SlideShare a Scribd company logo
Strategy
on
demand
Rapidly
changing 00:00:10/00:00:09/00:00:08/
?
Strategizing in an ivory
tower is over
😊
😎
The gap is bigger than ever
How might we close the gap
…by creating
hypotheses!
and become experts in turning
assumptions about the future into
something we can act on…
Happens simultaneously
and on demand
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Act on what is
Not just on what is
Deductive / Inductive / adductive
Deductive / Inductive / adductive
Deductive / Inductive / adductive
Deductive / Inductive / adductive
Deductive: From a general rule to a specific
conclusion (is always true)
Inductive: From a specific observations to
a general conclusion (may be true)
Abductive: From incomplete observations to
best prediction (may be true)
Design
Doing
“Design is
something that you
do at the end of an
engineering proces
to make things look
good!”
McKinsey
1
3
2
“Companies view design narrowly, focusing on
aesthetics and form: the color, material, and finish
of products.”
”Companies broaden their design emphasis to encompass
end-to-end user experiences.”
”Companies realize that design infuses everything they do;
it transforms the entire company.”
Everything around us
is designed
More or less
Products
Services
Processes
Organizations
Strategies
“Everyone designs who
devises courses of
action aimed at
changing existing
situations into
preferred ones”
Empathize
Hypothesize
Experiment
Validate
Build
Iterate
Design Doing is
INNOVATION LABSDESIGN CAPABILITIES
Design is a
Innovation is just a
possible
Hypotheses
”All science, all
business insight,
everything of value in
life, originates not with
data, but with a
brilliant hypothesis”
Nike story
…
…
…
…
And measure…
To verify that, we will..
We believe that
Hypothesis card
…
We are right if…
the speed of runnners.
prototype different soles and shoes.
reinventing the shoes of athletes especially how the soles touch the ground
will improve the performance of athletes
Improving the performance of athletes
And measure…
To verify that, we will..
We believe that
Hypothesis card
an athlete breaks a world record wearing our shoes.
We are right if…
Strategy on
demand
• Diagnosis
• Guiding Policy
• Coherent set of actions
Happens simultaneously
and on demand
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Translate any strategy into a set
of hypotheses that are
actionable, driven by user needs
and constantly measured
through instant feedback.
Focus area
Focus area
Focus area
Focus area
Hypothesis 1
Hypothesis 3
Hypothesis 2
Focus area
Hypothesis 1
Hypothesis 3
Hypothesis 2
Remedy lane
Dynamic Roadmap Focus area … … … …
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
Insights → Concept → LaunchHypothesis → MVP →
Stage card
Concept
Insights
Launched
MVP
Hypothesis
MVP
Launched
Output -> Outcome -> Impact
Outcomes > Output
Outcome?
a change in behaviour
that impacts business
results
+
Constantly
measure outcomes
The kernel of any good strategy.
Diagnosis
Guiding Policy
Coherent set of actions
+
Evidence and outcome
Customer perception
Behavioural patterns
Internal processes
Imagine tracking
outcomes for Mobilepay
HYPOTHESIS
Customer perception
Behavioural patterns
Internal processes
DESIRED OUTCOMES
App is useful and easy to use
Measure: App store ratings between 4-5 stars
More people pay back money to their friends and family
Measure: Increase of transactions below DKK 250
Less cash withdrawals and deposits
Measure: Reduction of cash handling time
Design doing
Billede af nils og
frederik (frederik har)
Design doing is
• 1 hour to build the visual brand
• 1 day to build the webshop including
product pictures
• Bootstrap everything
1. Customers’ perception
2. Customers’ behaviour
3. Our internal processes
Marketing Sales Packaging Distribution
Customer
support
We can use Instagram
to inspire people
We can use Instagram
to test new products
before we launch
We can use instagram
to gain knowledge
about our audience
People want to buy
eternal bouquets
online
If we sell giftcard we
will sell more flowers 3
We can peak the
experience by putting a
small chocolate in the
box
We can reduce
amount of complaint
with better packaging
We can successfully
send flowers via mail
Poeple will still buy if
for pakkeshops only
We can always end a
customer interaction
in a positive way
We can use customer
support as a feedback
loop for our product
development
If we’re on several
platforms the
customer always know
how to get in contact
Growth and
scale
We can create an
attractive product for
retail
We can use our data
to direct growth
We can scale this
business model into
distribution centers
Dynamic Roadmap
We can sell more
flowers if our
packaging is pink
We can use customer
feedback to better
our business
If we make a pipck and
collect option people
will use it
People will pay extra
for same day delivery
We can increase
basket size if we show
how you can combine
bouquets
We can get more sales
if people feel social
proof
Wider bouquets are
more attractive
This is an attractive
product for
gasstations
This is an attractive gift
for big corporations
We can increase awareness by
joining other social and discovery
networks such as pinterest
Sales
Sell eternal bouquets online
the speed of runnners.
prototype different soles and shoes.
reinventing the shoes of athletes especially how the soles touch the ground
will improve the performance of athletes
Improving the performance of athletes
And measure…
To verify that, we will..
We believe that
Hypothesis card
an athlete breaks a world record wearing our shoes.
We are right if…
Will people buy it?
Yes, they will.
Marketing
We can use Instagram to gain
knowledge about our audience
We can use Instagram to test
new products before we launch
Marketing
Wider bouquets are more
attractive
Packaging
We can send flowers in
poster cylinders
We can reduce amount of
complaint with better packaging
We can send flowers in triopac
packaging
We can peak the experience by
putting a small chocolate in
the box
We can sell more flowers if our
packaging is pink
Eksperiment 4
Design doing is
Marketing
Talking at an event and
pushing a coupon code will
generate sales
Get 15% off. Use MB15
when checking out
www.evighedsbuket.dk
Eternal Bouquets.
For eternal love.
You will need to
#1
Strategizing and execution happens
simultaneously.
#2
strategy
hypotheses
constant validation
customer
insights.
#3
Focus on value
outcomes
#4
Educate design
solve problems
develop
#5
”What is your strategy?”
”A dynamic set of hypotheses
that are continously validated and
changed through design doing.”
templates
Dynamic Roadmap Focus area … … … …
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
And measure…
To verify that, we will..
We believe that
Hypothesis card
…
We are right if…
3. Internal processes
2. Behaviour outcome
1. Perception outcome
Measure
Behavioural outcome
Current behaviour
Hypothesis
…
…
…
…
…
Insights → Concept → LaunchHypothesis → MVP →
Stage card
Thank you

More Related Content

What's hot

Design thinking
Design thinkingDesign thinking
Design thinking
webkeyz
 
Lean Startup & Corporate Innovation Strategies - April 2015
Lean Startup & Corporate Innovation Strategies - April 2015Lean Startup & Corporate Innovation Strategies - April 2015
Lean Startup & Corporate Innovation Strategies - April 2015
Kevin Shutta
 
Design Thinking and Jobs to be Done Masterclass
Design Thinking and Jobs to be Done MasterclassDesign Thinking and Jobs to be Done Masterclass
Design Thinking and Jobs to be Done Masterclass
wirelessed
 
The Power of Words: Why Writing is Designing too Morgenbooster
The Power of Words: Why Writing is Designing too MorgenboosterThe Power of Words: Why Writing is Designing too Morgenbooster
The Power of Words: Why Writing is Designing too Morgenbooster
1508 A/S
 
IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016
Center for Entrepreneurship (C4E), University of Cyprus
 
How to Build Product Roadmaps by AppNexus VP of Product
How to Build Product Roadmaps by AppNexus VP of ProductHow to Build Product Roadmaps by AppNexus VP of Product
How to Build Product Roadmaps by AppNexus VP of Product
Product School
 
Breakthrough Innovation with Jobs To Be Done
Breakthrough Innovation with Jobs To Be DoneBreakthrough Innovation with Jobs To Be Done
Breakthrough Innovation with Jobs To Be Done
Claudio Perrone
 
Design Thinking
Design Thinking Design Thinking
Design Thinking
Seed-digital
 
From Idea to Business with Lean Startup & the Progress Board
From Idea to Business with Lean Startup & the Progress Board From Idea to Business with Lean Startup & the Progress Board
From Idea to Business with Lean Startup & the Progress Board
Strategyzer
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - Bootcamp
Jan Schmiedgen
 
Speculative Everything: Be a Dreamer with Critical Design and Design Fiction
Speculative Everything: Be a Dreamer with Critical Design and Design FictionSpeculative Everything: Be a Dreamer with Critical Design and Design Fiction
Speculative Everything: Be a Dreamer with Critical Design and Design Fiction
Mino Parisi
 
Ux & Service design intro
Ux & Service design introUx & Service design intro
Ux & Service design intro
Claudia Ehmke
 
Introducing design thinking
Introducing design thinkingIntroducing design thinking
Introducing design thinking
Zaana Jaclyn
 
The Startup Design Toolkit - a design-thinking approach to startups and produ...
The Startup Design Toolkit - a design-thinking approach to startups and produ...The Startup Design Toolkit - a design-thinking approach to startups and produ...
The Startup Design Toolkit - a design-thinking approach to startups and produ...
Alejandro Rios Peña
 
Design Thinking
Design ThinkingDesign Thinking
Design Thinking
Shimon Shmueli
 
An Intro to Jobs-To-Be-Done
An Intro to Jobs-To-Be-DoneAn Intro to Jobs-To-Be-Done
An Intro to Jobs-To-Be-Done
Andrei Radulescu
 
Design Thinking
Design ThinkingDesign Thinking
Design Thinking
Sinan Ozdemir
 
Jobs To Be Done Workshop
Jobs To Be Done WorkshopJobs To Be Done Workshop
Jobs To Be Done Workshop
Andy Fallshaw
 
Alex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible Companies
Alex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible CompaniesAlex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible Companies
Alex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible Companies
Business of Software Conference
 
Strategyzer Retreat: Strategic Alignement
Strategyzer Retreat: Strategic Alignement Strategyzer Retreat: Strategic Alignement
Strategyzer Retreat: Strategic Alignement
Strategyzer
 

What's hot (20)

Design thinking
Design thinkingDesign thinking
Design thinking
 
Lean Startup & Corporate Innovation Strategies - April 2015
Lean Startup & Corporate Innovation Strategies - April 2015Lean Startup & Corporate Innovation Strategies - April 2015
Lean Startup & Corporate Innovation Strategies - April 2015
 
Design Thinking and Jobs to be Done Masterclass
Design Thinking and Jobs to be Done MasterclassDesign Thinking and Jobs to be Done Masterclass
Design Thinking and Jobs to be Done Masterclass
 
The Power of Words: Why Writing is Designing too Morgenbooster
The Power of Words: Why Writing is Designing too MorgenboosterThe Power of Words: Why Writing is Designing too Morgenbooster
The Power of Words: Why Writing is Designing too Morgenbooster
 
IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016
 
How to Build Product Roadmaps by AppNexus VP of Product
How to Build Product Roadmaps by AppNexus VP of ProductHow to Build Product Roadmaps by AppNexus VP of Product
How to Build Product Roadmaps by AppNexus VP of Product
 
Breakthrough Innovation with Jobs To Be Done
Breakthrough Innovation with Jobs To Be DoneBreakthrough Innovation with Jobs To Be Done
Breakthrough Innovation with Jobs To Be Done
 
Design Thinking
Design Thinking Design Thinking
Design Thinking
 
From Idea to Business with Lean Startup & the Progress Board
From Idea to Business with Lean Startup & the Progress Board From Idea to Business with Lean Startup & the Progress Board
From Idea to Business with Lean Startup & the Progress Board
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - Bootcamp
 
Speculative Everything: Be a Dreamer with Critical Design and Design Fiction
Speculative Everything: Be a Dreamer with Critical Design and Design FictionSpeculative Everything: Be a Dreamer with Critical Design and Design Fiction
Speculative Everything: Be a Dreamer with Critical Design and Design Fiction
 
Ux & Service design intro
Ux & Service design introUx & Service design intro
Ux & Service design intro
 
Introducing design thinking
Introducing design thinkingIntroducing design thinking
Introducing design thinking
 
The Startup Design Toolkit - a design-thinking approach to startups and produ...
The Startup Design Toolkit - a design-thinking approach to startups and produ...The Startup Design Toolkit - a design-thinking approach to startups and produ...
The Startup Design Toolkit - a design-thinking approach to startups and produ...
 
Design Thinking
Design ThinkingDesign Thinking
Design Thinking
 
An Intro to Jobs-To-Be-Done
An Intro to Jobs-To-Be-DoneAn Intro to Jobs-To-Be-Done
An Intro to Jobs-To-Be-Done
 
Design Thinking
Design ThinkingDesign Thinking
Design Thinking
 
Jobs To Be Done Workshop
Jobs To Be Done WorkshopJobs To Be Done Workshop
Jobs To Be Done Workshop
 
Alex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible Companies
Alex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible CompaniesAlex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible Companies
Alex Osterwalder (Founder/CEO, Strategyzer) - Building Invincible Companies
 
Strategyzer Retreat: Strategic Alignement
Strategyzer Retreat: Strategic Alignement Strategyzer Retreat: Strategic Alignement
Strategyzer Retreat: Strategic Alignement
 

Similar to Design Doing is Strategy on Demand

Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'
Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'
Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'
1508 A/S
 
From Design Thinking to Design Doing
From Design Thinking to Design Doing From Design Thinking to Design Doing
From Design Thinking to Design Doing
Intuit Inc.
 
Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848
Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848
Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848
Vera Kovaleva
 
Introduction to Design thinking 2015 by Vedran Antoljak
Introduction to Design thinking 2015 by Vedran AntoljakIntroduction to Design thinking 2015 by Vedran Antoljak
Introduction to Design thinking 2015 by Vedran Antoljak
Vedran Antoljak
 
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRATUX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT
 
UX South Africa 2014 - Keynote
UX South Africa 2014 - KeynoteUX South Africa 2014 - Keynote
UX South Africa 2014 - Keynote
Phil Barrett
 
McLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product StrategyMcLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product Strategy
Julia Grosman
 
How to design great products
How to design great productsHow to design great products
How to design great products
Vlad Namașco
 
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design 10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
Jason Putorti
 
Berghs Product UX - 'Create '
Berghs  Product UX  - 'Create 'Berghs  Product UX  - 'Create '
Berghs Product UX - 'Create '
Christopher McCann
 
TinkerDesign for lean ecosystem - Tinkerform Innovation Labs
TinkerDesign for lean ecosystem - Tinkerform Innovation LabsTinkerDesign for lean ecosystem - Tinkerform Innovation Labs
TinkerDesign for lean ecosystem - Tinkerform Innovation Labs
Jasmeet Sethi
 
2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...
2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...
2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...
Ryan D. Hatch
 
Driving agility into your customer experience
Driving agility into your customer experienceDriving agility into your customer experience
Driving agility into your customer experience
marc mcneill
 
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...VicHealth Physical Activity Innovation Challenge Concept Development Workshop...
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...
Doing Something Good
 
Experiment to build the right thing
Experiment to build the right thingExperiment to build the right thing
Experiment to build the right thing
Anders Toxboe
 
Lean Analytics & Analytics Dashboards
Lean Analytics & Analytics DashboardsLean Analytics & Analytics Dashboards
Lean Analytics & Analytics Dashboards
Yves Ferket
 
About One Big Field
About One Big FieldAbout One Big Field
About One Big Field
Fergus Roche
 
Come flying on Divergence Airways with Mike Biggs -"We always land"
Come flying on Divergence Airways with Mike Biggs -"We always land"Come flying on Divergence Airways with Mike Biggs -"We always land"
Come flying on Divergence Airways with Mike Biggs -"We always land"
Mike Biggs GAICD
 
10things
10things10things
10things
Pierre Foucart
 
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, Dribbble
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, DribbbleDesign Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, Dribbble
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, Dribbble
Traction Conf
 

Similar to Design Doing is Strategy on Demand (20)

Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'
Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'
Slides for the online Morgenbooster 'Design Doing is Strategy on Demand'
 
From Design Thinking to Design Doing
From Design Thinking to Design Doing From Design Thinking to Design Doing
From Design Thinking to Design Doing
 
Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848
Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848
Fromdesignthinkingtodesigndoingoreillyjan2016 160121175848
 
Introduction to Design thinking 2015 by Vedran Antoljak
Introduction to Design thinking 2015 by Vedran AntoljakIntroduction to Design thinking 2015 by Vedran Antoljak
Introduction to Design thinking 2015 by Vedran Antoljak
 
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRATUX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
 
UX South Africa 2014 - Keynote
UX South Africa 2014 - KeynoteUX South Africa 2014 - Keynote
UX South Africa 2014 - Keynote
 
McLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product StrategyMcLean Donnelly - Design & Business: A New Model of Product Strategy
McLean Donnelly - Design & Business: A New Model of Product Strategy
 
How to design great products
How to design great productsHow to design great products
How to design great products
 
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design 10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
 
Berghs Product UX - 'Create '
Berghs  Product UX  - 'Create 'Berghs  Product UX  - 'Create '
Berghs Product UX - 'Create '
 
TinkerDesign for lean ecosystem - Tinkerform Innovation Labs
TinkerDesign for lean ecosystem - Tinkerform Innovation LabsTinkerDesign for lean ecosystem - Tinkerform Innovation Labs
TinkerDesign for lean ecosystem - Tinkerform Innovation Labs
 
2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...
2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...
2016.08.THAT Conference - GROWING NEW PRODUCTS - VALIDATING YOUR NEW PRODUCT ...
 
Driving agility into your customer experience
Driving agility into your customer experienceDriving agility into your customer experience
Driving agility into your customer experience
 
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...VicHealth Physical Activity Innovation Challenge Concept Development Workshop...
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...
 
Experiment to build the right thing
Experiment to build the right thingExperiment to build the right thing
Experiment to build the right thing
 
Lean Analytics & Analytics Dashboards
Lean Analytics & Analytics DashboardsLean Analytics & Analytics Dashboards
Lean Analytics & Analytics Dashboards
 
About One Big Field
About One Big FieldAbout One Big Field
About One Big Field
 
Come flying on Divergence Airways with Mike Biggs -"We always land"
Come flying on Divergence Airways with Mike Biggs -"We always land"Come flying on Divergence Airways with Mike Biggs -"We always land"
Come flying on Divergence Airways with Mike Biggs -"We always land"
 
10things
10things10things
10things
 
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, Dribbble
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, DribbbleDesign Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, Dribbble
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, Dribbble
 

More from 1508 A/S

Designing for What If (instead of as if) - Morgenbooster
Designing for What If (instead of as if) - MorgenboosterDesigning for What If (instead of as if) - Morgenbooster
Designing for What If (instead of as if) - Morgenbooster
1508 A/S
 
Morgenbooster: Storytelling in Identity Design
Morgenbooster: Storytelling in Identity DesignMorgenbooster: Storytelling in Identity Design
Morgenbooster: Storytelling in Identity Design
1508 A/S
 
AI and Design Vol. 2: Navigating the New Frontier - Morgenbooster
AI and Design Vol. 2: Navigating the New Frontier - MorgenboosterAI and Design Vol. 2: Navigating the New Frontier - Morgenbooster
AI and Design Vol. 2: Navigating the New Frontier - Morgenbooster
1508 A/S
 
Designing for Inclusion - Morgenbooster
Designing for Inclusion -  MorgenboosterDesigning for Inclusion -  Morgenbooster
Designing for Inclusion - Morgenbooster
1508 A/S
 
Goodbye, Growthism - Morgenbooster 28/02/2024
Goodbye, Growthism - Morgenbooster 28/02/2024Goodbye, Growthism - Morgenbooster 28/02/2024
Goodbye, Growthism - Morgenbooster 28/02/2024
1508 A/S
 
Uncertainty as a Business and Design Tool - Morgenbooster
Uncertainty as a Business and Design Tool - MorgenboosterUncertainty as a Business and Design Tool - Morgenbooster
Uncertainty as a Business and Design Tool - Morgenbooster
1508 A/S
 
Lowww: How to design for a low carbon world wide web - Morgenbooster
Lowww: How to design for a low carbon world wide web - MorgenboosterLowww: How to design for a low carbon world wide web - Morgenbooster
Lowww: How to design for a low carbon world wide web - Morgenbooster
1508 A/S
 
Ai and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - MorgenboosterAi and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - Morgenbooster
1508 A/S
 
The 3 Corner Stones of a Strategic - Morgenbooster
The 3 Corner Stones of a Strategic - MorgenboosterThe 3 Corner Stones of a Strategic - Morgenbooster
The 3 Corner Stones of a Strategic - Morgenbooster
1508 A/S
 
Don't click this - Morgenbooster
Don't click this - MorgenboosterDon't click this - Morgenbooster
Don't click this - Morgenbooster
1508 A/S
 
Principles of Game Design in Real-Life Solutions
Principles of Game Design in Real-Life SolutionsPrinciples of Game Design in Real-Life Solutions
Principles of Game Design in Real-Life Solutions
1508 A/S
 
Business Design: A Category on the Rise?
Business Design: A Category on the Rise?Business Design: A Category on the Rise?
Business Design: A Category on the Rise?
1508 A/S
 
Hard data & simple messages.pptx
Hard data & simple messages.pptxHard data & simple messages.pptx
Hard data & simple messages.pptx
1508 A/S
 
MB Design Systems slides.pdf
MB Design Systems slides.pdfMB Design Systems slides.pdf
MB Design Systems slides.pdf
1508 A/S
 
The Game of Accessibility.pdf
The Game of Accessibility.pdfThe Game of Accessibility.pdf
The Game of Accessibility.pdf
1508 A/S
 
No-Code Tools: Website Design of the Future?
No-Code Tools: Website Design of the Future?No-Code Tools: Website Design of the Future?
No-Code Tools: Website Design of the Future?
1508 A/S
 
What is Next in Corporate Innovation?
What is Next in Corporate Innovation?What is Next in Corporate Innovation?
What is Next in Corporate Innovation?
1508 A/S
 
Place Branding by Nordic Talks
Place Branding by Nordic TalksPlace Branding by Nordic Talks
Place Branding by Nordic Talks
1508 A/S
 
Should We Design This?
Should We Design This?Should We Design This?
Should We Design This?
1508 A/S
 
Creating a User-Centric and Data Driven Mindset
Creating a User-Centric and Data Driven MindsetCreating a User-Centric and Data Driven Mindset
Creating a User-Centric and Data Driven Mindset
1508 A/S
 

More from 1508 A/S (20)

Designing for What If (instead of as if) - Morgenbooster
Designing for What If (instead of as if) - MorgenboosterDesigning for What If (instead of as if) - Morgenbooster
Designing for What If (instead of as if) - Morgenbooster
 
Morgenbooster: Storytelling in Identity Design
Morgenbooster: Storytelling in Identity DesignMorgenbooster: Storytelling in Identity Design
Morgenbooster: Storytelling in Identity Design
 
AI and Design Vol. 2: Navigating the New Frontier - Morgenbooster
AI and Design Vol. 2: Navigating the New Frontier - MorgenboosterAI and Design Vol. 2: Navigating the New Frontier - Morgenbooster
AI and Design Vol. 2: Navigating the New Frontier - Morgenbooster
 
Designing for Inclusion - Morgenbooster
Designing for Inclusion -  MorgenboosterDesigning for Inclusion -  Morgenbooster
Designing for Inclusion - Morgenbooster
 
Goodbye, Growthism - Morgenbooster 28/02/2024
Goodbye, Growthism - Morgenbooster 28/02/2024Goodbye, Growthism - Morgenbooster 28/02/2024
Goodbye, Growthism - Morgenbooster 28/02/2024
 
Uncertainty as a Business and Design Tool - Morgenbooster
Uncertainty as a Business and Design Tool - MorgenboosterUncertainty as a Business and Design Tool - Morgenbooster
Uncertainty as a Business and Design Tool - Morgenbooster
 
Lowww: How to design for a low carbon world wide web - Morgenbooster
Lowww: How to design for a low carbon world wide web - MorgenboosterLowww: How to design for a low carbon world wide web - Morgenbooster
Lowww: How to design for a low carbon world wide web - Morgenbooster
 
Ai and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - MorgenboosterAi and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - Morgenbooster
 
The 3 Corner Stones of a Strategic - Morgenbooster
The 3 Corner Stones of a Strategic - MorgenboosterThe 3 Corner Stones of a Strategic - Morgenbooster
The 3 Corner Stones of a Strategic - Morgenbooster
 
Don't click this - Morgenbooster
Don't click this - MorgenboosterDon't click this - Morgenbooster
Don't click this - Morgenbooster
 
Principles of Game Design in Real-Life Solutions
Principles of Game Design in Real-Life SolutionsPrinciples of Game Design in Real-Life Solutions
Principles of Game Design in Real-Life Solutions
 
Business Design: A Category on the Rise?
Business Design: A Category on the Rise?Business Design: A Category on the Rise?
Business Design: A Category on the Rise?
 
Hard data & simple messages.pptx
Hard data & simple messages.pptxHard data & simple messages.pptx
Hard data & simple messages.pptx
 
MB Design Systems slides.pdf
MB Design Systems slides.pdfMB Design Systems slides.pdf
MB Design Systems slides.pdf
 
The Game of Accessibility.pdf
The Game of Accessibility.pdfThe Game of Accessibility.pdf
The Game of Accessibility.pdf
 
No-Code Tools: Website Design of the Future?
No-Code Tools: Website Design of the Future?No-Code Tools: Website Design of the Future?
No-Code Tools: Website Design of the Future?
 
What is Next in Corporate Innovation?
What is Next in Corporate Innovation?What is Next in Corporate Innovation?
What is Next in Corporate Innovation?
 
Place Branding by Nordic Talks
Place Branding by Nordic TalksPlace Branding by Nordic Talks
Place Branding by Nordic Talks
 
Should We Design This?
Should We Design This?Should We Design This?
Should We Design This?
 
Creating a User-Centric and Data Driven Mindset
Creating a User-Centric and Data Driven MindsetCreating a User-Centric and Data Driven Mindset
Creating a User-Centric and Data Driven Mindset
 

Recently uploaded

All the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/BozenAll the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/Bozen
Alberto Brandolini
 
A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...
A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...
A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...
Samirsinh Parmar
 
Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024
Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024
Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024
Neal Elbaum
 
From Concept to reality : Implementing Lean Managements DMAIC Methodology for...
From Concept to reality : Implementing Lean Managements DMAIC Methodology for...From Concept to reality : Implementing Lean Managements DMAIC Methodology for...
From Concept to reality : Implementing Lean Managements DMAIC Methodology for...
Rokibul Hasan
 
9 Ways Managers Kill Morale (and What to Do Instead)
9 Ways Managers Kill Morale (and What to Do Instead)9 Ways Managers Kill Morale (and What to Do Instead)
9 Ways Managers Kill Morale (and What to Do Instead)
experienceprosarah
 
m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...
m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...
m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...
LinghuaKong2
 
innovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptxinnovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptx
TulsiDhidhi1
 
Maximize Your Efficiency with This Comprehensive Project Management Platform ...
Maximize Your Efficiency with This Comprehensive Project Management Platform ...Maximize Your Efficiency with This Comprehensive Project Management Platform ...
Maximize Your Efficiency with This Comprehensive Project Management Platform ...
SOFTTECHHUB
 
Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...
Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...
Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...
ssuserf63bd7
 
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Alexey Krivitsky
 

Recently uploaded (10)

All the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/BozenAll the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/Bozen
 
A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...
A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...
A comprehensive-study-of-biparjoy-cyclone-disaster-management-in-gujarat-a-ca...
 
Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024
Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024
Neal Elbaum Shares Top 5 Trends Shaping the Logistics Industry in 2024
 
From Concept to reality : Implementing Lean Managements DMAIC Methodology for...
From Concept to reality : Implementing Lean Managements DMAIC Methodology for...From Concept to reality : Implementing Lean Managements DMAIC Methodology for...
From Concept to reality : Implementing Lean Managements DMAIC Methodology for...
 
9 Ways Managers Kill Morale (and What to Do Instead)
9 Ways Managers Kill Morale (and What to Do Instead)9 Ways Managers Kill Morale (and What to Do Instead)
9 Ways Managers Kill Morale (and What to Do Instead)
 
m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...
m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...
m249-saw PMI To familiarize the soldier with the M249 Squad Automatic Weapon ...
 
innovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptxinnovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptx
 
Maximize Your Efficiency with This Comprehensive Project Management Platform ...
Maximize Your Efficiency with This Comprehensive Project Management Platform ...Maximize Your Efficiency with This Comprehensive Project Management Platform ...
Maximize Your Efficiency with This Comprehensive Project Management Platform ...
 
Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...
Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...
Small Business Management An Entrepreneur’s Guidebook 8th edition by Byrd tes...
 
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
 

Design Doing is Strategy on Demand

Editor's Notes

  1. Oliver – partner here at 1508. Doing business development, strategy and whatever else is needed. Prior to 1508. Building startups. Failing and one success. Nils Oskar – For the past 4 years… People calling saying that they needed an app.. Why? Because it’s in our Horizon 2 strategy. And are you sure you need an app? Yes! But what problem are you trying to fix. It doesn’t matter it’s in our horizon 2 strategy. Ok. But let’s try and fall in love with the problem instead of just building something that no one will use.
  2. Vuca world Tech Gartner Hype cycle
  3. 5-year plans is out Ivory tower
  4. Executing on an initiative that was planned and decided three years ago seems ridicoulus
  5. Why? Tech is rapidly changing the world. And humans are irrational by nature.
  6. Hypotheses is the answer to bridge the gap Design doing will help you validate hypotheses continously and get constant market and user feedback
  7. Egypt story Act on what is needed – not on what is planned. Learn: This is not something new, but most companies seem to have forgotten
  8. Egypt story Act on what is needed – not on what is planned. Learn: This is not something new, but most companies seem to have forgotten
  9. Egypt story Act on what is needed – not on what is planned. Learn: This is not something new, but most companies seem to have forgotten
  10. Egypt story Act on what is needed – not on what is planned. Learn: This is not something new, but most companies seem to have forgotten
  11. Design doing might be the answer to bridging the gap and validating hypotheses fast and instant. The perfect way to execute on abductive methods. Respect for thinking – but this really is doing
  12. Companies that excel at design grow revenues and shareholder returns at nearly twice the rate of their industry peers. “In the first phase, companies view design narrowly, focusing on aesthetics and form: the color, material, and finish of products.  In the second phase, companies broaden their design emphasis to encompass end-to-end user experiences.  In the final phase, companies realize that design infuses everything they do; it transforms the entire company.” 
  13. “In the first phase, companies view design narrowly, focusing on aesthetics and form: the color, material, and finish of products.  In the second phase, companies broaden their design emphasis to encompass end-to-end user experiences.  In the final phase, companies realize that design infuses everything they do; it transforms the entire company.” 
  14. This is why I as a person with a background in Law and Economics call myself for a designer.
  15. A few years back every job post had the sentence: ”we are looking for someone with an entrepeneurial mindset. They were actually looking for designers. Designers that thinks this way. Respond quickly  to changes in human behaviour, society, technology and science.
  16. Trend… Closing innovation labs. Building internal design capabilities…
  17. One of the cornerstones of design is hypotheses.
  18. Here is a good example. Phil Knight and Bill Bowermann founded Nike on a deep interest in optimizing athlete’s performance. Their hypothesis was that optimizing the soles, support and how the shoes touched the ground would give extra speed to the athlete. They spent years prototyping soles and shoes. For the first prototypes they used a waffle iron to create a new type of knurled rubber sole, from which they themselves sewed interim shoes and tested on runners. It took them 100 attempts, but they did find the sole, which has since not only revolutionized sports footwear, but made running a people's sport.   Phil and Bill had a hypothesis and they tested it rigorously and fast. They mitigated risk by using a waffle iron before investing in expensive manufacturing equipment. Learning from Phil and Bill we can mitigate risk and diverge our strategy before it is too late. But how do we act fast on our hypotheses? https://www.popularmechanics.com/technology/gadgets/a21841/nike-waffle-iron/
  19. To this day NIKE constantly hypothesize , prototype and test
  20. Jealous
  21. Move from initaitives to hypotheses Use design doing to validate or invalidate hypotheses
  22. Product-market-fit
  23. Map, design and explore business models
  24. Colleagues showed me this that they had done for one of our customers. A dynamic roadmap of hypotheses. Build up of what they called remedy lanes.
  25. Every strategy has a focus area Business unit (IT, digital, sales, HR) Trend in the market (Agile, AI etc.)
  26. This is your diagnosis But remember - it’s user driven
  27. This is your guiding policy Also user driven. What is the thing you want your customers to say about your product.
  28. Not initiatives hypotheses Abductive learning
  29. Output – if you launch the app your job is done - makes people do what is planned Outcome – what change have your product/service made – makes people do what is needed Impact – how has this effected the business, humanity and earth – makes people dare to matter
  30. Marginal gains
  31. Case story Hypothesis to Concept/Prototype to Product Heavy experiments
  32. Case story Hypothesis to Concept/Prototype to Product Heavy experiments
  33. Story: 4 ddw. Ekstra tid. Lav virksomhed. Test test test.
  34. Not initiatives hypotheses
  35. Behaviroual and perception
  36. Not initiatives hypotheses
  37. Insta – behaviour
  38. Not initiatives hypotheses
  39. Bukettyper (brede) Behaviroual
  40. Not initiatives hypotheses
  41. Packaging internal processes
  42. Packaging internal processes and perception
  43. Not initiatives hypotheses
  44. Packaging internal processes and perception