In today's rapidly evolving world, the relevance of future-proofing your business cannot be overstated. But how do you make change an integral part of your strategy?
3. 1508
Business Thinking
driven by Design Doing
We have 23 years of experience developing strategies,
brands, and digital products which areboth user-
centric and generate business value, today and
tomorrow.
50’ish Designers, UX’ers, Strategists, and Developers
100+ Innovation sprints
500+ Brands, strategies, websites, and apps
45+ Awards
→ Customers all over Scandinavia
5. Design Thinkingis a process for solving
problemswhich prioritises the
consumer’s needs above all else. It
relies on observing, with empathy, how
people interact with their
environments,and employsan
iterative,hands-on approachto creating
innovativesolutions.
What is Design Thinking?
12. You want to be more proactive
in your solutions?
And want to explore the
uncertainties of tomorrow?
What if
13. Futures thinking provides a range of
techniques which help you think about
the drivers of change that are shaping
the possible futures and explore the
implications of these for making
decisions today – not only about what
to do, but how and when to do it.
What is Futures Thinking?
23. What if
What if car
design has
become
obsolete
What if the
car is free to
use but
we’re the
product
What if
we’re
designing
for a darker
world
24. The Fundamentals
• There is multiple futures
• Being proactive
• Make up with a present forward mentality
• Not avoidbut embrace uncertainty
• A iterativeproces
25. Futures Thinking is not
• A crystal ball
• Facts
• About being correct
• Non-biased
26. So, what if we combine
Futures and Design
Thinking?
38. Design fiction aims to explore potential
future scenarios by envisioning them
through tangible objects that serve as
manifestations of the consequences
and indications of change.
What is Design Fiction?
47. Imagineagain that weare approachby a
charity organisation.
They want helpdeveloping a new digital
platformfor their members…
48. Interpreting strategy
What is your strategy and
what parts are we
adressing?
When working with strategy,
we often meet various types of
ambiguity.
Strategic goal
Member retention
Strategic goal
Streamline portfolio
Strategic goal
Digital sign-up
Strategy
2025 Strategy
49. Focus areas
Digitalfirst
Focus areas
Ease of use
Strategic goal
Member retention
Strategy
2025 Strategy
Interpreting strategy
What is your strategy and
what parts are we
adressing?
However tempting, refrain
from reformulating the strategy
until we have more substance
to build upon.
50. Focus areas
Digitalfirst
Prioritising problems
What user problems should
we solve to
realise the strategy?
Ensure that user problems:
• align with strategy
• have clear target groups*
• are based on evidence
• reflect root causes
• are not order-like
* Target groups can be both
internal and external
Strategic goal
Member retention
Strategy
2025 Strategy
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
User Problem / Existing member
”I want to pay with MobilePay
instead of bank transfers”
51. Focus areas
Digitalfirst
Prioritising problems
What user problems should
we solve to realise the
strategy?
Narrow down the number of
problems to solve is a necessity –
we can’t solve everything, at once.
Strategic goal
Member retention
Strategy
2025 Strategy
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
52. Focus areas
Digitalfirst
Informing strategy
If these are the problems we
want to solve, what is our
strategy then? Strategic goal
Member retention
Strategy
2025 Strategy
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
53. Focus areas
How might we make donating an
engaging digital experience?
Informing strategy
If these are the problems we
want to solve, what is our
strategy then? Strategic goal
Member retention
Strategy
2025 Strategy
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
54. Focus areas
How might we make donating an
engaging digital experience?
Informing strategy
If these are the problems we
want to solve, what is our
strategy then? Strategic goal
Improve member relationship
Strategy
2025 Strategy
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
55. Focus areas
How might we make donating an
engaging digital experience?
Creating solutions
How do we best solve the
user problem at hand?
We like to use the user aspiration
to clearly define the solution
space before embarking on
conceptual development
workshops and the like.
Strategic goal
Improve member relationship
Strategy
2025 Strategy
User Aspiration / Existing member
"My contribution to charity is an
event that I look forward to"
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
User Aspiration / Existing member
“I understand and care about the
impact my donations make”
56. Focus areas
How might we make donating an
engaging digital experience?
Creating solutions
How do we best solve the
user problem at hand?
When the solution space is
defined, you can either revisit
previous ideas or concepts or
create new ones through
conceptual development
workshops, as e.g. a design sprint.
Strategic goal
Improve member relationship
Strategy
2025 Strategy
User Aspiration / Existing member
"My contribution to charity is an
event that I look forward to"
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
User Aspiration / Existing member
“I understand and care about the
impact my donations make”
Solution
Tales from the real world
Solution
Incentive program
Solution
Feel good receipt
57. Focus areas
How might we make donating an
engaging digital experience?
Strategic goal
Improve member relationship
Strategy
2025 Strategy
User Aspiration / Existing member
"My contribution to charity is an
event that I look forward to"
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
User Aspiration / Existing member
“I understand and care about the
impact my donations make”
Solution
Tales from the real world
Solution
Incentive program
Solution
Feel good receipt
Prioritise solutions based on
hypotheses
Which solutions do we
continue with to solve the
user problems?
Until validated they’re all just
hypothetical solutions.
60. Focus areas
How might we make donating an
engaging digital experience?
Strategic goal
Improve member relationship
Strategy
2025 Strategy
User Aspiration / Existing member
"My contribution to charity is an
event that I look forward to"
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
User Aspiration / Existing member
“I understand and care about the
impact my donations make”
Solution
Tales from the real world
Solution
Incentive program
Solution
Feel good receipt
Everything’s a hypothesis
The terminology allow us to
continuously question if we are…
solving the right problems,
the right way
for the right reasons.
61. Focus areas
How might we make donating an
engaging digital experience?
Strategic goal
Improve member relationship
Strategy
2025 Strategy
User Aspiration / Existing member
"My contribution to charity is an
event that I look forward to"
User Problem / Existing member
”I donate a monthly amount, but
It’s just something automated –
like taxes”
User Problem / Existing member
“I often wonder if my donations
just pay for administration”
User Aspiration / Existing member
“I understand and care about the
impact my donations make”
Solution
Tales from the real world
Solution
Incentive program
Solution
Feel good receipt
Pivoting can happen on
smaller scales
Because we are working within
opportunity spaces, we allow
ourselves to stray away from
concepts that don’t solve our
problems as intended.
While keeping the overall
structure intact.
66. We do Futures Design to:
• Challengethe tendency to favourthe
”business as usual” future
• Collect intelligence
• Focus on exploring and learning from the
future before considering the present
• Create innovativeand creative solutions
• Embrace uncertainty
• Be pragmatic and hands-on