A year on the edge.pdf

Bonjour, Hi!
A year on the Edge
September 20, 2023

Facilitator, Designer
& Gentleman
Jean-
Sébastien
Daigle
Éric
Letarte
Business design facilitator
andfriends.ca

Workshops
Sprints and customized workshops
Training
Facilitation and customization
Design
Prototyping, testing and user surveys

Objective for the year
Integrate and test
EDGY with our client
and our tool set.

3 case studies
CARXYZ*
Ax-
C
ESG+

1
CarXYZ*
*Disclaimer : names have been changed for NDA reasons you
already understand, sorry.

Who?
They wanted to
know the health
of their website
Starting point
CarXYZ Canada does
Automotive repairs
and services*

https://www.nngroup.com/articles/triangulation-
better-
research-
results-
using-
multiple-
ux-
methods/

Web Site Survey (Quantitative)
Web Site Audit Ux + SEO (SME)
Web Site Interviews (Qualitative)
Completed Outcomes
CARXYZ
CARXYZ
CARXYZ
CAR
XYZ
CAR
XYZ
CARXY
Z
CARXY
Z
CARXY
Z CARX
YZ
CA
RX
CARXYZ
CARXYZ CAR
XYZ

Survey (Quantitative)
Audit UX + SEO (SME)
Interviews (Qualitative)
Completed Outcomes
Oh yeah, it is time to start from scratch...
The service we give to people is uneven.
But why ?
We gathered Task,
Journey and Channel
from interviews
We mapped the
perception of the
organisation from clients

We need to understand
your organisation

CARXYZ Canada
Regional developers
Business / clients
clients are
manage - clients are
Hire (perception)
Mechanic
clients are Hire (Reality)
Organisation

We need to understand the
experience you are providing

CARXYZ
CARXYZ
Mechanic Mechanic
Mechanic
CARXYZ
_

CARXYZ Canada
Regional developers
Business / clients
Mechanic
You help with that task
Someone else helps with
that task
Control and visibility
Less control and visibility
–
+
You control that channel
You don't control that
channel

?
Accountability and
capabilities are spread out
between 4 main entities.

Basic capability
Advertising on social
media
Qualification Evaluation
Quote
Contract
Service Billing
Reporting
BAR
Cross-
checking
total vs. billed
Budgeting
based on ROI

OK but the website is
the priority...

Let's figure out who they really are.

Activity
Lightning demos
The sandbox
Start with why
20 year vision
Core value
Brand personality
Success story
Based on Jake Knapp Branding sprint, improved by Jean-
Sébastien Daigle.

Target audience and basic content need
Services For whom
Who we are Why us
Where we are
How to contact
us
Why us
How to become
Regional
Manager
Why us
How to become
a CBO
1
2 3
Business / clients Regional developers
Franchisees

Services
For whom
About Us
Where we are
Who we are
CarXYZ
Be part of
CarXYZ
1st Navigation 2th Navigation
Contact us (a
single page?)
Franchisees
Why us
How to become
a franchisee
3rd Navigation
Ask for a price
Social Medias
LinkedIn
Facebook
Youtube
Articles
Blog / News
Regions * 8
Preliminary content
Content and wording to review with URSA Marketing
Regional
manager

Content for the web site
Core value an vision
Assets
Capabilities list
Brand Product
Channel list
Organisation overview
Success stories
Process
CarXYZ Web site
An enterprise is an endeavour
of people with a shared ambition.
Short term to long term
Brand personality
Franchisees's Task Franchisees'S Journey
Clients' Task Clients' Journey
Audit Ux + SEO (SME)
User interview (CBO and
Clients)
Survey (Quantitative)
Research
We started with qualitative, quantitative and expert
audit research.
Since the website is one of the main channels that
conveys the brand, we worked on two different fronts.
1 - Experience, to prioritize content on the website
2 - Identity, to help create engaging content
Since CarXYZ business model is based on franchisees,
we did need to map the main capabilities and the
organization to understand how it operates and how it
affects content.

And then UI Design, copywriting,
SEO, front end, back end, etc.

Strategic
The interdisciplinary language
allowing us to understand
what is missing and to find
what influences each other.
Organisation
Product
Brand
Content Purpose Process Asset
Capability
Jou rney
Task
Channel
Story
Coordination
A summary of reference points.
“The shared Knowledge Bank”
for everybody.
Operational
Where we collaborate, co-
create
or carry out our expert work.
e.g., Milkyway, decision
workshops, ideation workshops,
etc.
Macro
Micro
Meso

You can use EDGY on 3 Levels
(Macro, Meso and Micro ... aka flight levels).
Everybody really feel in control and
understand their part when you use EDGY to
map.
Mixing elements to create canvas that really
connect people.
What have we
learned?

We created multiple working
canvas and boards based on
different mixed elements.
E.g. : Capability + Organisation = RACI
Output

Who?
From scratch ...
Starting point
The government
decided to start an
acceleration lab for
high tech startups.

Objective
Accelerate the international
commercialization of Quebec high
tech start-
ups.
Station F in Paris – MaRS in Toronto

!
60M$ on 3 years
Lot of stakeholders
some still unknown
Complex Product portfolio
Places, services, visibility, relationship, etc.
Multiple clients
Incubators, startups and more

?
Where do we start?
To understand what we are dealing with
and what should be the impact of AX-
C.

EDGY
Lightning
scan
b
e
t
a
=
+
Helgi Björgvinsson

EDGY Lightning scan
Identify key elements and
their relations
4
A C
B
D
Scan with closed questions
2 3
Identify who can
give you answers
Write your context, project
1
Plan the next steps for what
needs to be reworked or
edited.
6
Identify every element to
change/investigate/add
5
Ok
Rework
Edit

1 AX-
C
We are starting an
acceleration lab for high
tech start-
ups.
Write your
context, project

Rate from 1 to 10
How reliable and well-
known is this information
in your team?
10 = information is documented and people have control over it
5 = some people have the information, but it is not documented
1 = it has never been discussed
2
Scan with closed
questions

what people are to benefit from
the outcome?
what people are accountable for
the outcome?
what people are required to deliver
the outcome?
other people might affect, or be
affected by, the outcome?
People
Is there a common understanding of...
SCAN
This is a quick scan to help
you better understand the
status of your Enterprise
design
Answer the questions with :
YES
PARTLY
NO
DON'T KNOW
NOT RELEVANT

the tasks we are helping people
accomplish?
the relative importance of each task?
the journeys we expect people
to go through?
the channels we serve people through?
the purposes being strived for?
the relative importance of each purpose?
the stories that need to be created?
the content that is required?
SCAN

the capabilities required?
the relative importance of each capability?
the processes involved?
the assets needed?
how people need to be organised?
the products to be offered?
the effect on the enterprise brand(s)?
SCAN

... in our context
Part of the job is to
surround the project with
people that can work on
these facets and elements.
Identify who can
give you answers
3

Identify key
elements and their
relations
4
A C
B
D

We labelled every
element to adress /
investigate
5
Ok
Rework
Edit
Current story
There are many uncontrolled
external versions.
Customer tasks
We have an idea of the big
tasks. Should have data by
mid-
September. There is a
survey ongoing.
Associated with Centech
False information

Plan the next steps
for what needs to
be reworked or
edited.
6
... the list is long ...
But they chose
a starting point.

The story so far :
1
2
3
They taught it was an asset project
Where is going to be the lab ?
Are we going to have 3D printer ?
How many square feet do we
need ?
1
But in fact it's a very political project, and
several different narratives are circulating,
which is slowing the project down.
2
Once the narratives are aligned, they can
work with stakeholders to determine the
capabilities and assets needed.
They are also in the process of mapping
out the tasks of their future customers.
3
3
3

And then they will be able to
structure the organisation
and manage their product
portfolio.

EDGY has clarified their vision
From imagination to documentation
So... it is now at least a 5 on the EDGY
Lightning Scan scale ...
What have we
learned?

We created a scanning workshop
that can be reused to
understand the enterprise via
different lenses.
Output

their relations
4
A C
B
D
2
3
Identify who can
give you answers
Write your context, project
1
edited.
6
5
Ok
Rework
Edit
High-
level : e.g. :
C-
level want to rethink part of the
enterprise
Mid-
level : e.g. :
Human resources want to improve the employee’s
experience
Low-
level : e.g. :
Product team wants to improve a
feature
Identify the level of conversation based on
the context/project
2
their relations
4
A C
B
D
5
Ok
Rework
Edit
3
Identify who can
give you answers
edited.
6
More perception, feelings and tension
Subject matter expert answer level. Data, good practices and
methodology
Task should be more about investigation
and exploration
Task should be more about action and
changes
2 3
Identify who can
give you answers
their relations
4
A C
B
D
edited.
6
5
Ok
Rework
Edit
Split between perception and data. Task should be more about dispatching
and monitoring jobs progressions
Making informed decision
Synchronise operations, communicate
with High-
level / low-
level and monitor
progress
Expected capability
Making sure to adress the right problem

Who? Starting point
ESG+ is a business school for
professionals associated
with UQAM. They asked us to
create a workshop to train
MBA students in sustainable
development. They were to
learn how to analyze a
company in order to create a
CSR program.
We are not
sustainability
experts.

!
But we know
people who are !

Calypso Isnardi
Guest expert
Postgrad in Strategic Ecodesign

?
Why do sustainability
efforts fail in business ?

!
Most SD projects start in identity
and never cross to other facets or
intersections.
According to our expert

Objective
Use EDGY to explain the
fundamental changes that
Sustainable Development will
create in a real business

We used Design Sprint methodology to
Discover the enterprise and it's context
Map the company's various components
Co-
create possible SD actions and identify
their impact on the company
Prototype and test actions to win over
stakeholders

Brand
Recycling
program
Recycling bin
Article
Best CSR
(Corporate social
responsibility)
Local newspaper
Collecting recycling
Person in charge
The recommendation!
Example

Brand
Recycling
program
Recycling bin
Article
Best CSR
(Corporate social
responsibility)
Local newspaper
Person in charge
Example
We recommend that you implement a
recycling program in your company. This is in
line with UN goal 12.
To achieve this, you'll need special bins and a
Person in charge.
You can feature your initiative in an article in
the local newspaper, which will have a positive
impact on your brand.

Example
Brand
Local newspaper
Article Recycling
program
Recycling bin
Person in charge
Meilleure RSE
convey
enable
use
enable
need
perform
creates
evokes
affects
perception
Brand
Recycling
program
Recycling bin
Article
Best CSR
(Corporate social
responsibility)
Local newspaper
Person in charge
affects perception
passes into
capacity
is featured
needs
enable
create

Event if it is not perfect, people can
understand and play with EDGY with
minimal training.
What have we
learned?
People were able to explore out of the
identity facet.
EDGY works well with sustainable
development goals.
EDGY is easy to use, but hard to master.

We used EDGY to elaborate and
communicate a strategy about
sustainability.
Output

!
We tried to use EDGY in every
project without having
anything to compare it to.
Our last year was on the Edge...

The good news...
... our toolset now include
a scanning workshop, complex canvas and
boards that work with EDGY and a few tests
with other domains like sustainability.

Merci, thank you!
Éric Letarte
Business design facilitator
Jean-
Sébastien Daigle
Facilitator, Designer
& Gentleman

Storytelling 1/3
So there we where... We wanted... But...
... bien des méthodologies
et techniques comme outils
et une première version de
EDGY en main.
...to fully test that new tool
that, in theory, would
facilitate communication
between people from
different professions, in
different contexts.
...There was not a lot of case
study to compare it to.
Besides, there was...
something that felt like
missing.

Storytelling 2/3
So we... Until finally...
... we started to convert our own tool set and
technique using EDGY. Canvas, workshops,
the words we use to define what we are
working on, etc.
...we did our first year with EDGY. We tried
many workshops structure and tried them on
many enterprises in different contexts.
...we found what we consider as our first
workshop model to use EDGY that we call
«EDGY Lightning SCAN»

Storytelling 3/3
And we know... And that's why...
... that the tool is giving us something that
enables us to call ourselves enterprise
designers... By being able to have a
conversation on different facets, elements and
intersections, we can now co-
create better
enterprises with our client.
... we took three of our cases to show you how
we use EDGY and how it helped our clients see
their enterprises in a new way.

A year on the edge.pdf

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