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Business effectiveness of information design

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Talk delivered at Information Design Conference 8 April 2014.

Published in: Design
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Business effectiveness of information design

  1. 1. Business effectiveness of information design Andrew Boag M +44 [0]7966 520023 | T +44 [0]1993 815812 | andrew@boag.org.uk | linkedin.com/in/asboag Information design | Writing | Consultancy
  2. 2. Business effectiveness of information design 1. A communication taxonomy 2. Measuring information design improvement & innovation 10 April 20142 Andrew Boag | Business effectiveness
  3. 3. 10 April 20143 1 Communication taxonomy Andrew Boag | Business effectiveness
  4. 4. Explain 10 April 20144 Persuade Identify Three communication modes Andrew Boag | Business effectiveness
  5. 5. Explain 10 April 20145 Credit:DavidDickinson/Consumation Andrew Boag | Business effectiveness
  6. 6. Persuade 10 April 20146 Andrew Boag | Business effectiveness
  7. 7. Identify 10 April 20147 Andrew Boag | Business effectiveness
  8. 8. Explain 10 April 20148 Persuade Identify Andrew Boag | Business effectiveness Educational design Information design Image- building design
  9. 9. Explain 10 April 20149 Persuade Identify Andrew Boag | Business effectiveness
  10. 10. Explain 10 April 201410 Persuade Identify Explain, instruct 1 Andrew Boag | Business effectiveness
  11. 11. 10 April 201411 Explain, instruct Andrew Boag | Business effectiveness
  12. 12. Explain, instruct 10 April 2014 Andrew Boag | Information design | Writing | Consultancy 12
  13. 13. 10 April 201413 Explain, instruct Influence 2 Andrew Boag | Business effectiveness
  14. 14. Influence 10 April 201414 Andrew Boag | Business effectiveness
  15. 15. 10 April 201415 Educate 3 Influence Andrew Boag | Business effectiveness Explain, instruct
  16. 16. Educate 16 Andrew Boag | Business effectiveness
  17. 17. 10 April 201417 Entertain 4 Influence Educate Andrew Boag | Business effectiveness Explain, instruct
  18. 18. Entertain 10 April 201418 Andrew Boag | Business effectiveness
  19. 19. 10 April 201419 Persuade 5 Influence EducateEntertain Andrew Boag | Business effectiveness Explain, instruct
  20. 20. Persuade 10 April 201420 Andrew Boag | Business effectiveness
  21. 21. 10 April 201421 Promote & image- build 6 Influence EducateEntertain Persuade Andrew Boag | Business effectiveness Explain, instruct
  22. 22. Promote & image-build 10 April 201422 Andrew Boag | Business effectiveness
  23. 23. 10 April 201423 Identify 7 Influence Educate Entertain Persuade Promote & image-build Andrew Boag | Business effectiveness Explain, instruct
  24. 24. Identify 10 April 201424 Andrew Boag | Business effectiveness
  25. 25. 10 April 201425 8 Transact Influence Educate Entertain Persuade Promote & image-build Andrew Boag | Business effectiveness Explain, instruct Identify
  26. 26. Transact 10 April 201426 Andrew Boag | Business effectiveness
  27. 27. 10 April 201427 Explain Andrew Boag | Business effectiveness
  28. 28. 10 April 201428 Persuade? Andrew Boag | Business effectiveness
  29. 29. 10 April 201429 2 Measuring information design improvement and innovation Andrew Boag | Business effectiveness
  30. 30. 10 April 201430 Andrew Boag | Business effectiveness
  31. 31. 10 April 201431 Process Credit:DavidSless:WIID?,Designinginfoforpeople,CRIA,1994 Andrew Boag | Business effectiveness 1 2 3 4 5 6 Define the problem Involve stakeholders Observe/me asure the current state Develop & test prototypes Optimum solution Implement & monitor
  32. 32. 10 April 201432 Credit:DesignWeek25Feb2014 Andrew Boag | Business effectiveness
  33. 33. 10 April 201433 Andrew Boag | Business effectiveness Educate Understanding Information retention Benefits claimed Influence Call volume Payment speed Explain Improved customer experience Reduced incidents Drugs taken (correctly) Lives saved Transact Channel migration Form drop offs Payment speed Identify Brand awareness Promote Customer satisfaction Net Promoter Persuade Product take up Sales Entertain Subscriber volumes Viewing figures Measuring information design improvement
  34. 34. 10 April 2014 Andrew Boag | Information design | Writing | Consultancy 34
  35. 35. Drug packaging 10 April 201435 Credit:DavidDickinson/JanMacdonald Andrew Boag | Business effectiveness
  36. 36. 10 April 201436 To measure or not to measure Andrew Boag | Business effectiveness
  37. 37. 2044? 10 April 201437 Andrew Boag | Business effectiveness M +44 [0]7966 520023 | T +44 [0]1993 815812 | andrew@boag.org.uk | linkedin.com/in/asboag Thanks
  38. 38. 10 April 201438 ‘I can’t improve what I can’t measure.’ Kaplan&Norton,BalancedScorecard.Harvard BusinessReview,Jan1992 Customer (e.g. CSAT, Net Promoter) Innovation & learning (e.g. exploitation of new channels) Internal (e.g. efficiency, productivity, call reduction) Financial (e.g. regular sales growth) Andrew Boag | Business effectiveness

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