Strategy to Execution - shipping products while adapting to new information - web version
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STRATEGY TO EXECUTION
Shipping products while adapting to new infomation
JONNY SCHNEIDER
Principal, ThoughtWorks UK
Service Design and Product Strategy
@jonnyschneider
jschneider@thoughtworks.com
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…many plans are built on projections
of future prices and costs that are
almost invariably wrong
—Michael E. Porter
https://www.flickr.com/photos/worldeconomicforum/5397052359
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43% Average project cost over-run
71%
→ came in over budget
→ exceeded time estimates
→ underestimated scope
$
55b Annual waste
https://www.flickr.com/photos/jonathancohen/4766990832
Chaos Report, Standish Group, 2004.
of projects
EXPLOREUNDERSTAND CREATEDEFINE
strategy
and tactics
initial
vision
solution
LEARN BUILD
MEASURE
DEFINE STRATEGY EXECUTE SOLUTION
Understand why & define how Create the outcome
Adapted and extended from British Design Council.
A way of thinking, not a framework
The ‘Double Diamond’, adapted from Industrial Design
Brings strategy closer to execution
Designers don’t search for a solution until they have
determined the real problem, and even then, instead
of solving that problem, they stop to consider a wide
range of potential solutions. Only then will they
converge upon their proposal.
—Donald Norman
EXPLORE CREATEUNDERSTAND DEFINE
Formulate the first expression a strategy for future success
Synthesise new knowledge and assess the opportunities
Do just enough to enable action to occur
Strategy is about action,
about doing something…
there is no greater tool for
sharpening strategic ideas
than the necessity to act.
—Richard P. Rumelt
EXPLOREUNDERSTAND DEFINE CREATE
Refine, hone and optimise the proposition
As the right solution becomes clear, focus on fidelity
Go to market, but don’t stop learning
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TRIGGER
REDUCE COST
OF ACQUISITION
SIMPLIFY
THE BUSINESS
UNDERSTAND
CURRENT CONDITION
OBSERVATION AND
JOINING THE DOTS
BUSINESS
IMPERATIVES
They’re often vague, and not immediately actionable
So, we need to go see, make observations, and join the dots
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TRIGGER
Process
Analysis
Operational
Research
Observation
Customer
Research
Behavioural
Analysis
Value Stream
Mapping
Customer
Archetypes
Design Thinking
Ideation
Context Map Service Blueprint
& OPPORTUNITIES
EMERGENT
PROBLEMS
ASSESS VIABILITY,
SELECT FOR IMPACT
DEFINE
TARGET CONDITION
REDUCE COST
OF ACQUISITION
SIMPLIFY
THE BUSINESS
Kano Analysis
Value Proposition
Opportunity
Assessment
Hypothesis
Elaboration
Devil’s Advocate
Innovation
Accounting
Weighting Matrix
Evaluation
Frameworks
Pirate Metrics Prioritisation
UNDERSTAND
CURRENT CONDITION
OBSERVATION AND
JOINING THE DOTS
FIRST EXPRESSION
OF STRATEGY
BUSINESS
IMPERATIVES
Again, there are many ways to do that
Now define the target condition and first expression of strategy
Accept that it’s fuzzy and incomplete
evolved version of hypothesis template
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AWARE, INFORMED AND ON-BOARDED
We believe that
Better informing travellers about Tax Free Refund steps and
process
!
Will result in
an increase in repeated usage of the Global Blue app
We will know we’ve succeed when
IN PROTOTYPE REAL
Number of ‘active/engaged’
users increases by
Accuracy of submitted forms
increases by
PLAN
Acquisition
6% 30%
This was to measure customer acquisition
All experiments are not created equal
But it’s not about product/market fit at all…
It’s about optimising the execution of a sign-up flow
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Lessons From The Trenches
(IAG Experience Report)
A few other helpful things.
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Saddle Row Example
Get familiar with lean techniques
Practice Customer Development on a fictitious business
Train your team to think big, start small, and act fast
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DESCRIPTION AND NOTES: write, draw or sketch how your idea works.
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CATEGORY
OPERATIONAL BENEFIT
CONVERSION FUNNEL PRIMARY FOCUS
STREAMLINE
OPERATIONS
cost reduction
Acquisition
Activation
Retention
Revenue
Referral
Commercial
(viability, financial)
process improvement
CUSTOMER ARCHETYPE TYPE OF BENEFIT
IMPROVE EXISTING
PROPOSITION
Digital Natives
Family Traveller
Affluent Indulger
Mainstream Traveller
Value Vacationer
Purposeful Business
High Flying Globe Trotter
Flying Practitioner
Air Warrior
Value Business
__________
__________
__________
pain relief Technology
(feasibility, innovation)
CREATE NEW
PROPOSITION gain creator Experience
(desirable to customer)
TITLE:
A little structure can goes a long way
http://bit.ly/uxscot-idea-cards