Design Strategy

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How to move design into a strategic force at your company.

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Design Strategy

  1. 1. Strategically impacting your organization<br />Kaaren Hanson<br />Director, Experience Design<br />Intuit<br />
  2. 2. Different skills will help you to have strategic impact<br />The game is the same…<br />How you keep score is not!<br />
  3. 3. …a short story<br />
  4. 4. ® RUBY BOUKABOU<br />
  5. 5. The vision changes for Greg<br />
  6. 6. Greg changes the world<br />77 schools<br />1 school – 3 yrs<br />1994<br />1997<br />2000<br />2003<br />2006<br />2009<br />
  7. 7. Greg knows…it is all about connections!<br />Proactively reaching out to others<br />(International media and schools, UN, US and Pakistan Governments)<br />Started with clear vision<br />(reached out as needed)<br />
  8. 8. Three Cups of Tea<br />
  9. 9. 3 key skills to master<br /> Own your brand<br /> Make the current state & impacts of decisions transparent<br />Get shared vision on goals & measures<br />
  10. 10. Own your brand!<br />
  11. 11. What is a Brand?<br />A “brand” is not a thing, a product, a company or an organization… <br />… it is a mental construct<br />… the sum total of all human experiences, perceptions and feelings<br />James R. Gregory, “Leveraging the Corporate Brand”<br />
  12. 12. What Is YourBrand?<br />
  13. 13. What do you want people to say when asked…<br />Tell me about…?<br />
  14. 14. Design:<br />Positive<br />Brand Attributes<br />Creative<br />Passionate<br />Innovative<br />Insightful<br />Thought Leader<br />Design Great Experiences<br />
  15. 15. Design:<br />Negative <br />Brand Attributes<br />Primadonnas<br />Complainers<br />Narrowly Focused<br />
  16. 16. 3 key skills to master<br /> Own your brand<br />Make the current state transparent<br />Get shared vision on goals & measures<br />
  17. 17. Make the Current State Transparent<br />
  18. 18. Offering Challenge: Buy to Use!<br />
  19. 19. Customer Experience Maps<br />
  20. 20. 3 key skills to master<br /> Own your brand<br />Make the current state transparent<br />Get shared vision on goals & measures<br />
  21. 21. E2E Features Used by All<br />5%<br />E2E Features Used by Some<br />20%<br />E2E Features Rarely or Never Used<br />75%<br />Focus on the critical few<br />Data from Mauro (2002) <br />
  22. 22. WOW<br />WOM<br />Ease<br />Delight<br />Re-Use<br />Value<br />Re-Buy<br />Shared vision on goals & measures<br />
  23. 23. 3 key skills to master<br /> Own your brand<br />Make the current state transparent<br />Get shared vision on goals & measures<br />
  24. 24. Own your brand!<br />
  25. 25. Different skills will help you to have strategic impact<br />The game is the same…<br />How you keep score is not!<br />

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