Agile digital strategy

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Presentation at Hartmanevent 2013. Some workshops methode that will help you froming your digital strategy. Agile and down-to-earth.

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Agile digital strategy

  1. 1. Agile digital strategy ADVATERA COMMUNITY FOR DIGITAL EXPERTS HARTMANEVENT UTRECHT, 10. OCTOBER 2013 @REKLOV
  2. 2. © Wienerberger
  3. 3. © Wienerberger
  4. 4. @reklov
  5. 5. Ca y u rea t is? I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
  6. 6. You a e not r adi g thi s. I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
  7. 7. Wh ar ou rea in ? I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
  8. 8. Wh ar ou rea in ? Why are you dreaming? I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
  9. 9. The problem: Misunderstandings
  10. 10. Project triangle Business Agency IT
  11. 11. Project triangle Business Agency IT
  12. 12. Project triangle Business Agency IT
  13. 13. Project triangle Business Agency IT
  14. 14. The squiggle uncertainity / patterns / insights Research Concept Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/ clarity / focus Design
  15. 15. The squiggle uncertainity / patterns / insights Research Many projects start here Concept Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/ clarity / focus Design
  16. 16. The problem: Creativity follows business
  17. 17. The Noriaki Kano model satisfied done very poorly or not at all done very well dissatisfied
  18. 18. The problem: Wrong expectations
  19. 19. „I need management buy-in to start the project.“
  20. 20. you have to work for it
  21. 21. The problem: Management Buy-In
  22. 22. 4 WORKSHOPS YOU CAN DO TOMORROW
  23. 23. 1. Opportunity Workshop  What areas of your digital strategy are most in need of improvement?  Indentify issues and pain points in the current digital sphere  Prioritize them from a strategy point of view  Help the team deciding on the next steps to address or improve  Do it with post-its and simply ask for    A digital problem on people experienced Missed opportunity on your current digital presence Find themes by clustering the post-its Source: Leah Buley; The User Experience Team of One; Rosenfeld Media; http://rosenfeldmedia.com/books/ux-team-of-one/
  24. 24. 2. Stakeholder workshop  How to convince stakeholders? How to get management buy-in? 1. Make a list of stakeholders 2. How much influence does each stakeholder have on your project? (power) 3. How much is the stakeholder influenced by the project? (interest)  Print out the stakeholder map Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
  25. 25. 2. Stakeholder workshop Power (how much influence has the stakeholder?) Interest (How much is the stakeholder influenced by the project result?) Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
  26. 26. 2. Stakeholder workshop Power (how much influence has the stakeholder?) IT project manager CEO legal manager users Interest (How much is the stakeholder influenced by the project result?) Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
  27. 27. 2. Stakeholder workshop Power (how much influence has the stakeholder?) IT project manager CEO legal manager users Interest (How much is the stakeholder influenced by the project result?) Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; Mendelow power / interest matrix; WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
  28. 28. 2. Stakeholder workshop Power (how much influence has the stakeholder?) IT project manager CEO Keep satisfied legal manager Keep informed Work closely together users Keep motivated Interest (How much is the stakeholder influenced by the project result?) Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; Mendelow power / interest matrix; WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12);
  29. 29. 2. Stakeholder workshop Power (how much influence has the stakeholder?) 35% 25% IT project manager CEO Keep satisfied 15% legal manager Keep informed Work closely together 25% users Keep motivated Interest (How much is the stakeholder influenced by the project result?) Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; Mendelow power / interest matrix; WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12);
  30. 30. 3. Story telling  Use the opportunities you identified, combine them with proto personas and write short user stories or problem stories for your stakeholders as audience.  Just write down a short written story  Forget story boards, they are too complicated  Just write short stories  Let others read your stories and optimize them
  31. 31. Audience
  32. 32. Perspective
  33. 33. Context
  34. 34. Character
  35. 35. Story telling  Audience  Perspective  Context  Character
  36. 36. 4. Customer journey workshop  A customer journey map helps you understanding your digital landscape and getting a 360° view of the customer. 1. Define decision phases (i.e. Kotler purchase decision) 2. Define channels (online and offline channels) 3. Design a prototypical customer journey 4. Identify opportunities in the customer journey
  37. 37. Peter‘s Customer Journey Need recognition Information search Evaluation Purchase After-sales Website Google Sales rep. Newsletter Brochures … first Needs / activities second third step Emotions/ perception of experience Opportunity / Chance
  38. 38. Peter‘s Customer Journey Need recognition Website Google Sales rep. Newsletter Brochures … + Emotion - Information search Evaluation Purchase After-sales
  39. 39. Share your knowledge! Volker Grünauer Advatera – Knowledge sharing for digital & communication managers vg@advatera.com
  40. 40. http://my.advatera.com  The community for digital experts  Erfahrungsaustausch für Digitalverantwortliche  Le partage des connaissances numériques entre experts
  41. 41. @REKLOV, HTTP://MY.ADVATERA.COM

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