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Meaningful Technology for Humans:
How Strategy Helps to Deliver
Real Value for People
Björn Rohles Photo by Johannes Plenio on Unsplash
Photo by Maxim Hopman on Unsplash
Technology is all around us,
and we are actively creating technology products every day.
https://roudstudio.com/blog/the-impact-of-digital-transformation-on-economic-growth Photo by Gilles Lambert on Unsplash
new business models
increased ef
fi
ciency
data-driven decisions
increased innovation
What makes technology
meaningful for humans?
David Ogilvy
Consumers do not buy products.
They buy product bene
fi
ts.
Advertiser
They buy solutions
to their needs.
Photo: Fotocollectie Anefo, Wikimedia Commons
People do not want a quarter-inch drill,
they want a quarter-inch hole.
Theodore Levitt
Professor
… but is having a quarter-inch hole
meaningful?
Photo by charlesdeluvio on Unsplash
Photo by Jonny Caspari on Unsplash
The hole is not the goal.
Photo by OPPO Find X5 Pro on Unsplash
Digging deeper to
find the real value
why people use a product.
Photo by Maxim Hopman on Unsplash
Technology needs to ful
fi
l meaningful human needs
to provide real value for people.
How Strategy Helps to Deliver
Real Value for People
Mission, Vision, Strategy
How Strategy Helps to Deliver Real Value for People
Aligning Mission and Human Needs
→ Strategy aligns all areas with business mission.
Photo by Getty Images, Unsplash+
Strategy serves a purpose.
https://investors.spotify.com/about/; Photo by Marcela Laskoski on Unsplash
WHY an organisation exists
Spotify’s mission is to unlock the potential of
human creativity by giving a million creative artists
the opportunity to live off their art and billions of
fans the opportunity to enjoy and be inspired by it.
Inspiring Customers
business
mission
customer
needs
→ Strategy builds a value loop.
James C. Collins & Bill Lazier
Sound strategy is impossible without clear vision.
[…] If you want to have a good strategy, you need
to
fi
rst understand with piercing clarity what you
are trying to achieve.
BE 2.0 (Beyond Entrepreneurship 2.0): Turning Your Business into an Enduring Great Company
How Strategy Helps to Deliver Real Value for People
Inspiring Visions
→ Strategy is aspirational and inspirational.
Photo by Pascal Habermann on Unsplash
Strategy creates a vivid description
of what we want to achieve.
Rohles 2023
Preserving
the core
What really de
fi
nes
an organisation
• essential, timeless
core values driving
behaviour
• core purpose
de
fi
ning an
organisation
Collins & Porras 1996
Preserving
the core
What really de
fi
nes
an organisation
• essential, timeless
core values driving
behaviour
• core purpose
de
fi
ning an
organisation
Collins & Porras 1996
Stimulating
progress
What an organisation
aspires to achieve
• bold long-term
goals
• vivid descriptions
to inspire people
Using adjectives to define how technology should feel
Winter et al. 2023; Rohles 2023
(1) Collecting adjectives
(2) Discussing & clustering adjectives
(3) Prioritising & aligning with mission
Using adjectives to describe how
technology should feel to humans:
• valuable
• useful
• trustworthy
Visions for
meaningful technology
Winter et al. 2023; Rohles 2023 Photo by Johannes Plenio on Unsplash
Vision statement
Our products feel so valuable, useful and trustworthy to customers
that they become enthusiastic. Over time, customers become fans
who actively recommend our products to others.
Photo by Julentto Photography on Unsplash
Vision
Daily Work
= concrete activities
Vision
= our long-term goal
GAP
Rohles et al. 2023
Lee G. Bolman & Terrence E. Deal
A vision without a strategy
remains an illusion.
Reframing Organizations: Artistry, Choise, and Leadership (Chapter 10)
Photo by Julentto Photography on Unsplash
Daily Work
= concrete activities
Vision
= our long-term goal
Strategy
Strategy
= approach to realise a vision
Rohles et al. 2023
Vision
How Strategy Helps to Deliver Real Value for People
Defining the Path Through Strategy
→ Strategy focuses on the problem
fi
rst.
Photo by Samantha Sophia on Unsplash
Strategy builds on the vision,
but de
fi
nes the challenge.
Rumelt 2017
What we are focusing on
highest reachable point
What we are not focusing on
→ Strategy uses research to provide unique value.
→ Strategy simpli
fi
es complexity.
Photo by Samantha Sophia on Unsplash; Photo by Greg Rakozy on Unsplash
Rumelt 2017
Strategy identi
fi
es
what is critical…
… depending on
context & change.
Point of View Statement
Sabine needs to
_______________________________
because she
_______________________________
_______________________________
upskill in Blockchain technology
wants to push technological
progress forward in her community.
Porter 2011
Empathy with customers
“Would this feature or decision serve this
purpose? Would it create a valuable, useful
and trustworthy experience for Sabine?”
→ creates orientation and facilitates
decision-taking
→ Strategy de
fi
nes a set of relevant activities.
Photo by George Dagerotip, Unsplash+
Strategy identi
fi
es how to deal
with the challenge.
Rumelt 2017
Photo by Getty Images, Unsplash+
→ Strategy creates consistency in all actions.
Photo by Elahe Motamedi on Unsplash
Photo by Rahadiansyah on Unsplash
Teams… Training… Processes…
Rumelt 2017
Creativity as a
Key Requirement
Photo by Nathalie Blauth, Unsplash+
You can NOT analyze
your way to strategy;
instead, it is a creative
exercise to figure out
how to win.
https://experiencinginformation.com/2009/06/06/experience-strategy-johnny-holland/
Jim Kalbach
Studies on the value of creativity and design: Baars 2023, DMI, McKinsey
→ Strategy asks “What could go wrong?”.
Photo by Patrick Hendry on Unsplash
Strategy anticipates & mitigates risks.
Schubert n.d.
→ Strategy is based on constant data.
Photo by Brook Anderson on Unsplash
Strategy is
adapted in real-time.
https://www.user-experience-blog.de/courses/design-ux-strategien-entwickeln-und-umsetzen/
De
fi
ne metrics for selected adjectives:
• valuable – use survey-based
benchmarks with customers
• useful – test key tasks
• trustworthy – assess reliability
Evaluating Strategy
https://ueqplus.ueq-research.org/
Photo by Desola Lanre-Ologun on Unsplash
How can we
fi
nd out whether we achieve the intended outcome?
→ Constant evaluation and adaptation of strategy
→ Data-driven decisions rather than intuition
How Strategy Helps to Deliver Real Value for People
Conclusion
Photo by Johannes Plenio on Unsplash
Meaningful Technology for Humans:
How Strategy Helps to Deliver
Real Value for People
Strategy…
… aligns all areas with the business mission.
… builds a value loop between business and customers.
… is aspirational and inspirational by de
fi
ning a vision.
Photo by Johannes Plenio on Unsplash
Meaningful Technology for Humans:
How Strategy Helps to Deliver
Real Value for People
Strategy…
… focuses on the problem
fi
rst.
… requires research to provide unique value.
… simpli
fi
es complexity by de
fi
ning what is critical.
Photo by Johannes Plenio on Unsplash
Meaningful Technology for Humans:
How Strategy Helps to Deliver
Real Value for People
Strategy…
… de
fi
nes a set of relevant activities.
… creates consistency in all actions.
… asks “What could go wrong?”.
… is based on constant data.
References
References
• Baars, J.-E. (2023). Studienbericht zur Designfähigkeit.
bayern design. https://bayern-design.de/wp-content/
uploads/2023/09/Studienbericht-zur-
Designfaehikgeit_DS-1.pdf
• Collins, J. C., & Porras, J. I. (1996). Building Your
Company’s Vision. Harvard Business Review.
• DMI: https://www.dmi.org/blogpost/1093220/182956/
Design-Driven-Companies-Outperform-S-P-by-228-
Over-Ten-Years--The-DMI-Design-Value-Index
• McKinsey Design study: https://www.mckinsey.com/
capabilities/mckinsey-design/our-insights/the-business-
value-of-design#/
• Porter, M. E. (2011). What Is Strategy? In Harvard
Business Review: HBR’s 10 Must Reads On Strategy (pp.
1–37). Harvard Business School Publishing Corporation.
• Rohles, B. (2023). Die richtige UX-Vision und -Strategie
fi
nden. t3n, 73, 142–146.
• Rohles, B., Votintseva, A., Schneider, P., & Stavrakakis,
M. (2023). Let’s Talk About Strategy: Factors in
establishing UX strategy. Mensch & Computer,
Rapperswil, Switzerland.
• Rumelt, R. P. (2017). Good strategy, bad strategy: The
difference and why it matters. Pro
fi
le Books.
• Winter, D., Hausmann, C., Hinderks, A., &
Thomaschewski, J. (2023). Development of a Shared UX
Vision Based on UX Factors Ascertained Through
Attribution. International Journal of Interactive
Multimedia and Arti
fi
cial Intelligence, 8(2), 247. https://
doi.org/10.9781/ijimai.2023.04.001

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Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value for People

  • 1. Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value for People Björn Rohles Photo by Johannes Plenio on Unsplash
  • 2. Photo by Maxim Hopman on Unsplash Technology is all around us, and we are actively creating technology products every day.
  • 3. https://roudstudio.com/blog/the-impact-of-digital-transformation-on-economic-growth Photo by Gilles Lambert on Unsplash new business models increased ef fi ciency data-driven decisions increased innovation What makes technology meaningful for humans?
  • 4. David Ogilvy Consumers do not buy products. They buy product bene fi ts. Advertiser They buy solutions to their needs. Photo: Fotocollectie Anefo, Wikimedia Commons
  • 5. People do not want a quarter-inch drill, they want a quarter-inch hole. Theodore Levitt Professor … but is having a quarter-inch hole meaningful? Photo by charlesdeluvio on Unsplash
  • 6. Photo by Jonny Caspari on Unsplash The hole is not the goal.
  • 7. Photo by OPPO Find X5 Pro on Unsplash Digging deeper to find the real value why people use a product.
  • 8. Photo by Maxim Hopman on Unsplash Technology needs to ful fi l meaningful human needs to provide real value for people. How Strategy Helps to Deliver Real Value for People Mission, Vision, Strategy
  • 9. How Strategy Helps to Deliver Real Value for People Aligning Mission and Human Needs
  • 10. → Strategy aligns all areas with business mission. Photo by Getty Images, Unsplash+ Strategy serves a purpose.
  • 11. https://investors.spotify.com/about/; Photo by Marcela Laskoski on Unsplash WHY an organisation exists Spotify’s mission is to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.
  • 14. James C. Collins & Bill Lazier Sound strategy is impossible without clear vision. […] If you want to have a good strategy, you need to fi rst understand with piercing clarity what you are trying to achieve. BE 2.0 (Beyond Entrepreneurship 2.0): Turning Your Business into an Enduring Great Company
  • 15. How Strategy Helps to Deliver Real Value for People Inspiring Visions
  • 16. → Strategy is aspirational and inspirational. Photo by Pascal Habermann on Unsplash Strategy creates a vivid description of what we want to achieve. Rohles 2023
  • 17. Preserving the core What really de fi nes an organisation • essential, timeless core values driving behaviour • core purpose de fi ning an organisation Collins & Porras 1996
  • 18. Preserving the core What really de fi nes an organisation • essential, timeless core values driving behaviour • core purpose de fi ning an organisation Collins & Porras 1996 Stimulating progress What an organisation aspires to achieve • bold long-term goals • vivid descriptions to inspire people
  • 19. Using adjectives to define how technology should feel Winter et al. 2023; Rohles 2023 (1) Collecting adjectives (2) Discussing & clustering adjectives (3) Prioritising & aligning with mission
  • 20. Using adjectives to describe how technology should feel to humans: • valuable • useful • trustworthy Visions for meaningful technology Winter et al. 2023; Rohles 2023 Photo by Johannes Plenio on Unsplash Vision statement Our products feel so valuable, useful and trustworthy to customers that they become enthusiastic. Over time, customers become fans who actively recommend our products to others.
  • 21. Photo by Julentto Photography on Unsplash Vision Daily Work = concrete activities Vision = our long-term goal GAP Rohles et al. 2023
  • 22. Lee G. Bolman & Terrence E. Deal A vision without a strategy remains an illusion. Reframing Organizations: Artistry, Choise, and Leadership (Chapter 10)
  • 23. Photo by Julentto Photography on Unsplash Daily Work = concrete activities Vision = our long-term goal Strategy Strategy = approach to realise a vision Rohles et al. 2023 Vision
  • 24. How Strategy Helps to Deliver Real Value for People Defining the Path Through Strategy
  • 25. → Strategy focuses on the problem fi rst. Photo by Samantha Sophia on Unsplash Strategy builds on the vision, but de fi nes the challenge. Rumelt 2017
  • 26. What we are focusing on highest reachable point What we are not focusing on → Strategy uses research to provide unique value.
  • 27. → Strategy simpli fi es complexity. Photo by Samantha Sophia on Unsplash; Photo by Greg Rakozy on Unsplash Rumelt 2017 Strategy identi fi es what is critical… … depending on context & change.
  • 28. Point of View Statement Sabine needs to _______________________________ because she _______________________________ _______________________________ upskill in Blockchain technology wants to push technological progress forward in her community. Porter 2011 Empathy with customers “Would this feature or decision serve this purpose? Would it create a valuable, useful and trustworthy experience for Sabine?” → creates orientation and facilitates decision-taking
  • 29. → Strategy de fi nes a set of relevant activities. Photo by George Dagerotip, Unsplash+ Strategy identi fi es how to deal with the challenge. Rumelt 2017
  • 30. Photo by Getty Images, Unsplash+ → Strategy creates consistency in all actions. Photo by Elahe Motamedi on Unsplash Photo by Rahadiansyah on Unsplash Teams… Training… Processes… Rumelt 2017
  • 31. Creativity as a Key Requirement Photo by Nathalie Blauth, Unsplash+ You can NOT analyze your way to strategy; instead, it is a creative exercise to figure out how to win. https://experiencinginformation.com/2009/06/06/experience-strategy-johnny-holland/ Jim Kalbach
  • 32. Studies on the value of creativity and design: Baars 2023, DMI, McKinsey
  • 33. → Strategy asks “What could go wrong?”. Photo by Patrick Hendry on Unsplash Strategy anticipates & mitigates risks. Schubert n.d.
  • 34. → Strategy is based on constant data. Photo by Brook Anderson on Unsplash Strategy is adapted in real-time. https://www.user-experience-blog.de/courses/design-ux-strategien-entwickeln-und-umsetzen/
  • 35. De fi ne metrics for selected adjectives: • valuable – use survey-based benchmarks with customers • useful – test key tasks • trustworthy – assess reliability Evaluating Strategy https://ueqplus.ueq-research.org/ Photo by Desola Lanre-Ologun on Unsplash How can we fi nd out whether we achieve the intended outcome? → Constant evaluation and adaptation of strategy → Data-driven decisions rather than intuition
  • 36. How Strategy Helps to Deliver Real Value for People Conclusion
  • 37. Photo by Johannes Plenio on Unsplash Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value for People Strategy… … aligns all areas with the business mission. … builds a value loop between business and customers. … is aspirational and inspirational by de fi ning a vision.
  • 38. Photo by Johannes Plenio on Unsplash Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value for People Strategy… … focuses on the problem fi rst. … requires research to provide unique value. … simpli fi es complexity by de fi ning what is critical.
  • 39. Photo by Johannes Plenio on Unsplash Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value for People Strategy… … de fi nes a set of relevant activities. … creates consistency in all actions. … asks “What could go wrong?”. … is based on constant data.
  • 41. References • Baars, J.-E. (2023). Studienbericht zur Designfähigkeit. bayern design. https://bayern-design.de/wp-content/ uploads/2023/09/Studienbericht-zur- Designfaehikgeit_DS-1.pdf • Collins, J. C., & Porras, J. I. (1996). Building Your Company’s Vision. Harvard Business Review. • DMI: https://www.dmi.org/blogpost/1093220/182956/ Design-Driven-Companies-Outperform-S-P-by-228- Over-Ten-Years--The-DMI-Design-Value-Index • McKinsey Design study: https://www.mckinsey.com/ capabilities/mckinsey-design/our-insights/the-business- value-of-design#/ • Porter, M. E. (2011). What Is Strategy? In Harvard Business Review: HBR’s 10 Must Reads On Strategy (pp. 1–37). Harvard Business School Publishing Corporation. • Rohles, B. (2023). Die richtige UX-Vision und -Strategie fi nden. t3n, 73, 142–146. • Rohles, B., Votintseva, A., Schneider, P., & Stavrakakis, M. (2023). Let’s Talk About Strategy: Factors in establishing UX strategy. Mensch & Computer, Rapperswil, Switzerland. • Rumelt, R. P. (2017). Good strategy, bad strategy: The difference and why it matters. Pro fi le Books. • Winter, D., Hausmann, C., Hinderks, A., & Thomaschewski, J. (2023). Development of a Shared UX Vision Based on UX Factors Ascertained Through Attribution. International Journal of Interactive Multimedia and Arti fi cial Intelligence, 8(2), 247. https:// doi.org/10.9781/ijimai.2023.04.001