This is the slides for an online webinar regarding how you can implement strategy in a way relevant for the users. The presentation talks about the tool dynamic roadmap.
Morgenbooster 1508 - Think like a Futurist Act Like a Designer1508 A/S
Our Morgenbooster: Think Like a Futurist, Act Like a Designer
Get a sneak-peek into how to apply futures thinking to your design processes to help create reactive and proactive brands, businesses, and products.
Our Morgenbooster: Designing for Possible Futures.
Get a sneak-peak into how to apply futures thinking to your design processes to help create reactive and proactive brands, businesses, and products.
Dynamic Roadmap: Combining Strategy and Design Thinking1508 A/S
Our Morgenbooster "Dynamic Roadmap: Combining Strategy and Design Thinking" answering the question: What can strategists and design thinkers learn from each other?
Strategy is simple. In its essence, it is about putting together a plan and acting it out. The faster you can act out the plan the quicker you will know if your strategy is working. Unfortunately, some companies tend to plan, and re-plan more than they execute and seem to have forgotten how to act on what is needed and not on what is planned. Oftentimes, the reason is they want to be sure that the plan works before they allocate resources to act it out. The rapid changes we see in today's business environment has an immense potential for organizations who adapt to this new reality. But adapting is not easy. We need to begin thinking about strategy as an ever-changing dynamic hypothesis that needs constant validation through instant market feedback. In this Morgenbooster we want to show you why and how you can start working with strategy in a profoundly new way inspired by the Scandinavian way of form-giving, business thinking and the ancient Egyptians. We call it Design Doing.
How do you turn pension, a difficult and perhaps a bit boring subject, into simple and relevant messages for 350,000 members? That is what this Morgenbooster will answer.
User centricity, hypothesising and prototyping. These are some of the core principles of Design Thinking. By empathising with a group of people, these principles promise to reduce uncertainty about what problems to solve for whom and how.
Morgenbooster 1508 - Think like a Futurist Act Like a Designer1508 A/S
Our Morgenbooster: Think Like a Futurist, Act Like a Designer
Get a sneak-peek into how to apply futures thinking to your design processes to help create reactive and proactive brands, businesses, and products.
Our Morgenbooster: Designing for Possible Futures.
Get a sneak-peak into how to apply futures thinking to your design processes to help create reactive and proactive brands, businesses, and products.
Dynamic Roadmap: Combining Strategy and Design Thinking1508 A/S
Our Morgenbooster "Dynamic Roadmap: Combining Strategy and Design Thinking" answering the question: What can strategists and design thinkers learn from each other?
Strategy is simple. In its essence, it is about putting together a plan and acting it out. The faster you can act out the plan the quicker you will know if your strategy is working. Unfortunately, some companies tend to plan, and re-plan more than they execute and seem to have forgotten how to act on what is needed and not on what is planned. Oftentimes, the reason is they want to be sure that the plan works before they allocate resources to act it out. The rapid changes we see in today's business environment has an immense potential for organizations who adapt to this new reality. But adapting is not easy. We need to begin thinking about strategy as an ever-changing dynamic hypothesis that needs constant validation through instant market feedback. In this Morgenbooster we want to show you why and how you can start working with strategy in a profoundly new way inspired by the Scandinavian way of form-giving, business thinking and the ancient Egyptians. We call it Design Doing.
How do you turn pension, a difficult and perhaps a bit boring subject, into simple and relevant messages for 350,000 members? That is what this Morgenbooster will answer.
User centricity, hypothesising and prototyping. These are some of the core principles of Design Thinking. By empathising with a group of people, these principles promise to reduce uncertainty about what problems to solve for whom and how.
Morgenbooster Purpose-Driven Innovation I Morgenbooster #901508 A/S
In this Morgenbooster Jens Bjørn Koustrup Nielsen, CCO at 1508, and Hjørdis Thorborg, Brand Experience Director at 1508, will address some of the fuss and buzz about purpose and innovation and will share their own reflections on how you can drive impactful design- and innovation processes through a strong sense of purpose.
Facilitators: Lawrence Neeley (Olin College) and Leticia Britos Cavagnaro (Stanford University)
Design Thinking is a method for the practical and creative resolution of problems through design with a comprehensive understanding of stakeholders, users, or customers. There has been significant coverage in the literature on this method, much in connection to Stanford’s d.school. This widely adopted method has direct application in engineering. Through this breakout, participants will learn some of the core concepts of design thinking and available resources. Participants will discuss how to leverage the overlap of design thinking and entrepreneurial mindset.
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
During this Morgenbooster, we will dive into the understanding of digital design systems, and why they have become increasingly popular.
What are they? How do they work? What will you gain from building one? And last, but not least we will take you through a couple of tangible experiences and journeys of building such a system.
Throughout the talk we will be sharing experiences from both a design and development perspective.
And hopefully we will all have the feeling of getting one step closer to a design system, which meets all the requirements in modern digital design. A system where all services, assets and communications are designed from one central place to evoke both emotions in a coherent brand experience and support the functional necessities of today’s dynamic business strategies.
Members Event
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
This is a short talk and workshop (30' + 90') to give a first introduction to design thinking. Gives theory foundation, notes a few different approaches, and then dives into one of them.
This presentation was first done at ImpactON / StartupChile evening in 2015.
This presentation explore the 3 key elements of Design Thinking concept:
1) mind-set
2) process and
3) tool
Thinking of design as an experience rather than isolated objects help us deal with much more complex world - Tim Brown
A way of approaching business problem in the same way designers approach design problem - Roger Martin
No longer associated simply with objects and appearances, design is increasingly understood in a much wider sense as the human capacity to plan and produce desired outcomes. - Bruce Mau
Design as a way of thinking, an approach to solving problems
Uncertainty as a Business and Design Tool - Morgenbooster1508 A/S
In today's rapidly evolving world, the relevance of future-proofing your business cannot be overstated. But how do you make change an integral part of your strategy?
Laura Mocanu of Elite Vision Coaching has an impressive background as a Marketing Professional in her native Romania. This combined with her own career change and a passion for continuing education sets the tone for her work. A business mentor for the Prince’s Trust and Well Being Officer for NIAMH, her own trajectory is an excellent model for what it takes a client to maximize their potential and illustrative of the "Design Thinking" she teaches.
An audio of this presentation can be found at: https://www.dropbox.com/s/v6x32tx449nofqi/14%20Laura%20Mocanu.mp3?dl=0
www.evisioncoaching.co.uk
@EVisionCoaching
Ideas are never a problem. Each team working on a software project knows how easy is to fill the backlog with 100 new things to build. The most challenging part comes when it’s necessary to make decisions about what to include or exclude. How can we connect the work to high-level business results, and at the same time, leave the space for exploring uncertainty? This talk describes an outcome-first approach to strategy and prioritization. With examples coming from the real-life experience, it shows how it’s possible to balance team autonomy and a global product direction. How a value-based prioritization creates an adaptive, learning culture, enabling cross-functional and collaborative decision making.
Morgenbooster Purpose-Driven Innovation I Morgenbooster #901508 A/S
In this Morgenbooster Jens Bjørn Koustrup Nielsen, CCO at 1508, and Hjørdis Thorborg, Brand Experience Director at 1508, will address some of the fuss and buzz about purpose and innovation and will share their own reflections on how you can drive impactful design- and innovation processes through a strong sense of purpose.
Facilitators: Lawrence Neeley (Olin College) and Leticia Britos Cavagnaro (Stanford University)
Design Thinking is a method for the practical and creative resolution of problems through design with a comprehensive understanding of stakeholders, users, or customers. There has been significant coverage in the literature on this method, much in connection to Stanford’s d.school. This widely adopted method has direct application in engineering. Through this breakout, participants will learn some of the core concepts of design thinking and available resources. Participants will discuss how to leverage the overlap of design thinking and entrepreneurial mindset.
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
During this Morgenbooster, we will dive into the understanding of digital design systems, and why they have become increasingly popular.
What are they? How do they work? What will you gain from building one? And last, but not least we will take you through a couple of tangible experiences and journeys of building such a system.
Throughout the talk we will be sharing experiences from both a design and development perspective.
And hopefully we will all have the feeling of getting one step closer to a design system, which meets all the requirements in modern digital design. A system where all services, assets and communications are designed from one central place to evoke both emotions in a coherent brand experience and support the functional necessities of today’s dynamic business strategies.
Members Event
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
This is a short talk and workshop (30' + 90') to give a first introduction to design thinking. Gives theory foundation, notes a few different approaches, and then dives into one of them.
This presentation was first done at ImpactON / StartupChile evening in 2015.
This presentation explore the 3 key elements of Design Thinking concept:
1) mind-set
2) process and
3) tool
Thinking of design as an experience rather than isolated objects help us deal with much more complex world - Tim Brown
A way of approaching business problem in the same way designers approach design problem - Roger Martin
No longer associated simply with objects and appearances, design is increasingly understood in a much wider sense as the human capacity to plan and produce desired outcomes. - Bruce Mau
Design as a way of thinking, an approach to solving problems
Uncertainty as a Business and Design Tool - Morgenbooster1508 A/S
In today's rapidly evolving world, the relevance of future-proofing your business cannot be overstated. But how do you make change an integral part of your strategy?
Laura Mocanu of Elite Vision Coaching has an impressive background as a Marketing Professional in her native Romania. This combined with her own career change and a passion for continuing education sets the tone for her work. A business mentor for the Prince’s Trust and Well Being Officer for NIAMH, her own trajectory is an excellent model for what it takes a client to maximize their potential and illustrative of the "Design Thinking" she teaches.
An audio of this presentation can be found at: https://www.dropbox.com/s/v6x32tx449nofqi/14%20Laura%20Mocanu.mp3?dl=0
www.evisioncoaching.co.uk
@EVisionCoaching
Ideas are never a problem. Each team working on a software project knows how easy is to fill the backlog with 100 new things to build. The most challenging part comes when it’s necessary to make decisions about what to include or exclude. How can we connect the work to high-level business results, and at the same time, leave the space for exploring uncertainty? This talk describes an outcome-first approach to strategy and prioritization. With examples coming from the real-life experience, it shows how it’s possible to balance team autonomy and a global product direction. How a value-based prioritization creates an adaptive, learning culture, enabling cross-functional and collaborative decision making.
An introduction for game developers in traditional game companies to the product mindset I believe is needed to succeed more (or, at least, fail less) when making Games As A Service.
This book is a practical guide or playbook for startups and entrepreneurs to integrate Design Thinking into their psyche to get them on a fast track to deliver solutions that matter as opposed to solutions that customers want. This book ditches the mind-set of make and sell and coaxes leaders to adopt a more agile way of user journey based exploration. At the end, we end up with an approach that is repeatable, scalable, ROI driven and more importantly puts customers at the center.
"Stop making excuses a culture first approach to product centricity" by Jorda...Productized
Many companies understand the value / benefits of becoming a holistic, Design-driven, Product-centric organization
Jordan's PRODUCTIZED presentation outlines a playbook of culture development, helping leaders and teams to identify opportunities to LIVE these principles, to identify opportunities for their application and experience the benefits of their comprehension and use.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
IIBA Columbus 2015 Keynote by Luke HohmannLuke Hohmann
Here is a copy of the highly interactive keynote I gave at the IIBA Columbus meeting. The keynote was VERY light on slides and VERY HEAVY on collaborative gaming. We played a number of games to illustrate how amazing products and services are created through games like Cover Story, Product Box, Spider Web and Buy A Feature.
What does being Product Led mean in practice and how can you lead the change?
Amy Johnson, Chief Product Officer at Propel Ventures dives into this topic. She covers 5 components you'd need to see to know you're getting there.
Whether you're starting from scratch or already have an established business strategy and planning process, this session provides practical guidance on implementing a framework that boosts company performance, from digital strategies to overall revenue strategies.
Leading a business can be a challenging endeavor, characterized by long hours, tough decisions, and a lack of clear guidance in today's competitive landscape. This session helps executives understand their unique strategies and develop compelling narratives to drive success.
Compelling statistics highlight the importance for executives to define and communicate a clear business strategy and plan. By doing so, organizations can enhance employee engagement, improve execution capabilities, align projects with strategic objectives, increase the likelihood of successful strategy implementation, and ultimately outperform competitors in today's dynamic business landscape.
The statistics paint a clear picture of the critical role executives play in defining and communicating a clear business strategy and plan.
• Only 22% of employees believe their leaders have a clear direction for the organization.
• 70% of strategic initiatives fail due to unclear goals and execution plans.
• Only 23% of organizations feel confident in their ability to effectively execute strategies.
• Aligning projects with strategic goals increases the likelihood of meeting or exceeding project objectives by 40%.
• Companies with a well-defined and communicated strategy have a 57% higher likelihood of successfully implementing their strategies.
• 95% of employees in organizations with a well-communicated strategy understand their individual roles and contributions to overall strategic goals.
In this 50-minute master speaking session, participants will gain valuable insights into creating real business strategy, defining strategic goals and building a comprehensive plan to achieve them. Sustainable growth in any organization relies on the alignment and effective management of all business processes.
The Concorde System and the Returns You Can ExpectEwan Menzies
If you are the kind of person who likes to have absolute certainty about where your business is going, and when you will arrive...
…boy do I have a product for you!
It drives innovation, exceeds targets, saves money, delivers ahead of time and gets complete consensus and buy-in from all your people.
It is 30 years in the making, built on science and backed up by the most robust Commercial Plan you have ever seen – investors love this bit ;-)
We call it Concorde because it takes your business supersonic.
So if you are fed up with:
Long boring business plans that none ever looks at and never get implemented,
Wondering how to break down silo working once and for all and transform your culture for the better
And looking for a System that achieves all this and more…
…why not come take a flight on Concorde today?
Similar to Morgenbooster - Dynamic Roadmap: Bridging the gap between strategy and execution (20)
Designing for What If (instead of as if) - Morgenbooster1508 A/S
Design, as a craft, has evolved. It has shifted from focusing solely on shapes and colors to encompassing a mindset and methodology that we can leverage to create anything – from meaningful digital solutions to societal change.
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Since the dawn of day, stories have been shared and passed along between people to create a sense of meaning and belonging. People remember great stories. Branding is both an idea and an image that people have of a product, service, or company.
Design Storytelling affects your audience by tying the idea and image together—in a visceral way. In this morning booster, we share our views on how to create a visual concept where everything blends together and share cases where the identity design is telling a unique story about the brand it is a visual representation of.
AI and Design Vol. 2: Navigating the New Frontier - Morgenbooster1508 A/S
Join us for the eagerly anticipated Volume 2 of our Morgenbooster, where we delve deeper into the rapidly evolving landscape of AI in design. This session promises to be an exploratory journey through the latest advancements within AI.
Lowww: How to design for a low carbon world wide web - Morgenbooster1508 A/S
Browsing the internet for inspiration for your next vacation is as bad for the environment as actually traveling there by plane. Well, at least on a large scale. That is because accumulated, the internet emits the same amount of CO2 as the airline industry.
Ai and Design: When, Why and How? - Morgenbooster1508 A/S
This year, A and I became the probably most used letters in the alphabet. Time to reflect upon the role we play as designers in an increasingly AI-driven landscape.
The internet emits the same amount of CO2 as aviation. Find out why and get actionable insight into how we might reduce our digital products’ carbon footprint.
The Power of Words: Why Writing is Designing too Morgenbooster1508 A/S
Do you have a digital service, website or app? Then you probably need a UX writer. Find out how UX writing can tie together value proposition and user experience.
Our Morgenbooster: The Game of Accessibility
Exploring the digital realm of video gaming and embracing the hypothesis of whether we can learn from it.
Particular focus on the approach video games take to accessibility, and user customization in general, when designing experiences.
No-Code Tools: Website Design of the Future?1508 A/S
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No-code tools such as Webflow has made it possible for everyone to easily build a customisable website. But is it smart to venture into website design without a frontend, UX or design background?
Our Morgenbooster: Place Branding by Nordic Talks
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How do you embark on a comprehensive digital transformation and create the foundation for a member-centric and data driven ecosystem?
Our online morgenbooster: Data & Technology as Design Material
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Modern Database Management 12th Global Edition by Hoffer solution manual.docxssuserf63bd7
https://qidiantiku.com/solution-manual-for-modern-database-management-12th-global-edition-by-hoffer.shtml
name:Solution manual for Modern Database Management 12th Global Edition by Hoffer
Edition:12th Global Edition
author:by Hoffer
ISBN:ISBN 10: 0133544613 / ISBN 13: 9780133544619
type:solution manual
format:word/zip
All chapter include
Focusing on what leading database practitioners say are the most important aspects to database development, Modern Database Management presents sound pedagogy, and topics that are critical for the practical success of database professionals. The 12th Edition further facilitates learning with illustrations that clarify important concepts and new media resources that make some of the more challenging material more engaging. Also included are general updates and expanded material in the areas undergoing rapid change due to improved managerial practices, database design tools and methodologies, and database technology.
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
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Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
25. Current state
What does the user experience today?
Aspiration state
What does the user aspire to experience?
What’s
the problem,
really?
26. Current state
What does the user experience today?
Aspiration state
What does the user aspire to experience?
Initiative
Solution A
💡
Initiative
Solution B
💡
Initiative
Solution C
💡
Fall in love
with the problem,
then the solution.
27. Initiative
Solution A
💡
Current state
What does the user experience today?
Aspiration state
What does the user aspire to experience?
which will lead to
a change in the
behaviour of the user]
and improve our business by
[impacting revenue, costs
or the environment]
We believe
user experience will
improve]
Everything’s
a hypothesis,
test it.
28. ♥️
Purpose
What is the endless game we were born
to play?
Vision
What is our long term vision of the
future, right now?
♟
Strategy
How do we intend to realise our vision on
the short term?
Current state
What does the user experience today?
Aspiration state
What does the user aspire to experience?
Initiative
Solution A
Initiative
Solution B
Initiative
Solution C
💡
💡
💡
Make sure to do
the right things
the right way.
29. ♥️
Purpose
We empower people through joyful
exchanges by exchanging with touches
of wonder
Vision
A convenient payment utility becomes a
beloved enabler of a joyful life
♟
Strategy
Increase peer-2-peer engagement
Current state
“You don’t wire money to a friend or
family member as a gift – you write a
card”
Aspiration state
“Giving monetary gifts is a fun, new and
modern way of surprising a friend or
family member”
Initiative
Monetary Gifts
💡
Initiative
Cool solution 1
💡
Initiative
Cool solution 2
💡
30. which will lead to and improve our business by
increasing peer-2-peer
engagement and creating a new
revenue stream
We believe
monetary gifts can be as fun and
personal to give as physical gift
cards
Initiative
Monetary Gifts
💡
Current state
“You don’t wire money to a friend or family member as a gift – you write a card”
Aspiration state
“Giving monetary gifts is a fun, new and modern way of surprising a friend or family member”
31. Keep an overview
of your initiatives.
♥️
Purpose
What is the endless game we were born to play?
Vision
What is our long term vision of the future, right now?
♟
Strategy
How do we intend to realise our vision on the short term?
Focus Area
What specific areas do we focus on?🎯 Focus Area
What specific areas do we focus on?🎯
💡
💡
💡
💡
💡
💡
💡
💡
💡
32. Paving the way
with evidence.
♥️
Purpose
What is the endless game we were born to play?
Vision
What is our long term vision of the future, right now?
♟
Strategy
How do we intend to realise our vision on the short term?
Focus Area
What specific areas do we focus on?🎯 Focus Area
What specific areas do we focus on?🎯
✅
🚫
💡
🚫
🚫
✅
💡
💡
💡
33. 1. Alignment between strategy and execution
2. Customer centricity
3. Hypothesis-driven approach
4. Overview of initiatives
5. Traceability of activities
Summing it
all up.
36. Use the Dynamic Roadmap canvas to:
1. Write down purpose, vision, strategy and focus areas
2. Write down current and aspiration state of your users
3. Interview users to validate assumptions
4. Map existing services/products and new concepts
5. Prioritise initiatitives, e.g. based on impact and effort
6. Formulate hypotheses for each initiative
7. Prototype, test and learn to validate hypotheses
Get started using
Dynamic Roadmap.
37. Sign-up for our
Dynamic Roadmap
training session
www.1508.dk/training/class-network
Found
this webinar
interesting?
Mathias Holdsbjerg-Larsen
mlh@1508.dk
Oliver Vassard
ova@1508.dk
Book a demo
or sign up for
the beta waitlist
www.dynamicroadmap.com
Welcome and Thank you all for showing up to this virtual morgenbooster, usually hosted physically here at Christianshavn, Copenhagen, but obviously due to corona we had to go virtual.Today, we are going to do three things:
Let you in on what we have learned about executing strategy through design with some of the largest companies in DK and the Nordics
2) Introduce you to what we call the Dynamic Roadmap. A tool that helps you execute your strategy continously by staying user-centric and working with a hypothesis driven approach
3) Show you how you can get started using the Dynamic Roadmap
Oliver – partner at 1508. Doing business development, strategy and whatever else is needed. Prior to 1508 been building startups. Failing and one success.
Mathias – Strategic Design Lead. Before 1508 I worked as a Management Consultant within Digital Strategy and Innovation. Moved to 1508 to get closer to execution than strategy.
Please ask questions in the Q/A a long the way. And we will take them after the presentation. And if there are any questions that hasn’t been answered. We will write to you directly. We will be talking for 25-30 min.
Call our selves a strategic design company.
People used to call when they needed a website or an app.
Now they call when they need to solve a problem.
Rapidly changing world.
The pandemic has convinced the last few people that we live volatile, uncertain, complex and ambigous) world.
Before Covid- 19 – technology in itself was the thing that made us move fast.
Covid-19 has actually accelerated top managements eager to digitalise.
5-year plans almost become obsolete before they are strategized. It of course still makes sense to set a direction.
But going to the ivory tower and trying to figure out what initiatives should be executed 2-3-5 years ahead seems almost rediculous.
The beauty of a hypothesis is that it can be constantly validated whether it creates value or not.
A hypothesis nudges you to continuously get feedback from users and market.
This is not something new, but a lot of companies seem to have forgotten.
Hypotheses is the what bridges the gap.
A cornerstone of doing Design is working with hypotheses.
This is why we call this webinar: Design doing is strategy on demand.
Let’s talk briefly about design.
Respect for design thinking – but this really is doing.
We see ourselves at thinkers and doers. We are strategists and craftsmen.
One of the most valuable assets a designer brings to the table.
Is the ability to navigate uncertainty – and feel great while doing it.
Nothing could be further from the truth.
A few years back every job post had the sentence:
”we are looking for someone with an entrepeneurial mindset. They were actually looking for designers.
Design is creative problem solving. And a possible outcome of solving problems in a new manner is innovation – something a lot of companies strive for.
More than 600 companies particpated in this analysis.
Companies that excel at design grow revenues and shareholder returns at nearly twice the rate of their industry peers.
Maturity ladder of understanding what design can do for a company. In the first phase, companies view design narrowly, focusing on aesthetics and form: the color, material, and finish of products.
In the final phase, companies realize that design infuses everything they do; it transforms the entire company.”
We usually say: “Everyone designs who changes existing situations into preferred ones”
Trend…
Closing innovation labs. Building internal design capabilities…
How can you start solving complex problems through Design.
A cornerstone of doing Design is working with hypotheses.
For the past year we have become really interested in how we validate or invalidate hypothesis. And measure how our solutions create value.
Even though a lot of companies digitally transform. They keep their legacy output metrics.
Output – if you launch a new app your job is done - makes people do what is planned
Outcome – what change have your product– makes people do what is needed
And now the interesting part begins.
How can we use the hypotheses to bridge gap between strategy and execution.
Or said differently. How can we move away from blindly executing on initaitives, must-win battles and lighthouse projects……to continuously validating or invalidating hypotheses that are anchored in a strategic direction.
Product-market-fit
Map, design and explore business models
First of all, what is it? Dynamic Roadmap is a tool for companies, departments or teams, who want to execute and inform their strategy continously by taking a user centric and hypothesis-driven approach.
Our goal with the tool is to bring your strategic work to live by using the practice of design thinking to stay customer centric and work with hypotheses. It combines a lot of insights we have from working with digital product and service development the last 20 years. It has been developed here at 1508 with many different contributors as well as some brave clients of ours, who've piloted the framework. We won't be able to show the work from our clients, due to it's high level of confidentiality, but we have fabricated an example, that you'll see later on.
The Dynamic Roadmap can be used for internal users as well as external.
Whenever our clients come to us, we always ask: what’s the problem really?
Doing so takes the conversation back to the most important part: the user.
Usually, if our client doesn’t have insights about the customer already, we begin by generating these insights about the user’s current state.
The current state is a description of the users context, situation and the friction that is experienced today.
We also try to understand what the customers aspire to experience or define an aspiration state ourselves, that we would like to find out whether we can create.
We express the current and aspiration states through actual customer quotes, which is how the Dynamic Roadmap puts the user front and centre.
Having the current and aspiration state opens up an oppportunity space, that we can try and bridge.
Now that we have fallen in love with the problem and validated that it is important to the customer, we can start talking solutions.
We usually host a conceptualisation workshop, where we come up with solutions but these can also come from strategic initiatives.
After identifying all relevant initiatives, we map them onto the gap between current and aspiration state and prioritise them (a, b, c) – based on e.g. impact, effort, uncertainty, etc.
But rather than just beginning to build all these solutions, we want to bring another core element of design thinking into the picture: hypotheses.
For each initiative, we want to formulate a hypothesis statement – one that we can validate in a structured manner.
We formulate a hypothesis that cover 1) user experience, 2) user behavior and 3) how it improves the business.
Each of these three parts needs to be validated independently where specific metrics are defined and success criteria are specified.
Starting with the customer is important – but we also need to make sure, that the problem we intend to solve for the customer is aligned with our strategic goals, vision for our market/industry/sector and purpose.
Talking to your customers may bring up all sorts of insights about problems you can solve.
You need to both determines which ones are the right ones for your company to solve, strategically and vision-wise.
But you also make sure that when you solve it, you do in a way that is true to your companies purpose and values.
We ask ourselves:
-Is the problem or the value proposition of the product or service we’re thinking about creating address the vision and strategic goals of our company? (Align with your strategy doc)
-And if so, how do we solve the problem and stay true to our purpose? (Align with Brand Manuals, Design Guides, Digital Design Systems, tone of Voice guideline, etc.)
We have created a made up example of MobilePay’s Monetary Gifts. For the sake of the example, let’s assume that MobilePays strategy include a strategic goal about finding new ways of increasing the engagement of B2C customers.
As department was made responsible, a team was spawned, research began.
They found, that amongst all the things MobilePay was used for, wiring money for a friend of familiy members as a gift, was not one of them.
The team decided to try and come up with concepts that could change the minds of their users and make MobilePay a brilliant way of giving gifts to friends and families.
Again, we don’t know what MobilePay did, but here’s an example of what they could have been thinking.
Your company, department or team may be working towards realising different parts of your strategy. Or you may find through explorative research, that various customer issues bundle nicely into different focus areas, all aligned with the strategy.
Having this overview makes it possible to distribute responsibility to specific teams, who are then responsible for e.g. validating hypotheses about initiatives in a specific lane taking a user from current to aspiration state.
When working with the Dynamic Roadmap, you will find that some initiatives will get validate and others invalidated. This is what makes the roadmap dynamic. As opposed to conventional strategy, as Oliver said, companies tend to do what is planned – not what is needed.
By using the dynamic roadmap, your company only does what can be backed up by evidence from the user itself.
Over time, the Dynamic Roadmap also serves a huge collective memory bank with traceability back through the monolith of insights that you have created over time.