Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

User-centred digital strategy - UX in the City Manchester 2017

1,445 views

Published on

Peter Drucker once observed: “There is surely nothing quite so useless as doing with great efficiency what should not be done at all”. Strategy is how you avoid this. A sound strategy tells you where you are going, and sets out a high-level, achievable plan to get there. It’s how you make sure anyone can decide what the right things are to work on.

Yet bad strategy documents abound: massive tomes, years in the making (during which the organisation has continued to do what it perhaps should not have been doing at all), full of platitudes, unattainable visions, or uninspiring lists of mundane tactical objectives. Documents that sit in draws, routinely ignored. It makes it easy to pooh-pooh strategy, dismissing it with another Drucker aphorism “culture eats strategy for breakfast” or the mantras of “strategy is easy, tactics are hard” and “the strategy is delivery”.

Using real-world examples of successful discovery and strategy projects, this talk will show you how to reclaim strategy, do it well, and get the support you need to translate it into action. You’ll be able to apply what you learn whether you’re developing the overarching strategy for a whole company, for a particular product or service, or delivering a brand, content or customer experience strategy. Culture may still eat strategy for breakfast, and implementation may still be the really hard part, but with a good strategy behind you you’ll have a lot more chance of succeeding.

You will learn:
* how to distinguish between vision, strategy and tactics, decide which your organisation needs right now, and the UX methods to apply to each
* how to hit the ‘goldilocks point’ with your strategy: not so visionary you fail the "yeah right" test, not so mundane you fail the "so what?" test
* how and when to engage with stakeholders, avoiding big surprises in order to get the support and buy-in that’s necessary to turn recommendations into action
how to tackle the discovery process and structure your findings and recommendations

Published in: Business

User-centred digital strategy - UX in the City Manchester 2017

  1. 1. @sophiedennis User-Centred Digital Strategy 
 Sophie Dennis
 service design and product strategy
 @sophiedennis slides: slideshare.net/sophiedennis
  2. 2. @sophiedennis Strategy sucks, right?
  3. 3. @sophiedennis Why even bother?
  4. 4. @sophiedennis Culture eats strategy for breakfast
  5. 5. @sophiedennis Strategy is easy
  6. 6. @sophiedennis It’s implementation that’s the hard part
  7. 7. @sophiedennis JFDI
  8. 8. @sophiedennis [shortest talk ever]
  9. 9. @sophiedennis What is strategy?
  10. 10. @sophiedennis Where are we going? What will be different when we get there? Where are we now? How are we going to get from here to there? What might stop us and how will we overcome that?
  11. 11. @sophiedennis Good strategy helps make decisions
  12. 12. @sophiedennis Good strategy gives us purpose
  13. 13. @sophiedennis Good strategy enables us to delegate control and decision making
  14. 14. @sophiedennis Good strategy makes us more agile
  15. 15. @sophiedennis “There is surely nothing quite so useless as doing with great efficiency what should not be done at all” — Peter Drucker
  16. 16. @sophiedennis Bad strategy
  17. 17. @sophiedennis The “yeah, right” test 
 The “so what?” test 
 The “yes! and…?” test
  18. 18. @sophiedennis The “yeah, right” test
  19. 19. @sophiedennis Cornwall is going to be the next silicon valley Insert your city or region here
  20. 20. @sophiedennis The “so what?” test
  21. 21. @sophiedennis apps Not a strategy
  22. 22. @sophiedennis digital transformation Not a strategy
  23. 23. @sophiedennis digital transformation, apps, wearables, chatbots, AI, personalisation, content marketing, a new logo, a rebrand, agile, Agile, user experience, lean UX, service design, innovation Seriously Not. A. Strategy
  24. 24. @sophiedennis The “yes! and…?” test
  25. 25. @sophiedennis The “yeah, right” test 
 The “so what?” test 
 The “yes! and…?” test
  26. 26. @sophiedennis </rant>
  27. 27. @sophiedennis So what makes a good strategy?
  28. 28. @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change
  29. 29. @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change Strategy is about changing something
  30. 30. @sophiedennis “I am going to wait for the next big thing” - Steve Jobs, 1998
  31. 31. @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change Strategy should achieve a goal
  32. 32. @sophiedennis Moon Shotshttps://commons.wikimedia.org/wiki/File:Aldrin_Apollo_11_original.jpg
  33. 33. @sophiedennis “before this decade is out [to] land a man on the moon and return him safely to earth”
  34. 34. @sophiedennis “we have examined where we are strong and where we are not, where we may succeed and where we may not…we possess all the resources and talents necessary”
  35. 35. @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change Strategy should be coherent
  36. 36. @sophiedennis coherent kə(ʊ)ˈhɪər(ə)nt/
 
 adjective
 
 1. (of an argument, theory, or policy) logical and consistent.
 ‘they failed to develop a coherent economic strategy’ 2. Forming a unified whole.
 ‘the arts could be systematized into one coherent body of knowledge’ 
 https://en.oxforddictionaries.com/definition/coherent
  37. 37. @sophiedennis coherent kə(ʊ)ˈhɪər(ə)nt/
 
 adjective
 
 1. (of an argument, theory, or policy) logical and consistent.
 ‘they failed to develop a coherent economic strategy’ 2. Forming a unified whole.
 ‘the arts could be systematized into one coherent body of knowledge’ 
 https://en.oxforddictionaries.com/definition/coherent
  38. 38. @sophiedennis accelerate the development of the appropriate lunar space craft… develop alternate liquid and solid fuel boosters… additional funds for unmanned explorations… 531 million dollars in fiscal ’62… 
 7 to 9 billion dollars additional over the next five years
  39. 39. @sophiedennis many years… heavy costs … a degree of dedication, organization and discipline which have not always characterized our efforts… we cannot afford inflated costs of material or talent, wasteful interagency rivalries, or high turnover of key personnel
  40. 40. @sophiedennis coherent kə(ʊ)ˈhɪər(ə)nt/
 
 adjective
 
 1. (of an argument, theory, or policy) logical and consistent.
 ‘they failed to develop a coherent economic strategy’ 2. Forming a unified whole.
 ‘the arts could be systematized into one coherent body of knowledge’ 
 https://en.oxforddictionaries.com/definition/coherent
  41. 41. @sophiedennis Focus and leverage
  42. 42. @sophiedennis “It’s just a website, We’re not going to the moon” Mikey Dickerson on fixing healthcare.gov 
 Photo from the ONS team / Matt Jukes @jukesie
  43. 43. @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change
  44. 44. @sophiedennis 1. Diagnose the problem
 what is the true nature and extent of the problem? what are we really trying to achieve? what’s really going on here? 2. Find the unifying idea
 what overall approach will enable us to cope with and overcome the obstacles identified in the diagnosis? what is the common thread in the problems we’ve found? where can we focus in order to apply leverage? 3. Craft a plan of attack
 what is the co-ordinated set of actions or steps we should take that will work together to accomplish our goal?
  45. 45. @sophiedennis start enduser journey pain points
  46. 46. @sophiedennis start enduser journey tactical solution
  47. 47. @sophiedennis start enduser journey strategic solution
  48. 48. @sophiedennis Structured data capture and storage
  49. 49. @sophiedennis Pattern Library & Style Guide
  50. 50. @sophiedennis Diagnose the problem
  51. 51. @sophiedennis 1. Denial: our thing is not broken 2. Anger: we hate you for telling us 3. Acceptance: holy crap our thing is broken Dan Hon, ‘Stages of Transformation’, 11 April 2011 
 tinyletter.com/danhon/letters/s4e10-stages-of-transformation
  52. 52. @sophiedennis “A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the situation as critical.” Richard Rumelt
 Good Strategy/Bad Strategy
  53. 53. @sophiedennis Fog
  54. 54. @sophiedennis Talk to stakeholders Make a map Do an audit
  55. 55. @sophiedennis 1. Stakeholders know what’s really going on
  56. 56. @sophiedennis 2. Stakeholders can derail the whole process
  57. 57. @sophiedennis 1. People support what they help to create 2. No big surprises 3. They don’t have to like it - but they do need to buy-it
  58. 58. @sophiedennis Make a map start enduser journey
  59. 59. @sophiedennis gds.blog.gov.uk/2015/08/18/mapping-new-ideas-for-the-digital-justice-system-2
  60. 60. @sophiedennis start enduser journey
  61. 61. @sophiedennis
  62. 62. @sophiedennis
  63. 63. @sophiedennis Making the map is as valuable as having the map
  64. 64. @sophiedennis 1. problem statement 2. opportunity/objective 3. situation/constraints/context 4. recommendation: Big Idea 5. recommendation: smaller ideas/ releasing early value 6. principles, models Diagnosis Unifying idea Coherent plan of attack I wrote about this a bit more at 
 medium.com/@sophiedennis/weeknotes-s01e01-what-a-difference-a-day-makes-from-dwp-to-nhs-digital-d1fe54ff0cb0
  65. 65. @sophiedennis Further reading Richard Rumelt, Good Strategy/Bad Strategy Lots more examples and advice on good vs bad strategy Jared Spool, Beyond the UX Tipping Point https://www.uie.com/brainsparks/2016/05/26/jared-spool-beyond-the- ux-tipping-point-live/ Becoming a user-centred organisation Sophie Dennis, The Art of Things Not Done, NUX5
 https://www.youtube.com/watch?v=jh-hvPtqN54 Product strategy with story-mapping and the Kano model Megan Casey, The Content Strategy Toolkit Advice, templates and methods for getting buy-in and working with stakeholders. Useful for any kind of design or UX project. Dan Brown, Documenting Design Discovery medium.com/eightshapes-llc/documenting-design-discovery- db14da1b0627#.24ud09pj0 More on structuring findings. He’s also written a book about it.
  66. 66. @sophiedennis One last thing
  67. 67. @sophiedennis beware
 Problem Definition Escalation
  68. 68. @sophiedennis The client asks you to design a business card 
 You respond that the problem is really the client’s logo The client asks you to design a logo
 You say the problem is the 
 entire identity system The client asks you to design the identity
 You say that the problem is the 
 client’s business plan 
 Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 
 designobserver.com/feature/youre-so-intelligent/5917/
  69. 69. @sophiedennis The problem isn’t making something look pretty, you fool, it’s world hunger! Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 
 designobserver.com/feature/youre-so-intelligent/5917/
  70. 70. @sophiedennis What are you doing? 
 Making it easier to book an appointment for a flu jab Why?
 So more people get their flu jabs Why?
 So fewer people end up in hospital with severe, life- threatening flu Why?
 To reduce pressure on the health service Why?
 ONLY WE CAN SAVE THE NHS!

  71. 71. @sophiedennis “the nature of these challenges are emblematic of deeply entrenched flaws in our institutional structures, our underlying theories, definitions of success, and ultimately how we have constructed our civilization.” Christian Bason The frontiers of design for policy
  72. 72. @sophiedennis People still don’t have their flu jabs
  73. 73. @sophiedennis User-Centred Digital Strategy 
 Sophie Dennis
 service design and product strategy
 @sophiedennis slides: slideshare.net/sophiedennis

×