Tools for business confident designers

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Tools for business confident designers Building empathy with business and demystifying strategy Tom Prior | UX Up | 27 April 2021

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1. Becoming business confident (10 mins) 2. Why business strategy matters (5 mins) 3. Blue Ocean/Strategy Canvas workshop (30 - 40 mins)

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1. Becoming business confident (10 mins) 2. Why business strategy matters (5 mins) 3. Blue Ocean/Strategy Canvas workshop (30 - 40 mins)

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1. Becoming business confident (10 mins) 2. Why business strategy matters (5 mins) 3. Blue Ocean/Strategy Canvas workshop (30 - 40 mins)

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I’m a designer.

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I’m not a business expert.

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I’m not a business expert.   You don’t need to be either.

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The designer who ‘gets’ business.

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Deep discipline expertise Design craft Cross-discipline expertise Code Presenting Video Agile Project management

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Deep discipline expertise Design craft Cross-discipline expertise Code Presenting Video Agile Business Project

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The business confident designer…

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The business confident designer… 1 Knows how their design aligns with strategic activities

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The business confident designer… 1 Knows how their design aligns with strategic activities 2 Can articulate how design has business impact

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The business confident designer… 1 Knows how their design aligns with strategic activities 2 Can articulate how design has business impact 3 Considers themselves a business decision maker

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Why business confidence matters

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The design + business dilemma

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Some business models don’t have people or the planet’s best interests at heart. Photo by ActionVance on Unsplash

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Be a catalyst for change Photo by Raphael Renter on Unsplash

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Collaborate more effectively Photo by Mimi Thian on Unsplash

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Influence decision making Photo by Javier Allegue Barros on Unsplash

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Keep that seat at the table Photo by Dane Deaner on Unsplash

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We are the business

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My journey so far… Photo by ActionVance on Unsplash

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designersinbusiness.com

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d.MBA

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Our focus tonight

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Strategy Canvas Our focus tonight

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“The design team don’t think strategically” Business stakeholders

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Make strategy practical

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Strategy is what you do, and what you don’t do

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1 Gain competitive advantage Why is business strategy relevant?

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2 1 Gain competitive advantage Make better decisions Why is business strategy relevant?

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2 1 3 Gain competitive advantage Make better decisions Unlock unique customer value Why is business strategy relevant?

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• Map the competitive arena • Uncover indirect competitors • Dig deeper into financials • Understand their value proposition 2 1 3 Identify the competition Identify strategic activities Plot you and the competition Using the Strategy Canvas • What are the competitive factors that matter to customers? • Are there fresh activities you could bring to the arena? • How much emphasis and investment do your competitors place on these strategic activities? • How does your strategy diverge from your competitors?

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“Why aren’t we doing things like Monzo?” The FinTech design team

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Image credit: Monzo

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Image credit: https:/ /twitter.com/monzo/status/1054357276998492160

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Two challenger banks. Two strategies.

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Do this Don’t do this • App-first experience • Instant signup process • Millenial positioning • Community building • Energy switching • Metal bank cards • Physical stores • Mortgages • Investments • Paper statements • Private banking • Safe deposit boxes

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Do this Don’t do this • Physical stores, 7 days a week • In-store customer service • Broad range of products/services • Paper statements • Large call centre teams • App-centric experience • Online communities • Bill splitting • Energy switching • Metal cards

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METRO BANK MONZO HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY

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METRO BANK MONZO HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY Strategic activities / competing factors

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METRO BANK MONZO HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY Level of investment Strategic activities / competing factors

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HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY METRO BANK MONZO

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HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY METRO BANK MONZO

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Photo by Dmitriy Frantsev on Unsplash Eureka moments

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Where are the opportunities for design?

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HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY METRO BANK MONZO 1. Make the call centre experience less stressful 2. Make help documentation easier to navigate 3. Design a customer service chatbot