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Tools for business confident designers

D0255d4b7110cd38b2376d50d228432d?s=47 tomprior
April 28, 2021

Tools for business confident designers

How learning a bit more about the world of business can make us more effective designers, and ways to make sense of strategy with the Blue Ocean Canvas.

D0255d4b7110cd38b2376d50d228432d?s=128

tomprior

April 28, 2021
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  1. Tools for business confident designers Building empathy with business and

    demystifying strategy Tom Prior | UX Up | 27 April 2021
  2. 1. Becoming business confident (10 mins) 2. Why business strategy

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

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

    matters (5 mins) 3. Blue Ocean/Strategy Canvas workshop (30 - 40 mins)
  5. I’m a designer.

  6. I’m not a business expert.

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

    be either.
  8. The designer who ‘gets’ business.

  9. Deep discipline expertise Design craft Cross-discipline expertise Code Presenting Video

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

    Agile Business Project
  11. The business confident designer…

  12. The business confident designer… 1 Knows how their design aligns

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

    with strategic activities 2 Can articulate how design has business impact
  14. 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
  15. Why business confidence matters

  16. The design + business dilemma

  17. Some business models don’t have people or the planet’s best

    interests at heart. Photo by ActionVance on Unsplash
  18. Be a catalyst for change Photo by Raphael Renter on

    Unsplash
  19. Collaborate more effectively Photo by Mimi Thian on Unsplash

  20. Influence decision making Photo by Javier Allegue Barros on Unsplash

  21. Keep that seat at the table Photo by Dane Deaner

    on Unsplash
  22. We are the business

  23. My journey so far… Photo by ActionVance on Unsplash

  24. designersinbusiness.com

  25. d.MBA

  26. Our focus tonight

  27. Strategy Canvas Our focus tonight

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

  29. Make strategy practical

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

  31. A powerful way to visualise strategy THE STRATEGY CANVAS Image

    copyright © 2021 All Rights Reserved by PowerSlides, Inc
  32. 1 Gain competitive advantage Why is business strategy relevant?

  33. 2 1 Gain competitive advantage Make better decisions Why is

    business strategy relevant?
  34. 2 1 3 Gain competitive advantage Make better decisions Unlock

    unique customer value Why is business strategy relevant?
  35. • 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?
  36. • 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? What we’ ll workshop shortly
  37. “Why aren’t we doing things like Monzo?” The FinTech design

    team
  38. Image credit: Monzo

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

  40. Two challenger banks. Two strategies.

  41. 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
  42. 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
  43. METRO BANK MONZO HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE

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

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

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

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

    BANK MONZO
  48. Photo by Dmitriy Frantsev on Unsplash Eureka moments

  49. Where are the opportunities for design?

  50. 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
  51. Your turn :) Link in th e chat

  52. • 2 breakout rooms • 35 minutes • No wrong

    answers :) Link in th e chat
  53. @tomprior thomasprior.co.uk designersinbusiness.com Good luck!