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.

Transcript

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!