Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Tools for business confident designers

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.

tomprior

April 28, 2021
Tweet

More Decks by tomprior

Other Decks in Design

Transcript

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

    View full-size slide

  2. 1. Becoming business confident (10 mins)


    2. Why business strategy matters (5 mins)


    3. Blue Ocean/Strategy Canvas workshop (30 - 40 mins)

    View full-size slide

  3. 1. Becoming business confident (10 mins)


    2. Why business strategy matters (5 mins)


    3. Blue Ocean/Strategy Canvas workshop (30 - 40 mins)

    View full-size slide

  4. 1. Becoming business confident (10 mins)


    2. Why business strategy matters (5 mins)


    3. Blue Ocean/Strategy Canvas workshop (30 - 40 mins)

    View full-size slide

  5. I’m a designer.

    View full-size slide

  6. I’m not a business expert.

    View full-size slide

  7. I’m not a business expert.

    You don’t need to be either.

    View full-size slide

  8. The designer who ‘gets’ business.

    View full-size slide

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


    management

    View full-size slide

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


    View full-size slide

  11. The business confident designer…

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  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

    View full-size slide

  15. Why business


    confidence matters

    View full-size slide

  16. The design +
    business dilemma

    View full-size slide

  17. Some business models don’t


    have people or the planet’s
    best interests at heart.
    Photo by ActionVance on Unsplash

    View full-size slide

  18. Be a catalyst


    for change
    Photo by Raphael Renter on Unsplash

    View full-size slide

  19. Collaborate
    more effectively
    Photo by Mimi Thian on Unsplash

    View full-size slide

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

    View full-size slide

  21. Keep that seat


    at the table
    Photo by Dane Deaner on Unsplash

    View full-size slide

  22. We are the business

    View full-size slide

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

    View full-size slide

  24. designersinbusiness.com

    View full-size slide

  25. Our focus
    tonight

    View full-size slide

  26. Strategy Canvas
    Our focus
    tonight

    View full-size slide

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

    View full-size slide

  28. Make strategy
    practical

    View full-size slide

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

    View full-size slide

  30. A powerful way to
    visualise strategy
    THE STRATEGY CANVAS
    Image copyright © 2021 All Rights Reserved by PowerSlides, Inc

    View full-size slide

  31. 1 Gain competitive advantage
    Why is business strategy relevant?

    View full-size slide

  32. 2
    1 Gain competitive advantage
    Make better decisions
    Why is business strategy relevant?

    View full-size slide

  33. 2
    1
    3
    Gain competitive advantage
    Make better decisions
    Unlock unique customer value
    Why is business strategy relevant?

    View full-size slide

  34. • 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?

    View full-size slide

  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?
    What we’
    ll
    workshop shortly

    View full-size slide

  36. “Why aren’t we


    doing things like Monzo?”
    The FinTech design team

    View full-size slide

  37. Image credit: Monzo

    View full-size slide

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

    View full-size slide

  39. Two challenger banks.


    Two strategies.

    View full-size slide

  40. 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

    View full-size slide

  41. 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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  47. Photo by Dmitriy Frantsev on Unsplash
    Eureka moments

    View full-size slide

  48. Where are the
    opportunities for design?

    View full-size slide

  49. 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

    View full-size slide

  50. Your turn :)
    Link in
    th
    e chat

    View full-size slide

  51. • 2 breakout rooms


    • 35 minutes


    • No wrong answers :)
    Link in
    th
    e chat

    View full-size slide

  52. @tomprior


    thomasprior.co.uk


    designersinbusiness.com


    Good luck!

    View full-size slide