Realising an agile user-centred digital strategy for Citizens Advice
Agile digital strategy
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Transcript of Agile digital strategy
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Agile digital strategyADVATERA COMMUNITY FOR DIGITAL EXPERTS
HARTMANEVENT UTRECHT, 10. OCTOBER 2013
@REKLOV
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© Wienerberger
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© Wienerberger
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@reklov
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Ca y u rea t is?
I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
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You a e not r adi g thi s.
I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
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Wh ar ou rea in ?
I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
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Wh ar ou rea in ?
Why are you dreaming?
I got the idea from: Steven Rieck, UX designer at karriere.at, stevenrieck.com; core idea came from Beau Lotto
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The problem:
Misunderstandings
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Project triangle
Business
ITAgency
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Project triangle
Business
ITAgency
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Project triangle
Business
ITAgency
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Project triangle
Business
ITAgency
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The squiggle
Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/
Research Concept Design
uncertainity / patterns / insights clarity / focus
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The squiggle
Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/
Research Concept Design
uncertainity / patterns / insights clarity / focusManyprojects
start here
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The problem:
Creativity follows business
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The Noriaki Kano modelsatisfied
dissatisfied
done
very well
done very poorly
or not at all
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The problem:
Wrong expectations
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„I need management buy-in to
start the project.“
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you have to work for it
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The problem:
Management Buy-In
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4 WORKSHOPS YOU CAN DO TOMORROW
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1. Opportunity Workshop What areas of your digital strategy are most in need of
improvement?
Indentify issues and pain points in the current digital sphere
Prioritize them from a strategy point of view
Help the team deciding on the next steps to address or improve
Do it with post-its and simply ask for
A digital problem on people experienced
Missed opportunity on your current digital presence
Find themes by clustering the post-its
Source: Leah Buley; The User Experience Team of One; Rosenfeld Media; http://rosenfeldmedia.com/books/ux-team-of-one/
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2. Stakeholder workshop How to convince stakeholders? How to get management buy-in?
1. Make a list of stakeholders
2. How much influence does each stakeholder have on your project? (power)
3. How much is the stakeholder influenced by the project? (interest)
Print out the stakeholder map
Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff;WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
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2. Stakeholder workshop
Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff;WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
Power(how much influence has
the stakeholder?)
Interest(How much is the stakeholder influencedby the project result?)
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2. Stakeholder workshop
Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff;WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
Power(how much influence has
the stakeholder?)
Interest(How much is the stakeholder influencedby the project result?)
IT project manager
legal managerusers
CEO
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2. Stakeholder workshopPower
(how much influence hasthe stakeholder?)
Interest(How much is the stakeholder influencedby the project result?)
IT project manager
legal managerusers
CEO
Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; Mendelow power / interest matrix;WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12)
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2. Stakeholder workshop
Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; Mendelow power / interest matrix;WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12);
Power(how much influence has
the stakeholder?)
Interest(How much is the stakeholder influencedby the project result?)
IT project manager
legal managerusers
CEO
Work closely togetherKeep satisfied
Keep informed Keep motivated
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2. Stakeholder workshop
Sources: Eden C./Ackermann F.: Making Strategy: The Journey of Strategic Management, 1998, London, SAGE Publications, p. 121ff; Mendelow power / interest matrix;WWF: Stakeholder Analysis, 2005, online: http://assets.panda.org/downloads/1_1_stakeholder_analysis_11_01_05.pdf (2013-02-12);
Power(how much influence has
the stakeholder?)
Interest(How much is the stakeholder influencedby the project result?)
IT project manager
legal managerusers
CEO
Work closely togetherKeep satisfied
Keep informed Keep motivated
35%25%
15% 25%
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3. Story telling Use the opportunities you identified, combine them with proto
personas and write short user stories or problem stories for your
stakeholders as audience.
Just write down a short written story
Forget story boards, they are too complicated
Just write short stories
Let others read your stories and optimize them
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Audience
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Perspective
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Context
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Character
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Story telling
Audience
Perspective
Context
Character
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4. Customer journey workshop A customer journey map helps you understanding your digital landscape
and getting a 360° view of the customer.
1. Define decision phases (i.e. Kotler purchase decision)
2. Define channels (online and offline channels)
3. Design a prototypical customer journey
4. Identify opportunities in the customer journey
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Emotions/
perception of
experience
Needs /
activitiesOpportunity
/ Chance
Peter‘s Customer Journey
Need recognition Information search Evaluation Purchase After-sales
Website
Sales rep.
Newsletter
Brochures
…
first second third step
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Peter‘s Customer Journey
Need recognition Information search Evaluation Purchase After-sales
Website
Sales rep.
Newsletter
Emotion
+
-
Brochures
…
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Share your knowledge!Volker Grünauer
Advatera – Knowledge sharing for digital & communication managers
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http://my.advatera.com
The community for digital experts
Erfahrungsaustausch für Digitalverantwortliche
Le partage des connaissances numériques entre
experts
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@REKLOV, HTTP://MY.ADVATERA.COM