agile digital strategy

Agile digital strategyADVATERA COMMUNITY FOR DIGITAL EXPERTS

HARTMANEVENT UTRECHT, 10. OCTOBER 2013

@REKLOV

© Wienerberger

© Wienerberger

@reklov

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

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

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

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

The problem:

Misunderstandings

Project triangle

Business

ITAgency

Project triangle

Business

ITAgency

Project triangle

Business

ITAgency

Project triangle

Business

ITAgency

The squiggle

Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/

Research Concept Design

uncertainity / patterns / insights clarity / focus

The squiggle

Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/

Research Concept Design

uncertainity / patterns / insights clarity / focusManyprojects

start here

The problem:

Creativity follows business

The Noriaki Kano modelsatisfied

dissatisfied

done

very well

done very poorly

or not at all

The problem:

Wrong expectations

„I need management buy-in to

start the project.“

you have to work for it

The problem:

Management Buy-In

4 WORKSHOPS YOU CAN DO TOMORROW

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/

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)

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?)

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

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)

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

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%

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

Audience

Perspective

Context

Character

Story telling

Audience

Perspective

Context

Character

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

Emotions/

perception of

experience

Needs /

activitiesOpportunity

/ Chance

Peter‘s Customer Journey

Need recognition Information search Evaluation Purchase After-sales

Website

Google

Sales rep.

Newsletter

Brochures

…

first second third step

Peter‘s Customer Journey

Need recognition Information search Evaluation Purchase After-sales

Website

Google

Sales rep.

Newsletter

Emotion

+

-

Brochures

…

Share your knowledge!Volker Grünauer

Advatera – Knowledge sharing for digital & communication managers

vg@advatera.com

http://my.advatera.com

The community for digital experts

Erfahrungsaustausch für Digitalverantwortliche

Le partage des connaissances numériques entre

experts

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