Predicting the future is hard. Most software projects come in over budget. We need to stop predicting, and rather adapt. Using design thinking, lean and agile practices will help explore, test and build - the right thing.
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Strategy to Execution by Jonny Schneider - ThoughtWorks
1. 1
STRATEGY TO EXECUTION
Shipping products while adapting to new infomation
JONNY SCHNEIDER
Principal, ThoughtWorks UKāØ
Service Design and Product Strategy
@jonnyschneider
jschneider@thoughtworks.com
4. 3
ā¦many plans are built on projections
of future prices and costs that are
almost invariably wrong
āMichael E. Porter
https://www.ļ¬ickr.com/photos/worldeconomicforum/5397052359
5. 4
43% Average project cost over-run
71%
ā came in over budget
ā exceeded time estimates
ā underestimated scope
$
55b Annual waste
https://www.ļ¬ickr.com/photos/jonathancohen/4766990832
Chaos Report, Standish Group, 2004.
of projects
11. EXPLOREUNDERSTAND CREATEDEFINE
strategy
and tactics
initial
vision
solution
LEARN BUILD
MEASURE
DEFINE STRATEGY EXECUTE SOLUTION
Understand why & deļ¬ne how Create the outcome
Adapted and extended from British Design Council.
A way of thinking, not a framework
The āDouble Diamondā, adapted from Industrial Design
Brings strategy closer to execution
15. Designers donāt search for a solution until they have
determined the real problem, and even then, instead
of solving that problem, they stop to consider a wide
range of potential solutions. Only then will they
converge upon their proposal.
āDonald Norman
16. EXPLORE CREATEUNDERSTAND DEFINE
Formulate the ļ¬rst expression a strategy for future success
Synthesise new knowledge and assess the opportunities
Do just enough to enable action to occur
17. Strategy is about action,
about doing somethingā¦
there is no greater tool for
sharpening strategic ideas
than the necessity to act.
āRichard P. Rumelt
19. EXPLOREUNDERSTAND DEFINE CREATE
Reļ¬ne, hone and optimise the proposition
As the right solution becomes clear, focus on ļ¬delity
Go to market, but donāt stop learning
22. 18
TRIGGER
REDUCE COST
OF ACQUISITION
SIMPLIFY
THE BUSINESS
UNDERSTAND
CURRENT CONDITION
OBSERVATION AND
JOINING THE DOTS
BUSINESS
IMPERATIVES
Theyāre often vague, and not immediately actionable
So, we need to go see, make observations, and join the dots
25. 18
TRIGGER
Process
Analysis
Operational
Research
Observation
Customer
Research
Behavioural āØ
Analysis
Value Stream
Mapping
Customer
Archetypes
Design ThinkingāØ
Ideation
Context Map Service Blueprint
& OPPORTUNITIES
EMERGENT
PROBLEMS
ASSESS VIABILITY,
SELECT FOR IMPACT
DEFINE
TARGET CONDITION
REDUCE COST
OF ACQUISITION
SIMPLIFY
THE BUSINESS
Kano Analysis
Value Proposition
Opportunity
Assessment
Hypothesis
Elaboration
Devilās Advocate
Innovation
Accounting
Weighting Matrix
Evaluation
Frameworks
Pirate Metrics Prioritisation
UNDERSTAND
CURRENT CONDITION
OBSERVATION AND
JOINING THE DOTS
FIRST EXPRESSION
OF STRATEGY
BUSINESS
IMPERATIVES
Again, there are many ways to do that
Now deļ¬ne the target condition and ļ¬rst expression of strategy
Accept that itās fuzzy and incomplete
35. evolved version of hypothesis template
30
AWARE, INFORMED AND ON-BOARDED
We believe that
Better informing travellers about Tax Free Refund steps and
process
!
Will result in
an increase in repeated usage of the Global Blue app
We will know weāve succeed when
IN PROTOTYPE REAL
Number of āactive/engagedā
users increases by
Accuracy of submitted forms
increases by
PLAN
Acquisition
6% 30%
This was to measure customer acquisition
All experiments are not created equal
But itās not about product/market ļ¬t at allā¦
Itās about optimising the execution of a sign-up ļ¬ow
47. 31
Lessons From The Trenches
(IAG Experience Report)
A few other helpful things.
48. 32
Saddle Row Example
Get familiar with lean techniques
Practice Customer Development on a ļ¬ctitious business
Train your team to think big, start small, and act fast
49. 33
2
DESCRIPTION AND NOTES: write, draw or sketch how your idea works.
1
CATEGORY
OPERATIONAL BENEFIT
CONVERSION FUNNEL PRIMARY FOCUS
STREAMLINE
OPERATIONS
cost reduction
Acquisition
Activation
Retention
Revenue
Referral
Commercial
(viability, ļ¬nancial)
process improvement
CUSTOMER ARCHETYPE TYPE OF BENEFIT
IMPROVE EXISTING
PROPOSITION
Digital Natives
Family Traveller
Aļ¬uent Indulger
Mainstream Traveller
Value Vacationer
Purposeful Business
High Flying Globe Trotter
Flying Practitioner
Air Warrior
Value Business
__________
__________
__________
pain relief Technology
(feasibility, innovation)
CREATE NEW āØ
PROPOSITION gain creator Experience
(desirable to customer)
TITLE:
A little structure can goes a long way
http://bit.ly/uxscot-idea-cards