Presentation at Hartmanevent 2013. Some workshops methode that will help you froming your digital strategy. Agile and down-to-earth.

1. Agile digital strategy
ADVATERA COMMUNITY FOR DIGITAL EXPERTS
HARTMANEVENT UTRECHT, 10. OCTOBER 2013
@REKLOV

4. © Wienerberger

6. © Wienerberger

7. @reklov

8. 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

9. 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

10. 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

11. 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

12. The problem:
Misunderstandings

13. Project triangle
Business
Agency
IT

14. Project triangle
Business
Agency
IT

15. Project triangle
Business
Agency
IT

16. Project triangle
Business
Agency
IT

18. The squiggle
uncertainity / patterns / insights
Research
Concept
Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/
clarity / focus
Design

19. The squiggle
uncertainity / patterns / insights
Research
Many
projects
start here
Concept
Source: Damien Newman, the squiggle, http://v2.centralstory.com/about/squiggle/
clarity / focus
Design

20. The problem:
Creativity follows business

21. The Noriaki Kano model
satisfied
done very poorly
or not at all
done
very well
dissatisfied

22. The problem:
Wrong expectations

23. „I need management buy-in to
start the project.“

24. you have to work for it

25. The problem:
Management Buy-In

26. 4 WORKSHOPS YOU CAN DO TOMORROW

27. 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/

28. 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)

29. 2. Stakeholder workshop
Power
(how much influence has
the stakeholder?)
Interest
(How much is the stakeholder influenced
by the project result?)
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)

30. 2. Stakeholder workshop
Power
(how much influence has
the stakeholder?)
IT project manager
CEO
legal manager
users
Interest
(How much is the stakeholder influenced
by the project result?)
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)

31. 2. Stakeholder workshop
Power
(how much influence has
the stakeholder?)
IT project manager
CEO
legal manager
users
Interest
(How much is the stakeholder influenced
by the project result?)
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)

32. 2. Stakeholder workshop
Power
(how much influence has
the stakeholder?)
IT project manager
CEO
Keep satisfied
legal manager
Keep informed
Work closely together
users
Keep motivated
Interest
(How much is the stakeholder influenced
by the project result?)
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);

33. 2. Stakeholder workshop
Power
(how much influence has
the stakeholder?)
35%
25%
IT project manager
CEO
Keep satisfied
15%
legal manager
Keep informed
Work closely together
25%
users
Keep motivated
Interest
(How much is the stakeholder influenced
by the project result?)
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);

35. 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

36. Audience

37. Perspective

38. Context

39. Character

40. Story telling

Audience

Perspective

Context

Character

41. 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

42. Peter‘s Customer Journey
Need recognition
Information search
Evaluation
Purchase
After-sales
Website
Google
Sales rep.
Newsletter
Brochures
…
first
Needs /
activities
second
third step
Emotions/
perception of
experience
Opportunity
/ Chance

43. Peter‘s Customer Journey
Need recognition
Website
Google
Sales rep.
Newsletter
Brochures
…
+
Emotion
-
Information search
Evaluation
Purchase
After-sales

44. Share your knowledge!
Volker Grünauer
Advatera – Knowledge sharing for digital & communication managers
vg@advatera.com

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
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
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
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