Design Strategy

Strategically impacting your organization

Kaaren HansonDirector, Experience DesignIntuit

Different skills will help you to have strategic impact

BEFORE•Domain knowledge

•Good team player

AFTER•Lead Change

•Leader/Teacher

•Help the bigger team win

• Make the hidden transparent

•Set shared goalsThe game is the same…

How you keep score is not!

…a short story

®

RU

BY

BO

UK

AB

OU

The vision changes for Greg

Greg changes the world

1994 1997 2000 2003 2006 2009

1 school – 3 yrs

77 schools

Greg knows…it is all about connections!

Started with clear vision

(reached out as needed)

Proactively reaching out to others

(International media and schools, UN, US and Pakistan Governments)

Three Cups of Tea

3 key skills to master

1. Own your brand

2. Make the current state & impacts of decisions transparent

3. Get shared vision on goals & measures

Own your brand!

What is a Brand?

A “brand” is not a thing, a product, a company or an organization…

… it is a mental construct

… the sum total of all human experiences, perceptions and feelings

James R. Gregory, “Leveraging the Corporate Brand”

What Is Your Brand?

What do you want people to say when asked…

Tell me about…?

Design:PositiveBrand Attributes

Creative

Passionate

Innovative

Insightful

Thought Leader

Design Great Experiences

Design:Negative Brand Attributes

Complainers

Primadonnas

Narrowly Focused

3 key skills to master

1. Own your brand

2. Make the current state transparent

3. Get shared vision on goals & measures

Make the Current State Transparent

Offering Challenge: Buy to Use!

Customer Experience Maps

3 key skills to master

1. Own your brand

2. Make the current state transparent

3. Get shared vision on goals & measures

Focus on the critical fewData from Mauro (2002)

E2E Features Used by All5%

E2E Features Used by Some

20%

E2E Features Rarely or Never Used

75%

Shared vision on goals & measures

WOW

Ease

Value

Delight Re-Use

Re-Buy

WOM

3 key skills to master

1. Own your brand

2. Make the current state transparent

3. Get shared vision on goals & measures

Own your brand!

Different skills will help you to have strategic impact

BEFORE•Domain knowledge

•Good team player

AFTER•Lead Change

•Leader/Teacher

•Help the bigger team win

• Make the hidden transparent

•Set shared goals

The game is the same…

How you keep score is not!