Design Strategy
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Transcript of 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!