Goal-Driven Design: A Bauhaus Approach to Digital Strategy
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This document discusses goal-driven design, which focuses on aligning digital strategies and tactics with business and user goals. It advocates starting with goals, then defining strategies to fulfill those goals, and tactics to fulfill the strategies. This ensures digital efforts are purposeful and avoid wasteful features. The document also discusses applying Bauhaus principles of form following function, continuously improving tactics using kaizen, and communicating goals across teams.
Goal-Driven Design: A Bauhaus Approach to Digital Strategy
- 1. #GoalDrivenDesign A BAUHAUS APPROACH TO DIGITAL STRATEGY Michael Parler @michaelparler / prpl.rs
- 2. #GoalDrivenDesign Today we’re exploring the pragmatic relationship between Goals, Strategies, and Tactics.
- 3. #GoalDrivenDesign To whom this concept applies…
- 4. #GoalDrivenDesign To whom this concept applies… Creatives
- 5. To whom this concept applies… Programmers #GoalDrivenDesign Creatives
- 6. To whom this concept applies… Programmers Marketers #GoalDrivenDesign Creatives
- 7. To whom this concept applies… Programmers Marketers Project Owners / Stakeholders #GoalDrivenDesign Creatives
- 8. To whom this concept applies… Programmers Marketers Project Owners / Stakeholders Corporate Businesses #GoalDrivenDesign Creatives
- 9. To whom this concept applies… Creatives Programmers Marketers Project Owners / Stakeholders Corporate Businesses Creative Agencies #GoalDrivenDesign
- 10. To whom this concept applies… Creatives Programmers Marketers Project Owners / Stakeholders Corporate Businesses Creative Agencies #GoalDrivenDesign Startups
- 11. To whom this concept applies… Creatives Programmers Marketers Project Owners / Stakeholders Corporate Businesses Creative Agencies Just about everyone here… #GoalDrivenDesign Startups
- 12. Goal Driven Design (GDD) A step beyond User-Centered Design. GDD supports the realization that websites and web applications will serve two masters - End-Users and the Stakeholders or Business Owners. #GoalDrivenDesign
- 15. Business Goals Customer Goals + #GoalDrivenDesign
- 16. Business Goals Customer Goals Goal Driven Design + = #GoalDrivenDesign
- 17. Products / Websites / Applications End Users / Customers Stakeholders / Business Owners Brand Interaction Business Relationship Channel / Goal Asset Driven Design #GoalDrivenDesign
- 18. Bauhaus - lit. “house of construction” The Bauhaus School in Dessau, Germany #GoalDrivenDesign
- 19. “Form Follows Function” The Bauhaus principle that the design of a building or object should be primarily based upon its intended function or purpose. content: http://en.wikipedia.org/wiki/Form_follows_function #GoalDrivenDesign
- 20. #GoalDrivenDesign “Form” is why vehicles are aerodynamic
- 21. #GoalDrivenDesign “Form” is why a bridge connect two points
- 22. #GoalDrivenDesign “Form” is why Google.com is just a search bar
- 23. All great things lead with a functional purpose #GoalDrivenDesign
- 24. Simon Sinek Start with Why: How Great Leaders Inspire Action TEDX PUGET SOUND https://www.youtube.com/watch?v=u4ZoJKF_VuA #GoalDrivenDesign
- 25. #GoalDrivenDesign Starting with“Why” YOUR PURPOSE IN OUR DIGITAL ECONOMY
- 26. Simon Sinek’s “Golden Why Circle” How What #GoalDrivenDesign
- 27. Why How What #GoalDrivenDesign
- 28. Defining your “Why” sets your compass for your digital strategy. #GoalDrivenDesign
- 29. #GoalDrivenDesign Goal driven design ensures that every step you take, you are fulfilling your “Why.”
- 30. Goals Strategies Tactics #GoalDrivenDesign
- 31. Like the Golden Circle, starting with your Goals Goals drives your Strategies and Tactics Strategies Tactics #GoalDrivenDesign
- 32. Goals Strategies Tactics Goals are the core. They form the foundation of your online plans and objectives. Goals are “why.” #GoalDrivenDesign
- 33. Goals Strategies Tactics Goals are also the measurable objectives. You know, those S.M.A.R.T. KPIs… Specific, Actionable, Relevant, Measurable, Time-bound #GoalDrivenDesign
- 34. Goals Strategies Tactics Strategy is the approach that supports the fulfillment of goals. Strategy is “how.” #GoalDrivenDesign
- 35. Goals Strategies Tactics “Adding new features” is not a Strategy. “Counting likes on Facebook” is not a Strategy. “Re-skinning your blog” is not a Strategy. #GoalDrivenDesign
- 36. Goals Strategies Tactics “Improving mobile experience” is a Strategy. “Engaging in social conversation” is a Strategy. “Simplifying our lead funnel” is a Strategy. #GoalDrivenDesign
- 37. Goals Strategies Tactics Tactics are the actions taken to fulfill each individual strategy. Tactics are the “what.” #GoalDrivenDesign
- 38. Goals Strategies Tactics Adding new features might be a viable Tactic. Acquiring “likes” on Facebook might be a Tactic. Re-skinning a blog might be a Tactic. #GoalDrivenDesign
- 39. Goals Strategies Tactics Be sure that your Tactics fulfill your Strategies. #GoalDrivenDesign
- 40. Some Misguided Tactics add a “rotating carousel” to our homepage get “social integration” on our website do more “parallax” #GoalDrivenDesign
- 41. If Tactics do not fulfill a Goal or Strategy, then they are wasteful. #GoalDrivenDesign
- 42. Work together to eliminate Waste #GoalDrivenDesign
- 43. #GoalDrivenDesign Wireframing without purpose is putting Tactics before Goals. The result is a wasteful interface that fails to serve a need.
- 45. #GoalDrivenDesign What are the purpose of these interface elements?
- 46. #GoalDrivenDesign Collaborative Goal Identification brings knowledge of users and software developers together. “ ” content: http://jonkarpoff.com/gdd-goal-driven-design/
- 47. End-Users: #GoalDrivenDesign Customers, prospects, employees, partners, members, advocates. “ ” Business Owners: Operations, developers, designers, legal, marketing, sales, product owners. content: http://jonkarpoff.com/gdd-goal-driven-design/
- 48. Each has a stake in the success of one or more goals they expect “ ” the product to meet. #GoalDrivenDesign content: http://jonkarpoff.com/gdd-goal-driven-design/
- 49. Good news is that goal-driven design is amenable to immersive design techniques “ ” and lean documentation. #GoalDrivenDesign content: http://jonkarpoff.com/gdd-goal-driven-design/
- 50. Identification of common goals allow the creation of Archetypes or Personas. #GoalDrivenDesign “ ” content: http://jonkarpoff.com/gdd-goal-driven-design/
- 51. #GoalDrivenDesign Typical Project Plan Plan Strategies Execute Tactics Discover Goals Sales Strategy Research Content Analysis UX Negotiation Artifacts Assets Technology Media Quality
- 52. #GoalDrivenDesign Goals are the Drivers Discover Plan Goals Strategies Sales Strategy Assets Execute Tactics Content Technology Research Analysis UX Media Negotiation Artifacts Quality
- 53. #GoalDrivenDesign Communication is Critical Plan Strategies Execute Tactics Discover Goals Sales Strategy Research Content Analysis UX Negotiation Artifacts Assets Technology Media Quality
- 55. Communication breakdown is wasteful. Over-communication is also wasteful - e.g. “useless meetings.”
- 56. #GoalDrivenDesign Communication & Workflow Plan Strategies Execute Tactics Discover Goals Group Work & Productivity Group Work & Productivity Group Work & Productivity Meetings Meetings
- 57. #GoalDrivenDesign “Strategy” vs. “Tactics”
- 58. Strategy An efficient use of the available resources for the achievement of the main Goal. #GoalDrivenDesign
- 59. Tactics The tools and services to produce a sound Strategy. #GoalDrivenDesign
- 60. #GoalDrivenDesign Goal: A Practical Example… Checkmate an opponent's king. Strategy: Control the middle of the board. Tactic: Move my knight to respond your pawn.
- 62. #GoalDrivenDesign Strategy Tactics ๏ Broaden my publishing reach
- 63. Strategy Tactics ๏ Broaden my publishing reach ✓ Social listening #GoalDrivenDesign
- 64. Strategy Tactics ๏ Broaden my publishing reach ✓ Social listening #GoalDrivenDesign ✓ Engage in conversations
- 65. #GoalDrivenDesign Strategy Tactics ๏ Connect with my audience
- 66. #GoalDrivenDesign Strategy Tactics ✓ Publish my presentation on Slideshare ๏ Connect with my audience
- 67. #GoalDrivenDesign Strategy Tactics ✓ Publish my presentation on Slideshare ๏ Connect with my audience ✓ Share the link on Twitter
- 68. #GoalDrivenDesign Strategy Tactics ๏ Keep my audience engaged with my content
- 69. #GoalDrivenDesign Strategy Tactics ✓ Build Subscribers ๏ Keep my audience engaged with my content
- 70. #GoalDrivenDesign Strategy Tactics ✓ Build Subscribers ๏ Keep my audience engaged with my content ✓ Publish Email Newsletters
- 71. #GoalDrivenDesign Too often, companies and stakeholders lead with tactics or strategies, rather than leading with the goal.
- 72. “Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat.” - Sun Tzu - The Art of War #GoalDrivenDesign
- 74. “Cloud Computing” is a Tactic #GoalDrivenDesign
- 75. “Migrating to the cloud” is a Strategy #GoalDrivenDesign
- 76. #GoalDrivenDesign …which fulfills a Goal of “reducing operational costs”
- 77. #GoalDrivenDesign Poor Design puts the Cart “Before” the Horse REMEMBER FORM “FOLLOWS” FUNCTION
- 78. What happens when you lead with “Tactics” when designing or investing in User Experience (UX)? #GoalDrivenDesign
- 79. This is a real sample from a potential client we are auditing at PRPL. They provide recruiting services for digital talent…
- 81. What do I search? Why can’t you just show me jobs?
- 83. I searched “HTML CSS”. Now what do I do?
- 84. …I guess subscribe to RSS?
- 85. #GoalDrivenDesign This experience was probably designed by an engineering team who followed Tactics (functional specs) without consideration of the User Goals.
- 86. Companies invest in this software e.g. - Business Strategy. Without fulfilling its users’ needs e.g. - Business Goals. #GoalDrivenDesign
- 88. #GoalDrivenDesign Refining Your Tactics
- 89. #GoalDrivenDesign - Kaizen - A philosophy for continuous improvement.
- 90. #GoalDrivenDesign Kaizen is Japanese for “good change.” The philosophy is to “always make better.”
- 91. Kai (change) #GoalDrivenDesign Zen (good)
- 92. Frequent, small improvements. #GoalDrivenDesign Design out overburden and inconsistency. Eliminate waste.
- 93. #GoalDrivenDesign Act Assess Check Plan Do Design Execute Evaluate
- 94. #GoalDrivenDesign Apply Kaizen to measure and optimize Strategies & Tactics.
- 95. #GoalDrivenDesign Eliminate useless features, bogus efforts, and time-consuming processes.
- 97. #GoalDrivenDesign Selling 15K new downloads is a… Goal Strategy Tactic
- 98. #GoalDrivenDesign Selling 15K new downloads is a… Goal Strategy Tactic
- 99. #GoalDrivenDesign Building a New Website is generally a… Goal Strategy Tactic
- 100. #GoalDrivenDesign Building a New Website is generally a… Goal Strategy Tactic
- 101. #GoalDrivenDesign Posting Jobs on LinkedIn is a… Goal Strategy Tactic
- 102. #GoalDrivenDesign Posting Jobs on LinkedIn is a… Goal Strategy Tactic
- 103. #GoalDrivenDesign Recruiting New Talent is a… Goal Strategy Tactic
- 104. #GoalDrivenDesign Recruiting New Talent is a… Goal Strategy Tactic
- 105. #GoalDrivenDesign Measure & Optimize
- 106. #GoalDrivenDesign
- 107. #GoalDrivenDesign There is an intelligent reason Google Analytics limits you to 20 goals per domain. Individual Goals should be focused. They are the high-level drivers for your business.
- 108. #GoalDrivenDesign Real Goals: Sell Products. Acquire Customer Leads. Call Phone Numbers. Get Driving Directions.
- 109. #GoalDrivenDesign These are real drivers for the experience design.
- 110. #GoalDrivenDesign Let’s bring it all together
- 111. Tackle everything in the right order… Goal Driven Roadmap #GoalDrivenDesign
- 112. ✓ Identify your Business and User Goals (form follows function). ✓ Make sure everyone on each team understands both goals. ✓ Develop Strategies to fulfill these Goals. ✓ Deploy Tactics to fulfill your Strategies. ✓Measure and Improve (Kaizen). ✓ Eliminate Waste. Wasted motion is not work. Goal Driven Roadmap #GoalDrivenDesign
- 113. What are your Business Goals? Goal Driven Roadmap #GoalDrivenDesign
- 114. What are your Customer Goals? Goal Driven Roadmap #GoalDrivenDesign
- 115. What Strategies are you planning? Goal Driven Roadmap #GoalDrivenDesign
- 116. Do your Tactics fulfill the needs of your goals? Goal Driven Roadmap #GoalDrivenDesign
- 117. What useless processes or planned features can you eliminate today? Goal Driven Roadmap #GoalDrivenDesign
- 119. #GoalDrivenDesign A BAUHAUS APPROACH TO DIGITAL STRATEGY Michael Parler @michaelparler / prpl.rs