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Exploring the pragmatic relationship between Goals, Strategies, and Tactics through the lens of goal-driven design. Learn how to lead with the "why" and eliminate waste by having form follow function in digital strategy. Presentation by PRPL VP, Michael Parler, at iSummit 2014
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A BAUHAUS APPROACH TO DIGITAL STRATEGY
#GoalDrivenDesign
Michael Parler@michaelparler / prpl.rs
Today we’re exploring the pragmatic relationship between Goals, Strategies, and Tactics.
#GoalDrivenDesign
To whom this concept applies…
#GoalDrivenDesign
To whom this concept applies…
#GoalDrivenDesign
Creatives
To whom this concept applies…
Programmers
#GoalDrivenDesign
Creatives
To whom this concept applies…
Programmers
Marketers
#GoalDrivenDesign
Creatives
To whom this concept applies…
Programmers
Marketers
Project Owners / Stakeholders
#GoalDrivenDesign
Creatives
To whom this concept applies…
Programmers
Marketers
Project Owners / Stakeholders
Corporate Businesses
#GoalDrivenDesign
Creatives
To whom this concept applies…Creatives
Programmers
Marketers
Project Owners / Stakeholders
Corporate Businesses
Creative Agencies
#GoalDrivenDesign
To whom this concept applies…Creatives
Programmers
Marketers
Project Owners / Stakeholders
Corporate Businesses
Creative Agencies
#GoalDrivenDesign
Startups
To whom this concept applies…Creatives
Programmers
Marketers
Project Owners / Stakeholders
Corporate Businesses
Creative Agencies
Just about everyone here…
#GoalDrivenDesign
Startups
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
#GoalDrivenDesign
BusinessGoals
#GoalDrivenDesign
BusinessGoals
CustomerGoals
+
#GoalDrivenDesign
BusinessGoals
CustomerGoals
Goal DrivenDesign
+ =
#GoalDrivenDesign
Products / Websites /
Applications
End Users /
Customers
Stakeholders / Business Owners
Brand Interaction
Business Relationship
Channel / AssetGoal
DrivenDesign
#GoalDrivenDesign
The Bauhaus School in Dessau, GermanyBauhaus - lit. “house of construction”
#GoalDrivenDesign
“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
“Form” is why vehicles are aerodynamic
#GoalDrivenDesign
“Form” is why a bridge connect two points
#GoalDrivenDesign
“Form” is why Google.com is just a search bar
#GoalDrivenDesign
All great things lead with a functional
purpose
#GoalDrivenDesign
TEDX PUGET SOUND
Simon Sinek
https://www.youtube.com/watch?v=u4ZoJKF_VuA
Start with Why: How Great Leaders Inspire Action
#GoalDrivenDesign
Starting with“Why”YOUR PURPOSE IN OUR DIGITAL ECONOMY
#GoalDrivenDesign
Why
How
What
Simon Sinek’s “Golden Circle”
#GoalDrivenDesign
Why
How
What
#GoalDrivenDesign
Defining your “Why” sets your compass for your
digital strategy.
#GoalDrivenDesign
Goal driven design ensures that every step you take, you
are fulfilling your “Why.”
#GoalDrivenDesign
Goals
Strategies
Tactics
#GoalDrivenDesign
Goals
Strategies
Tactics
Like the Golden Circle, starting with your Goals drives your
Strategies and Tactics
#GoalDrivenDesign
Goals
Strategies
Tactics
Goals are the core.They form the foundation
of your online plans and objectives.
Goals are “why.”
#GoalDrivenDesign
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
Goals
Strategies
Tactics
Strategy is the approachthat supports the
fulfillment of goals.
Strategy is “how.”
#GoalDrivenDesign
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
Goals
Strategies
Tactics
“Improving mobile experience”is a Strategy.
“Engaging insocial conversation”
is a Strategy.
“Simplifyingour lead funnel”
is a Strategy.
#GoalDrivenDesign
Goals
Strategies
Tactics
Tactics are the actionstaken to fulfill each individual strategy.
Tactics are the “what.”
#GoalDrivenDesign
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
Goals
Strategies
Tactics
Be sure that your Tacticsfulfill your Strategies.
#GoalDrivenDesign
Some Misguided
Tactics
add a “rotating carousel” to our homepage
get “social integration” on our website
do more “parallax”
#GoalDrivenDesign
If Tactics do not fulfill a Goal or Strategy, then they
are wasteful.
#GoalDrivenDesign
Work together to eliminate Waste
#GoalDrivenDesign
#GoalDrivenDesign
Wireframing without purpose is putting Tactics before Goals.
The result is a wasteful interface that fails to serve a need.
#GoalDrivenDesign
#GoalDrivenDesign
What are the purpose of these interface elements?
Collaborative Goal Identification brings knowledge of users and software developers together.
#GoalDrivenDesign
content: http://jonkarpoff.com/gdd-goal-driven-design/
“ ”
End-Users:Customers, prospects, employees,
partners, members, advocates.
Business Owners: Operations, developers, designers, legal,
marketing, sales, product owners.
#GoalDrivenDesign
content: http://jonkarpoff.com/gdd-goal-driven-design/
“ ”
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/
“ ”
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/
“ ”
Identification of common goals allow the creation of Archetypes or Personas.
#GoalDrivenDesign
content: http://jonkarpoff.com/gdd-goal-driven-design/
“ ”
#GoalDrivenDesign
Plan Strategies
Execute Tactics
DiscoverGoals
StrategySales
UXContentResearch
AnalysisArtifactsNegotiation
Typical Project Plan
AssetsTechnology
QualityMedia
#GoalDrivenDesign
Plan Strategies
Execute Tactics
DiscoverGoals
Strategy AssetsSales
UXContent Technology
Quality
ResearchAnalysis Media
ArtifactsNegotiation
Goals are the Drivers
#GoalDrivenDesign
Plan Strategies
Execute Tactics
DiscoverGoals
StrategySales
UXContentResearch
Analysis
Communication is Critical
ArtifactsNegotiation
🔗 🔗Assets
Technology
QualityMedia
Communication breakdownis wasteful.
Over-communication is alsowasteful - e.g. “useless meetings.”
#GoalDrivenDesign
Plan Strategies
Execute Tactics
DiscoverGoals
Group Work & Productivity
Communication & Workflow
Group Work & Productivity
Group Work & Productivity
Meetings Meetings
“Strategy” vs. “Tactics”
#GoalDrivenDesign
Strategy An efficient use of the available resources for the achievement
of the main Goal.
#GoalDrivenDesign
TacticsThe tools and services to
produce a sound Strategy.
#GoalDrivenDesign
Goal:
A Practical Example…
Move my knight to respond your pawn.Tactic:
Strategy: Control the middle of the board.
Checkmate an opponent's king.
#GoalDrivenDesign
Strategy Tactics
#GoalDrivenDesign
๏ Broaden my publishing reach
Strategy Tactics
#GoalDrivenDesign
๏ Broaden my publishing reach
✓ Social listening
Strategy Tactics
#GoalDrivenDesign
๏ Broaden my publishing reach
✓ Social listening
Strategy Tactics
#GoalDrivenDesign
✓ Engage in conversations
Strategy Tactics
๏ Connect with my audience
#GoalDrivenDesign
Strategy Tactics
✓ Publish my presentation on Slideshare
๏ Connect with my audience
#GoalDrivenDesign
Strategy Tactics
✓ Publish my presentation on Slideshare
๏ Connect with my audience
#GoalDrivenDesign
✓ Share the link on Twitter
๏ Keep my audience engaged with my content
Strategy Tactics
#GoalDrivenDesign
✓ Build Subscribers
Strategy Tactics
๏ Keep my audience engaged with my content
#GoalDrivenDesign
✓ Build Subscribers
Strategy Tactics
๏ Keep my audience engaged with my content
#GoalDrivenDesign
✓ Publish Email Newsletters
Too often, companies and stakeholderslead with tactics or strategies,
rather than leading with the goal.
#GoalDrivenDesign
“Strategy without Tactics is the slowest route to victory.
Tactics without Strategy is the noise before defeat.”
- Sun Tzu -The Art of War
#GoalDrivenDesign
#GoalDrivenDesign
“Cloud Computing” is a Tactic
#GoalDrivenDesign
“Migrating to the cloud” is a Strategy
#GoalDrivenDesign
…which fulfills a Goal of “reducing operational costs”
#GoalDrivenDesign
Poor Design puts the Cart “Before” the Horse
#GoalDrivenDesign
REMEMBER FORM “FOLLOWS” FUNCTION
What happens when youlead with “Tactics” whendesigning or investing inUser Experience (UX)?
#GoalDrivenDesign
This is a real sample from a potential client we are auditing at PRPL.
They provide recruiting services for digital talent…
What do I search? Why can’t you just show me jobs?
I searched “HTML CSS”. Now what do I do?
…I guess subscribe to RSS?
This experience was probably designed by an engineering team
who followed Tactics (functional specs) without
consideration of the User Goals.
#GoalDrivenDesign
Companies invest in this softwaree.g. - Business Strategy.
Without fulfilling its users’ needse.g. - Business Goals.
#GoalDrivenDesign
#GoalDrivenDesign
Refining Your Tactics
#GoalDrivenDesign
- Kaizen -
A philosophy forcontinuous
improvement.
#GoalDrivenDesign
Kaizen is Japanese for “good change.”
The philosophy is to “always make better.”
#GoalDrivenDesign
Kai (change)
#GoalDrivenDesign
Zen (good)
Frequent, small improvements.
Design out overburden and inconsistency.
Eliminate waste.
#GoalDrivenDesign
#GoalDrivenDesign
Act
PlanCheck
Do
Assess
Design
Execute
Evaluate
Apply Kaizen to measure and optimize Strategies & Tactics.
#GoalDrivenDesign
Eliminate useless features, bogus efforts, and time-consuming processes.
#GoalDrivenDesign
Quiz Time
#GoalDrivenDesign
Goal Strategy Tactic
#GoalDrivenDesign
Selling 15K new downloads is a…
Goal Strategy Tactic
#GoalDrivenDesign
Selling 15K new downloads is a…
Goal Strategy Tactic
#GoalDrivenDesign
Building a New Website is generally a…
Building a New Website is generally a…
Goal Strategy Tactic
#GoalDrivenDesign
Posting Jobs on LinkedIn is a…
Goal Strategy Tactic
#GoalDrivenDesign
Posting Jobs on LinkedIn is a…
Goal Strategy Tactic
#GoalDrivenDesign
Recruiting New Talent is a…
Goal Strategy Tactic
#GoalDrivenDesign
Goal Strategy Tactic
#GoalDrivenDesign
Recruiting New Talent is a…
Measure & Optimize
#GoalDrivenDesign
#GoalDrivenDesign
#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.
#GoalDrivenDesign
Real Goals: Sell Products.
Acquire Customer Leads.
Call Phone Numbers.
Get Driving Directions.
#GoalDrivenDesign
These are real drivers for the experience design.
Let’s bring it all together
#GoalDrivenDesign
Tackle everything in the right order…
Goa
l Dri
ven
Roa
dmap
#GoalDrivenDesign
✓ Identify your Business and User Goals(form follows function).
✓ Make sure everyone on each teamunderstands 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.
Goa
l Dri
ven
Roa
dmap
#GoalDrivenDesign
What are your Business Goals?
Goa
l Dri
ven
Roa
dmap
#GoalDrivenDesign
What are your Customer Goals?
Goa
l Dri
ven
Roa
dmap
#GoalDrivenDesign
What Strategiesare you planning?
Goa
l Dri
ven
Roa
dmap
#GoalDrivenDesign
Do your Tactics fulfill the needs of
your goals?
Goa
l Dri
ven
Roa
dmap
#GoalDrivenDesign
What useless processes or planned
features can you eliminate today?
Goa
l Dri
ven
Roa
dmap
#GoalDrivenDesign
Questions?
#GoalDrivenDesign
A BAUHAUS APPROACH TO DIGITAL STRATEGY
#GoalDrivenDesign
Michael Parler@michaelparler / prpl.rs