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UX Strategy Blueprint for
Agile Teams
@JimKalbach
AGENDA
What is strategy?
Strategy blueprint and examples
Strategy and agile
Earned Autonomy
What is strategy?
“Air Sandwich“
A strategy is a set of hypotheses
about cause and effect….and can
be expressed by a sequence of
if-then statements. ROBERT KAPLAN
& DAVID NORTON
“Linking the Balanced Scorecard to Strategy” 1996
“Air Sandwich“
A good strategy honestly
acknowledges the challenges
being faced and provides an
approach to overcoming them.
RICHARD RUMELT
“Air Sandwich“[Strategy is about] making trade-offs,
and forging fit among activities
…Strategy renders choices about what
not to do as important as the choice
about what to do. MICHAEL PORTER
“What is strategy?” Harvard Business Review, 1996
Austin Govella, www.agux.co
Building strategy is a creative exercise
to design a way of overcoming your
key challenges to reach a desired
outcome with an interlocking set of
choices for consistency in action.
Analysis
Planning
Analysis
STRATEGY
Planning
STRATEGY BLUEPRINT
ELEMENT OF STRATEGY
1. Pattern – Trends from past
2. Position – Desired outcome
3. Perspective – Philosophy
4. Ploy – Out-wit opposition
5. Plan – Course of action
1. What's your winning aspiration?
2. Where will you play?
3. How will you win?
4. What capabilities are needed?
5. How will you manage strategy?
Will Miner,
Director of UX,
2U Inc
George Kordas
G2W = G2M,
people don‘t
know what
broadcasting is
Make attendee
experience
awesome
Awareness,
education,
socialize
Customer
G2MTW
confusion
Synch and asynch
to cover the
length and
breadth of
market
Mobile
Not easy to video
broadcast
Roles not clear,
labels not clear
Streaming provider
crowding our space
We‘re not preventing
threat of new entry
Space is evolving quickly,
speed and velocity
We don’t capture value
of live event, market not
sustainable
We only extract value
from organizer, not
looking at value chain
Need to learn the
“what”, uncertain
solutions
Expand breadth
to broadcasting
tool
Be integral part
of marketing,
sales flows
Self service
As relevant as
twitter in terms
of being a
megaphone to
the world
People can speak
to the world for
free
Disrupt media,
demand gen
R&D
Infrastructure to
big and
expernsive
Overall attendee
experience
- Easy join;
- Any, any, all;
- Interaction
Agile, iterative
work, better
teamwork
GEO: US, with
some
international
6 languages
Organizers:
content creation,
capturing and
sharing
Iterative
delivery
Acquisitions
Re-invent the
webinar/webcast
/livestream
category
G2MTW
technical
dependenciesDon’t move quick
enough to capture
market value
Superflexible
solutions that
anyone can
develop on
Love the low end
Highlight the
unique value of
G2W
Increase
attendee tNPS
G2W outgrows SF
and G2M
APIs
Separate layers
Explore
Freemium
Tell the G2W
story
Fast, but smart
delivery
Process
Lean Startup and
“true”, iterative
agile
Market
CX / Product
Process / Development
Biz / Steering Team
Oranizers
become
broadcasters
Clarify event
roles
Risk averse
Lack of strategy
Lack of discipline
n teams have
experienced the
G2W roadshow
n new
innovations,
features,
products
launched
Redesign
organizer
experience
R&D
Past and future
vision of G2W
TIMING
DIRECT INPUT
● Team of 3-10
● 1-2 hours
GUIDED EXERCISES
● Team of 3-10
● 2-4 hours
EXAMPLE IN MURAL
AGILE & STRATEGY:
EARNED AUTONOMY
“If you can’t feed a
team with two pizzas,
it’s too large.”
SMALL, EMPOWERED TEAMS
HIERARCHY OF STRATEGY
Corporate
Strategy
Brand
Strategy
Product
Strategy
UX
Strategy
As strategy cascades down, its
specificity reduces. A subordinate
strategy is needed when
superordinate strategies don’t
provide clarity.
MISSION CLARIFICATION
● Situation
● Complication
● Higher Intent
● Intent
● Boundaries
● Hypotheses
● Input
● Output
● Outcome
https://auftragsklaerung.com/
AUTONOMY THROUGH ALIGNMENT
THANK YOU
@JimKalbach
www.mural.co

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Strategy Blueprint for Agile

  • 1. UX Strategy Blueprint for Agile Teams
  • 3. AGENDA What is strategy? Strategy blueprint and examples Strategy and agile Earned Autonomy
  • 5. “Air Sandwich“ A strategy is a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
  • 6. “Air Sandwich“ A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them. RICHARD RUMELT
  • 7. “Air Sandwich“[Strategy is about] making trade-offs, and forging fit among activities …Strategy renders choices about what not to do as important as the choice about what to do. MICHAEL PORTER “What is strategy?” Harvard Business Review, 1996
  • 9. Building strategy is a creative exercise to design a way of overcoming your key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  • 13. ELEMENT OF STRATEGY 1. Pattern – Trends from past 2. Position – Desired outcome 3. Perspective – Philosophy 4. Ploy – Out-wit opposition 5. Plan – Course of action 1. What's your winning aspiration? 2. Where will you play? 3. How will you win? 4. What capabilities are needed? 5. How will you manage strategy?
  • 14.
  • 15.
  • 18. G2W = G2M, people don‘t know what broadcasting is Make attendee experience awesome Awareness, education, socialize Customer G2MTW confusion Synch and asynch to cover the length and breadth of market Mobile Not easy to video broadcast Roles not clear, labels not clear Streaming provider crowding our space We‘re not preventing threat of new entry Space is evolving quickly, speed and velocity We don’t capture value of live event, market not sustainable We only extract value from organizer, not looking at value chain Need to learn the “what”, uncertain solutions Expand breadth to broadcasting tool Be integral part of marketing, sales flows Self service As relevant as twitter in terms of being a megaphone to the world People can speak to the world for free Disrupt media, demand gen R&D Infrastructure to big and expernsive Overall attendee experience - Easy join; - Any, any, all; - Interaction Agile, iterative work, better teamwork GEO: US, with some international 6 languages Organizers: content creation, capturing and sharing Iterative delivery Acquisitions Re-invent the webinar/webcast /livestream category G2MTW technical dependenciesDon’t move quick enough to capture market value Superflexible solutions that anyone can develop on Love the low end Highlight the unique value of G2W Increase attendee tNPS G2W outgrows SF and G2M APIs Separate layers Explore Freemium Tell the G2W story Fast, but smart delivery Process Lean Startup and “true”, iterative agile Market CX / Product Process / Development Biz / Steering Team Oranizers become broadcasters Clarify event roles Risk averse Lack of strategy Lack of discipline n teams have experienced the G2W roadshow n new innovations, features, products launched Redesign organizer experience R&D Past and future vision of G2W
  • 19.
  • 20. TIMING DIRECT INPUT ● Team of 3-10 ● 1-2 hours GUIDED EXERCISES ● Team of 3-10 ● 2-4 hours
  • 22.
  • 24. “If you can’t feed a team with two pizzas, it’s too large.” SMALL, EMPOWERED TEAMS
  • 25. HIERARCHY OF STRATEGY Corporate Strategy Brand Strategy Product Strategy UX Strategy As strategy cascades down, its specificity reduces. A subordinate strategy is needed when superordinate strategies don’t provide clarity.
  • 26. MISSION CLARIFICATION ● Situation ● Complication ● Higher Intent ● Intent ● Boundaries ● Hypotheses ● Input ● Output ● Outcome https://auftragsklaerung.com/
  • 28.