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User Feedback to Strategy

A Holistic Approach

Pratyasha Saha

30-09-2020

So what went WRONG?

Let's

START

Know the

PROBLEM

Case Study #1

Client-side

Something wasn't clicking in bars!

Problem

B̶i̶g̶ ̶D̶a̶t̶a̶ ̶-̶ ̶A̶n̶a̶l̶y̶t̶i̶c̶s̶ ̶-̶ ̶Q̶u̶a̶n̶t̶i̶t̶a̶t̶i̶v̶e̶ ̶A̶p̶r̶o̶a̶c̶h̶

Promotional products => No value!

Social Anthropologists

Immersed in the lifestyle

Unaware! Not willing to be aware!

Observing people

200 hours of Videos, Notes, Photographs

User-side

So what went WRONG?

PROBLEM?

Biggest deficit: Lack of customer insight.

It may be possible to predict a customer's next mouse click or purchase, but no amount of quantitative data can tell you why she made that click or purchase.

Sensemaking

Moving On

Part One

Experience Life!

Step One

1. Reframing

Phenomena

Client Needs

How can OS reduce attrition?

How do our customers experience e-learning, and why are they leaving?

How can we create a premium offering?

What is a good learning (offline/online) experience?

What is the role of learning (offline/online) in Bangladesh?

What should be our go-to-market approach for e-learning in Bangladesh?

Step Two

2. Collect Data

Observation

Themes

• How does education (online/offline) impact everyday life?

• How does technology (mobile/PC/SM/others) impact everyday life?

• How do they plan their everyday lives?

• How do they variously perceive quality education care?

• What are their aspirations for care?

• What are their study/teaching routines?

• What are their crucial needs and challenges?

• What are the key decision processes choosing products/accessories?

Spend days with the students, observing them with their friends and families, on the street, and, perhaps most important, when trapped at home being embarrassed or anxious about their study condition.

In addition, spend day with mentors

in order to understand the way they choose products and their concerns about money, popularity, tuition perceptions etc.

Step Three

3. Find Patterns

Observables/Pain-points

Habits and practices informing users' behavior and choices

Why we are lagging?

- how e-learning facilities affects life/routines/plans

- how social stigma builds up,

- roles of trust.

- Could social stigma explain why students avoid OS service?

- Do students have different standards of learning at home and elsewhere?

- How are their study affected by OS?

- What happens to a person's identity/life/study progress when she opt for e-learning?

Underlying causes of those habits and practices

Step Four

4. Key Insights

Existing

Cannot build trust -- Review System

Heavy data consumption -- Whiteboard

Cannot contact mentor -- Mentor reaching option

New

Spends time in TBD/FB -- An essence of social media

Believes in short time reward -- Gems

Loves to play games -- Gamification

Interested in learning new skills -- ECA courses

Moving On

Part Two

SCARY-gy!?

Spending weeks or even months preparing a comprehensive plan for how the company will invest in existing and new assets and capabilities in order to achieve a target—an increased share of the market, say, or a share in some new one. The plan is typically supported with detailed spreadsheets that project costs and revenue quite far into the future.

By the end of the process, everyone feels a lot less scared.

Why that's TERRIBLE?

Hard choices

C̶o̶m̶f̶o̶r̶t̶a̶b̶l̶e̶

Apprehensive

E̶l̶i̶m̶i̶n̶a̶t̶e̶ ̶r̶i̶s̶k̶s̶

Increase the odds of success

So what makes it?

Hours of thorough and careful research

Simple

Rough-and-ready process (Apple Inc)

Realistic

Inevitable conclusion

The Sweet Traps

CT 1: Strategic Planning

CT 2: Cost-Based Thinking

For costs, the company makes the decisions. But for revenue, customers are in charge.

CT 3: Self-Referential Strategy Frameworks

N̶o̶ ̶l̶o̶n̶g̶e̶r̶ ̶i̶s̶ ̶t̶h̶e̶r̶e̶ ̶a̶ ̶n̶e̶e̶d̶ ̶t̶o̶ ̶m̶a̶k̶e̶ ̶a̶n̶g̶s̶t̶-̶r̶i̶d̶d̶e̶n̶ ̶d̶e̶c̶i̶s̶i̶o̶n̶s̶ ̶a̶b̶o̶u̶t̶ ̶u̶n̶k̶n̶o̶w̶a̶b̶l̶e̶ ̶a̶n̶d̶ ̶

u̶n̶c̶o̶n̶t̶r̶o̶l̶l̶a̶b̶l̶e̶ ̶t̶h̶i̶n̶g̶s̶.̶

Choose

WISELY

Escape!

Rule 1: Keep the strategy statement simple.

Focus your energy on the key choices that influence revenue decision makers—that is, customers. They will decide to spend their money with your company if your value proposition is superior to competitors’. Two choices determine success: the where-to-play decision (which specific customers to target) and the how-to-win decision (how to create a compelling value proposition for those customers). There is no reason why a company’s strategy choices can’t be summarized in one page with simple words and concepts.

Rule 2: Recognize that strategy is not about perfection.

Strategy always involves a bet.

Rule 3: Make the logic explicit.

For your choices to make sense, what do you need to believe about customers, about the evolution of your industry, about competition, about your capabilities? It is critical to write down the answers to those questions, because the human mind naturally rewrites history and will declare the world to have unfolded largely as was planned rather than recall how strategic bets were actually made and why. If the logic is recorded and then compared to real events, managers will be able to see quickly when and how the strategy is not producing the desired outcome and will be able to make necessary adjustments.

STOP

here

And...

In deeper study

#1

Agile vs Waterfall, Why MVP?

#2

Competitive Advantage, Market Segment, Efficiency Frontier

#3

Four R's of Customer Experience (Recog, Request, Respond, Repeat)

Chicken and Egg Problem (Fundamental needs vs deeper connection with customers)

#4

Many more on Connected Strategy (continuous, low friction, personalized)

#4

“People ignore design that ignores people.”

Frank Chimero

Thank You.

For any questions: pratyasha@mainframes.ltd

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