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.
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
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
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
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
56. #GoalDrivenDesign
Communication & Workflow
Plan
Strategies
Execute
Tactics
Discover
Goals
Group Work &
Productivity
Group Work &
Productivity
Group Work &
Productivity
Meetings Meetings
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.
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
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
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.
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