When helping design teams to formulate their strategy, we built this framework to help them make choices on where to focus.
Where to play
Strategic and optional responsibilities
Anticipating emerging user needs, and technology and market trends.
Identifying, articulating and assessing potential problems to solve
Crystallising and visualising potential product/service futures
Provoking debate, introducing new thinking, and pioneering change
How to win
Traditional core responsibilities
Testing, learning and developing to check desirability, feasibility and viability of concepts
Raising quality and coherence for the user across touch points
Positively distinguishing the brand at the product/ service level
Insight to concept process
Owning, refining and facilitating the front-end innovation process