business effectiveness of information design

Business effectiveness of information design

Andrew Boag

M +44 [0]7966 520023 | T +44 [0]1993 815812 |

andrew@boag.org.uk | linkedin.com/in/asboag

Information design | Writing | Consultancy

Business effectiveness of information design

1. A communication taxonomy

2. Measuring information design improvement & innovation

11 April 20232

Andrew Boag | Business effectiveness

11 April 20233

1 Communication taxonomy

Andrew Boag | Business effectiveness

Explain

11 April 20234

Persuade

Identify

Three communication modes

Andrew Boag | Business effectiveness

Explain

11 April 20235

Cre

dit

: D

avi

d D

ickin

son

/ C

on

sum

ati

on

Andrew Boag | Business effectiveness

Persuade

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Andrew Boag | Business effectiveness

Identify

11 April 20237

Andrew Boag | Business effectiveness

Explain

11 April 20238

Persuade

Identify

Andrew Boag | Business effectiveness Educational design

Information design

Image-building design

Explain

11 April 20239

Persuade

Identify

Andrew Boag | Business effectiveness

Explain

11 April 202310

Persuade

Identify

Explain, instruct

1

Andrew Boag | Business effectiveness

11 April 202311

Explain, instruct

Andrew Boag | Business effectiveness

Explain, instruct

11 April 2023

Andrew Boag | Information design | Writing | Consultancy

12

11 April 202313

Explain, instruct

Influence2

Andrew Boag | Business effectiveness

Influence

11 April 202314

Andrew Boag | Business effectiveness

11 April 202315

Educate

3Influence

Andrew Boag | Business effectiveness

Explain, instruct

Educate

16

Andrew Boag | Business effectiveness

11 April 202317

Entertain4

Influence

Educate

Andrew Boag | Business effectiveness

Explain, instruct

Entertain

11 April 202318

Andrew Boag | Business effectiveness

11 April 202319

Persuade 5Influence

EducateEntertain

Andrew Boag | Business effectiveness

Explain, instruct

Persuade

11 April 202320

Andrew Boag | Business effectiveness

11 April 202321

Promote & image-build

6

Influence

EducateEntertain

Persuade

Andrew Boag | Business effectiveness

Explain, instruct

Promote & image-build

11 April 202322

Andrew Boag | Business effectiveness

11 April 202323

Identify

7

Influence

EducateEntertain

Persuade

Promote & image-build

Andrew Boag | Business effectiveness

Explain, instruct

Identify

11 April 202324

Andrew Boag | Business effectiveness

11 April 202325

8 Transact

Influence

EducateEntertain

Persuade

Promote & image-build

Andrew Boag | Business effectiveness

Explain, instruct

Identify

Transact

11 April 202326

Andrew Boag | Business effectiveness

11 April 202327

Explain

Andrew Boag | Business effectiveness

11 April 202328

Persuade?

Andrew Boag | Business effectiveness

11 April 202329

2 Measuring information design improvement and innovation

Andrew Boag | Business effectiveness

11 April 202330

Andrew Boag | Business effectiveness

11 April 202331

Process

Cre

dit

: D

avi

d S

less

: W

IID

?, D

esi

gn

ing

in

fo f

or

peop

le,

CR

IA,

19

94

Andrew Boag | Business effectiveness

1 2 3 4 5 6

Define the problem

Involve stakeholders

Observe/measure the current state

Develop & test prototypes

Optimum solution

Implement & monitor

11 April 202332

Cre

dit

: D

esi

gn

Week 2

5 F

eb

20

14

Andrew Boag | Business effectiveness

11 April 202333

Andrew Boag | Business effectiveness

EducateUnderstandingInformation retentionBenefits claimed

InfluenceCall volumePayment speed

ExplainImproved customer experienceReduced incidentsDrugs taken (correctly) Lives saved

TransactChannel migrationForm drop offsPayment speed

IdentifyBrand awareness

PromoteCustomer satisfactionNet Promoter

PersuadeProduct take upSales

EntertainSubscriber volumesViewing figures

Measuring information design improvement

11 April 2023

Andrew Boag | Information design | Writing | Consultancy

34

Drug packaging

11 April 202335

Cre

dit

: D

avi

d D

ickin

son

/ J

an

Macd

on

ald

Andrew Boag | Business effectiveness

11 April 202336

To measure or not to measure

Andrew Boag | Business effectiveness

2044?

11 April 202337

Andrew Boag | Business effectiveness

M +44 [0]7966 520023 | T +44 [0]1993 815812 |

andrew@boag.org.uk | linkedin.com/in/asboag

Thanks

11 April 202338

‘I can’t improve what I can’t measure.’

Kap

lan

& N

ort

on

, B

ala

nce

d S

core

card

. H

arv

ard

Bu

sin

ess

Revi

ew

, Ja

n 1

99

2

Customer (e.g. CSAT, Net Promoter)

Innovation & learning(e.g. exploitation of new channels)

Internal (e.g. efficiency, productivity, call reduction)

Financial(e.g. regular sales growth)

Andrew Boag | Business effectiveness