business effectiveness of information design

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


Explain

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Persuade

Identify

Three communication modes


Explain

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sum

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Persuade

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Identify

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Explain

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Persuade

Identify

Andrew Boag | Business effectiveness Educational design

Information design

Image-building design

Explain

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Persuade

Identify


Explain

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Persuade

Identify

Explain, instruct

1


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Explain, instruct


Explain, instruct

11 April 2023

Andrew Boag | Information design | Writing | Consultancy

12

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Explain, instruct

Influence2


Influence

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Educate

3Influence


Explain, instruct

Educate

16


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Entertain4

Influence

Educate


Explain, instruct

Entertain

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Persuade 5Influence

EducateEntertain


Explain, instruct

Persuade

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Promote & image-build

6

Influence

EducateEntertain

Persuade


Explain, instruct


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Identify

7

Influence

EducateEntertain

Persuade



Explain, instruct

Identify

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8 Transact

Influence

EducateEntertain

Persuade



Explain, instruct

Identify

Transact

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Explain


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Persuade?


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2 Measuring information design improvement and innovation


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Process

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1 2 3 4 5 6

Define the problem

Involve stakeholders

Observe/measure the current state

Develop & test prototypes

Optimum solution

Implement & monitor

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Cre

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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

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Cre

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Macd

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ald


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To measure or not to measure


2044?

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

[email protected] | linkedin.com/in/asboag

Thanks

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

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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)


business effectiveness of information design

Design

process credit

jan1992 customer

volume payment speed

offs payment speed

cominasboag thanks

brand awareness

current state

reduction financial