Yesterday, I finalised the date and time of our new community webinar, which will run on June 4th at 12 pm CEST / 11 am BST / 6 pm SGT / 6 am EDT. The topic we have selected is journey frameworks. I know this is a hot topic for many of you trying to make sense of the intricate maze of products, services and journeys in your organisation.
If done well, a journey framework allows you to generate a holistic view of your organisation’s value proposition in a way that everyone in the business can understand and access. If instrumented with data, it offers a real opportunity to show data in context for informed decision making. Many strategic decisions taken in organisations are based on a siloed view of the reality of the business, the market and partners, producing disastrous consequences for profitability and business relevance.
I have spent about a decade thinking about this topic and crystallised my learning in a concise framework called A.V.O.C. You can opt to read the full article about it, in any case below is a quick recap for those who are new to it.
A.V.O.C. stands for: Anchor, Variations, Outcomes, and Change.
Anchor: This is what hardly changes, holding everything else in place. It includes: Lifecycle, Services, and Supporting Services.
Variations: The part that always changes, encompassing all the ways people experience your services: Products, Journeys, and Blueprints.
Outcomes: The elements that guide decision-making. This allows you to measure how you are performing, assess, and recalibrate. It includes: Desired Outcomes for Clients, Business, Operations, and the Environment, as well as Indicators, and Metrics.
Change: The rules of how change happens in your organisation. This encompasses prioritisation mechanisms and operating model.
Many community members have found the framework useful to clarify what’s what and to organise existing maps through more precise levels of granularity or altitudes. One of this people is Harriet Wakelam, Executive Design Director at DBS Bank in Singapore. The framework has allowed Harriet and her team to think about the granularity of the journeys and work towards the right one to allow strategic decision-making. It has inspired and anchored reflections on the future of the bank.
I found Harriet’s reflections fascinating, so I invited her to share her experience and story during our next webinar. Her presentation won’t be polished by any means, they are very much still in the midst of it. The webinar will be an opportunity for Harriet to reflect on their journey of building a journey framework. It will also be an opportunity to receive feedback from the community, sharing learnings and best practices among peers.
That’s the very essence of this community. I started it to provide a platform for change agents using design to transform their organisations, hold space for each other, and allow deep reflections on organisational change and leadership. I’m sure this webinar will offer an opportunity to do just that.
In order to become part of the community and join the webinar, you need to become a paid subscriber, you can do so by clicking on the button below. A few months ago, I decided to keep the blog and podcast free for everyone to enjoy, as these topics are too important to stay behind a paywall. I want anyone interested in design-driven transformation to be able to access this content. At the same time, I have decided to ask for a little contribution from members to host community events. Your support means the world to me, as it allows me to continue expanding the community and generating new relevant content.
Only paid subscribers have, therefore, access to the webinars. With a paid subscription, you can join our bimonthly webinars and access the recordings of all previous webinars. Yesterday, I have sent a webinar calendar invite to all paid subscribers. I will send the calendar invite to all new subscribers as they register. If you can’t attend the event live, a few hours after the event you will receive the full recording with my personal notes.
Lastly, Harriet and I would love to know whether you have specific questions or curiosities about her experience using the AVOC framework. If you do, please share them in the comments below.
What’s New
Many of you have asked me for group coaching and feedback sessions on using the AVOC Framework. I have created a dedicated package that includes the following:
1.5-hour coaching session with up to 5 team members to align on definitions (e.g. product, service, journey, customer) and review your existing work on your customer journey framework and provide feedback for iteration.
2x1-hour working session to be scheduled in the following 8 weeks to support the team with progress on the framework, storytelling for different stakeholder groups, and considerations for implementation.
The cost for the entire package is €1.700 (. I apply a 6% discount for paying community members, making the cost of the package drop to €1.600. If you are interested, drop me a line and let’s discuss.