Part 3 — Understanding Impacts and Communicating your change


This is the third section of a three-part view of the world. In the first essay, we looked at building value by looking at developing an understanding of a business and its audience and part two focused on working on the right solution The change needed and possible solutions. In this final essay, we look at communicating the change.

This third essay, as with the second, is a little more detailed. …

Part 2 — Working the problem — The change needed and possible solutions


This is the second section of a three-part view of the world looking at how, once we have built an understanding of the business and the audience (Part 1 essay), we need to understand what we can do to serve them better and capitalise on that relationship through iterative growth and development of our products or services — what we call Working the Problem. Finally, the third essay explores how we work with and communicate the change to a wider audience, especially when that audience comes from different backgrounds and disciplines.

If you don’t understand your audiences to be able…

Part 1 — Understanding the business and audience


The world of experience includes customer (CX) and user (UX). Our concern is not about the focus of customer vs user but instead about getting the right balance between experience research, technical and commercial considerations. These ensure the job gets done in a way that creates and adds value and that the research is proportionate to the likely benefits. In other words, we need to involve all the right business functions.

This first essay looks at building our understanding of the landscape, be that the business, the audience or the context we find ourselves in. From an understanding of where…

I’ve had a theory for a while now that the way we look at transformational change is too one-sided it takes on the language of the originator and doesn’t translate well to those who don’t understand that language.

What’s more, it starts at the bottom and works its way up or the other way around… but what about below the bottom? What is on the other side of the touchpoint? Peoples attitudes, their beliefs, the wider understanding of why they did what they did maybe even the personality of those undergoing the transformation.

Is there a way to model a…

Andrew Ward

He grows businesses through telling compelling stories and building customer relationships, lasting narratives and relationships that redefine the experience.

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