User Experience Design

CHAPTER 45A BUSINESS LEADER’S GAME PLAN: Contrasting the journey of two leaders in different business contexts

To illustrate the power of the UXD Playbook, let’s go through some scenarios inspired by real life that business leaders in two different contexts have to deal with and discuss how they both can leverage this Playbook to get to their intended outcome.

Chris leads AltEdukation, the small but highly effective organization that was introduced in Chapter 1. Kathy leads LivPharma, a large, publicly traded multinational organization.

AltEdukation: Innovate or Perish

AltEdukation is a well‐established company providing after‐school enrichment programs in multiple physical locations to K–12 students across the West Coast. Its story begins in 2017. Under CEO Chris, this successful brick‐and‐mortar education company had built a loyal customer base, and its brand was well known within the local community. The business was profitable with reasonable margins, and steady growth was coming as it launched new locations.

However, AltEdukation’s acceleration was limited by the capital they had available to reinvest in opening these new locations. Chris had been doing research on digital transformation and also had observed an influx of online training programs such as Coursera and Udemy. He knew that he needed a less capital‐intensive way to accelerate his business and a way to expand ...