design and innovation in a commercial world
DESCRIPTION
Lecture for design students at University of Technology of Sydney about communicating design in the commercial world. (originally developed by Anthony Colfelt)TRANSCRIPT
Design and innovation in a commercial worldConsiderations for getting designs out in the real world
How attached do we become to our own creations?
(c) Furya
Creator 23 cents
Non-creator 5 cents
Different is an Experience Design Firm
We use insight into human behavior to create products and services that engage, delight & differentiate.
Established 2001 Team of 20 User Centred Design experts based in Sydney
What we design
Graphic
Software
“Products”
Online
Services
“Experiences”
“Strategy”What we design
The Corporate World
Who pays for design?
Marketing department
Product department
“Online” department
Technology department
Pressures on the ‘Sponsor’
Reduce costs, increase revenues
Don’t waste time, money or reputation i.e. “manage risk”
Gain organisational consensus
Succeed and climb the ladder
SKEPTICAL
OF DESIGN
ASSUMED
NEED
PERCEPTION
OF “DESIGN”
Some designer stereotypes
Technique 1: Communicating designThe most frequently missed ingredient for success
Who would you trust?
The communication gap
DESIGNER HERE
BUSINESS NEEDS VALUE OF
DESIGN
DistributionSales
Conversions
Acquisition
CostsEfficiency
Strategy
Differentiation
NPS
Profit
margin Customer
Satisfaction
Advantage
Investment
BUSINESS TALK
Design benefits must be ‘real’
Communicating design
Time spent creating the stuff
Time spent preparing how to communicate it
Storytelling
Technique 2: Manage perceived riskBuild confidence through making your design process explicit
Design means change
Change = risk
People fear change
You must inspire confidence
Processes reassure
LaunchConcept
TestIterate
Less Valuable Too Late
DesignResearch
$ $Cost of Change
DesignTest
IterateImplement
Learn Here
Validating assumptions
Ethnographic
research
Illuminates what the customer
is really doing, not just
what they say
Analysis to
generate
customer insight
Research as shield
Research as a shield
Testing how and if
the big ideas are
valid and valuable
Conclusion
Creating value around design
Test & IterateDesignResearchPromoting
DesignYOUR
ACTIVITY
MO
TIV
AT
ED
Proof
OP
TIM
IST
IC
EN
GA
GE
D
Solutions
WO
RR
IED
RE
ALI
SA
TIO
N
of
need
to
cha
nge
Problems &Consequences
AP
AT
HE
TIC
STA
KE
HO
LD
ER
S’
STA
TE
OF
MIN
D
INT
ER
ES
TE
D
CredibilityYOURGOAL
They need you
(and the world too)
Better thinking. Better experiences. Better results.TM
Follow @differentUX @madeinlafrance