design as a competitive advantage for business
TRANSCRIPT
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design as a competitive advantage for companies
@nictinworth
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I am a designerweb, interactive, interaction, UX, service, digital, etc...
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design is a process(loosely speaking)
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When I’m being creativeI can get stuck on tangents
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This is awesome
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This is awesomeThis is tricky
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This is awesomeThis is trickyTHIS IS SHIT
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This is awesomeThis is trickyTHIS IS SHITI am shit
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This is awesomeThis is trickyTHIS IS SHITI am shitThis might be ok
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This is awesomeThis is trickyTHIS IS SHITI am shitThis might be okThis is awesome
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I used to be agencyboutique and with a digital focus
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group art directing was serious business
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now I’m corporatehalp
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me, halfway through a four hour meeting
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why?agency was my comfort zone
we were just a ‘service provider’wanted to affect change from inside out
the in-house function and need has grownexperience and design have finally become a priority
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design isn’t just about how it works or looks
it’s about how well it solves a problem
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ilse crawford“design is not just a visual thing. It’s a thought process. It’s a skill. Ultimately, design is a tool to enhance our humanity. It’s a frame for life.”
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john maeda“design isn’t just about beauty; it’s about
market relevance and meaningful results.”
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superficial aesthetics
problem-solving &experience-shaping
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design is cool now?we don’t need to champion our craft anymore!
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design finally has a seat at the table!
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ge moved their hq to bostonand of the 800 employees moving, over 600 were digital,
designers or developers.
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corporate shifts
engineering driven
design driven
product-centric
customer-centric
marketing focused
UX focused
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global consultancies are buying up agenciesand reshaping the agency model as they do it
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why?
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‘design thinking’ enters the conscious of big business
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design thinkinghuman-centered approach to innovation that demands empathy
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empathyunderstanding the true customer needsaligning them with the business needs
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collaborationto bring functions and perspectives closer together
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iterationto validate, and better understand and embrace the market
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focuson people, processes and environments to encourage creativity
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scaleable cultureinvites disruptive innovation over incremental innovation
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companies failbecause they lack the right innovation cultures
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innovation = execution x creativity
rigid processesrisk avoidancecomplacency
legacy frameworks
xxx
x
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1920‘s ford model t(any colour, as long as it’s black)
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one standard colourreduced complexity
sped up assembly linecost effective
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gm oakland modeldupont introduce a new automotive paint
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variety of coloursquick drying & durable
applied to mass productionwider variety of looks and styles
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1921ford had a 60% share of the market
1927ford had a 10% share of the market
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model t was scrappedgm saw that the form of its cars mattered too
x
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design is a competitive advantagecapture customer desire
speed up productionfatten marginsreduce costs
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need proof?
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the design value index study shows
10 year returns yielding 2x that of
the S&P 500 (+220%)
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corporate design trends
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UXD dominates growth of the design profession
the need for usable and meaningful digital interface and interaction design has put companies head to head
with each other in attracting talented digital designers.
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“Years ago we would never have thought that P&G’s design function would
include interaction designers. But I can see much more
opportunity to include this discipline in much of our
future work.”
P.J. Mason, Design Director, Oral B
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investments in design transform BAU
the integrative thinking, creative and empathy-based skills that designers bring are increasingly sought after
for cracking new markets as well as providing a competitive advantage in customer experience.
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announced in 2013 they would spend US$100 million over five years to support staffing,
programs and facilities to put design into the founding vision of a re-imagined IBM.
now has one of the largest global design teams
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design maturity doesn’t mean more designers
design transformation doesn’t happen overnight
design maturity, sabine junginger, 2009
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‘get design done’freelancer?design agency?comms agency?
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‘UX team of one’maybe sits in marketingmaybe sits in devmaybe even TWO designers!collaboration begins...
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‘a seat at the table’design director or CDO position createddesign comes from the UX team+ service designers+ business designersHCD is at the core of the business
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‘design is BAU’design has become a completely integrated part of the operation instead of just another discipline.
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design thinking is core to innovation
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it’s still a buzzword, but it’s not a fad
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it starts with strong design leadership
there is no more critical role for any company to develop, large or small, than design leadership.
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be an agent of change
be stubborn, stick to your convictions and don’t be discouraged