sis thu 1045 lance loveday
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The Power of Design: Success vs. Mediocrity
Lance Loveday, CEOClosed Loop Marketing
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Design as Game-Changer
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Good Design
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Bad Design
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What Does Design Mean?
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Design – Noun or Verb?
Design – n.
1. Aesthetic, surface properties2. The physical shape and contour of an object3. Static, passive, visual, functional
Design – v.
1. Envision, plan, create, clarify, build, enrich2. Vigorous approach to communicating, solving
problems and identify new opportunities3. To craft an experience
http://divergentmba.wordpress.com/2011/04/02/design-fundamentals-tools-and-techniques-to-foster-innovation/
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Design Matters
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Design Matters
$1M$1M
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Design Matters
10 companies
Investment criteria:
1. A demonstrated care in the design of their products and web site
2. A history of innovation3. They inspire loyalty in their customer base4. Doing business with them is a positive experience
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Why Design Is So Challenging
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Why Designers Fail
http://www.scottberkun.com/blog/2008/why-designers-fail-the-report/
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The Main Challenges Are Organizational
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“In many organizations, design is not seen as a critical thinking skill, it is thought of as a process for execution once the hard decisions are made.”
- Designer
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Some Companies Have Bypassed This Dysfunction
And Utilized Design to Achieve A Competitive
Advantage
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What’s Different About Design-Centric Companies
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Attributes
〉Process〉Culture〉People〉Leadership
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Design Success Factors
〉Process• Prototyping• Exposure Hours
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Design Success Factors
〉CultureBAD GOOD
Consensus-driven Autonomy
Design by committee Test & learn
Failure avoidance Error recovery
HiPPO Accountable managers
Quant-focused Vision>Qual>Quant
“The best ideas come from the collaborative efforts of small, closely-knit project teams and an environment unlimited by adversity to risk.”- Burt Rutan
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Design Success Factors
〉People• N Factor
I
E
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T
F
P
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Design Success Factors
〉Design/UX Team Structure• Strong, visionary executive• Holistic purview• Empowered to steamroll• Quota
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Design Success Factors
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The Right Approach?
〉Process
〉Leadership
〉People
〉Culture
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Design Matters
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Design Is Too Important to Leave to Designers
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Thank You
“Design is not a single activity; it is an organic collection of interconnected practices that create value.”
- Tom Wujeck
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Design Thinking
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“a virtual prototype of tomorrow, of a real human future in which tribe-like groups will engage in combat over declining natural resources, build temporary alliances based on the basis of mutual self-interest, and seek a set of values that transcend the need for war.” – Sociologist William Sims Bainbridge from his book “The Warcraft Civilization: Social Science in a Virtual World
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Home Page As CEO Personality Test