the role of design in business
TRANSCRIPT
Hello!
My name is Jake Wells. UX Designer Former Co-founder Email Twitter
EPAM Empathy Lab ElectNext
[email protected] @wells_jake
The Role of Design in Business
“We are on the cusp of a design revolution in business, and as a result, business people
don’t just need to understand designers better – they need to become designers.”
- Roger Martin - Dean, Rotman School of Management
What you’re in for tonight…
Design Principles!20th vs 21st Century !
Design Process!Approach & TechniqueDesign Process!Approach & Technique
Examples!Startups, Corporations,!& Agencies
New Professional Roles!Rise of the DEO
Hybrid Degree Programs!The Design MBA
20th Century design…
image
functionality
technology
usability
interfaceinterface
trend
identity
interfacemarketing interfacewow factor
status interfaceimmediacy
scalability single solution
20th Century design…
image
functionality
technology
usability
interfaceinterface
trend
identity
interfacemarketing interfacewow factor
SURFACE LEVEL PRINCIPLES
status interfaceimmediacy
scalability single solution
20th Century design…
21st Century design…
image
functionality
technology
usability
interfaceinterface
trend
identity
interfacemarketing interfacewow factor
scalability
SURFACE LEVEL PRINCIPLES
status interfaceimmediacy
single solution
cognitive science
accessibility
adaptability
interfaceethnography
human behavior
interfaceautonomy
human behavior social innovation
ethics
integration
holistic
systems
20th Century design…
21st Century design…
image
functionality
technology
usability
interfaceinterface
trend
identity
interfacemarketing interfacewow factor
SURFACE LEVEL PRINCIPLES
HUMAN CENTERED PRINCIPLES
status interfaceimmediacy
cognitive science
accessibility
adaptability
interfaceethnography
human behavior
interfaceautonomy
human behavior social innovation
ethics
integration
scalability single solution
systems
holistic
20th Century design…
Usability & Functionality
Status & Immediacy
Interface & Technology
Image & Trend
On the surface, what do people want?
21st Century design…
Needs, Pain Points, and Struggles
Hidden Anxieties
Inner Motivations
What do we find if we look below the surface?
Observable Behaviors
Understanding need creates valuable insights…
need long term business strategy
revolutionary, life-changing innovation
timeless, accessible design
happy customers, users, & employees
meaningful engagement1
2
3
4
5
Understanding Human Needs
Approach & Process
“While it is less understood than scientific thinking, design thinking has characteristics of
great value to teams dealing with complex, ill-formed problems.” - Charles Owen - Institute of Design, IIT
What is exactly is design thinking?
Design Thinking evolved from several different (collaborative) design process methods, developed to extend design to other areas of practice.
Participatory Design!Herbert Simon!Horst Rittel !
1960’s 1980’s 1990’s 2000’s 2010’s
Design Science Cognitive Reflections Process Methods Mindset
User Centered Design!Bryan Lawson!Nigel Cross!Donald Schon!Donald Norman!
Meta-Design!Richard Buchanan!William Rouse!Ezio Manzini!!
Service Design!Human Centered Design!Lucy Kimbell!Tim Brown!Roger Martin!
Now
Design is a process…
Understand Explore Develop
Learn
Prototype
BrainstormResearch Final
ConceptsDivergent Thinking
Convergent Thinking
Design Process + Business Strategy
LearnPrototype
BrainstormResearch Final
Concepts
Multiple Solutions Simultaneously Tested To arrive at an informed and valuable solution that saves
money and time in the long run.
Understand Explore Develop
Businesses Leveraging Design
“Today more than ever, business growth requires an ability to see new possibilities, and seeing new possibilities requires new ways of
looking at the world.” - Sarah Rottenberg & Isabel O’Meara
New Professional Roles
“Leaders who understand the transformative power of design and embrace its traits and tenets can command in
times of change. We call these leaders DEOs—Design Executive Officers—and they are our new heroes.”
- Maria Guidice - Author, Rise of the DEO
Chief Innovation Officer
Since the dot-com era of the 1990s the rate and scale of disruption brought about by innovation has massively accelerated, crushing the average length of time a company remained on the S&P 500s - stock index from 57 years in the 1950s to 18 by 2008.
AMD
Owens Corning
Johnson & Johnson
Citigroup
interfaceCoca Cola interfaceDuPont
Humana
Rise of the DEO
“We are on the cusp of a design revolution in business, and as a result, business people
don’t just need to understand designers better – they need to become designers.”!
- Roger Martin - Dean, Rotman School of Management
New Educational Programs
“Too often, companies and individuals assume that creativity and innovation are the domain of the “creative types.” But two of the leading experts in innovation, design, and creativity on the planet show us that each and every one of us is creative.”
- David Kelley - Founder, IDEO
In Philadelphia alone…
Master of Social Innovation @ University of the Arts
Strategic Design MBA @ Philadelphia University
Integrated Product Design @ University of Pennsylvania
In Philadelphia alone…
Master of Social Innovation @ University of the Arts
Strategic Design MBA @ Philadelphia University
Integrated Product Design @ University of Pennsylvania
Other Programs…
Business Design @ Rotman School of Management
d School @ Institute of Design at Stanford
Design/MBA @ IIT Institute of Design
In Summary
“Taking a human-centered approach to market segmentation can help organizations
identify new opportunities for growth” - Johannes Seemann - Rotman on Design
Summary…
Design and Business personalities are merging1
20th Century design was about surface level principles2
Summary…
Design and Business personalities are merging1
20th Century design was about surface level principles2
21st Century design is about human centered principles3
Solid…
Solid…
Solid…
Design and Business personalities are merging1
20th Century design was about surface level principles2
21st Century design is about human centered principles3
Ethnography & behavioral science helps us understand motives4
Summary…
20th Century design
Summary…
Design and Business personalities are merging1
20th Century design was about surface level principles2
21st Century design is about human centered principles3
Ethnography & behavioral science helps us understand motives4
A balance of human need and want = optimum business value 5
Design and Business personalities are merging1
20th Century design was about surface level principles2
21st Century design is about human centered principles3
Ethnography & behavioral science helps us understand motives4
A balance of human need and want = optimum business value 5
Design Thinking isn’t new, it’s actually been around for a long time6
Summary…
Design and Business personalities are merging1
20th Century design was about surface level principles2
21st Century design is about human centered principles3
Ethnography & behavioral science helps us understand motives4
A balance of human need and want = optimum business value 5
Design Thinking isn’t new, it’s actually been around for a long time6
It’s hard, but anyone can learn and leverage a design process7
Summary…
Design and Business personalities are merging1
20th Century design was about surface level principles2
21st Century design is about human centered principles3
Ethnography & behavioral science helps us understand motives4
A balance of human need and want = optimum business value 5
Design Thinking isn’t new, it’s actually been around for a long time6
It’s hard, but anyone can learn and leverage a design process7
A new wave of leaders is coming, and trends in jobs/ed prove it8
Summary…
Thank You
Let’s chat!UX Designer Former Co-founder Email Twitter
EPAM Empathy Lab ElectNext
[email protected] @wells_jake