Artist Create Value

Solving business problems with A&D Chris Finlay | 10.29.2008

In 1969 at his Paris exhibition "Qu'est-ca que le Design?" (What is Design?) Charles Eames was asked, "What are the boundaries of design?” Eames replied, "What are the boundaries of the problem?”

Desire to create value Commitment Courage Empathy Plenty in the face of scarcity Willingness to forgo income I Designers

“ To the extent that I am smart, I am smart because other smart people shared with me what they knew. The way I pay them back is sharing what I know. This is the underpinning of academic life: the community of scholars. - Bill Buxton Chief Scientist Xerox PARC

Christopher Finlay / Associates

Experience Design in fancy terms is a … human centered innovation process

Experience Design put simply is… designing products and services that are right for people and right for businesses by: 1) Understanding peoples needs 2) Understanding how products and services fit into peoples lives 3) Understanding business objectives

Some companies I have worked with include:

Introducing an unfamiliar process can be hard sometimes

but understanding that the difference in process is critical when innovating… Marketing > Production > User research (What has been made) (What can be made) (What should be made) Market research Engineering Marketing > Production > Experience Design approach Traditional approach

Expectation +/- Experience = Brand value because Experience Design helps us improve brand value.

In other words marketing sets expectations… and design delivers on them.

There is lots of talk about design and innovation

but, saying you want to innovate… is like trying to fall asleep by talking about it.

or go into a room and figure something out…

but life is too complex to rely on the lone genius to design for everyone.

and without the right perspective design creates value only for one party

but sometimes everyone can win

but sometimes everyone can win “ We can make banking faster and more convenient for our customers while reducing our costs.” - Charlie Scharf, CEO of Retail Financial Services at Chase v • Reduces teller labor • Eliminates empty envelope deposits • Digitally recognizes fraudulent checks • Enables same day credit for deposits

The task of innovation is hard because of the dissimilar challenges companies face Exploit Explore Creativity Systems thinking Empathy Flexibility Generalist Courage Process Management Efficiency Rigidity Specialist Control $? $

DMD Experience Design can help you explore and innovate > > Production Marketing Ideation

by helping you understand the complexity of peoples lives Budget Sales people Trends Client Samples Design Furniture

and helping to reveal what people can’t say. Explicit Tacit Latent Ask Observe Make

DMD xd utilizes the tools of business, design and social science… Business Social Science Design Innovation

Opportunities to engage User research Unmet needs Design criteria What to make to frame research and inform a variety of important decisions Decision making criteria Customer values Models of interaction Trends Problem framing Better product offering Marketing Design Business

in order to help you create innovative solutions and get your unfair share. Business strategy Design Strategy Product design Web design Marketing timing Service design Marketing materials Showroom experience Sample books Production Marketing Ideation Product delivery Service delivery > >

4 business principles artists and designers need to know 1) Design creates options and business captures the value of those options 2) Businesses exist to create things people value 3) Value = Benefits - Cost 4) Business’ structure mandates highest and fastest return on investment (ROI)

ROI: a chain of logic that supports creating economic value the fastest. It is a way of logically deciding what to do next. Based on a lot of assumptions that seem quantified but are assumptions. Business is hoping to quantify risk v. return to make a decision. About ROI – Return On Investment

Its hard for accountants to value art, design and research Jeremy Alexis, IIT Accountants recognize value creation here Accounting does not do well here Accounting does well here Ship and invoice Generate product idea Conduct R&D on product concept Begin tooling / production Begin taking orders from customers Prototype & test

Valuing Art and Design Engineering $$$ Known problem Innovation Design ----->$$$? Discovery Fine Art --------------------> $$$? Investigation

Art is often destroying value because it is economically un-valuable even though we know that the perspective art brings is invaluable. i.e. (-)ROI So how do we make the case for art? Art and design are irrational (?)

Innovation Gap Time Organizational Knowledge Innovation Gap Knowledge of how to make things Knowledge of peoples lives

Modern problems are dilemmas Which are more like mysteries… than puzzles.

“… the antennae of society.” - Michel Blondeau Eccentric Arts “ Artists are…

“ The future is already here, it's just not evenly distributed.” - William Gibson, science fiction author, Economist, December 4, 2003 We find the future faster but don’t know how to talk about it.

How do we share the abstraction of experience?

Design thinking The critical process of design 1) Ideation 2) Research 3) Analysis 4) Synthesis 5) Prototype 6) Test 7) Evaluate 8) Produce 9) Launch

And we share them through abstractions and metaphors: Tod Machover MIT http://www.ted.com/index.php/talks/tod_machover_and_dan_ellsey_play_new_music.html

Which helps us to understand complex relationships and assumptions “ Fountain”

Which are reflected at the edge of communities

That are rapidly changing and growing If YouTube were a country it would be the 8th largest in the word. Myspace has over 230,000 people sign up every day. There are more text messages sent everyday than there are people. From Shift Happens, X Plane

Understanding takes inspiration Jonathan Harris http://number27.org/

and care to value an experience

http://users.design.ucla.edu/~akoblin/work/faa/index.html

Science and technology have caught up with our imagination. Its up to us to show businesses how to use science and technology to make the best things come to life. Taming the new

Desire to create value Commitment Courage Empathy Plenty in the face of scarcity I Designers

Chris Finlay [email_address] (917)860-4082

Artist Create Value

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