1. Design & Ownership Observations & Research Findings

2. Designers talk about the need for influence within companies, but only in vague terms, and never present a plan for how to get there. This is at odds with what we do as designers No Design for Graphic Design

3. Hypothetical Case Study:Time Warner Cable PROBLEM CHAIN Subscribers switching to competing cable/Netflix/Hulu Here is where the designer should intervene TWC experience too expensive, confusing, limited, buggy Simplify payment plans Here is where the designer typically intervenes Add channels, content Redesign interface

4. Hypothetical Case Study:Time Warner Cable THE IDEAL INTERVENTION MAY INCLUDE Examination of existing product/service Interviews with current & former customers Exploration of potential new features Social interaction? Subscriber rewards? Web interface? (Why can’t subscribers stream over the web??) Mobile interface? How can the remote control be simplified and given new functionality? Wii-like wand capability? How can the on-screen interface be improved? (This is where and only where the traditional graphic designer would intervene)

5. Design v. Design v. Architecture What separates graphic from industrial design and architecture is the degree/importance of utility in design. Products and buildings have functionality at the core of their design Graphic Design has less function to worry about, other than legibility and clarity This leaves style with a lot of attention paid Businesses generally care little about style

6. Design’s Value Designers are most valuable to companies that create The more a company creates, the more need they have for designers Consumer goods and startups need design Law, financial, management firms less so