What Business Leaders Need to Know About Investing in Design
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...can't be learned in an hour! But here are some key lessons about the ROI of design, and how to invest and leverage it in your organization.
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What Business Leaders Need to Know About Investing in Design
- 1. Hello. What Business Leaders Need to Know About Design Audrey Crane, 22 April 2020 1
- 2. DesignMap Who I am 2 Audrey Crane
- 3. DesignMap Who we are 3 DesignMap Partners Chuck Moore Design Practice Gregory Baker New Business Audrey Crane Strategic Partnerships Nathan Kendrick Growth
- 4. DesignMap Who we are We are DesignMap. We discover, unlock and shape the hidden power of digital products and platforms for the world’s most ambitious enterprises. 4
- 8. Opportunity I’ll call out opportunities and things that trip people up throughout this talk.
- 10. Investing in Design According to the Experts 10 DesignMap
- 11. 2005 2015 S&P 500 DVI Design-Centric Companies Significantly Outperformed the S&P 500 (~211%) 211% dmi: Design Value Index Study 2015
- 12. 2017 Companies with top-quartile McKinsey Design Index Scores Outperformed industry- benchmark growth by as much as two to one. McKinsey: The Business Value of Design 2018 Revenues Total returns to shareholders 10% 3-6% 21% 12-16% 2012
- 13. 301% ROI in design investment over 3 years according to a Forrester study of IBM’s design investment Forrester: The Total Economic Impact™ Of IBM’s Design Thinking Practice 2018 $48M $12M
- 14. 2005 301% ROI in design investment over 3 years according to a Forrester study of IBM’s design investment Forrester: The Total Economic Impact™ Of IBM’s Design Thinking Practice 2018 $48M $12M
- 15. 2005 301% ROI in design investment over 3 years according to a Forrester study of IBM’s design investment Forrester: The Total Economic Impact™ Of IBM’s Design Thinking Practice 2018 $48M $12M 10%
- 16. 2005 301% ROI in design investment over 3 years according to a Forrester study of IBM’s design investment Forrester: The Total Economic Impact™ Of IBM’s Design Thinking Practice 2018 $48M $12M 2%
- 17. Companies at the highest level of design maturity saw significant impact on revenue, cost savings, and valuation. InVision: The New Design Frontier 2019 Revenue 92% Cost Savings 85% Valuation / share price 52%
- 18. The number of CEOs who mentioned user experience as a key differentiator in analyst calls and all-hands rose from 52% last year to 70% this year. UserZoom: The State of UX in the Enterprise 52% 2018 70% 2019
- 19. DesignMap Investing in Design Design… makes employees more efficient and productive, which puts products in the market quicker that are more innovative and drives higher customer lifetime value, improving the company’s market share and position and, ultimately, leading to growth. 19
- 20. Opportunity View and expect your Designers to be capable of making a specific, meaningful and significant contribution to your company’s success. (We’ve hired a lot of Designers because they’re tired of fighting to be valued.)
- 21. Investing in Design Hiring Designers 21 DesignMap
- 25. DesignMap Internal Hires: No Unicorns • Designing OR Coding • Marketing OR Product • Interaction Design OR Visual Design 25 …Probably
- 26. DesignMap Internal Hires: Interviewing 26 • Does their work look great? • How do they think? • What else are they interested in? • How do they take criticism?
- 27. Opportunity Always provide feedback on a candidate’s portfolio in the interview. (You will be having these kinds of conversations every day with this person if you hire them. Make sure they’re conversations you will enjoy.)
- 29. DesignMap Partners While Hiring • start now • help with hiring • demonstrate you’re invested • internal steward 29
- 30. DesignMap Partners: Interviewing • work in progress • measuring success • ending • what don’t you do? 30
- 31. Opportunity Provide a cohort for your Designers – even if they’re the sole Designer on a team, they should have peers and mentors to turn to. (We’ve also hired a lot of Designers because they’re the only one where they work, and they want people to work with and learn from.)
- 33. Learning / Research 33 DesignMap Working Together
- 34. DesignMap34
- 35. Opportunity Learn to wear a different hat when you conduct research. If you are your normal charismatic, charming self, all you’re going to learn is how great you are. (Garbage In > Garbage Out)
- 36. Work Deeply 36 DesignMap Working Together
- 40. DesignMap40 The Five Elements Surface Surface brings everything together visually. What will the finished product look like?
- 42. DesignMap42 Strategy Surface The Five Elements Strategy is where it all begins. What do we want to get out of the product? What do our users want?
- 43. DesignMap43 Strategy Scope Surface The Five Elements Scope transforms strategy into boundaries. What outcomes must the product support? What’s out?
- 44. DesignMap44 Strategy Scope Structure Surface The Five Elements Structure gives shape to scope. How will the pieces of the product fit together and behave?
- 45. DesignMap45 Strategy Scope Structure Skeleton Surface The Five Elements Skeleton makes structure concrete. What components will enable people to use the product?
- 46. DesignMap46 Strategy Scope Structure Skeleton Surface The Five Elements
- 47. DesignMap47 Strategy Scope Structure Skeleton Surface The Five Elements
- 48. Opportunity Use Designers deeply. If you only use them for colors and fonts, you’re only getting a fraction of their value. Designers can only help manage risk if they’re involved. (Also most of them go crazy if they are only involved at a superficial level.)
- 49. DesignMap49 Strategy Scope Structure Skeleton Surface The Five Elements
- 50. Give Good Feedback 50 Working Together DesignMap
- 55. DesignMap55 Strategy Scope Structure Skeleton Surface Who is this for? How does this help them? How is this different?
- 56. DesignMap56 Strategy Scope Structure Skeleton Surface Does this support my brand? Is attention focused appropriately? Is it clear?
- 57. Opportunity Know or ask what kind of input would be most useful, based on where you are in the process.
- 65. Which version do you like? Why did you do it this way?
- 66. How does the user do it today? How would this make it better?
- 67. I need to be sure we address this user goal — can we do anything to make it more clear?
- 68. Opportunity Focus on intent when giving feedback – yours, the businesses, the Designers, and the users. Doing so is the best tool for aligning them!
- 70. DesignMap Design Designers Design. All the Things. 70
- 71. Opportunity Keep your Designers involved throughout the project, so that they can design all the things.
- 72. Three Ideas for Tomorrow 72 DesignMap
- 73. Partner with your design team to score your maturity, and to set a new goal. S&P 500 DVI 211%
- 74. Ask your design team, “Where do you have the most impact? Where do you wish you had more?” Insist on helping.
- 75. Attend a review meeting, and try using only questions, no statements.
- 76. Thank you!