Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
design as a competitive
advantage for companies
@nictinworth
I am a designer
web, interactive, interaction, UX, service, digital, etc...
design is a process
(loosely speaking)
When I’m being creative
I can get stuck on tangents
This is awesome
This is awesome
This is tricky
This is awesome
This is tricky
THIS IS SHIT
This is awesome
This is tricky
THIS IS SHIT
I am shit
This is awesome
This is tricky
THIS IS SHIT
I am shit
This might be ok
This is awesome
This is tricky
THIS IS SHIT
I am shit
This might be ok
This is awesome
I used to be agency
boutique and with a digital focus
group art directing was serious business
now I’m corporate
halp
me, halfway through a four hour meeting
why?
agency was my comfort zone
we were just a ‘service provider’
wanted to affect change from inside out
the in-house fun...
design isn’t just about
how it works or looks
it’s about how well it solves a problem
ilse crawford
“design is not just a visual thing. It’s a thought
process. It’s a skill. Ultimately, design is a tool
to en...
john maeda
“design isn’t just about beauty; it’s about
market relevance and meaningful results.”
superficial aesthetics
problem-solving &
experience-shaping
design is cool now?
we don’t need to champion our craft anymore!
design finally has a
seat at the table!
ge moved their hq to boston
and of the 800 employees moving, over 600 were digital,
designers or developers.
corporate shifts
engineering driven
design driven
product-centric
customer-centric
marketing focused
UX focused
global consultancies are
buying up agencies
and reshaping the agency model as they do it
why?
‘design thinking’ enters the conscious of big business
design thinking
human-centered approach to innovation that demands empathy
empathy
understanding the true customer needs
aligning them with the business needs
collaboration
to bring functions and perspectives closer together
iteration
to validate, and better understand and embrace the market
focus
on people, processes and environments to encourage creativity
scaleable culture
invites disruptive innovation over incremental innovation
companies fail
because they lack the right innovation cultures
innovation =
execution x creativity
rigid processes
risk avoidance
complacency
legacy frameworks
x
x
x
x
1920‘s ford model t
(any colour, as long as it’s black)
one standard colour
reduced complexity
sped up assembly line
cost effective
gm oakland model
dupont introduce a new automotive paint
variety of colours
quick drying & durable
applied to mass production
wider variety of looks and styles
1921
ford had a 60% share of the market
1927
ford had a 10% share of the market
model t was scrapped
gm saw that the form of its cars mattered too
x
design is a competitive
advantage
capture customer desire
speed up production
fatten margins
reduce costs
need proof?
the design value
index study shows
10 year returns
yielding 2x that of
the S&P 500 (+220%)
corporate design trends
UXD dominates growth of
the design profession
the need for usable and meaningful digital interface and
interaction design ...
“Years ago we would never
have thought that P&G’s
design function would
include interaction designers.
But I can see much ...
investments in design
transform BAU
the integrative thinking, creative and empathy-based
skills that designers bring are i...
announced in 2013 they would spend US$100
million over five years to support staffing,
programs and facilities to put desi...
design maturity doesn’t
mean more designers
design transformation doesn’t happen overnight
design maturity, sabine junging...
‘get design done’
freelancer?
design agency?
comms agency?
‘UX team of one’
maybe sits in marketing
maybe sits in dev
maybe even TWO designers!
collaboration begins...
‘a seat at the table’
design director or CDO position created
design comes from the UX team
+ service designers
+ business...
‘design is BAU’
design has become a completely
integrated part of the operation instead
of just another discipline.
design thinking is core
to innovation
it’s still a buzzword,
but it’s not a fad
it starts with strong
design leadership
there is no more critical role for any company to
develop, large or small, than de...
be an agent
of change
be stubborn, stick to your convictions
and don’t be discouraged
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Design as a Competitive Advantage for Business
Prochain SlideShare
Chargement dans…5
×

Design as a Competitive Advantage for Business

523 vues

Publié le

Thanks to popular business publications like Harvard Business Review and Fortune, 'design' has become a hot new trend. Along with serious design agency acquisitions by some of the biggest global consultancies and institutions (Accenture + Fjord / McKinsey + Lunar / Capital One + Adaptive Path / etc) design finally has a seat at the table as companies big and small are starting to see the benefits it can bring to their bottom line.

While some struggle to integrate newly formed design departments and practitioners into a staid and stoic culture that doesn't truly understand the process of good design, others have realised that it requires understanding, effort and a willingness to commit to change.

Publié dans : Design
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Design as a Competitive Advantage for Business

  1. 1. design as a competitive advantage for companies @nictinworth
  2. 2. I am a designer web, interactive, interaction, UX, service, digital, etc...
  3. 3. design is a process (loosely speaking)
  4. 4. When I’m being creative I can get stuck on tangents
  5. 5. This is awesome
  6. 6. This is awesome This is tricky
  7. 7. This is awesome This is tricky THIS IS SHIT
  8. 8. This is awesome This is tricky THIS IS SHIT I am shit
  9. 9. This is awesome This is tricky THIS IS SHIT I am shit This might be ok
  10. 10. This is awesome This is tricky THIS IS SHIT I am shit This might be ok This is awesome
  11. 11. I used to be agency boutique and with a digital focus
  12. 12. group art directing was serious business
  13. 13. now I’m corporate halp
  14. 14. me, halfway through a four hour meeting
  15. 15. why? agency was my comfort zone we were just a ‘service provider’ wanted to affect change from inside out the in-house function and need has grown experience and design have finally become a priority
  16. 16. design isn’t just about how it works or looks it’s about how well it solves a problem
  17. 17. ilse crawford “design is not just a visual thing. It’s a thought process. It’s a skill. Ultimately, design is a tool to enhance our humanity. It’s a frame for life.”
  18. 18. john maeda “design isn’t just about beauty; it’s about market relevance and meaningful results.”
  19. 19. superficial aesthetics problem-solving & experience-shaping
  20. 20. design is cool now? we don’t need to champion our craft anymore!
  21. 21. design finally has a seat at the table!
  22. 22. ge moved their hq to boston and of the 800 employees moving, over 600 were digital, designers or developers.
  23. 23. corporate shifts engineering driven design driven product-centric customer-centric marketing focused UX focused
  24. 24. global consultancies are buying up agencies and reshaping the agency model as they do it
  25. 25. why?
  26. 26. ‘design thinking’ enters the conscious of big business
  27. 27. design thinking human-centered approach to innovation that demands empathy
  28. 28. empathy understanding the true customer needs aligning them with the business needs
  29. 29. collaboration to bring functions and perspectives closer together
  30. 30. iteration to validate, and better understand and embrace the market
  31. 31. focus on people, processes and environments to encourage creativity
  32. 32. scaleable culture invites disruptive innovation over incremental innovation
  33. 33. companies fail because they lack the right innovation cultures
  34. 34. innovation = execution x creativity rigid processes risk avoidance complacency legacy frameworks x x x x
  35. 35. 1920‘s ford model t (any colour, as long as it’s black)
  36. 36. one standard colour reduced complexity sped up assembly line cost effective
  37. 37. gm oakland model dupont introduce a new automotive paint
  38. 38. variety of colours quick drying & durable applied to mass production wider variety of looks and styles
  39. 39. 1921 ford had a 60% share of the market 1927 ford had a 10% share of the market
  40. 40. model t was scrapped gm saw that the form of its cars mattered too x
  41. 41. design is a competitive advantage capture customer desire speed up production fatten margins reduce costs
  42. 42. need proof?
  43. 43. the design value index study shows 10 year returns yielding 2x that of the S&P 500 (+220%)
  44. 44. corporate design trends
  45. 45. UXD dominates growth of the design profession the need for usable and meaningful digital interface and interaction design has put companies head to head with each other in attracting talented digital designers.
  46. 46. “Years ago we would never have thought that P&G’s design function would include interaction designers. But I can see much more opportunity to include this discipline in much of our future work.” P.J. Mason, Design Director, Oral B
  47. 47. investments in design transform BAU the integrative thinking, creative and empathy-based skills that designers bring are increasingly sought after for cracking new markets as well as providing a competitive advantage in customer experience.
  48. 48. announced in 2013 they would spend US$100 million over five years to support staffing, programs and facilities to put design into the founding vision of a re-imagined IBM. now has one of the largest global design teams
  49. 49. design maturity doesn’t mean more designers design transformation doesn’t happen overnight design maturity, sabine junginger, 2009
  50. 50. ‘get design done’ freelancer? design agency? comms agency?
  51. 51. ‘UX team of one’ maybe sits in marketing maybe sits in dev maybe even TWO designers! collaboration begins...
  52. 52. ‘a seat at the table’ design director or CDO position created design comes from the UX team + service designers + business designers HCD is at the core of the business
  53. 53. ‘design is BAU’ design has become a completely integrated part of the operation instead of just another discipline.
  54. 54. design thinking is core to innovation
  55. 55. it’s still a buzzword, but it’s not a fad
  56. 56. it starts with strong design leadership there is no more critical role for any company to develop, large or small, than design leadership.
  57. 57. be an agent of change be stubborn, stick to your convictions and don’t be discouraged

×