Presentation given at August 2015's Ignition, the Decision Lens' internal speaking event. A look at the value of design inside enterprise applications, specifically here at Decision Lens.

1. THE VA LUE OF DESIGN

2. BY THE NUMBERS

3. Design-driven companies in the last 10 years outperformed S&P 500 by
228%
Source: DMI.org’s Design Value Index, 2014

4. 2005-2010 2010-2015
Acquisitions of designer co-founded startups increasing heavily
27
5
Source: Design in Tech Report 2015 (KPCB & John Maeda)

5. Total raised by top 5 designer co-founded startups
$2,750,000,000+
Source: Design in Tech Report 2015 (KPCB & John Maeda)

6. Creative firms acquired
by tech companies
since 2010
13 6VC firms who added
designers to teams for first
time in the last year
Source: Design in Tech Report 2015 (KPCB & John Maeda)

7. Old ratio of designers to
engineers
1:15
1:4
New ratio of designers to
engineers
Source: Internet Trends 2015 (KPCB & Mary Meeker)

8. Apple is the most successful company of all
time, in any industry. Nearly 2x market value
of second most valuable company.
Design is a key component to their success. One of
the only companies to have a designer in the C-suite.
Source: Fortune Magazine

9. WHAT D OES “DESI GN-DRIV EN” MEAN?

10. “Being design-driven means treating design as a partner
(and a leader) in the product creation process.”
– Cap Watkins
VP Design Buzzfeed
Formerly Etsy, Amazon

11. Start with design, rather than just end with it. Design
is not something sprayed on at the end of a process.
Design is an investment.

12. “To achieve great design, you need great business thinking/
doing – to effectively invest in design – and you need great
engineering – to achieve unflagging performance.”
– John Maeda
Design Partner, KPCB
Former President, RISD

13. APPL ICAT IONS TO DECISION LENS

15. Enterprise apps historically do a terrible job with design. There is
a huge opportunity for us to capitalize.
However, competition is heating up as others realize the increase
in perceived value provided by quality design processes.

21. WHAT ARE WE DOING ABOUT IT?

22. • Design not confined to development. We’re adding new
designer in 2015 dedicated to non-product tasks.
• Increasing awareness. Design briefing now core
element of new employee on-boarding.
• Zendesk portal being successfully used for design
needs. Over 30 projects submitted in last three months.

23. KEY TAK EAWAYS

24. Recognize the importance of design in
everything our customers experience. Design
is more than our logo and how our app looks.

25. Continue to raise our personal & company
standards. If Apple made PPM software, how
would what you’re working on compare?

26. Involve the design team at the beginning of
each new process. Leverage our corporate Style
Guide, document templates, and Zendesk.

27. Q&A