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The Age of Strategic Design

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In the digital age, good design doesn’t just result in products, it results in new relationships.

What does it really mean to be “digital”? How do non-software organisations thrive in today’s disruptive landscape? What are the key components that make for a digital transformation?

In his keynote, Alvaro introduces the necessary components for today's organisations to thrive through Strategic Design and Experience Strategy.

Publié dans : Design
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The Age of Strategic Design

  1. 1. Method The Age of Strategic Design
  2. 2. Strategic Design Lab Method there’s no longer business as usual
  3. 3. Strategic Design Lab Method
  4. 4. Strategic Design Lab Method
  5. 5. Strategic Design Lab Method
  6. 6. Strategic Design Lab Method What does it really mean to be digital? How do non-software organisations thrive in today’s disruptive landscape? What are the necessary components
 of any digital transformation?
  7. 7. Strategic Design Lab Method being digital is primarily a mindset
  8. 8. Strategic Design Lab Method
  9. 9. Strategic Design Lab Method In the digital age good design doesn’t just result in good products; it results in new relationships
  10. 10. Strategic Design Lab Method being digital is not really about invention
  11. 11. “Dick Tracy two-way watch” 1946
  12. 12. “2001: A space Odyssey” 1968
  13. 13. “Back to the Future II” 1989
  14. 14. “Minority Report” 2002
  15. 15. 23Oculus VR 2012 “Back to the Future II” 1989 6IBM Watson 2008 “Minority Report” 2002 51Apple Watch 2015 “Dick Tracy two-way watch” 1946 43Apple Siri 2011 “2001: A space Odyssey” 1968
  16. 16. Strategic Design Lab Method Model by Bill Buxton, 2008 The long nose of innovation Radar Apple iPhone
 $599 2007 IBM/Bellsouth Simon Communicator $1099 1993 HP Series 100/150 PC $2795 1983 CERN SPS Capacitative Touchscreen 1972 Discovery & Invention Refinement & Augmentation Traction & Productisation $1B Idea
  17. 17. Strategic Design Lab Method being digital is about being on time
  18. 18. Strategic Design Lab Method
  19. 19. Strategic Design Lab Method A competitor emergesTechnology Growth stages of the market
  20. 20. Strategic Design Lab Method Technology Features Growth stages of the market There’s no more features customers care about
  21. 21. Strategic Design Lab Method Technology Features Experience Growth stages of the market Products are part of a much larger experience
  22. 22. Strategic Design Lab Method Technology Features Experience Commodity Growth stages of the market
  23. 23. Strategic Design Lab Method Technology Features Experience Commodity Unrecognised Design is not important 1 Interested Design is acknowledged but receives little funding 2 Invested Design is important and initial programs emerge 3 Committed Design is critical and execs are actively involved 4 Engaged Design is one of the core tenets of the strategy 5 Embedded Design is in the DNA
 of the organisation 6 Design maturity stages of organisations Design as strategyDesign as styling Design as processUnclear purpose Growth stages of the market
  24. 24. Strategic Design Lab Method
  25. 25. Strategic Design Lab Method 1900 Age of Manufacturing Ford
 Boeing GE RCA Assembly lines 1960 Age of Distribution Wal-Mart
 Toyota
 P&G UPS Supply chains 1990 Age of Information Amazon Google
 Comcast Capital One Automation 2010 Age of Strategic Design Estonia e-Citizenship
 Singapore Smart City
 Echo + Alexa Tencent + WeChat Engagement
  26. 26. Strategic Design Lab Method What today seems normal yesterday was extraordinary
  27. 27. Strategic Design Lab Method So what is tomorrow’s ordinary, and how can you prepare for it?
  28. 28. Strategic Design Lab Method The modern city is becoming
 a pointer system, the new URL, for tomorrow’s hybrid digital– physical environment. Cities rely on data to function and to be sustainable sentient networks alleviate pressure on supply and distribution chains CITIES SMARTEN UP AND BECOME FOUR (FIVE?) DIMENSIONAL Method
  29. 29. Strategic Design Lab Method Voice recognition technology is nearly reaching its tipping point. However, the spoken word is only a start. Computer vision can pick up non-verbals and gesturing to complete human communication. SPACES AWAKEN AND BEGIN TO SENSE, LISTEN AND OBSERVE Method
  30. 30. Strategic Design Lab Method Computers are dissolving in three directions—into the cloud, into the environment, and into our bodies— but as they do so they are reducing altogether what we would call “interfaces” becoming calmer and less attention hungry; making itself heard and seen only when and where it matters EXPERIENCES ARE LESS ABOUT PIXELS, AND MORE ABOUT VALUE Method
  31. 31. Strategic Design Lab Method We believe that in many mature and densely populated markets and geographies the concept of ownership is undergoing a massive change. The access and real-time economy is becoming the norm. A NEW & REDEFINED CONCEPT OF OWNERSHIP EMERGES Method
  32. 32. Strategic Design Lab Method Alipay or WeChat Wallet are just two commonplace examples of daily payments and transactions in China. With new players and regulation obtaining licenses to provide financial services, where’s the frontier for digital retail banking? TRANSACTIONS PROGRESSIVELY ENTER USERS’ ECOSYSTEM Method
  33. 33. Strategic Design Lab Method We continue to add a rich layer of emotion to our identities. We don’t control who, when or how data is acquired, and as result the traditional opt-in/out model starts to lose relevance for commerce DATA GENERATION & COLLECTION IS NO LONGER BOUND TO DEVICE OWNERS Method *FindFace App
  34. 34. Strategic Design Lab Method “Project Voco” promises to generate new speech capability by generating words using some minutes of a speaker’s recorded voice; that is, using a human voice to say something the speaker never said almost in real time. IDENTITY BEGINS TO BE MANAGED AND SECURED AS IT CLASHES WITH DIGITAL PERSONA Method *Adobe’s Project VoCo
  35. 35. Strategic Design Lab Method Tim Cannon has the first “Human Body API” while Verily (former Google Life Sciences) is developing a set of contact lenses to monitor and track diabetes while adding a layer of augmented reality to the users’ sight. BIG DATA SETS & API’S ENABLE THE MACHINE IN THE MAN Method
  36. 36. Method United Rentals Proposal April 2016 becoming digital
  37. 37. Strategic Design Lab Method key aspects of digital transformation organisational
 alignment experience strategy unique
 platforms efficiency
  38. 38. solve real problems and help people with what they actually need
  39. 39. identify your unique focus and don’t get distracted
  40. 40. hone in on your purpose and stick to it
  41. 41. dramatically simplify your toolkit (aka “back of house”)
  42. 42. develop, train and adopt a healthy mentality
  43. 43. Strategic Design Lab Method Design Thinking Identify right opportunity Observe & Synthesise Envision relevant solution Create alignment & buy-in Lean UX & Startup Slice & Build Prototype & Test Measure & Learn Pivot or Persevere Continuous Delivery Value-based roadmaps Agile / Scrumm models Sprint 0 & N++ & Demos Iterate or Scale
  44. 44. Strategic Design Lab Method there’s no longer business as usual
  45. 45. Strategic Design Lab Method A design–led accelerator for innovation strategy that brings together expertise in management consulting, service design, customer experience and digital solutions. Strategic Design Lab Strategic Design Lab Method
  46. 46. Method Let’s chat! alvaro@method.com @mrmarquez

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