design as a competitive advantage for companies

@nictinworth

I am a designerweb, interactive, interaction, UX, service, digital, etc...

design is a process(loosely speaking)

When I’m being creativeI can get stuck on tangents

This is awesome

This is awesomeThis is tricky

This is awesomeThis is trickyTHIS IS SHIT

This is awesomeThis is trickyTHIS IS SHITI am shit

This is awesomeThis is trickyTHIS IS SHITI am shitThis might be ok

This is awesomeThis is trickyTHIS IS SHITI am shitThis might be okThis is awesome

I used to be agencyboutique and with a digital focus

group art directing was serious business

now I’m corporatehalp

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 function and need has grownexperience and design have finally become a priority

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 enhance our humanity. It’s a frame for life.”

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 bostonand 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 agenciesand reshaping the agency model as they do it

why?

‘design thinking’ enters the conscious of big business

design thinkinghuman-centered approach to innovation that demands empathy

empathyunderstanding the true customer needsaligning them with the business needs

collaborationto bring functions and perspectives closer together

iterationto validate, and better understand and embrace the market

focuson people, processes and environments to encourage creativity

scaleable cultureinvites disruptive innovation over incremental innovation

companies failbecause they lack the right innovation cultures

innovation = execution x creativity

rigid processesrisk avoidancecomplacency

legacy frameworks

xxx

x

1920‘s ford model t(any colour, as long as it’s black)

one standard colourreduced complexity

sped up assembly linecost effective

gm oakland modeldupont introduce a new automotive paint

variety of coloursquick drying & durable

applied to mass productionwider variety of looks and styles

1921ford had a 60% share of the market

1927ford had a 10% share of the market

model t was scrappedgm saw that the form of its cars mattered too

x

design is a competitive advantagecapture customer desire

speed up productionfatten marginsreduce 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 has put companies head to head

with each other in attracting talented digital designers.

“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

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.

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

design maturity doesn’t mean more designers

design transformation doesn’t happen overnight

design maturity, sabine junginger, 2009

‘get design done’freelancer?design agency?comms agency?

‘UX team of one’maybe sits in marketingmaybe sits in devmaybe even TWO designers!collaboration begins...

‘a seat at the table’design director or CDO position createddesign comes from the UX team+ service designers+ business designersHCD is at the core of the 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 design leadership.

be an agent of change

be stubborn, stick to your convictions and don’t be discouraged