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Design for business Impact: How design triggers transformation
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Design for business impact: How design triggers transformation Ravi Chhatpar Strategy Director, December 10, 2010
Transcript of Design for business Impact: How design triggers transformation
Design for business impact: How design triggers transformation
Ravi Chhatpar Strategy Director,
December 10, 2010
we are frog
what does it mean for design to have business impact?
design transforms brands
The central problem facing business today is change. Tangibly embodying change – products, services, systems, organizations – is one of the most important things we do.
Tangibility for clarity. Tangibility for testing and validation. Tangibility for communication and inspiration.
1 Design superstars
Design superstars
2
Strategic design
1
innovative insights inspire innovative design.
Design Research acknowledges that people are not masses of statistics and bullet points, and forms the foundation for our process and insights.
People are living, breathing, feeling, adaptable beings. We engage people so we can observe their behavior and allow them to meaningfully convey their motivations.
More process: business strategy, ethnography, cognitive science, psychology, technology
Archive
Solutions
Insights Consumer Trends
Participant Quotes Behavior
Modes Framework
Technology Insights
Experience Timeline
Brand Audit
Opportunity Map Participant
Boards
1 Design superstars
2 3 Innovation
Strategic design
Design: more than just drawing and sketching
Design as a management philosophy to drive innovation
“If I had asked people what they wanted more of, they would have said faster horses.”
- Henry Ford
“It is not enough for a man to know how to ride; he must know how to fall.”
- Old Mexican proverb
Accepting the cost of failure
USE
motivation triggers
awareness exposure
adoption action
endorsement recommend
meaning
The customer story
The organizational story
Embracing the coarse process
Making it: Seeking the conversation with the artifact
From vision to making the design a reality
INSIGHT DESIGN BUILD
then development
teams “build it”
“the planners, strategists
and design researchers
do their thing”
then the designers
“design it”
FAILURE POINTS
INSIGHT DESIGN BUILD
convergence of design
with development
convergence of
insight with design
3rd level of convergence:
prototyping, development, engineering
become a source of ideas directly
impacting the vision and the solutions.
INSIGHT DESIGN BUILD
convergence of design
with development
convergence of
insight with design
design as a management philosophy: interdisciplinary, iterative, experimental, risk-taking, failure-tolerant, error-prone, story-telling
design as a management philosophy drives transformation
the challenge of design that transforms
Commonly heard from our clients…
We already tried that, and it didn’t work. No one is asking
for that.
We need something totally new and di!erent from what
everyone else is doing.
We already solved that problem in the upcoming version.
We already have that feature. You can already do that. We don’t really know what
people actually do after they buy our product.
!"#
Product Development Design, develop and test a new product or service
Product Management Build a business case, set design requirements (PRD)
Biz Unit Strategy Build business plan, set operational requirements
Corporate Strategy Set goals and objectives for innovation e!orts
Commercialization & Launch Build a marketing plan, rollout strategy, and launch plan
Product Marketing Set screening criteria for operational decisions (MRD)
death by staging and gating
designing systems, not products
the product is the org chart
TEAM 2
TEAM 1
TEAM 3
TEAM 4
TEAM 5
TEAM 6
making yet another ‘better’ mousetrap
Feature fatigue Complexity in the value proposition Good enough for customers
beating the tyranny of ‘good enough’
It’s not about designing V-next; rethink the complete experience.
There’s only a small delta between a fail and massive success.
the ‘small’ di!erences between experiences: “oh we don’t really need all that!”
we must di!erentiate ourselves!
beauty and passionate attention to detail…
the last, hardest, and most expensive percentage of the work
innovation is very expensive and easily commoditized
How much to invest when perceived value of your product is eroding to zero?
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