DISRUPT AND BECOME INDISPENSABLE
INTRODOES THIS SOUND FAMILIAR?        ‣ Well tell you what we need after the strategy is set        ‣ We dont have the con...
INTROBECOMING INDISPENSABLE        ‣ Big picture thinking is a must        ‣ It’s about much more than making things beaut...
INTROTONY                                 JULIAEXPERIENCE DESIGN DIRECTOR           SENIOR EXPERIENCE DESIGNERMOTIVATE DES...
Disrupt: Think the Unthinkable to Spark Transformation in Your Business Luke Williams Publication Date: December 18, 2010 ...
INTROTOPICS COVERED        ‣ Overview        ‣ How to get started        ‣ Framework for disruptive design thinking       ...
OVERVIEW‣ What is disruption?‣ Why do it?‣ Why designers and not MBAs?‣ The evolution of a designer
OVERVIEWWHAT DO WE MEAN BY DISRUPTION?      IN BUSINESS                            IN DESIGN                    DISRUPT AN...
EXAMPLES IN BUSINESS         DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE:   9
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EXAMPLES IN GRAPHIC DESIGN            DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE:   20
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OVERVIEWWHY DISRUPT?       ‣ Differentiation isn’t enough       ‣ Graphic designers are often marginalized       ‣ Lead dis...
OVERVIEWWHY DESIGNERS AND NOT MBAs?       ‣ Trained to think outside the box       ‣ Curious and creative       ‣ See thin...
OVERVIEWEVOLUTION OF A DESIGNER       ‣ Least: Please yourself via mere decoration       ‣ More: Solving problems, but try...
OVERVIEWDISRUPTIVE DESIGN SOLUTIONS       ‣ Affect real change       ‣ Blue Ocean       ‣ Put designers on the map       ‣ ...
HOW TO GET STARTED?‣ DEFINING YOUR SITUATION
HOW TO GET STARTED?WHAT IS RIPE FOR DISRUPTION?        ‣ Consider the larger context of your business category        ‣ Wh...
HOW TO GET STARTED?DEFINING YOUR SITUATION        ‣ How can we disrupt the competitive landscape of (your situation) by   ...
A FRAMEWORK FOR DISRUPTIVE DESIGN THINKING‣ Developing hypotheses‣ Making observations‣ Observations to insights‣ Insights...
THE FRAMEWORKDEVELOP HYPOTHESES       ‣ Identify clichés       ‣ Challenge the clichés with “what if” questions       ‣ Ex...
THE FRAMEWORKMAKE OBSERVATIONS       ‣ People don’t know what they want?       ‣ Good designers are also part anthropologi...
THE FRAMEWORKOBSERVATIONS TO INSIGHTS       ‣ Analyze findings       ‣ Use sticky notes!       ‣ Create an “insight board” ...
THE FRAMEWORKINSIGHTS TO OPPORTUNITIES       ‣ From your insights, opportunities for disruption are revealed       ‣ Descr...
THE FRAMEWORKOPPORTUNITIES TO IDEAS       ‣ Generate several ideas       ‣ Choose the best 3 or so       ‣ Document each i...
THE FRAMEWORKEXAMPLE ONE-PAGERName: Tide "Wash-n-Work"Description:A modern laundry mat that allows busy, career-minded New...
THE FRAMEWORKDEVELOP CONCEPT AND TEST       ‣ Novelty for novelty’s sake won’t fly       ‣ Must be something people want, t...
SELLING YOUR IDEA‣ Create empathy‣ Build tension‣ Make them believers
SELLING YOUR IDEATHE PITCH        ‣ 9 minutes        ‣ 9 slides, one minute each        ‣ 3 minute sections:           ‣ 1...
SELLING YOUR IDEASECTION 1: CREATE EMPATHY        ‣ Slide 1: The Status Quo        ‣ Slide 2: The Observations        ‣ Sl...
SELLING YOUR IDEASECTION 2: BUILD TENSION        ‣ Slide 4: The Insight        ‣ Slide 5: The Opportunity        ‣ Slide 6...
SELLING YOUR IDEASECTION 3: MAKING THEM BELIEVE        ‣ Slide 7: The Solution        ‣ Slide 8: The Advantages        ‣ S...
THANK YOU‣ Questions?
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Disrupt and Become Indispensable

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To excel in graphic design, big picture thinking is a must. It's not just about making things beautiful. The best graphic designers play an active role in shaping game-changing ideas that can grow businesses and create new categories. The next generation of the most influential business leaders will exhibit design thinking in the way they guide their organizations to success. This webinar will present a framework for disruptive design thinking that allows designers to have a greater impact.

Published in: Design

Disrupt and Become Indispensable

  1. 1. DISRUPT AND BECOME INDISPENSABLE
  2. 2. INTRODOES THIS SOUND FAMILIAR? ‣ Well tell you what we need after the strategy is set ‣ We dont have the content yet but you can get started anyway right? ‣ Ill know what I like when I see it ‣ Just make it look pretty DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE:
  3. 3. INTROBECOMING INDISPENSABLE ‣ Big picture thinking is a must ‣ It’s about much more than making things beautiful ‣ Good designers help grow businesses ‣ Great designers disrupt old thinking and create new categories DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 3
  4. 4. INTROTONY JULIAEXPERIENCE DESIGN DIRECTOR SENIOR EXPERIENCE DESIGNERMOTIVATE DESIGN MOTIVATE DESIGNADJUNCT PROFESSOR BBADESIGN AND MANAGEMENT DESIGN AND MANAGEMENTSCHOOL OF DESIGN STRATEGIES SCHOOL OF DESIGN STRATEGIESPARSONS THE NEW SCHOOL FOR DESIGN PARSONS THE NEW SCHOOL FOR DESIGN DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 4
  5. 5. Disrupt: Think the Unthinkable to Spark Transformation in Your Business Luke Williams Publication Date: December 18, 2010 ISBN-10: 0137025149 ISBN-13: 978-0137025145 Edition: 1 DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 5
  6. 6. INTROTOPICS COVERED ‣ Overview ‣ How to get started ‣ Framework for disruptive design thinking ‣ Selling your ideas DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 6
  7. 7. OVERVIEW‣ What is disruption?‣ Why do it?‣ Why designers and not MBAs?‣ The evolution of a designer
  8. 8. OVERVIEWWHAT DO WE MEAN BY DISRUPTION? IN BUSINESS IN DESIGN DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 8
  9. 9. EXAMPLES IN BUSINESS DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 9
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  20. 20. EXAMPLES IN GRAPHIC DESIGN DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 20
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  28. 28. OVERVIEWWHY DISRUPT? ‣ Differentiation isn’t enough ‣ Graphic designers are often marginalized ‣ Lead disruptive change and become indispensable DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 28
  29. 29. OVERVIEWWHY DESIGNERS AND NOT MBAs? ‣ Trained to think outside the box ‣ Curious and creative ‣ See things differently ‣ Just need to channel those skills toward business DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 29
  30. 30. OVERVIEWEVOLUTION OF A DESIGNER ‣ Least: Please yourself via mere decoration ‣ More: Solving problems, but trying to please your boss, teacher or client ‣ Even more: Create solution that bridges business goals and user needs ‣ Most: Develop disruptive solutions that create new business value and delight users DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 30
  31. 31. OVERVIEWDISRUPTIVE DESIGN SOLUTIONS ‣ Affect real change ‣ Blue Ocean ‣ Put designers on the map ‣ Get designers a seat at the big table ‣ Create security DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 31
  32. 32. HOW TO GET STARTED?‣ DEFINING YOUR SITUATION
  33. 33. HOW TO GET STARTED?WHAT IS RIPE FOR DISRUPTION? ‣ Consider the larger context of your business category ‣ What are you passionate about? ‣ Where is there a lot of sameness? ‣ Where has nothing changed for a long time? ‣ Where are profits flat and have the potential to grow? DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 33
  34. 34. HOW TO GET STARTED?DEFINING YOUR SITUATION ‣ How can we disrupt the competitive landscape of (your situation) by delivering an unexpected solution? ‣ How you define your situation depends on your business context. ‣ Example: ‣ How can we leverage the Tide brand to disrupt the way people think about going out to do their laundry by delivering an unexpected solution? DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 34
  35. 35. A FRAMEWORK FOR DISRUPTIVE DESIGN THINKING‣ Developing hypotheses‣ Making observations‣ Observations to insights‣ Insights to opportunities‣ Opportunities to ideas‣ Shaping ideas
  36. 36. THE FRAMEWORKDEVELOP HYPOTHESES ‣ Identify clichés ‣ Challenge the clichés with “what if” questions ‣ Example clichés: ‣ People hate doing laundry ‣ People hate the laundry mat ‣ All laundry mats are depressing ‣ Example hypothesis: ‣ What if people chose to go out to do their laundry even if they didnt have to? DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 36
  37. 37. THE FRAMEWORKMAKE OBSERVATIONS ‣ People don’t know what they want? ‣ Good designers are also part anthropologist or investigative journalist ‣ Emphasize qualitative, contextual research ‣ Effective methods include: ‣ Pre-arranged, open interview and observation ‣ Non-invasive observation ‣ Intercept DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 37
  38. 38. THE FRAMEWORKOBSERVATIONS TO INSIGHTS ‣ Analyze findings ‣ Use sticky notes! ‣ Create an “insight board” ‣ Identify patterns and themes - these reveal insights ‣ Write your insights down, using paradoxical phrasing with a well placed “but” or “whereas” to emphasize the gap: ‣ People who go to the laundry mat dont hate doing laundry but they hate wasting time ‣ People who go to the laundry mat dont hate doing laundry but they hate being in a dreadful, depressing environment. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 38
  39. 39. THE FRAMEWORKINSIGHTS TO OPPORTUNITIES ‣ From your insights, opportunities for disruption are revealed ‣ Describe opportunities using 3 part format that touches on who it’s for, what advantage it provides and what gap it is addressing. ‣ Example: ‣ Theres an opportunity to provide people that have to go out to do their laundry with a way to be more productive that doesnt compromise the safety of their clothes ‣ Theres an opportunity to provide people that have to do their laundry with a way to be social in a tasteful environment that makes them feel good ‣ At this step, stop short of defining the solution DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 39
  40. 40. THE FRAMEWORKOPPORTUNITIES TO IDEAS ‣ Generate several ideas ‣ Choose the best 3 or so ‣ Document each in a one pager: ‣ Distinct name ‣ One sentence description ‣ How its different (one major and several minor points) ‣ Annotated visualization (sketch) DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 40
  41. 41. THE FRAMEWORKEXAMPLE ONE-PAGERName: Tide "Wash-n-Work"Description:A modern laundry mat that allows busy, career-minded NewYorkers to do their laundry and be productive in a comfortableenvironment by offering clean, private, well designed workstations with their own washer/dryer combo units.Differentiators: • WORK WHILE YOU WASH! • State of the art work stations ◦ Herman Miller furniture ◦ High speed Internet ◦ Quality lighting ◦ Private partitions • Best-in-class, all-in-one washer/dryer combos ◦ 2 per work station ◦ Reduces space needed ◦ Reduces interruptions - one cycle instead of two• Subscription model ◦ No more coins!• Reservation system ◦ Never wait for a machine/work station DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 41
  42. 42. THE FRAMEWORKDEVELOP CONCEPT AND TEST ‣ Novelty for novelty’s sake won’t fly ‣ Must be something people want, that can support a business, and that can be built/implemented ‣ Develop prototypes ‣ Work from low to high fidelity ‣ Test with users—early and often! ‣ Doesn’t have to be expensive—use guerrilla techniques ‣ Beware of “mom effect” if using your personal network to recruit ‣ Iterate until you reach success targets DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 42
  43. 43. SELLING YOUR IDEA‣ Create empathy‣ Build tension‣ Make them believers
  44. 44. SELLING YOUR IDEATHE PITCH ‣ 9 minutes ‣ 9 slides, one minute each ‣ 3 minute sections: ‣ 1) Create empathy ‣ 2) Build tension ‣ 3) Make them believers DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 44
  45. 45. SELLING YOUR IDEASECTION 1: CREATE EMPATHY ‣ Slide 1: The Status Quo ‣ Slide 2: The Observations ‣ Slide 3: The Story DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 45
  46. 46. SELLING YOUR IDEASECTION 2: BUILD TENSION ‣ Slide 4: The Insight ‣ Slide 5: The Opportunity ‣ Slide 6: The Analogy DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 46
  47. 47. SELLING YOUR IDEASECTION 3: MAKING THEM BELIEVE ‣ Slide 7: The Solution ‣ Slide 8: The Advantages ‣ Slide 9: The Ethos DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 47
  48. 48. THANK YOU‣ Questions?
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