Strategic Design and Meaningful Innovation

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  • + plimena plimena 6 months ago
    great presentation! Can I have a copy, please?
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Strategic Design and Meaningful Innovation - Presentation Transcript

  1. Strategic Design & Meaningful Innovation Nathan Shedroff 2008
  2. Slides and templates posted: nathan.com/thoughts
  3. The big thing!
  4. The big thing! Meaning
  5. Why innovate? Paths to Growth: Increase operational efficiencies Sell-off assets Mergers and acquisitions Initial Public Offerings “Rebranding” Innovation
  6. Why innovate? Paths to Organic, Lasting Growth: Increase operational efficiencies Sell-off assets Mergers and acquisitions Initial Public Offerings “Rebranding” Innovation
  7. Why experiences?
  8. Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  9. Price/Value Experience Commodity Product Service Event/Environment
  10. Experiences are designable
  11. Everything we create is an experience
  12. We recognize some experiences easily
  13. We recognize some experiences easily
  14. We recognize some experiences easily
  15. People don’t just travel to see things
  16. They travel to experience
  17. The boundaries of experiences are our minds and bodies
  18. Design is the process of making experiences
  19. But what, exactly, is an experience?
  20. Breadth Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
  21. Intensity Reflex Habit Engagement
  22. Duration Initiation Immersion Conclusion Continuation
  23. Triggers Senses: Sight Sound Smell Taste Touch Cognitive: Concepts Symbols
  24. Every sensorial decision is a trigger: every color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
  25. Interaction Passive Active Interactive
  26. Significance Meaning Status/Identity Emotion/Lifestyle Price Function
  27. Function (Performance): Does this do what I need?
  28. Price (Value): Does this do what I need at a price that’s worth it?
  29. Emotions (Lifestyle): Does this make me feel good?
  30. Status/Identity (Values): Is this me?
  31. Meaning (Reality): Does this fit into my reality?
  32. Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  33. Porsche: Dreamers (2006) Nike: If you let me play (1995)
  34. Successful experiences are meaningful (and not merely novel)
  35. Design & development is the process of evoking meaning
  36. How do you put meaning into the process?
  37. A meaning-filled development process:
  38. A meaning-filled development process:
  39. A meaning-filled development process:
  40. A meaning-filled development process:
  41. Strategic Design: Competing Objectives: Business (Clients) Customers (Users) Team Domain & Medium Sustainability
  42. Strategic Design: Business Objectives: Revenues Profit Growth Brand/Reputation/Satisfaction/ Loyalty/Relationship/Value Experience & Meaning Strategy
  43. Strategic Design: Customer Objectives: Needs & Desires: Performance Value Emotion/Lifestyle Values Experience & Meaning
  44. Strategic Design: Team Objectives: Values Goals Desires Meaning
  45. Strategic Design: Domain & Medium: What’s appropriate for the medium, industry, and context? What is the cultural context? What are expectations?
  46. Strategic Design: Sustainability: Human Capital Natural Capital Financial Capital Manufactured Capital Is each form sustainable?
  47. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities
  48. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities Your Focus!
  49. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities Competitors’ Meaning Priorities
  50. Some questions:
  51. Who’s doing this?
  52. Who’s doing this? You
  53. What meanings do your customers prioritize?
  54. What experiences do they seek?
  55. Is meaning manipulation?
  56. Should companies evoke meaning?
  57. Does everything we design already evoke meaning?
  58. Are you creating anything meaningful?
  59. What’s meaningful to you?
  60. nathan.com/thoughts nathan@nathan.com

+ Nathan ShedroffNathan Shedroff, 6 months ago

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