DESIGN is the new TECHNOLOGY

HEADSUP! While I’m giving a boring introduction, think of an example of bad design you’ve encountered MIT INSTITUTE OF DESIGN, PUNE | OCTOBER 1, 2009 | PG DESIGN MANAGEMENT

DESIGN is the new TECHNOLOGY Design is poised to be the growth driver for businesses in the next two decades, just as technology was in the last two. *But, not ‘design’ as we know it!

A few THOUGHTS on DESIGN in BUSINESS

BAD DESIGN Give me one example of BAD DESIGN you’ve encountered

THE TWO DESIGN LENSES AESTHETIC Design and COGNITIVE Design

1 2 3 Which of these three bikes do you think is the most ‘MACHO’?

WHAT?! BAJAJ spent more than Rs.100 crore to convince you that their bikes were “definitely male”! Have you ever seen an advertisement from Royal Enfield, much less one telling you what you should think of their bikes?

BRAND is an emotional response that a product or service evokes in your gut. It cannot be generated by clever advertising slogans, only by brilliant products and services.

If a brand looks like a duck and swims like a dog, customers will distrust it

Have you seen an advertisement for any of these brands?

HOW did they become the biggest cult brands of our generation? WHY are people passionate about Linux and Firefox? Why do we LOVE Google?

BEAUTIFUL Vs. INTELLIGENT DESIGN The ubiquitous STD PCO sign is actually the packaging for the billing machine.

We are not artists or poets. We are artisans and craftsmen. OUR PRODUCTS SOLVE PROBLEMS. They do not hang on museum walls! DAN LACIVITA, Executive Director, First Born

Designing for the CUSTOMER VS. Designing for YOURSELF

The DISCONNECT between BRAND PROMISE and DELIVERY Advertising ‘Customer friendliness’ does not reconcile with 6-minute wait times on helpline

The HDFC BANK maze The first time I went to deposit a cheque…

How are they DIFFERENT?

What DIFFERENTIATES them?

THE CRISIS OF DIFFERENTIATION Products and Services are increasingly becoming similar in features, pricing, customer service, touchpoints… …and most brands seem to be relying only on communication to position and differentiate themselves

Remember ZooZoos? Yes, they were cute. But what did they do for Vodafone? Did you shift to Vodafone because of ZooZoos?

TATA DOCOMO, with its per second billing, added 3.4 million subscribers in August (the highest ever in India), toppling Airtel as the faster growing Mobile company after many years.

VALUE. No matter how BEAUTIFUL your design or how clever or witty your advertising slogan is, it means nothing…. …if the product or service you are selling does not CREATE VALUE for the customer

“DESIGNED by APPLE in CALIFORNIA, assembled in China”

EVENTUALLY most companies will outsource manufacturing, logistics, accounting, customer service, marketing and every other business function… EXCEPT the DESIGN of their product/service and their business model

If your only tool is a hammer, every problem looks like a nail ABRAHAM MASLOW

ORGAN DONATION the old way: Communication

OPT-OUT ORGAN DONATION Instead of asking people to proactively sign-up for organ donation, how about giving them a choice to opt-out? A town in America tried this and reached a donation rate of 60% compared to 38% national average.

How can we make people use the stairs more often?

How can we encourage more people to vote?

How do we get people to come to the GYM more regularly?

COMMUNICATION HAMMER Most agencies and designers will hammer away at these question with communication answers… posters, newsletters, videos, virals, ads, all beautifully designed! But a deeper, more cognitive ‘design approach’ can yield answers that meaningfully change the service/process to influence user behaviour

Why I buy books at a small, non-airconditioned, badly lit store, about an hour’s journey from my house …because I can buy chocolates at my neighbourhood grocery store too!

EXPERIENCE DESIGN does NOT mean adding bells and whistles to an otherwise ordinary offering. Ambient lighting, cute furniture, fancy uniforms and a designer décor are shallow, off-the shelf design solutions… To truly design an experience, we need to take a strong core offering and build layers of relevant and meaningful services around it

If you read only one book in 2009, read NUDGE. *BARACK OBAMA did!

RUN From Jargon and fancy titles READ Everything. Shampoo labels. Psychology books. Auto Magazines. Currency Notes. LOVE/HATE Feel passionately. Don’t ever let indifference creep into your choices.

www.gutse.in GUTS SERVICE DESIGN

We use logic to prove and intuition to discover HENRI POINCARE French mathematician, theoretical physicist and ‘philosopher of science’

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DESIGN is the new TECHNOLOGY

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