Source: Stanford D SchoolSOCIAL	  BY	  DESIGN	  DESIGN	  THINKING	  &	  BUSINESS	  	  DAVID	  ARMANO	  EVP,	  INNOVATION	 ...
                      “DESIGN	  THINKING”	                       IS	  DEAD.	  Edelmandigital.com
3	     Edelmandigital.com
                      YET	  “DESIGN”	  	                       LIVES	  ON…	  	  Edelmandigital.com
5	     Edelmandigital.com
                      BUILD	  THEM	  UP.	  TEAR	  THEM	                       DOWN.	  BUILD	  THEM	  UP...	               ...
“Design is the planning that lays the basisfor the making of every object or system   ” 7	     Edelmandigital.com
“Design is the planning that lays the basisfor the making of every object or system” 8	     Edelmandigital.com
PURPOSEFUL	         INTENTIONAL	                       DESIGNEdelmandigital.com
                      CONGRATULATIONS.	                       WE	  ALL	  NEED	  TO	  UNDERSTAND	                       HOW...
11	     Edelmandigital.com
                      HE	  DID	  Edelmandigital.com
More	  than	  a	  designer,	  	                                 Steve	  Jobs	  was	  an	  	                               ...
14	     Edelmandigital.com
15	     Edelmandigital.com
                      BUT	  YOU’RE	  NOT	  STEVE	  Edelmandigital.com
WTF?	  17	     Edelmandigital.com
Facebook	  18	     Edelmandigital.com
19	     Edelmandigital.com
SOCIAL	  BY	                 DESIGN?	           (blink,	  bleep,	  seizure,	  help...)	  20	       Edelmandigital.com
                      OK.	  “DESIGN”	  IS	  STILL	  IMPORTANT	  Edelmandigital.com
                      HOW	  I’VE	  USED	  “DESIGN	  THINKING”	                       IN	  BUSINESS	  	  Edelmandigital.com
                      DESIGN	  THINKING	  HELPS	  SELL	  IDEAS	  Edelmandigital.com
24	     Edelmandigital.com
25	     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com26	     Edelmandigital.com
                      IT	  GETS	  US	  THINKING	  HOLISTICALLY	  Edelmandigital.com
28	     Edelmandigital.com
29	     Edelmandigital.com
30	     Edelmandigital.com
                      IT	  GETS	  US	  THINKING	  DIFFERENTLY	  Edelmandigital.com
Source: Edelman 2011, edelmandigital.com32	     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com33	     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com34	     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com35	     Edelmandigital.com
                      IT	  HELPS	  US	  MAKE	  A	  POINT	  Edelmandigital.com
Source: David Armano                              Edelman 2011, edelmandigital.com37	     Edelmandigital.com
Source: David Armano                              Edelman 2011, edelmandigital.com38	     Edelmandigital.com
                      AND	  CAPTURES	  ATTENTION	  Edelmandigital.com
Edelmandigital.com
                      IT	  HIGHLIGHTS	  PURPOSE	  &	  INTENT	  Edelmandigital.com
GOVERNANCE                                                                                                                ...
               HOW	  TO	  THINK	  LIKE	  A	  “SOCIAL	  DESIGNER”	  Edelmandigital.com
Source: Stanford D School44	     Edelmandigital.com
UNDERSTAND	  45	     Edelmandigital.com
OBSERVE	  46	     Edelmandigital.com
DEFINE	            ACTIVE	         Source: Edelman 2011, edelmandigital.com      PASSIVE	                                 ...
DEFINE	                                                                                                                   ...
DEFINE	                                                                    ECO-SYSTEM                                     ...
IDEATE	  50	     Edelmandigital.com
PROTOTYPE	  51	     Edelmandigital.com
TEST	  52	     Edelmandigital.com
TEST	  53	     Edelmandigital.com
                      TWO	  THINGS	  Edelmandigital.com
PLAN	             IMPROVISE	                        YOU ARE HEREEdelmandigital.com
SOCIAL	  BY	               DESIGN.	  56	     Edelmandigital.com
 THANK	  YOU	  @ARMANO	  	  |	  Edelmandigital.com	  	  	  david.armano[at]edelman.com	            Edelmandigital.com
Upcoming SlideShare
Loading in...5
×

Social by Design: Design Thinking & Business

85,963

Published on

A brief overview of how design and business intersect with a focus on design thinking and social business process design.

Published in: Design, Technology, Business
19 Comments
297 Likes
Statistics
Notes
No Downloads
Views
Total Views
85,963
On Slideshare
0
From Embeds
0
Number of Embeds
43
Actions
Shares
0
Downloads
0
Comments
19
Likes
297
Embeds 0
No embeds

No notes for slide

Social by Design: Design Thinking & Business

  1. 1. Source: Stanford D SchoolSOCIAL  BY  DESIGN  DESIGN  THINKING  &  BUSINESS    DAVID  ARMANO  EVP,  INNOVATION  &  INTEGRATION    |  EDELMAN  DIGITAL  |  @armano     Edelmandigital.com
  2. 2.   “DESIGN  THINKING”   IS  DEAD.  Edelmandigital.com
  3. 3. 3   Edelmandigital.com
  4. 4.   YET  “DESIGN”     LIVES  ON…    Edelmandigital.com
  5. 5. 5   Edelmandigital.com
  6. 6.   BUILD  THEM  UP.  TEAR  THEM   DOWN.  BUILD  THEM  UP...   (REPEAT)  Edelmandigital.com
  7. 7. “Design is the planning that lays the basisfor the making of every object or system ” 7   Edelmandigital.com
  8. 8. “Design is the planning that lays the basisfor the making of every object or system” 8   Edelmandigital.com
  9. 9. PURPOSEFUL   INTENTIONAL   DESIGNEdelmandigital.com
  10. 10.   CONGRATULATIONS.   WE  ALL  NEED  TO  UNDERSTAND   HOW  DESIGN  APPLIES     TO  BUSINESS.  Edelmandigital.com
  11. 11. 11   Edelmandigital.com
  12. 12.   HE  DID  Edelmandigital.com
  13. 13. More  than  a  designer,     Steve  Jobs  was  an     eco-­‐system  architect      13   Edelmandigital.com
  14. 14. 14   Edelmandigital.com
  15. 15. 15   Edelmandigital.com
  16. 16.   BUT  YOU’RE  NOT  STEVE  Edelmandigital.com
  17. 17. WTF?  17   Edelmandigital.com
  18. 18. Facebook  18   Edelmandigital.com
  19. 19. 19   Edelmandigital.com
  20. 20. SOCIAL  BY   DESIGN?   (blink,  bleep,  seizure,  help...)  20   Edelmandigital.com
  21. 21.   OK.  “DESIGN”  IS  STILL  IMPORTANT  Edelmandigital.com
  22. 22.   HOW  I’VE  USED  “DESIGN  THINKING”   IN  BUSINESS    Edelmandigital.com
  23. 23.   DESIGN  THINKING  HELPS  SELL  IDEAS  Edelmandigital.com
  24. 24. 24   Edelmandigital.com
  25. 25. 25   Edelmandigital.com
  26. 26. Source: Edelman 2011, edelmandigital.com26   Edelmandigital.com
  27. 27.   IT  GETS  US  THINKING  HOLISTICALLY  Edelmandigital.com
  28. 28. 28   Edelmandigital.com
  29. 29. 29   Edelmandigital.com
  30. 30. 30   Edelmandigital.com
  31. 31.   IT  GETS  US  THINKING  DIFFERENTLY  Edelmandigital.com
  32. 32. Source: Edelman 2011, edelmandigital.com32   Edelmandigital.com
  33. 33. Source: Edelman 2011, edelmandigital.com33   Edelmandigital.com
  34. 34. Source: Edelman 2011, edelmandigital.com34   Edelmandigital.com
  35. 35. Source: Edelman 2011, edelmandigital.com35   Edelmandigital.com
  36. 36.   IT  HELPS  US  MAKE  A  POINT  Edelmandigital.com
  37. 37. Source: David Armano Edelman 2011, edelmandigital.com37   Edelmandigital.com
  38. 38. Source: David Armano Edelman 2011, edelmandigital.com38   Edelmandigital.com
  39. 39.   AND  CAPTURES  ATTENTION  Edelmandigital.com
  40. 40. Edelmandigital.com
  41. 41.   IT  HIGHLIGHTS  PURPOSE  &  INTENT  Edelmandigital.com
  42. 42. GOVERNANCE INTEGRATION   ORG & B   GLOBAL  DIGITAL   SOCIAL  MEDIA   P   B  =  BRANDS  P  =  PARTNERS  O  =  OPERATIONS   SERVICES   COMMITTEE   O   AGENCY   PARTNERS   YES   L   SOCIAL  MEDIA   WHICH   BRAND   PILOT   RESULTS   BRAND  TEAM     COMMITTEE   BRAND?   X   PROGRAM   REPORTED   NO   M   Source: Edelman 2011, edelmandigital.com L  =  LAUNCH   TECHNOLOGY   M  =  MEASURE   PARTNERS   PLANNING   STRATEGY   IMPLEMENTATION  42   Edelmandigital.com
  43. 43.   HOW  TO  THINK  LIKE  A  “SOCIAL  DESIGNER”  Edelmandigital.com
  44. 44. Source: Stanford D School44   Edelmandigital.com
  45. 45. UNDERSTAND  45   Edelmandigital.com
  46. 46. OBSERVE  46   Edelmandigital.com
  47. 47. DEFINE   ACTIVE   Source: Edelman 2011, edelmandigital.com PASSIVE   ACTIVE   AGAINST   DON’T  LIKE   DON’T  KNOW   LIKE   SUPPORTIVE   PASSIVE   SUPPORTERS  WHO   CAN  BECOME   INFLUENTIAL   ADVOCATES   NEUTRALIZE   MOBILIZE  47   Edelmandigital.com
  48. 48. DEFINE   ECO-SYSTEM •  People  who  do  business  with  the  organizacon   Customers  or  Prospects   •  Can  be  split  into  high-­‐value  and  new  customers   Employees   •  Idencfiable  people  on  the  payroll   •  PR  and  corporate  communicacon  departments  as  well  as   Corporate   company  execucves   Business  Partners   •  Suppliers,  vendors,  contractors,  alumni   Social  Web   •  Addiconal  individuals  who  interact  on  the  social  web   Source: Edelman Consulting 201148   Edelmandigital.com
  49. 49. DEFINE   ECO-SYSTEM Source: Jonathan Hargreaves & Edelman49   Edelmandigital.com
  50. 50. IDEATE  50   Edelmandigital.com
  51. 51. PROTOTYPE  51   Edelmandigital.com
  52. 52. TEST  52   Edelmandigital.com
  53. 53. TEST  53   Edelmandigital.com
  54. 54.   TWO  THINGS  Edelmandigital.com
  55. 55. PLAN   IMPROVISE   YOU ARE HEREEdelmandigital.com
  56. 56. SOCIAL  BY   DESIGN.  56   Edelmandigital.com
  57. 57.  THANK  YOU  @ARMANO    |  Edelmandigital.com      david.armano[at]edelman.com   Edelmandigital.com

×