Social by Design: Design Thinking & Business

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

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

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  • 1. Source: Stanford D SchoolSOCIAL  BY  DESIGN  DESIGN  THINKING  &  BUSINESS    DAVID  ARMANO  EVP,  INNOVATION  &  INTEGRATION    |  EDELMAN  DIGITAL  |  @armano     Edelmandigital.com
  • 2.   “DESIGN  THINKING”   IS  DEAD.  Edelmandigital.com
  • 3. 3   Edelmandigital.com
  • 4.   YET  “DESIGN”     LIVES  ON…    Edelmandigital.com
  • 5. 5   Edelmandigital.com
  • 6.   BUILD  THEM  UP.  TEAR  THEM   DOWN.  BUILD  THEM  UP...   (REPEAT)  Edelmandigital.com
  • 7. “Design is the planning that lays the basisfor the making of every object or system ” 7   Edelmandigital.com
  • 8. “Design is the planning that lays the basisfor the making of every object or system” 8   Edelmandigital.com
  • 9. PURPOSEFUL   INTENTIONAL   DESIGNEdelmandigital.com
  • 10.   CONGRATULATIONS.   WE  ALL  NEED  TO  UNDERSTAND   HOW  DESIGN  APPLIES     TO  BUSINESS.  Edelmandigital.com
  • 11. 11   Edelmandigital.com
  • 12.   HE  DID  Edelmandigital.com
  • 13. More  than  a  designer,     Steve  Jobs  was  an     eco-­‐system  architect      13   Edelmandigital.com
  • 14. 14   Edelmandigital.com
  • 15. 15   Edelmandigital.com
  • 16.   BUT  YOU’RE  NOT  STEVE  Edelmandigital.com
  • 17. WTF?  17   Edelmandigital.com
  • 18. Facebook  18   Edelmandigital.com
  • 19. 19   Edelmandigital.com
  • 20. SOCIAL  BY   DESIGN?   (blink,  bleep,  seizure,  help...)  20   Edelmandigital.com
  • 21.   OK.  “DESIGN”  IS  STILL  IMPORTANT  Edelmandigital.com
  • 22.   HOW  I’VE  USED  “DESIGN  THINKING”   IN  BUSINESS    Edelmandigital.com
  • 23.   DESIGN  THINKING  HELPS  SELL  IDEAS  Edelmandigital.com
  • 24. 24   Edelmandigital.com
  • 25. 25   Edelmandigital.com
  • 26. Source: Edelman 2011, edelmandigital.com26   Edelmandigital.com
  • 27.   IT  GETS  US  THINKING  HOLISTICALLY  Edelmandigital.com
  • 28. 28   Edelmandigital.com
  • 29. 29   Edelmandigital.com
  • 30. 30   Edelmandigital.com
  • 31.   IT  GETS  US  THINKING  DIFFERENTLY  Edelmandigital.com
  • 32. Source: Edelman 2011, edelmandigital.com32   Edelmandigital.com
  • 33. Source: Edelman 2011, edelmandigital.com33   Edelmandigital.com
  • 34. Source: Edelman 2011, edelmandigital.com34   Edelmandigital.com
  • 35. Source: Edelman 2011, edelmandigital.com35   Edelmandigital.com
  • 36.   IT  HELPS  US  MAKE  A  POINT  Edelmandigital.com
  • 37. Source: David Armano Edelman 2011, edelmandigital.com37   Edelmandigital.com
  • 38. Source: David Armano Edelman 2011, edelmandigital.com38   Edelmandigital.com
  • 39.   AND  CAPTURES  ATTENTION  Edelmandigital.com
  • 40. Edelmandigital.com
  • 41.   IT  HIGHLIGHTS  PURPOSE  &  INTENT  Edelmandigital.com
  • 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.   HOW  TO  THINK  LIKE  A  “SOCIAL  DESIGNER”  Edelmandigital.com
  • 44. Source: Stanford D School44   Edelmandigital.com
  • 45. UNDERSTAND  45   Edelmandigital.com
  • 46. OBSERVE  46   Edelmandigital.com
  • 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. 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. DEFINE   ECO-SYSTEM Source: Jonathan Hargreaves & Edelman49   Edelmandigital.com
  • 50. IDEATE  50   Edelmandigital.com
  • 51. PROTOTYPE  51   Edelmandigital.com
  • 52. TEST  52   Edelmandigital.com
  • 53. TEST  53   Edelmandigital.com
  • 54.   TWO  THINGS  Edelmandigital.com
  • 55. PLAN   IMPROVISE   YOU ARE HEREEdelmandigital.com
  • 56. SOCIAL  BY   DESIGN.  56   Edelmandigital.com
  • 57.  THANK  YOU  @ARMANO    |  Edelmandigital.com      david.armano[at]edelman.com   Edelmandigital.com