Design Thinking talk

Design Thinkingin marketing
By Glyn Britton

Why I’m qualified to talk about this?
BSc Industrial Design
Brunel University
British Airways
Design Management
Interbrand
Brand consultant

Glyn BrittonManaging Partner at Albion

About Albion
A ‘new model’ digitally-led integratedadvertising agency.

What that actually means
An expansive viewof what marketing can be.
Not much we makelooks like advertising.
We design content,and we design media.

Innocent Kids

What do they have in common?
DesignThinking.

Design thinking.
From Wikipedia, the free encyclopedia
Design Thinking is a process for practical, creative resolution of problems or issues that looks for an improved future result.[1] It is the essential ability to combine empathy, creativity and rationality to meet user needs and drive business success. Unlike analytical thinking, design thinking is a creative process based around the "building up" of ideas. There are no judgments early on in design thinking. This eliminates the fear of failure and encourages maximum input and participation in the ideation and prototype phases. Outside the box thinkingis encouraged in these earlier processes since this can often lead to creative solutions.

In short
Design isn’t restricted to graphics and ‘style’.

Some assumptions
We want to sell more of our stuff.
We want to charge more for our stuff.
In the long term.
We want to make the world a better place.
We can do all of these by making the purchase decision more meaningful.

Design Thinking is...
A process.
A way of thinking about the world.

Whether we know it or not, we’re all going through a version of this process.

So what’s the difference?
Magical
Ordinary

They’re apleasure to ‘use’.

Design Thinking is...
A process.
A way of thinking about the world.

Do the best,for the most,with the least.”
“
Charles & Ray Eames

Ten things Google know to be true:
Focus on the user and all else will follow.
It's best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don't need to be at your desk to need an answer.
You can make money without doing evil.
There's always more information out there.
The need for information crosses all borders.
You can be serious without a suit.
Great just isn't good enough.

Narrow
Surface
Narrow context
Evolution
Managing risk

Broad
Experience
Cultural context
Doing the right thing
Changing the game

Noticing

Evolving

Prototyping.

Why wedon’t practiceDesign Thinking?

Because corporations are designed to not allow it.

It's funny to think of (the org chart) as a specific invention, but its existence and form owe quite a lot to the environment in which it was first widely used - railroad management in the 1800s.”
“

David McCallum’s Superintendent's Report, 1855
A proper division of responsibilities.
Sufficient power conferred to enable the same to be fully carried out, that such responsibilities may be real in their character.
The means of knowing whether such responsibilities are faithfully executed.
Great promptness in the report of all derelictions of duty, that evils may be at once corrected.
Such information is to be obtained through a system of daily reports and checks that will not embarrass principal officers, nor lessen their influence with their subordinates.
The adoption of a system, as a whole, which will not only enable the general superintendent to detect errors.
Silos
Fear of failure
Poor communication
Blame culture

Boss insisted on using these abstract images from DM
Reflecting internal departments to customers
Following non-digital guidelines means logo looks terrible
Image is concession to design agency’s terrible original design
Meaningless reference to then-current tactical TV campaign
The only things anybody ever clicked on
My only victory for usability

Conventional wisdom
People will never accept sitting backwards on an aeroplane.”
“

So how didthey do that?
By breaking the hierarchical model.

Practicing Design Thinking requires

Holistic
Not just ‘design’, but technology, engineering, systems, distribution, people...
Design Thinking should affect and involve all of these and more.

Joined up
Not just going through the motions of collaboration (more meetings).
But open and generous.

Business focused
“At any given time, a team using design thinking should be able to give a sense of how strong a business they are creating”
Diego Rodriguez, IDEO

Redesign the organisation

The future?
The new (management) model will have to be more like the marketplace, and less like corporations of the past. It will need to be flexible, agile, able to quickly adjust to market developments, and ruthless in reallocating resources to new opportunities.”
http://bit.ly/cbS1h3
“

In conclusion

From
Update the packaging for Oreos.

To
Constantly evolve the experience of Oreo-ingto make it irresistibly pleasurable, useful and culturally relevant.

By
Becoming ‘corporate entrepreneurs’.

More
www.glyndot.com
@glyndot
www.albionlondon.com
@albionlondon

Thank you

http://digitalmedia02.blogspot.com	121
http://montsemonllau.com	47
http://glyndot.posterous.com	21
http://feeds.feedburner.com	2
http://www.digitalmedia02.blogspot.com	1
http://digitalmedia02.blogspot.tw	1

Design Thinking talk

by Glyn Britton on Oct 27, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 193

Statistics

Design Thinking talk — Presentation Transcript