RGD Ontario Webinar: Strategy In Design: How To Create Meaningful & Successful Designs

July 5, 2011. 12 EST by Mel Lim President and Founder of Mel Lim Design LLC & JOY by Mel Lim STRATEGY IN DESIGN// HOW TO CREATE MEANINGFUL & SUCCESSFUL DESIGNS

RETAIL LICENSING / COLLABORATION PROTOTYPES SUSTAINABILITY DESIGN SERVICES BUSINESS INNOVATION PUBLISHING VENTURE PARTNERSHIPS WHO ARE WE?

QUESTION 1: WHO ARE YOU? A. CONSULTANT B. IN-HOUSE DESIGNER C. BRAND/ MARKETING MANAGER D. CEO/ BUSINESS OWNER E. EDUCATOR

WHAT IS DESIGN STRATEGY ? ECONOMICAL ENDURANCE EASIER SAFER TEAMWORK CULTURE BUILDING SWIFT & BOLD EXTRAVAGANT IT’S GAME PLAY.

QUESTION 2 : GET THE ELIXIR!
WOULD YOU CHOOSE...
A. THE ROPE? B. THE LADDER? C. TRIBE MEMBERS? D. DYNAMITE?

THINKING OUTSIDE THE BOX BUT WITHIN A FRAMEWORK. THE END IS JUST THE BEGINNING. LAUNCH REALIGNMENT EXPANSION PEOPLE PRODUCT MARKETING VENUE

STRATEGIES VS. STRATEGIES BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN “ We want you to redesign our website.” “ Why?” CLIENT DESIGNER WHAT KIND OF BUSINESS PROBLEMS AM I SOLVING? OUR SALES HAVE DROPPED BY 15%.

STRATEGIES VS. STRATEGIES BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN “ We want you to redesign our website.” CLIENT OUR SALES HAVE DROPPED BY 15%. DESIGNER
POSSIBLE SOLUTIONS?
- IMPROVING PRODUCT SELECTION?
- IMPROVING CUSTOMER SERVICE?
- CONSIDER SEARCH ENGINE ADS?
- EBLAST, NEWSLETTERS & COUPONS?
EXTERNAL PARTNERSHIPS SUCH
GROUPON, BLOGS, GIVEAWAYS?
IS THIS A DESIGN SOLUTION OR MARKETING/SALES SOLUTION?
BUSINESS PROBLEMS? MARKETING STRATEGY SALES STRATEGY BRAND STRATEGY DESIGN STRATEGY

QUESTION 3: WHAT IS THE MOST COMMON OBJECTIVE IN YOUR DESIGN PROJECT? A. TO CREATE A BETTER PRODUCT/ SERVICE B. TO IMPROVE CUSTOMER EXPERIENCE/ SERVICE C. TO INCREASE BRAND AWARENESS D. OTHERS

ASK PERTINENT QUESTIONS PER TOUCH POINT. MONEY TIME PEOPLE SOCIAL + CULTURAL TECHNOLOGY ENVIRONMENTAL // Scope of work // Expectations // Deliverables // Timeframe // Align with strategies // Do it right the first time // Internal team members // External team members // Expertise and skills // Research // User experience // Human factors // Technology to relate // Technology to innovate // Technology to inspire // Environmental impacts // Sustainability // Alternative methods // Business goals and strategies // Why are we designing this product/collateral in the first place? // What are you proposing to change in your industry? HOW TO SET A HOLISTIC FRAMEWORK ?

IT’S ABOUT THE DESIGN PROCESS + CLIENT MANAGEMENT HOW TO KEEP YOUR DESIGN RELEVANT TO YOUR CLIENT’S GOALS? // WHAT IS YOUR DESIGN PROCESS? // WHAT THE CLIENT WANTS VS. WHAT THEY NEED? // CLIENT’S EXPECTATIONS VS. NEW IDEAS // CLIENT MANAGEMENT + METHODOLOGIES I WANT TO BE LIKE APPLE! (SO DOES EVERYONE ELSE) DESIGN BRIEF BRAINSTORM/ IDEATE FEEDBACK PROTOTYPE REFINING FEEDBACK FEEDBACK DELIVERABLES

QUESTION 4: DO YOU USE SOCIAL MEDIA
AS A MARKETING TOOL?
IF ONLY 7% OF AMERICANS USE TWITTER AND ONLY 21% OF IT’S USERS ARE ACTIVE, HOW RELIABLE IS THE DATA? Based on figures obtained from Arbitron-Edison Research in 2010.

AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIAL HOW TO INTEGRATE OUTSIDE RESOURCES? PEOPLE TECHNOLOGY // To embrace or reject // How and when to use // In what context // Growth + sustainability // Building your team // Work with teammates outside of your skills set // Hire or work with people smarter than you // Your client IS your team member

AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIAL HOW TO INTEGRATE OUTSIDE RESOURCES? “ This blogging thing sucks.” CLIENT WE ARE NOT GAINING ANY TRACTION. “ We can’t use blue. Our fans hate it.” CLIENT OUT OF 500 FANS, 10 OF THEM HATE BLUE. SCENARIO #1 SCENARIO #2 IT’S A PEOPLE PROBLEM. IT’S A DATA/ TECHNOLOGY PROBLEM.

ONE IS RATIONAL AND ONE IS SUBJECTIVE BUT BOTH EQUALLY IMPORTANT. WHAT IS MEANINGFUL & SUCCESSFUL VS. BEAUTIFUL & COOL? MEANINGFUL & SUCCESSFUL BEAUTIFUL & COOL // What is the user experience? // Did the design improve the human experience? Or change it’s industry? // What is the social and cultural impact? // Did it set a new benchmark? // Is it design award worthy? // So what if the design IS beautiful. It’s supposed to be! // Did the design change the way you see or use the product/ service? // Did it set a new benchmark? // Is it design award worthy? FORM VERSUS FUNCTION VERSUS FORM

EVALUATE INTERNAL AND EXTERNAL GOALS. HOW TO SETUP A METRIC TO MEASURE “DESIGN” SUCCESS? BUSINESS GOALS DESIGN GOALS // Did the design project achieve client’s end goal? // What were the numbers pre-design and post-design? // Did the design help your client gain new opportunities? // Did your team push for excellence? // Did your team design something new and refreshing that is noteworthy? // Did you explore new methods and processes that were innovative for your client?

QUESTION 5: WHAT IS DESIGN EXCELLENCE
VERSUS GOOD DESIGN?
EMAIL ME: [email_address] TWEET: MELLIMBACE

Designing For Growth by Jeanne Liedtka & Tim Ogilvie A Fine Line by Harmut Esslinger Design Driven Innovation by Roberto Verganti The Design of Business: Why Design Thinking Is The Next Competitive Advantage by Roger Martin Rule of Thumb by Alan Webber Sketching User Experiences by Bill Buxton UK Design Council THANK YOU email: mel@mellim.com design: www.mellim.com products: www.joybymellim.com twitter: mellimbace blog: mellim.com/bace REFERENCES

http://www.mellim.com	38
http://mld2.mellim.com	14
url_unknown	2
http://feeds.feedburner.com	2

RGD Ontario Webinar: Strategy In Design: How To Create Meaningful & Successful Designs

by Mel Lim Design LLC on Jul 05, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 56

Statistics

RGD Ontario Webinar: Strategy In Design: How To Create Meaningful & Successful Designs — Presentation Transcript