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July 5, 2011. 12 EST      STRATEGY IN DESIGN//HOW TO CREATE MEANINGFUL    & SUCCESSFUL DESIGNS                            ...
WHO ARE WE?  DESIGN SERVICES                                              RETAILBUSINESS INNOVATION                       ...
QUESTION 1: WHO ARE YOU?           A. CONSULTANT           B. IN-HOUSE DESIGNER           C. BRAND/ MARKETING MANAGER     ...
WHAT IS DESIGN STRATEGY?                                                        IT’S GAME PLAY.ECONOMICAL   EASIER      TE...
QUESTION 2 : GET THE ELIXIR!             WOULD YOU CHOOSE...            A. THE ROPE?            B. THE LADDER?            ...
THINKING OUTSIDE THE BOX                          BUT WITHIN A FRAMEWORK. THE END IS JUST THE BEGINNING.                  ...
STRATEGIES VS. STRATEGIES                                       BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN “...
STRATEGIES VS. STRATEGIES                                                        BUSINESS STRATEGIES: MARKETING, SALES, BR...
QUESTION 3: WHAT IS THE MOST COMMONOBJECTIVE IN YOUR DESIGN PROJECT?           A. TO CREATE A BETTER PRODUCT/ SERVICE     ...
HOW TO SET A                                                                                                         HOLIS...
HOW TO KEEP YOUR DESIGN                                           RELEVANT TO YOUR CLIENT’S GOALS?                        ...
QUESTION 4: DO YOU USE SOCIAL MEDIA            AS A MARKETING TOOL?           IF ONLY 7% OF AMERICANS USE TWITTER AND ONLY...
HOW TO INTEGRATE OUTSIDE RESOURCES?                                                    AGILITY, OPENNESS, EXPERIMENTAL + E...
HOW TO INTEGRATE OUTSIDE RESOURCES?                                                          AGILITY, OPENNESS, EXPERIMENT...
WHAT IS MEANINGFUL & SUCCESSFUL                                           VS. BEAUTIFUL & COOL?                           ...
HOW TO SETUP A METRIC TO                                                             MEASURE “DESIGN” SUCCESS?            ...
QUESTION 5: WHAT IS DESIGN EXCELLENCE            VERSUS GOOD DESIGN?           EMAIL ME: INFO@MELLIM.COM           TWEET: ...
THANK YOU                                                                       email: mel@mellim.com                     ...
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RGD Ontario Webinar: Strategy In Design: How To Create Meaningful & Successful Designs

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In this webinar, Mel Lim, founder of Mel Lim Design, will reveal how her studio and team create designs through strategies and methodologies that are unique to each of the brands and businesses they serve.

Mel will discuss these top 5 questions:
// How to set a holistic framework
// How to keep your design relevant to your client's business goals/objectives
// How to integrate outside resources and technologies and keep them aligned to your project goals
How to define these terms: "meaningful and successful" versus "beautiful and cool"
// How to setup a metric to measure design "success"

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

  1. 1. July 5, 2011. 12 EST STRATEGY IN DESIGN//HOW TO CREATE MEANINGFUL & SUCCESSFUL DESIGNS by Mel Lim President and Founder of Mel Lim Design LLC & JOY by Mel Lim
  2. 2. WHO ARE WE? DESIGN SERVICES RETAILBUSINESS INNOVATION LICENSING / COLLABORATION PUBLISHING PROTOTYPESVENTURE PARTNERSHIPS SUSTAINABILITY
  3. 3. QUESTION 1: WHO ARE YOU? A. CONSULTANT B. IN-HOUSE DESIGNER C. BRAND/ MARKETING MANAGER D. CEO/ BUSINESS OWNER E. EDUCATOR
  4. 4. WHAT IS DESIGN STRATEGY? IT’S GAME PLAY.ECONOMICAL EASIER TEAMWORK SWIFT & BOLDENDURANCE SAFER CULTURE BUILDING EXTRAVAGANT
  5. 5. QUESTION 2 : GET THE ELIXIR! WOULD YOU CHOOSE... A. THE ROPE? B. THE LADDER? C. TRIBE MEMBERS? D. DYNAMITE?
  6. 6. THINKING OUTSIDE THE BOX BUT WITHIN A FRAMEWORK. THE END IS JUST THE BEGINNING. PEOPLE LAUNCH VENUE PRODUCTREALIGNMENTEXPANSION MARKETING
  7. 7. STRATEGIES VS. STRATEGIES BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN “We want you to redesign “ Why?” our website.” WHAT KIND OF BUSINESS PROBLEMS AM I SOLVING?OUR SALES HAVE DROPPED BY 15%. CLIENT DESIGNER
  8. 8. STRATEGIES VS. STRATEGIES BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN POSSIBLE SOLUTIONS? BUSINESS PROBLEMS? “We want you - IMPROVING PRODUCT SELECTION? MARKETING STRATEGY - IMPROVING CUSTOMER SERVICE? - CONSIDER SEARCH ENGINE ADS? to redesign SALES STRATEGY - EBLAST, NEWSLETTERS & COUPONS? -EXTERNAL PARTNERSHIPS SUCH our website.” BRAND STRATEGY GROUPON, BLOGS, GIVEAWAYS? -IS THIS A DESIGN SOLUTION OROUR SALES HAVE DROPPED BY 15%. MARKETING/SALES SOLUTION? DESIGN STRATEGY CLIENT DESIGNER
  9. 9. QUESTION 3: WHAT IS THE MOST COMMONOBJECTIVE IN YOUR DESIGN PROJECT? A. TO CREATE A BETTER PRODUCT/ SERVICE B. TO IMPROVE CUSTOMER EXPERIENCE/ SERVICE C. TO INCREASE BRAND AWARENESS D. OTHERS
  10. 10. HOW TO SET A HOLISTIC FRAMEWORK? ASK PERTINENT QUESTIONS PER TOUCH POINT. // Business goals and strategies // Why are we designing this product/collateral in the first place? // What are you proposing to change in your industry? MONEY TIME PEOPLE SOCIAL + CULTURAL TECHNOLOGY ENVIRONMENTAL// Scope of work // Timeframe // Internal team members // Research // Technology to relate // Environmental impacts// Expectations // Align with strategies // External team members // User experience // Technology to innovate // Sustainability// Deliverables // Do it right the first time // Expertise and skills // Human factors // Technology to inspire // Alternative methods
  11. 11. HOW TO KEEP YOUR DESIGN RELEVANT TO YOUR CLIENT’S GOALS? IT’S ABOUT THE DESIGN PROCESS + CLIENT MANAGEMENT DESIGN BRIEF BRAINSTORM/ FEEDBACK PROTOTYPE FEEDBACK REFINING FEEDBACK DELIVERABLES IDEATE // WHAT IS YOUR DESIGN PROCESS? // WHAT THE CLIENT WANTS VS. WHAT THEY NEED? I WANT TO BE // CLIENT’S EXPECTATIONS VS. NEW IDEAS LIKE APPLE!(SO DOES EVERYONE ELSE) // CLIENT MANAGEMENT + METHODOLOGIES
  12. 12. 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.
  13. 13. HOW TO INTEGRATE OUTSIDE RESOURCES? AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIAL PEOPLE TECHNOLOGY// Building your team // To embrace or reject// Work with teammates outside of your skills set // How and when to use// Hire or work with people smarter than you // In what context// Your client IS your team member // Growth + sustainability
  14. 14. HOW TO INTEGRATE OUTSIDE RESOURCES? AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIALSCENARIO #1 SCENARIO #2 “We can’t use “This blogging blue. Our fans thing sucks.” hate it.” WE ARE NOT GAINING ANY TRACTION. OUT OF 500 FANS, 10 OF THEM HATE BLUE. IT’S A PEOPLE PROBLEM. IT’S A DATA/ TECHNOLOGY PROBLEM. CLIENT CLIENT
  15. 15. WHAT IS MEANINGFUL & SUCCESSFUL VS. BEAUTIFUL & COOL? ONE IS RATIONAL AND ONE IS SUBJECTIVE BUT BOTH EQUALLY IMPORTANT. FORM VERSUS FUNCTION VERSUS FORMMEANINGFUL & SUCCESSFUL BEAUTIFUL & COOL // So what if the design IS beautiful. It’s// What is the user experience? supposed to be!// Did the design improve the human // Did the design change the way you seeexperience? Or change it’s industry? or use the product/ service?// What is the social and cultural impact? // Did it set a new benchmark?// Did it set a new benchmark? // Is it design award worthy?// Is it design award worthy?
  16. 16. HOW TO SETUP A METRIC TO MEASURE “DESIGN” SUCCESS? EVALUATE INTERNAL AND EXTERNAL GOALS. BUSINESS GOALS DESIGN GOALS// Did the design project achieve client’s end goal? // Did your team push for excellence?// What were the numbers pre-design and post-design? // Did your team design something new and// Did the design help your client gain new opportunities? refreshing that is noteworthy? // Did you explore new methods and processes that were innovative for your client?
  17. 17. QUESTION 5: WHAT IS DESIGN EXCELLENCE VERSUS GOOD DESIGN? EMAIL ME: INFO@MELLIM.COM TWEET: MELLIMBACE
  18. 18. THANK YOU email: mel@mellim.com design: www.mellim.com products: www.joybymellim.com twitter: mellimbace blog: mellim.com/bace REFERENCES Designing For Growth by Jeanne Liedtka & Tim Ogilvie A Fine Line by Harmut Esslinger Design Driven Innovation by Roberto VergantiThe 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

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