Rebirth of Slick: Why Great Design Will Make People Love Your Company

REBIRTH OF SLICK Why Design is Cool, and Why It Will Make People Love Your Company KELSEY RUGER | @themoleskin 2nd Edition #bigd10

START WITH WHY

A LOVE SUPREME Acknowledgement “I never even thought about whether or not they understand what I'm doing . . . the emotional reaction is all that matters as long as there's some feeling of communication, it isn't necessary that it be understood.”

In the early 1990s, while hard-core rap artists like Dr. Dre and Tupac dominated the charts, Digable Planets chose a road that ignored gangsta culture.

DIGABLE PLANETS DIDN’T SET OUT TO CREATE SOMETHING THAT WAS COOL

THINK ABOUT WHAT WE MEAN WHEN WE LABEL SOMETHING COOL

rs have that ese ch aracte tics do th erican cool? racteris t of Am What cha embo dimen de them the ma

BEYOND THE OBVIOUS THREE IDEAS are inspired by cool subjec t: m. br ando - a0043 s4 - 789 an t: j. de subjec sub jec t: c. g ran t-0 04 34

FOLLOW YOUR OWN PATH when they zig you should zag

BE UNIQUE run from the pack

TAKE CALCULATED RISKS innovation happens in the dragon gap

OK, BUT WHAT DOES IT MEAN? Design thinking and design copying aren’t the same Don’t fear jumping into the dragon gap. What you believe matters more than w hat you do. Design is very much entrepreneurial Learn, Act & Do like a designer. Favor frameworks over rules & process Don’t chase cool. Be inspired by cool.

A Love Supreme Resolution “All a musician can do is to get closer to the sources of nature, and so feel that he is in communion with the natural laws.” 1965

WHICH COMPANIES HAVE A COOL FACTOR? Dell Toyota CVS Pharmacy Apple BMW MTV HEB Amazon Costco Microsoft Proctor & Gamble Zappos Sears Nike Corning Industries Disney Converse Target General Mills J.C. Penney Dow Chemical Starbucks Walmart Equifax Ofﬁce Depot Haliburton Estee Lauder Grey Goose Continental IKEA American Airlines Virgin Airlines General Electric Panasonic Boeing Google

TS? UL ES R

WE OFTEN CONFUSE THE PROCESS OF DESIGN THINKING WITH THE ACT OF DESIGN DOING

ARE YOUR GOALS TOO REASONABLE? sounds mediocre ugh? what if it’s new? r n ee ds me t cus to 1. Mee marke t to uce t im e how about 2 . Re d es eliminating re so urc timize rs them? 3. Op l bar rie n ctiona uce fu 5. Re d cultur e ate cor por uh... yeah 6. C hange right

WD D WHAT DID APPLE DO?

WW D WHAT WOULD APPLE DO?

These companies don’t have enduring relevant bands because of short sighted, gimmicky campaigns, a dash of bling or a viral web site.

Relevance creates long term value.

RELEVANCE IS COOL * * *

You can’t buy or borrow cool from a brand it has to be designed in. Don’t look for it on the outside. Be authentic. WHERE IS THAT MAGIC WHICH WILL MAKE YOUR PRODUCT THE “IPOD” OF YOUR INDUSTRY?

BRAND IS DESIGNED WHEN YOU TAKE SUBSTANTIAL RISK AND FACE THE POSSIBILITY OF REAL FAILURE

A LOVE SUPREME Pursuance “Sometimes I wish I could walk up to my music for the first time, as if I had never heard it before. Being so inescapably a part of it, I’ll never know what the listener gets, what the listener feels, and that’s too bad.”

WHEN YOU SPEND TIME CHASING COOL YOU DON’T DO THE THINGS THAT MAKE YOU COOL

DESIGN IS THE FUNDAMENTAL SOUL OF THE COMPANY THAT EXPRESSES ITSELF THROUGH AN END RESULT - THE PRODUCT - Steve Jobs

inspired by cool

Chasing Cool

ar too na rrowly. deﬁne design f Mos t people

THE TRANSITION FROM CHASING DESIGN DOING TO BEING INSPIRED BY SOLID DESIGN THINKING

EAUT WHAT YOU SEE IS NOT WHAT YOU GET

DESIGN IS THE entire experience not just this

DESIGN IS THE entire experience Usefulness + Operability x Meaning = Signiﬁcance

THE AESTHETICS OF MANAGEMENT CONTRAST How can we diﬀerentiate ourselves? DEPTH How can we succeed on many levels? FOCUS What should we not do? HARMONY How can we achieve synergy? INTEGRITY How can we forge the parts into a whole? LINE What is our trajectory over time? MOTION What advantages can we gain from speed? NOVELTY How can we use the element of surprise? ORDER How should we structure our organization? PATTERN Where have we seen this before? REPETITION Where are the economies of scale? RHYTHM How can we optimize time? PROPORTION How can we keep our strategy balanced? SCALE How big should our business be? SHAPE Where should we draw the edges? TEXTURE How do the details enliven our culture? UNITY Where is the highest order solution? VARIETY How can diversity drive innovation.

Simply Chasing cool is a really bad idea; inspired by cool is a great idea. Don’t do it because you research it, do it because you breathe it. - Russell Simmons KING LO OK LIKE? OES DES IGN THIN WHAT D

Simply Chasing design is a really bad idea; inspired by design is a great idea. Don’t do it because you research it, do it because you breathe it.

A LOVE SUPREME Psalm To be a musician is really something. It goes very, very deep. My music is the spiritual expression of what I am - my faith, my knowledge, my being."

THEY ALWAYS TREAT DESIGN AS A PROCESS NOT AS AN EVENT

DESIGN THINKING IS NOT AN EVENT IT’S A PROCESS

DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS here INSPIRATION IDEATION ACTION INNOVATION 1 2 3 and here

DON’T FAVOR PRODUCTION OVER DESIGN

SHIFT FROM INDUSTRIAL TO CREATIVE MINDSET

People talk about their functions in the organization. Human organizations are not at all like mechanisms. I mean they have hierarchies, responsibilities and different roles - but a human organization is much more like an organism. PROCESS TELLS US HOW TO BUILD. IT DOESN’T HELP WITH WHAT TO BUILD.

DON’T DEPEND HEAVILY ON METRICS OR COMMON WISDOM

BECOME OVERLY CONSERVATIVE OBSESSED WITH MEETING THE NUMBERS EMOTIONALLY AND ANALYTICALLY DETACHED WOULD RATHER BUY SUCCESS INSTEAD OF EARNING IT EMPHASIZE THE WRONG HEROES

YOU HAVE TO LEARN HOW TO FLIP THE VALUE CHAIN AKA DESIGN EXPERIENCE CHAIN VISION? IT’S OUR PEOPLE WE MIGHT WE DIDN’T WHAT’S HOT ON THE ARE LAZY/ NEED A NEW MEET OUR RIGHT NOW? WEBSITE. UNSKILLED PRODUCT NUMBERS COMPANIES FOCUSED ON TRAILING INDICATORS VISION CULTURE INNOVATION GROWTH VALUE COMPANIES FOCUSED ON LEADING INDICATORS HOW DO WE PEOPLE FIND WHY DO WE HOW DO WE INTEGRATE HOW DO WE VALUE IN DO THIS SHARE THE OUR VISION DESIGN THE WHAT WE ANYWAY? MESSAGE? IN THE EXPERIENCE? OFFER WORK?

DON’T LEAD WITH EFFICIENCY AND CUT COSTS LATER

DON’T SPEND ALOT JUST DO WHAT ACME DID THAT DOESN’T FIT OUR PROCESS DON’T SCREW THIS UP

BAKE DESIGN INTO THE CORE & BUILD EXPERIENCE OUT

WHAT’S THE BEST PART OF AN APPLE PIE?

BE CAPABLE OF TELLING A MEANINGFUL STORY ABOUT YOUR BRAND OR COMPANY

Make It Meaningful Tell me a engaging story I like experiences Looks matter but how I feel matters more CONSUMER MINDSET: THE PLAN

WE JUST “GET IT” A GOOD STORY ILLUSTRATES HUMAN EMOTION

The “values in action” The “vision” stories stories The “why am I here” T he “teaching” stories stories Th e “who am I” ” The “I k now what yo u are thinking Stories stories CAN YOU TELL THESE STORIES?

DON’T TRY TO MIMIC THE ACTION TAKEN LOOK TO BE INSPIRED BY THE INTENDED MOTIVE

Treating design as a veneer You create “objects” instead of IT’S USUALLY A experience VICIOUS CYCLE Design isn’t a THAT IGNORES DESIGN part of every role The experience isn’t designed

DON’T OUTSOURCE VISION DON’T BE A SLAVE TO TODAY’S TRENDS

DON’T FOLLOW YOUR CUSTOMERS LEAD THEM

YOU MAY NOT GET YOUR ANSWER FROM ASKING BUT YOU CAN GET IT FROM OBSERVING

FOCUS ON SOLVING HUMAN NEEDS INSTEAD OF TECHNICAL PROBLEMS

TEACH CENTER DRIVEN AUTHENTICITY

DON’T END WITH THE INSIGHTS GREAT IDEAS LEAD TO ANSWERS

Thanks A gain! KELSEY RUGER http://www.themoleskin.com http://www.twitter.com/themoleskin http://www.slideshare.net/themoleskin

http://www.slideshare.net	655
http://robertstackhouse.com	608
http://www.chaione.com	584
http://www.themoleskin.com	255
http://humancenteredbusiness.com	13
http://www.qcait.com	11
http://www.felgner.ch	9
http://michaelbatistich.com	9
http://flavors.me	9
http://www.litmanlive.me	6
http://www.e-presentations.us	5
http://sokolinski.posterous.com	3
http://chaione.com	2
http://www.litmanlive.co.uk	2
http://www.lmodules.com	1
http://translate.googleusercontent.com	1
http://www.twylah.com	1

Rebirth of Slick: Why Great Design Will Make People Love Your Company

by Kelsey Ruger on May 29, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

Embed Views

Statistics

Rebirth of Slick: Why Great Design Will Make People Love Your Company — Presentation Transcript

Get analytics right now with SlideShare PRO

An effective way to find out who is viewing your content

Remove ads from all your pages with SlideShare PRO

Your viewers will engage with your content, not ads