Kevin, Atak, & Daniel Presented By: By Tim Brown Strategy by Design

Tim Brown: CEO of IDEO. IDEO: Helps companies innovate their products, services, environments through design. Has clients including HP, AT&T, Nestl é, Vodafone, NASA, BBC. “… begin with a deep exploration of business, human, and technical factors. Observe . Brainstorm . Prototype . Repeat . Introduction: Tim Brown and IDEO © Fast Company / Dorit Rabinovitch

Tim Brown:

CEO of IDEO.

IDEO:

Helps companies innovate their products, services, environments through design.

Has clients including HP, AT&T, Nestl é, Vodafone, NASA, BBC.

“… begin with a deep exploration of business, human, and technical factors. Observe . Brainstorm . Prototype . Repeat .

What is the purpose of a business strategy? To direct action towards a desired outcome. Bring clarity to an organization. Act as a “signpost”. Often leads to confusion and inaction. Business Strategy Traditional tools to communicate strategy are inadequate: Spreadsheets. PowerPoint decks. Words are highly open to interpretation. Result: Strategy gets trapped in abstractions.

What is the purpose of a business strategy?

To direct action towards a desired outcome.

Bring clarity to an organization.

Act as a “signpost”.

Often leads to confusion and inaction.

Traditional tools to communicate strategy are inadequate:

Spreadsheets.

PowerPoint decks.

Words are highly open to interpretation.

Result: Strategy gets trapped in abstractions.

People need to understand why you chose a certain strategy and what you attempt to create with it. In comes design! Design can help Create tangible and real outcomes. Create a clear picture not open to interpretation. Plays on emotional experience. Motorola example Why communicate strategy by Design?

People need to understand why you chose a certain strategy and what you attempt to create with it.

In comes design!

Design can help

Create tangible and real outcomes.

Create a clear picture not open to interpretation.

Plays on emotional experience.

Motorola example

IDEO's Model Hit the Streets: Observe Recruit T-Shaped People: Brainstorm Build to Think: Prototype Prototype Tells a Story Design is Never Done: Repeat

Hit the Streets: Observe

Recruit T-Shaped People: Brainstorm

Build to Think: Prototype

Prototype Tells a Story

Design is Never Done: Repeat

Real world strategies start with having fresh, original insights about your market and your customers. You can build an entire strategy based on your customers’ experiences with your organization. Service brands focus only on one interaction which they think they make money. Hit the Streets “ 1 ”

Real world strategies start with having fresh, original insights about your market and your customers.

You can build an entire strategy based on your customers’ experiences with your organization.

Service brands focus only on one interaction which they think they make money.

T-Shaped People Have a primary skill: Engineering, Finance. Have auxiliary skills: Psychology, Anthropology, Art. Observe and recognize patterns of behaviour that yield ideas. IDEO sends it’s T-Shaped teams out and lets them observe and return with notes, photos, recordings etc. Recruit T-Shaped People 2 “ “ Primary Skill Auxiliary Skills

T-Shaped People

Have a primary skill:

Engineering, Finance.

Have auxiliary skills:

Psychology, Anthropology, Art.

Observe and recognize patterns

of behaviour that yield ideas.

IDEO sends it’s T-Shaped teams out

and lets them observe and return with notes, photos, recordings etc.

Design Thinking = Prototyping Process Once a promising idea is started, build it What is a Prototype? Drawing, Model, or Film Remember: The short term goal is building a business strategy and not to create a close approximation to the finished product or service but to elicit feedback that will help you solve the problem ! 3 Build to Think “ “

Design Thinking = Prototyping Process

Once a promising idea is started, build it

What is a Prototype?

Drawing, Model, or Film

Remember:

The short term goal is building a business strategy and not to create a close approximation to the finished product or service but to elicit feedback that will help you solve the problem !

3 Rapid Prototyping Process What does this process involve? Kick-starting the innovation cycle by beginning to build your strategy itself. Unlocking people’s intuitions. Sharper and immediate feedback. Repeat the Process. GOAL : Progress is tested in a tangible way. Strategic thinking becomes more powerful.

What does this process involve?

Kick-starting the innovation cycle by beginning to build your strategy itself.

Unlocking people’s intuitions.

Sharper and immediate feedback.

Repeat the Process.

GOAL :

Progress is tested in a tangible way.

Strategic thinking becomes more powerful.

Prototyping Process = Evaluative Process Generates feedback, enables corrections. 4 Prototype Tells a Story Why does the Prototype tell a story? Way of visually and viscerally describing your STRATEGY– “Storytelling Process”. “ “

Prototyping Process = Evaluative Process

Generates feedback, enables corrections.

Why does the Prototype tell a story?

Way of visually and viscerally describing your STRATEGY– “Storytelling Process”.

4 Vocera-The Prototype Storyline Vocera: “ Beam me up, Scotty” device based on Star Trek Communicator. IDEO’s Five Minute FILM - scenario where everyone in the company had this device. How did Vocera communicate their business strategy? Their film had a STORYLINE- how one person in the company used the communicator to rapid assemble a Crisis Team

Vocera:

“ Beam me up, Scotty” device based on Star Trek Communicator.

IDEO’s Five Minute FILM - scenario where everyone in the company had this device.

How did Vocera communicate their business strategy?

Their film had a STORYLINE- how one person in the company used the communicator to rapid assemble a Crisis Team

Once you roll out new product, service or process you are not finished yet. Start on the next better version Example: notebook computer. Redesigned, and greatly improved hundreds of times. Same goes for strategy Strategy needs to change with market. 5 Design is Never Done “ “

Once you roll out new product, service or process you are not finished yet.

Start on the next better version

Example: notebook computer.

Redesigned, and greatly improved hundreds of times.

Same goes for strategy

Strategy needs to change with market.

ultimate cubicle DILBERT's

ultimate cubicle DILBERT's Observe Brainstorm Prototype Repeat

Observe

Brainstorm

Prototype

Repeat

punch bag with boss’ face aquarium hammock

More design thinking: Helps you attain clarity. Helps your organization understand where you are taking it. Helps you figure out whether you are on the right track. Enables you to adapt quickly to change. Toughest part is taking the first step Conclusion

More design thinking:

Helps you attain clarity.

Helps your organization understand where you are taking it.

Helps you figure out whether you are on the right track.

Enables you to adapt quickly to change.

Toughest part is taking the first step

Thank You