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Design Strategy: The Rise of a New Culture

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IIDEX 2013
Abstract: This presentation aims to put strategic design into perspective as a new culture of decision-making. Design strategy is about creating roadmaps and brand experiences that are transcendent and resilient. It is about processes that embark on social engagement as a catalyst for systemic organizational change. It is about systems of products and services that are strategically innovative and holistic. Design strategy is about a mindset, a way of thinking and a set of tools that help businesses, organizations and institutions realize what it is that they should be doing next, how they can do it, and most importantly, why they should be doing it in the first place.

Published in: Design
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  • A really well thought out and inspiring presentation! Thank you for sharing!
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  • Bookmarking because this is long, but worth the read... I've made it to slide 35 or so, and definitely want to dive back in! Perhaps with a glass of wine for the next chapter!
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Design Strategy: The Rise of a New Culture

  1. 1. Design Strategy The Rise of a New Culture
  2. 2. CHA NGE
  3. 3. Changing Context The world we live in is changing.
  4. 4. Eternal 
 Student 
 Loans
  5. 5. Life Long Renting
  6. 6. Increasing Employee Turnovers
  7. 7. Infrastructural Challenges
  8. 8. Ballooning National Deficit
  9. 9. Energy Crisis
  10. 10. Environmental Disasters
  11. 11. Conflict 
 and War
  12. 12. Changing Purpose What we seek is changing.
  13. 13. Education Reform
  14. 14. Global 
 Supply Chain
  15. 15. CSR to CSV
  16. 16. High Performance Organizations
  17. 17. Strategic 
 Growth
  18. 18. Alternative Energies
  19. 19. Global 
 Livability 
 Index
  20. 20. Technological Leap
  21. 21. Innovation To Boldly Go.
  22. 22. Changing Behavior How we see and do things is changing.
  23. 23. Historically, there have been three kinds of jobs.
  24. 24. Maker Seller You make something that someone else wants to buy. You sell something that someone else has made. Provider You provide a service that someone else will pay for, because it makes them feel better for having it.
  25. 25. But this is changing too!
  26. 26. We are in an era that industrial design is more and more about designing industries.
  27. 27. An era that design thinkers are re-imagining 
 healthcare and education systems.
  28. 28. An era that strategists are looking at open 
 governance and new methods of policy making.
  29. 29. We are in an era that its not only about 
 b-school and d-school anymore.
  30. 30. How did this change happen?
  31. 31. DISCIPLINARITY
  32. 32. INTERDISCIPLINARITY
  33. 33. MULTIDISCIPLINARITY
  34. 34. TRANSDISCIPLINARITY
  35. 35. POSSIBILITY TRANSDISCIPLINARITY TOOLS SYNTHESIS ANALYSIS ITERATION COLLABORATION ENGAGEMENT INNOVATION MULTIDISCIPLINARITY TOOLS SYNTHESIS ANALYSIS ITERATION COLLABORATION INVENTION INTERDISCIPLINARITY TOOLS DISCOVERY SYNTHESIS ANALYSIS ITERATION DISCIPLINARITY TOOLS SOLUTIONS SYNTHESIS ANALYSIS SUBJECTIVE OBJECTIVE SOLUTIONS APPROPRIATE SOLUTIONS SYSTEMATIC SOLUTIONS HOLISTIC
  36. 36. Things are changing, and they are changing fast.
  37. 37. Design Strategy The Rise of a New Culture
  38. 38. Design Strategy The Rise of a New Culture
  39. 39. The definition, its history and what it does in an exponentially changing world. ! How it re-interprets a successful business model that is constantly changing. ! What are some of the tools that design strategists use in the process.
  40. 40. Design Design is the creative process of materializing the immaterial, externalizing the internal, and generating reality by transforming resources for human purposes. ! — Educating for Creativity - Luigi Ferrara, 2012
  41. 41. Strategy The art of planning a purpose-driven 
 roadmap that reaches your goals.
  42. 42. Design Strategy Design strategy is the bias; the direction that helps businesses, organizations and institutions realize 
 what it is that they should be doing next, how they can 
 do it, and most importantly, why they should be 
 doing it in the first place.
  43. 43. A Brief History
  44. 44. Sun-Tzu: Art of War
  45. 45. Carl Von Clausewitz: On War
  46. 46. Normandy Invasion
  47. 47. Chess and the Art of Survival and Success
  48. 48. Purpose-Driven Leadership
  49. 49. Let’s do some strategy!
  50. 50. Henry Mintzberg’s Schools of Strategy
  51. 51. #survival
  52. 52. #success
  53. 53. #winning
  54. 54. Framework
  55. 55. A Purpose-driven strategy always starts with the ‘why’.
  56. 56. What do we do? How do we do it? Why do we do it?
  57. 57. What do we do? How do we do it? Why do we exist?
  58. 58. Process
  59. 59. Design Test Iterate Generate Design Strategy Research Synthesis Insight Understand Engage Communicate Connect Integrate
  60. 60. Case 1 PlayLab
  61. 61. WHY HOW Nurturing Young Innovators Complementing STEM education by fostering 
 21st century skill sets: ! Critical Thinking Collaboration Communication Creativity WHAT Play-based after school programs for grade 1-6
  62. 62. Case 2 People Change Places
  63. 63. WHY HOW WHAT Most livable city in Bíobío region and Chile by 2035. Establishing a model for high performance urbanism in Chile. Implementation of 6 tactical revitalization programs: ! Housing Public Spaces Institutional Restoration Enhanced Mobility Economic Diversification Community Engagement
  64. 64. Tools
  65. 65. Research 
 to Insight Strategy Management Communication 
 by Design Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting Horizon Scanning and Foresight Stakeholder Engagement Relationship Management New Business Development RFP and Proposal Generation Costing and Scheduling Scenario Building Persona Profiling Narrative Writing Storyboarding Content Development Visual Identity Brand Asset Development Experience Design Information Architecture Wireframing and UI Design Graphic Design for Web and Print Product Design and Development Service Design Spatial Programming
  66. 66. Research 
 to Insight Strategy Management Communication 
 by Design Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting Horizon Scanning and Foresight Stakeholder Engagement Relationship Management New Business Development RFP and Proposal Generation Costing and Scheduling Scenario Building Persona Profiling Narrative Writing Storyboarding Content Development Visual Identity Brand Asset Development Experience Design Information Architecture Wireframing and UI Design Graphic Design for Web and Print Product Design and Development Service Design Spatial Programming
  67. 67. Brand Semiotics Studying the Signs
  68. 68. Semiotics refers to the science of studying signs and interpretation of their meaning by individuals or groups of people.
  69. 69. Verbal Linguistics and Literary Semiotics Visual Design and Gestalt Grammar 
 of Visual Language Cultural Psychosocial Studies and Meaning Generation
  70. 70. Research 
 to Insight Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics ! Brand Positioning Landscape Analysis Brand Equity Enrichment
  71. 71. Backcasting Realizing Realities and Implementing Strategies
  72. 72. Backcasting approaches the challenge of discussing the future from the opposite direction.
  73. 73. It starts with defining a desirable future, then working backwards to identify policies, programs, and stakeholders that will connect the future to the present.
  74. 74. Strategy Management Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting ! Resource Management Time Management Realistic Expectations Metrics Implantable Roadmap
  75. 75. Storyboarding The Narrative Structure
  76. 76. Storytelling is so hot right now, right?
  77. 77. Storytelling is as old as mankind; and we do it everyday.
  78. 78. It is how we remember things, and how we turn those memories into beliefs.
  79. 79. Storyboarding is the art of creating a visual structure and a narrative arch for our stories.
  80. 80. Stories that are memorable.
  81. 81. PROVOKE
  82. 82. PROVE
  83. 83. EVOKE
  84. 84. PROVOKE PROVE EVOKE
  85. 85. Communication 
 by Design Scenario Building Persona Profiling Narrative Writing Storyboarding ! Hook ‘em in 20 seconds! Clarity Strong Value Proposition
  86. 86. Design Strategy Design strategy is the mindset, the bias, the collective way of thinking that leads to creation and implementation of strategic organizational objectives.
  87. 87. Design Strategist A Multi-T-shaped design strategist analyzes complex problems and designs practical pathways and holistic business solutions to achieve those said objectives.
  88. 88. Design Strategy The Rise of a New Culture
  89. 89. Design Strategy The Rise of a New Culture
  90. 90. How design strategy, as a bias, can help develop, establish and maintain an organizational ‘creative culture’ that is resilient and evolves with change.
  91. 91. What is this ‘creative culture’?!
  92. 92. Bean Bags and Chalkboards
  93. 93. Although the environment and dynamic workplace are important, there is a collection of ingredients that contribute to an organization’s culture.
  94. 94. 1 Embrace transdisciplinarity.
  95. 95. 2 Emphasize transparency.
  96. 96. 3 Communicate effectively.
  97. 97. 4 Establish collective beliefs and values.
  98. 98. 5 Make it known why you do what you do.
  99. 99. Pixar 
 Studios Fostering Collective Creativity
  100. 100. TED 
 Airlines Misalignment of Organizational Culture and Customer Values
  101. 101. “‘Culture’ is one of those fuzzy terms that makes business analysts roll their eyes, but its true power lies in the fact that, unlike other competitive advantages, it is nearly impossible to copy, and that’s what makes it the real ‘secret sauce.’” ! — Rotman Magazine - Sohrab Vossoughi, 2013
  102. 102. Changing an organization’s culture is like changing someone’s personality! It is possible but it means a true shift in beliefs.
  103. 103. It entails more than establishing a new policy and making a few new hires.
  104. 104. How can integrating design strategy as a mindset help?
  105. 105. By designing roadmaps and brand experiences that are transcendent and resilient.
  106. 106. By designing processes that embark on engagement as a catalyst for systemic organizational change.
  107. 107. By designing systems of products and services that are strategically innovative and holistic.
  108. 108. CHA NGE
  109. 109. Be ready for change. Embrace change. Realize change as an evolutionary process. Deconstruct your organizational culture. Rediscover your core culture. Establish that culture as a transcendent experience. Design the conditions for systemic change. Manage the change and let it grow. Know why.
  110. 110. “An authentic culture, at the very soul of a business, is something competitors cannot imitate. Like soul, culture is intangible. Yet given a little inspiration, this intangible commodity can be converted into untold wealth.”
  111. 111. “Incredibly, the next big wave of growth will come from businesses whose leaders know how to convert low-cost intangibles like culture into high bottom-line value.” ! — Lead by Greatness - David Lapin, 2012
  112. 112. Design Strategy The Rise of a New Culture

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