Design is a Verb

Design is not an object,
design is an action,
a verb.

©2013 Studio Peter Van Riet nv, all rights reserved.

Creative
Outlaw


Changing
Changes

Consumer

Sustainability


Digital


Internet of
Things


Technology

"Its is not the strongest of the
species that survive, nor the
most intelligent, but the one
most responsive to change.”
Charles Darwin


Battleﬁelds


STATUS QUO IS NO
LONGER AN OPTION
NEED FOR
INNOVATION

Vision &
Strategy


Brand


Product &
Service


Culture &
Organisation


Be Different!

Activate
Creativity

Design is the process of
discovering opportunities
and turning them into
usable solutions.


The ability to see order in
chaos is called creativity
Creativity = Ideas
Design = The application of ideas
Innovation = The application of ideas to create business value

Innovation is the ability to convert ideas into invoices.


Creativity is the path to the future.
Design should reﬂect company DNA.
Without a story, there’s no movie.
Unlearn what you know, learn from what you don’t.
Failure leads to insight, success to stagnation.
Ideas are bigger than budgets
Collaboration drives creativity
MANIFESTO
Someone else is already moving.


Design


Why
Why
Why

Thinking
Doing First Think
Then Make
Do in order to know
Know in order to do better


DESIRABILITY
FEASABILITY
VIABILITY

1. USER
IDENTIFY Know who your users are
LOOK Observe them
INVOLVE Engage them
TRY Be them

UNDERSTAND THEM !


2. BRAINSTORM
Future Sketching
Idea Generation
Blue Ocean
Strategies
Feasibility
Budget

DIVERGE CONVERGE
CREATE CHOICES MAKE CHOICES


3. PROTOTYPE
IMPROVE THROUGH ITERATION


Tools

Internal Analysis External Analysis

Value Chain Analysis Technology Scan
Stakeholder Analysis Buying Patterns
Competitor Analysis Trend Analysis
Ecological Analysis Habit & Perceptions
Business Model Canvas P.O.S Impact

INVOLVING PROTOTYPING DESK BASED FIELD RESEARCH

A day in the life diaries Story playground. Storyboarding Fly on the wall research
Draw the experience Empathy tools. Persona Guided tours and shop
Extreme user Interviews Bodystorming Customer journey along.
Unfocus groups Paper prototyping mapping Visual ethnography


Head

Heart

Gut


SEE NEW OPPORTUNITIES

CONNECT BETTER WITH THE PEOPLE YOU SERVE

TRANSFORM DATA IN ACTIONABLE IDEAS

INCREASE SPEED OF EFFECTIVNESS

CREATING NEW SOLUTIONS


Cultivate


Design

x
Business

Role of a
Designer
Design as
strategy
Design
as
Design process
as styling
No Design


4000 FTSE - ALL SHARE
DESIGN PORTFOLIO
3500 EMERGING PORTFOLIO
FTSE 100
3000
DESIGN RETURN
2500

2000

1500

1000

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003

SHARE PRICES OF COMPANIES USING DESIGN DESIGN INVESTMENT
EFFECTIVELY HAVE OUT-PREFORMED THE FTSE ALL
SHARE INDEX BY 200% IN OVER 10 YEAR PERIOD

THE DESIGN INDEX


THINK BIG
SPEND SMALL


FINANCIAL BRAND HUMAN

EMPLOYEES PROCESS ENVIRONMENT USER VALUE I.P

DESIGN

VISION

GO /
NO-GO
DEFINITION CONFIRMATION

PROJECT OWNER

GO /
NO-GO
DESIRABILITY FESABILITY VIABILITY

GO /
NO-GO
BUSINESS PLAN FINANCIAL PLAN

START UP

DESIGN THINKING
DESIGN MANAGEMENT
PRODUCT SERVICE BRAND DESIGN
DESIGN LEADERSHIP


PACHINKO


Thanks
@pvanriet


Design is a Verb

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