Designers Assemble! (Julian Hirst)


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This is a new golden age for design. In business, where technology has dominated for decades, the balance of power is shifting. Lessons learned have thrown up new imperatives. The most exciting of these conversations explore new frontiers for business - empathy, design insight, disruptive innovation, big data, lean practice - and all point to the prize: human-centred business transformation. The vision is of a future that will be brilliantly designed rather than just cleverly engineered. Technology alone cannot deliver the experience. Who are the design leaders who will breathe life into this vision? Where will we find them? How will we recognize them? Which skills and qualities will define them? How will we motivate them? How will we partner with other professions? And how do we support them to find, foster and equip a global design elite that will rise up and play their role in changing the world?

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Designers Assemble! (Julian Hirst)

  1. 1. Designersa s s e m b l e
  2. 2. 14 !Clients who buy / hire UX! !Financial Services, Healthcare, Transport, !Education, !Technnology, Media! ! 60 !UX Professionals (30% “leadership”)! ! 6 ! !UX Recruiters! ! 18 !Professionals (age 30-50) from fields outside ! !UX Design! !Consulting, Technology, Law, Medicine, Advertising, !Education, Marketing, Recruitment! !
  3. 3. “too much of the UX industry is populated with junior and mid– level practitioners and ‘conference gypsies’, and seems capable only of recreating the same wheels we had 20 years ago.”!
  4. 4. “So enjoy your results and be very proud of these but remember there are many ways of being smart.”!
  5. 5. “Hybrid Intelligence”!
  6. 6. Leadership happens on the field.!
  7. 7. Writing!
  8. 8. Yet the nightmare cast its shroud in the guise of a contagion of a deer-in-the-headlights paralysis.!
  9. 9. People who think well, write well.
 Woolly minded people write woolly memos, woolly letters and woolly speeches.
 Good writing is not a natural gift. You have to learn to write well.!
  10. 10. Never  use  a  metaphor,  simile,  or   other  figure  of  speech  which  you   are  used  to  seeing  in  print.  
  11. 11. Investors rushed into the market like lemmings and got their fingers burned.!
  12. 12. Never  use  a  long  word  where  a   short  one  will  do.  
  13. 13. utilize!
  14. 14. myself!
  15. 15. If  it  is  possible  to  cut  a  word  out,   always  cut  it  out.  
  16. 16. Never  use  the  passive  where  you   can  use  the  ac<ve.  
  17. 17. Just a quick note to say thank you for time given to meet with Richard and myself today.
 We feel that we understand your ambition to scale UX across your firm and some of the challenges around finding the right partner and talent. 
 I am confident that we are well positioned to support your team. Our team has significant expertise working with mobile solutions, internal enterprise services and business systems. 
 As per our discussion, we look forward to starting the procurement process and hearing about the specific short-term start projects where we can assist your team.
 Looking forward to progressing our conversation.!
  18. 18. Thank you for an interesting and enjoyable conversation this morning.
 With our teams, our values and our ambition so clearly aligned, this will be a strong partnership. I will see you next week to discuss a first project.
 Please let me know if there is anything further we can provide to support the procurement process.
 On a personal note, I look forward to working with you and building a relationship with your team.
 Thanks again and kind regards,!
  19. 19. Never  use  a  foreign  phrase,  a   scien<fic  word,  or  a  jargon  word  if   you  can  think  of  an  everyday   English  equivalent.  
  20. 20. Break  any  of  these  rules  sooner   than  say  anything  outright   barbarous.  
  21. 21. Write the way you talk. Naturally.
 Use short words, short sentences and short paragraphs.
 Never use jargon words. They are hallmarks of a pretentious ass.
 Never write more than two pages on any subject.
 Check your quotations.!
  22. 22. Never send a memo on the day you write it. Read it aloud the next day - and edit it.
 If it is something important, get a colleague to improve it.
 Before you send your memo, make sure it is crystal clear what you want the recipient to do.
 If you want ACTION, don’t write. Go and tell the guy what you want.

  23. 23. The nostrum of "regulation" drags with it a raft of unexamined impediments concerning the nature of markets and governmentality, and a muddle over intentionality, voluntarism, and spontaneity that promulgates the neoliberal creed at the subconscious level.! Philip  Mirowski’s  "Never  Let  a  Serious  Crisis  Go  to  Waste"  
  24. 24. Deliciously paradoxically, the Nobel could end up diminishing, not fortifying, the qualifications-blindness and self- enslavement to equations-led dictums that, fifth-columnist style, pave the path for our sacrifice at the altar of misplaced concreteness.! Pablo  Triana's  "Lecturing  Birds  on  Flying"    
  25. 25. Speaking!
  26. 26. Compelling ways to present research and design.
 How do I persuade clients to choose a particular route?
 How do I deal with difficult Q’n’A? Rude people?
 How do I answer questions on subjects I know nothing about?
 What if I freeze and forget what I’m talking about?
 What if I’m super nervous and my voice trembles?
 How do I avoid being driven off course?!
  27. 27. It’s a “public” Performance! © 2012 Tobias & Tobias Ltd! 32! It’s  a  performance.  
  28. 28. Who are you? What’s your point?
 Be clear on what defines you as an expert.
 Master the first 3 minutes.
 What do you want people to say about your presentation?!
  29. 29. What do you want from this?!
  30. 30. Design Matters!
  31. 31. Emotional Intelligence!
  32. 32. “…the abilities to accurately perceive emotions, to access and generate emotions so as to assist thought, to understand emotions and emotional knowledge, and to reflectively regulate emotions so as to promote emotional and intellectual growth.”!
  33. 33. “…the abilities to accurately perceive emotions, to access and generate emotions so as to assist thought, to understand emotions and emotional knowledge, and to reflectively regulate emotions so as to promote emotional and intellectual growth.”!
  34. 34. Professional Intelligence!
  35. 35. Understand how your employer makes money.
 Learn to take a telling off.
 Unless you are expressly told ‘no’, assume ‘yes’.
 In chaos lies opportunity.
 Expectation management is the secret of life.!