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Designing Success: 7 Keys to Building a Great Product Design Culture

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One of the great aspects of working for a strategy and design agency is the opportunity to work alongside some of the world's best brands to solve challenging problems. In doing so, we have a unique perspective into what makes each of these brands so successful. As diverse as our clients are culturally, organizationally, and from a process perspective, we're able to identify a set of common activities that directly contribute to their success building and delivering great products. In the following presentation, I discuss the seven keys to successful product design.

Published in: Design

Designing Success: 7 Keys to Building a Great Product Design Culture

  1. 1. DESIGNING SUCCESS 7 Keys to Building a Great Product Design Culture By Mark Opland, Chief Creative Officer September 11, 2014
  2. 2. 1 CREATE A PLAN FOR SUCCESS
  3. 3. 1 CREATE A PLAN FOR SUCCESS A designer is a planner with an aesthetic sense. 7 Keys to Designing Success 3 “ ” - Bruno Munari
  4. 4. 7 Keys to Designing Success 4 1 CREATE A PLAN FOR SUCCESS Define your vision for success and how you plan to get there.
  5. 5. 7 Keys to Designing Success 5 1 CREATE A PLAN FOR SUCCESS Always have a process, but don’t be dogmatic about it. When things change, let your process adjust so you can keep moving forward.
  6. 6. 2 RESEARCH EARLY AND OFTEN
  7. 7. Minimize the amount of time you’re pursuing the wrong hypothesis. The more wrong paths you can figure out quickly, the sooner you’ll find the right path. 7 Keys to Designing Success 7 - Jeff Gothelf “ ” 2 RESEARCH EARLY AND OFTEN
  8. 8. 7 Keys to Designing Success 8 2 RESEARCH EARLY AND OFTEN Test your ideas early and often throughout the product design process.
  9. 9. 7 Keys to Designing Success 9 2 RESEARCH EARLY AND OFTEN Moderated usability studies are great, but don’t discount lean methods. Even something as simple as a well-timed conversation can uncover valuable insights.
  10. 10. 3 DESIGN AS A TEAM
  11. 11. The teams that make everyone part of their design process benefit from getting the different viewpoints in place faster. Inclusive teams produce better results. 7 Keys to Designing Success 11 - Jared Spool “ ” 3 DESIGN AS A TEAM
  12. 12. 7 Keys to Designing Success 3 DESIGN AS A TEAM 12 Include those from other disciplines and backgrounds early in the process.
  13. 13. 7 Keys to Designing Success 3 DESIGN AS A TEAM 13 Account for diverse business needs by facilitating workshops or sitting down one-on-one with stakeholders.
  14. 14. 4 FOCUS ON THE NEEDS
  15. 15. Design must reflect the practical and aesthetic in business but above all…good design must primarily serve people. 7 Keys to Designing Success 15 - Thomas J. Watson “ ” 4 FOCUS ON THE NEEDS
  16. 16. 7 Keys to Designing Success 4 FOCUS ON THE NEEDS 16 Take your time to understand the problem: the challenges faced by customers, the business case and the constraints of the solution space.
  17. 17. 7 Keys to Designing Success 4 FOCUS ON THE NEEDS 17 Consider using group methods that help establish priorities and focus on tackling the most important issues first.
  18. 18. 5 KNOW YOUR CONSTRAINTS Photo by Billie Hara available under CC
  19. 19. Here is one of the few effective keys to the design problem — the ability of the designer to recognize as many of the constraints as possible — his willingness and enthusiasm for working within these constraints. 7 Keys to Designing Success 19 - Charles Eames “ ” 5 KNOW YOUR CONSTRAINTS
  20. 20. 7 Keys to Designing Success 5 KNOW YOUR CONSTRAINTS 20 Don’t feel bound by your constraints. Force yourself to try new things and experiment.
  21. 21. 7 Keys to Designing Success 5 KNOW YOUR CONSTRAINTS 21 Use constraints to your advantage by letting them focus your design efforts.
  22. 22. 6 COMMUNICATE BY TOUCH
  23. 23. To design is to communicate clearly by whatever means you can control or master. 7 Keys to Designing Success 23 - Milton Glaser “ ” 6 COMMUNITCATE BY TOUCH
  24. 24. 7 Keys to Designing Success 6 COMMUNITCATE BY TOUCH 24 Don’t skip out on sketching. Good solutions can be clearly shown on whiteboards and scrap paper.
  25. 25. 7 Keys to Designing Success 6 COMMUNITCATE BY TOUCH 25 Use prototypes as a cost-effective way to test your assumptions and uncover issues you may not have considered.
  26. 26. 7 STAY INSPIRED
  27. 27. The ones who are crazy enough to think they can change the world, are the ones that do. 7 Keys to Designing Success 27 - Anonymous “ ” 7 STAY INSPIRED
  28. 28. 7 Keys to Designing Success 7 STAY INSPIRED 28 Have a builder mentality. Enjoy creating new things and be energized by the creative process itself.
  29. 29. 7 Keys to Designing Success 7 STAY INSPIRED 29 Remember to harness your creativity to build products and services that enrich peoples’ lives.
  30. 30. THANK YOU MARK OPLAND Chief Creative Officer mark@comradeagency.com 510.277.3400 x712 www.comradeagency.com

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