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JAG ÄR SUPERGLAD ÖVER
ATT VARA HÄR!
IRAN NARGES
@inarges
I WORK HERE…
THE LAWYERS WILL COME FOR ME!
WHY “BEAUTY”?
BEAUTY 

= 

SENSORY PLEASURE 

+ 

MEANING
DESIGN

= 

BEAUTY

+

USEFULNESS
“Form and function should be one,
joined in a spiritual union”
—FRANK LLOYD WRIGHT
THE BUSINESS ZEITGEIST:

DESIGN-LED INNOVATION &
CUSTOMER EXPERIENCE
Jeneanne Rae, Design Can Drive Exceptional Returns for Shareholders
Apple
Coca Cola
Ford
Herman-Miller
IBM
Intuit
Nike
Pro...
BUSINESS IS NOW ASKING
DESIGN TO HELP CREATE
EXPERIENCES THAT WILL
CONNECT WITH PEOPLE’S
NEEDS AND EMOTIONS
EXPERIENCE IS 

PERSONAL, SUBJECTIVE –
AND SENSORY.
BEAUTY 

= 

SENSORY PLEASURE 

+ 

MEANING
EVERYTHING WE PERCEIVE & EXPERIENCE
PASSES THROUGH OUR PHYSICAL SENSES
THE PERCEPTION 

OF BEAUTY HAPPENS 

IN AN INSTANT
AS LITTLE AS 

50 MILLISECONDS 

(1/20TH OF A SECOND)
Source: Visual Decision Making
Patrick Lynch, June 23, 2009
CONSCIOUS 

AWARENESS
REFLECTIVE
BEHAVIORAL
VISCERAL
SENSORYSYSTEMS
MOTORSYSTEMS
3 LEVELS OF PROCESSING
SOME BRAIN SCIENCE...
Think Feel
ABSTRACTION
ThinkFeel
LIVED EXPERIENCE
Function Form
ABSTRACTION
FunctionForm
LIVED EXPERIENCE
ALL EXPERIENCES HAPPEN
INSIDE AN EMBODIED HUMAN
PERSON. DESIGNING FOR
HUMANS MEANS DESIGNING
FOR THE SENSES.
BETTER EXPERIENCES WILL
BE MORE BEAUTIFUL
EXPERIENCES. WHO WILL
MAKE THEM?
h/t UK Design Council
Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER
THE END-TO-END DESIGN PROCESS
REQUIRES MANY SKILLS
h/t UK Design Council
Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER
Experience
FOR BEST RESULTS, COLLABORATE
ACROSS DI...
THE WHOLE CUP, 

NOT JUST THE GLAZE
TO DESIGN FOR HUMANS, 

WE MUST DESIGN AS
HUMANS
TO DESIGN FOR
EXPERIENCES, WE HAVE TO
EMBRACE SUBJECTIVITY
QUESTIONS?
Iran Narges The Case For Beauty
Iran Narges The Case For Beauty
Iran Narges The Case For Beauty
Iran Narges The Case For Beauty
Iran Narges The Case For Beauty
Iran Narges The Case For Beauty
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Iran Narges The Case For Beauty

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Iran Narges talk The Case For Beauty at From Business to Buttons 2015

Published in: Design
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Iran Narges The Case For Beauty

  1. 1. JAG ÄR SUPERGLAD ÖVER ATT VARA HÄR!
  2. 2. IRAN NARGES @inarges
  3. 3. I WORK HERE…
  4. 4. THE LAWYERS WILL COME FOR ME!
  5. 5. WHY “BEAUTY”?
  6. 6. BEAUTY 
 = 
 SENSORY PLEASURE 
 + 
 MEANING
  7. 7. DESIGN
 = 
 BEAUTY
 +
 USEFULNESS
  8. 8. “Form and function should be one, joined in a spiritual union” —FRANK LLOYD WRIGHT
  9. 9. THE BUSINESS ZEITGEIST:
 DESIGN-LED INNOVATION & CUSTOMER EXPERIENCE
  10. 10. Jeneanne Rae, Design Can Drive Exceptional Returns for Shareholders Apple Coca Cola Ford Herman-Miller IBM Intuit Nike Procter & Gamble Rubbermaid Starbucks Starwood Steelcase Target Walt Disney Whirlpool +228% THE “D INDEX”
  11. 11. BUSINESS IS NOW ASKING DESIGN TO HELP CREATE EXPERIENCES THAT WILL CONNECT WITH PEOPLE’S NEEDS AND EMOTIONS
  12. 12. EXPERIENCE IS 
 PERSONAL, SUBJECTIVE – AND SENSORY.
  13. 13. BEAUTY 
 = 
 SENSORY PLEASURE 
 + 
 MEANING
  14. 14. EVERYTHING WE PERCEIVE & EXPERIENCE PASSES THROUGH OUR PHYSICAL SENSES
  15. 15. THE PERCEPTION 
 OF BEAUTY HAPPENS 
 IN AN INSTANT
  16. 16. AS LITTLE AS 
 50 MILLISECONDS 
 (1/20TH OF A SECOND) Source: Visual Decision Making Patrick Lynch, June 23, 2009
  17. 17. CONSCIOUS 
 AWARENESS REFLECTIVE BEHAVIORAL VISCERAL SENSORYSYSTEMS MOTORSYSTEMS 3 LEVELS OF PROCESSING SOME BRAIN SCIENCE Adapted from Donald Norman, Emotional Design, 2004
  18. 18. Think Feel ABSTRACTION
  19. 19. ThinkFeel LIVED EXPERIENCE
  20. 20. Function Form ABSTRACTION
  21. 21. FunctionForm LIVED EXPERIENCE
  22. 22. ALL EXPERIENCES HAPPEN INSIDE AN EMBODIED HUMAN PERSON. DESIGNING FOR HUMANS MEANS DESIGNING FOR THE SENSES.
  23. 23. BETTER EXPERIENCES WILL BE MORE BEAUTIFUL EXPERIENCES. WHO WILL MAKE THEM?
  24. 24. h/t UK Design Council Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER THE END-TO-END DESIGN PROCESS REQUIRES MANY SKILLS
  25. 25. h/t UK Design Council Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER Experience FOR BEST RESULTS, COLLABORATE ACROSS DISCIPLINES
  26. 26. THE WHOLE CUP, 
 NOT JUST THE GLAZE
  27. 27. TO DESIGN FOR HUMANS, 
 WE MUST DESIGN AS HUMANS
  28. 28. TO DESIGN FOR EXPERIENCES, WE HAVE TO EMBRACE SUBJECTIVITY
  29. 29. QUESTIONS?

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