HEADSUP!

      While I’m giving a boring introduction,
      think of an example of bad design you’ve
      encountered
M...
DESIGN is the new
TECHNOLOGY

Design is poised to be the growth driver for
businesses in the next two decades, just as
tec...
A few THOUGHTS
on DESIGN
in BUSINESS
BAD DESIGN
Give me one example of BAD DESIGN
you’ve encountered
THE TWO
DESIGN LENSES


AESTHETIC Design
and
COGNITIVE Design
1   2




3
    Which of these
    three bikes do
    you think is the
    most ‘MACHO’?
WHAT?!
BAJAJ spent more than Rs.100 crore to
convince you that their bikes were
“definitely male”!

Have you ever seen an ...
BRAND
is an emotional response that a product
or service evokes in your gut.

It cannot be generated by clever
advertising...
If a brand looks like a duck
and swims like a dog,
customers will distrust it
Have you seen an advertisement
for any of these brands?
HOW
did they become the biggest cult brands
of our generation?


WHY
are people passionate about Linux and
Firefox? Why do...
BEAUTIFUL Vs. INTELLIGENT
DESIGN
The ubiquitous STD PCO sign is actually the
packaging for the billing machine.
We are not artists or poets. We are
artisans and craftsmen. OUR
PRODUCTS SOLVE PROBLEMS.
They do not hang on museum walls!...
Designing for the CUSTOMER
VS.
Designing for YOURSELF
The DISCONNECT between
BRAND PROMISE
and DELIVERY



Advertising ‘Customer
friendliness’ does not
reconcile with 6-minute
...
The HDFC BANK maze
The first time I went to deposit a cheque…
How are they DIFFERENT?
What DIFFERENTIATES them?
THE CRISIS OF
DIFFERENTIATION
Products and Services are increasingly
becoming similar in features, pricing,
customer servi...
Remember ZooZoos?
Yes, they were cute. But what did they do
for Vodafone? Did you shift to Vodafone
because of ZooZoos?
TATA DOCOMO, with its per second
billing, added 3.4 million subscribers in
August (the highest ever in India), toppling
Ai...
VALUE.
No matter how BEAUTIFUL your design or
how clever or witty your advertising
slogan is, it means nothing….

…if the ...
“DESIGNED
by APPLE in CALIFORNIA,
assembled in China”
EVENTUALLY
most companies will outsource
manufacturing, logistics, accounting,
customer service, marketing and every
other...
If your only tool is a hammer,
every problem looks like a nail
ABRAHAM MASLOW
ORGAN DONATION
the old way: Communication
OPT-OUT ORGAN
DONATION
Instead of asking people to proactively
sign-up for organ donation, how about
giving them a choice ...
How can we make people use the
stairs more often?
How can we encourage more people
to vote?
How do we get people to come to the
GYM more regularly?
COMMUNICATION
HAMMER
Most agencies and designers will hammer away at these
question with communication answers… posters,
n...
Why I buy books at a small,
non-airconditioned, badly lit store,
about an hour’s journey from my house
…because I can buy ...
EXPERIENCE
DESIGN
does NOT mean adding bells and whistles to
an otherwise ordinary offering. Ambient
lighting, cute furnit...
If you read only one
book in 2009, read
NUDGE.
*BARACK OBAMA did!
RUN
From Jargon and fancy titles


READ
Everything. Shampoo labels. Psychology
books. Auto Magazines. Currency Notes.


LO...
www.gutse.in
               GUTS SERVICE DESIGN
We use logic to prove and
intuition to discover
HENRI POINCARE
French mathematician, theoretical physicist and ‘philosophe...
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DESIGN is the new TECHNOLOGY, mit id pune, october 1, 2009

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The presentation accompanying a talk I recently gave to PG Design Management students at MIT Institute of Design, Pune.

The session went on for close to 4 hours. But the basic thrust of the talk is captured in this presentation: Design has the potential to be driver of business growth | But, we need to look at Design through a different lens | Beautiful Design Vs. Intelligent Design | Aesthetic and Cognitive Design | The epedemic of Marketing Communication | The Crisis of Differentiation

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DESIGN is the new TECHNOLOGY, mit id pune, october 1, 2009

  1. 1. HEADSUP! While I’m giving a boring introduction, think of an example of bad design you’ve encountered MIT INSTITUTE OF DESIGN, PUNE | OCTOBER 1, 2009 | PG DESIGN MANAGEMENT
  2. 2. DESIGN is the new TECHNOLOGY Design is poised to be the growth driver for businesses in the next two decades, just as technology was in the last two. *But, not ‘design’ as we know it!
  3. 3. A few THOUGHTS on DESIGN in BUSINESS
  4. 4. BAD DESIGN Give me one example of BAD DESIGN you’ve encountered
  5. 5. THE TWO DESIGN LENSES AESTHETIC Design and COGNITIVE Design
  6. 6. 1 2 3 Which of these three bikes do you think is the most ‘MACHO’?
  7. 7. WHAT?! BAJAJ spent more than Rs.100 crore to convince you that their bikes were “definitely male”! Have you ever seen an advertisement from Royal Enfield, much less one telling you what you should think of their bikes?
  8. 8. BRAND is an emotional response that a product or service evokes in your gut. It cannot be generated by clever advertising slogans, only by brilliant products and services.
  9. 9. If a brand looks like a duck and swims like a dog, customers will distrust it
  10. 10. Have you seen an advertisement for any of these brands?
  11. 11. HOW did they become the biggest cult brands of our generation? WHY are people passionate about Linux and Firefox? Why do we LOVE Google?
  12. 12. BEAUTIFUL Vs. INTELLIGENT DESIGN The ubiquitous STD PCO sign is actually the packaging for the billing machine.
  13. 13. We are not artists or poets. We are artisans and craftsmen. OUR PRODUCTS SOLVE PROBLEMS. They do not hang on museum walls! DAN LACIVITA, Executive Director, First Born
  14. 14. Designing for the CUSTOMER VS. Designing for YOURSELF
  15. 15. The DISCONNECT between BRAND PROMISE and DELIVERY Advertising ‘Customer friendliness’ does not reconcile with 6-minute wait times on helpline
  16. 16. The HDFC BANK maze The first time I went to deposit a cheque…
  17. 17. How are they DIFFERENT?
  18. 18. What DIFFERENTIATES them?
  19. 19. THE CRISIS OF DIFFERENTIATION Products and Services are increasingly becoming similar in features, pricing, customer service, touchpoints… …and most brands seem to be relying only on communication to position and differentiate themselves
  20. 20. Remember ZooZoos? Yes, they were cute. But what did they do for Vodafone? Did you shift to Vodafone because of ZooZoos?
  21. 21. TATA DOCOMO, with its per second billing, added 3.4 million subscribers in August (the highest ever in India), toppling Airtel as the faster growing Mobile company after many years.
  22. 22. VALUE. No matter how BEAUTIFUL your design or how clever or witty your advertising slogan is, it means nothing…. …if the product or service you are selling does not CREATE VALUE for the customer
  23. 23. “DESIGNED by APPLE in CALIFORNIA, assembled in China”
  24. 24. EVENTUALLY most companies will outsource manufacturing, logistics, accounting, customer service, marketing and every other business function… EXCEPT the DESIGN of their product/service and their business model
  25. 25. If your only tool is a hammer, every problem looks like a nail ABRAHAM MASLOW
  26. 26. ORGAN DONATION the old way: Communication
  27. 27. OPT-OUT ORGAN DONATION Instead of asking people to proactively sign-up for organ donation, how about giving them a choice to opt-out? A town in America tried this and reached a donation rate of 60% compared to 38% national average.
  28. 28. How can we make people use the stairs more often?
  29. 29. How can we encourage more people to vote?
  30. 30. How do we get people to come to the GYM more regularly?
  31. 31. COMMUNICATION HAMMER Most agencies and designers will hammer away at these question with communication answers… posters, newsletters, videos, virals, ads, all beautifully designed! But a deeper, more cognitive ‘design approach’ can yield answers that meaningfully change the service/process to influence user behaviour
  32. 32. Why I buy books at a small, non-airconditioned, badly lit store, about an hour’s journey from my house …because I can buy chocolates at my neighbourhood grocery store too!
  33. 33. EXPERIENCE DESIGN does NOT mean adding bells and whistles to an otherwise ordinary offering. Ambient lighting, cute furniture, fancy uniforms and a designer décor are shallow, off-the shelf design solutions… To truly design an experience, we need to take a strong core offering and build layers of relevant and meaningful services around it
  34. 34. If you read only one book in 2009, read NUDGE. *BARACK OBAMA did!
  35. 35. RUN From Jargon and fancy titles READ Everything. Shampoo labels. Psychology books. Auto Magazines. Currency Notes. LOVE/HATE Feel passionately. Don’t ever let indifference creep into your choices.
  36. 36. www.gutse.in GUTS SERVICE DESIGN
  37. 37. We use logic to prove and intuition to discover HENRI POINCARE French mathematician, theoretical physicist and ‘philosopher of science’

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