Design strategy crash course

2,162 views

Published on

The popular presentation from 2010 is back, updated and restructured.
The short story of why you can't manage a business or a brand without carefully managing the design of your company's offer. All explained by a very concise and down to earth description of how design creates value.

Published in: Business, Design

Design strategy crash course

  1. 1. A Design Strategy Crash Course
  2. 2. Why did Ryanair design a homepage like this?A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  3. 3. It tells us Ryanair is cheap …and an air-flight ticket is a quick everyday purchaseA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  4. 4. Designcommunicates!
  5. 5. Message to Design cue: express: Use selected I’m cheap! style-elements from budget shops and flash- pricesA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  6. 6. There is no such thing as ”good” design. Only right or wrong design, for any given sender and audience. Design is an identity creation process, and you’ll need a good understanding of who you are, and where you want to go before you start designing stuff.A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  7. 7. But hey, why don’t the planes look the same?A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  8. 8. …we’re still serious about flyingA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  9. 9. Message to Design cue: express: Use the style of New and very trusted business secure planes airlines, only run by a slightly bolder serious flight operatorA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  10. 10. What does this car’s design communicate?A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  11. 11. Speed (…and I’m a cool guy in my suburban tribe)A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  12. 12. Message to Design cue: express: Over-dimensioned I’m fast! back spoiler (Unintended message:) Over-dimensioned back spoiler I’m a teenager on an otherwise sloppily designed car.A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  13. 13. Why did Porsche’s designers color the brakes red?A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  14. 14. (Oh, I get it - they must be special brakes.) Porsche isserious about speedA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  15. 15. Great design is firmly rooted in the heart and soul of your business. Do your products, services, your software GUIs and on-line appearance communicate your vision?A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  16. 16. What are designers really good at?
  17. 17. Understanding the users’ experience of products and servicesA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  18. 18. Understanding the users’ experience of products and servicesA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  19. 19. users’ customers’ Understanding the peoples’ experience of products and servicesA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  20. 20. users’ customers’ Understanding the peoples’ full experience of products and servicesA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  21. 21. users’ customers’ Understanding the peoples’ full experience of products and services, companies and brandsA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  22. 22. A designer’s core competence lies in the ability to view things from the customer’s or user’s perspective. Designers are trained to understand and create experiences.A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  23. 23. How designcreates value
  24. 24. How design creates value has changed over time. Beauty User and Experience Realization of self Co-creating (aesthetics) usability (what you feel) (who you are) meaning and and recognition (what it does) relations (Why) (what it is) 1950 1970 1990 2000 2010A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  25. 25. Design can be used to position or differentiate your offerA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  26. 26. Design can be carefully managed to make a companys offer appear coherent, and make it easy to like and buyA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  27. 27. Design can be used to convey a message and create the right associations in people’s mindsA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  28. 28. Experiences, identity, and relevance. It’s all about perceived value.A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  29. 29. 180W nominal vacuuming Value effectA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  30. 30. 180W nominal vacuuming Value effect Perceived as Perceived powerful valueA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  31. 31. New laptop bag Need ValueA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  32. 32. Show friends. Be an important person at work. Perceived Need value Implicit wishes Added value: and desires meaning, status, emotions, etc.A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  33. 33. Oh! This bag is so much ”me”! Perceived Need value Implicit wishes Added value: and desires meaning, status, emotions, etc. Non-quantifiable Non-quantifiable needs customer valueA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  34. 34. Basic need (Listen to music on the go)A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  35. 35. Basic need Added value (My choice of earphones says something about me)A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  36. 36. Basic need Added value (A smooth, intelligent, and very human experience)A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  37. 37. Strategic planning of design work
  38. 38. Design strategy perhaps isn’t a very good word. People have different views of what it means.A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  39. 39. A strategy defines a goal, and a long term plan how to get there.Why should a design strategy be any different?
  40. 40. There are many designdisciplines.Design strategy is theplanning needed to usethem all effectively. Graphic Design Design strategy Design Interaction Product Design Design Web Design Service Design
  41. 41. …and since all design disciplines createbrand experiences, they should all be guided by the same overall strategy.
  42. 42. Brand image = People’s associations and experiences connected to a brandA Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  43. 43. ”The thinnestlaptop ever!”(1,94 cm, the second thinnest laptop at thetime was 2,14 cm)
  44. 44. Why did so many people say ”wow” ?
  45. 45. No visible parting lines No compromiseDistinct edges No DVD-tray Large, non-circular radiuses
  46. 46. Because it feels really thin and lightBecause no compromise was allowedwhen Apple wanted to give itscustomers this experience.
  47. 47. This company is clearly on a mission (to improve peoplesexperiences of using technology) People seem to like that.
  48. 48. Advertising’s view on brand building? Company ”Telling people what we sell.”A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  49. 49. My view on brand building: Company ”How people experience our offer will tell them who we are and if they like us.”A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  50. 50. ”It’s not what you say, it’s what you do” What you offer your customers is ”what you do”, and in effect, that’s who you are, in their eyes.A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013
  51. 51. From now on: let’s plan design more carefully www.reviewdesign.se

×