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Design as Strategy (or, Intro to Competitive Strategy for Designers)

  1. Design as Strategy DESIGN AS STRATEGY TWEET @SKOTCARRUTH
  2. What is the role of design in your organization? TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  3. What MBAs think designers do: TWEET @SKOTCARRUTH Organize requirements into screens Make stuff look good Requirements gathering Field research Face to face interviewing Creation and administering of tests Gathering, organizing, and presenting statistics Documentation of personas and findings Brainstorm coordination Information Architecture Taxonomy creation UI Copywriting Interaction design Spec writing Prototyping Interface layout Interface design Visual design Graphic design Usability Presentation and speaking Working tightly with programmers Company culture evangelism Communication to stakeholders DESIGN AS STRATEGY
  4. What designers think designers do: TWEET @SKOTCARRUTH Organize requirements into screens Make stuff look good Requirements gathering Field research Face to face interviewing Creation and administering of tests Gathering, organizing, and presenting statistics Documentation of personas and findings Brainstorm coordination Information Architecture Taxonomy creation UI Copywriting Interaction design Spec writing Prototyping Interface layout Interface design Visual design Graphic design Usability Presentation and speaking Working tightly with programmers Company culture evangelism Communication to stakeholders DESIGN AS STRATEGY
  5. What is the role of strategy in your organization? TWEET @SKOTCARRUTHDESIGN AS STRATEGY POLL:
  6. Wait, what is strategy? TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  7. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
  8. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
  9. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Strengths Weaknesses Opportunities Threats S W O T
  10. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Threat of new entrants Threat of substitute products or services Bargaining power
 of suppliers Bargaining power
 of buyers Competitor rivalry
  11. TWEET @SKOTCARRUTHDESIGN AS STRATEGY High Low High Low ?
  12. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Poor Good Outstanding High Mid Low
  13. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
  14. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Unique and valuable market position
  15. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
  16. TWEET @SKOTCARRUTHDESIGN AS STRATEGY 1. Tradeoffs 2. Alignment
  17. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
  18. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State Time
  19. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State Time
  20. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  21. Richard Foster Yale School of Management 75% of the S&P 500 will be replaced by 2027. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  22. John Chambers Former Cisco CEO 40% of businesses… will not exist in a meaningful way in 10 years. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  23. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  24. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  25. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  26. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State Time
  27. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Knowledge Funnel Mystery Heuristic Algorithm
  28. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Chaotic Complex Obvious Complicated Emergent Practice Probe - Sense - Respond Novel Practice Act - Sense - Respond Good Practice Sense - Analyze - Respond Best Practice Sense - Categorize - Respond
  29. Design does two things better than strategy: TWEET @SKOTCARRUTHDESIGN AS STRATEGY 1. Discover 2. Handle ambiguity
  30. How do we elevate design? TWEET @SKOTCARRUTHDESIGN AS STRATEGY
  31. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Speak the language 1
  32. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Align design artifacts with strategic frameworks 2
  33. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Champion the unknown 3
  34. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Practice “Capital D” Design 4
  35. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Plan Design Develop TestRelease Feedback Agile
  36. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Plan Design Develop TestRelease Feedback Agile
  37. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Plan Design Develop TestRelease Feedback Agile Design Thinking Empathize Define Ideate Test
  38. Design can be applied to anything… PUTTING DESIGN TO WORK TWEET @SKOTCARRUTH • Marketing Communications • Products and Services • Business Process / Platforms • Organizational Structures
  39. …at any level of fidelity… PUTTING DESIGN TO WORK TWEET @SKOTCARRUTH • Conceptual • Prototype • MVP • Single Feature • Microinteraction
  40. …at any time scale. PUTTING DESIGN TO WORK TWEET @SKOTCARRUTH • The current operation • The next thing we’re building • Things on the long-term strategic roadmap • Things we haven’t even thought about yet
  41. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Thank You! Email me: skot@philosophie.is
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