Managing The Design Process oleh Terry Lee Stones
Mengoptimalkan penggunaan design grafis dalam cara yang praktis dan nyata. Memahami bagaimana proses kolaborasi yang berlangsung akan perlu mempelajari beberapa bahasa baru, juga tools dan teknik, dalam mengaplikasikan menejemen design dan hubungannya dengan konsep kepemimpinan design
Managing The Design Process oleh Terry Lee Stones
Mengoptimalkan penggunaan design grafis dalam cara yang praktis dan nyata. Memahami bagaimana proses kolaborasi yang berlangsung akan perlu mempelajari beberapa bahasa baru, juga tools dan teknik, dalam mengaplikasikan menejemen design dan hubungannya dengan konsep kepemimpinan design
Brad Gerstein discusses how two major trends - explosive growth in mobile usage and adoption of lean UX and agile development processes - are changing the field of user experience design. He advocates for designing mobile-first with a focus on the core experience, limited screens, and one-handed touch interactions. Gerstein also promotes embracing lean UX practices like rapid prototyping, user testing, and iterative design to reduce risks and get products to market faster. The presentation provides an overview of how to implement a lean UX process including research, requirements gathering, information architecture, and prototyping.
The Designer Role in a Startup (Fearless x Founders Factory Africa, Sep 2020)Lewis Ngugi
This document discusses the role of designers in startups. It notes that successful startups integrate design across areas, are user-centric, have dedicated design teams, and involve designers in executive-level roles. Design is becoming a key differentiator for companies. The document provides tips for designers in startups, such as prioritizing work, acting as generalists, conducting user research, creating processes, communicating effectively, documenting work, networking, and proving the ROI of design work. Founders are advised to be involved in design decisions, build diverse teams, hire the right designer types, and understand that everyone contributes to design.
This is a condensation of InVisions DesignOps Handbook on https://www.designbetter.co/designops-handbook plus some additionel notes and quotes from podcasts and articles. These slides are put together in order to create a better overview of all the areas and focuses in DesignOps
A group of 7 people who attended the Service Design Network Global Conference 2014 in Stockholm on October 6,7,8 2014, have shared their experiences, take-aways and ideas in a Whatsapp group, during and after the conference.
This deck shares their findings with a wider audience, hoping to initiate a healthy debate in the service design community, on where we ant to go with our conferences. We hope to see you all next year, to share an even better experience together!
Efficient Teams Do Not Happen. They are Designed. It's called DesignOpsUXDXConf
There's an art behind happy and efficient teams and it's called DesignOps. Several studies demonstrate that designers spend up to 60% of their time doing non-design work.
But do you know where your team is spending their time instead of working on doing great design? Have you ever thought to measure your teams' inefficiencies?
DesignOps is the facilitating function that supports design teams to scale by improving ways of working, x-functional collaboration and processes so that designers can focus 100% on doing design.
This talk, based on first-hand experiences and learnings, will focus on key best practices to help position DesignOps at the right altitude, identify the right allies, and assess design teams’ performance and opportunities.
Debbie Walker was the lead designer for Walmart's Wireless store-within-a-store prototype project. She designed standalone wireless areas in 5 Walmart stores with dedicated fixtures and signage on a budget of $1.3 million. Through customer and employee feedback, Debbie created low-lit designs with storage and comfort features. Her efficient designs were completed on time and under budget. The prototype stores tested strategies to establish Walmart as a wireless destination and drive postpaid sales.
Richard Marsh, Enterprising User Experience - Flex and the cityRichard Marsh
This document summarizes Richard Marsh's presentation on improving software design through user experience. The presentation defines user experience and discusses it as a practice. It notes that understanding user behaviors, needs, and goals is important for defining problems before designing solutions. The presentation also addresses challenges of enterprise user experience projects and emphasizes collaboration between teams. It provides rules for an effective user experience approach and recommends links for further information.
Managing The Design Process oleh Terry Lee Stones
Mengoptimalkan penggunaan design grafis dalam cara yang praktis dan nyata. Memahami bagaimana proses kolaborasi yang berlangsung akan perlu mempelajari beberapa bahasa baru, juga tools dan teknik, dalam mengaplikasikan menejemen design dan hubungannya dengan konsep kepemimpinan design
Brad Gerstein discusses how two major trends - explosive growth in mobile usage and adoption of lean UX and agile development processes - are changing the field of user experience design. He advocates for designing mobile-first with a focus on the core experience, limited screens, and one-handed touch interactions. Gerstein also promotes embracing lean UX practices like rapid prototyping, user testing, and iterative design to reduce risks and get products to market faster. The presentation provides an overview of how to implement a lean UX process including research, requirements gathering, information architecture, and prototyping.
The Designer Role in a Startup (Fearless x Founders Factory Africa, Sep 2020)Lewis Ngugi
This document discusses the role of designers in startups. It notes that successful startups integrate design across areas, are user-centric, have dedicated design teams, and involve designers in executive-level roles. Design is becoming a key differentiator for companies. The document provides tips for designers in startups, such as prioritizing work, acting as generalists, conducting user research, creating processes, communicating effectively, documenting work, networking, and proving the ROI of design work. Founders are advised to be involved in design decisions, build diverse teams, hire the right designer types, and understand that everyone contributes to design.
This is a condensation of InVisions DesignOps Handbook on https://www.designbetter.co/designops-handbook plus some additionel notes and quotes from podcasts and articles. These slides are put together in order to create a better overview of all the areas and focuses in DesignOps
A group of 7 people who attended the Service Design Network Global Conference 2014 in Stockholm on October 6,7,8 2014, have shared their experiences, take-aways and ideas in a Whatsapp group, during and after the conference.
This deck shares their findings with a wider audience, hoping to initiate a healthy debate in the service design community, on where we ant to go with our conferences. We hope to see you all next year, to share an even better experience together!
Efficient Teams Do Not Happen. They are Designed. It's called DesignOpsUXDXConf
There's an art behind happy and efficient teams and it's called DesignOps. Several studies demonstrate that designers spend up to 60% of their time doing non-design work.
But do you know where your team is spending their time instead of working on doing great design? Have you ever thought to measure your teams' inefficiencies?
DesignOps is the facilitating function that supports design teams to scale by improving ways of working, x-functional collaboration and processes so that designers can focus 100% on doing design.
This talk, based on first-hand experiences and learnings, will focus on key best practices to help position DesignOps at the right altitude, identify the right allies, and assess design teams’ performance and opportunities.
Debbie Walker was the lead designer for Walmart's Wireless store-within-a-store prototype project. She designed standalone wireless areas in 5 Walmart stores with dedicated fixtures and signage on a budget of $1.3 million. Through customer and employee feedback, Debbie created low-lit designs with storage and comfort features. Her efficient designs were completed on time and under budget. The prototype stores tested strategies to establish Walmart as a wireless destination and drive postpaid sales.
Richard Marsh, Enterprising User Experience - Flex and the cityRichard Marsh
This document summarizes Richard Marsh's presentation on improving software design through user experience. The presentation defines user experience and discusses it as a practice. It notes that understanding user behaviors, needs, and goals is important for defining problems before designing solutions. The presentation also addresses challenges of enterprise user experience projects and emphasizes collaboration between teams. It provides rules for an effective user experience approach and recommends links for further information.
Our traditional approach to the design of policy, systems, services, environments, and products isn’t going to serve us well in the 21st Century. As a result we are going to have to evolve the practice of design to shape behavior for a preferable future. Our proposal is that ‘shaping’ behavior becomes the new function of design in the 21st Century. By defining ‘preferable futures’ as the outcome of our work we are forced to consider the longitudinal impacts of our work socially, culturally, ethically and environmentally.
Measuring & Evaluating Your DesignOps PracticeDave Malouf
This document discusses measuring and evaluating a DesignOps practice. It begins by defining DesignOps and its goals of amplifying design value and scaling design teams. It then discusses defining design value through skills like storytelling and prototyping. Various pieces of DesignOps like tools, infrastructure, and governance are outlined. Different types of metrics for measuring DesignOps success are proposed, including quantitative and qualitative data. Key questions for evaluating people, workflow, communications, tools, and governance are provided. The document stresses the importance of understanding business goals and creating a vision of success to measure the right things and ensure DesignOps success.
Org Design for Design Orgs - The WorkshopPeter Merholz
As the move to establish in-house design teams accelerates, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters. This workshop seeks to address this lacuna by shining a light on the unsung activities of actually running a design team, and what works and what doesn’t.
Topics include:
- How a service design mindset shifts standard organizational approaches
- Organizational models for design teams, from centralized to decentralized and back again
- Breadth and depth of skills and strategic thinking
- The 5 Stages of Organisational Evolution
- A New Taxonomy of Design Team Roles
From Strategy to User Experience: Meeting Design is EverythingSocial Tables
Meeting design means different things to different people. Through interactive exercises, open discussion, and fast-paced mini-lectures, this experiential session will push participants to use strategic concepts and design best practices to produce better face-to-face experiences.
Experience design is the process of planning and creating experiences for events before they occur. It involves considering the elements, essentials, environment, energy, and emotions that will make up the experience. Good experience design engages all five senses and creates meaningful experiences that people value by discovering what experiences the target audience finds valuable. It is crucial to understand the audience and incorporate experiences they have not seen before. The experience should be cohesive from start to finish and achieve the objectives of the event.
This document outlines 12 customer experience learnings that Zilver Innovation applied in their work in 2016. These learnings include:
- Personas are most useful when based on both qualitative and quantitative research and when involving stakeholders.
- Focus on customer outcomes - the reasons customers use a service - to guide innovation efforts.
- Deep customer insights are important for aligning internal teams and driving innovation.
- Co-creation and prototyping with customers are key to delivering great customer experiences.
- Interpreting customer data through discussion helps spark meaningful innovation ideas.
- Blurring boundaries between departments allows for collaboration on customer experience.
- Guiding principles that incorporate customer insights can align
The document discusses how design has evolved from focusing on aesthetics and efficiency to leading innovation through intuitive, experimental, and empathetic approaches. It also discusses how designers are uniquely positioned to explore new ideas and reach new solutions. Motion design is described as a convergence of various disciplines like animation, illustration, and graphic design. The goal-directed design process emphasizes understanding users and defining products through research rather than isolated visual design. Strategic designers are said to be able to think at both a high level and in details, know the design process well, and leverage teams effectively.
This reflective slide document summarizes Ryan Hutchinson's learning experiences in a technical writing class. It covers 6 units: communicating with employers, documenting procedures, usability, proposing solutions to decision makers, presentations, and reflection. Key lessons included creating professional documents, conducting usability tests, solving problems in a team environment, and incorporating design elements into presentations. Hutchinson concludes that technical writing skills will be applicable to all documents created throughout their career.
Establishing Human Centered Design Culture for a 115 Year Old BankDaphne Repain
UXDX 21 - We want to impact the bank's culture to build inclusive products and services, through the systematization, democratization and socialization of people-centered design practices, in order to generate a social positive impact. A process of change within the organization, which involves the way the employees work, and the business approach, to compete with digital native companies that put the customer as their priority.
Kevin's closing keynote presentation at the Design Management Institute's conference in London in 2010.
The presentation tackled two key questions: Why is design thinking such a hot topic with executives, but leaves so many designers cold? And: Does the demand for design thinking represent more of an opportunity than the thinking itself?
It was based on an article of the same title for the Design Management Review http://www.plan.bz/plan-views/2010/september/steppingup
Markovate is a Toronto based digital product and mobile app development company that aims to offer future ready, robust, and scalable mobile products to high growth companies and start ups that strive to make a difference in this era of digital transformation. We are obsessed with delivering seamless mobile experiences across multiple platforms, devices, and OS versions.
Applying ResearchOps and DesignOps in globally distributed teams @ the Global...Patrizia Bertini
How can we organise and manage globally distributed teams, harmonise design and research processes and tools, increase spending efficiencies, boost teams’ productivity, decrease research and design lead time, and create a OneTeam mentality? How can we foster a rapid experimentation mentality, increase our data informed, customer-backed, and insight lead approach to design across 7 regions? These were few of the challenges I faced when I started my journey in DesignOps leading the designOps for 7 teams across the globe. This talk will highlight the strategic planning and execution behind the establishment of a global DesignOps practice through a case study that will describe how we identified the priorities and executed a global roadmap and how we have been promoting an insight and research focused approach to design to empower designers and to strengthen Design’s strategic role within the company.
Future of Design in Start-Ups Survey 2017 Albert Lee
We launched the Future of Design in Start-Ups survey last year to set a baseline for how design operates in the tech ecosystem and also to begin to track what value is created by design in fast growing companies.
This year, we asked some of the same questions from 2016 to create a trailing data set. We also wanted to dig into the nitty gritty of design teams (structures, salaries, etc.) and squint at where design might be going within start-ups in the future (new skills, new mediums, etc.).
We heard responses from over 350+ companies and this is a summary of what was shared. A sincere thank you to all those that responded!
What does your job title really mean? / Ben Fausone & Yannic ScheffelService Experience Camp
This is Ben Fausone & Yannic Scheffel’s presentation from Service Experience Camp 2016 on What does your job title really mean, held on Day 1 in Raum 5.
This document provides summaries of presentations from a three-day design conference. Day One focuses on design strategy and organizations. Day Two covers product design. Day Three explores design practice and what's on the horizon for the field. The summaries discuss topics like using objectives and key results to accomplish goals, balancing data-driven and experience-driven product strategies, designing for physical and digital balance, and preparing for emerging technologies in web and voice interfaces.
Strategic Alignment by Design - Short Term Fire Fighting versus Unified Direc...UXDXConf
Transformation isn't just a UX project, it's the whole company project. Donal O'Mahony, Global Head of Experience Design at IoT Saas company Verizon Connect, has been leading experience transformation in his organisation to create incremental experience improvements with his 70 person X team.
In his talk, Dónal will discuss:
- Directional CFT leadership alignment to help deliver multi-year digital transformation.
- 'That was a great service design workshop, now what do we do?!'
- Shared goals - unifying leadership around customer outcome OKRs.
- One vision - telling an evolving, multi-year customer outcome story every CFT believes in.
Return on Design: The business value of design for servicesCsilla Narai
Service design is at the forefront of innovation and customer-centered business value generation. This deck explains how we, service designers approach problems, what tools we use and what exactly you, as a decision maker gain from working with us.
UXPA2019 Forging Alliances with Project Management: A PM’s View of UXUXPA International
It is critical for Design and Project Management to be true collaborators in getting things done. This session aims to help UX practitioners advance their careers and be more successful in collaborating with individuals with different motivations and mindsets, and who often speak a different language. The session shares insights on Project Management and offers ways that the UX profession can help business understand the strategic value of Design within the enterprise.
The majority of the world’s enterprises still operate projects in a “traditional” sense. Project Managers are eager to learn more about Design (e.g. managing innovation), but frequently harbor trepidation or misunderstanding of UX and are unsure how to incorporate Design on their projects.
Join this session to learn how the strategic partnership between Design and Project Management can evangelize UX as a force for change and innovation and help PMs operate in a more flexible, discovery-driven world.
Managing The Design Process oleh Terry Lee Stones
Mengoptimalkan penggunaan design grafis dalam cara yang praktis dan nyata. Memahami bagaimana proses kolaborasi yang berlangsung akan perlu mempelajari beberapa bahasa baru, juga tools dan teknik, dalam mengaplikasikan menejemen design dan hubungannya dengan konsep kepemimpinan design
The document discusses communicating the business value of design. It suggests that while design is increasingly popular, investment in design work is often still questioned by business partners. To address this, designers must frame the value of their work through business lenses by understanding what jobs stakeholders need to get done, applying design methods to understand stakeholder needs, leveraging business tools and metrics, and quantifying the projected return on investment of design initiatives. Framing the benefits of design work in this way can help design gain acceptance as a viable and valuable part of the business.
Our traditional approach to the design of policy, systems, services, environments, and products isn’t going to serve us well in the 21st Century. As a result we are going to have to evolve the practice of design to shape behavior for a preferable future. Our proposal is that ‘shaping’ behavior becomes the new function of design in the 21st Century. By defining ‘preferable futures’ as the outcome of our work we are forced to consider the longitudinal impacts of our work socially, culturally, ethically and environmentally.
Measuring & Evaluating Your DesignOps PracticeDave Malouf
This document discusses measuring and evaluating a DesignOps practice. It begins by defining DesignOps and its goals of amplifying design value and scaling design teams. It then discusses defining design value through skills like storytelling and prototyping. Various pieces of DesignOps like tools, infrastructure, and governance are outlined. Different types of metrics for measuring DesignOps success are proposed, including quantitative and qualitative data. Key questions for evaluating people, workflow, communications, tools, and governance are provided. The document stresses the importance of understanding business goals and creating a vision of success to measure the right things and ensure DesignOps success.
Org Design for Design Orgs - The WorkshopPeter Merholz
As the move to establish in-house design teams accelerates, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters. This workshop seeks to address this lacuna by shining a light on the unsung activities of actually running a design team, and what works and what doesn’t.
Topics include:
- How a service design mindset shifts standard organizational approaches
- Organizational models for design teams, from centralized to decentralized and back again
- Breadth and depth of skills and strategic thinking
- The 5 Stages of Organisational Evolution
- A New Taxonomy of Design Team Roles
From Strategy to User Experience: Meeting Design is EverythingSocial Tables
Meeting design means different things to different people. Through interactive exercises, open discussion, and fast-paced mini-lectures, this experiential session will push participants to use strategic concepts and design best practices to produce better face-to-face experiences.
Experience design is the process of planning and creating experiences for events before they occur. It involves considering the elements, essentials, environment, energy, and emotions that will make up the experience. Good experience design engages all five senses and creates meaningful experiences that people value by discovering what experiences the target audience finds valuable. It is crucial to understand the audience and incorporate experiences they have not seen before. The experience should be cohesive from start to finish and achieve the objectives of the event.
This document outlines 12 customer experience learnings that Zilver Innovation applied in their work in 2016. These learnings include:
- Personas are most useful when based on both qualitative and quantitative research and when involving stakeholders.
- Focus on customer outcomes - the reasons customers use a service - to guide innovation efforts.
- Deep customer insights are important for aligning internal teams and driving innovation.
- Co-creation and prototyping with customers are key to delivering great customer experiences.
- Interpreting customer data through discussion helps spark meaningful innovation ideas.
- Blurring boundaries between departments allows for collaboration on customer experience.
- Guiding principles that incorporate customer insights can align
The document discusses how design has evolved from focusing on aesthetics and efficiency to leading innovation through intuitive, experimental, and empathetic approaches. It also discusses how designers are uniquely positioned to explore new ideas and reach new solutions. Motion design is described as a convergence of various disciplines like animation, illustration, and graphic design. The goal-directed design process emphasizes understanding users and defining products through research rather than isolated visual design. Strategic designers are said to be able to think at both a high level and in details, know the design process well, and leverage teams effectively.
This reflective slide document summarizes Ryan Hutchinson's learning experiences in a technical writing class. It covers 6 units: communicating with employers, documenting procedures, usability, proposing solutions to decision makers, presentations, and reflection. Key lessons included creating professional documents, conducting usability tests, solving problems in a team environment, and incorporating design elements into presentations. Hutchinson concludes that technical writing skills will be applicable to all documents created throughout their career.
Establishing Human Centered Design Culture for a 115 Year Old BankDaphne Repain
UXDX 21 - We want to impact the bank's culture to build inclusive products and services, through the systematization, democratization and socialization of people-centered design practices, in order to generate a social positive impact. A process of change within the organization, which involves the way the employees work, and the business approach, to compete with digital native companies that put the customer as their priority.
Kevin's closing keynote presentation at the Design Management Institute's conference in London in 2010.
The presentation tackled two key questions: Why is design thinking such a hot topic with executives, but leaves so many designers cold? And: Does the demand for design thinking represent more of an opportunity than the thinking itself?
It was based on an article of the same title for the Design Management Review http://www.plan.bz/plan-views/2010/september/steppingup
Markovate is a Toronto based digital product and mobile app development company that aims to offer future ready, robust, and scalable mobile products to high growth companies and start ups that strive to make a difference in this era of digital transformation. We are obsessed with delivering seamless mobile experiences across multiple platforms, devices, and OS versions.
Applying ResearchOps and DesignOps in globally distributed teams @ the Global...Patrizia Bertini
How can we organise and manage globally distributed teams, harmonise design and research processes and tools, increase spending efficiencies, boost teams’ productivity, decrease research and design lead time, and create a OneTeam mentality? How can we foster a rapid experimentation mentality, increase our data informed, customer-backed, and insight lead approach to design across 7 regions? These were few of the challenges I faced when I started my journey in DesignOps leading the designOps for 7 teams across the globe. This talk will highlight the strategic planning and execution behind the establishment of a global DesignOps practice through a case study that will describe how we identified the priorities and executed a global roadmap and how we have been promoting an insight and research focused approach to design to empower designers and to strengthen Design’s strategic role within the company.
Future of Design in Start-Ups Survey 2017 Albert Lee
We launched the Future of Design in Start-Ups survey last year to set a baseline for how design operates in the tech ecosystem and also to begin to track what value is created by design in fast growing companies.
This year, we asked some of the same questions from 2016 to create a trailing data set. We also wanted to dig into the nitty gritty of design teams (structures, salaries, etc.) and squint at where design might be going within start-ups in the future (new skills, new mediums, etc.).
We heard responses from over 350+ companies and this is a summary of what was shared. A sincere thank you to all those that responded!
What does your job title really mean? / Ben Fausone & Yannic ScheffelService Experience Camp
This is Ben Fausone & Yannic Scheffel’s presentation from Service Experience Camp 2016 on What does your job title really mean, held on Day 1 in Raum 5.
This document provides summaries of presentations from a three-day design conference. Day One focuses on design strategy and organizations. Day Two covers product design. Day Three explores design practice and what's on the horizon for the field. The summaries discuss topics like using objectives and key results to accomplish goals, balancing data-driven and experience-driven product strategies, designing for physical and digital balance, and preparing for emerging technologies in web and voice interfaces.
Strategic Alignment by Design - Short Term Fire Fighting versus Unified Direc...UXDXConf
Transformation isn't just a UX project, it's the whole company project. Donal O'Mahony, Global Head of Experience Design at IoT Saas company Verizon Connect, has been leading experience transformation in his organisation to create incremental experience improvements with his 70 person X team.
In his talk, Dónal will discuss:
- Directional CFT leadership alignment to help deliver multi-year digital transformation.
- 'That was a great service design workshop, now what do we do?!'
- Shared goals - unifying leadership around customer outcome OKRs.
- One vision - telling an evolving, multi-year customer outcome story every CFT believes in.
Return on Design: The business value of design for servicesCsilla Narai
Service design is at the forefront of innovation and customer-centered business value generation. This deck explains how we, service designers approach problems, what tools we use and what exactly you, as a decision maker gain from working with us.
UXPA2019 Forging Alliances with Project Management: A PM’s View of UXUXPA International
It is critical for Design and Project Management to be true collaborators in getting things done. This session aims to help UX practitioners advance their careers and be more successful in collaborating with individuals with different motivations and mindsets, and who often speak a different language. The session shares insights on Project Management and offers ways that the UX profession can help business understand the strategic value of Design within the enterprise.
The majority of the world’s enterprises still operate projects in a “traditional” sense. Project Managers are eager to learn more about Design (e.g. managing innovation), but frequently harbor trepidation or misunderstanding of UX and are unsure how to incorporate Design on their projects.
Join this session to learn how the strategic partnership between Design and Project Management can evangelize UX as a force for change and innovation and help PMs operate in a more flexible, discovery-driven world.
Managing The Design Process oleh Terry Lee Stones
Mengoptimalkan penggunaan design grafis dalam cara yang praktis dan nyata. Memahami bagaimana proses kolaborasi yang berlangsung akan perlu mempelajari beberapa bahasa baru, juga tools dan teknik, dalam mengaplikasikan menejemen design dan hubungannya dengan konsep kepemimpinan design
The document discusses communicating the business value of design. It suggests that while design is increasingly popular, investment in design work is often still questioned by business partners. To address this, designers must frame the value of their work through business lenses by understanding what jobs stakeholders need to get done, applying design methods to understand stakeholder needs, leveraging business tools and metrics, and quantifying the projected return on investment of design initiatives. Framing the benefits of design work in this way can help design gain acceptance as a viable and valuable part of the business.
DesignChain Business-by-Design Workshop Pack for IIBACraig Martin
The document provides information about a business design workshop on canvasses being held by IIBA in October 2016. It includes descriptions of various canvasses and tools that will be covered in the workshop, including the value proposition canvas, customer profile canvas, business model canvas, and design thinking process. The workshop aims to teach participants how to apply design thinking and business design tools to solve problems, launch new products and services, and support strategic planning.
Ten principles of design minded organizationsAndrew Leone
Summary of the chapter Transition: Becoming a Design Minded Organization from the book: "Design Thinking: Integrating Innovation, Customer Experience, and Brand Value." Contains 10 key elements critical to success. To buy this book: http://amzn.to/1YvrJGe
I concise and easy to follow guide showing the value of design and creativity to business with some helpful tips and advice on implementing a more creative business strategy and choosing a creative partner.
The document summarizes research findings on how business leaders use design and the benefits they gain. Key findings include:
1) Design is most effective when customer-centered and focused on solving customer problems.
2) Design has the greatest impact when culturally embedded in an organization, with support from senior management.
3) Design can add value to any organization, regardless of size or industry, by driving innovation, differentiation, and strengthening brands.
Innovative ways companies are using design thinkingmokshacts
The document discusses how design thinking is being used innovatively in companies. It describes research conducted with 10 organizations that have successfully implemented design thinking. The research found design thinking was being used to solve both internal challenges, like post-merger integration at Suncorp, and engage customers more fully, like IBM transforming trade shows. Design thinking was also helping with management development and skill building at companies like Intuit. The document concludes design thinking can help organizations become more successful at innovation when implemented properly with the right people focused on the right problems.
This chapter discusses strategies for in-house designers to effectively sell their services, explain their work, and demonstrate value. It provides tips on communicating what design work entails to non-experts, showing examples to clients, developing a mission statement, and measuring value through metrics like cost savings. The chapter also outlines creative strategies for managing budgets, time, resources, negotiation skills, and setting benchmarks within organizational constraints.
The Hat of Many Hats: Becoming Web Product Owner (HEWeb18)David Cameron
Whether you’re a developer, a designer, a content specialist, a digital strategist—anyone with a passion for understanding what it takes to deliver a great user experience can try on the Product Owner hat and see how it fits. I’ll introduce you to the skills and training that have helped me most in my first year as the Web Product Owner for Ithaca College, and share first-hand insights on how adding this new role to our web team transformed not just a head-to-tail site upgrade, but how we’re thinking about the future of the web overall.
Colorado State University Creative Services Story '14-'16Elias Martinez
The document summarizes the evolution of CSU's Creative Consultancy Services (CCS) department from March 2014 to present. It outlines how CCS has shifted from operating as siloed print shop to a collaborative, design-thinking organization. Key changes include adopting new team roles focused on design and production, taking a team-based approach, and prioritizing strategic projects. The goal is to infuse more creativity into projects from the start and better utilize the skills of the team.
Business Education for Designers - AIGA Business Perspectives for Creative Le...Robin Tooms
An article from 2007 on the AIGA program now titled "Business Perspectives for Creative Leaders" http://www.aiga.org/business-perspectives/
When written, the program was hosted at Harvard Business School, but currently resides at the Yale School of Management
This document outlines a proposed career progression model for designers at a company. It includes 12 levels from Assistant Product Designer to SVP of Product Design. Each level provides details on functional knowledge and scope, with higher levels taking on more strategic work, leadership responsibilities, and external representation. The goal is to formally define expectations and provide guidance for career growth to help connect people to purpose and address issues like high employee turnover rates.
The document discusses open design practices at OSAF and the Chandler Project. It defines open design as brainstorming with more contributors to generate ideas and get validation and feedback, while still having a moderated and coherent design process. It describes challenges to open design, like ensuring coherence across contributions and focusing on end users. Examples of successes and failures are provided, emphasizing the importance of clear goals, decision processes, and engaging the development community in design. Next steps to improve open design are outlined.
How do you know you're ready for a Design Sprint?Highland
For leaders who want their teams to embrace human-centered approaches and collaborate in new ways, Sprints are a fantastic way to start.
Join Highland’s CX Practice Director David Whited and Lead Experience Designer Amrita Kulkarni as they share how Research Sprints and Design Sprints make Design Thinking—a reliable methodology to address complex, ambiguous problems—accessible in a way they have never been before. David and Amrita will introduce the purpose and philosophy of Sprints, talk through the differences between Research and Design Sprints, and what kind of issues, problems, or opportunities are the right fit for each.
We’ll be joined by Jennifer Severns, CXO, and Jennifer O’Brien, Innovation and Insights Manager, from the American Marketing Association, who will share how their organization has used Sprints to catalyze a culture of Design Thinking at the AMA. They will reflect on the realities of introducing Sprints and Design Thinking into an established organization, sharing advice for helping others think and work in new ways.
Attendees will learn:
- How are Research Sprints different from Design Sprints
- When is the right time or moment to conduct a Sprint
- What it takes for Sprints to be successful
- How to amplify Sprint outcomes for change in your organization
Kalev Peekna, Managing Director of Strategy at One North, discusses the importance of finding a balance between brand-centric and user-centric marketing in this East Coast vs. West Coast analysis.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1zViNx0.
Design Management Session, MIT ADT University by Dharam MentorDharam Mentor
I recently conducted a 'Design Management' session with the final-year students at the MIT Institute of Design (MITID) Pune. In simple words, Design management is about the management of design! In its most fundamental sense, design management is all about running design projects, paid by a client and carried out by a consultant or a design team head. Design plays a crucial role in shaping the world and generating new products/ services in response to numerous market conditions/opportunity
Design Management session by Dharam Mentor at MIT Institute of Design, MIT AD...Dharam Mentor
- The critical aspects of managing design are about understanding an organization's strategic goals and how design can play a part in fulfilling them.
- efficiently putting in place the ways and means, the tools and methods, the teams, and planning requirements to accomplish these goals.
VDIS10022 Advanced Graphic Design Studio - Lecture 3 - Selling IdeasVirtu Institute
This lecture discusses ways in which you, the graphic designer can sell your ideas and concepts to clients through successful pitching and mood boards. Communicating a concept clearly and efficiently to a client can save hours of design time and lengthy changes.
As a designer you need to make your client
Believe in the idea and love the concept.
Similar to 108 190427 Bookclub Managing The Design Process by Terry Lee Stones Intro-Chapter 3 (20)
This week let’s talk about websites. A website is a collection of interlinked pages on the internet grouped under a unique name or online address.
These pages, known as web pages, contain information or services by a business or organization. The information may be in different formats like text, images, videos, audio, and animation and the services may be like buying or selling products, downloading digital products, etc.
Websites can be used in various fashions: a personal website, a corporate website for a company, a government website, an organization website, etc. Websites can be the work of an individual, a business or other organization, and are typically dedicated to a particular topic or purpose.
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We already know about digital printing before, but what makes it different with offset printing? Offset printing technology uses plates, usually made from aluminum, which are used to transfer an image onto a rubber "blanket", and then rolling that image onto a sheet of paper. It's called offset because the ink is not transferred directly onto the paper.
In offset printing the matter to be printed is neither raised above the surface of the printing plate nor sunk below it. Instead, it is flush with the surface of the plate; thus offset is classified as a planographic method of printing.
Offset printing helps in producing high-quality output on surfaces like cloth or wood. The rubber leaves a very fine print on rough surfaces, making the process effective. The process is equally efficient for small, medium and large-scale production of printing due to its high quality, inexpensiveness and consistent results.
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We have discussed Quality Assurance last week, now let’s move on to Digital Printing. Digital printing is a method of printing from a digital-based image directly to a variety of media. It usually refers to professional printing where small-run jobs from desktop publishing and other digital sources are printed using large-format and/or high-volume laser or inkjet printers.
Digital printing machines can print on everything from thick cardstock, heavyweight papers and folding cartons to fabric, plastics and synthetic substrates.
Digital printing continues to grow in popularity and as technology continues to improve, so does the quality of the work. With short turnarounds, lower cost and high-quality output, digital printing is a great solution for many projects you have.
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This week, let’s discuss about quality assurance. Quality assurance (QA) is a way of preventing mistakes and defects in manufactured products and avoiding problems when delivering products or services to customers.
Quality assurance process helps a business ensure its products meet the quality standards set by the company or its industry. Another way to understand quality assurance (QA) is as a company’s process for improving the quality of its products.
Most businesses utilize some form of quality assurance in production, from manufacturers of consumer packaged goods to software development companies. Some companies may even establish a quality assurance department with employees that focus solely on quality assurance.
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Once you got a grasp about layouting, now let’s talk about photography. In graphic design, images are often the best way to get ideas across. People respond to images and process them regardless of what language they speak. Photographs are very effective images that can convey stories very quickly. Think how less effective advertisements would be if they used only words.
Photography in design can be more impactful than graphics or illustration as it communicates the message with a sense of realism, and often packs more of a visual punch, too.
Photography can serve many purposes and have many facets. Photography can tell a story, it can capture a moment in time, it can document, and it can be art. There are many technical uses for photography as well as social and creative ones. How we use and interact with photography is highly personal and will differ from one person to the next.
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Whether in design or writing, layout is the decisive factor which makes the reader want to stay to read your article/design. .
Layout design is the process of arranging visual elements—like text, images, and shapes—on a given page. Layout design is important for any project that conveys a message through eye-catching visuals, like magazine layouts, website design, and advertisements.
An effective layout not only looks attractive, but also helps the viewer understand the message the design is conveying. In other words, understanding layout is key when it comes to creating user-friendly, engaging designs, particularly in the realms of web design and advertising.
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Although it may be a bit similar, writing for printing media is different from writing for digital media. Written content could only be published as physical print, and was therefore static and unchangeable. Today, content can be published online and is in constant flux. As technology has shifted the way information is delivered, readers’ needs have changed, and writers must think about content in a completely new way.
When writing for the web, using plain language allows users to find what they need, understand what they have found, and then use it to meet their needs. It should also be actionable, findable, and shareable. The point is to understand how what you are writing fits into the overall content strategy, what the content lifecycle entails, and who is involved in the process.
It’s important to target your audience when writing for the web. By knowing who you are writing for, you can write at a level that will be meaningful for them. Use the personas you created while designing the site to help you visualize who you are writing for.
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Last week we talked about how to write a catalog to promote your product. Now let’s talk about how to write for company magazine and newsletter. Many large organizations will have magazines or newsletter for their employees. Some have them for their customers too.
Newsletters are often short, maybe only one or two pages. Those that are for staff only will usually contain information about upcoming events or announcements, changes in management, new staff, retirements, deaths, competitions, suggestion schemes and that kind of thing. Company magazines are much the same as newsletters in their function, but they are longer, like ‘normal’ magazines.
There are lots of topics you could write about for your company newsletter or magazine. And what you choose depends on who the publication is intended for.
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Aside from writing for product and retail, you need to know about how to write for catalog. The aim of a catalog is for a range of available goods to be understood as quickly as possible and for it to be appreciated for its design. Thanks to these intrinsic qualities, catalogs are one of the most effective sales tools on the market.
A catalog is a list of all the products or services that an organization makes available to the customers for sale. Well-crafted company profiles & company brochures showcase the corporeal differences. It gives a brief elucidation of products, their features and uses and much more. Preparing a product catalog in the correct style with the latest modifications will aid in creating and spreading brand awareness.
Consequently, writing a product catalog, in a manner which would boost sales, is a pivotal project and the marketing and sales department must necessarily ensure that it follows a significant stride in achieving the target market’s acceptance.
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Last week we discussed about copywriting for advertising and direct marketing. Let’s step up our discussion further about writing for retail and product.
Retail advertising is the process by which retailers use store advertising (online and offline) to drive awareness and interest towards their products to generate sales from their target audience. Through advertising, a retailer attempts to influence their audience to take a specific action.
Whereas, a product description is the marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the features and benefits of the product so they’re compelled to buy.
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From the previous discussion, we talked about the basics of copywriting. Now let’s take a look at copywriting for advertising and direct marketing.
Ad copy is the text of an advertisement and is delivered through several methods, with the end goal of a completed conversion. Figure out the Who, What, When, Where, How and Why of whom you are targeting: what you are offering, where the ad will be seen, when the ad will be displayed, how the message will be delivered, and why the reader would benefit from your offer.
The goal of an advertising script is to give the commercial producer the copy needed to sell a product or service. Good copy gets consumers attention, builds brand recognition and urges the audience to buy the advertised product or service.
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A good content will make a good impression for online ads to promote brands. It is essential to be able to understand the structure or process of copywriting. Copywriting is the reason why people buy something.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Every business needs copywriting if they want to convert traffic into customers. Websites without copy don’t get sign-ups or opt-ins, don’t build brand awareness, and don’t persuade people to give them their money.
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Working in the creative or design industries, much of your marketing relies on beautiful imagery. Beautiful images are a good start, but cleverly crafted content can make all the difference. Words give your work further clarity, reach and exposure – and, in the digital age, make you easier to find online.
Creative copywriting isn’t just about getting information in. It’s about getting information out – in an interesting way. It’s not just about writing but about thinking. And thinking differently. Why is the product unique? Why should I choose it above and beyond any other similar brand? Who is the target audience?
Creative copywriting is inspiring to read and has a voice that makes a brand stand up and stand out. But it’s about more than having a way with words. It’s about being original with an idea and tapping into people’s hearts and heads. It’s about having a headline that makes people look twice and a copy that makes people want to read end to end.
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In order to monopoly the market, a brand must be creative in promoting itself. Nowadays there are many creative industries who reveal themselves in the past few years to be a better brand in the market.
The term ‘creative industries’ describes businesses with creativity at their heart – for example design, music, publishing, architecture, film and video, crafts, visual arts, fashion, TV and radio, advertising, literature, computer games and the performing arts.
The creative industries are critical to the sustainable development agenda. They stimulate innovation and diversification, are an important factor in the burgeoning services sector, support entrepreneurship, and contribute to cultural diversity.
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This document discusses segmentation, targeting, and positioning (STP) strategies in marketing. It defines segmentation as dividing a market into distinct groups based on variables like demographics, behaviors, and psychographics. Targeting is selecting specific segments to market to. Positioning is how a product is placed in consumers' minds relative to competitors. The document provides many examples of how to segment consumers and gives tips for effective positioning, such as being first, simplifying messages, differentiation, and repositioning over time as markets change.
What is SWOT analysis? SWOT analysis is a strategic planning and strategic management technique used to help a person or organization identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning.
You can employ SWOT analysis before you commit to any sort of action, whether you are exploring new initiatives, revamping internal policies, considering opportunities to pivot or altering a plan midway through its execution.
The analysis can show you the key areas where your organization is performing optimally, as well as which operations need adjustment.
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A few weeks ago we already discussed 3 theaters of CSR. Now let’s take a look at the examples of CSR Events which build a brand.
Doing a CSR is not simply just by understanding the theaters, you must understand the purpose of your brand, brand values, and your brand trademarks. The foundation must be applied first in order to make it work properly.
A company which emphasizes on its policy of social responsibility can amplify its good image and can create a competitive edge over others leading to 'Branding'.
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You already know about product branding, now let’s discuss a whole new level about branding another object: City Branding. City Branding is the use of marketing techniques to give a city a unique identity in the minds of citizens, visitors, companies and investors.
As cities compete globally to attract tourism, investment and talent, as well as to achieve many other objectives, the concepts of brand strategy are increasingly adopted from the commercial world and applied in pursuit of urban development, regeneration and quality of life.
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Nowadays, magazines are paving their way to go online, which lessens the production costs and can be accessed by anyone around the world. Still, there are some companies who prefer to produce them with high quality paper and distribute them door to door.
A traditional magazine can typically focus on trends or issues, and it can provide background information for news events. Magazines have the luxury of focusing on a smaller target audience, which means they do not have to try to please all of the people all the time.
Then, how can a magazine attract its reader? Structurized paragraph and writing, an eye-catching design, and good typography are the points which will create a good magazine.
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You already know how to promote your brand by making an advertisement. But, will your advertisement produce a profitable income?
Advertising is not just to sell your brand and build your brand name, it must give you a benefit. Starting by pricing your product not too high or not too low, then promoting your product to build awareness in customer’s mindset, and finally using brand ambassadors to influence consumers' emotional feelings.
It seems to be impossible at first, but with each step, you will gain more profit and your brand will eventually become the best in the market.
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More from Lia s. Associates | Branding & Design (20)
Practical eLearning Makeovers for EveryoneBianca Woods
Welcome to Practical eLearning Makeovers for Everyone. In this presentation, we’ll take a look at a bunch of easy-to-use visual design tips and tricks. And we’ll do this by using them to spruce up some eLearning screens that are in dire need of a new look.
Architectural and constructions management experience since 2003 including 18 years located in UAE.
Coordinate and oversee all technical activities relating to architectural and construction projects,
including directing the design team, reviewing drafts and computer models, and approving design
changes.
Organize and typically develop, and review building plans, ensuring that a project meets all safety and
environmental standards.
Prepare feasibility studies, construction contracts, and tender documents with specifications and
tender analyses.
Consulting with clients, work on formulating equipment and labor cost estimates, ensuring a project
meets environmental, safety, structural, zoning, and aesthetic standards.
Monitoring the progress of a project to assess whether or not it is in compliance with building plans
and project deadlines.
Attention to detail, exceptional time management, and strong problem-solving and communication
skills are required for this role.
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...Designforuminternational
India’s architectural landscape is a vibrant tapestry that weaves together the country's rich cultural heritage and its modern aspirations. From majestic historical structures to cutting-edge contemporary designs, the work of Indian architects is celebrated worldwide. Among the many firms shaping this dynamic field, Design Forum International stands out as a leader in innovative and sustainable architecture. This blog explores some of the best Indian architects, highlighting their contributions and showcasing the most famous architects in India.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
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● This Book is about how to harness the power of
graphic design in a real and practical manner.
● For The Purpose of this book. Here is a working
definition of each term:
1. Design management
2. Design leadership
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1. Design Management
The process of coordinating and directing design resources to achieve a stated
objective
2. Design leadership
The process of utilizing design as a management tool to determine and achieve
strategic goals
5. Traits of managers vs leaders
lia s. Associates
Warren Bennis, an American
scholar, author, and
organizational expert who is
regarded as a pioneer in
leadership studies, defined a
clear dichotomy in the behavior
of managers and leaders.
7. Some Key things That Can Help You In Practice:
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➢ What kind of research is done on the project and how extensive
is it? What did they learn and was it worth the effort?
➢ How did the designer translate this discovery information into a
design concept? Would you have made a similar creative
choice?
➢ What tools did the designer use to help convince their client that
the concept was right? Could you adapt these tools for use with
your clients? What issues or concerns did the client have about
the design?
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➢ How were these addressed? What kind of risk was required on
the part of the client to accept the designer’s recommendations?
➢ How were the designs evaluated and tested? What insights were
gained and how did that affect further design refinements?
➢ After all was said and done, what is the finished design? What
delivery medium was used? Was it effective? What do you
personally think of it?
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B. Managing The Design Process
Things that most affect the phases of work
B.1.
Communication
Timely and effective communication and knowledge sharing
throughout the process is necessary. Incomplete or lax communication
will sabotage a design.
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B.2.
Scope Of Work
Massive projects may require repetition of certain phases, while smaller
projects with less complexity may combine steps.
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B.3.
Timing
Compressed schedules mean shortening phases and skipping details.
Luxurious timeframes allow for more extensive work in each phase.
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B.4.
Budget
Less money equals less work. Large budgets accommodate more work
through more lengthy and involved procedures.
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B.5.
Delivery Media
Choice of delivery medium can mean more (or less) extensive collaboration
with other types of collaborators and can affect the process.
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There are several points that can be learned:
Design is not just for designers.
The Design Council UK says “ Good design is a
quantifiable benefit, not a cost. Its value can be
measured economically, socially, and environmentally”
Everything manmade is designed by someone, so it makes sense to
consider exactly how and why things are designed.
More and More, clients recognize the value of design. But not every client
really understands how to work with a designer.
Creativity In a Business Environment
17. Project Profile In Applied Creativity
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Hudson Gavin Marting (HGM) Branding Design by Alt group
18. Project Profile In Applied Creativity
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Hudson Gavin Marting (HGM) Branding Design by Alt group
19. Project Profile In Applied Creativity
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Hudson Gavin Marting (HGM) Branding Design by Alt group
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The Danish Design Centre (DDC) design “ladder” describes four
levels of commitment to design
STEP ONE: Non Design
STEP TWO: Design Is Styling
STEP THREE: Design as Process
STEP FOUR: Design as Innovation
Design’s Importance to Clients
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Strong design is what makes people connect
with products and services in a real and
meaningful way.
Defining Design’s Power Role
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● Establish or improve an image
● Identify them (clearly show who/what they are)
● Articulate the brand, its mission, and promises
● Differentiate them, make a product or service stand out from
competitors
● Alleviate uncertainty and confusion in the marketplace
● Understand and track performance against competitors
Clients Expectations:
23. Project Profile In Applied Creativity
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Benjamin Bixby Identity
“Risk is crucial to the process, and fearlessness brings great
rewards.”
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Every designer is an artist and entrepreneur, they
must be creative on demand one moment and
professional at next.
How Designers Work
25. Flow of Design Ideas
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visionary creative director establishing the look and feel and central
concept an imaginative solution that gets presented to a client and is
approved in theory
26. Collaborative or Solo Work Flow
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Team designer flow starts from a
design that is expert and creative and
ends with a very technical one.
A solo designer without additional
team members, has to handle all of
these job specifications, and is also
knowledgeable in all the tasks
involved..
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5 Ways To Determine A Good Designer - Client Match
1.BACKGROUND
2.EXPERTISE
3.PROFESSIONALISM
4.CHEMISTRY
5.PARAMETERS
29. DESIGN IN AN EVER-CHANGING WORLD
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30. Shifting Values
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From mass consumption to
more individual or carefully
considered buying behaviors,
sustainability and social
responsibility become significant
factors in what is perceived as
quality no matter what the
clients’ product or service is
https://dailyhive.com/vancouver/emerging-consumer-trends-customization/
31. Great Design
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Finding a balanced response for each project is at the
heart of increasing design’s potential for meeting goals.
32. Design Thinking
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COLLABORATIVE
ABDUCTIVE
EXPERIMENTAL
PERSONAL
INTEGRATIVE
INTERPRETIVE
33. The Big Goals
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EMPLOYEE
COMMUNICATION
SUSTAINABILITY
BRANDING OF
EXPERIENCE
GLOBALIZATION
INNOVATION
34. CASE STUDY IN BIG GOALS: INNOVATION
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CVS/pharmacy: Beauty 360
35. CASE STUDY IN BIG GOALS: INNOVATION
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Full Throttle
36. CASE STUDY IN BIG GOALS: INNOVATION
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Starbucks
37. CASE STUDY IN BIG GOALS: INNOVATION
lia s. Associates
Starbucks
39. PROJECT PROFILE IN BIG GOALS: EMPLOYEE
COMMUNICATION
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Sun Microsystems, Inc.
40. CASE STUDY IN BIG GOALS: GLOBALIZATION
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Google
41. CASE STUDY IN BIG GOALS: GLOBALIZATION
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DJ Uppercut
42. CASE STUDY IN BIG GOALS: GLOBALIZATION
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Nike
43. CASE STUDY IN BIG GOALS: GLOBALIZATION
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Nike
44. CASE STUDY IN BIG GOALS: INNOVATION
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Jemapur
45. SOCIALLY RESPONSIBLE DESIGN
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Whether the goal is crossing cultures and uniting people
through globalization or motivating and supporting
environmental consciousness and sustainability, an
understanding of various changing contexts is important for
successful design
46. Designers need to be socially responsible in the broadest sense
of the term, essentially, using their powers for good
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AWARENESS
SENSITIVITY
INTEGRATION
ASSESSMENT
VERIFICATION
47. PROJECT PROFILE IN BIG GOALS: SUSTAINABILITY
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Nickelodeon Magazine
48. CASE STUDY IN BIG GOALS: SUSTAINABILITY
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Design Can Change
49. CASE STUDY IN BIG GOALS: SUSTAINABILITY
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Ascent
50. CASE STUDY IN BIG GOALS: SUSTAINABILITY
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Borealis
51. CASE STUDY IN BIG GOALS: SUSTAINABILITY
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Northern British Columbia Tourism
52. CASE STUDY IN BIG GOALS: SUSTAINABILITY
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SEI: The Green Report Card
53. MEASURING DESIGN
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FACTOR TO ASSES
Quantitative Qualitative
Process improvement
Overall cost savings
Reduction in materials and waste
User/community interaction
New market adoption
Customer satisfaction
Brand reputation
Increased aesthetic appeal
Improved functionality
55. Making the Most of Design Investment
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➔ Do the right job
➔ Understand the audience
➔ Focus
➔ Organize Revisions
➔ Hire the right designer
57. CASE STUDY IN BIG GOALS: EXPERIENTAL BRANDING
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MoMA Digital Display
58. CASE STUDY IN BIG GOALS: EXPERIENTAL BRANDING
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Victoria’s Secret Fashion Show
59. CASE STUDY IN BIG GOALS: EXPERIENTAL BRANDING
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Wynn Las Vegas Aquatic Extravaganza
60. CASE STUDY IN BIG GOALS: EXPERIENTAL BRANDING
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Ground Zero Redesign
61. Creating Moments
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Experiential engagement are not based on what
messages to communicate and what media should be
used to carry them. Rather, they advise us to think
about what could make a great brand/consumer
“moment.”
62. Creating Moments
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➔ Where would it be?
➔ What would it involve?
➔ How would it be staged?
➔ How would it be remembered?
➔ How would it be retold?
64. IMPORTANCE OF RESEARCH FOR DESIGN
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1. Traditional Market
Research
2. Ethnographic Research
3. User Experience
Research
4. Classic Design Research
5. Blended Research
If these
numbers
are right…
I have no
idea what I
am doing.
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1 Traditional Market Research
Broadly speaking, market research is any organized effort to gather
information about customers. Some methods traditionally used
include
● Demographics: looking at quantifiable statistical data that
describes a group of people or target market segment.
● Focus groups: where a group of people from the target market
are led in a discussion to solicit opinions and reactions.
● Psychographics: a means of evaluating subjective beliefs,
preferences, and opinions. It seeks to determine why people do
what they do.
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2 Ethnographic Research
Ethnography is a type of research rooted in anthropology that looks at
the links between culture and human behavior. Viewed both from a
group’s or individual’s perspective, these research observations
describe people based on thought, behavior, and actions. Some
methods include
● Observational research views and records behavior without
interacting with or questioning people.
● Visual anthropology allows a trained researcher to photograph or
review photos and visual reference materials in order to draw
conclusions about people.
● Photo ethnology requires that the people being studied
photograph or record themselves, revealing their preferences and
behaviors.
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3 User Experience Research
This type of research measures the ability of a product or service to meet
the needs of the end-user. Sometimes called “testing” or “usability
testing,” it lets researchers view behavior directly. Some methods include
● Observational research views and records people as they interact
with a product or service. Often used as validation for design
concepts.
● Web analytics track users behavior on a website using quantitative
metrics built into the site. These statistics measure a set of variables
and illustrate the user interaction with website content.
● Personas are a theoretical method of developing hypothetical users
for a product or service that springs from the discipline of interactive
design. An archetype or hypothetical perfect user is created, then
their motivations, lifestyles, and expectations are examined.
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4 Classic Design Research
Mostly, information gathered first-hand by the designer through visual
review and subjective analysis. Methods include
● Visual audits: review of client and/or competitor products and
services plus their related designed materials, in situ. Observations
are typically photographed.
● Prototype testing: creating iterations of a design, making a mock-up
or prototype, using it, and making refinements as necessary.
● Participation: the designer personally experiences the product or
service for themselves and records impressions and insights.
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5 Blended Research
Some form of subjective and objective, qualitative and quantitative, field
and lab methods are used.
Basically… A bit of everything.
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RESEARCH ALIGNS AND FOCUSES DESIGN
The scale and complexity of the design research typically depends on
several factors. The more research available to a designer, the better their
decision making can be.
Key Factors for Deciding Research Method
● Client’s category of product or service
● Budget
● What is being researched
● Number of people being studied
● Time frame
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Ways to Look at Research
Research is considered to be either
● Quantitative, which measures objective numerical, or fact-based,
data.
● Qualitative, which focuses on subjective data, like thoughts, feelings,
motivation, and other qualities that describe people.
In addition, research can be
● Primary, which is information that is gained directly and is
commissioned by the client for this purpose i.e paid
● Secondary, which is information obtained indirectly by studying
existing data from a variety of sources i.e team/designers initiative.
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Visualizing Research
Creating pie charts, diagrams, and comparison tables allows both
designer and client to make sense of the information. What do they find
useful? What is not? These things become more apparent when
diagrammed.
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Why Research Matters
● The actual problem
● Realistic objectives
● The context
● The consumer/audience
● Purchasing decisions
● Behavior/use
● The competition
● Verbal/visual language
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DESIGN RESEARCH IS ABOUT BETTER
DESIGN THINKING
Of all the design disciplines… Graphic designers are often criticised
for their lack of research vigor.
In their defence because their work is part of a holistic suite of branding
activities, and there are so many different conditions and contributions to
the success of branding, their work is hard to validate or measure directly.
Therefore, most graphic design is considered a success because
of consensus, not empirical data.
Designers need to observe carefully how people behave, interpret
the reasons and meaning for this behavior, and either recreate or
reinvent it for their clients in order to get the desired result. Simply
put, research makes designers better at what they do.
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Reasons for Research Failure
It’s essential to plan and execute the research
studies properly to ensure good results
● Lack of clarity
● Wrong subjects
● Bad instrument
● Dubious sources
● Limited information
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Three Useful Research Tactics
Just reviewing a client’s existing branding efforts is
going to speak volumes to a designer.
Interviews
Logically, having an open discussion without bias is a great way to gather data.
Surveys
Using a sample group that represents a larger target audience. Typically
assisted online by offering incentive to participants can be insightful.
Observations
Sometimes by what people say is not the same as what they do. Observing
people interact with products is more accurate.
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Identity, Culture, and Experience
People in general fall into three categories when it comes to
measuring research.
Identity, Culture, and Experience
IDENTITY: gender, race, age, memberships, or profession
These are factual and can be gathered using demographic research.
CULTURE: Defined by groups i.e traditions, nationality, social
norms, religions.
Derived from ethnographic research
EXPERIENCE: aspirations? Decisions? As based on individuals
and group factors.
Derived from psychographic research.
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Demographics
These characteristics go towards assisting designers
greatly to get an idea who they are targeting.
• Gender
• Age
• Race
• Ethnicity
• Education level
• Marital status
• Family size
• Income level
• Number of earners in the household
• Employment status
• Own or rent home
• Amount spent on this product/service category
• Frequency of use/purchase of this product/service
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Ethnographic Research Process
For the most part, ethnographic research is done as
direct, first-hand observation.
Ethnography dissects a person’s culture and what they believe and
value.
What are the clues, gestures, and language they use to interact and
communicate with others?
What is the ethos of this culture?
When this data is translated to design, it answers the question:
What is the world view and how does it influence, and dictate the
thoughts and behaviors of people within the client’s target
audience?
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DEFINING THE AUDIENCE:
PSYCHOGRAPHICS
Psychographics explores factors that deal with a person’s motivations -
the “whys?” of behavior. The kind of information researched:
Buying
Habits
Goals and
aspirations
Special
interests
Lifestyle
choices
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Advantages of Using Psychographics:
● Discover emotional factors that motivate customers
● Classifies customers according to a combination of variables:
activities, interests, and opinions
● Helps to determine which attributes of a product or service resonate with customers
● Shows customers’ predisposition toward purchasing the product or service
Disadvantages of Using Psychographics:
● Can be expensive to do a proper survey
● Target audiences for some products or services may come from a cross section of
psychographic profiles, so several groups may need to be studied
● Critics complain that these studies are complicated and lack proper theoretical
underpinning
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VALS: Values and Lifestyle Categories
Using psychographics helps determine what type of person is
most likely to respond to a client’s product or service.
The Stanford Research Institute (SRI) has developed a psychographic categorization
system called VALS (for “Values and Lifestyles”) that breaks people into eight different
clearly defined types
What VALS does is help with Market segmentation which is
designed to guide companies in tailoring their products and
services in order to appeal to the people most likely to purchase
them.
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DEFINING THE MEDIUM
If research is all about helping to understand how to get the right
message to the right people in the right way, then a designer
must use research to inform their recommendations about media
as well.
These methods are always changing... and so must you.
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THINGS TO PONDER
• What do they use now?
• What are they most comfortable with?
• What will make the client more appealing to them?
• How do the client’s competitors talk to them?
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Media Agnostic
Serious designers embrace the idea of being able to design for any and
all media platforms.
How to be awesome like MJ?
You need to understand each media,
the pros and cons of designing for each
one…
While being clear on how these tools are
interpreted by the target audience.
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Common Denominators
Serious designers… embrace the idea of being able to design for any
and all media platforms and how to apply their work on the chosen
medium.
It requires an understanding of:
• Content (images and words)
• Flow of information (narrative)
• Interaction (physical or virtual)
• User’s behavior (pro and con)
If in doubt… try them all so you can determine if the audience accepted
or rejected the design?
And what is the best media for the message?