The impact of design in organizations continues to grow. We see more designers rising to leadership roles in the executive suite, in venture capital and in founding teams. Some would argue that design already has a seat at the table and we should stop talking about it. However, reality shows a different picture as there are thousands of design teams at different levels of influence in their organizations. We need to share our stories and lessons learned so others can avoid our mistakes and leverage what works as they pave their own leadership journeys.

1. Business Embraces Design:
Getting a Seat at the Table
Is Just the Beginning
Jose Coronado
Principal, ITX Digital
@jcoronado1 #designleadership

2. @jcoronado1 #designleadership

3. Design in my organization is…
A. Part of Product
B. Part of Engineering
C. Design is equal to Product and Engineering
D. Other…
@jcoronado1 #designleadership

4. Design in my organization reports to…
CEO
C-Suite
Sr. Leadership
Middle
Management
L1 ̶ CEO / President
L2 ̶ C-Suite Executive
L3 ̶ Senior Leadership
L4+ ̶ Middle Management
@jcoronado1 #designleadership

5. The World Around Us
Design In Tech Report – John Maeda DMI Design Value Index
CX Index – Forrester Customer Experience - Gartner
@jcoronado1 #designleadership

6. Tectonic plates are shifting
71
4
3
23
@jcoronado1 #designleadership
Design agencies acquired since 2004. >50% since 2015
Design Partners in McKinsey elected in 2016
IBM [Fellow] Distinguished Designers are corporate appointed
Venture Capital FUND$ - “Designification” of Design Funds
#DesignInTech Report @JohnMaeda

7. FORRESTER
Forrester Research Report – Ron Rogowski | June, 2008
Updated: Customer Experience Top Priority | April, 2016
70%
93%
projects fail due to lack of user
acceptance
of executives cite improving user
experience as top strategic priority
72%
of businesses name improving
customer experience as top priority
@jcoronado1 #designleadership

8. GARTNER
Gartner Surveys - Jake Sorofman | October, 2014
Updated: Customer Experience Primer for 2016 | January, 2016
89%
50%
of companies expect to
compete mostly on the basis
of customer experience by 2017
(versus 36% four years ago)
of consumer product investments will
be redirected to customer experience
innovations by 2017
@jcoronado1 #designleadership
CUSTOMER EXPERIENCE Is the New Battlefield

9. DESIGN MANAGEMENT INSTITUTE
Good Design Drives Shareholder Value - Design Value Index Study
Design Management Institute with Motive Strategies | April, 2015 @jcoronado1 #designleadership
DMI – Design Value Index 2005-2015Design-Driven Companies
Apple
Coca-Cola
Ford
Herman-Miller
IBM
Intuit
Nike
Procter & Gamble
Starwood
Starbucks
Stanley Black & Decker
Steelcase
Target
Walt Disney
Whirlpool
$117 M
$311 M
Revenue Impact

10. The Journey…
@jcoronado1 #designleadership

11. My Design Leadership Journey
Team
Member
Team of
One
Build
from the
Ground
Up
Grow &
Evolve
Transform
& Expand
@jcoronado1 #designleadership

12. Design Leadership Conversations
Thank you to the following design leaders for sharing their stories:
• MJ Broadbent, Sr. UX Director, GE Digital
• Celeste Olivieri, Head of UX Design, Mural
• Jack Cole, Director of Design, Motivate Design
• Sami Niemelä, Founder and Creative Director, Nordkrapp
• Kassie Chaney, Senior Manager, User Experience Research, LinkedIn
• Alberta Soranzo, End-to-End Service Design Director, Lloyds Banking Group
• Nick Finck, User Experience Toreador. General Assembly, former Facebook & Amazon
• Andreas Hauser, Senior Vice President and Global Head of Design Services and the SAP AppHaus
@jcoronado1 #designleadership
8INTERVIEWS

13. “Design got its seat at the table
which is good because
we can shut up about it now.”
@jcoronado1 #designleadership
and always share your story
^

14. Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN
LEADERSHIP
DESIGN
STRATEGY
DESIGN
VALUE

15. Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN
LEADERSHIP

16. Design Leaders are hired to lead…
but they should not be alone
@jcoronado1 #designleadership

17. Strong partnerships will determine design
influence and success in the organization.
@jcoronado1 #designleadership

18. As Design Leaders, we must listen,
ask questions, learn what motivates them
and what keeps them up at night
@jcoronado1 #designleadership

19. We should not be talking at,
let alone be throwing the book
at our peers or clients.
@jcoronado1 #designleadership

20. Lead with empathy and compassion and
forge strong trusting partnerships
based on transparency and results
@jcoronado1 #designleadership

21. Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN
STRATEGY

22. Design Vision
We need to define what design means to the
organization, in collaboration with others.
@jcoronado1 #designleadership

23. Design Execution
“Show, don’t tell”
Roll up your sleeves.
Promote your team success.
@jcoronado1 #designleadership

24. DESIGN
at all
levels of
scale
STRATEGY
STRUCTURE
VISION
SURFACE
10,000 ft..
1,000 ft.
100 ft.
10 ft.
1 ft.
Org Design for Design Orgs
Building and Managing In-House Design Teams
By Peter Merholz, Kristin Skinner @jcoronado1 #designleadership

25. Customer Experience
It is about the customer.
It is not about design…
@jcoronado1 #designleadership

26. Diversity is Critical
Embracing diversity of thinking
and cross functional perspectives,
poises your team to create disruptive solutions.
@jcoronado1 #designleadership

27. We need to increase the
Business & Technology IQ
of the Design Team
@jcoronado1 #designleadership

28. Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN
VALUE

29. Design Value
@jcoronado1 #designleadership
How does your team or
your organization
measure design value?

30. How Do We Measure Customer Delight?
Experience Value
Dave Lippman, eBay VP of Design – High Resolution @jcoronado1 #designleadership

31. 5 Kinds of Value
• Functional
• Financial
• Emotional
• Identity
• Meaningful
BLIND SPOT – Nathan Shedroff, Steve Diller and Sean Sauber
Quantitative Value
Qualitative Value
Premium Value
@jcoronado1 #designleadership

32. Facebook buys Instagram for Premium Value
Total Value
FUNCTIONAL
FINANCIAL
EMOTIONAL
IDENTITY
MEANINGFUL
$80 MM
$1.0 B
$1.1BBLIND SPOT – Nathan Shedroff, Steve Diller and Sean Sauber @jcoronado1 #designleadership

33. Global CIO Perspective
$35 M
Design ROI for One Project
@jcoronado1 #designleadership

34. Customer Support
$2.9 M
Savings in labor costs
by cutting call times by half
@jcoronado1 #designleadership

35. Sales & Product Executives
300%
Year over Year Sales Conversion Increase
@jcoronado1 #designleadership

36. Show me the money…
@jcoronado1 #designleadership

37. DESIGN
LEADERSHIP
DESIGN
STRATEGY
DESIGN
VALUE
Pillars of the Design Leadership Journey
Lead with empathy•
and compassion
Develop strong•
partnerships
Engage and•
empower your
team
@jcoronado1 #designleadership
Define Design•
Focus on Customer•
Experience
Shine in execution at•
all levels of scale
Promote Diversity•
Determine•
important metrics
to the organization
Measure impact•
Quantify value•

38. Design leaders do not deserve
a seat at the table…
@jcoronado1 #designleadership

39. Design leaders must work hard
to earn a seat at the table
@jcoronado1 #designleadership
Design leaders do not deserve
a seat at the table…

40. Business Embraces Design:
Getting a Seat at the Table
Is Just the Beginning
Jose Coronado
Principal, ITX Digital
@jcoronado1 #designleadership

41. References
• Design in Tech Report by John Maeda - Design trends revolutionizing the entrepreneurial and corporate ecosystems in tech.
Related M&A activity, new patterns in creativity × business, and the rise of computational design. (Website | Video | Slides)
• Forrester Research – CX Index
• Design Management Institute (DMI) – Design Value Index
• Design ROI - Measurable Design – Report Published on Jun 11, 2013
• The many ways Design adds business value (short article, based on Design ROI)
• The Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead (Catherine Courage at Enterprise UX 2015)
• Org Design for Design Orgs by Peter Merholz & Kristin Skinner
• Blind Spot by Nathan Shedroff, Steve Diller and Sean Sauber (Book, Using the Waveline Workshop)
• Design is a Job & You are My Favorite Client (Books) and 13 Ways Designers Screw Up Client Presentations (Video) by Mike
Monteiro
• Getting Fired Over Chapter 7 by Audrey Crane (Video from Enterprise UX Conference)
• High Resolution (Podcast) interviews with 25 design leaders
@jcoronado1 #designleadership