The document discusses the importance of design and experience in business. It provides several indicators that design thinking is becoming a priority at many large companies and is being taught in business schools. Studies show that customer experience will be a primary basis of competition and that people are more likely to buy, recommend, and forgive mistakes with a positive emotional experience. The document argues that in today's experience economy, even small details matter greatly. It advocates for taking a customer-centric rather than tech-centric approach to create better engagement and outcomes. Design-led businesses are highlighted as examples of those powered by technology to improve services rather than being led by technical limitations. For the best results, the document concludes, design and experience need to be involved from the

1. Value of
Design +
Experience
1

2. Value of Design + Experience
Why design + experience are important
Indicators
‣ The lifecycle of design is not about making things pretty, it’s about identifying market needs, analysing behaviours, seeing opportunities,
predicting needs, articulating problems and creating solutions for meaningful results.
‣ Design thinking is inclusive and brings in all disciplines to determine what to create with the customer at the centre. When you do this,
decisions are driven by what’s needed and desired vs by what you think is technically possible.
‣ Designers bring critical thinking at the front end of innovation.
‣ M&A activity in the design space is increasing.
‣ Business schools are teaching design thinking as part of standard curriculums and more designers now have MBA’s.
‣ Many Fortune 100 companies are making design a priority at the executive level.
‣ Design teams drive customer experience metrics for an organisation.
2

3. 81% of executives
surveyed place
personalised customer
experience in their top
three priorities, with 39%
reporting it as her top
priority.”
- Accenture
89% 81% 6x 14 / 27
89% of companies believe
customer experience will
be their primary basis for
competition by 2016,
versus 36% four years
ago.”
- Gartner
People are 6 times more
likely to buy with a positive
emotional experience, 12x
more likely to recommend
the company, and 5x more
likely to forgive a mistake.”
- Temkin
In 2015 alone, 14 creative
agencies were acquired by
technology led companies,
or traditional consultancy
firms and 27 startups co-
founded by designers
have been acquired since
2010.
Value of Design + Experience
The market says design + experience is important
Studies confirm the value
3Data from: John Maeda Design in Tech 2016

4. Value of Design + Experience
In an experience economy, experience matters
We experience all the time so the slightest detail makes a difference
Way back when
4
Now
Approx 200 unlocks of phone a
day (once every 5 mins)
1 check of your phone
every 2-3 hours
That means interacting with pain points is amplified
Data from: John Maeda Design in Tech 2016

5. Value of Design + Experience
Being customer centric
Creating products and services with the customer at the core
5
From tech centric
Technology dictates what’s possible and drives
decision making often limiting the experience
To customer centric
Voice of the customer opens up the solution
space and creates longer term impact

6. Value of Design + Experience
Technology is the enabler
Not the end goal
6
The best digital products and services ‘hide’ the technology.
It is used to create better services, engagement and outcomes

7. Value of Design + Experience
Design led businesses
Powered by tech (not led by it)
AirBnB
Founded by designers
MONZO
Designing transactions
Instagram
Sold for $1bn
Jawbone
Digital health as jewellery
7

8. Value of Design + Experience
Design + experience are an investment not a cost
The value is in where that investment occurs
8
Nest: Design Led
Challenging a Category
Hive: Tech Led
Conforming to Category Conventions

9. Value of Design + Experience
Monzo transformed a category
By focussing on customer needs vs technical possibilities
Monzo
Focussing in on HOW customers use accounts
and what the ‘habit forming’ opportunities are
‣ New type of current account
‣ Makes spending transparent
‣ Easy sign up process
‣ Transparent roadmap
‣ Behaviour changing
9

10. You can’t be customer centric in the front end
if the back end isn’t constructed to
enable better experience
Value of Design + Experience
Why design + experience need to be at the table from the get-go
Engineering centric approaches inhibit front end innovation
10

11. ‣ Design + Experience shouldn’t just design the front end
It needs to influence the back end too which means being involved in decisions early. Customer experience is
enabled (or disabled) by decisions made about the technology
‣ From design + experience as an afterthought to design + experience as a central driving force
Getting in early and re-imagining the status quo means we can address things like security and trust with design
solutions that solve the customer problem
‣ Design is a partner and driver vs a service
User centricity puts the customer in the driving seat, enabling better customer experience and ultimately better
customer engagement
Value of Design + Experience
That means a change in working practices
Design and experience are currently seen as secondary
11

12. ‣ Designing systems
Customers don’t think in silos so we mustn’t design in silos. The best services are ‘joined up’
e.g Multi-product portfolio companies
‣ Designing Culture
Customer Experience Principles that apply to our products but also our space, ways of working etc
e.g IBM ad SAP use design thinking to solve problems for everything from customer service to …
‣ Solving old problems with innovative design solutions
Constraints are manageable if we know why, it’s about designing around them vs just saying ‘NO’
e.g Mondo, Atom et al have challenged the norm to find new ways of doing things (e.g compliance, on-boarding
etc)
Value of Design + Experience
Where the design can play a role
More than just veneer (not about taking over the world)
12

13. Thank You
13