Design and innovation leaders from SAP, Samsung, KPMG, and Dr Reddy's Laboratories share their design secrets, in a panel I moderated recently. The live session was at the Design + Experience Summit at the NASSCOM Product Conclave on Oct 26th, in Bengaluru. The deck is here for anyone who wants to join in on the conversation - let's break the secrecy around design, together!

1. #designsecrets

2. #designsecrets1 / but where is design?
body
Design is important - as the last stop before a
product hits the market
mind
Design is the way we think about complex
problems and its our go to for innovation projects
heart
We are in love with design, with our customer and
welcome what if, why not questions, rough prototypes,
a little bit of chaos is a part of our everyday
soul
Design is our living, breathing culture -our walls are
full of it, our CEO is a design mind and design sits
on his right hand side on every decision he takes.
Sonia Manchanda

3. we are a kind of
conscience keeper
on design thinking
#designsecrets1 / but where is design?
Lakshman Pachineela Seshadri
heart & soul
Design/Design Thinking can manifest in different forms in the same organization
For us it is both heart and soul as we are a kind of conscience keeper on this topic.

4. #designsecrets1 / but where is design?
Lakshman Pachineela Seshadri
heart & soul

5. #designsecrets1 / but where is design?
Param Venkataraman
heart & soul
We use human centered
Design Thinking
To build empathy through
deep, qualitative primary
research
To create products and
services that address
unmet needs
To build a culture of rapid
prototyping and iteration

6. #designsecrets1 / but where is design?
heart & soul
36+ months,
20+ projects,
1000+ Patient
Interactions…
We genuinely attempt at getting into the
real patient’s world, and understanding
their context and needs.
It also helped that our CEO was available to
distract children who threatened to disrupt
our ethnographic research!

7. #designsecrets1 / but where is design?
Saumitri Choudhury
body, mind, heart & soul
Design is an imperative, not an option (BODY)
Curiosity, thought and questioning is put into
Design (MIND)
Belief in Design (HEART)
Design as conscience-keeper of user value (SOUL)
But Sustainable Value?

8. #designsecrets1 / but where is design?
Saumitri Choudhury
Design is about People
‘Us and Our Story’
body, mind, heart & soul

9. #designsecrets1 / but where is design?
Ashvin Vellody
mind
Design is a good process but with idiosyncrasies.
Does design know how
to get to the money?!?

10. #designsecrets2 / share your secret
share your
secret
Sonia Manchanda

11. strategic design sensory
branding distributed
design management
c r e a t i v e l e a p s R i g h t
b r a i n e d I n t e g r a t i v e
thinking Human Centered
empathy
#designsecrets2 / my design secret
Ashvin Vellody
simplicity
has unimaginable
premium
Jargonspeak is
high… focus instead
on delivering the
goods
base it very much
on the real life

12. #designsecrets2 / my design secret
Problem Framing vs. Problem Solving
‘Design early or Jugaad later’
Problem Space Solution Space
Art
Science
EXPLORE
INVESTIGATE
Engineering
BUILD
FRAME
COMMUNICATE
Design
Saumitri Choudhury

13. Good design is
just one of the
ingredients
HUMAN CENTERED DESIGN
+ RIGHT TECHNOLOGY
+ SMART BUSINESS MODELS
+ TRULY COLLABORATIVE & ALIGNED TEAM
+ RIGHT TIMING = SUCCESSFUL INNOVATION
“Design is too important to be left to Designers” - Raymond Loewy
#designsecrets2 / my design secret
Param Venkataraman

14. #designsecrets2 / my design secret
Param Venkataraman
Incremental
changes - the
‘tiny, little things’-
can result in
big impact

15. #designsecrets2 / my design secret
Param Venkataraman
Design,
meet Business.
Business,
meet Design!

16. #designsecrets2 / my design secret
Lakshman Pachineela Seshadri
empathy understand
personas
‘help me get
coffee in an
easy and
enjoyable way!!’

17. #designsecrets3 / your design revelation
your design
revelation…
Sonia Manchanda

18. #designsecrets3 / your design revelation
Constraints Toggle
for more compelling ideas
People (end users/customers)
need Love and not Technology
necessarily

19. #designsecrets3 / your design revelation
THINK big. START small.
Surround yourself with
awesome T-shaped people.
Invest in culture first, and
continuously.

20. #designsecrets3 / your design revelation
Engineer +
Industrial Designer +
MBA + Illustrator + Dog lover
Engineer +
MBA + Dog Coach +
Biker
Graphic Designer + Artist
+ Singer
Industrial Designer + Interaction Designer +
Electronics Geek +
Half-Danish / Half-Marathi
Industrial Designer + Gaming Nerd
Social Science +
Film Maker + Photographer +
Interaction Designer
Graphic Designer +
Human Factors Researcher + Traveller +
Army Child
Psychologist + Social Scientist + Poet +
Dancer + Performer
Industrial Designer + Human Factors
Researcher
Hotel Management / Hospitality
Manager, Operations Manager,
Experience Designer
Param Venkataraman

21. #designsecrets3 / your design revelation
Sustaining Insights
Meaningful Design through
Empathetic Mindfulness

22. #designsecrets3 / your design revelation
Perseverance
is the key

23. #designsecrets4 / …your design process
…your design
process
Sonia Manchanda
+ most
important step/s

24. Collaborate 2 Create
Ashvin Vellody
#designsecrets4 / design process

25. #designsecrets4 / design process
‘Design is Play and Interplay’
Design Process –
a perspective Wisdom
PAST
Ideas
PRESENT
Imagination
FUTURE
Play
&
Inter-play
Saumitri Choudhury

26. #designsecrets4 / design process
BUILDING EMPATHY INSIGHTS
& OPPORTUNITIES
SOLUTION DESIGN
& PROTOTYPING
GO LIVE
Param Venkataraman

27. Lakshman Pachineela Seshadri
#designsecrets4 / design process

28. #designsecrets4 / design process
DESIGN
FEEL THINK DO
PERSONAS
DesignResearch
JOURNEYS
INSIGHTS
DataMining
CREATIVE
DESTRUCTION
BIZ + BRAND
+ EXPERIENCE
STRATEGY
IDEAS
Materials,technologies
techniques,Research
BOARDS
STORIES
+ CONTENT
DESIGN
DETAIL
BUILD
PLAN PROTOTYPE ITERATE
Workwithinconstraints
Documentation
TIME
SCOPE
BUDGET
ROUGH MODELS
WORKING
PROTOTYPES
DESIGN
KIT
REFINE
TEST
REFINE
SPREAD
COMMUNI-
CATE
ENGAGE EXPAND
GROW
COMMUNITY
BUILD
NETWORKS
Consistentandcreative
Nurturingeachconnection
COMMUNICATION
STRATEGY
FILM + PRINT
PHYSICAL
DIGITAL
PERSUASIVE +
RESPONSIVE
+ INTERACTIVE STRATEGY
DESIGN PROGRAM
+ ELEMENTS
STRUCTURED
ROLL OUT
DESIGN BOOK
+ DESIGN BANK
Sonia Manchanda

29. #designsecrets5 /design secrets of millennials
Sonia Manchanda
…design secrets
of millennials

30. Lakshman Pachineela Seshadri
Learnings from the
Next generation
Keep Cool! Conscious and
respect to people
who matter to you!
Know everything
around you even if you
don’t look like you do!
Wifi and Mobile
phone is life!
#designsecrets5 /design secrets of millennials

31. Learnings from the
Next generation
With time, don’t give up
doing what you loved,
and what inspires you.
You have to adapt to
rapid change.
One’s work is one’s
lifestyle. They are in
continuity.
#designsecrets5 /design secrets of millennials