Gus Desbarats, Chairman of Alloy provides a framework for the evolution of Industrial Design to define and manage disparate experiences into a meaningful brand & service

1. REBOOTING INDUSTRIAL DESIGN
FOR AN EXPERIENCE LED FUTURE
ID 2.0
GUS DESBARATS
CHAIRMAN | THE ALLOY
CHAIRMAN | BIDA
P.T. TUTOR | RCA / SERVICE DESIGN

2. ‘DESIGN’ HAS NEVER
HAD A HIGHER
BUSINESS PROFILE.

3. THE BIG ‘DESIGN’ TENT CAN BE CONFUSING
WHEN COMPANIES TRY TO CONVERT
INTEREST INTO ACTION’
FEATURING
INTERIORS|FASHION|GRAPHICS
UX|ARCHITECTURE|SERVICE
FURNITURE|PRODUCT|WEB
ILLUSTRATION|SOFTWARE

4. EVEN ‘PRODUCT DESIGN’ CAN BE A MISLEADING ‘FOCUS’ TERM

5. ‘I’ D = ENDURING PURPOSEFUL FOCUS:
INNOVATION BY ORGANISATIONS

6. FAST CHANGING SOCIAL/TECH CONTEXT
IS DRIVING CHANGES TO THE ID NEEDS
OF ORGANISATIONS
1996
2008

7. GUS = COMMUNICATING, DOING & EVOLVING
PROFESSIONAL ID VALUE PROPOSITIONS,
CONTINUOUSLY, FOR 30 YEARS..
FROM VEHICLES TO SERVICES

8. PRODUCT
SERVICE
ID’S CHALLENGE: EVOLVE & CLARIFY
OR GET DEMOTED (VANISH?)
SOFTWARE

9. THE DESIGN PROCESS EXPLOSION
DIFFERENT WAYS OF SAYING THE SAME THINGS…

10. NEEDED: A MODERNISED ‘ID 2.0’
VALUE PROPOSITION LINKING
DESIGN THINKING & DESIGN DOING:
EXPERIENCE LED DESIGN

11. ALLOY’S LUCKY ROOTS:
DISPENSERS FOR SERVICE BRANDS

12. BT TODAY: SAME BRAND, TOTALLY
NEW DEVICE CLASSES: HUBS,
SENSORS, MONITORS ETC..

13. ID SERVICE CONTINUITY:
MASTERY OF EXPERIENCE

14. NEW EXPERIENCE LED ID VALUE:
COORDINATION (GRASS VALLEY)

15. NEW EXPERIENCE LED VALUE
INNOVATION PROCESS STRATEGY (KINNARPS)

16. NEW EXPERIENCE LED VALUE
NEW MEDIA: CONNECTED DEVICES (APPS + HW)

17. Patient
Other carers
Family Friends
Homepad
GPs
Friends & Family Portal
Clinician Portal
Friends & Family Portal
Clinician Portal
NEW EXPERIENCE LED VALUE
NEW MEDIA: SERVICE SYSTEMS

18. EXPERIENCE LED =
AN ENDURING DRIVER FOR ID VALUE CREATION
(IOT AND BEYOND)

19. TODAY: ONE ALLOY TEAM,
A MODERN ‘ID 2.0’ RANGE OF SKILLS
A PRODUCT/ INTERACTION / SERVICE MASHUP

20. PITCHING ‘ID 2.0’ EXPERIENCE LED DESIGN
IN THE NEW AGE OF ‘BEHAVIOURAL BUSINESS’

21. KEY ‘ID 2.0’ MESSAGE:
‘COGNITIVE BIASES’
DRIVE OUR PERCEPTIONS.

22. KEY ‘ID 2.0’ MESSAGE:
EXPERIENCE CONTEXT
DRIVES DECISION BEHAVIOUR,
THE KEY INNOVATION RISK

23. KEY ID 2.0 MESSAGE:
ENGINEERS DON’T…

24. ID2.0 = EXPERIENCE LEADERSHIP

25. EXPERIENCE = A USEFUL PURPOSE

26. EXPERIENCE = CHOREOGRAPHY

27. EXPERIENCE = MULTI SENSORY

28. EXPERIENCE = MEANING
PRACTICAL, EMOTIONAL, COMMERCIAL

29. EXPERIENCE = ATTENTION TO DETAIL

30. ID 2.0 = EMPATHY
OUR INSPIRATIONAL CREDIBILITY

31. OBSERVE ROLE PLAY TEST
PHOTO DIARIES
EMPATHY = LEARNING STRATEGIES
HAVE A BIG TOOLKIT
INTERVIEWS

32. …YOU NEED TO GET INTO CHARACTER
EMPATHY = ‘METHOD ACTING’
PERSONAS AS INSPIRATION

33. EMPATHY = JOURNEY MAPPING
(CHOREOGRAPHY PROTOTYPING)

34. EMPATHY = A MULTI STAKEHOLDER VIEWPOINT

35. ID 2.0 = COLLABORATION LEADERSHIP :
DRIVING CROSS FUNCTIONAL ENGAGEMENT

36. COLLABORATION LEADERSHIP =
IN EARLY, OUT LATE
HOW CAN WE
GROW OUR
BUSINESS?

37. COLLABORATION LEADERSHIP =
SMART CONSTRAINT FRAMEWORKS

38. COLLABORATION LEADERSHIP =
BUILDING BESPOKE PROCESS

39. RENEWED RELEVANCE
HIGHER VALUE POSITIONING
LOWER COMPETITIVE THREAT
THANK YOU
ID 2.0 RESULT =