The Role of Design in Business
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Historically, business has leveraged design to communicate the value of services and/or products, leveraging design through surface level principles. Although this structure has remained unchanged for decades, design is beginning play a greater and more powerful role in business. Today, the role of design is shifting from a communication tool, to a translation tool – turning user needs into business insights and product offerings, leveraging design through human centered principles. The designer’s role has traditionally come at the END of the development of a product or service. The increasing popularity of roles like UX designer and executive levels in charge of Design/Experience speaks volumes to the fact that business is now assigning a greater value on design by incorporating it from the beginning to the end of product development.
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The Role of Design in Business
- 1. The Role of Design in Business
- 2. Hello! My name is Jake Wells. UX Designer EPAM Empathy Lab Former Co-founder ElectNext Email jake_wells@epam.com Twitter @wells_jake
- 3. The Role of Design in Business “We are on the cusp of a design revolution in business, and as a result, business people don’t just need to understand designers better – they need to become designers.” - Roger Martin - Dean, Rotman School of Management
- 4. What you’re in for tonight… Design Principles! 20th vs 21st Century ! Design Process! Approach & Technique Examples! Startups, Corporations,! & Agencies New Professional Roles! Rise of the DEO Hybrid Degree Programs! The Design MBA
- 5. 20th Century design… image usability identity functionality interface technology trend status marketing interface scalability interface immediacy wow factor interface single solution
- 6. 20th Century design… image usability SURFACE LEVEL PRINCIPLES identity functionality interface technology trend status marketing interface scalability interface immediacy wow factor interface single solution
- 7. 20th Century design… image usability SURFACE LEVEL PRINCIPLES identity functionality interface technology trend status marketing interface scalability interface immediacy wow factor interface single solution 21st Century design… cognitive science human behavior accessibility ethnography interface adaptability human behavior ethics autonomy interface systems integration social innovation holistic
- 8. 20th Century design… image usability identity functionality interface technology trend status marketing interface scalability 21st Century design… cognitive science SURFACE LEVEL PRINCIPLES interface immediacy wow factor interface single solution HUMAN CENTERED PRINCIPLES human behavior accessibility ethnography interface adaptability human behavior ethics autonomy interface systems integration social innovation holistic
- 9. 20th Century design… Usability & Functionality Image & Trend Interface & Technology Status & Immediacy On the surface, what do people want?
- 10. 21st Century design… Needs, Pain Points, and Struggles Observable Behaviors Hidden Anxieties Inner Motivations What do we find if we look below the surface?
- 11. Empathy helps us understand what people need observe need
- 12. observation…
- 13. Asking helps us understand what people want think speak want
- 14. surveys…
- 15. want and need are not equal in value… speak think want observe = need
- 16. Understanding need creates valuable insights… Understanding Human Needs 1 2 happy customers, users, & employees 3 timeless, accessible design 4 need meaningful engagement revolutionary, life-changing innovation 5 long term business strategy
- 17. Long Term Value NEED OPTIMUM VALUE Short Term Value WANT
- 18. Approach & Process “While it is less understood than scientific thinking, design thinking has characteristics of great value to teams dealing with complex, ill-formed problems.” - Charles Owen - Institute of Design, IIT
- 19. What is exactly is design thinking? 1960’s 1980’s Design Science Participatory Design! Herbert Simon! Horst Rittel ! 1990’s Cognitive Reflections User Centered Design! Bryan Lawson! Nigel Cross! Donald Schon! Donald Norman! 2000’s Process Methods Meta-Design! Richard Buchanan! William Rouse! Ezio Manzini! ! 2010’s Now Mindset Service Design! Human Centered Design! Lucy Kimbell! Tim Brown! Roger Martin! Design Thinking evolved from several different (collaborative) design process methods, developed to extend design to other areas of practice.
- 20. Tim Brown, Change by Design
- 21. Design is a process… Understand Explore Brainstorm Research Learn Prototype Develop Final Concepts
- 22. Design is a process… Understand Explore Develop Brainstorm Divergent Convergent Final Research Learn Concepts Thinking Thinking Prototype
- 26. Design Process + Business Strategy Understand Research Explore Develop Brainstorm Learn Prototype Final Concepts Multiple Solutions Simultaneously Tested To arrive at an informed and valuable solution that saves money and time in the long run.
- 27. Businesses Leveraging Design “Today more than ever, business growth requires an ability to see new possibilities, and seeing new possibilities requires new ways of looking at the world.” - Sarah Rottenberg & Isabel O’Meara
- 29. Apple Technology
- 30. Airbnb Hotels
- 35. Reboot Agency
- 36. New Professional Roles “Leaders who understand the transformative power of design and embrace its traits and tenets can command in times of change. We call these leaders DEOs—Design Executive Officers—and they are our new heroes.” - Maria Guidice - Author, Rise of the DEO
- 37. User Experience Design User Experience Design Jobs - 13,900 Financial Analyst Jobs - 6,133
- 38. Chief Innovation Officer AMD Citigroup Owens Corning Humana Coca Cola interface interface DuPont Johnson & Johnson Since the dot-com era of the 1990s the rate and scale of disruption brought about by innovation has massively accelerated, crushing the average length of time a company remained on the S&P 500s stock index from 57 years in the 1950s to 18 by 2008.
- 39. Rise of the DEO “We are on the cusp of a design revolution in business, and as a result, business people don’t just need to understand designers better – they need to become designers.”! - Roger Martin - Dean, Rotman School of Management
- 40. New Educational Programs “Too often, companies and individuals assume that creativity and innovation are the domain of the “creative types.” But two of the leading experts in innovation, design, and creativity on the planet show us that each and every one of us is creative.” - David Kelley - Founder, IDEO
- 41. In Philadelphia alone… Master of Social Innovation @ University of the Arts Strategic Design MBA @ Philadelphia University Integrated Product Design @ University of Pennsylvania
- 42. In Philadelphia alone… Master of Social Innovation @ University of the Arts Strategic Design MBA @ Philadelphia University Integrated Product Design @ University of Pennsylvania Other Programs… Business Design @ Rotman School of Management d School @ Institute of Design at Stanford Design/MBA @ IIT Institute of Design
- 44. In Summary “Taking a human-centered approach to market segmentation can help organizations identify new opportunities for growth” - Johannes Seemann - Rotman on Design
- 45. Summary… 1 Design and Business personalities are merging
- 46. Summary… 1 Design and Business personalities are merging 2 20th Century design was about surface level principles
- 47. Summary… 1 Design and Business personalities are merging 2 20th Century design was about surface level principles 3 21st Century design is about human centered principles
- 48. Summary… 1 Design and Business personalities are merging Solid… 2 20th Century design was about surface level principles Solid… 3 21st Century design is about human centered principles Solid… 4 Ethnography & behavioral science helps us understand motives
- 49. Summary… 1 Design and Business personalities are merging 2 20th Century design was about surface level principles 3 21st Century design is about human centered principles 4 Ethnography & behavioral science helps us understand motives 5 A balance of human need and want = optimum business value 20th Century design
- 50. Summary… 1 Design and Business personalities are merging 2 20th Century design was about surface level principles 3 21st Century design is about human centered principles 4 Ethnography & behavioral science helps us understand motives 5 A balance of human need and want = optimum business value 6 Design Thinking isn’t new, it’s actually been around for a long time
- 51. Summary… 1 Design and Business personalities are merging 2 20th Century design was about surface level principles 3 21st Century design is about human centered principles 4 Ethnography & behavioral science helps us understand motives 5 A balance of human need and want = optimum business value 6 Design Thinking isn’t new, it’s actually been around for a long time 7 It’s hard, but anyone can learn and leverage a design process
- 52. Summary… 1 Design and Business personalities are merging 2 20th Century design was about surface level principles 3 21st Century design is about human centered principles 4 Ethnography & behavioral science helps us understand motives 5 A balance of human need and want = optimum business value 6 Design Thinking isn’t new, it’s actually been around for a long time 7 It’s hard, but anyone can learn and leverage a design process 8 A new wave of leaders is coming, and trends in jobs/ed prove it
- 53. Thank You Let’s chat! UX Designer EPAM Empathy Lab Former Co-founder ElectNext Email jake_wells@epam.com Twitter @wells_jake
Editor's Notes
- •Slide 2 My name is Jake Wells and to let you know a little bit about me and why I’m here. Currently I am a User Experience Designer at EPAM Empathy Lab here in Philadelphia, I’m an adjunct
- •Slide 3 “We are on the cusp of a design revolution in business, and as a result, business people don’t just need to understand designers better – they need to become designers.”
- •Slide 4 Tonight we are going to take a look at where we’ve come from: design and business in the 20th century, to where we currently are here in the 21st century. We’ll talk a little bit about history, process and approach, look at some examples, new professional roles, and new educational programming.
- •Slide 5 - 620th century design - When we think of design as it relates to business in the 20th century, we think of things like image, usability, interface, trend, immersive experiences. Historically, business has leveraged design graphically, to communicate the value of their services and/or products through marketing, create an appeal through branding, or craft a more usable experience, but it usually came as an after-thought or an effort to bandaid a sticky situation, fix a feature or keep up with the competition.
- Design’s role usually took place at the end of the development of a product or service. From the 1960‘s until the late 90‘s these trends in design for the corporate world had remained unchallenged for the most part. And so 20th Century design was very surface level in many of it’s defining characteristics and principles.
- •Introduction 2 •Slide 7 - 8 21st Century design - technology is more accessible and while still the backbone to many businesses, design is becoming the differentiator among product and service offerings. Design is delving deeper and cross collaborating into the worlds of cognitive science and anthropology.
- Design is now an integrated process, helping businesses approach complex problems, and connect with people’s observed needs rather than their expressed wants. And while design is maturing in it’s ability to uncover valuable business insights, more and more businesses are allowing human need to drive the business and increase their profit margins.
- •Slide 19 - 20 Design thinking was a realization through the evolution of different (collaborative) design process methods that were developed to improve and extend design to other areas of practice.
- From Tim Brown’s book Change by Design
- •What is Design Thinking? 2 •Slide 21 A design thinking process could typically has seven stages: 1) Understand: research, establish assumptions, define initial questions 2) Explore: talk to people, look at competitors and parallels, learn from previous mistakes3) Brainstorm: create many ideas no matter how far fetched4) Prototype: prototype your best ideas, multiple ideas, the more the merrier5) Learn: Learn from the reactions to your prototypes, synthesize your findings6) Develop Final Concept: If the timings right move forward7) Implement: Build itWithin these seven steps, problems can be framed, the right questions can be asked, more ideas can be created, and the best answers can be chosen. The steps aren't linear; they can occur simultaneously and can be repeated.
- •Divergent & Convergent Thinking •Slide 22 Unlike analytical thinking, design thinking is a creative process based around the "building up" of ideas. There are no judgments early on in design thinking. This eliminates the fear of failure and encourages maximum input and participation in the ideation and prototype phases. Outside the box thinking is encouraged in these earlier processes since this can often lead to creative solutions. divergent thinking and convergent thinking to explore many possible solutions. Divergent thinking is the ability to offer different, unique or variant ideas adherent to one theme while convergent thinking is the ability to find the "correct" solution to the given problem. Design thinking encourages divergent thinking to ideate many solutions (possible or impossible) and then uses convergent thinking to prefer and realize the best resolution.
- •Typical Analytical approach to problems 1 •Slide 23 Analytical approaches usually focus on singular solutions. This means that all energy, attention and money is focused one single solution. Essentially, all the eggs are in one basket.
- •Typical Analytical approach to problems 2 •Slide 24 The problem here is that no other solutions have been explored, so it makes it really difficult to move backwards. Out of pressure to perform, most are pushed forward even if the strategy is less than popular.
- •Typical Analytical approach to problems 2 •Slide 25 And the longer you move forward you purge more money, create messier product, that is of lesser value to your customers.
- •Business + Design Approach •Slide 26 And so if we take a look back at our design process, we can see how Design Thinking coupled with Human Centered research can amount to highly informed and valuable business solutions that will save money and time in the long run.
- •Google •Slide 28 #1: Focus on the user and all else will follow. Since the beginning, we’ve focused on providing the best user experience possible. Whether we’re designing a new Internet browser or a new tweak to the look of the homepage, we take great care to ensure that they will ultimately serve you, rather than our own internal goal or bottom line.
- •Apple •Slide 29 Apple reports environmental impact comprehensively. We do this by focusing on our products: what happens when we design them, what happens when we make them, and what happens when you take them home and use them.
- •Airbnb •Slide 30 Both the CEO and CPO graduated from the Rhode Island school of Design Idustrial Design program, considered one of the best ID programs in the country.
- •Warby Parker •Slide 31 A collaboration between four close friends, Warby Parker was conceived as an alternative to the overpriced and bland eyewear available today. Prescription eyewear simply should not cost $300+. The industry is controlled by a few large companies that have kept prices artificially high, reaping huge profits from consumers who have no other options. By circumventing traditional channels and engaging with customers directly through our website, Warby Parker is able to provide higher-quality, better-looking prescription eyewear at a fraction of the price.
- •Acumen Fund •Slide 32 A BOLD NEW WAY OF TACKLING POVERTY THAT’S ABOUT DIGNITY, NOT DEPENDENCE, AND CHOICE, NOT CHARITY. Engaging design process and thinking to solve tough social issues globaly.
- •EPAM Empathy Lab •Slide 33 We conceive, create and manage strategic solutions for the entire digital media supply chain, creating systems and experiences that optimize the management, discovery and monetization of content. Our clients rely on us to deploy new and transformative operational capabilities to help them succeed in a highly competitive and complex marketplace.
- The Action Mill offers a range of services for improving work and culture, including workplace assessments, trainings, leadership coaching, and habit change engagements. Our Co-Design method creates customized habits and processes for your team, company or organization. We work with teams that are tackling new problems and groups that need to work effectively across silos. We help organizations become more agile and take advantages of opportunities, and we work with leaders and groups in transition.
- •Reboot •Slide 35 We help the world’s leading organizations become more responsive to the communities they serve. We design and implement systems that enable institutions and individuals to engage one another in tackling social challenges. Empathy is integral to our approach.
- •ob Security...Design Jobs are booming •Slide 37In the 90s, Financial Analyst was one the most popular jobs. Now, in a search on Linkedin we see that there are more than double the amount of UX jobs as compared to financial analyst
- •Chief Innovation Officer •Slide 38 Since the dot-com era of the 1990s the rate and scale of disruption brought about by innovation has massively accelerated, crushing the average length of time a company remained on the S&P 500s - stock index from 57 years in the 1950s to 18 by 2008. Innovation is key to corporations staying on top.
- •Rise of the DEO •Slide 39“We are on the cusp of a design revolution in business, and as a result, business people don’t just need to understand designers better – they need to become designers.” We need to minds of business and the minds of design to converge and become one. And it seems to be happening.
- •New Educational Programs •Slide 40We are seeing really interesting hybrid degree programs in schools. David Kelley founder of IDEO just released his new book Creative Confidence and says... “Too often, companies and individuals assume that creativity and innovation are the domain of the “creative types.” But two of the leading experts in innovation, design, and creativity on the planet show us that each and every one of us is creative.”
- •Other Programs •Slide 42Business Design - Rotman School of Managementd School - StanfordDesign MBA - IIT Institute of Design
- •Rise of the DEO •Slide 43As out lined in the book, this is a visual map of the characteristics of our future creative business leaders