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![Strategically help [others] in order to gain help
another time, getting close to a frenemy in
order to actually help each other or pairing up
with those that you don't work well with to
force you to work it out.
Kate Tarling
Service Design, Home Office
Mentor, Techstars
Design leadership, Fly UX](https://image.slidesharecdn.com/jasonmesutuxls2017-170803090702/75/Jason-Mesut-Tactics-for-Amplifying-the-Strategic-Value-of-Design-87-2048.jpg)
![[too often] people keep going back to pitches
and eye candy — sell them sexy shit, try to
deliver sexy shit, and if things don't quite work
out, then manage client expectations using
other sexy shit.
Boon Yew Chew
Manager, Experience Design and SapientRazorfish
Board Director at IxDA](https://image.slidesharecdn.com/jasonmesutuxls2017-170803090702/75/Jason-Mesut-Tactics-for-Amplifying-the-Strategic-Value-of-Design-173-2048.jpg)
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Jason Mesut - Tactics for Amplifying the Strategic Value of Design
The document discusses the challenges designers face in being heard and respected within organizations while highlighting their potential to contribute positively to business. It emphasizes the importance of connection, reasoning, and manipulation in elevating a designer's influence and effectiveness. The need for designers to understand and align with stakeholder motivations is crucial for unlocking their potential and driving impactful design solutions.
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Jason Mesut - Tactics for Amplifying the Strategic Value of Design
- 1. CRM Amplifying design through connection,reasoning and manipulation 30 Jun 2017 | UX Lausanne Jason Mesut Resonant Design and Innovation @jasonmesut
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- 10. Jason (2001) Naive, shy Greatideas, poor execution Hard working rebel Succumbed to anxiety 2001
- 11. Amazon future readingconcept eInk based ebook Social networking Micropayments 2001
- 12. Anthony (Tony) Ward Wellspoken Posh player Plagiarist Hard working execution 2001
- 13. British Airways Pod Intelligentfood tray for airplane Model made by suppliers Funded by his work placement 2001
- 14. Interaction designer withinan Industrial Design consultancy Innovative design work Creative designers Moderate salary Graduate within a management consultancy Suit every day Corporate business folk Big bucks VS
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- 17. I went tothe management consultancy and joined the graduate programme
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- 20. In one sessionI contributed an idea to the group
- 21. It wasn’t heard. Barelyacknowledged.
- 22. Moments later, someone elsesaid the same thing. Everyone loved it.
- 23. WTF? Has that ever happenedto you?
- 24. No more I hadto battle my demons, and my natural designerly self to get myself heard. To be asked into the room.
- 25. But why isa designer’s voice so important?
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- 27. Sami Niemala Founding partner,Designer Nordkapp
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- 29. Creative problem solvers Patternsensers. Combine concepts. Ask What If? Explore alternatives.
- 30. Passionate about progress Strivefor better. Emotive.
- 31. Translate to tangible Functional.Usable. Aesthetic.
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- 33. Designer desires I keephearing similar things across the design industry
- 34. Be appreciated Maximize value.Minimise waste.
- 35. Make the worldbetter Create something better
- 36. Get a seatat the table Seeking senior influence
- 37. Designers suffer Relevance failure Lee Sankey DoorGlobal Former Director of Design, Barclays
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- 39. Pretentious?Designers touching theirfaces (http://dttf.tumblr.com/)
- 40. Misunderstood Arty and fluffy. Notrational.
- 41. Proposition of pretty We’reslaves to the shiny things we are asked to create
- 42. Portfolio driven design Toomany designers driven to chase latest cool tech VR, AR, chat bots, IoT
- 43. Idealistic Liberal politics. Strong puristentitled ethics. Optimistic, sometimes naive.
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- 47. Tribalistic We stick toour own. Cult-like cliques. Regurgitate the same stuff.
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- 50. Desires vs Dilemmas Butwe are (seen as) – Artistic or pretentious – Idealistic – Indecisive – Purveyors of pretty – Tribalistic – Emotional We want our – Voice to be heard – Efforts respected – Value maximised – World to be better
- 51. How can wefulfil designers desires to unlock their potential despite these dilemmas?
- 52. Designers have tostop playing the victim
- 53. Make it happen Seeksolutions Own it Acknowledge reality Wait and hope I can’t Blame and complain Unconscious unaware Accountable = influential Victim Skyscanner Designers use The Accountability Ladder Steve ‘Buzz’ Pearce Global Head of Design, Skyscanner
- 54. Make it happen Seeksolutions Own it Acknowledge reality Wait and hope I can’t Blame and complain Unconscious unaware Accountable = influential Victim How can designers move from being a victim to making the change?
- 55. No silver bulletstoday Just experiences + frameworks that may help you in your work
- 56. Confronting some large elephantsin the room You may find what I say uncomfortable
- 57. How can designersstop playing the victim and get better traction for their work?
- 58. A hypothesis A newtwist on a popular term A framework, and related tips from successful designers that can help you make more impact with design
- 59. C R M ConnectionReasoning Manipulation
- 60. C R M ConnectionReasoning Manipulation
- 61. C R M ConnectionReasoning Manipulation System Different fields Individuals
- 62. C R M ConnectionReasoning Manipulation System Different fields Individuals Argue Throughout More objectively
- 63. C R M ConnectionReasoning Manipulation System Different fields Individuals Argue Throughout More objectively Work Messages Yourself
- 64. C R M ConnectionReasoning Manipulation System Different fields Individuals Argue Throughout More objectively Work Messages Yourself
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- 67. Who exactly dowe have empathy for? Is it enough?
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- 71. Connect to Business Connectto the bigger picture strategic goals
- 72. Business driver Brand Operations Employees Customers Users Design goals Support Enhance Consider Appeal Increaserevenue Reduce cost Demonstrate relevance Build on principles and identity Avoid repetitional damage Extend value proposition Limit change Mitigate risk Limit cost of training Retain job Increase value in role Support their motivations For example Best deal Desirable Reward loyalty Fits workflows Usable Low effort What outcomes do different aspects of the business want to achieve?
- 73. If you don’tknow, assume Too often, higher level strategy is unclear. It helps if you make some assumptions.
- 74. Learn to play thegame you’re in Clare Munday Experience Design Director Independent
- 75. Understand how thebusiness you are in works. Commercially. What numbers and tangibles it values. Then translate what you are doing into those. Learn to play the game you are in. Clare Munday Experience Design Director Independent
- 76. How the hubssupport the definition NHS Choices continuously improves health information and delivers it through the most appropriate use of digital channels. Both are proven to support positive behavioural change Empowering citizens by providing the nation’s digital front doors to health information Improve the health of the nation Improve the effectiveness of DH Increase Capita’s profitability Part of, and, supporting the NHS’s spectrum of urgency 999 Our client Our client’s, client’s customer Gov agency Our client’s client
- 77. How the hubssupport the definition NHS Choices continuously improves health information and delivers it through the most appropriate use of digital channels. Both are proven to support positive behavioural change Empowering citizens by providing the nation’s digital front doors to health information Improve the health of the nation Improve the effectiveness of DH Increase Capita’s profitability Part of, and, supporting the NHS’s spectrum of urgency 999 Our client Our client’s, client’s customer Gov agency our client’s client
- 78. Understand the complexities of theend-to-end process Boon Yew Chew Manager, Experience Design and SapientRazorfish Board Director at IxDA
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- 82. Jargon Documentation Communication Motivation Values Principles Methods Software Approaches Value Uniqueness Horizons Timelines Pace Offer Mindset LanguageTools Time Acknowledge ground you could share
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- 85. For example Legal andDesign
- 86. Strategically help others Kate Tarling ServiceDesign, Home Office Mentor, Techstars Design leadership, Fly UX
- 87. Strategically help [others]in order to gain help another time, getting close to a frenemy in order to actually help each other or pairing up with those that you don't work well with to force you to work it out. Kate Tarling Service Design, Home Office Mentor, Techstars Design leadership, Fly UX
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- 89. Connect to People Empathisewith all the different people you need to interact with. NOT just users.
- 90. Seek out allies and alliances KateTarling Service Design, Home Office Mentor, Techstars Design leadership, Fly UX
- 91. Seek allies andalliances Figure out who is inspired and wants to support. Who is not but is willing to align with what you're trying to do. Whose interests run parallel with yours. Kate Tarling Service Design, Home Office Mentor, Techstars Design leadership, Fly UX
- 92. Avoid, over-rule orwork against Those who run contrary to your ideals, and who are just on some kind of power trip. Who will always be contrarian no matter what, and therefore you need to avoid, over-rule or work against, to protect your energy and health. Kate Tarling Service Design, Home Office Mentor, Techstars Design leadership, Fly UX
- 93. Create totems to findthe open minds Dave Malouf Director of Product Design, Digital Ocean
- 94. I created atotem to show the contrast of what was possible and unstick the model. It shook people up and got their minds loose. It helps you find the open minds. Then have a drink or lunch with them to start the evangelising process. Aim high! Dave Malouf Director of Product Design, Digital Ocean
- 95. Connect to individuals Heart What they’repassionate about Head What they think Hands What they’re capable of and do Logos Pathos
- 96. Heart What they’re passionateabout Head What + how they think Hands What they’re capable of and do Life experience Hobbies / Sport Politics Work aspirations Type of thinker / learner Family Music
- 97. I setup amonthly lunch with the director of R&D. It helps that we both care about the same thing. That helped bring down any barriers. I worked to understand his and his team’s goals, so that we could better support them and work closer together. Nick Myers Director User Experience Design, Fitbit Connect on a personal level
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- 99. Unite around a commonoutcome Kate Tarling Service Design, Home Office Mentor, Techstars Design leadership, Fly UX
- 100. Plant ideas in theirhead Jane Austin Director of Design and User Experience, Moo
- 101. I would workout what his motivators were and play on them, planting ideas in his head so they would later come out with the thing I wanted and I’d say - amazing idea, however did you think of that? It was my way of getting a seat at the table - I was too lowly and design was poorly understood so he was my proxy I’d then do an exemplar project, and it worked really well, made the stakeholder look awesome and gave us data to refer to It was all about making the stakeholder look good - he then got promoted, and he promoted me giving me more influence and budget and the ability to build a bigger team Jane Austin Director of Design and User Experience, Moo
- 102. Fields Individuals System Connect at differentlevels but go connect deeper to individuals
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- 104. Crafting solutions isn’tenough You need to make clear cases for what you need to do and rationalise what you’ve done throughout the design process.
- 105. We need toconvince others Appealing to stakeholders and their motivations. Connection helps.
- 106. Reasoning Make clear casesfor what you need to do and what you’ve done.
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- 108. Learn to argueeffectively Develop powerful narratives for your work
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- 110. Answer (The governing thought) SituationComplication Question Logical argument (inductive, deductive, abductive) Key strand Key strand Key strand
- 111. Situation Complication Question Logical argument (inductive,deductive, abductive) Key strand Key strand Key strand Answer (The governing thought) Situation Designers have a lot to offer business and want to make the world a better place
- 112. Situation Complication Question Logical argument (inductive,deductive, abductive) Key strand Key strand Key strand Situation Designers have a lot to offer business and want to make the world a better place Complication They are often not heard, misunderstood and not respected. Answer (The governing thought)
- 113. Situation Complication Question Logical argument (inductive,deductive, abductive) Key strand Key strand Key strand Complication They are often not heard, misunderstood and not respected. Question How can designers unlock their potential and stop playing the victim so that they can get better traction for their work. Answer (The governing thought) Situation Designers have a lot to offer business and want to make the world a better place
- 114. Governing thought Situation Complication Question Logicalargument (inductive, deductive, abductive) Key strand Key strand Key strand Complication They are often not heard, misunderstood and not respected. Question How can designers unlock their potential and stop playing the victim so that they can get better traction for their work. Governing thought Designers need to connect, reason and manipulate to unlock their potential within business Situation Designers have a lot to offer business and want to make the world a better place
- 115. Governing thought Situation Complication Question Logicalargument (inductive, deductive, abductive) Key strand Key strand Key strand Complication They are often not heard, misunderstood and not respected. Question How can designers unlock their potential and stop playing the victim so that they can get better traction for their work. Governing thought Designers need to connect, reason and manipulate to unlock their potential within business Connect Designers should connect to their stakeholders and the wider system to create alliances and uncover motivations Reason Designers should argue their cases more objectively in line with others’ motivations throughout the process to justify what they do and have done Manipulate Designers should use their skills to manipulate their work, their messaging and themselves for their and their client’s advantage Situation Designers have a lot to offer business and want to make the world a better place
- 116. Governing thought Situation Complication Question Logicalargument (inductive, deductive, abductive) Key strand Key strand Key strand Complication They are often not heard, misunderstood and not respected. Question How can designers unlock their potential and stop playing the victim so that they can get better traction for their work. Governing thought Designers need to connect, reason and manipulate to unlock their potential within business Connect Designers should connect to their stakeholders and the wider system to create alliances and uncover motivations Reason Designers should argue their cases more objectively in line with others’ motivations throughout the process to justify what they do and have done Manipulate Designers should use their skills to manipulate their work, their messaging and themselves for their and their client’s advantage Situation Designers have a lot to offer business and want to make the world a better place
- 117. Governing thought Situation Complication Question Logicalargument (inductive, deductive, abductive) Key strand Key strand Key strand Complication They are often not heard, misunderstood and not respected. Question How can designers unlock their potential and stop playing the victim so that they can get better traction for their work. Governing thought Designers need to connect, reason and manipulate to unlock their potential within business Mgt consultancies + ad agencies use a lot of data Management consultancies and advertisers use data to make their arguments These fields are successful This has been going on for years, and those industries have been incredibly influential to businesses Design should use data Because others who are successful use data, if designers use data better, they will be successful Situation Designers have a lot to offer business and want to make the world a better place
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- 119. Rationalise throughout Learn topre-rationalise and post- rationalise your work, while probing any feedback and reactions
- 120. Day 2 ofnew job A client review gone wrong
- 121. Client I hate it Idon’t like bento boxes That's gay Get out
- 122. No rationale explained Assumedclient could feedback in terms they understood Didn’t probe the feedback
- 123. I hate it Dislikebento boxes That's gay Get out Not familiar to me, or where I had hoped to be taking this. It feels very cluttered. I was hoping for something more clean and Swiss in keeping with our brand. In banking, people are used to darker interfaces. My previous macho slick black platform was successful. I’m angry that you’ve spent so much time doing this, not engaging with me and being so far off the mark. Team heard Client meant
- 124. Requirements weren’t clear Manywere hidden, but we needed to make solution tangible to uncover them. We just didn’t start with that appreciation.
- 125. We presented updatedwork with rationale and probe responses Explaining: – What we were trying to achieve – Challenges we overcame Probing: – What do you mean by that? (clarify) – Why do you feel that? (probe) – Do you mean? (paraphrase)
- 126. Pre + PostRationale Be clear why you’re doing something, and explain why you did what you did.
- 127. Requirements– solution loop Requirements informsolutions. Solutions inform requirements. Requirements Solutions Inform, justify, validate Adapt, create new
- 128. Booster rockets helpyou on the way to a breakthrough solution. They help you make progress, but can then be jettisoned Matthew Cockerill Creative Director, Seymour Powell
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- 130. Do a Pugh Makethe subjective design selection process more objective. Transform perceptions around how design really works.
- 132. Use emotion toshort-cut logic. Play on the pathos. Richard Seymour Founder, Seymour Powell
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- 134. Management consultants manipulate boardrooms Lying, falsifying results, over-charging, manipulation, sex and alcohol abuse
- 135. Don Draper Made upad guy Advertising is famous for it The emotional creative tapping into human insights, and the media guys persuading with data
- 138. Manipulation How can designersuse their special powers to get the results they want for the greater good?
- 139. verb (used withobject), manipulated, manipulating. 1. to manage or influence skillfully, especially in an unfair manner 2. to adapt or change (accounts, figures, etc.) to suit one's purpose or advantage. 3. to examine or treat by skillful use of the hands Manipulate
- 140. verb (used withobject), manipulated, manipulating. 1. to influence skillfully, and consciously, using designer skills to better demonstrate the value of solutions to businesses and the market Manipulate (In a designerly way)
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- 142. Research bias Research isnot objective. It can always be strategic. Who we recruit Methods we use Discussion guide How we dig into answers How we spot patterns How we Synthesize How we share with others Target Approach Focus Probe Analysis Synthesis Comms
- 143. We need tofocus on young professionals (or millennials) Generic cliche I heard recently on one project. Not helpful to design with. We recruited broader sample instead.
- 144. Video works asa trojan horse, shaping perceptions when it’s sent around the org Markus Hohl CEO London, Hellon Design Associate, Design Council
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- 146. Participatory research analysis Nick (Bomo)Bowmast Bowmast
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- 148. Manipulate the vision to connectwith different audiences Phil Whitehouse Delivery and Innovation Director, APAC at Digital LBi
- 149. We sought opportunities that benefitedeveryone, aligning business and IT, and ensuring we secured a long term engagement. Brand Client business Technology Customers Springboard Digital touchpoints Personalised, relevant Premium Agency Digital touchpoints Initial vision for an airline To create a springboard for a premium, personalised and relevant experience across all digital touchpoints Phil Whitehouse Delivery and Innovation Director, APAC at Digital LBi
- 150. Leverage language Your choiceof words can persuade, confuse or just be forgotten
- 151. Load with emotion Peoplefarming. Surveillance. Extortionate*. Manipulation. *Sorry Aral
- 152. Covert concept naming Nameconcepts and solutions. Think carefully how it reflects the strategic direction and someone’s aspirations for it.
- 153. Alliteration Creating catchy phraseshelps stick in the psyche of others. It can help carry the ideas along much further.
- 154. Acronyms Think about howthings can be boiled down to an acronym or mnemonic. Memory aids will help.
- 155. Reframe through synonyms Usethesauri to reframe ideas and thinking for appropriate effect.
- 156.
- 157. Diagrammatic dishonesty Amplify. Attentuate.Adapt. Abstract.
- 159.
- 160. We saw theopportunity to ‘hijack’ a diagram with the adjacent message we wanted to make sure the client heard. Basically we slipped in the message they’d asked us not to tell them, around one they had. Nick (Bomo) Bowmast Bowmast
- 161. Do you reallyneed a seat at the table? Is this really the influence we want?
- 162. Get a slidein the deck Influence beyond the meeting. A video. A poster. Or just key slides that are used again and again.
- 163.
- 164. Oliver King Founder, EngineService Design
- 165. Play to themagpies Use your powers of pretty and fidelity to play to those that are attracted to the shiny + the cool
- 166. In auto designschool, we were advised to render the concept sketch we wanted chosen in red, the others in muted tones. Drew Smith Senior Design Manager, Westpac
- 168. Beauty is alens with which creativity seems clearer Will Bloor Brand Experience Director EMEA, Futurebrand
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- 170.
- 171.
- 172. Sell them sexy shit Adangerous cycle Boon Manager, Experience Design and SapientRazorfish Board Director at IxDA
- 173. [too often] peoplekeep going back to pitches and eye candy — sell them sexy shit, try to deliver sexy shit, and if things don't quite work out, then manage client expectations using other sexy shit. Boon Yew Chew Manager, Experience Design and SapientRazorfish Board Director at IxDA
- 174. Boon Yew Chew Manager,Experience Design and SapientRazorfish Board Director at IxDA
- 175. You have theability to seduce and repulse We should use it wisely or be prepared to deal with the consequences
- 176.
- 177. Flex yourself Adapt yourselfto your environment
- 178. Deal with yourown introversion Over-compensate Worxtrovert
- 179. Just remember totake off your mask off from time to time
- 180. Dress for theoccasion Make sure you don’t lose respect and make your job harder because of what you wear
- 184.
- 185. C R M ConnectionReasoning Manipulation System Different fields Individuals Argue Throughout More objectively Solutions Messages Yourself
- 186. C R M Keep yourconnection and reasoning tactics above the waterline And the manipulation a little covert
- 187.
- 188. Do all threeall the time, with as little manipulation as possible Dave Malouf Director of Product Design, Digital Ocean
- 189. C R M ConnectionReasoning Manipulation Do more here + rely less here
- 190. Do it positively andconsciously Don’t lose your soul and damage the relationships you’ve cerated If you have to manipulate…
- 191. Thank you @jasonmesut Lee Sankey,Jane Austin, Dave Cronin, David Sherwin, Christina Wodtke, Justin Stach, Kate Tarling, Clare Munday, Dave Malouf, Nick Bowmast, Nick Finck, Steve Buzz Pearce, Richard Seymour, Seamus Byrne, Maria Brendes + more