The document discusses the evolution of design decision-making processes, highlighting the increasing complexity of design briefs in organizations. It outlines a framework for making faster design decisions, focusing on understanding, disseminating, and critiquing ideas while anticipating user behaviors. The emphasis is on developing a common vocabulary and reflecting on critiques to inform future steps.

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Design Decisions
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Making Faster
Design Decisions

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Design Decisions
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Design Decisions
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Design Decisions
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This is exciting.

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Design Decisions
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Start-ups Large
Organizations

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Design Decisions
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2004
I need a good
website.

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Design Decisions
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2004
I need a good
website.
2008
I want to be on
Facebook.

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Design Decisions
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2004
I need a good
website.
2008
I want to be on
Facebook.
2012
I should think
mobile first.

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2004
I need a good
website.
2008
I want to be on
Facebook.
2012
I should think
mobile first.
2016
I may reconsider
my business model.

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Design Decisions
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Over time, the brief
became increasingly
complex.

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Design Decisions
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Design Decisions
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Innovation impacts
all layers within the
organization.

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Design Decisions
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The brief is more complex.
Innovation impacts everyone.
The Scenario
+

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Design Decisions
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Design Decisions
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Design Decisions
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Pricing

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Design Decisions
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Pricing
Inventory

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Design Decisions
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Pricing
Inventory
Customer Service

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Design Decisions
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Pricing
Inventory
Customer Service
Marketing

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Design Decisions
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How can we keep
making fast and efficient
design decisions?
The Challenge

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Design Decisions
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Approach
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Design Decisions
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01.
Understand
02.
Disseminate
03.
Critique

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Design Decisions
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01.
Understand
02.
Disseminate
03.
Critique

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Design Decisions
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Design Decisions
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Design Decisions
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01.
Understand
02.
Disseminate
03.
Critique

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Design Decisions
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Design Decisions
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01.
Understand
02.
Disseminate
03.
Critique

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Design Principle
Anticipation
Identify common behaviors from users
and recommend relevant actions.
Track patterns.
Focus on contextual activities.
Use the brand’s tone of voice.

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Design Decisions
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Design Decisions
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Critique isn’t about pass or fail,
approval or rejection. It is a reflection
used to inform a next step.
Adam Connor and Aaron Irizarry
“

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Design Decisions
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Takeaways
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Design Decisions
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Develop a common
vocabulary to discuss design
at all levels and forms.

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Design Decisions
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01.
Understand
02.
Disseminate
03.
Critique

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Design Decisions
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Gracias.
@tfranco
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