This document discusses how designers can become leaders rather than just tradespersons by taking ownership over client goals. It argues that by shouldering more responsibility and accountability for outcomes, designers can have greater influence and impact business and society through their work. The document outlines a content plan for exploring how designers can transition from limited roles to leadership positions where they drive decisions and measurable results through creative solutions.
My 3 slide presentation at NORED (Northwest Ohio Regional Economic Development), July 10, 2014.
How I am defining DESIGN and its important to business.
Which audiences we can design experiences for.
Ideas for using design to improve the Toledo regional economy.
See http://trep.org/2014/08/31/notes-from-design-ed-presentation/ for speakers notes for each slide.
My 3 slide presentation at NORED (Northwest Ohio Regional Economic Development), July 10, 2014.
How I am defining DESIGN and its important to business.
Which audiences we can design experiences for.
Ideas for using design to improve the Toledo regional economy.
See http://trep.org/2014/08/31/notes-from-design-ed-presentation/ for speakers notes for each slide.
PDF, audio, and voiceover are now available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
Fallon Brainfood x VCU Brandcenter: The Engagement OpportunityAki Spicer
Aki Spicer, Fallon's Director of Digital Strategy conducted a workshop at VCU Brandcenter's Executive Training Program for account planners.
"The Engagement Opportunity" outlines the evolving role and function of strategic planning in this age of digital and social technologies and proposes a methodology for integrated creative ideation.
Design has become a game changer in Silicon Valley. This #DesignInTech Report highlights the rising importance of design in the entrepreneurial ecosystem. The report covers trends ranging from the record amounts of funding flowing into design-led startups to M&A activity with major tech corporations. Beyond designers and technologists, this report will appeal to a broad audience. For all of us who use a computer or mobile device, great design is changing how we live and work. This study helps explain why.
Without design there is no product. But without product there’s no design. That’s why the user experience must be conceived with business goals in mind. But Designers tend to focus on the users, while the Business on KPIs, creating a gap that’s difficult to bridge. Thus, Designers feel excluded from product decisions, and Business areas feel that Designers don’t consider business needs into their designs. This talk shows the role of Design seen from a Product Manager’s perspective, and provides a few ideas that can help Design and Business understand each other to improve communication, increase collaboration and avoid friction. These tools will help Designers increase their influence in Product decisions.
Kevin's closing keynote presentation at the Design Management Institute's conference in London in 2010.
The presentation tackled two key questions: Why is design thinking such a hot topic with executives, but leaves so many designers cold? And: Does the demand for design thinking represent more of an opportunity than the thinking itself?
It was based on an article of the same title for the Design Management Review http://www.plan.bz/plan-views/2010/september/steppingup
Iasa Spain Chapter - Business Technology Strategy Foundation Pillariasaglobal
El pilar de Business Technology Strategy trata el vínculo esencial entre el negocio y la tecnología, situando el arquitecto como el encargado de la estrategia tecnología. El pilar abarca áreas fundamentales como las metodologías de gestión estratégica, valoración de negocios, priorización de inversiones y análisis de requisitos y restricciones. En este seminario web, Pietro N. Romano explicará estos conceptos y nos mostrara como lo utiliza en su día a día.
Being Digital: 5 key tactics towards modernizing your organization and ideas
Fallon co-sponsored presentation event with MN AMA (American Marketing Association)
With so many rapid-fire changes in the digital landscape, how are agencies and marketers adapting their strategies and creativity to engage and connect with people?
Join Aki Spicer, Director of Digital Strategy at Fallon, as he shares insights on driving creativity in the age of digital and social media. Learn how his team is broadening its bench strength and skill sets; embracing the user over the viewer mindset; evolving measurement and ROI; building a process for experimentation; and planning for social content strategy. As a marketer, discover new ways to encourage investment in small experiments that can lead to bigger results.
Updated International findings: Creativity & Technology in the Age of AIAdobe
Pfeiffer Consulting conducted qualitative research with more than 110 creative professionals in Japan, the US, Germany and the UK to understand their process, attitudes about technology, and opportunities for AI and machine learning. This update includes interviews with Japanese creative pros and analysis of differences by region.
PDF, audio, and voiceover are now available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
Fallon Brainfood x VCU Brandcenter: The Engagement OpportunityAki Spicer
Aki Spicer, Fallon's Director of Digital Strategy conducted a workshop at VCU Brandcenter's Executive Training Program for account planners.
"The Engagement Opportunity" outlines the evolving role and function of strategic planning in this age of digital and social technologies and proposes a methodology for integrated creative ideation.
Design has become a game changer in Silicon Valley. This #DesignInTech Report highlights the rising importance of design in the entrepreneurial ecosystem. The report covers trends ranging from the record amounts of funding flowing into design-led startups to M&A activity with major tech corporations. Beyond designers and technologists, this report will appeal to a broad audience. For all of us who use a computer or mobile device, great design is changing how we live and work. This study helps explain why.
Without design there is no product. But without product there’s no design. That’s why the user experience must be conceived with business goals in mind. But Designers tend to focus on the users, while the Business on KPIs, creating a gap that’s difficult to bridge. Thus, Designers feel excluded from product decisions, and Business areas feel that Designers don’t consider business needs into their designs. This talk shows the role of Design seen from a Product Manager’s perspective, and provides a few ideas that can help Design and Business understand each other to improve communication, increase collaboration and avoid friction. These tools will help Designers increase their influence in Product decisions.
Kevin's closing keynote presentation at the Design Management Institute's conference in London in 2010.
The presentation tackled two key questions: Why is design thinking such a hot topic with executives, but leaves so many designers cold? And: Does the demand for design thinking represent more of an opportunity than the thinking itself?
It was based on an article of the same title for the Design Management Review http://www.plan.bz/plan-views/2010/september/steppingup
Iasa Spain Chapter - Business Technology Strategy Foundation Pillariasaglobal
El pilar de Business Technology Strategy trata el vínculo esencial entre el negocio y la tecnología, situando el arquitecto como el encargado de la estrategia tecnología. El pilar abarca áreas fundamentales como las metodologías de gestión estratégica, valoración de negocios, priorización de inversiones y análisis de requisitos y restricciones. En este seminario web, Pietro N. Romano explicará estos conceptos y nos mostrara como lo utiliza en su día a día.
Being Digital: 5 key tactics towards modernizing your organization and ideas
Fallon co-sponsored presentation event with MN AMA (American Marketing Association)
With so many rapid-fire changes in the digital landscape, how are agencies and marketers adapting their strategies and creativity to engage and connect with people?
Join Aki Spicer, Director of Digital Strategy at Fallon, as he shares insights on driving creativity in the age of digital and social media. Learn how his team is broadening its bench strength and skill sets; embracing the user over the viewer mindset; evolving measurement and ROI; building a process for experimentation; and planning for social content strategy. As a marketer, discover new ways to encourage investment in small experiments that can lead to bigger results.
Updated International findings: Creativity & Technology in the Age of AIAdobe
Pfeiffer Consulting conducted qualitative research with more than 110 creative professionals in Japan, the US, Germany and the UK to understand their process, attitudes about technology, and opportunities for AI and machine learning. This update includes interviews with Japanese creative pros and analysis of differences by region.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
ARENA - Young adults in the workplace (Knight Moves).pdfKnight Moves
Presentations of Bavo Raeymaekers (Project lead youth unemployment at the City of Antwerp), Suzan Martens (Service designer at Knight Moves) and Adriaan De Keersmaeker (Community manager at Talk to C)
during the 'Arena • Young adults in the workplace' conference hosted by Knight Moves.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
2. Problem
A designer has limited influence to advance bold
decisions in the typical role as tradesperson.
3. Hypothesis
By taking ownership over client goals, a designer
can become a leader who measurably impacts
business and society.
The more designers shoulder the consequences of
failure, the greater authority they possess in
employing their conviction and courage of
imagination to profound effect.
4. Creative References
Jonathan Ive
Senior Vice President of Industrial Design
at Apple, Inc.
“Today, Apple represents the most successful and
faithful marriage of business and design, as $32
billion in sales last year attest. And Ive has been
the company's lodestar in its journey to global
trendsetter.”
— Chuck Salter, Fast Company
5. Creative References
David Plouffe
Chief Campaign Manager for Barack Obama’s
2008 presidential campaign
“ The story of Mr. Obama’s journey to the pinnacle
of American politics is the story of a campaign that
was, even in the view of many rivals, almost
flawless. Mr. Plouffe [was] known for his
mathematic invocation of data in making decisions.
When Mr. Obama decided to run for the
presidency, Mr. Plouffe and a half-dozen staff
members began plotting out a strategy.”
— Adam Nagourney, Jim Rutenberg and Jeff
Zeleny, The New York Times
http://www.nytimes.com/2008/11/05/us/politics/05recon.html
6. Creative References
Paul Rand
Designer of Enron Logo
“ You couldn't take a picture of Enron's crime:
it all happened in the world of numbers and
spreadsheets, of financial reports and affidavits.
But there was something you could take a picture
of, and that was Rand's logo. A company with a
made-up name, incomprehensible business
practices, and largely intangible assets suddenly
had a vivid manifestation, a logo that once might
have stood for nimbleness, balance and
connectivity, now given new life as 'the crooked
E.'”
— Michael Bierut, Design Observer
7. From the Valorized Designer
"What we need in the next century are
independently-minded, creative, constructive
designers who are not just 'capitalist lackeys,'
ideologues,' or 'technical whiz-kids.'"
— Nigel Whiteley
8. From the Valorized Designer
Indeed, tomorrow's designer must not create mere
graphic artifact and ephemera, but instead design
larger architectures employing these artifacts to
profound and noticeable consequence, with
accountability for the results.
9. Content Outline
I. Introduction and Hypothesis
A. Problem
• Anecdotal story lead-in introduction (SOURCE: clientsfromhell.net, similar websites)
• The most common gripe: Clients don't listen to designers
• Perception of the designer as machine operator
• The limited influence of designers in agencies or in-house
• Frequent timidity and ineffectiveness of real-world design
• Opportunities lost, growth unrealized for organizations, society
B. Hypothesis
• Clients have more responsibility than designers, which gives them final say
• Designers are perceived to think more about their portfolio than the client's success
• Taking ownership of a client's mission changes the equation
• Ownership could be financial, emotional, procedural
• Designers must think holistically and make decisions as leaders
• Measured, quantifiable results necessary to prove a designer's effectiveness
10. Content Outline
II.
he Problem
T
A. Introductory case study
• Paul Rand and Enron: Where design failed
• Rand has no concern of the company, only his craft
B. Timeline of the profession
• Design's origins in the typesetting/printing trade (SOURCES: A History of Graphic Design, Philip B.
Meggs; Graphic Design HIstory: A Critical Guide, Johanna Drucker and Emily McVarish)
• Modern design and the birth of advertising, branding
(SOURCES: "Mad Men," ABC; Paul Rand, Steven Heller)
• Macintosh and the personal computing revolution: A rattled print trade
• Digital design: A specialty trade, but less design than engineering
• Outsourcing design: China, India, logoworks.com
C. The profession today
• Adapting to desktop publishing: the designer/consultant/strategist mishmash
11. Content Outline
Part 3: "Claiming Ownership"
• The Importance of Measurable Results
• Becoming a Leader
• Designer as Entrepreneur
• Examples of the New Designer
• Barriers to this Model
12. Content Outline
Part 4: "The Courage of Imagination"
• What the New Responsibility Means for the Profession
• Design's Importance in a Complex Society/Economy
• What a Designer-led World Could Look Like
13. Sources
Interviews
Peter J. Pultorak, marketer, on relationship between designers and strategists
Martin Venezky, designer/business owner, on establishing reputations and trust with clients
Ray Mancini, designer/business owner, on joint ventures with clients
Tom Klinkowstein, designer/business owner, on differing views of design in academia
Books
Paul Rand, Steven Heller
How to be a Graphic Designer without Losing Your Soul, Adrian Shaughnessy
A History of Graphic Design, Philip B. Meggs
Graphic Design HIstory: A Critical Guide, Johanna Drucker and Emily McVarish
Switch, Chip Heath and Dan Heath
Made to Stick, Chip Heath and Dan Heath
On Marketing, Philip Kotler
The Tipping Point, Malcolm Gladwell
14. Sources
Magazines / Periodicals
Fast Company
Wired
Good
Eye Magazine
The New York Times
The Wall Street Journal
"The Valorized Designer," Nigel Whiteley
Websites
clientsfromhell.net
goodfuckingdesignadvice.com
logoworks.com
Video / Television / Movies
TED lectures
Mad Men, ABC