The document presents a comprehensive guide to design strategy, highlighting the importance of aligning design work with business goals and client needs. It emphasizes the need for teamwork, innovative thinking, and a holistic framework in design projects, as well as the challenge of balancing aesthetics with functionality. Additionally, it discusses metrics for measuring design success and the value of integrating external resources for growth and sustainability.

1. July 5, 2011. 12 EST
STRATEGY IN DESIGN//
HOW TO CREATE MEANINGFUL
& SUCCESSFUL DESIGNS
by Mel Lim
President and Founder of Mel Lim Design LLC & JOY by Mel Lim

2. WHO ARE WE?
DESIGN SERVICES
RETAIL
BUSINESS INNOVATION
LICENSING / COLLABORATION
PUBLISHING
PROTOTYPES
VENTURE PARTNERSHIPS
SUSTAINABILITY

3. QUESTION 1: WHO ARE YOU?
A. CONSULTANT
B. IN-HOUSE DESIGNER
C. BRAND/ MARKETING MANAGER
D. CEO/ BUSINESS OWNER
E. EDUCATOR

4. WHAT IS DESIGN STRATEGY?
IT’S GAME PLAY.
ECONOMICAL EASIER TEAMWORK SWIFT & BOLD
ENDURANCE SAFER CULTURE BUILDING EXTRAVAGANT

5. QUESTION 2 : GET THE ELIXIR!
WOULD YOU CHOOSE...
A. THE ROPE?
B. THE LADDER?
C. TRIBE MEMBERS?
D. DYNAMITE?

6. THINKING OUTSIDE THE BOX
BUT WITHIN A FRAMEWORK. THE END IS JUST THE BEGINNING.
PEOPLE
LAUNCH
VENUE PRODUCT
REALIGNMENT
EXPANSION MARKETING

7. STRATEGIES VS. STRATEGIES
BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN
“We want you
to redesign “ Why?”
our website.” WHAT KIND OF BUSINESS
PROBLEMS AM I SOLVING?
OUR SALES HAVE DROPPED BY 15%.
CLIENT DESIGNER

8. STRATEGIES VS. STRATEGIES
BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN
POSSIBLE SOLUTIONS?
BUSINESS PROBLEMS?
“We want you
- IMPROVING PRODUCT SELECTION?
MARKETING STRATEGY - IMPROVING CUSTOMER SERVICE?
- CONSIDER SEARCH ENGINE ADS?
to redesign SALES STRATEGY
- EBLAST, NEWSLETTERS & COUPONS?
-EXTERNAL PARTNERSHIPS SUCH
our website.” BRAND STRATEGY
GROUPON, BLOGS, GIVEAWAYS?
-IS THIS A DESIGN SOLUTION OR
OUR SALES HAVE DROPPED BY 15%.
MARKETING/SALES SOLUTION?
DESIGN STRATEGY
CLIENT DESIGNER

9. QUESTION 3: WHAT IS THE MOST COMMON
OBJECTIVE IN YOUR DESIGN PROJECT?
A. TO CREATE A BETTER PRODUCT/ SERVICE
B. TO IMPROVE CUSTOMER EXPERIENCE/ SERVICE
C. TO INCREASE BRAND AWARENESS
D. OTHERS

10. HOW TO SET A
HOLISTIC FRAMEWORK?
ASK PERTINENT QUESTIONS PER TOUCH POINT.
// Business goals and strategies
// Why are we designing this product/collateral in the first place?
// What are you proposing to change in your industry?
MONEY TIME PEOPLE SOCIAL + CULTURAL TECHNOLOGY ENVIRONMENTAL
// Scope of work // Timeframe // Internal team members // Research // Technology to relate // Environmental impacts
// Expectations // Align with strategies // External team members // User experience // Technology to innovate // Sustainability
// Deliverables // Do it right the first time // Expertise and skills // Human factors // Technology to inspire // Alternative methods

11. HOW TO KEEP YOUR DESIGN
RELEVANT TO YOUR CLIENT’S GOALS?
IT’S ABOUT THE DESIGN PROCESS + CLIENT MANAGEMENT
DESIGN BRIEF BRAINSTORM/ FEEDBACK PROTOTYPE FEEDBACK REFINING FEEDBACK DELIVERABLES
IDEATE
// WHAT IS YOUR DESIGN PROCESS?
// WHAT THE CLIENT WANTS VS. WHAT THEY NEED?
I WANT TO BE // CLIENT’S EXPECTATIONS VS. NEW IDEAS
LIKE APPLE!
(SO DOES EVERYONE ELSE) // CLIENT MANAGEMENT + METHODOLOGIES

12. QUESTION 4: DO YOU USE SOCIAL MEDIA
AS A MARKETING TOOL?
IF ONLY 7% OF AMERICANS USE TWITTER AND ONLY
21% OF IT’S USERS ARE ACTIVE, HOW RELIABLE IS THE DATA?
Based on figures obtained from Arbitron-Edison Research in 2010.

13. HOW TO INTEGRATE OUTSIDE RESOURCES?
AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIAL
PEOPLE TECHNOLOGY
// Building your team // To embrace or reject
// Work with teammates outside of your skills set // How and when to use
// Hire or work with people smarter than you // In what context
// Your client IS your team member // Growth + sustainability

14. HOW TO INTEGRATE OUTSIDE RESOURCES?
AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIAL
SCENARIO #1 SCENARIO #2
“We can’t use
“This blogging
blue. Our fans
thing sucks.”
hate it.”
WE ARE NOT GAINING ANY TRACTION. OUT OF 500 FANS, 10 OF THEM
HATE BLUE.
IT’S A PEOPLE PROBLEM. IT’S A DATA/ TECHNOLOGY PROBLEM.
CLIENT CLIENT

15. WHAT IS MEANINGFUL & SUCCESSFUL
VS. BEAUTIFUL & COOL?
ONE IS RATIONAL AND ONE IS SUBJECTIVE BUT BOTH EQUALLY IMPORTANT.
FORM VERSUS FUNCTION VERSUS FORM
MEANINGFUL & SUCCESSFUL BEAUTIFUL & COOL
// So what if the design IS beautiful. It’s
// What is the user experience?
supposed to be!
// Did the design improve the human
// Did the design change the way you see
experience? Or change it’s industry?
or use the product/ service?
// What is the social and cultural impact?
// Did it set a new benchmark?
// Did it set a new benchmark?
// Is it design award worthy?
// Is it design award worthy?

16. HOW TO SETUP A METRIC TO
MEASURE “DESIGN” SUCCESS?
EVALUATE INTERNAL AND EXTERNAL GOALS.
BUSINESS GOALS DESIGN GOALS
// Did the design project achieve client’s end goal? // Did your team push for excellence?
// What were the numbers pre-design and post-design? // Did your team design something new and
// Did the design help your client gain new opportunities? refreshing that is noteworthy?
// Did you explore new methods and processes
that were innovative for your client?

17. QUESTION 5: WHAT IS DESIGN EXCELLENCE
VERSUS GOOD DESIGN?
EMAIL ME: INFO@MELLIM.COM
TWEET: MELLIMBACE

18. THANK YOU
email: mel@mellim.com
design: www.mellim.com
products: www.joybymellim.com
twitter: mellimbace
blog: mellim.com/bace
REFERENCES
Designing For Growth by Jeanne Liedtka & Tim Ogilvie
A Fine Line by Harmut Esslinger
Design Driven Innovation by Roberto Verganti
The Design of Business: Why Design Thinking Is The Next Competitive Advantage by Roger Martin
Rule of Thumb by Alan Webber
Sketching User Experiences by Bill Buxton
UK Design Council