Matt Alverson's presentation from IFA+ Summit in Berlin 2016: The New Expectation of Design Abstract: Welcome to the new era of design expectation, where powerful design is no longer a competitive advantage, but a requirement for growth. Where design savvy is just as much the expectation of brilliant creatives as it is for C-suite executives, engineers, product managers, marketers, and everyone in between. Matt Alverson explores timeless truths about the business value of design derived from a more than a decade of working with the world’s most innovative companies — and provides timely insights about how the most successful companies of tomorrow will be using design to stay one step ahead.

1. THE NEW
EXPECTATION
OF DESIGN
IFA+ Summit 2016 // @Matt_Alverson // @IACollaborative

2. AESTHETIC
DIFFERENTIATOR
Voice Over: The days of Dieter Rahms winning market share through industrial design are over. Every major electronics category has leaders with strong aesthetic…

3. AESTHETIC
DIFFERENTIATOR
+EXPERIENCE
Voice Over: Experience is the key factor for differentiation

4. Voice Over:It’s not just about a video camera with powerful beauty… but the experience of being in a community of heroes. And not just a standalone radio… but the experience of any song in any room of your house.

5. NEW ERA
OFHEIGHTENED
DESIGN
EXPECTATION
Voice Over: The role of design in business is broadening almost as fast a technology is moving… And we’ve seen designers go from muse to maker to maestro.

6. On the cover

7. In curriculum

8. On the board
Ernesto Quinteros
Chief Design Officer Jony Ive
Chief Design Officer
Sean Carney
Chief Design Officer
Lee Don-tae
Chief of Design

9. Brian Cheskey
Industrial Designer
Founder
Charles Adler
Graphic Designer
Founder
Getting funded
Chad Hurley
Designer
Co-Founder
Voice Over: Venture companies are seeking designers. YouTube, Kickstarter, AirBNB… all have design co-founders. In fact, 9 of the top 25 venture-backed start-ups last year had designers at the helm.

10. Fluencyindesign
hasbecomethe
expectation
ofallprofessionals.

11. “Experience
Design”
“Generative
Research”
Voice Over: I’ve prioritized two terms from the preverbal design dictionary. Two terms that are widely mis-understood and wildly important…

12. “Generative
Research”
doesn’tnarrowto
oneoption,itunlocks
manypossibilities.
Voice Over: Generative Research should be used at every stage of a product development. Even when prototyping and piloting, it uncovers the questions we didn’t know to ask.

13. Voice Over: My favorite industries for Generative Research might surprise you: pharma and biotech. Brilliant scientists lspend a lifetime testing these elegant molecules & biologics that are truly miracle drugs…

14. Voice Over: It still comes down to this: Humans administering it. This is an opportunity! I believe we need to match the fervor for scientific testing with genitive research.

15. Voice Over: Generative Research looks like this

16. Voice Over: Observing in home a wife compile her husband’s pill regime. Those are notes from their kids. It motivates him to get through the week.

17. Voice Over: Joining doctor’s visits… and being faced with this. Here’s the thing, we’re not there with a clipboard saying “yes, 100% of visitors reported this was confusing.” We’re there to find the bright spots.

18. Voice Over:Generative Research is about immersion. We bio hack and inject placebo to find inspiration for behavior change.

19. Voice Over:Generative research is highly creative. We launched an online campaign for patients to upload their adherence hacks.

20. UNLOCKEDVIDEOFROMJANE
These methods inspire us to try new things like a smart pill pack that tracks, organizes and…. an now unlock a messages from your loved ones as you go on adherence “streaks”

21. Voice Over: We’re inspired to take that tracking data and turn it into predictive data served up in a plain, positive language.

22. “Experience
Design”
thriveson
connections
andoverlaps

23. GESAMTKUNSTWERK
Voice Over: The Bauhaus has a term for this: total work of art… They believed that multiple disciplines would be aligned and working together… Now, more than ever, that’s the expectation of design.

24. Partners
& Suppliers
Brand
Profit
Models
User
Experience
Channels Process
& Resources
Offering
Voice Over: Take for example a new offering…

25. Profit
Models
User
Experience
Process
& Resources
Offering
Voice Over: It’s actually Is made up of an equally compelling user experience, the right processes & resources to make it real, and a smart profit model to make money.

26. Partners
& Suppliers
Brand
Profit
Models
User
Experience
Process
& Resources
Channels Offering
Voice Over: You also need a brand that people believe in… outside partners to fill in the gaps… and channels to sell your product… Designers are now expected to think through all of this.

27. Voice Over: Take for example our new venture at IA Collaborative: Kelvin a coffee bean roasting platform.

28. Flavor Discovery
Kelvin App
Personalized Roasts
Experience BrandProduct
IA Collaborative—Design
Home Coffee Roasting
Partners
& Suppliers
Brand
Product Process
& Resources
Profit
Models
Channels
User
Experience
Craft, Freshness & Value
PartnersProfitChannel Capabilities
Bean Subscription Growers & Distributors

29. THE NEW
EXPECTATION
OF DESIGN
Voice Over: The new expectation of design is much broader in business… Champion generative research… Master the overlaps of Experience Design…

30. THE NEW
EXPECTATION
OF____________
Voice Over: And be ready for whatever complex and connected challenge lies ahead.