What is human-centered design, and why is it important to you? What is the business value of design? Come and learn why you want to employ human-centered design in your organization.

1. Why Human-Centered
Design Should Be On
Your Radar?
– A short yet insightful intro
Presented by
Shyvee Shi
and

2. Tell us about your
favorite restaurant

3. Sure, the food is probably
good.

4. Almost always, it is more
than just the food.

5. Lots of things seemed to fit together
seamlessly. It feels just right, without
even really have to think about it.
This is the
power of design.

6. From
MAKING
PEOPLE
WANT
THINGS
marketing &
advertising
To
MAKING
THINGS
PEOPLE
WANT
designing products
& services
>

7. From
MAKING
PEOPLE
WANT
THINGS
marketing &
advertising
To
MAKING
THINGS
PEOPLE
WANT
>
designing
experiences
LOVE!

8. 78% of
consumers have bailed
on a transaction or not
made an intended
purchase because of a
poor service experience.
– American Express Survey

9. It is 6-7times more expensive to acquire a
new customer than it is to keep a current one.
– White House Office of Consumer Affairs

10. 5 – 20%
Probability of selling to a new prospect
60 – 70%
Probability of selling to an existing customer
– Marketing Metrics

11. Depending on the industry, the revenue impact
from a 10% point improvement in a company’s
customer experience score can translate into
more than
$1
Billion.
– Forrester Research

12. In 10 years, a $10,000 investment in design-
centric companies would have yielded returns
228% greater than the same
investment in the S&P.
– Design Management Institute

13. So…
Design
Matters

14. What is design thinking?
1
Definition

15. Some said design thinking is…
A wall of
Post-it
Notes?
A creative
way to
brainstorm
ideas?
A supplement
to logical
reasoning?
A design
buzzword?
…to suggest
good designs are
more than just
aesthetic appeal?
A management
buzzword?
…sold as the next
strategic tool for
value creation?

16. An interactive cyclic process?
Source: The Design Thinking Process by Stanford Design School
Applying a human-centric approach to identifying problems followed by a rapid prototyping
of ideas into tangible artifacts or models to be tested with end users

17. Yes to all
above, and
more!
So, what is Design Thinking?
The answer is…

18. There is no single,
unifying, common
definition of design
thinking.
Believe it or not…

19. People tend to over simplify
what design thinking entails.
Many approach design thinking as a clear-cut method
because it employs some predictable and repeatable
process.

20. We called it the “Design Challenge”.
Designers are only one part of the complex chain of processes and
different professions involved in producing a product. Although it
is important to satisfy the needs of the people who will ultimately
use the product, other aspects of the product are important too;
for example, its engineering effectiveness, which includes its
capabilities, reliability, and serviceability; its cost; and its financial
viability, which usually means profitability. Will people buy it? Each
of these aspects poses its own set of requirements, sometimes
ones that appear to be in opposition to those of the other aspects.
Schedule and budget are often the two most severe constraints.
It’s a ‘Wicked’ Problem
– The Design of Everyday Things, Dan Norman

21. As a relatively new concept to the business world, design thinking needs
to be carefully adopted and integrated into traditional management
practices and project delivery process.

22. A night full of inspiring conversations…
WHY HUMAN-CENTERED DESIGN
SHOULD BE ON YOUR RADAR!
Learn more click here

23. Find out more from…
Shyvee is a business designer at Deloitte Digital. She explores the
implications of changing technologies and how organizations
adapt core digital strategies to reach the new "connect
customer". With a background in design innovation, marketing,
and consulting, Shyvee is passionate about leveraging human-
centered design to transform organizations and forester
innovative culture.
Shyvee received her MBA and Masters in Design Innovation from
Northwestern University, and she now serves as VP of Marketing
at the Kellogg Alumni Club of San Francisco and Silicon Valley.
Shyvee Shi
shyveeshi@gmail.com