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REBIRTH OF SLICK
Why Design is Cool, and Why It Will Make
People Love Your Company

KELSEY RUGER | @themoleskin




    2n...
START WITH WHY
A LOVE
          SUPREME
       Acknowledgement
“I never even thought about whether
     or not they understand what I'm
d...
In the early 1990s, while hard-core
rap artists like Dr. Dre and Tupac
dominated the charts, Digable
Planets chose a road ...
DIGABLE PLANETS
  DIDN’T SET OUT TO


CREATE
SOMETHING THAT WAS


 COOL
THINK ABOUT WHAT WE



MEAN
WHEN WE LABEL SOMETHING



     COOL
rs have that
                           ese ch aracte
                 tics do th          erican cool?
         racteris ...
BEYOND THE OBVIOUS
THREE IDEAS
are inspired by cool               subjec
                                             t: m...
FOLLOW YOUR OWN PATH
when they zig you should zag
BE UNIQUE
run from the pack
TAKE CALCULATED RISKS
innovation happens in the dragon gap
OK, BUT WHAT DOES IT MEAN?
 Design thinking and design copying aren’t the same
            Don’t fear jumping into the dra...
A Love
             Supreme
                     Resolution
     “All a musician can do is to get
closer to the sources of...
WHICH COMPANIES HAVE A COOL FACTOR?
           Dell               Toyota         CVS Pharmacy
          Apple             ...
WHICH COMPANIES HAVE A COOL FACTOR?
           Dell               Toyota         CVS Pharmacy
          Apple             ...
TS?
   UL
 ES
R
WE OFTEN CONFUSE THE PROCESS OF

DESIGN THINKING


      WITH THE ACT OF
      DESIGN DOING
ARE YOUR GOALS TOO
 REASONABLE?
                                      sounds
                                      mediocr...
WD            D
WHAT DID APPLE DO?
WW             D
WHAT WOULD APPLE DO?
These companies don’t have enduring relevant bands
  because of short sighted, gimmicky campaigns, a
          dash of bli...
Relevance creates long
term value.
RELEVANCE
IS COOL



            *   *


        *
You can’t buy or borrow cool from a brand
it has to be designed in. Don’t look for it on
                   the outside. B...
BRAND IS DESIGNED WHEN YOU TAKE
 SUBSTANTIAL RISK
      AND FACE THE POSSIBILITY OF
         REAL FAILURE
A LOVE
SUPREME
Pursuance

“Sometimes I wish I could
walk up to my music for the
first time, as if I had never
heard it bef...
WHEN YOU SPEND TIME
CHASING COOL
    YOU DON’T DO THE THINGS THAT

MAKE YOU COOL
DESIGN IS THE
FUNDAMENTAL SOUL
   OF THE COMPANY
    THAT EXPRESSES
ITSELF THROUGH AN
   END RESULT - THE
           PRODU...
inspired
 by cool
Chasing
Cool
ar too na rrowly.
               define design f
Mos t people
THE TRANSITION FROM CHASING
    DESIGN DOING
     TO BEING INSPIRED BY SOLID

DESIGN THINKING
EAUT

   WHAT YOU SEE
   IS NOT WHAT YOU GET
DESIGN IS THE
entire experience




  not just
    this
DESIGN IS THE
entire experience




Usefulness +
Operability x
Meaning =
Significance
THE AESTHETICS OF MANAGEMENT
CONTRAST     How can we differentiate ourselves?
DEPTH        How can we succeed on many level...
Simply Chasing cool is a really
bad idea; inspired by cool is a
great idea. Don’t do it because
you research it, do it bec...
Simply Chasing design is a
really bad idea; inspired by
design is a great idea. Don’t do
it because you research it, do it...
A LOVE
        SUPREME
                        Psalm

        To be a musician is really
    something. It goes very, very...
THEY ALWAYS TREAT

DESIGN AS A PROCESS

                    NOT AS AN EVENT
DESIGN THINKING
IS NOT AN EVENT

IT’S A PROCESS
DESIGN HAPPENS THROUGHOUT THE

CREATIVE PROCESS
  here


 INSPIRATION       IDEATION       ACTION              INNOVATION
...
DON’T FAVOR PRODUCTION
OVER DESIGN
SHIFT FROM INDUSTRIAL TO
CREATIVE MINDSET
People talk about their functions in the
organization. Human organizations are not
  at all like mechanisms. I mean they h...
DON’T DEPEND HEAVILY ON METRICS OR
COMMON WISDOM
BECOME OVERLY

CONSERVATIVE
                                 OBSESSED
                                  WITH MEETING THE N...
YOU HAVE TO LEARN HOW TO
      FLIP THE VALUE CHAIN
                   AKA DESIGN EXPERIENCE CHAIN



    VISION? IT’S    ...
DON’T LEAD WITH EFFICIENCY AND
CUT COSTS LATER
DON’T
SPEND ALOT
    JUST DO
    WHAT ACME DID
  THAT DOESN’T
 FIT OUR PROCESS
   DON’T
  SCREW THIS UP
BAKE DESIGN INTO THE CORE & BUILD
EXPERIENCE OUT
WHAT’S THE BEST PART OF AN

      APPLE PIE?
BE CAPABLE OF TELLING A

MEANINGFUL STORY
        ABOUT YOUR BRAND OR COMPANY
Make It
  Meaningful
                       Tell me a
                     engaging story




   I like
experiences
      ...
WE JUST “GET IT”   A GOOD STORY
                       ILLUSTRATES HUMAN
                                 EMOTION
The “values in action”
                                         The “vision”
            stories
                         ...
DON’T TRY TO MIMIC THE

ACTION TAKEN
    LOOK TO BE INSPIRED BY THE

INTENDED MOTIVE
Treating
                        design as a
                          veneer

You create
 “objects”
instead of   IT’S USU...
DON’T OUTSOURCE

VISION

      DON’T BE A SLAVE TO

      TODAY’S TRENDS
DON’T

FOLLOW
YOUR CUSTOMERS

LEAD THEM
YOU MAY NOT GET YOUR ANSWER
FROM ASKING BUT YOU CAN GET
IT FROM OBSERVING
FOCUS ON SOLVING

  HUMAN NEEDS
        INSTEAD OF

TECHNICAL PROBLEMS
TEACH

CENTER DRIVEN
AUTHENTICITY
DON’T END WITH THE

INSIGHTS
GREAT IDEAS LEAD TO

ANSWERS
Thanks A
                                    gain!




         KELSEY RUGER
     http://www.themoleskin.com
 http://www.t...
Rebirth of Slick: Why Great Design Will Make People Love Your Company
Rebirth of Slick: Why Great Design Will Make People Love Your Company
Rebirth of Slick: Why Great Design Will Make People Love Your Company
Rebirth of Slick: Why Great Design Will Make People Love Your Company
Rebirth of Slick: Why Great Design Will Make People Love Your Company
Rebirth of Slick: Why Great Design Will Make People Love Your Company
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Rebirth of Slick: Why Great Design Will Make People Love Your Company

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Companies like Apple, BMW, Whole Food Stores and Target are proving that design isn’t only cool it’s profitable. In this session we will explore how design goes beyond marketing messages, advertising, PR and social media to help you create a strong brand and culture with well-regarded products and/or services.

In this session we will find out:

- The myths about design and its place in business/marketing strategy
- The limitations of the commonly accepted view of design
- Why building a design culture is good business
- How design establishes a relation with consumers
- The difference between design as a skill and design as a process

Published in: Design
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
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  • Great presentation. Is it possible to get a copy, I´m a teacher and parts of this would be great for my students. Thanks. gallerynaesheim@me.com
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  • I've always said we could learn a lot in UX design by studying Jazz musicians. There is a lot of similarities between a great jam session and a great design session, and a great band and a great team.
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  • Great presentation. Nothing out-cools Coltrane !
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  • Great stuff.
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Rebirth of Slick: Why Great Design Will Make People Love Your Company

  1. REBIRTH OF SLICK Why Design is Cool, and Why It Will Make People Love Your Company KELSEY RUGER | @themoleskin 2nd Edition #bigd10
  2. START WITH WHY
  3. A LOVE SUPREME Acknowledgement “I never even thought about whether or not they understand what I'm doing . . . the emotional reaction is all that matters as long as there's some feeling of communication, it isn't necessary that it be understood.”
  4. In the early 1990s, while hard-core rap artists like Dr. Dre and Tupac dominated the charts, Digable Planets chose a road that ignored gangsta culture.
  5. DIGABLE PLANETS DIDN’T SET OUT TO CREATE SOMETHING THAT WAS COOL
  6. THINK ABOUT WHAT WE MEAN WHEN WE LABEL SOMETHING COOL
  7. rs have that ese ch aracte tics do th erican cool? racteris t of Am What cha embo dimen de them the ma
  8. BEYOND THE OBVIOUS THREE IDEAS are inspired by cool subjec t: m. br ando - a0043 s4 - 789 an t: j. de subjec sub jec t: c. g ran t-0 04 34
  9. FOLLOW YOUR OWN PATH when they zig you should zag
  10. BE UNIQUE run from the pack
  11. TAKE CALCULATED RISKS innovation happens in the dragon gap
  12. OK, BUT WHAT DOES IT MEAN? Design thinking and design copying aren’t the same Don’t fear jumping into the dragon gap. What you believe matters more than w hat you do. Design is very much entrepreneurial Learn, Act & Do like a designer. Favor frameworks over rules & process Don’t chase cool. Be inspired by cool.
  13. A Love Supreme Resolution “All a musician can do is to get closer to the sources of nature, and so feel that he is in communion with the natural laws.” 1965
  14. WHICH COMPANIES HAVE A COOL FACTOR? Dell Toyota CVS Pharmacy Apple BMW MTV HEB Amazon Costco Microsoft Proctor & Gamble Zappos Sears Nike Corning Industries Disney Converse Target General Mills J.C. Penney Dow Chemical Starbucks Walmart Equifax Office Depot Haliburton Estee Lauder Grey Goose Continental IKEA American Airlines Virgin Airlines General Electric Panasonic Boeing Google
  15. WHICH COMPANIES HAVE A COOL FACTOR? Dell Toyota CVS Pharmacy Apple BMW MTV HEB Amazon Costco Microsoft Proctor & Gamble Zappos Sears Nike Corning Industries Disney Converse Target General Mills J.C. Penney Dow Chemical Starbucks Walmart Equifax Office Depot Haliburton Estee Lauder Grey Goose Continental IKEA American Airlines Virgin Airlines General Electric Panasonic Boeing Google
  16. TS? UL ES R
  17. WE OFTEN CONFUSE THE PROCESS OF DESIGN THINKING WITH THE ACT OF DESIGN DOING
  18. ARE YOUR GOALS TOO REASONABLE? sounds mediocre ugh? what if it’s new? r n ee ds me t cus to 1. Mee marke t to uce t im e how about 2 . Re d es eliminating re so urc timize rs them? 3. Op l bar rie n ctiona uce fu 5. Re d cultur e ate cor por uh... yeah 6. C hange right
  19. WD D WHAT DID APPLE DO?
  20. WW D WHAT WOULD APPLE DO?
  21. These companies don’t have enduring relevant bands because of short sighted, gimmicky campaigns, a dash of bling or a viral web site.
  22. Relevance creates long term value.
  23. RELEVANCE IS COOL * * *
  24. You can’t buy or borrow cool from a brand it has to be designed in. Don’t look for it on the outside. Be authentic. WHERE IS THAT MAGIC WHICH WILL MAKE YOUR PRODUCT THE “IPOD” OF YOUR INDUSTRY?
  25. BRAND IS DESIGNED WHEN YOU TAKE SUBSTANTIAL RISK AND FACE THE POSSIBILITY OF REAL FAILURE
  26. A LOVE SUPREME Pursuance “Sometimes I wish I could walk up to my music for the first time, as if I had never heard it before. Being so inescapably a part of it, I’ll never know what the listener gets, what the listener feels, and that’s too bad.”
  27. WHEN YOU SPEND TIME CHASING COOL YOU DON’T DO THE THINGS THAT MAKE YOU COOL
  28. DESIGN IS THE FUNDAMENTAL SOUL OF THE COMPANY THAT EXPRESSES ITSELF THROUGH AN END RESULT - THE PRODUCT - Steve Jobs
  29. inspired by cool
  30. Chasing Cool
  31. ar too na rrowly. define design f Mos t people
  32. THE TRANSITION FROM CHASING DESIGN DOING TO BEING INSPIRED BY SOLID DESIGN THINKING
  33. EAUT WHAT YOU SEE IS NOT WHAT YOU GET
  34. DESIGN IS THE entire experience not just this
  35. DESIGN IS THE entire experience Usefulness + Operability x Meaning = Significance
  36. THE AESTHETICS OF MANAGEMENT CONTRAST How can we differentiate ourselves? DEPTH How can we succeed on many levels? FOCUS What should we not do? HARMONY How can we achieve synergy? INTEGRITY How can we forge the parts into a whole? LINE What is our trajectory over time? MOTION What advantages can we gain from speed? NOVELTY How can we use the element of surprise? ORDER How should we structure our organization? PATTERN Where have we seen this before? REPETITION Where are the economies of scale? RHYTHM How can we optimize time? PROPORTION How can we keep our strategy balanced? SCALE How big should our business be? SHAPE Where should we draw the edges? TEXTURE How do the details enliven our culture? UNITY Where is the highest order solution? VARIETY How can diversity drive innovation.
  37. Simply Chasing cool is a really bad idea; inspired by cool is a great idea. Don’t do it because you research it, do it because you breathe it. - Russell Simmons KING LO OK LIKE? OES DES IGN THIN WHAT D
  38. Simply Chasing design is a really bad idea; inspired by design is a great idea. Don’t do it because you research it, do it because you breathe it.
  39. A LOVE SUPREME Psalm To be a musician is really something. It goes very, very deep. My music is the spiritual expression of what I am - my faith, my knowledge, my being."
  40. THEY ALWAYS TREAT DESIGN AS A PROCESS NOT AS AN EVENT
  41. DESIGN THINKING IS NOT AN EVENT IT’S A PROCESS
  42. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS here INSPIRATION IDEATION ACTION INNOVATION 1 2 3 and here
  43. DON’T FAVOR PRODUCTION OVER DESIGN
  44. SHIFT FROM INDUSTRIAL TO CREATIVE MINDSET
  45. People talk about their functions in the organization. Human organizations are not at all like mechanisms. I mean they have hierarchies, responsibilities and different roles - but a human organization is much more like an organism. PROCESS TELLS US HOW TO BUILD. IT DOESN’T HELP WITH WHAT TO BUILD.
  46. DON’T DEPEND HEAVILY ON METRICS OR COMMON WISDOM
  47. BECOME OVERLY CONSERVATIVE OBSESSED WITH MEETING THE NUMBERS EMOTIONALLY AND ANALYTICALLY DETACHED WOULD RATHER BUY SUCCESS INSTEAD OF EARNING IT EMPHASIZE THE WRONG HEROES
  48. YOU HAVE TO LEARN HOW TO FLIP THE VALUE CHAIN AKA DESIGN EXPERIENCE CHAIN VISION? IT’S OUR PEOPLE WE MIGHT WE DIDN’T WHAT’S HOT ON THE ARE LAZY/ NEED A NEW MEET OUR RIGHT NOW? WEBSITE. UNSKILLED PRODUCT NUMBERS COMPANIES FOCUSED ON TRAILING INDICATORS VISION CULTURE INNOVATION GROWTH VALUE COMPANIES FOCUSED ON LEADING INDICATORS HOW DO WE PEOPLE FIND WHY DO WE HOW DO WE INTEGRATE HOW DO WE VALUE IN DO THIS SHARE THE OUR VISION DESIGN THE WHAT WE ANYWAY? MESSAGE? IN THE EXPERIENCE? OFFER WORK?
  49. DON’T LEAD WITH EFFICIENCY AND CUT COSTS LATER
  50. DON’T SPEND ALOT JUST DO WHAT ACME DID THAT DOESN’T FIT OUR PROCESS DON’T SCREW THIS UP
  51. BAKE DESIGN INTO THE CORE & BUILD EXPERIENCE OUT
  52. WHAT’S THE BEST PART OF AN APPLE PIE?
  53. BE CAPABLE OF TELLING A MEANINGFUL STORY ABOUT YOUR BRAND OR COMPANY
  54. Make It Meaningful Tell me a engaging story I like experiences Looks matter but how I feel matters more CONSUMER MINDSET: THE PLAN
  55. WE JUST “GET IT” A GOOD STORY ILLUSTRATES HUMAN EMOTION
  56. The “values in action” The “vision” stories stories The “why am I here” T he “teaching” stories stories Th e “who am I” ” The “I k now what yo u are thinking Stories stories CAN YOU TELL THESE STORIES?
  57. DON’T TRY TO MIMIC THE ACTION TAKEN LOOK TO BE INSPIRED BY THE INTENDED MOTIVE
  58. Treating design as a veneer You create “objects” instead of IT’S USUALLY A experience VICIOUS CYCLE Design isn’t a THAT IGNORES DESIGN part of every role The experience isn’t designed
  59. DON’T OUTSOURCE VISION DON’T BE A SLAVE TO TODAY’S TRENDS
  60. DON’T FOLLOW YOUR CUSTOMERS LEAD THEM
  61. YOU MAY NOT GET YOUR ANSWER FROM ASKING BUT YOU CAN GET IT FROM OBSERVING
  62. FOCUS ON SOLVING HUMAN NEEDS INSTEAD OF TECHNICAL PROBLEMS
  63. TEACH CENTER DRIVEN AUTHENTICITY
  64. DON’T END WITH THE INSIGHTS GREAT IDEAS LEAD TO ANSWERS
  65. Thanks A gain! KELSEY RUGER http://www.themoleskin.com http://www.twitter.com/themoleskin http://www.slideshare.net/themoleskin

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