design strategy

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Design Strategy Clarity Guidance Direction DESIGN ST ATEGIES

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What is design strategy and what value does it add to an organization.

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Page 1: Design Strategy

Design StrategyClarity Guidance Direction

Discover De�ne Develop Deliver

Consumer trends and insight

Business trends and insight

DESIGN ST ATEGIES

RESEARCH

RESEARCH PLANNINGSTRATEGY

Goal and Obejctives

DIVERGENCE

DIVERGENCECONVERGEN

CONVERGEN

DISPLAYOBSERVATION

STRUCTURAL INSIGHTS- Friendships- Models- Patterns- Stories- Personas

IDEATION PRINCEPALS REFINEMENT

CONSTRAINES- Technical- Business- Context- Material- Tools

Anton
Sticky Note
A brief introduction what the are of design strategy is, why and how
Page 2: Design Strategy

WHY WHAT HOW CASES

Page 3: Design Strategy

WHY “Organizations resist change because they are made up of individuals who are working at what

has always worked.”Roger Martin, dean of the Rotman School of Management at the University of Toronto,

Page 4: Design Strategy

Evolution of DesignDesign is rapidly moving from posters and toasters to include processes, systems, and organizations.

Page 5: Design Strategy

DESIGN AS ;

an aesthetic value

a functional & technical driver

decision indicator

decision driver

direction driver

a business asset

Anton
Sticky Note
If we look at the evolution of design it can furthermore be transferred in the way design presence evolves within an organization. Design as an action for boosting the aesthetic value, to take a more proactive position as a business asset.
Page 6: Design Strategy

BrandStrategy

Brand Identity

Design Identity

Design Development

Production DistributionDesignManagement

BusinessStrategy

Design as Tactic

Design as Strategy

Anton
Sticky Note
Design as tactics VS design as strategy Placing design in a more proactive position within an organization increases altitude of innovation. Participating in setting up the foundation of an organizations strategies, design, branding and identity becomes in-line/in tuned with business and market needs.
Page 7: Design Strategy

Determine Business Strategy

DefineCustomerExperience

DetermineBrand

Strategy

CreateConcepts

Develop Design

ManageStandards

Produce Distribute

Leaders

Creators

Moste DesignFirms

Makers

High FeesExecutive

Level

Low FeesLow In�uence

Anton
Sticky Note
From an internal point this means that we have generate a greater business sense. It also means that we can re-frame and expand our current service offering and charge more for it.
Page 8: Design Strategy

Customers Value Business

Competition

Environment

Market

Global issues

Social trends

Government regulations

Economy

Technology

Anton
Sticky Note
Companies use design to improve their market position. The overlap of customer needs and business needs is where design can add most value. Managing design in a way that takes into account the bigger picture can provide valuable competitive advantage to the client organisation.
Page 9: Design Strategy

Mystery Heuristics

AlgorithmsCode

Design

Business

StrategyMarry business and design

Learning how to describe design’s benefits in financial and strategic language is key.

Anton
Sticky Note
Designers and executive are speaking and working in too different worlds that have to be brought closer to each other. On one side we have the designers that usually work with mystery (intangible, feelings & emotions) Heuristic (solves a problem by learning and discover) And on the other the executive that are used to making decisions based on Algorithms and Code, well calculated tangibles. The design strategist has to learn both languages and create a bridge between the worlds to create a more divorced conversation.
Page 10: Design Strategy

BUSINESSGOALS

COSTUMER NEEDS

Vision

Goals

Value

Processes

Identity

ObjectivesDesign

Brand

Research

Anton
Sticky Note
What this means is that the design strategist function is to make sure that the business goals are in lined with the customer needs. Create a consistency with the corporate goals, branding, identity products and promotion.
Page 11: Design Strategy

Strategy should bring clarity to an organization

- Product/service design: decide how to create something

- Design strategy: decide what to create, with a perspective beyond the current cycle (e.g. 3-5 years)

- Business strategy: decide what a business should do, with a perspective beyond the current cycle (e.g. 3-5 years)

Page 12: Design Strategy

Design drives innovation,

Innovation powers brands,

brands build loyalty,

and loyalty sustains profits. If you want long-term profits, don’t start with technology—Start with design.

Page 13: Design Strategy

Innovation = Invention x Implementation

Page 14: Design Strategy

WHAT The difference between a dreamer and a

pioneer is discipline and process

Page 15: Design Strategy

TECHNOLOGY BUSINESS

HUMAN VALUES

FeasibilityEngineers EE, ME

ViabilitySales, Marketing

Usability, Desirebility, Need

Process InnovationPM

StrategyEmotional Innovation

Design & InteractionFunctional Innovation

Experience Innovation

Design Strategist acts in the crossroads of design, research insight and business strategy, where design methods are used to generate furthermore illustrate strategies as well as tactics for planning, implementation and businesses.

Page 16: Design Strategy

Design strategy is a discipline which helps firms determine what to make and do, why do it and how to innovate contextually, both immediately and over the long term

Page 17: Design Strategy

Design Strategist acts in the crossroads of design, research insight and business strategy, where design methods are used to generate furthermore illustrate strategies as well as tactics for planning, implementation and businesses.

Page 18: Design Strategy

Strategic thinking stresses a systemic perspective of interrelations and interdependence

Page 19: Design Strategy

Strategic thinkingOver look the big picture to increase the projects hit rate and decrease sunk cost

Page 20: Design Strategy

Strategy is about choice which affects the outcomes

Page 21: Design Strategy

A Strategy is a long term plan of action designed to achieve a particular goal

Page 22: Design Strategy

Strategies are used to make the problem easier to understand and solve.

Page 23: Design Strategy

HOW“We will not win on technology alone”

We have to build in Design in to the company DNAAG Patrick Lynch P.N.G

Page 24: Design Strategy

Design Strategy creates consistency throughout the design process and link the elements

ResearchInsights

Directions

Brand Decode

Design Principals

Product design

Graphic design

Packaging design

Marketing

Page 25: Design Strategy

Key Responsibilities

- Provide support to decode clarify and achieve goals and objectives.

- Identify business problems and provides context for design opportunities.

- Identify the key questions and issues that the client’s organization should address.

- Translating insights into actionable solutions

- Connecting design efforts to an organization’s business strategy

- Integrating design as a fundamental aspect of strategic brand intent

- Through a wide and deep approach, explore the market to create compelling user

experiences, via products services and/or systems in its appropriate context.

Page 26: Design Strategy

Business Goal: The overall business aim within which you will be required to develop a strategy

Strategy: A high level plan of how you are going to approach the achievement of the goal

Tactics: Specific methods that you can use to achieve the strategy

Page 27: Design Strategy

SCOPEWhat is the potential with the project

CONSUMER VALUEWhat does our costumer value & underlying messages

DEFINITIONWhat are we doingDetect the most reasonable solution if it should be product, system, or service

FOCUSWhat will generate real business value

Page 28: Design Strategy

Discover De�ne Develop Deliver

Consumer trends and insight

Business trends and insight

DESIGN ST ATEGIES

RESEARCH

RESEARCH PLANNINGSTRATEGY

Goal and Obejctives

DIVERGENCE

DIVERGENCECONVERGEN

CONVERGEN

DISPLAYOBSERVATION

STRUCTURAL INSIGHTS- Friendships- Models- Patterns- Stories- Personas

IDEATION PRINCEPALS REFINEMENT

CONSTRAINES- Technical- Business- Context- Material- Tools

Page 29: Design Strategy

Business and Design Strategy

Corporate Strategy Brand

Customer

Competitor

Research & Analysis De�nition & Design

ProductStrategy

DesignStrategy

Page 30: Design Strategy

Emergent Strategy

STRATEGIC MANAGEMENT

Operational

Big ideas:StrategicPlanning

Corporate Business

StrategicInitiatives Projects

Strategic Tactical Functional

STRATEGIC DESIGN & DESIGN MANAGEMENT

Planned Strategy Strategy Echo

Products

Services

Communications

System

Marketplace

Needs,Goals,

Perceptions

CUSTO

MERS

Customer Experience

Planned perceptions

Actual perceptions

Research-driven

STRATEGIC M

ARKETIN

G

Brand &Identity

current user behavior

known business value

changed user behavior

improved business value

Page 31: Design Strategy

DESIGN THINKING FOR

BUSINESS INNOVATION

Page 32: Design Strategy

CASESSuccessful brands capture consumers not by selling “product attributes”, but by creating

“superior experiences.”