Download - Strategic Design and Meaningful Innovation
Strategic Design &Meaningful Innovation
Nathan Shedroff2008
Slides and templates posted:nathan.com/thoughts
The big thing!
The big thing!Meaning
Why innovate?Paths to Growth:
Increase operational efficienciesSell-off assets
Mergers and acquisitionsInitial Public Offerings
“Rebranding”Innovation
Why innovate?Paths to Organic, Lasting Growth:Increase operational efficiencies
Sell-off assetsMergers and acquisitions
Initial Public Offerings“Rebranding”
Innovation
Why experiences?
Commodity Product Service Experience
Price/Value
From: The Experience Economy, Pine and Gilmore
Commodity Product Service
Price/Value
Event/Environment
Experience
Experiences are designable
Everything we createis an experience
We recognize some experiences easily
We recognize some experiences easily
We recognize some experiences easily
People don’t just travel to see things
They travel to experience
The boundaries of experiences are our minds and bodies
Design is the processof making experiences
But what, exactly,is an experience?
BreadthProductServiceBrand
Name(s)Channel/Environment
(Space)Promotion
Price
IntensityReflexHabitEngagement
DurationInitiation
ImmersionConclusion
Continuation
TriggersSenses:Sight
Sound
Smell
Taste
Touch
Cognitive:Concepts
Symbols
Every sensorial decision is a trigger: every color, texture, smell, taste,
typeface, sound, music, voice, pattern, icon, symbol, interaction,
layout, concept, temperature, expression,
etc...
InteractionPassiveActiveInteractive
SignificanceMeaningStatus/IdentityEmotion/LifestylePriceFunction
Function (Performance):Does this do what I need?
Price (Value):Does this do what I need at a
price that’s worth it?
Emotions (Lifestyle):Does this make me
feel good?
Status/Identity (Values):Is this me?
Meaning (Reality):Does this fit into my reality?
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
Porsche: Dreamers (2006) Nike: If you let me play (1995)
Successful experiences are meaningful
(and not merely novel)
Design & development is the process
of evoking meaning
How do you put meaning into the
process?
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
Competing Objectives:Business (Clients)Customers (Users)
TeamDomain & Medium
Sustainability
Strategic Design:
Business Objectives:Revenues
ProfitGrowth
Brand/Reputation/Satisfaction/Loyalty/Relationship/ValueExperience & Meaning
Strategy
Strategic Design:
Customer Objectives:Needs & Desires:
PerformanceValue
Emotion/LifestyleValues
Experience & Meaning
Strategic Design:
Team Objectives:ValuesGoals
DesiresMeaning
Strategic Design:
Domain & Medium:What’s appropriate for the
medium, industry, and context?
What is the cultural context?What are expectations?
Strategic Design:
Sustainability:Human CapitalNatural Capital
Financial CapitalManufactured Capital
Is each form sustainable?
Strategic Design:
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Your Focus!
Strategic Design:
Competitors’ Meaning Priorities
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Some questions:
Who’s doing this?
Who’s doing this?You
What meanings doyour customers prioritize?
What experiencesdo they seek?
Is meaning manipulation?
Should companiesevoke meaning?
Does everything we design already evoke meaning?
Are you creatinganything meaningful?
What’s meaningful to you?
