Download - The New Seriousness of Design
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The New Seriousness of Design
Lee Sankey Design Director Barclays !@leesankey
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It’s a wonderful time for design. More relevant than ever
Why?
The New Seriousness of Design
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1 Disruption and change
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2 Expectations have changed
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3 Rising complexity, distributed value
No longer just a branch and a cheque book
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Nike, more than just shoes
3 Rising complexity, distributed value
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We see…
Lee Sankey - The New Seriousness of DesignThe New Seriousness of Design
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Designers founding and running companies
The New Seriousness of Design
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Agencies launching their own products
The New Seriousness of Design
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Design becoming a part of the boardroom
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Design becoming a core business competency
Barclays Design Office
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What are the implications of design’s new significance and having seat at the business table?
The New Seriousness of Design
A new era. Design has an unprecedented opportunity to fulfil its potential. People are listening. Business gets it.
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Make or break a business !
Create new realities !
Help address profound global challenges
Simply put, design can…
The New Seriousness of Design
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The New Seriousness of Design
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Are designers ready for the responsibility?
Lee Sankey - The New Seriousness of Design
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Is Service Design ready?
Lee Sankey - The New Seriousness of Design
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Service Design?
The New Seriousness of Design
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Service Design?
The New Seriousness of Design
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Service Design?
The New Seriousness of Design
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Brilliant at communicating the ‘how’, but… !
What was the problem/opportunity?
What was your idea?
What happened?
The New Seriousness of Design
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Is Service Design more in love with process than outcomes?
The New Seriousness of Design
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Do we want to be defined by the process or defined outcomes?
The New Seriousness of Design
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Design is changing. Shaped by opposing forces
The New Seriousness of Design
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The New Seriousness of Design
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The New Seriousness of Design
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The New Seriousness of Design
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The New Seriousness of Design
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The New Seriousness of Design
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The New Seriousness of Design
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The New Seriousness of Design
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- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
The New Seriousness of Design
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- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of Design
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Implications for design education, design agencies, in-house teams and design community
- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of Design
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Implications for Service Design?
- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of Design
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When everything is melting, does trying to define Service Design hinder? !
Services Design (discipline) can be applied top down but also used bottom up by other disciplines (mentality). I.e. Service Design itself becoming ‘distributed’ ?
New Conditions & Service Design
The New Seriousness of Design
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New Conditions Three Opportunities for Service Design
The New Seriousness of Design
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1
The Devil is no longer in the details
The New Seriousness of Design
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The Devil’s in disruption and the differences
1
The New Seriousness of Design
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Will the future of banking be decided by a UI Design?
Lee Sankey - The New Seriousness of Design
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It’s not just getting the design right. You need to design the right thing.
The New Seriousness of Design
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What you add, rather than take away
2
The New Seriousness of Design
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The New Seriousness of Design
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The New Seriousness of Design
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Bland, flat and seamlessly forgettable?
The New Seriousness of Design
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Personality, the differences
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The New Seriousness of Design
http://www.dailymotion.com/video/xxw74b_e3-monty-don-s-french-gardens-the-artistic-garden_lifestyle
Watch this video…
between 3:24 and 4:52
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“Monet wasn’t painting the garden, he was painting what the garden means.”
The New Seriousness of Design
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Transcend how the service works, to what it means
3
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New service design mentality for new conditions !
Extend impact to each pillar - strategy, brand, operations, experience !
Be more than glue/integrator/facilitator. Bridge the reality gap (make it real) !
As roles and ‘services’ blur work with all ‘materials’ !
Convince through doing
The New Seriousness of Design
Summary
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Be in love with outcomes as much as process
The New Seriousness of Design
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Thanks! !!Lee Sankey Design Director, Barclays !@leesankey