The Power of Design: Success vs. Mediocrity

Lance Loveday, CEOClosed Loop Marketing

Design as Game-Changer

Good Design

Bad Design

What Does Design Mean?

Design – Noun or Verb?

Design – n.

1. Aesthetic, surface properties2. The physical shape and contour of an object3. Static, passive, visual, functional

Design – v.

1. Envision, plan, create, clarify, build, enrich2. Vigorous approach to communicating, solving

problems and identify new opportunities3. To craft an experience

http://divergentmba.wordpress.com/2011/04/02/design-fundamentals-tools-and-techniques-to-foster-innovation/

Design Matters

Design Matters

$1M$1M

Design Matters

10 companies

Investment criteria:

1. A demonstrated care in the design of their products and web site

2. A history of innovation3. They inspire loyalty in their customer base4. Doing business with them is a positive experience

Why Design Is So Challenging

Why Designers Fail

http://www.scottberkun.com/blog/2008/why-designers-fail-the-report/

The Main Challenges Are Organizational

“In many organizations, design is not seen as a critical thinking skill, it is thought of as a process for execution once the hard decisions are made.”

- Designer

Some Companies Have Bypassed This Dysfunction

And Utilized Design to Achieve A Competitive

Advantage

What’s Different About Design-Centric Companies

Attributes

〉Process〉Culture〉People〉Leadership

Design Success Factors

〉Process• Prototyping• Exposure Hours

Design Success Factors

〉CultureBAD GOOD

Consensus-driven Autonomy

Design by committee Test & learn

Failure avoidance Error recovery

HiPPO Accountable managers

Quant-focused Vision>Qual>Quant

“The best ideas come from the collaborative efforts of small, closely-knit project teams and an environment unlimited by adversity to risk.”- Burt Rutan

Design Success Factors

〉People• N Factor

I

E

S

T

F

P

J

N

Design Success Factors

〉Design/UX Team Structure• Strong, visionary executive• Holistic purview• Empowered to steamroll• Quota

Design Success Factors

The Right Approach?

〉Process

〉Leadership

〉People

〉Culture

Design Matters

Design Is Too Important to Leave to Designers

Thank You

“Design is not a single activity; it is an organic collection of interconnected practices that create value.”

- Tom Wujeck

Design Thinking

“a virtual prototype of tomorrow, of a real human future in which tribe-like groups will engage in combat over declining natural resources, build temporary alliances based on the basis of mutual self-interest, and seek a set of values that transcend the need for war.” – Sociologist William Sims Bainbridge from his book “The Warcraft Civilization: Social Science in a Virtual World

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