strategic design for the social sector
TRANSCRIPT
STRATEGIC DESIGN FOR THE SOCIAL SECTOR
M ATT H E W S C H A R P N I C K @ e l e fi n t
OUR CLIENTS
WHAT DO WE MEAN BY DESIGN?
Intentionally crafting products or experiences to meet certain goals
Not just graphic design: web, information, ux, industrial, service
Not about decoration and appearance but about creating an interaction
WHY DESIGN MATTERS
Design captures your traits and values in something tangible
It creates alignment among all your constituents
Storytelling engages people with content in meaningful ways
Strong brands build trust - giving you authority and credibility
WHAT DO WE MEAN BY STRATEGIC DESIGN?
Understanding the audience
Understanding the organization’s goals
Aligning specific communications to the overlap between these two
WHAT DO WE MEAN BY A BRAND?
The sum of all feelings about an organization
Much more than its logo or visual identity
A strong brand opens up new possibilities• Employees• Customers• Partners
PROCESS: LEARN + SYNTHESIZE
CONSIDERATIONS: STRATEGY
“The solution lies simply in posing a single question, which I
believe is the most important question in strategy.
Rather than have [people] talk about what they thought was true,
ask them to specify what would have to be true for the option on the table to be a fantastic choice. It was magic.
Clashing views turned into collaboration on really understanding the logic of the options.”
Roger Martin, “My Eureka Moment With Strategy,” HBR
SPOTLIGHT: HOMEBRIDGE
CONSIDERATIONS: STRATEGY
Creating a framework
DEFINITION: UX + INTERACTION DESIGN
User Experience and Interaction design are a discipline of design focused on making things intuitive to use.
The philosophy of UX design is captured well by one of the best
books on the subject titled “Don’t make me think,” by Steve Krug.
QUESTIONS: UX + INTERACTION DESIGN
How do the strategic insights we identified earlier show up?
What are the most efficient and engaging ways to get multiple audiences with different goals where they want to go?
How do we make sure they meet our objectives?
PROCESS: UX + INTERACTION DESIGN
Wireframes
PROCESS: UX + INTERACTION DESIGN
Wireframes
PROCESS: VISUAL DESIGN
INSIGHTS: VISUAL DESIGN
Good visual design demonstrates quality and builds trust
Effective visual design makes things easier to use
Form and function cannot be separated in storytelling - how you show things is integral to the message itself
SPOTLIGHT: VISUAL DESIGN
ATM Study
SPOTLIGHT: VISUAL DESIGN
ATM Study: Attractive things work better
“…when we are relaxed, our brains are more flexible and more likely to find workarounds for difficult problems.”
Not only do aesthetics affect perceived usability, they also influence actual performance.
PROCESS: ITERATION + ANALYTICS
Check your assumptions
Through deep personal interactions and quantitative testing, make sure your designs are achieving their goals
Iterate
SPOTLIGHT: DATA VISUALIZATION
Data often commands an undeserved respect
Lying and manipulation are easy
Important questions must be asked about how data is visualized
Data should be visualized in an efficient + engaging way
SPOTLIGHT: DATA VISUALIZATION
Minard, Napoleon, Tufte
CASE STUDY: DATA VISUALIZATION
US debt
CASE STUDY: DATA VISUALIZATION
CASE STUDY: DATA VISUALIZATION
CASE STUDY: DATA VISUALIZATION
CASE STUDY: DATA VISUALIZATION
CASE STUDY: DATA VISUALIZATION
SPOTLIGHT: JAPAN DEBT DATA VIZ
SPOTLIGHT: THE COMMUNICATIONS NETWORK
SPOTLIGHT: THE COMMUNICATIONS NETWORK
SPOTLIGHT: THE COMMUNICATIONS NETWORK
SPOTLIGHT: THE COMMUNICATIONS NETWORK
SPOTLIGHT: THE COMMUNICATIONS NETWORKThe Communications Network envisions…
We believe…
The Network is…who share the belief…
What We Do: Community + Learning + Leadership
We deliver timely access to knowledge, expertise…
SPOTLIGHT: MORE INFOGRAPHICS
SPOTLIGHT: MORE INFOGRAPHICS
SPOTLIGHT: DALY TO IMPACT
SPOTLIGHT: DALY TO IMPACT
KEY TAKEAWAYS
The most effective design grows out of clear strategic understanding
Brands are about fit and consistency and can open new possibilities for an organization
Design now covers many disciplines beyond visual design, each with a specific and rich knowledge base
THANK YOU!@mattscharp @elefint