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Presentation given at Bethel University's art program. Focuses first on my history and path to innovation planning and the second half gets into how are artists can create value for business. Definitely some repeat slide from other presentations.
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Solving business problems with A&D
Chris Finlay | 10.29.2008
In 1969 at his Paris exhibition "Qu'est-ca que le Design?" (What is Design?)
Charles Eames was asked, "What are the boundaries of design?”
Eames replied, "What are the boundaries of the problem?”
I DesignersDesire to create value
Commitment
Courage
Empathy
Plenty in the face of scarcity
Willingness to forgo income
“To the extent that I am smart, I am smart because other smart people shared with me what they knew. The way I pay them back is sharing what I know. This is the underpinning of academic life: the community of scholars.
- Bill Buxton Chief Scientist Xerox PARC
Christopher Finlay / Associates
=$?
SPARC Innovation Group
DMD Experience Design
Experience Design in fancy terms is a …
human centered innovation process
Experience Design put simply is…
designing products and services that are right for people and right for businesses by:
1) Understanding peoples needs
2) Understanding how products and
services fit into peoples lives
3) Understanding business objectives
Some companies I have worked with include:
Introducing an unfamiliar process can be hard sometimes
but understanding that the difference in process is critical when innovating…
Marketing> Production >
User research
Experience Design approach
(What has been made)
(What can be made)
(What should be made)
Market research
Engineering
Traditional approach
Marketing> Production >
Expectation +/- Experience = Brand value
because Experience Design helps us improve brand value.
In other words marketing sets expectations…
and design delivers on them.
There is lots of talk about design and innovation
but, saying you want to innovate…
is like trying to fall asleep by talking about it.
We could ask Miss Cleo…
or go into a room and figure something out…
but life is too complex to rely on the lone genius to design for everyone.
and without the right perspective design creates value only for one party
but sometimes everyone can win
“We can make banking faster and more convenient for our customers while reducing our costs.” - Charlie Scharf, CEO of Retail Financial Services at Chase
v
• Reduces teller labor• Eliminates empty envelope deposits• Digitally recognizes fraudulent checks• Enables same day credit for deposits
but sometimes everyone can win
The task of innovation is hard because of the dissimilar challenges companies face
Exploit Explore
Creativity
Systems thinking
Empathy
Flexibility
Generalist
Courage
Process
Management
Efficiency
Rigidity
Specialist
Control
$?$
DMD Experience Design can help you explore and innovate
> >Production MarketingIdeation
by helping you understand the complexity of peoples lives
Budget
Sales peopleTrends
Client Samples
DesignFurniture
and helping to reveal what people can’t say.
Explicit
Tacit
Latent
Ask
Observe
Make
DMDxd utilizes the tools of business, design and social science…
Business
Social Science
Design
Innovation
Opportunities to engage
User research
User research
Unmet needs
Design criteria
MarketingMarketing
DesignDesign BusinessBusiness
What to make
to frame research and inform a variety of important decisions
Decision making criteriaCustomer values
Models of interaction TrendsProblem framing
Better product offering
in order to help you create innovative solutions and get your unfair share.
Busine
ss st
rate
gy
Design
Stra
tegy
Produ
ct de
sign
Web
des
ign
Mar
ketin
g tim
ing
Servic
e de
sign
Mar
ketin
g m
ater
ials
Showro
om e
xper
ience
Sample
boo
ks
Production MarketingIdeation
Produ
ct de
liver
y
Servic
e de
liver
y
> >
Business is half the battle!
4 business principles artists and designers need to know
1) Design creates options and business captures the value of those options2) Businesses exist to create things people value
3) Value = Benefits - Cost
4) Business’ structure mandates highest and fastest return on investment (ROI)
ROI: a chain of logic that supports creating economic value the fastest.
It is a way of logically deciding what to do next.
Based on a lot of assumptions that seem quantified but are assumptions.
Business is hoping to quantify risk v. return to make a decision.
About ROI – Return On Investment
Its hard for accountants to value art, design and research
Accountants recognize value creation here
Jeremy Alexis, IIT
Accounting does not do well here Accounting does well here
Ship and invoice
Generate product idea
Conduct R&D on product concept
Begin tooling / production
Begin taking orders from customers
Prototype & test
Valuing Art and Design
Engineering
$$$
Known problem
Innovation Design----->$$$?
Discovery
Fine Art--------------------> $$$?
Investigation
Art is often destroying value because it is economically un-valuable even though we know that the perspective art brings is invaluable.
i.e. (-)ROI
So how do we make the case for art?
Art and design are irrational (?)
Innovation Gap
Time
Organizational Knowledge
Innovation Gap
Knowledge of how to make things
Knowledge of peoples lives
Modern problems are dilemmas
Which are more like mysteries…
than puzzles.
“…the antennae of society.”
- Michel Blondeau Eccentric Arts
“Artists are…
Innovation adoption curve
“The future is already here, it's just not evenly distributed.” - William Gibson, science fiction author, Economist, December 4, 2003
We find the future faster but don’t know how to talk about it.
How do we share the abstraction of experience?
Design thinking
The critical process of design1) Ideation
2) Research
3) Analysis
4) Synthesis
5) Prototype
6) Test
7) Evaluate
8) Produce
9) Launch
And we share them through abstractions and metaphors: Tod Machover MIT
http://www.ted.com/index.php/talks/tod_machover_and_dan_ellsey_play_new_music.html
Which helps us to understand complex relationships and assumptions
“Fountain”
Which are reflected at the edge of communities
That are rapidly changing and growing
If YouTube were a country it would be the 8th largest in the word.
Myspace has over 230,000 people sign up every day.
There are more text messages sent everyday than there are people.
From Shift Happens, X Plane
Understanding takes inspiration
Jonathan Harris
http://number27.org/
and care to value an experience
http://users.design.ucla.edu/~akoblin/work/faa/index.html
Science and technology have caught up with our imagination.
Its up to us to show businesses how to use science and technology to make the best things come to life.
Taming the new
I DesignersDesire to create value
Commitment
Courage
Empathy
Plenty in the face of scarcity
Chris Finlay [email protected](917)860-4082
