The Role of Design in Business

The Role of Design in Business

Hello!

My name is Jake Wells. UX Designer Former Co-founder Email Twitter

EPAM Empathy Lab ElectNext

[email protected] @wells_jake

The Role of Design in Business

“We are on the cusp of a design revolution in business, and as a result, business people

don’t just need to understand designers better – they need to become designers.”

- Roger Martin - Dean, Rotman School of Management

What you’re in for tonight…

Design Principles!20th vs 21st Century !

Design Process!Approach & TechniqueDesign Process!Approach & Technique

Examples!Startups, Corporations,!& Agencies

New Professional Roles!Rise of the DEO

Hybrid Degree Programs!The Design MBA

20th Century design…

image

functionality

technology

usability

interfaceinterface

trend

identity

interfacemarketing interfacewow factor

status interfaceimmediacy

scalability single solution


image

functionality

technology

usability

interfaceinterface

trend

identity


SURFACE LEVEL PRINCIPLES




21st Century design…

image

functionality

technology

usability

interfaceinterface

trend

identity


scalability



single solution

cognitive science

accessibility

adaptability

interfaceethnography

human behavior

interfaceautonomy

human behavior social innovation

ethics

integration

holistic

systems



image

functionality

technology

usability

interfaceinterface

trend

identity



HUMAN CENTERED PRINCIPLES


cognitive science

accessibility

adaptability

interfaceethnography

human behavior

interfaceautonomy

human behavior social innovation

ethics

integration


systems

holistic


Usability & Functionality

Status & Immediacy

Interface & Technology

Image & Trend

On the surface, what do people want?


Needs, Pain Points, and Struggles

Hidden Anxieties

Inner Motivations

What do we find if we look below the surface?

Observable Behaviors

Empathy helps us understand what people need

observe

need

observation…

Asking helps us understand what people want

think speak

want

surveys…

want and need are not equal in value…

observethink speak

=want need

Understanding need creates valuable insights…

need long term business strategy

revolutionary, life-changing innovation

timeless, accessible design

happy customers, users, & employees

meaningful engagement1

2

3

4

5

Understanding Human Needs

OPTIMUM

VALUENEED WANT

Long Term Value Short Term Value

Approach & Process

“While it is less understood than scientific thinking, design thinking has characteristics of

great value to teams dealing with complex, ill-formed problems.” - Charles Owen - Institute of Design, IIT

What is exactly is design thinking?

Design Thinking evolved from several different (collaborative) design process methods, developed to extend design to other areas of practice.

Participatory Design!Herbert Simon!Horst Rittel !

1960’s 1980’s 1990’s 2000’s 2010’s

Design Science Cognitive Reflections Process Methods Mindset

User Centered Design!Bryan Lawson!Nigel Cross!Donald Schon!Donald Norman!

Meta-Design!Richard Buchanan!William Rouse!Ezio Manzini!!

Service Design!Human Centered Design!Lucy Kimbell!Tim Brown!Roger Martin!

Now

Tim Brown, Change by Design

Design is a process…

Understand Explore Develop

Learn

Prototype

BrainstormResearch Final

Concepts

Design is a process…


Learn

Prototype


ConceptsDivergent Thinking

Convergent Thinking

Analytical Business Strategy

Single Solution


Single Solution


Single Solution $$$$$$$$

Design Process + Business Strategy

LearnPrototype


Concepts

Multiple Solutions Simultaneously Tested To arrive at an informed and valuable solution that saves

money and time in the long run.


Businesses Leveraging Design

“Today more than ever, business growth requires an ability to see new possibilities, and seeing new possibilities requires new ways of

looking at the world.” - Sarah Rottenberg & Isabel O’Meara

Google Technology

Apple Technology

Airbnb Hotels

Warby Parker Fashion Wearables

Acumen Fund Non Profit

EPAM Empathy Lab Agency

The Action Mill Agency

Reboot Agency

New Professional Roles

“Leaders who understand the transformative power of design and embrace its traits and tenets can command in

times of change. We call these leaders DEOs—Design Executive Officers—and they are our new heroes.”

- Maria Guidice - Author, Rise of the DEO

User Experience Design

User Experience Design Jobs - 13,900

Financial Analyst Jobs - 6,133

Chief Innovation Officer

Since the dot-com era of the 1990s the rate and scale of disruption brought about by innovation has massively accelerated, crushing the average length of time a company remained on the S&P 500s - stock index from 57 years in the 1950s to 18 by 2008.

AMD

Owens Corning

Johnson & Johnson

Citigroup

interfaceCoca Cola interfaceDuPont

Humana

Rise of the DEO

“We are on the cusp of a design revolution in business, and as a result, business people

don’t just need to understand designers better – they need to become designers.”!

- Roger Martin - Dean, Rotman School of Management

New Educational Programs

“Too often, companies and individuals assume that creativity and innovation are the domain of the “creative types.” But two of the leading experts in innovation, design, and creativity on the planet show us that each and every one of us is creative.”

- David Kelley - Founder, IDEO

In Philadelphia alone…

Master of Social Innovation @ University of the Arts

Strategic Design MBA @ Philadelphia University

Integrated Product Design @ University of Pennsylvania

In Philadelphia alone…

Master of Social Innovation @ University of the Arts

Strategic Design MBA @ Philadelphia University

Integrated Product Design @ University of Pennsylvania

Other Programs…

Business Design @ Rotman School of Management

d School @ Institute of Design at Stanford

Design/MBA @ IIT Institute of Design

In Summary

“Taking a human-centered approach to market segmentation can help organizations

identify new opportunities for growth” - Johannes Seemann - Rotman on Design

Summary…

Design and Business personalities are merging1

Summary…


20th Century design was about surface level principles2

Summary…



21st Century design is about human centered principles3

Solid…

Solid…

Solid…




Ethnography & behavioral science helps us understand motives4

Summary…

20th Century design

Summary…





A balance of human need and want = optimum business value 5






Design Thinking isn’t new, it’s actually been around for a long time6

Summary…







It’s hard, but anyone can learn and leverage a design process7

Summary…







It’s hard, but anyone can learn and leverage a design process7

A new wave of leaders is coming, and trends in jobs/ed prove it8

Summary…

Thank You

Let’s chat!UX Designer Former Co-founder Email Twitter

EPAM Empathy Lab ElectNext

[email protected] @wells_jake