Design Strategy: The Rise of a New Culture
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IIDEX 2013 Abstract: This presentation aims to put strategic design into perspective as a new culture of decision-making. Design strategy is about creating roadmaps and brand experiences that are transcendent and resilient. It is about processes that embark on social engagement as a catalyst for systemic organizational change. It is about systems of products and services that are strategically innovative and holistic. Design strategy is about a mindset, a way of thinking and a set of tools that help businesses, organizations and institutions realize what it is that they should be doing next, how they can do it, and most importantly, why they should be doing it in the first place.
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Design Strategy: The Rise of a New Culture
- 1. Design Strategy The Rise of a New Culture
- 2. CHA NGE
- 3. Changing Context The world we live in is changing.
- 11. Conflict and War
- 12. Changing Purpose What we seek is changing.
- 13. Education Reform
- 15. CSR to CSV
- 17. Strategic Growth
- 22. Changing Behavior How we see and do things is changing.
- 23. Historically, there have been three kinds of jobs.
- 24. Maker Seller You make something that someone else wants to buy. You sell something that someone else has made. Provider You provide a service that someone else will pay for, because it makes them feel better for having it.
- 25. But this is changing too!
- 26. We are in an era that industrial design is more and more about designing industries.
- 27. An era that design thinkers are re-imagining healthcare and education systems.
- 28. An era that strategists are looking at open governance and new methods of policy making.
- 29. We are in an era that its not only about b-school and d-school anymore.
- 30. How did this change happen?
- 31. DISCIPLINARITY
- 36. Things are changing, and they are changing fast.
- 37. Design Strategy The Rise of a New Culture
- 38. Design Strategy The Rise of a New Culture
- 39. The definition, its history and what it does in an exponentially changing world. ! How it re-interprets a successful business model that is constantly changing. ! What are some of the tools that design strategists use in the process.
- 40. Design Design is the creative process of materializing the immaterial, externalizing the internal, and generating reality by transforming resources for human purposes. ! — Educating for Creativity - Luigi Ferrara, 2012
- 41. Strategy The art of planning a purpose-driven roadmap that reaches your goals.
- 42. Design Strategy Design strategy is the bias; the direction that helps businesses, organizations and institutions realize what it is that they should be doing next, how they can do it, and most importantly, why they should be doing it in the first place.
- 43. A Brief History
- 44. Sun-Tzu: Art of War
- 45. Carl Von Clausewitz: On War
- 47. Chess and the Art of Survival and Success
- 49. Let’s do some strategy!
- 50. Henry Mintzberg’s Schools of Strategy
- 51. #survival
- 52. #success
- 53. #winning
- 54. Framework
- 55. A Purpose-driven strategy always starts with the ‘why’.
- 56. What do we do? How do we do it? Why do we do it?
- 57. What do we do? How do we do it? Why do we exist?
- 58. Process
- 60. Case 1 PlayLab
- 65. WHY HOW Nurturing Young Innovators Complementing STEM education by fostering 21st century skill sets: ! Critical Thinking Collaboration Communication Creativity WHAT Play-based after school programs for grade 1-6
- 66. Case 2 People Change Places
- 71. WHY HOW WHAT Most livable city in Bíobío region and Chile by 2035. Establishing a model for high performance urbanism in Chile. Implementation of 6 tactical revitalization programs: ! Housing Public Spaces Institutional Restoration Enhanced Mobility Economic Diversification Community Engagement
- 72. Tools
- 73. Research to Insight Strategy Management Communication by Design Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting Horizon Scanning and Foresight Stakeholder Engagement Relationship Management New Business Development RFP and Proposal Generation Costing and Scheduling Scenario Building Persona Profiling Narrative Writing Storyboarding Content Development Visual Identity Brand Asset Development Experience Design Information Architecture Wireframing and UI Design Graphic Design for Web and Print Product Design and Development Service Design Spatial Programming
- 74. Research to Insight Strategy Management Communication by Design Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting Horizon Scanning and Foresight Stakeholder Engagement Relationship Management New Business Development RFP and Proposal Generation Costing and Scheduling Scenario Building Persona Profiling Narrative Writing Storyboarding Content Development Visual Identity Brand Asset Development Experience Design Information Architecture Wireframing and UI Design Graphic Design for Web and Print Product Design and Development Service Design Spatial Programming
- 76. Semiotics refers to the science of studying signs and interpretation of their meaning by individuals or groups of people.
- 77. Verbal Linguistics and Literary Semiotics Visual Design and Gestalt Grammar of Visual Language Cultural Psychosocial Studies and Meaning Generation
- 81. Research to Insight Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics ! Brand Positioning Landscape Analysis Brand Equity Enrichment
- 82. Backcasting Realizing Realities and Implementing Strategies
- 83. Backcasting approaches the challenge of discussing the future from the opposite direction.
- 84. It starts with defining a desirable future, then working backwards to identify policies, programs, and stakeholders that will connect the future to the present.
- 86. Strategy Management Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting ! Resource Management Time Management Realistic Expectations Metrics Implantable Roadmap
- 88. Storytelling is so hot right now, right?
- 89. Storytelling is as old as mankind; and we do it everyday.
- 90. It is how we remember things, and how we turn those memories into beliefs.
- 91. Storyboarding is the art of creating a visual structure and a narrative arch for our stories.
- 92. Stories that are memorable.
- 94. PROVOKE
- 95. PROVE
- 96. EVOKE
- 99. Communication by Design Scenario Building Persona Profiling Narrative Writing Storyboarding ! Hook ‘em in 20 seconds! Clarity Strong Value Proposition
- 100. Design Strategy Design strategy is the mindset, the bias, the collective way of thinking that leads to creation and implementation of strategic organizational objectives.
- 101. Design Strategist A Multi-T-shaped design strategist analyzes complex problems and designs practical pathways and holistic business solutions to achieve those said objectives.
- 102. Design Strategy The Rise of a New Culture
- 103. Design Strategy The Rise of a New Culture
- 104. How design strategy, as a bias, can help develop, establish and maintain an organizational ‘creative culture’ that is resilient and evolves with change.
- 105. What is this ‘creative culture’?!
- 108. Although the environment and dynamic workplace are important, there is a collection of ingredients that contribute to an organization’s culture.
- 112. 4 Establish collective beliefs and values.
- 113. 5 Make it known why you do what you do.
- 114. Pixar Studios Fostering Collective Creativity
- 115. TED Airlines Misalignment of Organizational Culture and Customer Values
- 116. “‘Culture’ is one of those fuzzy terms that makes business analysts roll their eyes, but its true power lies in the fact that, unlike other competitive advantages, it is nearly impossible to copy, and that’s what makes it the real ‘secret sauce.’” ! — Rotman Magazine - Sohrab Vossoughi, 2013
- 117. Changing an organization’s culture is like changing someone’s personality! It is possible but it means a true shift in beliefs.
- 118. It entails more than establishing a new policy and making a few new hires.
- 119. How can integrating design strategy as a mindset help?
- 120. By designing roadmaps and brand experiences that are transcendent and resilient.
- 121. By designing processes that embark on engagement as a catalyst for systemic organizational change.
- 122. By designing systems of products and services that are strategically innovative and holistic.
- 123. CHA NGE
- 124. Be ready for change. Embrace change. Realize change as an evolutionary process. Deconstruct your organizational culture. Rediscover your core culture. Establish that culture as a transcendent experience. Design the conditions for systemic change. Manage the change and let it grow. Know why.
- 125. “An authentic culture, at the very soul of a business, is something competitors cannot imitate. Like soul, culture is intangible. Yet given a little inspiration, this intangible commodity can be converted into untold wealth.”
- 126. “Incredibly, the next big wave of growth will come from businesses whose leaders know how to convert low-cost intangibles like culture into high bottom-line value.” ! — Lead by Greatness - David Lapin, 2012
- 127. Design Strategy The Rise of a New Culture