Design strategy crash course

A Design Strategy
Crash Course

Why did Ryanair design a
homepage like this?
A Design Strategy Crash Course Martin Sjöman, Review Design 2010/2013

It tells us Ryanair is

cheap
…and an air-flight ticket is a quick
everyday purchase


Message to Design cue:
express: Use selected
I’m cheap! style-elements
from budget
shops and flash-
prices


There is no such thing as ”good”
design. Only right or wrong design,
for any given sender and audience.

Design is an identity creation process,
and you’ll need a good understanding of
who you are, and where you want to go
before you start designing stuff.


But hey, why don’t the
planes look the same?

…we’re still
serious about
flying


express: Use the style of
New and very trusted business
secure planes airlines, only
run by a slightly bolder
serious flight
operator


What does this car’s design
communicate?

Speed
(…and I’m a cool guy in my
suburban tribe)


express: Over-dimensioned
I’m fast! back spoiler

(Unintended message:) Over-dimensioned back spoiler
I’m a teenager on an otherwise sloppily
designed car.


Why did Porsche’s designers color
the brakes red?

(Oh, I get it - they must be special brakes.)

Porsche is
serious about
speed

Great design is firmly rooted in the
heart and soul of your business.

Do your products, services, your
software GUIs and on-line appearance
communicate your vision?


What are designers
really good at?

Understanding the users’

experience of products and services


users’
customers’
Understanding the
peoples’
experience of products and services


users’
customers’
Understanding the
peoples’
full experience of products and services


users’
customers’
Understanding the
peoples’
full experience of products and services,
companies and brands


A designer’s core competence lies in the
ability to view things from the
customer’s or user’s perspective.

Designers are trained to understand and
create experiences.


How design creates value has changed over time.

Beauty
User and Experience Realization of self Co-creating
(aesthetics)
usability (what you feel) (who you are) meaning and
and recognition
(what it does) relations (Why)
(what it is)

1950 1970 1990 2000 2010


Design can be used to
position or differentiate
your offer


Design can be carefully
managed to make a
companys offer appear
coherent, and make it
easy to like and buy


Design can be used to
convey a message
and create the right
associations in
people’s minds


Experiences, identity, and relevance.

It’s all about perceived value.


180W nominal
vacuuming Value
effect


180W nominal
vacuuming Value
effect

Perceived as Perceived
powerful value


New laptop
bag

Need Value


Show friends.
Be an important
person at work.

Perceived
Need
value
Implicit wishes Added value:
and desires meaning, status,
emotions, etc.


Oh!
This bag is so
much ”me”!

Perceived
Need
value
Implicit wishes Added value:
and desires meaning, status,
emotions, etc.
Non-quantifiable Non-quantifiable
needs customer value


Basic need

(Listen to music
on the go)


Basic need Added value

(My choice of
earphones says
something about me)


Basic need Added value

(A smooth, intelligent,
and very human
experience)


Strategic planning
of design work

Design strategy perhaps isn’t a very good word.
People have different views of what it means.


A strategy defines a goal, and a long term
plan how to get there.

Why should a design strategy be any different?

There are many design
disciplines.

Design strategy is the
planning needed to use
them all effectively. Graphic
Design

Design strategy Design

Interaction Product
Design Design

Web Design Service Design

…and since all design disciplines create
brand experiences, they should all be
guided by the same overall strategy.

Brand image = People’s associations and
experiences connected to a brand


”The thinnest
laptop ever!”
(1,94 cm, the second thinnest laptop at the
time was 2,14 cm)

Why did so many people say ”wow” ?

No visible parting
lines

No compromise

Distinct edges
No DVD-tray

Large, non-circular radiuses

Because it feels really thin and light

Because no compromise was allowed
when Apple wanted to give its
customers this experience.

This company is clearly on a
mission (to improve peoples
experiences of using technology)

People seem to like that.

Advertising’s view on brand building?

Company

”Telling people what we sell.”


My view on brand building:

Company

”How people experience our offer will tell
them who we are and if they like us.”


”It’s not what you say, it’s what you do”

What you offer your customers is ”what you do”,
and in effect, that’s who you are, in their eyes.


From now on: let’s plan
design more carefully

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Design strategy crash course

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