Design Strategy Role
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Usually when I talk about design and strategy, I’m talking to business people who know something about strategy and very little about design. But if designers want a seat at the table, we need to educate ourselves about business strategy. In this talk I gave at a NELAUX event, I share the basics of competitive strategy with a room full of designers.
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Design Strategy Role
- 1. Design as Strategy DESIGN AS STRATEGY TWEET @SKOTCARRUTH
- 2. What is the role of design in your organization? TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 3. What MBAs think designers do: TWEET @SKOTCARRUTH Organize requirements into screens Make stuff look good Requirements gathering Field research Face to face interviewing Creation and administering of tests Gathering, organizing, and presenting statistics Documentation of personas and findings Brainstorm coordination Information Architecture Taxonomy creation UI Copywriting Interaction design Spec writing Prototyping Interface layout Interface design Visual design Graphic design Usability Presentation and speaking Working tightly with programmers Company culture evangelism Communication to stakeholders DESIGN AS STRATEGY
- 4. What designers think designers do: TWEET @SKOTCARRUTH Organize requirements into screens Make stuff look good Requirements gathering Field research Face to face interviewing Creation and administering of tests Gathering, organizing, and presenting statistics Documentation of personas and findings Brainstorm coordination Information Architecture Taxonomy creation UI Copywriting Interaction design Spec writing Prototyping Interface layout Interface design Visual design Graphic design Usability Presentation and speaking Working tightly with programmers Company culture evangelism Communication to stakeholders DESIGN AS STRATEGY
- 5. What is the role of strategy in your organization? TWEET @SKOTCARRUTHDESIGN AS STRATEGY POLL:
- 6. Wait, what is strategy? TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 7. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
- 8. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
- 9. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Strengths Weaknesses Opportunities Threats S W O T
- 10. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Threat of new entrants Threat of substitute products or services Bargaining power of suppliers Bargaining power of buyers Competitor rivalry
- 11. TWEET @SKOTCARRUTHDESIGN AS STRATEGY High Low High Low ?
- 12. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Poor Good Outstanding High Mid Low
- 13. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
- 14. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Unique and valuable market position
- 15. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
- 16. TWEET @SKOTCARRUTHDESIGN AS STRATEGY 1. Tradeoffs 2. Alignment
- 17. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State
- 18. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State Time
- 19. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State Time
- 20. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 21. Richard Foster Yale School of Management 75% of the S&P 500 will be replaced by 2027. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 22. John Chambers Former Cisco CEO 40% of businesses… will not exist in a meaningful way in 10 years. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 23. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 24. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 25. TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 26. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Present State Future State Time
- 27. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Knowledge Funnel Mystery Heuristic Algorithm
- 28. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Chaotic Complex Obvious Complicated Emergent Practice Probe - Sense - Respond Novel Practice Act - Sense - Respond Good Practice Sense - Analyze - Respond Best Practice Sense - Categorize - Respond
- 29. Design does two things better than strategy: TWEET @SKOTCARRUTHDESIGN AS STRATEGY 1. Discover 2. Handle ambiguity
- 30. How do we elevate design? TWEET @SKOTCARRUTHDESIGN AS STRATEGY
- 31. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Speak the language 1
- 32. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Align design artifacts with strategic frameworks 2
- 33. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Champion the unknown 3
- 34. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Practice “Capital D” Design 4
- 35. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Plan Design Develop TestRelease Feedback Agile
- 36. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Plan Design Develop TestRelease Feedback Agile
- 37. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Plan Design Develop TestRelease Feedback Agile Design Thinking Empathize Define Ideate Test
- 38. Design can be applied to anything… PUTTING DESIGN TO WORK TWEET @SKOTCARRUTH • Marketing Communications • Products and Services • Business Process / Platforms • Organizational Structures
- 39. …at any level of fidelity… PUTTING DESIGN TO WORK TWEET @SKOTCARRUTH • Conceptual • Prototype • MVP • Single Feature • Microinteraction
- 40. …at any time scale. PUTTING DESIGN TO WORK TWEET @SKOTCARRUTH • The current operation • The next thing we’re building • Things on the long-term strategic roadmap • Things we haven’t even thought about yet
- 41. TWEET @SKOTCARRUTHDESIGN AS STRATEGY Thank You! Email me: skot@philosophie.is