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Design Strategy: The Rise of a New Culture

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Information about Design Strategy: The Rise of a New Culture
Design

Published on February 25, 2014

Author: PAYAMSHALCHIAN

Source: slideshare.net

Description

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

CHA NGE

Changing Context The world we live in is changing.

Eternal 
 Student 
 Loans

Life Long Renting

Increasing Employee Turnovers

Infrastructural Challenges

Ballooning National Deficit

Energy Crisis

Environmental Disasters

Conflict 
 and War

Changing Purpose What we seek is changing.

Education Reform

Global 
 Supply Chain

CSR to CSV

High Performance Organizations

Strategic 
 Growth

Alternative Energies

Global 
 Livability 
 Index

Technological Leap

Innovation To Boldly Go.

Changing Behavior How we see and do things is changing.

Historically, there have been three kinds of jobs.

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.

But this is changing too!

We are in an era that industrial design is more and more about designing industries.

An era that design thinkers are re-imagining 
 healthcare and education systems.

An era that strategists are looking at open 
 governance and new methods of policy making.

We are in an era that its not only about 
 b-school and d-school anymore.

How did this change happen?

DISCIPLINARITY

INTERDISCIPLINARITY

MULTIDISCIPLINARITY

TRANSDISCIPLINARITY

POSSIBILITY TRANSDISCIPLINARITY TOOLS SYNTHESIS ANALYSIS ITERATION COLLABORATION ENGAGEMENT INNOVATION MULTIDISCIPLINARITY TOOLS SYNTHESIS ANALYSIS ITERATION COLLABORATION INVENTION INTERDISCIPLINARITY TOOLS DISCOVERY SYNTHESIS ANALYSIS ITERATION DISCIPLINARITY TOOLS SOLUTIONS SYNTHESIS ANALYSIS SUBJECTIVE OBJECTIVE SOLUTIONS APPROPRIATE SOLUTIONS SYSTEMATIC SOLUTIONS HOLISTIC

Things are changing, and they are changing fast.

Design Strategy The Rise of a New Culture

Design Strategy The Rise of a New Culture

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.

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

Strategy The art of planning a purpose-driven 
 roadmap that reaches your goals.

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.

A Brief History

Sun-Tzu: Art of War

Carl Von Clausewitz: On War

Normandy Invasion

Chess and the Art of Survival and Success

Purpose-Driven Leadership

Let’s do some strategy!

Henry Mintzberg’s Schools of Strategy

#survival

#success

#winning

Framework

A Purpose-driven strategy always starts with the ‘why’.

What do we do? How do we do it? Why do we do it?

What do we do? How do we do it? Why do we exist?

Process

Design Test Iterate Generate Design Strategy Research Synthesis Insight Understand Engage Communicate Connect Integrate

Case 1 PlayLab

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

Case 2 People Change Places

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

Tools

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

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

Brand Semiotics Studying the Signs

Semiotics refers to the science of studying signs and interpretation of their meaning by individuals or groups of people.

Verbal Linguistics and Literary Semiotics Visual Design and Gestalt Grammar 
 of Visual Language Cultural Psychosocial Studies and Meaning Generation

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

Backcasting Realizing Realities and Implementing Strategies

Backcasting approaches the challenge of discussing the future from the opposite direction.

It starts with defining a desirable future, then working backwards to identify policies, programs, and stakeholders that will connect the future to the present.

Strategy Management Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting ! Resource Management Time Management Realistic Expectations Metrics Implantable Roadmap

Storyboarding The Narrative Structure

Storytelling is so hot right now, right?

Storytelling is as old as mankind; and we do it everyday.

It is how we remember things, and how we turn those memories into beliefs.

Storyboarding is the art of creating a visual structure and a narrative arch for our stories.

Stories that are memorable.

PROVOKE

PROVE

EVOKE

PROVOKE PROVE EVOKE

Communication 
 by Design Scenario Building Persona Profiling Narrative Writing Storyboarding ! Hook ‘em in 20 seconds! Clarity Strong Value Proposition

Design Strategy Design strategy is the mindset, the bias, the collective way of thinking that leads to creation and implementation of strategic organizational objectives.

Design Strategist A Multi-T-shaped design strategist analyzes complex problems and designs practical pathways and holistic business solutions to achieve those said objectives.

Design Strategy The Rise of a New Culture

Design Strategy The Rise of a New Culture

How design strategy, as a bias, can help develop, establish and maintain an organizational ‘creative culture’ that is resilient and evolves with change.

What is this ‘creative culture’?!

Bean Bags and Chalkboards

Although the environment and dynamic workplace are important, there is a collection of ingredients that contribute to an organization’s culture.

1 Embrace transdisciplinarity.

2 Emphasize transparency.

3 Communicate effectively.

4 Establish collective beliefs and values.

5 Make it known why you do what you do.

Pixar 
 Studios Fostering Collective Creativity

TED 
 Airlines Misalignment of Organizational Culture and Customer Values

“‘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

Changing an organization’s culture is like changing someone’s personality! It is possible but it means a true shift in beliefs.

It entails more than establishing a new policy and making a few new hires.

How can integrating design strategy as a mindset help?

By designing roadmaps and brand experiences that are transcendent and resilient.

By designing processes that embark on engagement as a catalyst for systemic organizational change.

By designing systems of products and services that are strategically innovative and holistic.

CHA NGE

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.

“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.”

“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

Design Strategy The Rise of a New Culture

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