Design Driven Products
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The document outlines the principles and benefits of being a design-driven company, emphasizing a user-centered approach to product development. It highlights eight tenets that guide organizations to better understand user needs, improve team cohesion, and increase innovation and engagement. Additionally, it discusses real-world examples of companies like Coinbase and Heinz that have successfully implemented design-driven strategies to enhance their products and market presence.
Design Driven Products
- 5. Design Driven: A company that approaches all aspects of business as a design challenge. Each challenge is approached systematically and holistically with the needs of the end-user in mind.
- 6. 8. EMPOWEREXPERIMENTATIONANDCURIOSITY. 7. LEARNTODIVERGEFIRSTTHENCONVERGE. 6. UNDERSTANDHOWTOCRITIQUERATHERTHANBECRITICAL. 5. SPREADIDEASTHROUGHCLEAR&PURPOSEFULUSERSTORIES. 4. AUTOMATEINTERNALCOLLABORATION. 3. APPROACHHOLISTICALLYBUTACTQUICKLY. 2. PROVIDEGUARDRAILSWITHDESIGNPRINCIPLES 1. UNDERSTANDNOTJUSTWHATYOURUSERNEEDSBUTWHY. 8 TENETS TO BECOMING A DESIGN DRIVEN COMPANY
- 9. 75 $ BILLION PER YEAR! Estimated cost of re-work and improving faulty digital experiences:! LINKEDIN Abandoned IT projects cost us all-UX can save the day! Highly Design Centric! Design Centric! Somewhat Design Committed ! Less Design Committed ! Design Culture Scale! THENUMBERSDON'TLIE The more you commit and invest in design and understanding your user’s behaviors the bigger your returns. ! BUT WHY?
- 10. • More Open Organizations • Quicker Exploration • Increased Innovation • User-influenced Strategic Planning • Better Workflows & Improved Processes • Faster Development • Increased Product Success BECOMINGADESIGNDRIVENCOMPANY HASWIDER-RANGINGBENEFITS BUT WHY?
- 15. IT’SNEVERTOO LATETOSTART. Waiting 43 years, Heinz finally redesigned their difficult packets. Heinz started selling the new design in grocery stores.! Spotify pushes design updates every day. (mandated!) THE GOOD NEWS IS
- 17. DISCOVER CONCEPT BUILD EVALUATE DEPLOY Design Research, Competitive Analysis, Market Definition, User Needs, Journey Maps, Design Workshops, Consensus Building DESIGNDRIVENPRODUCTDEVELOPMENT
- 18. FOUNDATION Storyboards, User Flows, Rapid Physical/Digital Prototyping, Participatory Design, Concept Value Testing, User-Centered Feature Prioritization DESIGNDRIVENPRODUCTDEVELOPMENT CONCEPT BUILD EVALUATE DEPLOY
- 19. Information Architecture, Content Strategy, Design Language, Interactive Prototypes, RITE Studies, Design Library/System, Motion Studies DESIGNDRIVENPRODUCTDEVELOPMENT FOUNDATION CONCEPT BUILD EVALUATE DEPLOY
- 20. Performance and Usability Testing, Research Analytics, Design Iterations, Communication Strategy DESIGNDRIVENPRODUCTDEVELOPMENT FOUNDATION CONCEPT BUILD EVALUATE DEPLOY
- 21. Marketing Content, Voice of the Customer, Benchmarking, Customer Success Metrics DESIGNDRIVENPRODUCTDEVELOPMENT FOUNDATION CONCEPT BUILD EVALUATE DEPLOY
- 24. New Feature Ideas, New Prioritization, Key Insights DISCOVERY PHASE CONTEXTUALOBSERVATIONANDCONCEPTFEEDBACK
- 25. New Feature Ideas, New Prioritization, Key Insights BUILDINGCONCEPTSBYLEARNINGFROMTHEUSERS
- 28. Nurses and Pharmacists were significantly under utilizing the BD equipment and wasting money and meds.! HOWDOWEGET HIGHERENGAGEMENT WITHOURPRODUCTS“! “! ORIGINAL
- 29. New Feature Ideas, New Prioritization, Key Insights BUILDINGCONCEPTSBYLEARNINGFROMTHEUSERS
- 30. BASEDONTHEFEEDBACK, WEDESIGNEDAND LAUNCHEDANALPHA CUSTOMERPRODUCT. 85,000USERSIGN-UPS IN THE FIRST 5 DAYS!
- 32. INITIALCHALLENGES -Little Prototyping “What needs to be in this” -No User Journeys -Clear Product Roadmap -Wanted to Modernize UI “We don’t know if our customers will find this useful"!
- 33. Team Workshops, Whiteboard Sessions, User Flow Charts, Mock Up Creation, Rapid Prototyping OUR PROCESS 6WEEKS,3SPRINTS
- 34. VOICEOFCUSTOMER
- 35. THERESULTS
- 36. “As a SaaS startup, Griddable.io’s intuitive user experience is one of our most important differentiators versus legacy players. The Konrad + King customer-centered concept testing and design approach rapidly helped us turn a great technology into a product concept that our users immediately love.” ! Robin Purohit CEO at Griddable.io
- 37. The Before
- 38. HERE’SHOWWEWORK.
- 39. Engagement Model 1 1 // One Week at a Time We work one week at a time. You decide whether to continue to the next week. 2 // Weekly Standup We have a Monday standup meeting with the Core Team to decide upon objectives, alignment and coordination, activities and deliverables. We have a Friday Standup meeting with the Core Team to present and discuss final deliverables. The decision to continue work to the next week is made in the Friday Standup. 3 // What We Need You will provide a single point of contact. You will make available the appropriate people, resources, materials, technologies as desired. You will maintain the alignment of roles and responsibilities between companies. PLUG&PLAY
- 40. Engagement Model 2 1 // Three to Six Months Full end to end engagement. Great for a large new projects. 2 // We Join You Our teams are fully committed you have a Senior Designer, Project Lead, any specialist (front end, animation, research if needed) and then a back up team. 3 // What We Need You will provide a single point of contact. You will make available the appropriate people, resources, materials, technologies as desired. You will maintain the alignment of roles and responsibilities between companies. PARTNERSHIP
- 41. Let’sTalk. Bennett King Managing Partner ben@konradking.com konradking.com 858.454.1719 3426 Adams Ave. San Diego, CA 92116