RGD Ontario Webinar: Strategy In Design: How To Create Meaningful & Successful Designs
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The document discusses design strategy in the context of business innovation, outlining key concepts such as the importance of understanding client needs, creating meaningful designs, and measuring design success against business goals. It emphasizes the balance between form and function, the role of teamwork, and the integration of external resources in the design process. Finally, it poses critical questions designers should consider to ensure their work aligns with both client expectations and industry standards.
![QUESTION 5: WHAT IS DESIGN EXCELLENCE VERSUS GOOD DESIGN? EMAIL ME: [email_address] TWEET: MELLIMBACE](https://image.slidesharecdn.com/rgdmldstrategy4-110705155600-phpapp01/85/RGD-Ontario-Webinar-Strategy-In-Design-How-To-Create-Meaningful-Successful-Designs-17-320.jpg)
RGD Ontario Webinar: Strategy In Design: How To Create Meaningful & Successful Designs
- 1. July 5, 2011. 12 EST by Mel Lim President and Founder of Mel Lim Design LLC & JOY by Mel Lim STRATEGY IN DESIGN// HOW TO CREATE MEANINGFUL & SUCCESSFUL DESIGNS
- 2. RETAIL LICENSING / COLLABORATION PROTOTYPES SUSTAINABILITY DESIGN SERVICES BUSINESS INNOVATION PUBLISHING VENTURE PARTNERSHIPS WHO ARE WE?
- 3. QUESTION 1: WHO ARE YOU? A. CONSULTANT B. IN-HOUSE DESIGNER C. BRAND/ MARKETING MANAGER D. CEO/ BUSINESS OWNER E. EDUCATOR
- 4. WHAT IS DESIGN STRATEGY ? ECONOMICAL ENDURANCE EASIER SAFER TEAMWORK CULTURE BUILDING SWIFT & BOLD EXTRAVAGANT IT’S GAME PLAY.
- 5. QUESTION 2 : GET THE ELIXIR! WOULD YOU CHOOSE... A. THE ROPE? B. THE LADDER? C. TRIBE MEMBERS? D. DYNAMITE?
- 6. THINKING OUTSIDE THE BOX BUT WITHIN A FRAMEWORK. THE END IS JUST THE BEGINNING. LAUNCH REALIGNMENT EXPANSION PEOPLE PRODUCT MARKETING VENUE
- 7. STRATEGIES VS. STRATEGIES BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN “ We want you to redesign our website.” “ Why?” CLIENT DESIGNER WHAT KIND OF BUSINESS PROBLEMS AM I SOLVING? OUR SALES HAVE DROPPED BY 15%.
- 8. STRATEGIES VS. STRATEGIES BUSINESS STRATEGIES: MARKETING, SALES, BRANDING + DESIGN “ We want you to redesign our website.” CLIENT OUR SALES HAVE DROPPED BY 15%. DESIGNER POSSIBLE SOLUTIONS? - IMPROVING PRODUCT SELECTION? - IMPROVING CUSTOMER SERVICE? - CONSIDER SEARCH ENGINE ADS? - EBLAST, NEWSLETTERS & COUPONS? EXTERNAL PARTNERSHIPS SUCH GROUPON, BLOGS, GIVEAWAYS? IS THIS A DESIGN SOLUTION OR MARKETING/SALES SOLUTION? BUSINESS PROBLEMS? MARKETING STRATEGY SALES STRATEGY BRAND STRATEGY DESIGN STRATEGY
- 9. QUESTION 3: WHAT IS THE MOST COMMON OBJECTIVE IN YOUR DESIGN PROJECT? A. TO CREATE A BETTER PRODUCT/ SERVICE B. TO IMPROVE CUSTOMER EXPERIENCE/ SERVICE C. TO INCREASE BRAND AWARENESS D. OTHERS
- 10. ASK PERTINENT QUESTIONS PER TOUCH POINT. MONEY TIME PEOPLE SOCIAL + CULTURAL TECHNOLOGY ENVIRONMENTAL // Scope of work // Expectations // Deliverables // Timeframe // Align with strategies // Do it right the first time // Internal team members // External team members // Expertise and skills // Research // User experience // Human factors // Technology to relate // Technology to innovate // Technology to inspire // Environmental impacts // Sustainability // Alternative methods // Business goals and strategies // Why are we designing this product/collateral in the first place? // What are you proposing to change in your industry? HOW TO SET A HOLISTIC FRAMEWORK ?
- 11. IT’S ABOUT THE DESIGN PROCESS + CLIENT MANAGEMENT HOW TO KEEP YOUR DESIGN RELEVANT TO YOUR CLIENT’S GOALS? // WHAT IS YOUR DESIGN PROCESS? // WHAT THE CLIENT WANTS VS. WHAT THEY NEED? // CLIENT’S EXPECTATIONS VS. NEW IDEAS // CLIENT MANAGEMENT + METHODOLOGIES I WANT TO BE LIKE APPLE! (SO DOES EVERYONE ELSE) DESIGN BRIEF BRAINSTORM/ IDEATE FEEDBACK PROTOTYPE REFINING FEEDBACK FEEDBACK DELIVERABLES
- 12. QUESTION 4: DO YOU USE SOCIAL MEDIA AS A MARKETING TOOL? IF ONLY 7% OF AMERICANS USE TWITTER AND ONLY 21% OF IT’S USERS ARE ACTIVE, HOW RELIABLE IS THE DATA? Based on figures obtained from Arbitron-Edison Research in 2010.
- 13. AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIAL HOW TO INTEGRATE OUTSIDE RESOURCES? PEOPLE TECHNOLOGY // To embrace or reject // How and when to use // In what context // Growth + sustainability // Building your team // Work with teammates outside of your skills set // Hire or work with people smarter than you // Your client IS your team member
- 14. AGILITY, OPENNESS, EXPERIMENTAL + EXPERIENTIAL HOW TO INTEGRATE OUTSIDE RESOURCES? “ This blogging thing sucks.” CLIENT WE ARE NOT GAINING ANY TRACTION. “ We can’t use blue. Our fans hate it.” CLIENT OUT OF 500 FANS, 10 OF THEM HATE BLUE. SCENARIO #1 SCENARIO #2 IT’S A PEOPLE PROBLEM. IT’S A DATA/ TECHNOLOGY PROBLEM.
- 15. ONE IS RATIONAL AND ONE IS SUBJECTIVE BUT BOTH EQUALLY IMPORTANT. WHAT IS MEANINGFUL & SUCCESSFUL VS. BEAUTIFUL & COOL? MEANINGFUL & SUCCESSFUL BEAUTIFUL & COOL // What is the user experience? // Did the design improve the human experience? Or change it’s industry? // What is the social and cultural impact? // Did it set a new benchmark? // Is it design award worthy? // So what if the design IS beautiful. It’s supposed to be! // Did the design change the way you see or use the product/ service? // Did it set a new benchmark? // Is it design award worthy? FORM VERSUS FUNCTION VERSUS FORM
- 16. EVALUATE INTERNAL AND EXTERNAL GOALS. HOW TO SETUP A METRIC TO MEASURE “DESIGN” SUCCESS? BUSINESS GOALS DESIGN GOALS // Did the design project achieve client’s end goal? // What were the numbers pre-design and post-design? // Did the design help your client gain new opportunities? // Did your team push for excellence? // Did your team design something new and refreshing that is noteworthy? // Did you explore new methods and processes that were innovative for your client?
- 17. QUESTION 5: WHAT IS DESIGN EXCELLENCE VERSUS GOOD DESIGN? EMAIL ME: [email_address] TWEET: MELLIMBACE
- 18. Designing For Growth by Jeanne Liedtka & Tim Ogilvie A Fine Line by Harmut Esslinger Design Driven Innovation by Roberto Verganti The Design of Business: Why Design Thinking Is The Next Competitive Advantage by Roger Martin Rule of Thumb by Alan Webber Sketching User Experiences by Bill Buxton UK Design Council THANK YOU email: mel@mellim.com design: www.mellim.com products: www.joybymellim.com twitter: mellimbace blog: mellim.com/bace REFERENCES