Transcript
No ROI: no Design 5 Keys to be part of the decision making process
Sol Mesz
IxDA Munich March 7 2016, Phoenix Design ixdamunich.de
DESIGN IS IMPORTANT
Without design there is no business
“design is a highly influential force that, when effectively integrated with strategy, marketing, and so forth, can help the company stay out in front of its competitors (…) and commanding handsome price premiums. ”
Jeanne Rae, Harvard Business Review https://hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
Companies that recognize the strategic value of design grow faster and enjoy higher margins
Apple, Coca-Cola, Ford, Herman-
Miller, IBM, Intuit, Rubbermaid,
Procter & Gamble, Starbucks, Starwood,
Steelcase, Target, Walt Disney,
Whirlpool, Nike.
Without Design there’s no Business.
But without Business there’s no Design.
Design is king, but Business is queen and runs the household
Based on the phrase “Content is king, but marketing is queen and runs the household” by Gary Vaynerchuk
But if Design is important, why
is it not sitting at the table?
Training
Lack of interest in the business
Design has no formal processes(IT has methodologies,business has processes)
Don’t know how to measure design
Lack of awareness about value of design
Des
ign
Industry
5 Keys to be part of the decision-making process
Empathize with the business and speak their language1
Design and technology are responsible for technical performance. The Business for the performance of the whole. This is why we focus on results.
If you write great code or make great design and the product fails, it's depressing.
If you are a Product Manager and the product fails, you're fired.
Christina Wodtke
For the Business…
Jared Spool http://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up
For the Business…
Jared Spool http://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up
For the Business…
Jared Spool http://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up
For the Business…
Jared Spool http://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up
For the Business…
Jared Spool http://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up
If you want to talk about…
personas, user testing, user experience, wireframes.
Bus
ines
s D
esig
n
Then you need to start talking about…
business goals, product strategy, KPIs.
Take an interest in the Business2 • It is what the team needs
• It is what employers are looking for
• It is good for you
We are all trying to solve the same problem.
And all the parts are important.
It is what the team needs
Christina Wodtke http://eleganthack.com/why-design-needs-entrepreneurship-and-entrepreneurship-needs-design/
“We complain business people don’t understand design, then turn around and commit the same sin”
http://aquent.com/blog/designers-must-attend-to-business
“Designers seem to lack an adequate appreciation for the business context within which they design”
"My biggest challenge, is finding designers who are comfortable at the intersection of business and design"
“Sometimes seems that designers view business considerations more as constraints than as the purpose of their efforts”
“Designers struggle most with the idea of designing a product to meet a set of business needs”
It is what employers are looking for
It is good for you. It is a career choice.
Jared Spool, It’s a great time to be a UX Designer. An Event Apart, Austin 2013http://aneventapart.com/news/post/its-a-great-time-to-be-a-ux-designer-by-jared-spool-an-event-apart-video
Specialist Has more knowledge in one area than others
Generalist Has an equal amount of knowledge in several areas
Compartmentalist Has experience in only one area
Broad
Specific
Product Manager
Limits your career choices
Jared Spool, It’s a great time to be a UX Designer. An Event Apart, Austin 2013 http://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up
Teach the Business about Design3
A little dirty secret: the Business doesn’t know much about Design
Design involvement
Busi
ness
kno
wle
dge
abou
t Des
ign
Inconscious incompetence
Conscious incompetence
Conscious competency
Inconscious competency
Aha-moment
Learning and change
Habit We make informed decisions without
realising
We start incorporating design
requirements
We know we don’t know. We realise the value, start to learn, ask
questions incorporating design requirements
We don’t know we don’t know. That’s why we don’t value, dismiss or ignore
• Include the business in the design process. The earlier the better
• Share your methodology (wireframes, card sorting, personas)
• Design co-creation sessions • Invite us to user testing
Design is the rendering of intent
Jared Spool A functional spec is design
Defining KPIs is design
A product strategy is design
Design is also the process we undertake to solve a
problemMike Monteiro
A feature is design
Design is not just execution. It is also decision making.
Define goals and KPIs for your design4
Goal: make product search easy KPI: increase product page views, increase sales
Goal: sell excess stock KPI: increase page views and sales of specific products
Goal: increase sales KPI: through the “quick shop button”
Goal: improve access to most most requested services
KPI: increase page views of service pages, reduce calls into call center
Goals: improve the search flow and the quality of the information to reduce cost of customer care.
KPI: reduce calls to call center, reduce help page views per person
Present design in business terms5
LogoColor
paletteGrid
While doing user research we learnt that many users encounter problems when booking flights online.
We researched your competition and saw that most use very little space for ticket purchasing.
So we decided to use most of the real estate on the page for the ticket purchase flow, which is what brings most of the income to the business.
Mike Monteiro, Keynote Interaction15 https://vimeo.com/121082134, starting minute 34:40”
• Sell the benefits of your design
• Show how your design is aligned with business goals
• Show the results of your design
Laura KleinAutora de “UX for Lean Startups”
http://www.greatnorthelectric.com/blog/2014/6/5/measuring-innovation
When businesses see the tangible results of product development and design efforts, they invest further in these efforts
1. Empathize with the business and their needs
2. Take an interest in the business
3. Teach the business about design
4. Define goals and KPIs for your design
5. Present design in business terms
Keys:
Danke : )
Sol Mesz Email: yo@solmesz.com LinkedIn, Slideshare: solmesz Medium: @solmesz
top related