Project Design Operational Strategy Harnessing the Value of Design Hilary Howes Creative Director, Mid-Atlantic Region 1 Thursday, August 20, 2009
Harnessing the Value of Design
Oct 21, 2014
In the 21st century design is the key for the most successful businesses. Here is a brief idea of how ti implement it in your organization.
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Project Design Operational StrategyHarnessing the Value of Design
Hilary HowesCreative Director, Mid-Atlantic Region
1Thursday, August 20, 2009
What is the value of Design?
Design deliverables create experiences that are meaningful, enjoyable, and usable- Help sell products and services
Design methodology a problem-solving framework that leverages empathy, observation, and rapid iteration- help companies stay relevant and in tune with customer needs
Design principlesThey simplify the world around us and make it understandable.- aid decision-making and organizational efficiency.
Production vs. Strategic Design
2Thursday, August 20, 2009
?
FRAMING
DESIGN AS
PROBLEMSOLVING
FUNCTION AND FORM
STYLE
NO CONSCIOUSDESIGN
A ROUGH DESIGN MATURITY CONTINUUM
+
!!!!!
Design redefines the challenges facing the organization.
Framing sets the agenda, outlines the boundaries and axes of interest, and moves design from executing strategy to shaping strategy. Disruptive innovation lives here.
Design finds new opportunities by solving existing problems.
Design process generates alternatives within a problem space. Design also narrows down those options to a specific solution.
Design makes things work better.
This is the classic practice of design - but it's still commonly limited to incremental improvements through iteration over existing solutions.
Design is the gateway to be hip and cool.
Design is stylish, but too often is percieved and practiced as a cosmetic afterthought.
Design value isn't recognized.
This attitude fosters design by default - however things come out is fine, because there are more important issues to deal with.?
www.bplusd.org
© 2005, Jess McMullin
bplusd
BUSINESS+DESIGN
3Thursday, August 20, 2009
Business Week 50 Most Innovative Companies for 2009
Design-lead business stocks outperform key market index by 200% over a decade.
Design Council UK 2007
4Thursday, August 20, 2009
NIKE
“Nike is driving global growth through a sharper consumer focus across six core categories.”
"Design innovation in our products and brand experiences is core to Nike and essential in realizing our full growth potential,"
Mark Parker, Nike CEO
5Thursday, August 20, 2009
Create a physical manifestation of a business strategy
6Thursday, August 20, 2009
Selling Design
Differentiate clearly between production work and strategic design work
Develop and use the strategic design brief.
Stay clear of the subjective in favor of the objective
Don’t talk too much about aesthetics
Help the organization meet its objectives
- thru Design
7Thursday, August 20, 2009
What is the Design Brief?
A Project Plan
A Creative Contract
A Road Map
An Inspiration Document
An outline for approval of the design
A strategic Design Plan
8Thursday, August 20, 2009
The Perfect Design brief is:
Co-owned by the business & creative partners
One represents the business need for a design
aka (client)
One represents the design functions
aka (Creative)
May also include an Account Rep or
Sales Manager
9Thursday, August 20, 2009
The Design Brief
This document provides a brief description of the project.
It outlines the objectives, audience, and assumptions
Details the creative concept the team intends to use.
Should accompany the design through the process.
Developed by client or creative or both together.
10Thursday, August 20, 2009
Steps
Co-owners describe objectives
Solicit input from all stakeholders
Meet with key stakeholders
11Thursday, August 20, 2009
Co-owners draft the brief
Concept- description
Target Audience Review
Assumptions and background research
12Thursday, August 20, 2009
Final Approval
Use the brief as an outline
Co-owners should make presentation together
Avoid subjective discussionsyou are an esthetic professional
13Thursday, August 20, 2009
Collaboration willTake time to build trust
Result in much less
reworking on designs
Produce greater client buy in
and approval
Save time in design
execution
Create synergistically original
solutions14Thursday, August 20, 2009
Discuss
15Thursday, August 20, 2009
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