No ROI: no design

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

http://www.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

http://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up

For the Business…



For the Business…



For the Business…



For the Business…



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: [email protected] LinkedIn, Slideshare: solmesz Medium: @solmesz