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Barriers of Design in Business | Morgenbooster #86

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At this Morgenbooster Creative Director, Tore Rosbo, shared his experiences on barriers causing design and brand projects to fail, and how to succeed with great customer brand experiences.

Watch and download video and slides here: https://1508.dk/morgenbooster/barriers-of-design-in-business/

Publicado en: Diseño
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Barriers of Design in Business | Morgenbooster #86

  1. 1. Barriers between design and business 1508™ Wifi: 1508guest Guestkode: jegvilonline url’s 1508.dk slideshare.com/1508as vimeo.com/design1508 facebook.com/1508as linkedin.com/company/1508-as Hashtag: Instagram, Twitter & Facebook #1508as
  2. 2. Getting a place at the table Thank you Spotify Airbnb Uber etc
  3. 3. Everything is going nuts Looking at the old, won’t help us predicting what comes next. Participating in designing the future seems like the option left to do
  4. 4. Empathy Hypothesis Creativity Problemsolving Tangibility Prototyping Human Doing
  5. 5. THANK GOD FOR DESIGN THINKING IDEO Super Co-creation tools Simplicity in complexity Outstanding problem- solving processes Prototype Test Learn Prototype Test Learn etc Sprint Sprint Sprint Quantity over quality Ends in prototype stages Very time consuming Where’s the magic?
  6. 6. So far so good
  7. 7. We need a better way to define where we come from, where we are going and how we get there. The big compromise
  8. 8. Business Driven by sense Failure is not an option We need to know what we get Run by measurement Design Driven by sensibility Failure is an option We know nothing yet Often unmeasurable
  9. 9. 1 3 52 4 Nut to crack How to get the right start, goal and how to get there?
  10. 10. Questionary Hvad er de største udfordringer du/I møder i arbejdet med skabe innovative designløsninger? 1
  11. 11. Answer ”Tilbageholdenhed/Konservatisme fra ledelsen og den øvrige forretning, da det kan afvige meget, fra hvad de er vant til at se.” 1
  12. 12. Answer ”... pharmaindustrien er meget langsom og modvillig til at være innovative hvad angår digital og design.” 1
  13. 13. Questionary Hvad er dine/jeres største bekymringer ved at lykkedes med en succesfuld designproces? 2
  14. 14. Answer ”For mange kokke” – ofte har ledelsen også en klar holdning til design, men uden at have en faglig baggrund til at vurdere fx input. Det ender tit ud i ”jeg synes” 2
  15. 15. Answer ”Tidspres og de dele af processen der ofte overlades til andre bureauer er de trin i processen der oftest fører til fejl og miskommunikation.” 2
  16. 16. Questionary På en skala fra 1 til 10 – Hvor på skalaen vil du/I placere jeres organisation ift. graden af modighed, når der skal skabes innovative designløsninger? Uddyb meget gerne med en kommentar 3
  17. 17. Answer 7 6 9 8 N/A N/A3
  18. 18. Questionary Andet?4
  19. 19. Answer 4 Design og (digital) innovation spiller en central rolle i de fleste globale succeshistorier fra forretningsverdenen fra de sidste 10 år (Uber, Airbnb, Apple, Google, Shopify, mv.). Hvordan kan det så være, at design og digital innovation så stadigvæk er lidt prioriteret i relativt mange danske virksomheder? Eller at de bliver i små siloer blandt store virksomheder? Eksempel: XXX taler en del om innovation.. og så lancerer de rimelig træls hjemmeside? XXX.dk forsiden burde være deres flagship produkt - deres ypperste salgskanal
  20. 20. How Making sense We-create Design doing
  21. 21. Making sense: Answering the right questions and validate solutions
  22. 22. Where does it all start? The com. strategy dilemma: You need everyone to engage and keep a simple and strong message. Note
  23. 23. Creating the brief ROI Business Plan
  24. 24. Answering the brief
  25. 25. Asking why before it all begins Asking what really matters, creates a much stronger solution.
  26. 26. Example SMK pitch
  27. 27. ”How can we create a more engaging experience for families with children, that wants to plan and visit the National Gallery of Art (SMK)?” How we work
  28. 28. Mapping
  29. 29. Mapping
  30. 30. ”We believe we can create a more engaging experience, if we engage children in the planning and support their physical experience digitally.” Hypothesis
  31. 31. Sketching
  32. 32. Select
  33. 33. Prototype
  34. 34. Linktilprototype: https://tinyurl.com/SMKKiddo L I N K
  35. 35. Test
  36. 36. Tests create validation
  37. 37. Whats next?
  38. 38. We-create
  39. 39. : Creating transperancy, understanding and trust. We-create
  40. 40. No more mailing back and forward – Work on the same side
  41. 41. Make design transperant!
  42. 42. Methods, processes, creating warrooms take us far ...
  43. 43. The ”I think ...” situation
  44. 44. Everybody thinks something of anything. Problem
  45. 45. Deciders need to participate Solution
  46. 46. Example VIA University College Corporate Identity
  47. 47. Insights Ego > < VIA
  48. 48. Concept
  49. 49. Execution
  50. 50. Insigths Process Concept ExecutionDesicion making
  51. 51. Reflection ”This solution breaches with everything i have learned. But still i KNOW its the right solution.” Karen Lebeck Project Manager
  52. 52. Design doing
  53. 53. : Let design talk the talk, so we can walk the walk. Design doing
  54. 54. What the F*** is good design? Problem of talking design
  55. 55. Problem of talking design What the F*** is good design?
  56. 56. Everybody is entitled to have their own opinion. Problem of talking design
  57. 57. Design will often loose the argument
  58. 58. Designing is fast :) Details and corrections are not :( Lets go there fast. Design Doing Round 1
  59. 59. Design Doing Round 2
  60. 60. Example DDSKS pitch
  61. 61. PITCH
  62. 62. DDSKS: OPLÆG
  63. 63. DDSKS: OPLÆG
  64. 64. DDSKS: OPLÆG
  65. 65. DDSKS: OPLÆG
  66. 66. DDSKS: OPLÆG
  67. 67. DDSKS: OPLÆG
  68. 68. DDSKS: OPLÆG
  69. 69. Example DDSKS final
  70. 70. Business Needs to be braver Find out what really matters Decisionmakers all the way Design Needs to create more security Become transperant Let design do the talking The take away in short Business Design

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