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FXD 2019 Keynote: Joseph Smiley, E*TRADE

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Drive Innovation with Strategic Design, Joseph Smiley, Experience Design Team Lead, E*TRADE

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FXD 2019 Keynote: Joseph Smiley, E*TRADE

  1. 1. DRIVE INNOVATION WITH STRATEGIC DESIGN © 2018 E*TRADE Financial Corporation. All rights reserved. This presentation contains confidential information and may not be disclosed without E*TRADE Financial Corporation’s written permission. Joe Smiley October 2019 Internal Use Only
  2. 2. 2 About // Joe Smiley • Live in Fairfax,VA • 20+ years of experience designing & developing experiences for Fortune 500 companies • Lead E*TRADE’s Experience Design team • Successful entrepreneur • MBA, UVA’s Darden Graduate School of Business • B.A. Design,VirginiaTech • Design +Tech ideas on DSRUPTR.com
  3. 3. 3 DESIGN IS RARELY USED BEYOND THE CREATIVE DEPARTMENT. The Problem
  4. 4. 4 Why is Design Not Broadly Utilized Across the Enterprise? Internal Use Only Business schools are teaching the same old business methods Lack of design representation in the corporate C-suite Art careers are not encouraged as a successful career path Same old business methods used for competitive advantage Lack of knowledge of how to apply design broadly in the org Standardized tests value IQ over creativity and EQ STEM
  5. 5. 5 DESIGN STRATEGIC + AGILE + LEAN
  6. 6. 6 STRATEGIC DESIGN IS THE FUTURE OF BUSINESS BECAUSE IT PUTS DESIGN FIRST IN ALL INITIATIVES ACROSS THE ORG. STRATEGIC DESIGN Elevates design beyond a department Innovation driver throughout the org Unlocks billions in revenue potential
  7. 7. 7 Key Objectives of Strategic Design Design is the Strategy Establish a Design Culture Embrace Empathy for All Initiatives Embrace Failure & Continuous Learning Promote Servant Leaders Create an Entrepreneurial Environment Utilize Design Methodologies for All Initiatives • Design Thinking • Iterative Design • Design Sprints • Rapid Prototyping Goal: Apply these objectives to every department.
  8. 8. 8 Finance Case Studies
  9. 9. 9 Internal Use Only Launched a FinTech unit to act as a startup inside the bank to focus on innovation. “Design thinking gives everyone permission to come into the process, to participate. Come be part of the process. And then people will psychologically support what they’re part of. That was a massive transformation… ‘Creative’ isn’t a department anymore.” Unveiled a 120-person design studio to focus on improving digital experiences. This studio focuses on improving digital experiences among customers and employees, where the Chief Digital Officer sees people and internal culture as the essence of how design translates to their customers. BBVA is training 1,000 staff to spread good design practice throughout the organization. Spanish banking giant understands that the most innovative and exciting products on the market are those created at places that incorporate design in every part of the organization, not just the creative department. Finance Case Studies (Partial)
  10. 10. 10 How Do I Implement Strategic Design?
  11. 11. 11 Implementing Strategic Design 1. Treat Strategic Design Like a New Business If business leaders are going to take you seriously, you need to speak to them in their own language, and so treat the Strategic Design implementation like it’s a new business.
  12. 12. 12 Implementing Strategic Design 2. Optimize What You Influence You can’t lead others until you can lead your self/team. So focus on your area of influence by educating your team to ensure you’re prepared to lead other departments in design methodologies, and ultimately, company leadership.
  13. 13. 13 Implementing Strategic Design 3. Expansion via Collaboration Expand the influence of design and execute on your business plan by educating leaders and colleagues in other departments through on-going collaboration. Be opportunistic and say yes or volunteer for all opportunities that come your way.
  14. 14. 14 Implementing Strategic Design 4. Shoot for the Moon Once you’ve hit a tipping point and proven its value, shoot for the moon. Start engaging with anyone in the C-suite who will listen, and present your successes as a business case for deploying Strategic Design throughout the organization.
  15. 15. 15 What Success Looks Like Internal Use Only Business schools are teaching design methods Design is represented in the corporate C-suite Art careers are encouraged as a successful career path Design is utilized for strategy + competitive advantage Design is utilized broadly throughout the organization Standardized tests value creativity and EQ as much as IQ A-TEAMS
  16. 16. 16 Conclusion Strategic Design is an Extraordinary Catalyst for Innovation If today’s business leaders want to truly position their companies to innovate and lead their markets, they need to quickly learn how to embed design into the very fabric of an organization's culture, strategy, and operations.
  17. 17. 17 Thank You!

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