10. The central problem facing
business today is change.
Tangibly embodying change –
products, services, systems,
organizations – is one of the
most important things we do.
Tangibility for clarity.
Tangibility for testing and validation.
Tangibility for communication and inspiration.
16. Design Research acknowledges
that people are not masses of
statistics and bullet points, and
forms the foundation for our
process and insights.
People are living, breathing, feeling, adaptable beings.
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations.
31. FAILURE POINTS
INSIGHT DESIGN BUILD
“the planners, strategists then the designers then development
and design researchers “design it” teams “build it”
do their thing”
32. INSIGHT DESIGN BUILD
convergence of convergence of design
insight with design with development
33. INSIGHT DESIGN BUILD
convergence of convergence of design
insight with design with development
3rd level of convergence:
prototyping, development, engineering
become a source of ideas directly
impacting the vision and the solutions.
34. design as a management philosophy:
interdisciplinary, iterative, experimental, risk-taking,
failure-tolerant, error-prone, story-telling
35. design as a management philosophy
drives transformation
37. Commonly heard from our clients…
We already tried that,
and it didn’t work. No one is asking
for that.
We already solved
that problem in the
We need something totally
upcoming version.
new and di erent from what
everyone else is doing.
We already have that
feature. You can
We don’t really know what already do that.
people actually do after
they buy our product.
38. death by staging and gating
Corporate Strategy
Set goals and
objectives for
innovation e orts
Biz Unit Strategy
Build business plan,
set operational
Product Marketing
requirements
Set screening criteria
for operational Product Management
decisions (MRD) Build a business case,
set design Product Development
requirements (PRD) Design, develop and test a Commercialization & Launch
new product or service Build a marketing plan, rollout
strategy, and launch plan
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