Human-centred design (HCD) is sweeping business because of the way it profoundly reconfigures how companies develop strategy, solve their most pressing problems and successfully compete in an era of constant change. But is there any hard evidence that HCD has a measurable impact? There is. Design Management Institute found that S&P 500 companies who use HCD outperform their competitors by 211 percent. Forrester Research found that organizations with sophisticated HCD capabilities can deliver an ROI of 85% or greater on their innovation initiatives. Join Tom Merrill, Master Facilitator at ExperiencePoint, for a 45-minute webinar to learn: The foundations of HCD and how the approach can be used across an organization to drive customer-centricity, innovation and people-led transformation The fundamental steps required to build a design-led organization, including how to sell HCD internally How innovative companies are using HCD as a competitive advantage to drive record growth and success The potential barriers to innovation and how to overcome them An approach to measure the overall impact of HCD in practice

1. OCTOBER 29, 2019
The Business Case
for Human-
Centered Design

2. Tom Merrill
Master Facilitator
experiencepoint.com

3. experiencepoint.com

4. experiencepoint.com
IDEO is a leading design company
known for its human-centered,
interdisciplinary approach.
As early leaders in the practice of design
thinking, IDEO drives change, builds
new ventures, and designs digital and
tangible experiences for business,
social, and governmental sectors
through co-creation with its clients.
experiencepoint.com

5. Not at all familiar
I’ve heard of it
I’m comfortable with the mindsets and methods of design thinking
I’ve used design thinking before
I’ve used design thinking many times and have taught others how to do so themselves
experiencepoint.com
How familiar are you with design thinking?
POLL

6. HUMAN-CENTERED DESIGN DESIGN THINKING
It is a problem solving
approach that begins with
the people you’re designing
for and ends with new
solutions that are purpose
built to suit their needs.
Design thinking is a
human-centered approach to
innovation. It draws from the
designer’s toolkit to integrate
the needs of people, the
possibilities of technology,
and the requirements for
business success.
experiencepoint.com

7. © 2019 ExperiencePoint + IDEO
FRAME
A QUESTION
GATHER
INSPIRATION
SYNTHESIZE
FOR ACTION
GENERATE
IDEAS
MAKE IDEAS
TANGIBLE
TEST
TO LEARN
Finding Opportunities Creating Solutions
experiencepoint.com
DESIGN THINKING PROCESS

8. Source: Data: Innosight analysis based on public S&P 500 data sources
AGE OF DISRUPTION
Average lifespan of an S&P 500 company

9. experiencepoint.com

10. experiencepoint.com
What types of problems can
human-centered design solve for?
Complex
problem
Human-
centered
in nature
Game
changing
solution

11. experiencepoint.com
INNOVATION SUCCESS RATE
TRADITIONAL ORGANIZATION
+76%YOUR ORGANIZATION

12. experiencepoint.com
PRINCIPLE #1: ADOPT A LEARNING MINDSET
We can’t solve problems by using
the same kind of thinking we used
when we created them.
- ALBERT EINSTEIN

13. You’ll often find that people’s declared
preferences – what they say they want –
are far different from their revealed
preferences – what they actually do.
- NIR EYAL
PRINCIPLE #2: A BIAS FOR ACTION
experiencepoint.com

14. PRINCIPLE #3: DEVELOP COMFORT WITH UNCERTAINTY
experiencepoint.com
Frame a
Question
Gather
Inspiration
Synthesize
for Action
Generate
Ideas
Make Ideas
Tangible
Test
to Learn

15. PRINCIPLE #4: LET GO OF YOUR OWN IDEAS AND SUPPORT THE IDEAS OF OTHERS
Good ideas can come from anywhere
experiencepoint.com

16. ADOPTING HUMAN-CENTERED DESIGN:
experiencepoint.com
Affords companies the
ability to react quicker to
volatile market conditions.
Increase revenue through
constant and consistent
innovation efforts.
Create products in
a shorter time.
Creates a
competitive advantage.

17. VIABILITY
What is likely to become
part of a sustainable
business model?DESIRABILITY
What makes
sense to people
and for people?
FEASIBILITY
What is functionally
possible within the
foreseeable future?
Innovation
experiencepoint.com
PATHWAY TO INNOVATION

18. experiencepoint.com
Industry leaders are turning to design thinking for five
reasons:
1. It redefines the problem.
2. It’s collaborative.
3. It solves the same old problem in a different way.
4. It puts the user first.
5. It leads to simpler solutions.
THE BUSINESS CASE FOR HUMAN-CENTERED DESIGN
Source: Modicum

19. THE IMPACT OF USING DESIGN THINKING AT IBM
experiencepoint.com
Uncovered huge time
and cost savings
Increase in
portfolio profitability
Unmistakable ROI
Streamline delivery
process and reduce risk

20. DESIGN IMPACT AT IBM
2x 33% 75% 300%
Faster
to market
Reduced
development
Increase
in ROI
Reduced
design time
Source: Forrester Total Economic Impact Study

21. Day-To-Day Work
What tasks are employees trying to complete?
What questions do they need answered?
Influences
What people,
technologies or processes
may influence how the
employee acts?
Feelings
How is the employee feeling
about their experience?
What really matters to them?
Pain Points
What pain points might
the employee be
experiencing?
Overall Goal
What is the employee’s
ultimate goal? What are
they trying to achieve?
EMPLOYEE EMPATHY
HUMAN-CENTERED HR
experiencepoint.com

22. HR EMPATHY
35% 40% 56%
experiencepoint.com
61% of employees & 76% of CEOs say:
empathy is important for
organizations to exhibit.
of employees would switch
companies, for equal pay, if
they were more empathetic.
would work longer
hours for an
empathetic employer.
would stay with a
company that empathizes
with their needs.
Source: Job Satisfaction: 2015 Edition, A study for The Conference Board by The Nielsen Company

23. Industry leading innovators excel at each of these 5 characteristics and have been able to integrate them.
PILLARS TO SUCCESSFUL INNOVATION STRATEGY
Close alignment of innovation
strategy with business strategy
Company-wide cultural
support of innovation
Leadership is closely involved
with the innovation program
Base innovation on direct
insights from end-users
Rigorous control
of project selection early
in the innovation process Ability to integrate
all these
characteristics
Source: Strategy & 2018 Global Innovation 1000 Study

24. 1. Great ideas can
come from
anywhere
2. IntraprenEARS
innovation
program
3. Act quickly, fail
fast culture
“The heart and
soul of the
company is
creativity and
innovation.”
- BOB IGER, CEO
WALT DISNEY COMPANY
CULTURE OF INNOVATION - HOW DISNEY KEEPS THE MAGIC ALIVE

25. POLL
We are all systems go!
The time is right, but there is resistance
We are hungry, but don’t know how
We have too many other priorities
Most people don’t care and don’t know how to get started
experiencepoint.com
How ready, willing and able is your organization to take on a
culture of innovation?

26. Benchmarking Innovation Impact, 2018, KPMG
Politics/Turf Wars/No Alignment
Cultural Issues
Inability to Act on Signals
Lack Budget
Lack Strategy, Vision
WHAT ARE THE BARRIERS TO INNOVATION?
55.1%
45.3%
41.6%
40.8%
35.6%
experiencepoint.com

27. 1. Companies need to make everyone the
innovators, creative thinkers and confident
problem-solvers.
2. Innovation is a skill that can be taught.
3. Make people understand where and when
innovation can happen.
4. Innovation can (and should) be measured.
OVERCOMING CULTURE AS A BARRIER
experiencepoint.com

28. POLL
The fundamentals of design thinking
Case studies in human-centered design
Difference between agile, lean and design thinking methodologies
Using human-centered design principles to change corporate culture
Other - please list in the Q&A tab
experiencepoint.com
What topics would you like to hear about at an upcoming webinar?

29. Q & A
experiencepoint.com

30. THANK YOU!
For expert insights and tools on
human-centered design, visit our blog
blog.experiencepoint.com
experiencepoint.com