Iran Narges talk The Case For Beauty at From Business to Buttons 2015

1. JAG ÄR SUPERGLAD ÖVER
ATT VARA HÄR!

2. IRAN NARGES
@inarges

3. I WORK HERE…

4. THE LAWYERS WILL COME FOR ME!

5. WHY “BEAUTY”?

6. BEAUTY
=
SENSORY PLEASURE
+
MEANING

7. DESIGN
=
BEAUTY
+
USEFULNESS

8. “Form and function should be one,
joined in a spiritual union”
—FRANK LLOYD WRIGHT

13. THE BUSINESS ZEITGEIST:
DESIGN-LED INNOVATION &
CUSTOMER EXPERIENCE

14. Jeneanne Rae, Design Can Drive Exceptional Returns for Shareholders
Apple
Coca Cola
Ford
Herman-Miller
IBM
Intuit
Nike
Procter & Gamble
Rubbermaid
Starbucks
Starwood
Steelcase
Target
Walt Disney
Whirlpool
+228%
THE “D INDEX”

16. BUSINESS IS NOW ASKING
DESIGN TO HELP CREATE
EXPERIENCES THAT WILL
CONNECT WITH PEOPLE’S
NEEDS AND EMOTIONS

17. EXPERIENCE IS
PERSONAL, SUBJECTIVE –
AND SENSORY.

18. BEAUTY
=
SENSORY PLEASURE
+
MEANING

19. EVERYTHING WE PERCEIVE & EXPERIENCE
PASSES THROUGH OUR PHYSICAL SENSES

20. THE PERCEPTION
OF BEAUTY HAPPENS
IN AN INSTANT

21. AS LITTLE AS
50 MILLISECONDS
(1/20TH OF A SECOND)
Source: Visual Decision Making
Patrick Lynch, June 23, 2009

22. CONSCIOUS
AWARENESS
REFLECTIVE
BEHAVIORAL
VISCERAL
SENSORYSYSTEMS
MOTORSYSTEMS
3 LEVELS OF PROCESSING
SOME BRAIN SCIENCE
Adapted from Donald Norman, Emotional Design, 2004

23. Think Feel
ABSTRACTION

24. ThinkFeel
LIVED EXPERIENCE

25. Function Form
ABSTRACTION

26. FunctionForm
LIVED EXPERIENCE

27. ALL EXPERIENCES HAPPEN
INSIDE AN EMBODIED HUMAN
PERSON. DESIGNING FOR
HUMANS MEANS DESIGNING
FOR THE SENSES.

28. BETTER EXPERIENCES WILL
BE MORE BEAUTIFUL
EXPERIENCES. WHO WILL
MAKE THEM?

29. h/t UK Design Council
Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER
THE END-TO-END DESIGN PROCESS
REQUIRES MANY SKILLS

30. h/t UK Design Council
Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER
Experience
FOR BEST RESULTS, COLLABORATE
ACROSS DISCIPLINES

31. THE WHOLE CUP,
NOT JUST THE GLAZE

32. TO DESIGN FOR HUMANS,
WE MUST DESIGN AS
HUMANS

33. TO DESIGN FOR
EXPERIENCES, WE HAVE TO
EMBRACE SUBJECTIVITY

35. QUESTIONS?