This document discusses implementing strategic design across an organization. It begins by noting that design is rarely used beyond creative departments. The presenter then outlines the benefits of strategic design, which puts design first in all initiatives. Key objectives of strategic design are discussed, such as establishing a design culture and embracing failure. Finance case studies show how other companies have launched design studios and trained staff. The document concludes by providing steps to implement strategic design, such as treating it like a new business and expanding via collaboration.

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

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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

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DESIGN IS RARELY USED BEYOND THE
CREATIVE DEPARTMENT.
The Problem

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
DESIGN
STRATEGIC
+ AGILE + LEAN

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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

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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
Finance Case Studies

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)

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How Do I
Implement
Strategic
Design?

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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.

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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.

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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.

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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.

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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

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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.

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Thank You!