Design Strategy: The Rise of a New Culture

1. Design Strategy The Rise of a New Culture

2. CHA NGE

3. Changing Context The world we live in is changing.

4. Eternal   Student   Loans

5. Life Long Renting

6. Increasing Employee Turnovers

7. Infrastructural Challenges

8. Ballooning National Deﬁcit

9. Energy Crisis

10. Environmental Disasters

11. Conﬂict   and War

12. Changing Purpose What we seek is changing.

13. Education Reform

14. Global   Supply Chain

15. CSR to CSV

16. High Performance Organizations

17. Strategic   Growth

18. Alternative Energies

19. Global   Livability   Index

20. Technological Leap

21. Innovation To Boldly Go.

22. Changing Behavior How we see and do things is changing.

23. Historically, there have been three kinds of jobs.

24. Maker Seller You make something that someone else wants to buy. You sell something that someone else has made. Provider You provide a service that someone else will pay for, because it makes them feel better for having it.

25. But this is changing too!

26. We are in an era that industrial design is more and more about designing industries.

27. An era that design thinkers are re-imagining   healthcare and education systems.

28. An era that strategists are looking at open   governance and new methods of policy making.

29. We are in an era that its not only about   b-school and d-school anymore.

30. How did this change happen?

31. DISCIPLINARITY

32. INTERDISCIPLINARITY

33. MULTIDISCIPLINARITY

34. TRANSDISCIPLINARITY

35. POSSIBILITY TRANSDISCIPLINARITY TOOLS SYNTHESIS ANALYSIS ITERATION COLLABORATION ENGAGEMENT INNOVATION MULTIDISCIPLINARITY TOOLS SYNTHESIS ANALYSIS ITERATION COLLABORATION INVENTION INTERDISCIPLINARITY TOOLS DISCOVERY SYNTHESIS ANALYSIS ITERATION DISCIPLINARITY TOOLS SOLUTIONS SYNTHESIS ANALYSIS SUBJECTIVE OBJECTIVE SOLUTIONS APPROPRIATE SOLUTIONS SYSTEMATIC SOLUTIONS HOLISTIC

36. Things are changing, and they are changing fast.

39. The deﬁnition, its history and what it does in an exponentially changing world. ! How it re-interprets a successful business model that is constantly changing. ! What are some of the tools that design strategists use in the process.

40. Design Design is the creative process of materializing the immaterial, externalizing the internal, and generating reality by transforming resources for human purposes. ! — Educating for Creativity - Luigi Ferrara, 2012

41. Strategy The art of planning a purpose-driven   roadmap that reaches your goals.

42. Design Strategy Design strategy is the bias; the direction that helps businesses, organizations and institutions realize   what it is that they should be doing next, how they can   do it, and most importantly, why they should be   doing it in the ﬁrst place.

43. A Brief History

44. Sun-Tzu: Art of War

45. Carl Von Clausewitz: On War

46. Normandy Invasion

47. Chess and the Art of Survival and Success

48. Purpose-Driven Leadership

49. Let’s do some strategy!

50. Henry Mintzberg’s Schools of Strategy

51. #survival

52. #success

53. #winning

54. Framework

55. A Purpose-driven strategy always starts with the ‘why’.

56. What do we do? How do we do it? Why do we do it?

57. What do we do? How do we do it? Why do we exist?

58. Process

59. Design Test Iterate Generate Design Strategy Research Synthesis Insight Understand Engage Communicate Connect Integrate

60. Case 1 PlayLab

61. WHY HOW Nurturing Young Innovators Complementing STEM education by fostering   21st century skill sets: ! Critical Thinking Collaboration Communication Creativity WHAT Play-based after school programs for grade 1-6

62. Case 2 People Change Places

63. WHY HOW WHAT Most livable city in Bíobío region and Chile by 2035. Establishing a model for high performance urbanism in Chile. Implementation of 6 tactical revitalization programs: ! Housing Public Spaces Institutional Restoration Enhanced Mobility Economic Diversiﬁcation Community Engagement

64. Tools

65. Research   to Insight Strategy Management Communication   by Design Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting Horizon Scanning and Foresight Stakeholder Engagement Relationship Management New Business Development RFP and Proposal Generation Costing and Scheduling Scenario Building Persona Proﬁling Narrative Writing Storyboarding Content Development Visual Identity Brand Asset Development Experience Design Information Architecture Wireframing and UI Design Graphic Design for Web and Print Product Design and Development Service Design Spatial Programming

66. Research   to Insight Strategy Management Communication   by Design Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting Horizon Scanning and Foresight Stakeholder Engagement Relationship Management New Business Development RFP and Proposal Generation Costing and Scheduling Scenario Building Persona Proﬁling Narrative Writing Storyboarding Content Development Visual Identity Brand Asset Development Experience Design Information Architecture Wireframing and UI Design Graphic Design for Web and Print Product Design and Development Service Design Spatial Programming

67. Brand Semiotics Studying the Signs

68. Semiotics refers to the science of studying signs and interpretation of their meaning by individuals or groups of people.

69. Verbal Linguistics and Literary Semiotics Visual Design and Gestalt Grammar   of Visual Language Cultural Psychosocial Studies and Meaning Generation

70. Research   to Insight Focus/Unfocus Group Studies Behavior Mapping Prototyping Participatory Research Workshop Facilitation Usability Testing Content Synthesis Contextual Mapping Trend Analysis Brand Semiotics ! Brand Positioning Landscape Analysis Brand Equity Enrichment

71. Backcasting Realizing Realities and Implementing Strategies

72. Backcasting approaches the challenge of discussing the future from the opposite direction.

73. It starts with deﬁning a desirable future, then working backwards to identify policies, programs, and stakeholders that will connect the future to the present.

74. Strategy Management Process Evaluation Strategic Visioning Roadmapping Product Placement Brand Architecture Brand Strategy Backcasting ! Resource Management Time Management Realistic Expectations Metrics Implantable Roadmap

75. Storyboarding The Narrative Structure

76. Storytelling is so hot right now, right?

77. Storytelling is as old as mankind; and we do it everyday.

78. It is how we remember things, and how we turn those memories into beliefs.

79. Storyboarding is the art of creating a visual structure and a narrative arch for our stories.

80. Stories that are memorable.

81. PROVOKE

82. PROVE

83. EVOKE

84. PROVOKE PROVE EVOKE

85. Communication   by Design Scenario Building Persona Proﬁling Narrative Writing Storyboarding ! Hook ‘em in 20 seconds! Clarity Strong Value Proposition

86. Design Strategy Design strategy is the mindset, the bias, the collective way of thinking that leads to creation and implementation of strategic organizational objectives.

87. Design Strategist A Multi-T-shaped design strategist analyzes complex problems and designs practical pathways and holistic business solutions to achieve those said objectives.

90. How design strategy, as a bias, can help develop, establish and maintain an organizational ‘creative culture’ that is resilient and evolves with change.

91. What is this ‘creative culture’?!

92. Bean Bags and Chalkboards

93. Although the environment and dynamic workplace are important, there is a collection of ingredients that contribute to an organization’s culture.

94. 1 Embrace transdisciplinarity.

95. 2 Emphasize transparency.

96. 3 Communicate effectively.

97. 4 Establish collective beliefs and values.

98. 5 Make it known why you do what you do.

99. Pixar   Studios Fostering Collective Creativity

100. TED   Airlines Misalignment of Organizational Culture and Customer Values

101. “‘Culture’ is one of those fuzzy terms that makes business analysts roll their eyes, but its true power lies in the fact that, unlike other competitive advantages, it is nearly impossible to copy, and that’s what makes it the real ‘secret sauce.’” ! — Rotman Magazine - Sohrab Vossoughi, 2013

102. Changing an organization’s culture is like changing someone’s personality! It is possible but it means a true shift in beliefs.

103. It entails more than establishing a new policy and making a few new hires.

104. How can integrating design strategy as a mindset help?

105. By designing roadmaps and brand experiences that are transcendent and resilient.

106. By designing processes that embark on engagement as a catalyst for systemic organizational change.

107. By designing systems of products and services that are strategically innovative and holistic.

108. CHA NGE

109. Be ready for change. Embrace change. Realize change as an evolutionary process. Deconstruct your organizational culture. Rediscover your core culture. Establish that culture as a transcendent experience. Design the conditions for systemic change. Manage the change and let it grow. Know why.

110. “An authentic culture, at the very soul of a business, is something competitors cannot imitate. Like soul, culture is intangible. Yet given a little inspiration, this intangible commodity can be converted into untold wealth.”

111. “Incredibly, the next big wave of growth will come from businesses whose leaders know how to convert low-cost intangibles like culture into high bottom-line value.” ! — Lead by Greatness - David Lapin, 2012

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