Business Embraces Design: Getting a Seat at the Table Is Just the Beginning
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The impact of design in organizations continues to grow. We see more designers rising to leadership roles in the executive suite, in venture capital and in founding teams. Some would argue that design already has a seat at the table and we should stop talking about it. However, reality shows a different picture as there are thousands of design teams at different levels of influence in their organizations. We need to share our stories and lessons learned so others can avoid our mistakes and leverage what works as they pave their own leadership journeys.
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Business Embraces Design: Getting a Seat at the Table Is Just the Beginning
- 1. Business Embraces Design: Getting a Seat at the Table Is Just the Beginning Jose Coronado Principal, ITX Digital @jcoronado1 #designleadership
- 3. Design in my organization is… A. Part of Product B. Part of Engineering C. Design is equal to Product and Engineering D. Other… @jcoronado1 #designleadership
- 4. Design in my organization reports to… CEO C-Suite Sr. Leadership Middle Management L1 ̶ CEO / President L2 ̶ C-Suite Executive L3 ̶ Senior Leadership L4+ ̶ Middle Management @jcoronado1 #designleadership
- 5. The World Around Us Design In Tech Report – John Maeda DMI Design Value Index CX Index – Forrester Customer Experience - Gartner @jcoronado1 #designleadership
- 6. Tectonic plates are shifting 71 4 3 23 @jcoronado1 #designleadership Design agencies acquired since 2004. >50% since 2015 Design Partners in McKinsey elected in 2016 IBM [Fellow] Distinguished Designers are corporate appointed Venture Capital FUND$ - “Designification” of Design Funds #DesignInTech Report @JohnMaeda
- 7. FORRESTER Forrester Research Report – Ron Rogowski | June, 2008 Updated: Customer Experience Top Priority | April, 2016 70% 93% projects fail due to lack of user acceptance of executives cite improving user experience as top strategic priority 72% of businesses name improving customer experience as top priority @jcoronado1 #designleadership
- 8. GARTNER Gartner Surveys - Jake Sorofman | October, 2014 Updated: Customer Experience Primer for 2016 | January, 2016 89% 50% of companies expect to compete mostly on the basis of customer experience by 2017 (versus 36% four years ago) of consumer product investments will be redirected to customer experience innovations by 2017 @jcoronado1 #designleadership CUSTOMER EXPERIENCE Is the New Battlefield
- 9. DESIGN MANAGEMENT INSTITUTE Good Design Drives Shareholder Value - Design Value Index Study Design Management Institute with Motive Strategies | April, 2015 @jcoronado1 #designleadership DMI – Design Value Index 2005-2015Design-Driven Companies Apple Coca-Cola Ford Herman-Miller IBM Intuit Nike Procter & Gamble Starwood Starbucks Stanley Black & Decker Steelcase Target Walt Disney Whirlpool $117 M $311 M Revenue Impact
- 11. My Design Leadership Journey Team Member Team of One Build from the Ground Up Grow & Evolve Transform & Expand @jcoronado1 #designleadership
- 12. Design Leadership Conversations Thank you to the following design leaders for sharing their stories: • MJ Broadbent, Sr. UX Director, GE Digital • Celeste Olivieri, Head of UX Design, Mural • Jack Cole, Director of Design, Motivate Design • Sami Niemelä, Founder and Creative Director, Nordkrapp • Kassie Chaney, Senior Manager, User Experience Research, LinkedIn • Alberta Soranzo, End-to-End Service Design Director, Lloyds Banking Group • Nick Finck, User Experience Toreador. General Assembly, former Facebook & Amazon • Andreas Hauser, Senior Vice President and Global Head of Design Services and the SAP AppHaus @jcoronado1 #designleadership 8INTERVIEWS
- 13. “Design got its seat at the table which is good because we can shut up about it now.” @jcoronado1 #designleadership and always share your story ^
- 14. Pillars of the Design Leadership Journey @jcoronado1 #designleadership DESIGN LEADERSHIP DESIGN STRATEGY DESIGN VALUE
- 15. Pillars of the Design Leadership Journey @jcoronado1 #designleadership DESIGN LEADERSHIP
- 16. Design Leaders are hired to lead… but they should not be alone @jcoronado1 #designleadership
- 17. Strong partnerships will determine design influence and success in the organization. @jcoronado1 #designleadership
- 18. As Design Leaders, we must listen, ask questions, learn what motivates them and what keeps them up at night @jcoronado1 #designleadership
- 19. We should not be talking at, let alone be throwing the book at our peers or clients. @jcoronado1 #designleadership
- 20. Lead with empathy and compassion and forge strong trusting partnerships based on transparency and results @jcoronado1 #designleadership
- 21. Pillars of the Design Leadership Journey @jcoronado1 #designleadership DESIGN STRATEGY
- 22. Design Vision We need to define what design means to the organization, in collaboration with others. @jcoronado1 #designleadership
- 23. Design Execution “Show, don’t tell” Roll up your sleeves. Promote your team success. @jcoronado1 #designleadership
- 24. DESIGN at all levels of scale STRATEGY STRUCTURE VISION SURFACE 10,000 ft.. 1,000 ft. 100 ft. 10 ft. 1 ft. Org Design for Design Orgs Building and Managing In-House Design Teams By Peter Merholz, Kristin Skinner @jcoronado1 #designleadership
- 25. Customer Experience It is about the customer. It is not about design… @jcoronado1 #designleadership
- 26. Diversity is Critical Embracing diversity of thinking and cross functional perspectives, poises your team to create disruptive solutions. @jcoronado1 #designleadership
- 27. We need to increase the Business & Technology IQ of the Design Team @jcoronado1 #designleadership
- 28. Pillars of the Design Leadership Journey @jcoronado1 #designleadership DESIGN VALUE
- 29. Design Value @jcoronado1 #designleadership How does your team or your organization measure design value?
- 30. How Do We Measure Customer Delight? Experience Value Dave Lippman, eBay VP of Design – High Resolution @jcoronado1 #designleadership
- 31. 5 Kinds of Value • Functional • Financial • Emotional • Identity • Meaningful BLIND SPOT – Nathan Shedroff, Steve Diller and Sean Sauber Quantitative Value Qualitative Value Premium Value @jcoronado1 #designleadership
- 32. Facebook buys Instagram for Premium Value Total Value FUNCTIONAL FINANCIAL EMOTIONAL IDENTITY MEANINGFUL $80 MM $1.0 B $1.1BBLIND SPOT – Nathan Shedroff, Steve Diller and Sean Sauber @jcoronado1 #designleadership
- 33. Global CIO Perspective $35 M Design ROI for One Project @jcoronado1 #designleadership
- 34. Customer Support $2.9 M Savings in labor costs by cutting call times by half @jcoronado1 #designleadership
- 35. Sales & Product Executives 300% Year over Year Sales Conversion Increase @jcoronado1 #designleadership
- 36. Show me the money… @jcoronado1 #designleadership
- 37. DESIGN LEADERSHIP DESIGN STRATEGY DESIGN VALUE Pillars of the Design Leadership Journey Lead with empathy• and compassion Develop strong• partnerships Engage and• empower your team @jcoronado1 #designleadership Define Design• Focus on Customer• Experience Shine in execution at• all levels of scale Promote Diversity• Determine• important metrics to the organization Measure impact• Quantify value•
- 38. Design leaders do not deserve a seat at the table… @jcoronado1 #designleadership
- 39. Design leaders must work hard to earn a seat at the table @jcoronado1 #designleadership Design leaders do not deserve a seat at the table…
- 40. Business Embraces Design: Getting a Seat at the Table Is Just the Beginning Jose Coronado Principal, ITX Digital @jcoronado1 #designleadership
- 41. References • Design in Tech Report by John Maeda - Design trends revolutionizing the entrepreneurial and corporate ecosystems in tech. Related M&A activity, new patterns in creativity × business, and the rise of computational design. (Website | Video | Slides) • Forrester Research – CX Index • Design Management Institute (DMI) – Design Value Index • Design ROI - Measurable Design – Report Published on Jun 11, 2013 • The many ways Design adds business value (short article, based on Design ROI) • The Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead (Catherine Courage at Enterprise UX 2015) • Org Design for Design Orgs by Peter Merholz & Kristin Skinner • Blind Spot by Nathan Shedroff, Steve Diller and Sean Sauber (Book, Using the Waveline Workshop) • Design is a Job & You are My Favorite Client (Books) and 13 Ways Designers Screw Up Client Presentations (Video) by Mike Monteiro • Getting Fired Over Chapter 7 by Audrey Crane (Video from Enterprise UX Conference) • High Resolution (Podcast) interviews with 25 design leaders @jcoronado1 #designleadership