A presentation promoting the value of design as a strategic business approach.

1. DESIGN MATTERS

2. What is Design?

3. Iconic products representing “good” design.

4. But, good design is about more than just beauty or the cool factor. These are all products of companies that have embraced design as a business strategy … Design is a strategy that extends to all touch points of the brand, from the design of the retail store, to the design of the hang tag on the chair.

6. “The details are the details. They make the product. The connections, the connections, the connections. It will in the end be these details that give the product its life.” Charles Eames / designer Design is about the details Integrated solutions Design is the thread that creates a successful brand experience It tells the story … In other words, Design is about more than just logos + layouts.

7. Design has real impact. “I’ve been amazed at how often those outside the discipline of design assume that what designers do is decoration. Good design is problem solving.” Jeffery Veen / Design Manager, Adaptive Path

8. the problem.

9. the solution.

10. the result.

11. the problem.

12. ok. the real problem.

13. Solution = Redesigned Ballot the solution.

14. the result.

15. the problem.

16. Solution the solution.

17. the result. Designer, Deborah Adler with her grandmother, who inspired her to redesign the prescription bottle after her grandmother accidentally took her grandfathers medicine.

18. + more. the competitive advantage “The pill bottle isn’t just a piece of packaging that can be swapped out for the old design. The bottle is just the visible tip of a much deeper system of drug delivery that would take significant time and investment to emulate.”

19. “Good design is serious business.” A.G. Lafley / CEO, Proctor & Gamble

20. Design + business “Design is intrinsically linked to a company’s ability to meet its business goals and achieve its mission. Done well, design can become a strategic resource to produce the kind of innovative customer experience that strengthens global brands …” Peter Lawrence / CEO, Corporate Design Foundation We became a $6.5 billion brand because of Design. If we were just a value player, where would we be today?” Jenny Ming / President, Old Navy “ … Design-oriented firms in all kinds of industries outperform their more traditional peers … design and innovation go hand-in-hand with financial success.” Robert Safian / Fast Company, Masters of Design issue

21. Design-savvy companies that recognize the businessvalue of design. Samuel J. Palmisano IBM A.G. Lafley P&G William C. Weldon JOHNSON & JOHNSON Jeffrey Immelt GE Alex Lee OXO Mark Hurd HP Jochen Zeitz PUMA Steve Jobs APPLE Neville Isdell COCA-COLA

22. Business schools have design programs + Design schools have business programs business schools Harvard Georgetown UC Berkeley Northwestern MIT Stanford design schools Art Center IIT / Institute of Design Parsons Rhode Island School of Design

23. “ … it’s a matter of discipline, and it starts by looking at the problem and collecting information about it. If you understand the problem, you have the solution. It’s really more about logic than imagination.” Massimo Vignelli / designer designed NYC subway map / American Airlines id / Bloomingdale’s id

24. Design is … closer to “Strategy” than it is to “Art Direction” about solving a problem and NOT about “decoration” (thinking vs. just doing) focused on understanding the needs/desires of the audience/consumer/user rooted in long-term impact and effects differentiating And it does … drive innovation

25. Designing normally requires a designer to consider the aesthetic, functional, and many other aspects of an object or a process, which usually requires considerable research, thought, modeling, interactive adjustment, and re-design. Wikipedia / definition of design

26. the design process source, AIGA

27. Good Design starts with “understanding” (audience + objectives)

28. and results in a meaningful solution. And ends with a beautiful solution (the union of aesthetic form + function)

29. “Contrary to popular belief, designers are not artists. They employ artistic methods to visualize thinking and process, but unlike artists, they work to solve a client’s problem, not present their own view of the world.” Erik Spiekermann / designer What to remember.