THE SURPRISING SECRET TO BECOMING
DESIGN DRIVEN KELSEY@THEMOLESKIN | @THEMOLESKIN FINDING CHARISMA

FLOAT LIKE A BUTTERFLY. STING
LIKE A BEE.

WHAT CAN THEY TELL US
ABOUT DESIGN?

APPLE IPOD COMMERCIAL [VIDEO]

OMG. THAT WAS FREAKIN’ AWESOME!
We need something like that!

WE SEE THE FEATURES OFFERED

GALAXY SIII COMMERCIAL [VIDEO]

COMPANIES THAT OFFER LOTS OF
OPTIONS OFTEN STRUGGLE TO FIND DIFFERENTIATION. DIFFERENTIATION COMES FROM CLARITY OF WHY, NOT EXCESS OF WHAT. - SIMON SINEK IT’S NOT JUST ABOUT FEATURES

A DIFFERENT VIEW OF DESIGN

BECOMING DESIGN DRIVEN REQUIRES A
SHIFT FROM FOCUSING ON OUTPUTS TO FOCUSING ON THE INPUTS. MORE SPECIFICALLY HOW WE THINK. SECRET #1: THINKING NOT DOING Doing Thinking What can we build? What motivates?

BECOMING DESIGN DRIVEN REQUIRES A
SHIFT FROM FOCUSING ON OUTPUTS TO FOCUSING ON THE INPUTS. MORE SPECIFICALLY HOW WE THINK. SECRET #1: THINKING NOT DOING Doing Thinking What can we build? What motivates? ACTIVE VS. PASSIVE

AGRICULTURAL (FARMERS) INDUSTRIAL (FACTORY) INFORMATION
(KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) 18THCENTURY 19THCENTURY 20THCENTURY 21STCENTURY ATG(AFFLUENCE,TECHNOLOGY,GLOBALIZATION)

EVERYTHING IS SHIFTING INDUSTRIAL (FACTORY)
INFORMATION (KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS)

EVERYTHING IS SHIFTING GOODS INDUSTRIAL
(FACTORY) INFORMATION (KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) Service Experience

EVERYTHING IS SHIFTING GOODS INDUSTRIAL
(FACTORY) INFORMATION (KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) Service Experience “I can’t start my day without a visit to Starbucks” “The best part of waking up is folgers in your cup” “Want a cup of coffee for breakfast?”

EVERYTHING IS SHIFTING GOODS INDUSTRIAL
(FACTORY) INFORMATION (KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) Service Experience “I can’t start my day without a visit to Starbucks” “The best part of waking up is folgers in your cup” “Want a cup of coffee for breakfast?” 4p marketing: product, place,promotion, price. focused on a market need. focused on selling goods. commodities very profitable new ps Participants, process and physical evidence to fill an experience need.

EVERYTHING IS SHIFTING GOODS INDUSTRIAL
(FACTORY) INFORMATION (KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) Service Experience “I can’t start my day without a visit to Starbucks” “The best part of waking up is folgers in your cup” “Want a cup of coffee for breakfast?” 4p marketing: product, place,promotion, price. focused on a market need. focused on selling goods. commodities very profitable new ps Participants, process and physical evidence to fill an experience need. EXTRINSIC MOTIVATORS PRICE FEATURES PRODUCT QUALITY ! UTILITY

EVERYTHING IS SHIFTING GOODS INDUSTRIAL
(FACTORY) INFORMATION (KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) Service Experience “I can’t start my day without a visit to Starbucks” “The best part of waking up is folgers in your cup” “Want a cup of coffee for breakfast?” 4p marketing: product, place,promotion, price. focused on a market need. focused on selling goods. commodities very profitable new ps Participants, process and physical evidence to fill an experience need. EXTRINSIC MOTIVATORS PRICE FEATURES PRODUCT QUALITY ! UTILITY INTRINSIC MOTIVATORS FEELING PERSONAL GOALS SOCIAL GOALS ! SIGNIFICANCE

AGRICULTURAL (FARMERS) INDUSTRIAL (FACTORY) INFORMATION
(KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) 18THCENTURY 19THCENTURY 20THCENTURY 21STCENTURY HOW DOES THIS RELATE TO INTRINSIC MOTIVATORs?

AGRICULTURAL (FARMERS) INDUSTRIAL (FACTORY) INFORMATION
(KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) 18THCENTURY 19THCENTURY 20THCENTURY 21STCENTURY PRODUCTIONANDCONSUMPTIONHAVECONTINUALLYINCREASED SATISFACTIONHASN’TINCREASEDINKIND

AGRICULTURAL (FARMERS) INDUSTRIAL (FACTORY) INFORMATION
(KNOWLEDGE) CONCEPTUAL (CREATORS& EMPATHIZERS) 18THCENTURY 19THCENTURY 20THCENTURY 21STCENTURY PRODUCTIONANDCONSUMPTIONHAVECONTINUALLYINCREASED SATISFACTIONHASN’TINCREASEDINKIND THIS IS WHERE THE OPPORTUNITIES LIVE

THE RISKS OFFER EXPONENTIAL RETURNS
It’s not really very scientific but there are two things that companies who succeed at being design driven understand fundamentally. PEOPLE BUY MEANING NOT PRODUCTS IT DOESN’T START WITH AESTHETICS Design thinking is more about psychology than appearance.

WHAT DOES IT MEAN TO
BE DRIVEN? WHY DO COMPANIES WANT DESIGN? LOGIC MAGIC DESIGN GAP

REBIRTH OF SLICK I focused
on why design is cool, and why it will make people love your company

REBIRTH OF SLICK I focused
on why design is cool, and why it will make people love your company I DIDN’T TALK ABOUT HOW THEY DO WHAT THEY DO. THAT GAP CAUSES PEOPLE TO FOCUS ON A RESULT

LIKE THIS….

HOW DO YOU FILL THE
GAP TO GET THE RESULTS?

HOW DO YOU FILL THE
GAP TO GET THE RESULTS? The People? + The Process? + The Culture?

IS IT ABOUT THE PEOPLE?

WHO IS THIS GUY?

YEP. SAME GUY.

DON’T FOCUS ON JUST THE
PEOPLE Hiring great designers isn’t the path to becoming design driven. You will need designers, but it’s more about how designers think. Method: Start by regularly asking yourself three question: What have we tried? What have we learned and what do we do with this information?

IS IT ABOUT THE PROCESS?

IT’S ABOUT GOOD PROCESS Good
process helps increase talent productivity. Avoid replacing good management and communication with rules & processes that cover up a problem instead of addressing it directly. Instead focus on processes that help talented people get their work done. Method: Does your process attempt to maintain command & control, slow down work unnecessarily, attempts to replace a human interaction?

PROCESS ISN’T WHAT WE THINK
! ! ! What is our current business model? What are our core competencies? What features could we offer? What other channels could we use? What customers would we sell to? TRADITIONAL INSIDE-OUT VALUE CHAIN PERCEIVED CUSTOMER VALUE =FUNCTIONAL BENEFITS- FINANCIALCOST ! ! ! PERCEIVED CUSTOMER VALUE = EMOTIONAL BENEFITS - HASSLE FACTOR EXPERIENCE BASED OUTSIDE-IN VALUE CHAIN What design would create defensible profits? What do we need to do to execute that design? What could we offer to solve the problem? What ecosystem exists to meet those priorities? What customers do we want? What are their priorities?

IT MUST BE THE CULTURE…

CULTURE IS ABOUT THE OUTWARD
APPEARANCES The written rules, structure, buildings, benefits, mission statements, perks and other man-made things usually associated with culture are merely the artifacts of culture. They are not culture in themselves. Method: The culture is the people and their aspirations, motivations, energies and desires. That means all the beliefs, values, and attitudes that characterize how a particular group of people functions.

CHANGING CULTURAL THINKING THE INNOVATION
IMPERATIVE

WHAT IS IT THAT DRIVES
YOU AT THE CORE? ACTION #1: WHAT DO YOU BELIEVE?

WHAT IS IT THAT DRIVES
YOU AT THE CORE? ACTION #1: WHAT DO YOU BELIEVE? APPLE: CHALLENGE THE STATUS QUO NIKE: INSPIRE THE WORLD TO PUSH BEYOND THEIR BOUNDARIES DISNEY: TO PROMOTE GOOD CLEAN FAMILY FUN. ME: INSPIRE PEOPLE TO USE THEIR NATURAL CREATIVITY TO IMPACT THE WORLD

BASED ON YOUR BELIEFS WHAT
VALUES DRIVE THE WORK YOU DO, AND THE PRODUCTS YOU PRODUCE? ACTION #2: WHAT VALUES DO YOUR BELIEFS DRIVE?

BASED ON YOUR BELIEFS WHAT
VALUES DRIVE THE WORK YOU DO, AND THE PRODUCTS YOU PRODUCE? ACTION #2: WHAT VALUES DO YOUR BELIEFS DRIVE? FOCUS ON THE USER YOU ARE NOT THE USER ACTION OVER THINKING PRACTICE INSTEAD OF PREACH GET UP AND GET OUT YOU DON’T HAVE TO HAVE ALL THE ANSWERS YOU CAN BE SERIOUS WITHOUT A SUIT WEARING A SUIT CAN STILL BE FUN

WHAT BEHAVIORS ARE DRIVEN BY
YOUR VALUES? ACTION #3: VALUES LEAD TO WHAT BEHAVIORS? PROTOTYPING AGILE METHODOLOGIES LEAN START-UPS DESIGN THINKING

BELIEFS VALUES BEHAVIORS CULTURE CHOICES
ARTIFACTS MAKE BETTER CHOICES Being design driven means making different choices that are the result of culture. People Engaged Process Improve Passion Inherent Better Outcomes

WHAT DOES IT MEAN TO
BUILD BUILDING THROUGH BETTER CHOICES

THERE IS NO ALGORITHM FOR
AWESOME. -NORDSTROM INNOVATION LAB

WHAT’S THE FOUNDATION? ! People
talk about their experiences with design driven companies as if they were relationships. SIGNIFICANCE BEAUTY CONNECTION RICHNESS FULFILLMENT GROWTH WHOLENESS TRUTH These are elements of extreme emotional engagement

THREE LENSES OF INNOVATION DESIRABILITY
FEASIBILITY VIABILITY START HERE END HERE What are the tangible components of desirability. Once we have identified a range of what is desirable, we look at feasibility and viability.

CHARISMA
INGENUITY
BEAUTY

CHARISMA
INGENUITY
BEAUTY

CHARISMA EMPATHIZING STORYTELLING REFRAMING Understanding
Inspiring Idea Creation YOU MAY HAVE ALL THE FEATURES & ‘TRICKS OF THE TRADE’ DOWN. YOUR AUDIENCE WON’T CARE IF YOU DON’T KNOW HOW TO MAKE THEM CARE. SECRET #2: CHARISMA IS FUNDAMENTAL REFOCUSINGENVISIONINGADAPTING

ORGANISMS OVER MECHANISMS DO YOUR
WORK LIKE A START-UP TIMEBOX YOUR ACTIVITIES FACILITATORS NOT EXPERTS SOLVE PROBLEMS LIKE A DESIGNER EVERYONE CAN BE A CREATIVE TOOLS OF THE CROWD NOT THE OFFICE FOCUS ON THE JOBS TO BE DONE DON’T FIX THE MACHINE WHILE IT’S RUNNING BIG BRAIN. LITTLE BODY. DEGEEK YOUR INNOVATION OLD ISN’T ALWAYS BAD KNOW YOUR RULES & ASSUMPTIONS CONSIDER NEEDS & OPPORTUNITIES MAKE YOUR PROCESS SKETCHY EXPLORE QUESTIONS NOT FEATURES

FOCUS ON JOBS TO BE
DONE

FOCUS ON JOBS TO BE
DONE Method: Identify the social, emotional and functional components of the jobs that your audience are to get done. Create a “How might we” question for each of these. Consumers and users will rarely alert you to opportunities that haven’t seen yet. Overwhelmingly, they will answer based on how a market exists today. Jobs to be done help you divine those opportunities from the gaps in user experience.

EVERYONE IS CREATIVE

EVERYONE CAN BE A CREATIVE
Creative is an adjective not a noun. Don’t think of designers as the only people who can be designer thinkers. Engage technologists and business leaders in the same way you engage designers. Method: Once you have a properly framed challenge find someone who isn’t an expert in the domain you are exploring, ask them how they might address the problem. Ask them to be visual and add stories if possible.

WHAT CAN THEY TELL US
ABOUT DESIGN? STEP #1: SHIFT FROM OUTPUT TO INPUT STEP #2: FOCUS ON REAL CULTURAL ALIGNMENT STEP #3: USE CULTURE TO BUILD CHARISMA

Kelsey Ruger @themoleskin kelsey@themoleskin.com THANK
YOU!