The connection between marketing and design is increasingly intensifying in organizations. The forces of digital, the communication power of the customer and the value of experience are driving the two disciplines towards each other. Marketing has been a long-time proponent of connecting with customers, from the inside-out. Now, design brings a perspective, culture and mindset on problem-solving that marketers can learn from.
In June, I attended the annual UXLX conference in Lisbon (Portugal) with almost 400 other UX professionals from 40 countries. The conference provided many workshops and presentations on research, design and strategy. Although all three days were pretty intensive, I got a lot of inspiration and insights and met many interesting people.
As a means towards innovation and customer-centricity, “design thinking” is lauded as a technique to infuse creativity throughout an organization. We know it’s being taught to future business leaders at places like Stanford’s d.school, but how’s it being applied in the real world? Global enterprise services leader Citrix provides an interesting example.
Networking, hands-on workshops, inspiring presentations and creative stimulation… Events and conferences offer a wealth of opportunities for professional development. We’ve put together a hand-picked selection from the coming six months which we hope aligns well with the interests of you, our readers.
Well-recognized for decades, design management has paved the way in establishing the value of design in business success, through defined practices and an active community of practitioners. What learnings from the field can be applied for design projects in the digital and multi-touchpoint world?
Suggest to a board level executive that they double the number of retail outlets – or expand product lines sold in a web shop – and they might easily envisage the required investment and predicted profits. Selling the value of a design project is notoriously more difficult, however.
Our experience has taught us that ad hoc design efforts within the enterprise environment are often doomed to fail. Success in planning and implementing design-based change requires a structured, repeatable and process-based approach. Design models and methodologies provide just this.
Customer experience design is hot. Venture capitalists, entrepreneurs and even industry analysts recognize the business advantages of taking a “design approach” to building integrated, memorable, and favorable customer experiences. But despite its popularity, not enough firms know how to practice customer experience design with discipline. On the other hand, many designers face challenges and become frustrated by constraints, politics and changing requirements of their clients.
It’s perhaps no surprise – given the firm’s decades-long record of success – that another “Designer in suit” featured here belongs to the IDEO stable. Tom Kelley (brother of founder David Kelley) is IDEO’s general manager, and a firm proponent of the value of innovation in creating success.
If you wanted to instill “design thinking” into today’s organizations, integrating it into a design school curriculum might seem like a good start. But Richard Buchanan made a more astute choice, leaving a design school to teach at a management school, and ensuring that MBA students leave with a truly innovative perspective.
This is the second in a series of posts in which we introduce the thoughts and works of those that champion the value of design within the business world. Today’s post focuses on Tim Brown, of “innovation and design” firm IDEO.
In this series of posts, we’ll take a look at icons in the business world who lead the way in proclaiming the importance of design in creating business value. Today’s post focuses on Roger Martin, Dean of the Rotman School of Management for the last thirteen years.
“C”-level positions share duties at the helms of companies large and small (“Chief Executive Officer” and “Chief Financial Officer” are common), however in today’s service-led economy, a seemingly-obvious but rarely-found role exists in the same echelon: “Chief Experience Officer”.
Over the past several years, we have seen a rising emphasis on design, creativity and holistic thinking in business to help us deal with an increasingly volatile, unpredictable and complex world. Change is everywhere and design’s most fundamental tasks is to help people deal with change.