1. Design
Business
Growth
Happiness

2. What are you asking your designers to do?
Design creates disruptive innovation through redefining
Framing the challenges facing organization and its customers
Sets agenda, roadmap, strategy
Design generates alternative solutions
Problem solving Uses process to choose for alternatives
Finds the best solution to existing problems
Design makes things work better
Function & form Concerned with incremental improvements through
iteration of existing solutions.
Design is an effort to style the surface of an object. It
Style does not represent or embody product attributes or
behavior.
Design activities are not performed by the organization.
No design Products take their shape as a result of utility and
engineering capability.
http://www.jessmcmullin.com/

3. What are you asking your designers to do?
Design creates disruptive innovation through redefining
Framing the challenges facing organization and its customers
Sets agenda, roadmap, strategy
Design generates alternative solutions
Problem solving Uses process to choose for alternatives
Finds the best solution to existing problems
Design makes things work better
Function & form Concerned with incremental improvements through
iteration of existing solutions.
Design is an effort to style the surface of an object. It
Style does not represent or embody product attributes or
behavior.
Design activities are not performed by the organization.
No design Products take their shape as a result of utility and
engineering capability.
http://www.jessmcmullin.com/

4. "I don’t think that anyone has really
told (people) what design is. It
doesn’t occur to most people that
everything is designed–that every
building and everything they touch
in the world is designed. Even
foods are designed now. So in the
process of helping people
understand this, making them
more aware of the fact that the
world around us is something that
somebody has control of, perhaps
they can feel some sense of
control, too. I think that’s a nice
ambition."
–Bill Moggridge

5. Maslow’s hierarchy of needs
Pursue inner talent
Self-actualization Creativity
Fullfilment
Achievement Mastery
Self-esteem Recognition Respect
Friends Family
Belonging - love Spouse Lover
Security Stability
Safety Freedom from fear
Food Water
Physiological Shelter Warmth
Abraham Maslow’s hierarchy of needs

6. Maslow’s hierarchy of needs
Pursue inner talent
Self-actualization Creativity
Fullfilment
Achievement Mastery
Self-esteem Recognition Respect
Friends Family
Belonging - love Spouse Lover
Security Stability
Safety Freedom from fear
Food Water
Physiological Shelter Warmth
Abraham Maslow’s hierarchy of needs

7. “How can you tell a good
painting from a bad one?”...
“All you have to do my dear,”
he said, “is look at a million
paintings, and then you can
never be mistaken.”
It's true! It's true!
–Kurt Vonnegut
Bluebeard

8. Sagmeister’s happiness continuum
Bliss complete happiness
a high degree of gratification
Delight to please greatly or to charm
the emotion evoked by well-being, success, or good
Joy fortune or by the prospect of possessing what one
desires
the quality or state of feeling or showing satisfaction with
Contentment one's possessions, status, or situation
Comfort to ease the grief or trouble of
Stefan Sagemister’s hierarchy of happiness

9. Design

10. "In most people's
vocabularies, design
means veneer. It's interior
decorating. It's the fabric of
the curtains and the sofa.
But to me, nothing could
be further from the
meaning of design. Design
is the fundamental soul of a
man-made creation that
ends up expressing itself in
successive outer layers of
the product or service."
–Steve Jobs, 2000

11. No design
Physiological
Comfort

12. “Don't tell me what you value,
show me your budget, and I'll
tell you what you value.”
–Joe Biden

15. Style
Safety
Contentment

19. Function & Form
Joy
Belonging & Love

22. “We are really pleased with
our revenues but our goal
isn't to make money. It
sounds a little flippant, but
it's the truth. Our goal and
what makes us excited is to
make great products. If we
are successful people will
like them and if we are
operationally competent, we
will make money.”
–Jony Ive

23. Problem solving
Delight
Self-esteem

24. Every design problem begins with
an effor t to achieve fitness
between two entities: the form in
question and its context. The form
is the solution to the problem; the
context defines the problem. We
want to put the context and the
form into effortless contact or
frictionless coexistence, i.e., we
want to find a good fit.
–Christopher Alexander

28. Framing
Bliss
Self-actualization

32. “Too much and too long, we seem to have
surrendered community excellence and community
values in the mere accumulation of material things.
Our gross national product ... if we should judge
America by that - counts air pollution and cigarette
advertising, and ambulances to clear our highways
of carnage...
“Yet the gross national product does not allow for
the health of our children, the quality of their
education, or the joy of their play. It does not include
the beauty of our poetry or the strength of our
marriages... It measures neither our wit nor our
courage; neither our wisdom nor our learning;
neither our compassion nor our devotion to our
country; it measures everything, in short, except
that which makes life worthwhile. And it tells us
everything about America except why we are proud
that we are Americans.”
–Robert F. Kennedy

33. Thank you!
jdkunesh@gmail.com
jkunesh@barackobama.com
@jdkunesh