Understanding Design better - Why Design (creates desire, experience and revenue, value of Design) - What could Design mean (quotes about Design, Design disciplines, opportunities in projects with Design, Design Thinking) - Who can Design do (organisational questions, getting design(ers), Design management) - How do Designers work (Design techniques, Design principles, double diamond, does Design follow, Product Pesign, Design in agile) - What to know else (how to keep designers happy, wrap-up)

1. POWER
OF
DESIGN
for Project Managers
Mark König
PM Camp Berlin
September 2015
Photo: © M. König

2. ELSE
HOW
WHO
WHAT
WHY
INDEX
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Mark König
PM Camp Berlin
September 2015

3. Mark König
PM Camp Berlin
September 2015
INITIAL THOUGHT
How much more
would you pay
for an app which
was developed agile?
ELSE
HOW
WHO
WHAT
WHY >

4. Mark König
PM Camp Berlin
September 2015
DESIGN DRIVES DESIRE
ELSE
HOW
WHO
WHAT
WHY >

5. Mark König
PM Camp Berlin
September 2015
MORE EXPERIENCE, MORE REVENUE
ELSE
HOW
WHO
WHAT
WHY >
Package coffee
5-25 Cent / cup
Cup of coffee
1-3 EUR / cup
Natural resource
1-4 Cent / cup
Coffeehouse feeling
3-7 EUR / cup

6. Mark König
PM Camp Berlin
September 2015
ELSE
HOW
WHO
WHAT
WHY
DESIGN
LASTS
>
Photo: © Braun
BRAUN ET66
First launch:
1987
Re-launched:
2014
Over 100.000
sold in the
first week.
Source: Luxify

7. Mark König
PM Camp Berlin
September 2015
DESIGN CREATES VALUE
Source: DMI, http://www.dmi.org/?page=DesignDrivesValue
ELSE
HOW
WHO
WHAT
WHY >

8. Mark König
PM Camp Berlin
September 2015
ACQUIRED DESIGN COMPANIES
Various sources
ELSE
HOW
WHO
WHAT
WHY >
Year Buyer Target
2011 Accenture Fjord Design
2011 Facebook Sofa
2012 Adobe Behance
2012 Square 80/20
2013 Facebook Hot Studio
2014 EPAM Great Fridays
2014 Google Gecko
2014 Capital One Adaptive Path
2015 McKinsey Lunar

9. Mark König
PM Camp Berlin
September 2015
UNDERSTANDING OF DESIGN
ELSE
HOW
WHO
WHAT
WHY
>
“Good design is good business.”
(Thomas Watson jr., CEO of IBM 1952–1971)
“Any product that needs a manual to work
is broken.”
(Elon Musk, Multi-Founder & CEO of Tesla)
“Design will also have to manage the
increasing complexity of a world of many
divergent consumer needs.”
(Andrej Kupetz, CEO of the German Design
Council in Frankfurt/Main)

10. Mark König
PM Camp Berlin
September 2015
TWO OPPORTUNITIES WITH DESIGN
ELSE
HOW
WHO
WHAT
WHY
>
DESIGN
THINKING
• Change the team approach to
user and customer orientation
• Come very early with first
test versions (without
programming)
• Create a „wow“ for and from
your stakeholders
DESIGN(ERS)
IN PROJECTS
• Integrate designers in
project teams as early as
possible (customer journey
before user story & use case)
• Let designers create
simplicity & the requirements
for experience

11. Mark König
PM Camp Berlin
September 2015
DESIGN THINKING IS NOT EASY
ELSE
HOW
WHO
WHAT
WHY
>
MANAGE APPROACH
• Starts with scope
• Time-to-market
• Cost driven
• Functionality
• Minimum viable
• Launch date
• Value chain
• Use Case
• DOD: It is there
• Discusses taste
DESIGN APPROACH
• Starts with need
• Wow-to-market
• Success driven
• Experience
• Minimum smile
• First impression
• Customer Journey
• User Story
• DOD: It feels good
• Tries experience

12. Mark König
PM Camp Berlin
September 2015
DESIGN DISCIPLINES (EXCERPT)
• Industrial design
• Motion picture design
• Software design
• Screen design
• Shop design
• …
By entity / scope By industry
By user recognition By object
• Corporate Design
• Product Design
• Communication Design
• Service Design
• Process Design
• …
• Print / Editorial Design
• Digital Design
• Game Design
• Interior Design
• Fashion Design
• …
• Visual & Animation Des.
• Sound Design
• Interaction Design
• Colour Material Design
• Writing, Wording etc.
• …
Note: There are a lot of interdependencies.
ELSE
HOW
WHO
WHAT
WHY
>
>

13. Mark König
PM Camp Berlin
September 2015
ORGANISATIONAL QUESTIONS
ELSE
HOW
WHO
WHAT
WHY
>
• Internal group or external agency?
• Who is the reporting line?
• If external:
– Full-service or specialised agency
– Contracting and fulfilment
– Working organisation (integrated / external)
– Exclusiveness / uniqueness / ownership
• If internal:
– What is the scope of design? Design strategy?
– Design governance? Decision rights?
– How to deal with Brand, Product(ion), Sales,
Communication, Marketing, IT Development …
– Success of design and budgeting
– How to manage design and its integration?
• People / agency search & recruiting

14. Mark König
PM Camp Berlin
September 2015
GETTING DESIGN(ERS)
• How important is design for success?
• Which kind of design(ers) do you need?
– What are the top drivers for your success?
– Leader / follower or in between
• Find the right designers
– Personal recommendation from good designers
– Platform: Behance, Dribbble, special blogs
– Post real challenges on social platforms
– Awards: Look at all participants
– Ignore size of agencies etc.
• Look and challenge their portfolio
• Give small test challenge for interview
ELSE
HOW
WHO
WHAT
WHY
>
Tipp: Get help from design professionals.

15. Mark König
PM Camp Berlin
September 2015
DESIGN MANAGEMENT (project level)
ELSE
HOW
WHO
WHAT
WHY
>
>
• Identify the right scope of design
• Define the right way to the target
• Derive the needed skills and workload
• Find and get the right people
• Define way of collaboration
• Clarify legal aspects (labor law, IPR)
• Recognize dependencies inside and
outside project (brand, sales, …)
• Schedule necessary alignments early
• Care for tests, demos, mockups, …
• Care for integration & exchange formats
• And all the other project mgmt stuff

16. Mark König
PM Camp Berlin
September 2015
SOME DESIGN TECHNIQUES
ELSE
HOW
WHO
WHAT
WHY
>
Tipp: Let designers do their approach first.
Design Principles
Brief & De-Brief
Trial / demo & Error
Storytelling
Personas
Customer Journeys
Moodboards
Extreme & first usage
Mobile first
Research / benchmark
Homekeeper Test
Mock-Ups
Metaphers

17. Mark König
PM Camp Berlin
September 2015
DESIGN PRINCIPLES (Example Braun)
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HOW
WHO
WHAT
WHY
>
Good design
1. Is innovative
2. Makes a product useful
3. Is aesthetic
4. Makes a product understandable
5. Is unobtrusive
6. Is honest
7. Is long-lasting
8. Is thorough down to the last detail
9. Is environmentally friendly
10. Is as little design as possible
Source: Vitsoe, https://www.vitsoe.com/eu/about/good-design
Tipp: Agree in team as early as possible.

18. Mark König
PM Camp Berlin
September 2015
DOUBLE DIAMOND
ELSE
HOW
WHO
WHAT
WHY
>
Source: Mat Hunter, Chief Design Officer, Design Council
Note the understanding of “develop” (not IT).

19. Mark König
PM Camp Berlin
September 2015
DOES DESIGN LEAD OR FOLLOW?
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HOW
WHO
WHAT
WHY
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„It's really hard to
design products by focus
groups. A lot of times,
people don't know what
they want until you show
it to them.“
(Steve Jobs,
BusinessWeek, May 25 1998)

20. Mark König
PM Camp Berlin
September 2015
EXAMPLE PRODUCT DESIGN (1/2)
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HOW
WHO
WHAT
WHY
>
Source: A Corporate Design Team UK (eliminated)
CONCEPTUNDERSTAND
Recommendation: Do these phases outside Agile

21. Mark König
PM Camp Berlin
September 2015
EXAMPLE PRODUCT DESIGN (2/2)
ELSE
HOW
WHO
WHAT
WHY
>
Source: A Corporate Design Team UK (eliminated)
SPECIFICATION PRODUCTION SUPPORT
Specification includes detailed conception.

22. Mark König
PM Camp Berlin
September 2015
DESIGN IN AGILE DEVELOPMENT
ELSE
HOW
WHO
WHAT
WHY
>
• Create long-term target pictures and
proposition strategy outside sprints
• Design thinking is a team approach
• Protect designers from taste discussions
• Take designers as product owners for
design-to-quality (“wow”-product)
• In digital development you need minimum
two designers in each front-end team
(concept & visual) plus a cross-head
• Let designers work, minimum meetings
• Deliver what is requested by designers
• Include experience quality in definition-
of-done

23. Mark König
PM Camp Berlin
September 2015
TIPPS TO KEEP DESIGNERS HAPPY
ELSE
HOW
WHO
WHAT
WHY
>
>
• Not before 10 (sometimes 11)
• Let them use their tools (allow Macs)
• Care for a creative & open environment
• Be more sensitive in listening to them
• Start with the problem not with solution
• Keep them out of politics, let them work
• Work with examples and comparisons
• Be open in feedback (they know iteration)
• Challenge their work with customer-
centric views not with taste discussions
• Do not force creation but force output
• Test as early and as much as you can

24. Mark König
PM Camp Berlin
September 2015
WRAP-UP
ELSE
HOW
WHO
WHAT
WHY
> • Design creates immense value
• Everybody can think and act design
• Human beings create by nature but only
designers studied how to do this
• Understanding design as colors and forms
is as seeing management as a to-do-list
• The job of the designer is to create the
best solution for the customer’s need
(not the client). The job of the manager
is to make the best business out of it
• At the end: If you have to sell a product
or anything else it is simply not sexy
enough that somebody wants to have it

25. ? & !

26. CONTACT
XING https://www.xing.com/profile/Mark_Koenig
Linked In https://www.linkedin.com/pub/mark-k%C3%B6nig/0/286/424
Mark König