This document discusses barriers between design and business and proposes ways to improve their collaboration. It suggests that business needs to be braver in finding what really matters and involving decision-makers throughout. Design needs to create more security by making their processes transparent and letting design "do the talking" by showing its work through prototypes and examples rather than just discussing concepts. The goal is for both sides to work together more effectively to create innovative solutions.

1. Barriers between
design and business
1508™
Wifi:
1508guest
Guestkode:
jegvilonline
url’s
1508.dk
slideshare.com/1508as
vimeo.com/design1508
facebook.com/1508as
linkedin.com/company/1508-as
Hashtag:
Instagram, Twitter & Facebook
#1508as

2. Getting a place
at the table
Thank you
Spotify
Airbnb
Uber
etc

3. Everything is
going nuts
Looking at the
old, won’t help
us predicting
what comes next.
Participating in
designing the
future seems like
the option left
to do

4. Empathy
Hypothesis
Creativity
Problemsolving
Tangibility
Prototyping
Human
Doing

5. THANK
GOD FOR
DESIGN
THINKING
IDEO
Super
Co-creation
tools
Simplicity
in
complexity
Outstanding
problem-
solving
processes
Prototype
Test
Learn
Prototype
Test
Learn
etc
Sprint
Sprint
Sprint
Quantity
over
quality
Ends in
prototype
stages
Very time
consuming
Where’s
the
magic?

6. So far so good

9. We need a better
way to define
where we come
from, where we
are going and how
we get there.
The big
compromise

10. Business
Driven by sense
Failure is not an option
We need to know what we get
Run by measurement
Design
Driven by sensibility
Failure is an option
We know nothing yet
Often unmeasurable

12. 1 3 52 4
Nut to crack
How to get the right
start, goal and how to
get there?

13. Questionary
Hvad er de største
udfordringer du/I møder i
arbejdet med skabe innovative
designløsninger?
1

14. Answer
”Tilbageholdenhed/Konservatisme
fra ledelsen og den øvrige
forretning, da det kan afvige
meget, fra hvad de er vant til
at se.”
1

15. Answer
”... pharmaindustrien er meget
langsom og modvillig til at
være innovative hvad angår
digital og design.”
1

16. Questionary
Hvad er dine/jeres største
bekymringer ved at lykkedes
med en succesfuld
designproces?
2

17. Answer
”For mange kokke” – ofte har
ledelsen også en klar holdning
til design, men uden at have
en faglig baggrund til at
vurdere fx input. Det ender
tit ud i ”jeg synes”
2

18. Answer
”Tidspres og de dele af
processen der ofte overlades
til andre bureauer er de trin
i processen der oftest fører
til fejl og miskommunikation.”
2

19. Questionary
På en skala fra 1 til 10 –
Hvor på skalaen vil du/I
placere jeres organisation
ift. graden af modighed, når
der skal skabes innovative
designløsninger? Uddyb meget
gerne med en kommentar
3

20. Answer
7 6 9 8 N/A N/A3

21. Questionary
Andet?4

22. Answer
4
Design og (digital) innovation spiller en central
rolle i de fleste globale succeshistorier fra
forretningsverdenen fra de sidste 10 år (Uber,
Airbnb, Apple, Google, Shopify, mv.). Hvordan kan det
så være, at design og digital innovation så stadigvæk
er lidt prioriteret i relativt mange danske
virksomheder? Eller at de bliver i små siloer blandt
store virksomheder?
Eksempel: XXX taler en del om innovation.. og så
lancerer de rimelig træls hjemmeside? XXX.dk forsiden
burde være deres flagship produkt - deres ypperste
salgskanal

23. How
Making sense
We-create
Design doing

24. Making sense:
Answering the
right questions
and validate
solutions

25. Where does it
all start?
The com. strategy dilemma:
You need everyone to engage and keep
a simple and strong message.
Note

26. Creating the
brief
ROI
Business
Plan

27. Answering the
brief

28. Asking why before
it all begins
Asking what really matters,
creates a much stronger
solution.

29. Example
SMK pitch

30. ”How can we create a more
engaging experience for
families with children, that
wants to plan and visit the
National Gallery of Art
(SMK)?”
How we work

31. Mapping

32. Mapping

33. ”We believe we can create a
more engaging experience, if
we engage children in the
planning and support their
physical experience
digitally.”
Hypothesis

34. Sketching

35. Select

36. Prototype

37. Linktilprototype:
https://tinyurl.com/SMKKiddo
L I N K

38. Test

39. Tests create
validation

40. Whats next?

41. We-create

42. :
Creating
transperancy,
understanding
and trust.
We-create

43. No more mailing back and
forward – Work on the
same side

44. Make design transperant!

45. Methods, processes,
creating warrooms take
us far ...

46. The ”I think ...”
situation

47. Everybody thinks something
of anything.
Problem

48. Deciders need to
participate
Solution

49. Example
VIA University College
Corporate Identity

50. Insights
Ego > < VIA

51. Concept

52. Execution

53. Insigths
Process
Concept
ExecutionDesicion
making

54. Reflection
”This solution breaches with
everything i have learned.
But still i KNOW its the
right solution.”
Karen Lebeck
Project Manager

55. Design doing

56. :
Let design
talk the talk,
so we can
walk the walk.
Design doing

59. What the F*** is
good design?
Problem of
talking design

60. Problem of
talking design
What the F*** is
good design?

61. Everybody is
entitled to have
their own opinion.
Problem of
talking design

62. Design will often
loose the argument

63. Designing is fast :)
Details and corrections
are not :(
Lets go there fast.
Design Doing
Round 1

64. Design Doing
Round 2

65. Example
DDSKS pitch

66. PITCH

68. DDSKS:
OPLÆG

69. DDSKS:
OPLÆG

70. DDSKS:
OPLÆG

72. DDSKS:
OPLÆG

73. DDSKS:
OPLÆG

74. DDSKS:
OPLÆG

75. DDSKS:
OPLÆG

76. Example
DDSKS final

82. Business
Needs to be braver
Find out what really
matters
Decisionmakers all
the way
Design
Needs to create more
security
Become transperant
Let design do the
talking
The take away
in short
Business Design