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Barriers between
design and business
1508™
Wifi:
1508guest
Guestkode:
jegvilonline
url’s
1508.dk
slideshare.com/1508as
vim...
Getting a place
at the table
Thank you
Spotify
Airbnb
Uber
etc
Everything is
going nuts
Looking at the
old, won’t help
us predicting
what comes next.
Participating in
designing the
futu...
Empathy
Hypothesis
Creativity
Problemsolving
Tangibility
Prototyping
Human
Doing
THANK
GOD FOR
DESIGN
THINKING
IDEO
Super
Co-creation
tools
Simplicity
in
complexity
Outstanding
problem-
solving
processes...
So far so good
We need a better
way to define
where we come
from, where we
are going and how
we get there.
The big
compromise
Business
Driven by sense
Failure is not an option
We need to know what we get
Run by measurement
Design
Driven by sensibil...
1 3 52 4
Nut to crack
How to get the right
start, goal and how to
get there?
Questionary
Hvad er de største
udfordringer du/I møder i
arbejdet med skabe innovative
designløsninger?
1
Answer
”Tilbageholdenhed/Konservatisme
fra ledelsen og den øvrige
forretning, da det kan afvige
meget, fra hvad de er vant...
Answer
”... pharmaindustrien er meget
langsom og modvillig til at
være innovative hvad angår
digital og design.”
1
Questionary
Hvad er dine/jeres største
bekymringer ved at lykkedes
med en succesfuld
designproces?
2
Answer
”For mange kokke” – ofte har
ledelsen også en klar holdning
til design, men uden at have
en faglig baggrund til at
...
Answer
”Tidspres og de dele af
processen der ofte overlades
til andre bureauer er de trin
i processen der oftest fører
til...
Questionary
På en skala fra 1 til 10 –
Hvor på skalaen vil du/I
placere jeres organisation
ift. graden af modighed, når
de...
Answer
7 6 9 8 N/A N/A3
Questionary
Andet?4
Answer
4
Design og (digital) innovation spiller en central
rolle i de fleste globale succeshistorier fra
forretningsverden...
How
Making sense
We-create
Design doing
Making sense:
Answering the
right questions
and validate
solutions
Where does it
all start?
The com. strategy dilemma:
You need everyone to engage and keep
a simple and strong message.
Note
Creating the
brief
ROI
Business
Plan
Answering the
brief
Asking why before
it all begins
Asking what really matters,
creates a much stronger
solution.
Example
SMK pitch
”How can we create a more
engaging experience for
families with children, that
wants to plan and visit the
National Galler...
Mapping
Mapping
”We believe we can create a
more engaging experience, if
we engage children in the
planning and support their
physical exp...
Sketching
Select
Prototype
Linktilprototype:
https://tinyurl.com/SMKKiddo
L I N K
Test
Tests create
validation
Whats next?
We-create
:
Creating
transperancy,
understanding
and trust.
We-create
No more mailing back and
forward – Work on the
same side
Make design transperant!
Methods, processes,
creating warrooms take
us far ...
The ”I think ...”
situation
Everybody thinks something
of anything.
Problem
Deciders need to
participate
Solution
Example
VIA University College
Corporate Identity
Insights
Ego > < VIA
Concept
Execution
Insigths
Process
Concept
ExecutionDesicion
making
Reflection
”This solution breaches with
everything i have learned.
But still i KNOW its the
right solution.”
Karen Lebeck
...
Design doing
:
Let design
talk the talk,
so we can
walk the walk.
Design doing
What the F*** is
good design?
Problem of
talking design
Problem of
talking design
What the F*** is
good design?
Everybody is
entitled to have
their own opinion.
Problem of
talking design
Design will often
loose the argument
Designing is fast :)
Details and corrections
are not :(
Lets go there fast.
Design Doing
Round 1
Design Doing
Round 2
Example
DDSKS pitch
PITCH
DDSKS:
OPLÆG
DDSKS:
OPLÆG
DDSKS:
OPLÆG
DDSKS:
OPLÆG
DDSKS:
OPLÆG
DDSKS:
OPLÆG
DDSKS:
OPLÆG
Example
DDSKS final
Business
Needs to be braver
Find out what really
matters
Decisionmakers all
the way
Design
Needs to create more
security
B...
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
Barriers of Design in Business | Morgenbooster #86
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Barriers of Design in Business | Morgenbooster #86

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At this Morgenbooster Creative Director, Tore Rosbo, shared his experiences on barriers causing design and brand projects to fail, and how to succeed with great customer brand experiences.

Watch and download video and slides here: https://1508.dk/morgenbooster/barriers-of-design-in-business/

Veröffentlicht in: Design
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Barriers of Design in Business | Morgenbooster #86

  1. 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. 2. Getting a place at the table Thank you Spotify Airbnb Uber etc
  3. 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. 4. Empathy Hypothesis Creativity Problemsolving Tangibility Prototyping Human Doing
  5. 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. 6. So far so good
  7. 7. We need a better way to define where we come from, where we are going and how we get there. The big compromise
  8. 8. 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
  9. 9. 1 3 52 4 Nut to crack How to get the right start, goal and how to get there?
  10. 10. Questionary Hvad er de største udfordringer du/I møder i arbejdet med skabe innovative designløsninger? 1
  11. 11. Answer ”Tilbageholdenhed/Konservatisme fra ledelsen og den øvrige forretning, da det kan afvige meget, fra hvad de er vant til at se.” 1
  12. 12. Answer ”... pharmaindustrien er meget langsom og modvillig til at være innovative hvad angår digital og design.” 1
  13. 13. Questionary Hvad er dine/jeres største bekymringer ved at lykkedes med en succesfuld designproces? 2
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Answer 7 6 9 8 N/A N/A3
  18. 18. Questionary Andet?4
  19. 19. 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
  20. 20. How Making sense We-create Design doing
  21. 21. Making sense: Answering the right questions and validate solutions
  22. 22. Where does it all start? The com. strategy dilemma: You need everyone to engage and keep a simple and strong message. Note
  23. 23. Creating the brief ROI Business Plan
  24. 24. Answering the brief
  25. 25. Asking why before it all begins Asking what really matters, creates a much stronger solution.
  26. 26. Example SMK pitch
  27. 27. ”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
  28. 28. Mapping
  29. 29. Mapping
  30. 30. ”We believe we can create a more engaging experience, if we engage children in the planning and support their physical experience digitally.” Hypothesis
  31. 31. Sketching
  32. 32. Select
  33. 33. Prototype
  34. 34. Linktilprototype: https://tinyurl.com/SMKKiddo L I N K
  35. 35. Test
  36. 36. Tests create validation
  37. 37. Whats next?
  38. 38. We-create
  39. 39. : Creating transperancy, understanding and trust. We-create
  40. 40. No more mailing back and forward – Work on the same side
  41. 41. Make design transperant!
  42. 42. Methods, processes, creating warrooms take us far ...
  43. 43. The ”I think ...” situation
  44. 44. Everybody thinks something of anything. Problem
  45. 45. Deciders need to participate Solution
  46. 46. Example VIA University College Corporate Identity
  47. 47. Insights Ego > < VIA
  48. 48. Concept
  49. 49. Execution
  50. 50. Insigths Process Concept ExecutionDesicion making
  51. 51. Reflection ”This solution breaches with everything i have learned. But still i KNOW its the right solution.” Karen Lebeck Project Manager
  52. 52. Design doing
  53. 53. : Let design talk the talk, so we can walk the walk. Design doing
  54. 54. What the F*** is good design? Problem of talking design
  55. 55. Problem of talking design What the F*** is good design?
  56. 56. Everybody is entitled to have their own opinion. Problem of talking design
  57. 57. Design will often loose the argument
  58. 58. Designing is fast :) Details and corrections are not :( Lets go there fast. Design Doing Round 1
  59. 59. Design Doing Round 2
  60. 60. Example DDSKS pitch
  61. 61. PITCH
  62. 62. DDSKS: OPLÆG
  63. 63. DDSKS: OPLÆG
  64. 64. DDSKS: OPLÆG
  65. 65. DDSKS: OPLÆG
  66. 66. DDSKS: OPLÆG
  67. 67. DDSKS: OPLÆG
  68. 68. DDSKS: OPLÆG
  69. 69. Example DDSKS final
  70. 70. 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

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