Change by Design dmi conference London. Design leaders

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Aubrie Bond
5 years ago
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2 Design leaders 3

History of Design Design Thinkers Period Perspective Design Role Design Leaders Design Managers Designers 1940 s to 1950 s Designers Product Quality 1960 s to 1970 s Designers Quality Communication

3 History of Design Design Thinkers Period Perspective Design Role Design Leaders Design Managers Designers 1940 s to 1950 s Designers Product Quality 1960 s to 1970 s Designers Quality Communication 1980 s to 1990 s Design Managers Innovation 1990 s to 2000 s Design Leader Creativity strategy 2000 s to now Design Thinker New Business Models, Service Design, Experience Design Table adapted from: Borja de Mozota, B; Bo Young Yim (2009). DMI Review: Managing Design as a Core Competency Lesson from Korea, Spring Boston: DMI. 4

4 Design today has become a commodity designers creatives annually 5

5 Design is now in the power of buyers Change by Design $ average salary global locations 85% of innovations fail 6

6 So, what is the next phase of design? 8

7 We asked the leaders! 1 Clear Answer 9

8 Design must change! We need a call to action!

9 Design must change! REAL Design!

10 Design must change!? REAL Design

11 Design must change! REAL Design!

12 Design must change! REAL Design = Responsible!

13 Responsible Real Design? 15

14 Responsible Real Design? 16

15 Responsible Real Design?

16 Responsible Our mission is to become the most desirable and sustainable sport lifestyle company in the world. REAL Design! 18

17 Responsible Environmental Profit & Loss Account (since 2011) REAL Design! 19

18 Responsible Products That Last & The 5 Archetype Models: 1. The Classic Long-Life Model 2. The Hybrid Model 3. The Gap Exploiter Model 4. The Access Model 5. The Performance Model REAL Design! Cited from: Products That Last: Product Design for Circular Business Models, TU Delft (2013).

19 Responsible WORLD DESIGN FORUM REAL Design! Eindhoven

20 Design must change! REAL Design = Reliable! 22

21 Reliable Design Thinking is a failed experiment... The success rate for Design Thinking processes was very low. Real Design? Bruce Nussbaum 23

22 Reliable Real Design? New CEO, new Design flavor! 24

23 Reliable Connecting Strategies & Thinking with Delivering Design Excellence & Business Results REAL Design! 25

24 Design must change! REAL Design = Relationship! 26

25 Relationship War? Real Design? 27

26 Relationship Silos Real Design? 28

27 Relationship Experience Design? Real Design? 29

28 Relationship Creating successful consumer experiences works only through internal stakeholder management and connecting with peers. REAL Design! 30

29 Relationship Creating successful consumer experiences works only through internal stakeholder management and connecting with peers. REAL Design! Design is a contact sport! 31

30 Design must change! REAL Design = rigorous! 33

31 Relationship Design cannot prove its value in isolation...? Real Design? 34

32 Rigorous Designers must use rationale next to intuition! Designers must become entrepreneurs and take more risk! REAL Design! 35

33 Rigorous dmi Design Value Index Good start! REAL Design! 36

34 Rigorous Design must prove its value for: REAL Design! 37

35 Design must change! REAL Design = Reflective! 38

36 Reflective Real Design? 39

37 Reflective 21 st Century: The Century of Design. Real Design? 40

38 Reflective REAL Design! 41

39 Reflective REAL Design! 400 Students 12 Countries 65 Companies in 4 years

40 Survive? REAL Designer Design Thinker Period Perspective Design Role Design Leader Design Manager Designer 1940 s to 1950 s Designers Product Quality 1960 s to 1970 s Designers Quality Communication 1980 s to 1990 s Design Managers Innovation 1990 s to 2000 s Design Leader Creativity strategy 2000 s to now Design Thinker New Business Models, Service Design, Experience Design Table adapted from: Borja de Mozota, B; Bo Young Yim (2009). DMI Review: Managing Design as a Core Competency Lesson from Korea, Spring Boston: DMI. 43

41 Or die? 44

42 The only constant is change! Survive! REAL Design!

43 Thank You! Design leaders deserve to be supported on their design quest. 46

Strategic Plan Saving Lives and Building Great Communities

Strategic Plan Saving Lives and Building Great Communities Surf Lifesaving Western Australia Strategic Plan 2015-2020 Saving Lives and Building Great Communities Contents 1 Introduction 2 1.1 Our Purpose 3 1.2 Our Values 3 1.3 The Forces shaping Surf Life Saving