Great Design Can't Fix A Broken Business Model

A fresh coat of paint doesn’t equal a new engine. Successful design understands the problem & solves a need. Sometimes changing the direction of the business is the design solution. I talk about self disruption and what designers roles are in that process.

Transcript

1. #DesignDisruption @ B E N P E C K • @ F R O N T • @ P D A U TA H “Great Design Can’t Fix A Broken Business Model” - Brad Kowitz, Design Partner at Google Ventures
2. T H E C O N F E R E N C E F O R U X + P M www.frontutah.com • @frontutah
3. VS
4. “In the evolution of companies, they first compete on Technology, then Business Models, a few then 
 compete on Experience.” - Bob Baxley, VP of Design h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = 0 2 V W K g N I 1 p 4
5. T H E S E AT What’s the biggest complaint designers have? I don’t have a seat at the table.
7. Ratio for Early Stage, Design-Conscious Startups 1:4 to 1:5 Designer : Engineers h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = 0 2 V W K g N I 1 p 4
8. Ratio for Pinterest, Design-Conscious Late Stage Companies 1:10 Designer : Engineers h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = 0 2 V W K g N I 1 p 4
9. Ratio for Experticity, Design-Conscious Late Stage Companies 1:4 Designer : Engineers
10. Ratio for Instructure, Design-Conscious Late Stage Companies 1:6 Designer : Engineers
11. T H E S E AT We now have a seat, what do we plan to do with it? Well, there are still several types of seats.
12. A B E A N B A G I N T H E H A L LWAY,
13. A “ S M A L L ” S E AT AT T H E TA B L E ,
14. O R A R E A L S E AT, A D E S I G N E R S E AT.
15. ( L E T ’ S N O T L E T I T G O T O O U R H E A D S )
20. “The majority of companies still have design reporting into product. Especially at larger companies. That will take a much larger time to change…Traditionally product has people from engineering as well as MBA’s moving to product leads. What we see is that the design leader who cares about business moving into more product roles.” - Jackie Xu, Talent Recruiting for Twitter h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = 0 2 V W K g N I 1 p 4 How does this affect product?
22. Hotels.com 40 taps and 109 seconds to book a room h t t p s : / / w w w. u i e . c o m / b r a i n s p a r k s / 2 0 1 4 / 1 2 / 1 1 / l u k e - w ro b l e w s k i - m o b i l e - b e h a v i o r- a n d - d e s i g n - t re n d s - l i v e /
23. A B E A N B A G I N T H E H A L LWAY
25. Priceline.com 52 taps and 102 seconds to book a room h t t p s : / / w w w. u i e . c o m / b r a i n s p a r k s / 2 0 1 4 / 1 2 / 1 1 / l u k e - w ro b l e w s k i - m o b i l e - b e h a v i o r- a n d - d e s i g n - t re n d s - l i v e /
26. A “ S M A L L ” S E AT AT T H E TA B L E
28. Hoteltonight.com 4 taps and 8 seconds to book a room h t t p s : / / w w w. u i e . c o m / b r a i n s p a r k s / 2 0 1 4 / 1 2 / 1 1 / l u k e - w ro b l e w s k i - m o b i l e - b e h a v i o r- a n d - d e s i g n - t re n d s - l i v e /
29. A R E A L S E AT. A D E S I G N E R S E AT.
30. “Good design isn’t about pretty or ugly. It’s not even about usability or intuitive interaction. Good design solves problems. The airlines prove that even the best design techniques are worthless if designers don’t have access to the very root of the problems they’re trying to solve.” - Jeffery Veen, Design Partner at True Ventures 2006 h t t p : / / w w w. v e e n . c o m / j e ff / a rc h i v e s / 0 0 0 8 9 7 . h t m l
32. “[Silicon Valley] didn’t think a designer could build and run a company. They were straight up about it. We weren’t MBAs, we weren’t PhD students from Stanford. Being designers they thought we were people that worked for people that ran companies.” - Brian Chesky (Co-Founder of Airbnb)
35. T H E B U S I N E S S How can I get my company to ship beautiful design?
36. Well what if my company doesn’t think they need to compete on experience and it doesn’t look like they will any time soon?
37. You’ve got two options 1. Leave 2. Disrupt
38. “20% of the top cumulative-funded VC-backed ventures that have raised additional capital since 2013 have designer co-founders” - John Maeda 1. Leave
40. “Top-down sponsorship AND bottom-up effort is essential to make meaningful culture 
 transformation progress.” - Dane Howard 2. Disrupt
41. “People still wonder why I am spending my valuable entrepreneurial years working for a giant organization. Little do they know, the problems inside these companies are as fun to solve as growing a startup.” - Nate Walkingshaw, VP of Product at Pluralsight h t t p s : / / m e d i u m . c o m / @ n w a l k i n g s h a w / d i s r u p t i o n - i n - a n - 8 8 - y e a r- o l d - c o m p a n y - p a r t - i - f 6 3 b 9 d 8 1 1 3 2 c 2. Disrupt
42. T H E J O Y O F H E L P F U L E X P E RT I S E www.experticity.com • @experticity
45. Mfg - Header Store Help | Order Guidelines Enter Keyword Shop Categories Mens Outdoor Performance Action Sports Footwear Womens Outdoor Performance Action Sports Footwear Accessories Outdoor Performance Action Sports Footwear Equipment Youth Category Image Category Name Category Image Category Name Category Image Category Name View All Mens Category Image Category Name Category Image Category Name Category Image Category Name View All Womens Category Image Category Name Category Image Category Name Category Image Category Name View All Accessories Featured Product Ad Space Store Help | Sign In | Sign Up | My Cart 0 Training | Community | Advocacy | My Account
48. Explore Expertise Rewards Sign Up Sign In help Rich Footer Categories - About Company Information Social Connections - Etc. More Product Knowledge. Greater Rewards. Turn brand awareness to brand I-love-it-ness. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. Inspire buyer’s rejoice. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. Donec id elit non mi porta gravida at eget metus. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec id elit non mi porta gravida at eget metus. [First] [Last] Sed posuere consectetur est at lo- bortis. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. [First] [Last] Sed posuere consectetur est at lo- bortis. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. [First] [Last] Sed posuere consectetur est at lo- bortis. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. [First] [Last] Sed posuere consectetur est at lo- bortis. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. 688,000 48,000 354 Retail Sales Experts Retail Locations Brand Partners Sporting Goods 120,000 Experts
53. “To achieve great design, you need great business thinking/doing — to effectively invest in design 
 — and you need great engineering — to achieve unflagging performance” - John Maeda Get Down To Business
54. T H A N K S @ B E N P E C K • @ F R O N T • @ P D A U TA H