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
   

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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
   

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3. VS
   

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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
   

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5. T H E S E AT
   What’s the biggest complaint designers have?
   I don’t have a seat at the table.
   

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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
   

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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
   

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9. Ratio for Experticity,
   Design-Conscious Late Stage Companies
   1:4
   Designer : Engineers
   

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10. Ratio for Instructure,
    Design-Conscious Late Stage Companies
    1:6
    Designer : Engineers
    

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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.
    

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12. A B E A N B A G I N T H E H A L LWAY,
    

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13. A “ S M A L L ” S E AT AT T H E TA B L E ,
    

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14. O R A R E A L S E AT, A D E S I G N E R S E AT.
    

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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 )
    

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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?
    

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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 /
    

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23. A B E A N B A G I N T H E H A L LWAY
    

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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 /
    

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26. A “ S M A L L ” S E AT AT T H E TA B L E
    

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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 /
    

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29. A R E A L S E AT. A D E S I G N E R S E AT.
    

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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
    

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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)
    

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35. T H E B U S I N E S S
    How can I get my company to ship beautiful design?
    

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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?
    

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37. You’ve got two options
    1. Leave
    2. Disrupt
    

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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
    

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40. “Top-down sponsorship AND bottom-up effort is
    essential to make meaningful culture 

    transformation progress.”
    - Dane Howard
    2. Disrupt
    

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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
    

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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
    

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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
    

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54. T H A N K S
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