Designing for Impact

859a039e66a4508596c0b5200860fb99?s=47 Emily Campbell
October 02, 2019

Designing for Impact

Design is at a pivotal moment. Our influence within the business is growing, our skills are in higher demand as problems grow more complex, and companies across size and industries are asking themselves: how do we increase the impact of design? Explore the drivers of design maturity through the lens of research, drawing from two major reports released last year, and from stories of success to learn how highly design-mature companies manage, evangelize, and practice design.

859a039e66a4508596c0b5200860fb99?s=128

Emily Campbell

October 02, 2019
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Transcript

  1. Designing for Impact Emily Campbell, InVision

  2. Hello!

  3. None
  4. design experiences

  5. impact experiences

  6. Those who impact the experiences of others

  7. experiences

  8. experiences

  9. experiences

  10. experiences

  11. experiences

  12. digital design shapes our experiences

  13. our experiences hold value

  14. 80% Companies that lead in customer experience outperform laggards by

    nearly 80% (Forrester) value
  15. 84% Companies that work to improve their customer experience report

    an 84% increase in their revenue 
 (Dimension Data)
  16. 96% 96% of customers say customer experience is important in

    their choice of loyalty to a brand (Microsoft)
  17. our experiences hold value

  18. Those who impact the experiences of others

  19. impact

  20. What is the impact
 of design?

  21. Design as craft

  22. Design as storytelling

  23. Design as systems

  24. Design as strategy

  25. Design as culture

  26. Practices Platform People

  27. Practices Platform People

  28. To inspire change To build coalitions To scale value

  29. Words matter!

  30. Choose your words wisely

  31. Choose your battles wisely

  32. “Language is the material of intent.” - Abby Covert, How

    to Make Sense of Any Mess
  33. Your intent will reflect in your outcome

  34. Prototype to learn

  35. None
  36. Prototypes exist to be thrown away

  37. Prototype questions, not answers

  38. Questions are cheap

  39. Questions are cheap
 Assumptions are not

  40. Systems show their work

  41. #DesignExchange Design is a super power

  42. Incentives
 Bias
 Values
 Mental Models

  43. Conway’s Law The systems of an organization reflect in its

    product
  44. The system always kicks back

  45. Culture is a product

  46. None
  47. Stop solving the symptoms

  48. Cure the disease

  49. Find your tribe

  50. None
  51. None
  52. None
  53. The team is the unit of innovation

  54. What is the impact
 of design?

  55. Applying creativity to change the experiences of others

  56. experience

  57. You’ve got this

  58. Thank you! @InVisionApp