The Centrality of Design—AwwwardsAMS

Design has transformed from an afterthought to a prerequisite. People now expect beautiful, well-designed product experiences. Successful organizations have Design in their DNA from the start. Designers are now Founders or Executives shaping the product as well as the company. Josh will talk about the value of Design in leadership positions, how to infuse a company with Design, and why Design is equally dependent on Business and Engineering.

From Awwwards Amsterdam 2016

Transcript

1. The Centrality of Design Objectified by Gary Huswit
7. Design Has Transformed From An Afterthought To A Prerequisite
8. Design Has Transformed From An Afterthought To A Prerequisite
11. Source http://kcpb.com/design Design M&A in Tech Frog Design acquired by FLEXTRONICS 2004 TAT acquired by RIM 2010 Sofa acquired by FACEBOOK 2011 Method acquired by GLOBALLOGIC 2011 Helicopter acquired by ONE KINGS LANE 2011 Mike & Maaike acquired by GOOGLE 2012 Bolt Peters acquired by FACEBOOK 2012 80/20 acquired by SQUARE 2012 Fjord acquired by ACCENTURE 2013 Hot Studio acquired by FACEBOOK 2013 Jet Cooper acquired by SHOPIFY 2013 Carbon Design acquired by OCULUS/FB 2014 Gecko Design acquired by GOOGLE 2014 Adaptive Path acquired by Capitol One 2014 Teehan+Lax acquired by FACEBOOK 2015 Spring Studio acquired by BBVA 2015 Lunar Design acquired by MCKINSEY 2015 Chaotic Moon acquired by ACCENTURE 2015
12. Not Just Studios, It’s The Tools Too! Source http://kcpb.com/design PushPop Press Acquired by Facebook 2011 Pixate Acquired by Google 2015 Form Acquired by Google 2015
13. DMI’s 2014 Design Value Index Design-conscious Companies: Apple Coca-Cola Ford Herman-Miller IBM Intuit Newell-Rubermaid Nike Procter & Gamble Starbucks Starwood Stanley Black & Decker Steelcase Target Walt Disney Whilrpool 0 5000 10000 15000 20000 25000 30000 35000 40000 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 S&P 500 DVI 219% $ $ $ $ $ $ $ $
14. Walmart, ExxonMobil, Chevron, Berkshire Hathaway, Apple, Phillips 66, General Motors, Ford Motor, General Electric, Valero, AT&T, CVS Caremark, Fannie Mae, United Health Group, McKesson, Verizon Communications, HP, JPMorgan Chase & Co., Costco , Express Scripts, Bank of America, Cardinal Health, IBM, Kroger, Marathon Petroleum, Citigroup, ADM, Amerisourcebergen, Wells Fargo, Boeing, Procter & Gamble, Freddie Mac, The Home Depot, Microsoft, Amazon.com, Target, Walgreens, WellPoint, Johnson and Johnson, AIG, State Farm, MetLife, PepsiCo, ComCast, United Technologies, Google, ConocoPhillips, Dow Chemicals, Caterpillar, UPS, Pfizer, Lowe's, Intel, Energy Transfer Equity, Cisco, Enterprise Products Partners, Aetna, The Coca-Cola company, Lockheed Martin, Best Buy, Disney, CHS, Sysco, FedEx , Merck & Co Inc, INTL FCStone, Safeway, Johnson Controls, Ingram Micro, Plains All American Pipeline, World Fuel Services, Prudential, Humana, Goldman Sachs, Tesoro, Liberty Mutual Insurance Group, Honeywell International, United Continental Holdings, HCA, Deere & Company, Delta Air Lines, Oracle, Morgan Stanley, Hess, 20th Century Fox film company, DuPont, Sears Holdings Corporation, New York Life Insurance, Mondelez International, American Express, Nationwide Mutual Insurance Company, Allstate, Tyson Foods, Supervalu, TIAA-CREF, Massachusetts Mutual Life Insurance, CIGNA Corp, DirecTV, General Dynamics, Philip Morris International, 3M Company, Time Warner Inc., Halliburton Company, Publix Super Markets, Inc., International Paper Company, McDonald’s Corporation, Macy’s Inc., The TJX Companies, Inc., Fluor Corporation, Northwestern Mutual Life Insurance Company, Inc., Tech Data Corporation, American Airlines Group Inc., The Hartford Financial Services Group, Inc., The Travelers Companies, Inc., Nike, Inc. Occidental Petroleum Corporation, Avnet, Inc., Rite Aid Corporation, Exelon Corporation, Qualcomm, Inc., Emerson Electric Co., Northrop Grumman Corporation, Duke Energy Corporation, Capital One Financial Corporation, Aflac Inc., Raytheon Company, Staples, Inc., EMC Corporation, … 1 In 10 Fortune 100 Companies Have Executive-Level Positions or CEO Support For Design
15. 1 In 10 Fortune 100 Companies Have Executive-Level Positions or CEO Support For Design Walmart, ExxonMobil, Chevron, Berkshire Hathaway, Apple, Phillips 66, General Motors, Ford Motor, General Electric, Valero, AT&T, CVS Caremark, Fannie Mae, United Health Group, McKesson, Verizon Communications, HP, JPMorgan Chase & Co., Costco , Express Scripts, Bank of America, Cardinal Health, IBM, Kroger, Marathon Petroleum, Citigroup, ADM, Amerisourcebergen, Wells Fargo, Boeing, Procter & Gamble, Freddie Mac, The Home Depot, Microsoft, Amazon.com, Target, Walgreens, WellPoint, Johnson and Johnson, AIG, State Farm, MetLife, PepsiCo, ComCast, United Technologies, Google, ConocoPhillips, Dow Chemicals, Caterpillar, UPS, Pfizer, Lowe's, Intel, Energy Transfer Equity, Cisco, Enterprise Products Partners, Aetna, The Coca-Cola company, Lockheed Martin, Best Buy, Disney, CHS, Sysco, FedEx , Merck & Co Inc, INTL FCStone, Safeway, Johnson Controls, Ingram Micro, Plains All American Pipeline, World Fuel Services, Prudential, Humana, Goldman Sachs, Tesoro, Liberty Mutual Insurance Group, Honeywell International, United Continental Holdings, HCA, Deere & Company, Delta Air Lines, Oracle, Morgan Stanley, Hess, 20th Century Fox film company, DuPont, Sears Holdings Corporation, New York Life Insurance, Mondelez International, American Express, Nationwide Mutual Insurance Company, Allstate, Tyson Foods, Supervalu, TIAA-CREF, Massachusetts Mutual Life Insurance, CIGNA Corp, DirecTV, General Dynamics, Philip Morris International, 3M Company, Time Warner Inc., Halliburton Company, Publix Super Markets, Inc., International Paper Company, McDonald’s Corporation, Macy’s Inc., The TJX Companies, Inc., Fluor Corporation, Northwestern Mutual Life Insurance Company, Inc., Tech Data Corporation, American Airlines Group Inc., The Hartford Financial Services Group, Inc., The Travelers Companies, Inc., Nike, Inc. Occidental Petroleum Corporation, Avnet, Inc., Rite Aid Corporation, Exelon Corporation, Qualcomm, Inc., Emerson Electric Co., Northrop Grumman Corporation, Duke Energy Corporation, Capital One Financial Corporation, Aflac Inc., Raytheon Company, Staples, Inc., EMC Corporation, …
16. Nike’s CEO is a Designer
17. Just Design It
18. Source http://kcpb.com/design 27 startups were co-founded by designers 13 creative agencies were acquired by tech co’s In the last 4 years… 5 of those 27 have raised more than $2.75 billion
19. 6 venture capital firms invited designers onto their teams—for the first time. Source http://kcpb.com/design And just this last year…
20. Business Schools Are Embracing Design Source http://kcpb.com/design Business Week 2014 Rank FT (Global) 2015 Duke 1 Harvard Pennsylvania 2 London Business School Chicago 3 Pennsylvania Stanford 4 Stanford Columbia 5 INSEAD Yale 6 Columbia Northwestern 7 IESE Business School Harvard 8 MIT Michigan 9 Chacago Carnegie Mellon 10 Berkeley
21. Our goal is to design everything so it's beautifully simple. 
 —Larry Page
22. When The CEO Gets Design, Things Go Fast Our goal is to design everything so it's beautifully simple. —Larry Page
23. The Interface Is The Brand
24. The Interface Is The Brand
25. The Interface Is The Brand
26. Design Leadership
27. 90% of the work of being a UX designer is evangelism. 
 —David Malouf
28. Words Are Important.
29. Reversing The Stereotype.
33. How To Infuse A Company With Design
34. Sketch Together
35. Prototype All The Things!
36. Prototyping Comes of Age Is In It’s Awkward Teenage Years* *This is a really, really good thing. People not only see the value of prototyping, but are investing in it as well.
37. Design Your Meetings
38. Observe & Question
39. There Is No UX, There’s Only UX
41. Find Alignment
42. Understand Business & Technical Needs
43. Source: @kpcb @johnmaeda #DesignInTech https://www.youtube.com/watch?v=lJx6cF-H__I 15 Combining Design, Tech, and Business: Example 1 (21st c) Thursday, August 04, 2011 Katie Marsal, AppleInsider.com Ultrabook Makers squeezed by Apple's Control of Metal Chassis Supply November 03, 2011 Adam Satariano and Peter Burrows, Bloomberg Apple's Supply-Chain Secret? Hoard Lasers June 25, 2012 Jay Yarow and Seth Fiegerman, Business Insider How Apple's Decision To Buy Aluminum From Australia Forced Microsoft To Build Its Own Tablet Apple’s Macbook unibody was released in 2008 and enabled removing nearly 50% of the parts needed from the previous generation.
44. Exercise Restraint
45. Demystify Failure
46. The life of a designer is a life of fighting against the ugliness. 
 —Massimo Vignelli
47. Thank you!