Realising the full potential of design

Most companies now accept that they need design and that creativity contributes to profitability. However, large organisations still find it difficult to realise the true potential of their design teams because the creative process seems cloaked in magic. That leads to tensions between design and other business functions that can compromise the work of an otherwise outstanding group of designers.

Worse still, some design teams never work at their full potential because they are handed preconceived (and inadequate) solutions that they then have to 'design'. This isn't just demoralising for a design team, it has a business impact by stifling the opportunity to apply design thinking to strategic issues.

There are things that designers of all levels can do to establish design thinking and design methods. Paul-Jervis will explore this topic drawing on a combination of case studies, research and his own experience of establishing design thinking and design methods in large organisations in the technology, finance, retail, travel, healthcare and academic sectors.

Transcript

1. Realising the Potential of Design. Presented by Paul-Jervis Heath, Founding Principal of Modern Human on Friday, 20 June 2014 at UX Scotland. @pauljervisheath #UXScot
2. Hi, I’m Paul-Jervis Heath and I’m a designer and innovation consultant. @pauljervisheath #UXScot
3. From the lofty ideals of Modernism to the commercial realities of our everyday post- industrial existence. @pauljervisheath #UXScot
4. NO CONSCIOUS DESIGN STYLE FORM & FUNCTION PROBLEM SOLVING FRAMING Design redefines the challenges facing an organisation. Design provides new opportunities by solving existing problems. Design makes things work better. Design makes things look better. Design value isn’t recognised. Source: Design maturity continuum by Jess McMullin http://bit.ly/1niPi06 @pauljervisheath #UXScot
5. @pauljervisheath #UXScot @pauljervisheath #UXScot
6. NO CONSCIOUS DESIGN STYLE FORM & FUNCTION PROBLEM SOLVING FRAMING Design redefines the challenges facing an organisation. Design provides new opportunities by solving existing problems. Design makes things work better. Design makes things look better. Design value isn’t recognised. Source: Design maturity continuum by Jess McMullin http://bit.ly/1niPi06 @pauljervisheath #UXScot
7. Recast the brief. Identify opportunities to design strategically. @pauljervisheath #UXScot
8. Change the discussion from deliverables to process or outcomes. @pauljervisheath #UXScot
9. Be an intrapreneur. @pauljervisheath #UXScot
10. Photo credit Flickr user Anna L Martin - http://bit.ly/1hOknrj 114 libraries 8m volumes in the University Library 6,000 academic staff 18,500 students
11. Assemble a cast. @pauljervisheath #UXScot
12. LOW Interest LOW Influence HIGH Interest LOW Influence HIGH Interest HIGH Influence INFLUENCE INTEREST LOW Interest HIGH Influence @pauljervisheath #UXScot
13. Don’t feed the beast. @pauljervisheath #UXScot
14. Allow time for iteration. @pauljervisheath #UXScot
15. Reveal the magic. @pauljervisheath #UXScot
16. The myth of the Eureka moment.
17. Architects vs. Scientists: synthesis as a creative problem-solving strategy. @pauljervisheath #UXScot Photo credit Flickr user kakakakatie1983 - http://bit.ly/OMU2Sb
18. Build design resources over time. @pauljervisheath #UXScot Photo credit Flickr user Jeni Rodger - http://bit.ly/OMU2Sb
19. • Work out your organisations design maturity. • Always act strategically. • Change the discussion from deliverables to process or outcomes. • Be an intrapreneur. • Assemble the right cast. Wait! What did he say?
20. • Don’t feed the beast. • Allow time for iteration. • Reveal the magic of design and don’t buy into the myths. • Build design resources over time. Wait! What did he say?
21. Paul-Jervis Heath paul@modernhuman.co @pauljervisheath MODERN HUMAN. We use human-centred design to help businesses invent their future. We’re a design practice & innovation consultancy. Find out more at http://modernhuman.co We love our ideas to spread. That’s why this presentation is released under a Creative Commons Attribution-NonCommercial- ShareAlike (CC-BY-NC-SA) license. This license allows you and others to remix, tweak, and build upon this work non- commercially. When you do you must acknowledge us, Modern Human, and license any new creations under the identical terms. When in doubt, just ask us. We won’t bite.