Good Design is Good Business

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GOOD DESIGN IS GOOD BUSINESS C. Todd Lombardo Adjunct Professor -‐ IE Business School Innova9on Architect -‐ Constant Contact’s InnoLo= @iamctodd

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”WE WEREN’T MBAS, WE WEREN’T TWO 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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Source: @kpcb @johnmaeda @jshoee @wired #DesignInTech h

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Source: h

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How do you measure design?

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I CAN’T MEASURE THAT STUFF THE DESIGN TEAM DOES. ALL I KNOW IS THAT EVERY TIME YOU DO IT, OUR CUSTOMERS SEE AND UNDERSTAND THE DIFFERENCE, AND WE SELL MORE.. THAT’S VALUE. Bob Schwartz, Global Design & UX, GE Healthcare ”

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Source: dmi.org

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”THIRTEEN (10%) OF THE 2014 FORTUNE 125 COMPANIES HAVE EXECUTIVE-LEVEL POSITIONS OR CEO SUPPORT FOR DESIGN. John Maeda, KPCB Design Partner

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MAKE THINGS PEOPLE WANT MAKE PEOPLE WANT THINGS

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13 RESEARCH INSIGHTS IDEATION PROTOTYPE TEST

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How “baked-‐in” is design?

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Source: h

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131,000 $73.02Bn $558,015 460 $7,619,047 $3.2Bn Source: Yahoo Finance, Google, Honeywell Employees Enterprise Value Value/Employee

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Not just design: design + business

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Source: h

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..FOR EVERY £1 SPENT ON DESIGN, BUSINESSES SEE A £4 INCREASE IN NET OPERATING PROFIT. ” Design Council, UK 2013 Study

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When it doesn’t work

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Design thinking in enterprise

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H4 H3 Innovation Emerging Scaling Operating Problem/Solution Product/Market Efﬁciency (core) H2 H1 Scale

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H4 H3 H2 H1 Product Development Innova6on Services Startup Accelerator DESIGN SPRINTS, WORKSHOPS, EVENTS FIVE EXTERNAL STARTUPS

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Empathize Define Prototype Test Ideate Discovery Interpretation Experimentation Evolution Ideation

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CORE DUAL-OPERATING SYSTEM TODAY NEW FUTURE

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IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK AT THE COST OF BAD DESIGN. ” Ralph Speth, CEO Jaguar

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C. Todd Lombardo Adjunct Professor -‐ IE Business School Innova9on Architect -‐ Constant Contact’s InnoLo= @iamctodd

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LEARN MORE ctlombardo@faculty.ie.edu @iamctodd Early Release on O’Reilly Media designsprintbook.com