FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Exceed the expectations placed on designers and researchers by becoming Business Thinkers. @ryanrumsey www.ryanrumsey.com

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Hi y’all! I’m Ryan Rumsey, Founder at Second Wave Dive @secondwavedive www.secondwavedive.com

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL A few of my past lives Digital Transformation Cultural Transformation Customer Innovation Product Innovation Workforce Innovation Customer Experience User Experience Employee Experience

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Author of “Business Thinking For Designers” www.designbetter.co

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Diving into the deep end of design maturity cause this sh*t is hard. Training and (un)consulting for mid-career professionals and organizations.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Before we get started FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Let’s try an experiment in slid.do.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL XD Summit 2020 Consider the question “What is great design?” In sli.do, enter 4 words that answers this question. Click “send” after each word.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Let’s go! FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Source: https://www.pinterest.com/pin/32580797273738604/ For the last 10 years, Design has been all the rage.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL D Business Engineering Our favorite Venn diagram worked.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Our tools, methods, and reports are now a mainstay.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Design-led companies beat the S&P.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL We have rad case studies from companies that inspire us.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Design execs are now commonplace.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Yay, we did it!!!

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Design has a seat at the table* *That seat might not be what we imagined

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Many business leaders are still struggling to understand the value of design.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Many designers are struggling with realities of organizational change and innovation. Source: https://twitter.com/tomfishburne/status/911252634425683968

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Majority of design teams stuck at maturity levels 2 and 3. A select group of companies are receiving the most value from design for business. Although nearly 80% of companies include design on projects often or almost always, just 5% are empowering design for the greatest benefits, and 41% have significant room to grow. Few benefit most Level 1: Producers 41% of companies More adoption of design More benefits from design Level 2: Connectors 21% of companies Level 3: Architects 21% of companies Level 4: Scientists 12% of companies Level 5: Visionaries 5% of companies *Based on 2,229 respondents 11 Ready to level up? InVision can help. Learn how. Source: https://www.invisionapp.com/design-better/design-maturity-model/

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Investment in design work is often still questioned.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Often resulting in false starts, frustrations, confusion, and turnover.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL For the next ~20 minutes... FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Business-y stuff you should know to elevate your influence. FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 5 Whys, 4 Whats, 3 So Whats, 2 Hows 1 Shape…
 DIVE! Source: Sam Gilbey

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Why(5) in the world do we need to learn more stuff? FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL The expectations of design are not always fully realized. We need to better understand what is expected of us to increase the level of design maturity in our organizations. 1

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Prioritization is really freakin’ hard. We need to know that doing it well requires less finger- pointing.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “For all the value they could create, too often designers appear naive in the face of genuinely understanding cultures of decision-making.” - Dan Hill, Dark matter and trojan horses. A strategic design vocabulary. FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Expects… Schedules Agendas Examples Proof Numbers Expects… Trust & Patience New behavior New thinking “Imagination”
 “Creativity” Design Business Talks about… Innovation Breakthroughs Disruption Results Impact Significant language gaps still remain. We need to speak about the value of design through languages that are already valued. Source: Tom Mulhern and Steve Portigal 2

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL This is not the language of business decision- making. FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Nor is this.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Nope.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Ethics, equity, and compassion matter. We need show how being clear, human, and serving basic needs in difficult times is more than aspirational; they are viable, desirable, and feasible trade-off decisions. 3

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Source: https://theblog.adobe.com/design-ethics-who-designers-really-work-for/ FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL As designers become savvy to how decisions are made, we can better hold our organizations accountable to live up to these values.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL We’re still the new kids on the block. We need to better understand we’re often introducing new culture into existing culture. 4

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “When organizations establish the right conditions for design and make room for it in core processes, they also experience deeper customer understanding, bolder exploration and experimentation, and more informed decisions vetted through the continuous testing and learning process design enables.” - The New Design Frontier by InVision FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “When organizations establish the right conditions for design and make room for it in core processes, they also experience deeper customer understanding, bolder exploration and experimentation, and more informed decisions vetted through the continuous testing and learning process design enables.” - The New Design Frontier by InVision I’ve never seen an organization organically establish these conditions for designers! FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 5 Resilience and compassion are viable options. We need demonstrate how being clear, human, and saving basic needs in difficult times is a viable, desirable, and feasible trade- off decision. Source: Max Whittaker, New York Times

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “We were one of the first to shut down. We might be closer to the last to reopen fully — I don’t really care. We are doing everything we can to ensure that our employees are taken care of in the best way possible and we’ll make those decisions as we come to them.” - Rose Marcario, CEO, Patagonia

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL What (4) business-y things do we need to know? FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Our colleagues are human too. We need to better communicate our value to everyday processes, funding decisions, resource allocations, and overall business viability. Empathy Map Canvas Designed for: Designed by: Date: Version: WHO are we empathizing with? What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? Who is the person we want to understand? What is the situation they are in? What is their role in the situation? GOAL What do they SEE? What do they SAY? What do they DO? What do they HEAR? What do they THINK and FEEL? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and doing? What are they watching and reading? What have we heard them say? What can we imagine them saying? What do they do today? What behavior have we observed? What can we imagine them doing? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? © 2017 Dave Gray, xplane.com Last updated on 16 July 2017. Download a copy of this canvas at http://gamestorming.com/empathy-map/ 1 2 3 4 5 6 7 PAINS GAINS What are their fears, frustrations, and anxieties? What are their wants, needs, hopes and dreams? What other thoughts and feelings might motivate their behavior? 1

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Culture is complex—to get an accurate picture, you need to gauge multiple layers in behavior. COMMUNICATING EVALUATING PERSUADING LEADING DECIDING TRUSTING DISAGREEING SCHEDULING High-Co Indirect Negative Feed Application Hierarc Relationship-b Avoid Confron Flexible Low-Context Direct Negative Feedback Principles-First Egalitarian Consensua Task- Confrontational Linear Time STAKEHOLDER PROFILES

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Change is personal—not evyerone will be buying what you’re selling. Forces for change Forces against ch The proposed change (+5) Degree of influence (+1) (-1) Degree of influe

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL What’s better for customers might not be better for the organization. Customer H&R Block API IRS Employer Bank data Tax refund receipt Customer data transfer Receipt confirmation Employee annual withholdings Employer tax data Employee annual statement Employee tax withholdings Service fee Receipt confirmation Customer tax declaration Additional tax payment Bank Deposit Notification D irect D eposit Preparation fee Audit notification

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Math matters We we need to demystify what leaders mean when they say, “ROI”. Desirability meets viability through numbers and challenge business assumptions, we must start with the math assumptions. 2

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 1. What do I get? 2.How much do I get? 3.When do I get it? 4.How much will it cost? When organizations invest in making new products, executives and sponsors want to know four things.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL In context of a project, ROI is a measure which is used to gauge efficiency or effectiveness of your investment in a project. = - Return Cost Cost ROI X 100%

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL = x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned Math of Retention x

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL = x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned Math of Retention x IF MATH ISN’T SED, IT’S A GUESS

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL = x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned Math of Retention x THERE IS NO W AY TO CALCULATE ALUE OF A GUESS

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Our rationale is as important as our recommendation. We need to add alternative storytelling methods to alternative business situations. Situation Slide 1 Complicatio n Complicatio n Complic n Resolution #1 w/ SWOT Slide 14 Data Slide 3 Data Slide 4 Data Slide 5 Data Slide 7 Data Slide 8 Data Slide 9 Data Slide 11 Data Slide 1 Resolution #2 w/ SWOT Slide 15 Resolu #3 w/ SW Slide 1 3

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Your partners are suffering from decision fatigue Source: www.webcomicname.com

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “…your partners need to know why you decided to tell the story in a particular way so they can better understand your rationale and argument.” - Ryan Rumsey, Business Thinking for Designers

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL What narrative storytelling delivers in inspiration, it misses in expressing the business reasoning of the storyteller.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Situation Slide 1 Complication Slide 2 Complication Slide 6 Complica Slide 1 Resolution #1 w/ SWOT Slide 14 Data Slide 3 Data Slide 4 Data Slide 5 Data Slide 7 Data Slide 8 Data Slide 9 Data Slide 11 Data Slide 12 Resolution #2 w/ SWOT Slide 15 Resolut #3 w/ SW Slide 1 In circumstances where organization trust is still an issue, this is particularly important!

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Problem-solving from different viewpoints does not address the complexities of behavior change. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Helpful To achieving the objective Harmful To achieving the objective Internal attributes of the organization External attributes of the environment SWOT Analysis

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Transformation, Innovation, and Reorgs are all fancy words for behavior change.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL We help create competitive advantages. We need to frame how alternate designs impact alternate business outcomes. 4

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Not all organizations need the same level of design maturity to be successful.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL If we , then we will , which will Increase accessibility Reduce errors Decrease friction , and will , which , so that Reduce cognitive load Improve quality of services provided in the end we . Increase revenues from new customers Cause and effect models show how those competitive advantages come about.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Test A Test B Option A: Quicker to market, reduced growth returns, maintain credibility with customers Option B: Slower to market, larger growth returns, additional costs, increased credibility Quicker to market Smaller returns Affordable Maintain credibility ROI in 6 months Reduced target goal Slower to market Larger returns Additional up-front costs Increased credibility ROI in 18 months Closer to target goal + 150 users Reduce errors in on-boarding by 10% Increase growth by 10% - 5% + 400 users Increase time-on- task for product selection by 10% Increase growth by 10% + 23 seconds There are six ways to Sunday.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL So what (3) might happen if you learn this stuff? FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “The team gained more clarity because we had shared understanding on how to work as a partnership.” - L.M., Sr. Product Designer TRUST 1

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “I feel powerful! I finally have the framework and way to visually organize and communicate a design strategy.” - S.M., Product Design Director CONFIDENCE 2

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “Our partners are coming to us directly, from the start, to help them make key decisions.” - V.C., Design Lead MATURITY 3

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL How (2) can we start connecting the dots? 2 FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Become a historian. We need to research, study, analyze, interpret, and document what happened with previous attempts before we attempt something new. Source: www.markettoonist.com 1

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Says Does Thinks & Feels Hears What have we heard them say? What can we imagine them saying? What are their wants, needs, hopes and dreams? What are their fears, frustrations, and anxieties? What are they hearing others say? What are they hearing from colleagues? What are they hearing second-hand? What do they do today?
 What behaviors have we observed? What can we imagine them doing? We know how to do this.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Pivot from buy-in to buying. We need to sell outcomes that relieve partner pains, create organizational gains, and ensure it aligns with our value systems— test with Sidekicks, scale with Champions. Source: www.markettoonist.com 2 CHALLENGERS CHAMPIONS SAY-NOS SIDEKICKS (-) Willing to Experiment (+) (-) Power and Influence (+) Stakeholder Map

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Design Value Activities For this partner… Who is trying to do… And is frustrated by… And will see success as… We provide this value… And use these prompts… At these times… To result in this behavior… The Product Manager

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL The shape (1) of the design approach. FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand People Behavior Systems Skills Models Strategies Empathy Map Canvas Designed for: Designed by: Date: Version: WHO are we empathizing with? What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? Who is the person we want to understand? What is the situation they are in? What is their role in the situation? GOAL What do they SEE? What do they SAY? What do they DO? What do they HEAR? What do they THINK and FEEL? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and doing? What are they watching and reading? What have we heard them say? What can we imagine them saying? What do they do today? What behavior have we observed? What can we imagine them doing? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? © 2017 Dave Gray, xplane.com Last updated on 16 July 2017. Download a copy of this canvas at http://gamestorming.com/empathy-map/ 1 2 3 4 5 6 7 PAINS GAINS What are their fears, frustrations, and anxieties? What are their wants, needs, hopes and dreams? What other thoughts and feelings might motivate their behavior?

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand People Behavior Systems Skills Models Strategies COMMUNICATING EVALUATING PERSUADING LEADING DECIDING TRUSTING DISAGREEING SCHEDULING High-Context Indirect Negative Feedback Application-First Hierarchical Top- Relationship-based Avoid Confrontation Flexible Time Low-Context Direct Negative Feedback Principles-First Egalitarian Consensua Task- Confrontational Linear Time STAKEHOLDER PROFILES

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand People Behavior Systems Skills Models Strategies Forces for change Forces against change The proposed change (+5) Degree of influence (+1) (-1) Degree of influence (-5)

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand People Behavior Systems Skills Models Strategies

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand People Behavior Systems Skills Models Strategies Customer H&R Block API IRS Employer Bank Tax refund Customer data Receipt Employee annual Employer tax Employee annual Employee tax Service Receipt Customer tax Additional tax Bank Deposit D irect Preparation Audit

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand People Behavior Systems Skills Models Strategies Financial Perspective Customer Perspective Operations Perspective Learning & Growth Perspective Reduce costs to produce Maximize use of existing assets Increase revenues from new Increase revenues from new Increase number of products Maintain customer retention Improve quality of services provided Understand accessibility gaps Identify product Increase velocity to market Duplicate working processes Assemble R&D focus units Accelerate Design Enhance Business 101 Cultivate cultural shifts Ensure compliance To remain in business, what are the things we must do: Generate revenue? Growth? Reduce Costs? Retain Users? To meet a financial objective, what are the things we need to give to customers to satisfy them? (Hint: Value Prop) To meet a customer objective, what are the things we need to do To meet an operational objective, what are the things we need to develop, learn, and grow internally?

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand Reflect

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Reflect VERY EXCITED HARD TO DO 3 VERY EXCITED EASY TO DO 1 LITTLE EXCITEMENT HARD TO DO 4 LITTLE EXCITEMENT EASY TO DO 2 Fogg Behavior Model 2x2 Grid Motivations Abilities Prompts

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand Reflect Remix

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Remix Structures Processes Tools Methodologies Ceremonies Practices Situation Slide 1 Complicatio n Complicatio n Complicatio n Resolution #1 w/ SWOT Slide 14 Data Slide 3 Data Slide 4 Data Slide 5 Data Slide 7 Data Slide 8 Data Slide 9 Data Slide 11 Data Slide 12 Data Slide 13 Resolution #2 w/ SWOT Slide 15 Resolution #3 w/ SWOT Slide 16

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Prioritize Problems Research Synthesize Ideate Iterate & Implement Is this product worth suporting? Remix Structures Processes Tools Methodologies Ceremonies Practices

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Remix Structures Processes Tools Methodologies Ceremonies Practices

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Remix Structures Processes Tools Methodologies Ceremonies Practices

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Remix Structures Processes Tools Methodologies Ceremonies Practices

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Product Score 84.00% B Usability 86.9% B Functionality 91.9% A Credibility 64.5% D Awareness 87.9% B Product Score 84.00% B Usability 86.9% B Functionality 91.9% A Credibility 64.5% D Awareness 87.9% B T T c Too Dia Remix Structures Processes Tools Methodologies Ceremonies Practices

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Understand Reflect Remix 1

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Wait, what about that experiment? FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Reviewing the answers for “What is great design?”

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Why might business leaders and partners struggle with these answers?

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL When we’re not aligned, they think we’re just making things up.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL This experiment was not about what great design is—it was about seeing with new eyes.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Takeaways FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Anticipate the needs and behaviors of your colleagues; they’re human too.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Visualize your business to learn your business.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Create competitive advantages with meaningful, productive, ethical, and transformative design.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Use languages that are valued and understood to communicate the value of design.

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL January, 2021 Strategic Business Thinking for Designers DURATION: Six weeks; 6-8 hrs/week FORMAT: Virtual Classroom AVAILABILITY: 18 participants January 2021 Strategic Business Thinking for Designers Format: Virtual classroom; Duration: Six weeks; 6-8 hrs/week Availability: 18 participants

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Be the first to know. www.secondwavedive.com/newsletter Strategic Business Thinking for Designers The Design Stracademy —time to break the status quo. Dates: January 2021 Format: Virtual classroom; Duration: Six weeks; 6-8 hrs/week Availability: 18 participants

FRESH2DESIGN | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Elevate your influence, keep your design soul. Thanks for your time. Be safe and well. www.ryanrumsey.com www.secondwavedive.com