Designers, Meet Your Business; Beyond Summit 2019

Designers have the ability to influence outcomes in ways no other function can. We have the power to impact the professional and personal worlds we want to live in. To be recognized for these broader problem solving skills and level-up our value and impact, we need to improve our ability to communicate business value in languages that are valued. We need to better anticipate the needs of the businesses we’re in.

In this talk, Ryan shares pragmatic steps designers and design teams can take to develop business dialects, lessons he’s learned along the way, and how designers can apply these lessons to contexts specific to the particular places we work.

Transcript

1. DESIGNERS, MEET YOUR BUSINESS Develop a business perspective to prepare your org for the transformation it seeks BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Ryan Rumsey CEO/Founder, Second Wave Dive LLC @ryanrumsey
2. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Hello. I’m Ryan.
3. Previous experience | BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
4. UX CX BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS EX
5. The perceived value customers have in interactions with a company. The perceived value users have in interactions with a product or service. UX CX BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS The perceived value employees have in interactions with a company. EX
6. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Digital Transformation Culture Transformation Product Innovation Customer Innovation Workforce Innovation
7. My job was to get organizations ready for the empowered product team models they wanted. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
8. Current experience | BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
9. I prepare product and design leaders, and their organizations, to be ready for the empowered, product team model. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
10. DESIGN MEETS BUSINESS - COURSE CURRICULUM Develop a business perspective Transcribe design value to translate business impact Communicating business trade-offs Week 1: Colleague-Centered Design • Start with empathy • Create a partner profile • Identify your champions, challengers, sidekicks, and saynos • Map the behaviors around you • Dive into the model and strategy Week 3: Objectives & Measures • A “balanced” approach for great design • POKR; taking OKRs to the next level • Mapping design value to business value Week 5: Prepping the pitch • Beyond Principles, creating a common agenda • Business storytelling vs. Visual Storytelling • Identifying risk and opportunities • Presenting trade-off scenarios Week 2: The Value Prop of Design • Scrutinize your engagement approach • Change dimensions to innovate • Create an activity value matrix • Test your assumptions with the visitor mindset Week 4: Business math • Let’s talk ROI • Working with business math • Prototyping with numbers • Test plans to validate design decisions Week 6: When and who • Finding a wounded product • Preparing for a negotiation • Capturing innovation ambition • Using a Design Sprint to level-up the design team Boutique programs, workshops, and communities BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
11. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS For the next 40 minutes, let’s talk about preparing your organization for the transformation it seeks.
12. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Business stuff you should know. https://www.reddit.com/r/reactiongifs/comments/5tqktd/mrw_i_cant_find_the_tv_remote_but_my_show_starts/ BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
13. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS http://wolf-sheep20.tumblr.com/post/45480229605/homestuck-gif-challenge BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
14. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS The goals of this session: 1. WHY it’s important to develop a business perspective; 2. WHAT we need to know to get started; 3. HOW might we start gaining these skills; and 4. LESSONS to take home
15. Why in the world do we need to know business stuff? BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
16. Design is all the rage right now BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
17. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Design Business Engineering Our favorite Venn is working!
18. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS
19. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS
20. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS
21. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS
22. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Source: https://www.!ickr.com/photos/89228431@N06/11080482376; https://www.!ickr.com/photos/k2space/14257556613; https://commons.wikimedia.org/wiki/File:Poker_Table.jpg
23. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
24. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS “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.
25. Ethics, diversity, and inclusion matter BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
26. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Source: https://theblog.adobe.com/design-ethics-who-designers-really-work-for/
27. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Source: https://theblog.adobe.com/design-ethics-who-designers-really-work-for/
28. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Source: https://theblog.adobe.com/design-ethics-who-designers-really-work-for/ BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
29. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need to show why these are more than aspirations and how they are viable business decisions.
30. The expectations of design are not always fully realized. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Source: Pablo Stanley; https://thedesignteam.io/the-brainstorm-session-4eb5fc03eab3
31. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Organizations are hiring designers to create the most seamless, beautiful, engaging, and organic customer experiences.
32. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Many organizations aren’t prepared to trust designers beyond aesthetics or problem solving techniques…
33. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Often resulting in false starts, team frustrations, colleague and stakeholder confusion, and costly missteps.
34. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need to better understand what is expected of you to increase the level of design maturity in your organization.
35. Language gaps remain. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Source: Ellen Lupton, http://www.publicseminar.org/2015/12/designing-the-humanities/; https://www.istockphoto.com/portfolio/sborisov
36. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT Words are funny.
37. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Same words, different expectations Expects… Schedules Agendas Examples Proof Numbers Expects… Trust & Patience New behavior New thinking “Imagination”
 “Creativity” Design Business Talks about… Innovation Breakthroughs Disruption Results Impact Source: Tom Mulhern and Steve Portigal
38. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Overlaps and gaps in meaning There are some overlaps—and some gaps. BUSINESS STRATEGY XD STRATEGY COMPETITIVE FORCES ? What’s happening around us? MARKET OPPORTUNITY HUMAN INSIGHTS What do people need? DIFFERENTIATION XD CHARACTERISTICS How can we uniquely help? ? INSPIRATION & VISION What would that look like? A PLAN XD BREADTH & DEPTH What do we need to do? Source: Leah Buley
39. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS This is not the language of business decision-making GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
40. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Nor is this… GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
41. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need to speak about the value of design through languages that are already valued.
42. What do we need to know? BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
43. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Your job is to create competitive advantage 1
44. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Design Business Engineering Let’s make an assumption
45. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Design Business Engineering Let’s make an assumption Innovation
46. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility Innovation Let’s make an assumption
47. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility Where design divides, desire unites Innovation
48. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS “Innovation” does not speak to viability Desirability Viability Feasibility Innovation
49. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS What makes an innovation successful?
50. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Innovation Source: Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.
51. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Radical Incremental Innovation Source: Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.
52. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Radical Incremental Improvements within a given frame of solutions (i.e., “doing better what we already do”) A change of frame (i.e., “doing what we did not do before”) Innovation Source: Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.
53. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Radical Incremental Improvements within a given frame of solutions (i.e., “doing better what we already do”) A change of frame (i.e., “doing what we did not do before”) Innovation NOVEL UNIQUE ADOPTED Source: Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.
54. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Radical Incremental Improvements within a given frame of solutions (i.e., “doing better what we already do”) A change of frame (i.e., “doing what we did not do before”) Innovation NOVEL UNIQUE ADOPTED Source: Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.
55. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS 96% of radical innovations fail due to lack of adoption! Source: Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.
56. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need innovations so desirable, they drive adoption.
57. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility This diagram is great for a town hall; terrible for making decisions!
58. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility This Venn means many different things to different people
59. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility This Venn means many different things to different people Is it an eye- roll? Is it Design Thinking? Is it UX? Is it Product Management? Is it Innovation?
60. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS
61. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS HOW ARE THESE COMPANIES SUCCEEDING?
62. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility Innovation is a means to an end.
63. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility Innovation is a means to an end. Innovations to gain competitive advantage
64. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need innovations so desirable, they create competitive advantage.
65. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility Innovations are specific to your context
66. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility Innovations are specific to your context Creating a competitive advantage
67. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Innovations, products, or services are one approach to “win” Company Strategy Business Strategy Mission and Vision Portfolio Strategy Financial Strategy Organizational Design Vision and goals Where to play Roadmap to deliver How to win
68. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Innovations, products, or services are one approach to “win” Company Strategy Business Strategy Mission and Vision Portfolio Strategy Financial Strategy Organizational Design Vision and goals Where to play Roadmap to deliver How to win Creating a competitive advantage
69. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Companies have specific strategies to how to “win” Company Strategy Business Strategy Mission and Vision Portfolio Strategy Financial Strategy Organizational Design Vision and goals Where to play Roadmap to deliver How to win
70. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Companies have specific strategies to how to “win” Company Strategy Business Strategy Mission and Vision Portfolio Strategy Financial Strategy Organizational Design Vision and goals Where to play Roadmap to deliver How to win Creating a specific competitive advantage
71. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility Competitive advantages are specific to your workplace
72. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS From: What innovation is To: The specific competitive advantages innovation provides
73. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need innovations so desirable, they create adopted, competitive advantages for your company.
74. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Design maturity is related to the biz model and strategy 2
75. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Dell has a different strategy than Apple
76. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Dell’s model is to provide direct-to-consumer products at affordable prices.
77. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Apple’s model is to provide direct-to-consumer products at premium prices.
78. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Dell’s strategy is to provide affordable and highly customizable products to consumers quickly through a top-notch supply chain and logistics operation.
79. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Apple’s strategy is to provide premium and easy- to-use products to consumers through integrated systems, high quality buying experiences, and innovative design.
80. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Dell does not need the same level of design maturity as Apple to be successful.
81. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Math matters 3
82. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS http://wolf-sheep20.tumblr.com/post/45480229605/homestuck-gif-challenge BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
83. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability meets viability through numbers.
84. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Start with math assumptions to challenge business assumptions.
85. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned
86. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned IS MATH BEING USED?
87. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned IF MATH ISN’T USED, IT’S A GUESS
88. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned THERE IS NO WAY TO CALCULATE ROI OF A GUESS
89. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned IT’S YOUR JOB TO IGLIGHT THIS AS A RISK!
90. How might we develop these skills? BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
91. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Approach it like a new language. 1
92. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
93. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Listen to the story being told instead of gasping at fonts, colors, and layouts.
94. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Reuse what works well rather than reinventing the wheel
95. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Us Func Cre Awa Product Score 84.00% B Usability 86.9% B Functionality 91.9% A Credibility 64.5% D Awareness 87.9% B Highlight risks informed by your insights
96. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Recognize patterns to anticipate. 2
97. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
98. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Colleagues and stakeholders are humans too.
99. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Use design methods to understand colleagues and anticipate behavior. Framing the Now How Might We Explore Potentials Identify & Release D iverging D iverging Converging Converging
100. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Recognize what business partners think, feel, say, and do.
101. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Rely on your design skills. 3
102. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
103. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Visualize the business model. WHAT HOW WHY WHO Value Proposition Value Chain Profit Mechanism What does your company offer of value to those customers? (delivering value) Who are the target custome company? How does your company produce the offer? (creating value) Why does that offer for the company? (c 1 2 3 4
104. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Visualize how business is done. Customer WHAT Employer Customer data Tax refund data Customer data transfer API Employee annual withholdings Employer tax data Employee annual statement Employee tax withholdings Service fee Additional tax payment Bank Refund Direct Deposit Customer data Percentage fee
105. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Identify willing partners to test assumptions with. People, Projects (-) Influence (+) (-) Willing to experiment (+)
106. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Create value propositions for design itself.
107. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Identify the intersections. 4
108. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
109. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Business leaders are accountable for setting the pace and quality of decision- making.
110. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Business leaders have consider a variety of lenses when making decisions. ECONOMICS CUSTOMERS EMPLOYEES SHAREHOLDERS PROCESSES PARTNERS ORGANIZATIONS LEGAL SOCIETY STRATEGY SUPPLIERS PERFORMANCE REGULATIONS SOCIAL ENVIRONMENTAL
111. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Connect design assumptions to a variety of lenses. If we , then we will , which will Increase awareness Reduce errors Decrease friction , and will , which , so that Increase integrations w/ current state Improve quality of services provided in the end we . Increase revenues from new customers
112. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Identify cultural differences amongst your leaders. COMMUNICATING EVALUATING PERSUADING LEADING DECIDING TRUSTING DISAGREEING SCHEDULING Indir Low-Context Direct Negative Feedback Principles-First Egalitarian Consensual Task-based Confrontational Linear Time CULTURAL PROFILES
113. Takeaways BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
114. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Anticipate the needs and behaviors of your colleagues; they’re human too. 1
115. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Visualize your business to learn your business. 2
116. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Create competitive advantages with meaningful, productive, ethical, and transformative design 3
117. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Use languages that are valued and understood to communicate the value of design. 4
118. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Gain a business perspective, keep your design mindset. 5
119. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS 6-week online, part-time masterclasses 20+ tools and frameworks, peer review and feedback, deliberate practice.
120. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Helping product leaders from companies like…
121. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Designers, Meet Your Business Jan 13 - Feb 24, 2020 www.secondwavedive.com/design-meets- business
122. THANK YOU & PLEASE SAY HELLO! BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Ryan Rumsey CEO/Founder, Second Wave Dive LLC @ryanrumsey