Raising the GDP of Design: デザイン影響力のマクロ経済学 / The Macroeconomics of Design Influence

Session by：
Corey Lee / Independent

Spectrum Tokyo Design Fest 2026 Day 1 (2026/02/14)

Transcript

1. raising the gdp of design
2. 3 years
3. I f yo u a r e lo o k i n g f o r a r t i fa c ts i n p i x e ls , yo u w o n ' t f i n d t h e m h e r e .
4. Product-Market Fit Market→Product Fit Raising the GDP of Design—coreylee.tokyo
6. Influencing organizations into embracing design management
7. inspiring design leaders to build more effective organizations Design Maturity—デザイン経営2023/Config 2023
8. influencing product & Design strategy globally
9. championing the democratization of design Why design is for everyone—Figma Shortcut
10. Demonstrating the value of design in business Building a design-driven culture—Figma
11. teaching the next generation of designers too
12. telling stories with emotion
13. Teaching others how to craft their story too
14. Beyond the Pixel—ADPList
15. creating a market that believes in the potential of design
16. n u m b e r o f o r g a n i z at i o n s outcome Not yet investing in design Already using Figma and investing in design Using other tools and investing in design outcome outcome Making the Market shaping market behavior through design advocacy
17. and I succeeded making a market ready to embrace figma
18. I just design. love but also...
19. from designing the market to designing the org
20. designing the organization at figma with influence
21. c o ntr ib u tin g to fi g m a ’ s hi g he st pe r f o r min g m ar k e tin g te am ( 2 0 2 5 )
22. I influenced millions of dollars in ARR, with more words and ideas than components or pixels. Beyond the Pixel—ADPList
23. this is how I design
24. designing for outcomes stories & vision
25. designing for outcomes influence
26. Design Strategy The intentional use of design as a tool to influence thinking, behavior, and perception in order to deliver user outcomes that create business value.
27. This is what designing the market to fit the product looks like.
28. theses are the artifacts of my greatest design work yet
29. And I'm just getting started....
30. this is not a flex...well, maybe just a bit.
31. Micro Design Micro (Product/Business): Optimization of the current situation Macro Design Macro (Market/Category): Changing the state itself
32. Design is influence. Design is strategy.
33. designing for outcomes desirable conditions → influence → change
34. so what’s next?
35. Beyond the Pixel—ADPList influencing the market toward better outcomes for design
36. More design in more places inevitably leads to better outcomes. Design as the differentiator—The Outlook
37. the gdp of design Total economic value created by design.
38. Raising the GDP of Design Practitioners × Maturity × outcomes The GDP of Design: Total economic value created by design Number of design practitioners Design Maturity average (Efficacy) Economic impact
39. connecting the dots Practitio ners × Matu rity × outco mes Number of design practitioners Design Maturity average (Efficacy) Economic impact
40. changing the way people think and behave to create desirable outcomes Activate Inspire Inform
41. design advocacy I.
42. getting businesses to embrace design
43. inspiring others II.
47. design education III.
48. 1:Team Education design team training Teaching teams strategic design
49. 1:Many Education advanced Design Teaching individuals strategic design
50. designer enablement IV.
51. 1:1 Education The Designer MBA 1:1 Coaching for designers to help them build successful busineses Teaching designers the business skills that design education leaves out
52. Pr ac titi o ne r s × M at u r it y × o u tc o me s The GDP of Design: Total economic value created by design Number of design practitioners Design Maturity average (Efficacy) Economic impact in s pir e & advo cate e d u cate e n ab le → → →
53. why?
54. Singularity of sameness Commoditization Convergence of execution Design as the differentiator—The Outlook
55. We are in the era of making products that people . love Design as the differentiator—The Outlook
56. Designisthe Differentiator Design as the differentiator—The Outlook
57. I’m locked in on design ...and i think you should be too. Raising the GDP of Design—coreylee.tokyo
58. stacking the odds
59. Designing for Designers Everyone Designing for everyone—The Ways We Work
60. thanks