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The designer with business confidence

D0255d4b7110cd38b2376d50d228432d?s=47 tomprior
March 24, 2021

The designer with business confidence

Whatever your design discipline, a better grasp of how business works could help you have more impact, influence decision making, and collaborate more effectively with other disciplines.

But where should you start your journey to business confidence, and will you compromise your design values in the process?

D0255d4b7110cd38b2376d50d228432d?s=128

tomprior

March 24, 2021
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  1. The designer with business confidence Starting a journey to make

    sense of business Tom Prior | UX Crunch | 23 March 2021
  2. I’m not a business expert.

  3. I’m not a business expert. 
 You don’t need to

    be either.
  4. The designer who ‘gets’ business.

  5. Deep discipline expertise Design craft Cross-discipline expertise Code Presenting Writing

    Agile Project management
  6. Deep discipline expertise Design craft Cross-discipline expertise Code Presenting Writing

    Agile Business Project
  7. Photo by engin akyurt on Unsplash Raise some eyebrows.

  8. The business confident designer…

  9. The business confident designer… 1 Knows how their design aligns

    with strategic activities
  10. The business confident designer… 1 Knows how their design aligns

    with strategic activities 2 Can articulate how design has business impact
  11. The business confident designer… 1 Knows how their design aligns

    with strategic activities 2 Can articulate how design has business impact 3 Considers themselves a business decision maker
  12. Why business confidence matters

  13. Collaborate more effectively Photo by Mimi Thian on Unsplash

  14. Influence decision making Photo by Javier Allegue Barros on Unsplash

  15. Keep that seat at the table Photo by Dane Deaner

    on Unsplash
  16. Designers have business superpowers Photo by Miguel Bruna on Unsplash

  17. Comfort with ambiguity Business Superpower 1

  18. Unlocking intrinsic value Business Superpower 2

  19. Framing problems Business Superpower 3

  20. The design + business dilemma

  21. Some business models don’t have people or the planet’s best

    interests at heart. Photo by ActionVance on Unsplash
  22. “This is all too often how UX design is considered

    and practiced. ” Erika Hall, Co-founder of Mule Design https://twitter.com/mulegirl/status/1332389999656927232
  23. Be a catalyst for change Photo by Raphael Renter on

    Unsplash
  24. We are the business

  25. Opportunities

  26. Business model innovation 1 Opportunities

  27. Business model innovation 1 2 Digitally native vertical brands Opportunities

  28. Business model innovation 1 2 Digitally native vertical brands 3

    The Circular Economy Opportunities
  29. Photo by Malik Skydsgaard on Unsplash Getting started

  30. Strategic activities Business impact Relationships & culture

  31. Strategic activities Business impact Relationships & culture

  32. “The design team don’t think strategically” Business stakeholders

  33. Make strategy practical

  34. Strategy is what you do, and what you don’t do

  35. Map your organisation’s strategic activities Blue Ocean / Strategy Canvas

    https://www.blueoceanstrategy.com/tools/strategy-canvas/
  36. “Why aren’t we doing it like…” The design team

  37. METRO BANK MONZO HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE

    PRODUCTS COMMUNITY https://www.blueoceanstrategy.com/tools/strategy-canvas/
  38. HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY METRO

    BANK MONZO https://www.blueoceanstrategy.com/tools/strategy-canvas/
  39. HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY METRO

    BANK MONZO https://www.blueoceanstrategy.com/tools/strategy-canvas/
  40. HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY METRO

    BANK MONZO 1. Make the call centre experience less stressful 2. Make help documentation easier to navigate 3. Design a customer service chatbot https://www.blueoceanstrategy.com/tools/strategy-canvas/
  41. HIGH LOW INVESTMENT PHYSICAL DIGITAL CUSTOMER SERVICE PRODUCTS COMMUNITY METRO

    BANK MONZO https://www.blueoceanstrategy.com/tools/strategy-canvas/
  42. Strategic activities Business impact Relationships & culture

  43. “design is often times viewe d as a cost center,

    rather than something that creates value for the business ” Enrique Allen, Co-Founder of Designer Fund 20 levers for communicating the business impact of Design
  44. return on investment (ROI)

  45. return on investment (ROI) = £££

  46. return on investment (ROI) = £££ = £££

  47. return on investment (ROI) = £££ = £££ or… Ability

    to pay staff Efficiency Customer happiness Reputation NPS score Ability to reinvest or… Time Effort R&D Training Testing Technology
  48. “We want to make a customer service chatbot” Photo by

    Alex Knight on Unsplash
  49. 20 Levers for Communicating The Business Impact of Design

  50. Reduced call centre demand Lower staff turnover Training time Internal

    tools Customer retention Brand perception Customer satisfaction NPS 20 Levers for Communicating The Business Impact of Design
  51. Identifying measures Photo by Verne Ho on Unsplash

  52. Reduced call centre demand Lower staff turnover Training time Internal

    tools Customer retention Brand perception Customer satisfaction NPS 20 Levers for Communicating The Business Impact of Design
  53. Reduced call centre demand Lower staff turnover Training time Internal

    tools Customer retention Brand perception Customer satisfaction NPS Number of calls Call length 20 Levers for Communicating The Business Impact of Design
  54. Reduced call centre demand Lower staff turnover Training time Internal

    tools Customer retention Brand perception Customer satisfaction NPS Number of calls Call length More effective, more quickly 20 Levers for Communicating The Business Impact of Design
  55. Reduced call centre demand Lower staff turnover Training time Internal

    tools Customer retention Brand perception Customer satisfaction NPS Number of calls Call length Retention rates More effective, more quickly 20 Levers for Communicating The Business Impact of Design
  56. Reduced call centre demand Lower staff turnover Training time Internal

    tools Customer retention Brand perception Customer satisfaction NPS Number of calls Call length Retention rates NPS score More effective, more quickly 20 Levers for Communicating The Business Impact of Design
  57. In fl uence, power, impact, actual design Some numbers The

    business Designers
  58. In fl uence, power, impact, actual design Some numbers The

    business Designers numbers aren’t a silver bullet
  59. Strategic activities Models & measures Relationships & culture

  60. Photo by Ambreen Hasan on Unsplash

  61. Photo by Alex McCarthy on Unsplash

  62. Photo by Nastuh Abootalebi on Unsplash

  63. “The real problem is not design education. The real problem

    is our mindset. Our reluctance to learn business.   …we are stuck between our wish for more impact and our fear of losing our identity and values. ” Alen Faljic, Founder and CEO of d.MBA 20 levers for communicating the business impact of Design
  64. group dynamics Photo by Christina @ wocintechchat.com on Unsplash

  65. Reach out to decision makers • Start with an email

    • Show genuine interest • Practice empathy • Follow up Photo by Drew Beamer on Unsplash
  66. None
  67. “Them: Why are there so many names for the same

    thing in business accounting ? Me: Why can't you decide what we call software designers? ” Mia Blume, Design Executive Coach & CEO @designdeptco https://twitter.com/mialoira/status/1362489561075511296
  68. translate for each other https://twitter.com/martynreding/status/1105073935291424768 Martyn Reding, founder of Design

    Leaders Studio
  69. decks = currency Photo by Christina @ wocintechchat.com on Unsplash

  70. dogma

  71. None
  72. design

  73. • Have a beginners mindset • Take the pressure off

    yourself • Choose foundation reads • Consider short courses • Newsletters & other resources Getting started
  74. https://www.designbetter.co/business-thinking-for-designers https://wordery.com/creative-strategy-and-the-business-of- design-douglas-davis-9781440341557/ By Ryan Rumsey, CEO at Second Wave

    Dive Business Thinking for Designers By Douglas Davis, Strategist and Author Creative Strategy and the Business of Design
  75. 6 weeks - $1995 6 weeks - 2.980€ - 3.200€

    Second Wave Dive d.MBA
  76. designersinbusiness.com

  77. @tomprior thomasprior.co.uk designersinbusiness.com Good luck!