Experiences of a Strategic Design Firm / Mikal Hallstrup (EDGE 2015)

In this age of radical change, old industries are finding themselves turned upside down. Classic design strategies and design management are falling short. We need to radically rethink the classic role of design and give way to a new mindset where strategy merges with creativity to better address the real challenges we face.

In this presentation Mikal Hallstrup, Chief Visionary Officer at Designit, will speak about how his company managed to scale its unique strategic and creative culture across 9 global offices and 300+ designers, strategists, and technologists.

Transcript

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2. Designit — Mikal Hallstrup
   Design leadership

   Experiences of 

   a strategic design firm
   UX SALON
   

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3. 01 Designit
   02 Why the world needs design
   03 What is strategic design?
   04 Design is about people
   05 Our take on scale
   

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4. 01 Designit
   02 Why the world needs design
   03 What is strategic design?
   04 Design is about people
   05 Our take on scale
   

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5. 01 Designit
   02 Why the world needs design
   03 What is strategic design?
   04 Design is about people
   05 Our take on scale
   

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6. 01 Designit
   02 Why the world needs design
   03 What is strategic design?
   04 Design is about people
   05 Our take on scale
   

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7. 01 Designit
   02 Why the world needs design
   03 What is strategic design?
   04 Design is about people
   05 Our take on scale
   

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8. Our dream
   Create a better future for
   everyone, with design.
   

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9. Our plan
   We want to change
   and transform,
   with design.
   

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10. Our goal
    Insert design into the
    global agenda, at the
    highest possible level,
    to maximise its impact.
    

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11. Designing the ‘it’
    

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12. Use these slide deck
    as a basis for your
    Designit slide decks.
    

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13. Use these slide deck
    as a basis for your
    Designit slide decks.
    

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17. 01 Designit
    02 Why the world needs design
    03 What is strategic design?
    04 Design is about people
    05 Our take on scale
    

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18. Connected
    and confused
    

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19. There’s no
    market for
    complicated
    Complicated
    

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20. And because we
    keep doing
    crappy stuff…
    

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23. Global usability crisis?
    

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24. Prof. John Heskett, 1937 - 2014
    Design is the human
    capacity to shape and
    make our environment
    in ways that satisfy
    our needs and give
    meaning to our lives.
    

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25. 01 Designit
    02 Why the world needs design
    03 What is strategic design?
    04 Design is about people
    05 Our take on scale
    

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26. Companies promise easy,
    but easy is hard
    

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27. Now in Apple Store
    

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28. iBank
    Come bank with us!
    

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30. Future market
    There’s an increasing demand for 

    strategic design capabilities
    SMAC
    Soon
    Past
    Web
    Now
    Mobile
    Future
    Artificial
    intelligence
    Tomorrow
    Robotics
    Corporate
    innovation
    Technological opportunities
    User
    expectations
    Endless
    opportunity
    space
    

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31. Strategic
    design process
    

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32. Consumer electronics
    Designing products
    

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33. Healthcare
    Designing
    medical devices
    

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34. Healthcare
    Designing product-
    service experiences
    

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35. Public healthcare
    Designing out waiting
    lines in breast cancer
    diagnostics.
    

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36. Rethinking
    the immigration
    experience
    Public services
    

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37. Healthcare
    Designing
    hearing aid
    app
    

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38. Retail experiences
    Audi City
    digital car
    showroom
    

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39. 1
    Connected
    Products, services, spaces, and
    systems are connected, creating
    unified experiences
    2
    Cross-category
    Crosses established product and
    service categories
    3
    Collateral
    All digital and physical contact
    points are designed together to
    form the experience
    4
    Complex
    Many ’moving parts’ or
    inpredictability, e.g. global
    challenges, large systems, or
    emerging technology
    5
    Critical
    Necessary projects which deal
    with matters of great importance,
    e.g life, death, safety and risk,

    often in regulated areas
    Strategic design
    What do these projects
    have in common?
    

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40. 01 Designit
    02 Why the world needs design
    03 What is strategic design?
    04 Design is about people
    05 Our take on scale
    

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41. Designit is made of people
    01
    

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42. X-shaped people
    02
    

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43. Way back when — EXPERT
    

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44. Today — T-SHAPED
    

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45. Tomorrow — X-SHAPED
    

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46. Magic
    

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47. A ‘we’ company.
    No design divas
    03
    

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48. 01 Designit
    02 Why the world needs design
    03 What is strategic design?
    04 Design is about people
    05 Our take on scale
    

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49. ‣ A partner, to scale with, globally
    ‣ A platform to scale on, globally
    ‣ Advanced technology
    ‣ Deliver as big as we can dream
    ‣ Magic at the intersection of technology and design
    The next part of our journey
    

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50. Human-centric
    People first
    Desirability
    Simplification
    Create experiences
    Discovery focused
    Create new
    “The designer”
    System-centric
    System first
    Feasibility
    Featurising
    Optimise tools
    Delivery focused
    Improve existing
    “The engineer”
    Merging mindsets
    

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51. +
    Design Engineering
    

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52. Thanks
    Gracias
    Danke
    Tak
    Tack
    הדות
    谢谢
    

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53. Use these slide deck
    as a basis for your
    Designit slide decks.
    

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