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Designers, Meet Your Business; Beyond Summit 2019

Ryan Rumsey
November 18, 2019

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.

Ryan Rumsey

November 18, 2019
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  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. 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
  3. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Digital Transformation Culture Transformation

    Product Innovation Customer Innovation Workforce Innovation
  4. My job was to get organizations ready for the empowered

    product team models they wanted. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
  5. I prepare product and design leaders, and their organizations, to

    be ready for the empowered, product team model. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
  6. 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
  7. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS For the next

    40 minutes, let’s talk about preparing your organization for the transformation it seeks.
  8. 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
  9. 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
  10. Why in the world do we need to know business

    stuff? BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS
  11. 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.
  12. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need to

    show why these are more than aspirations and how they are viable business decisions.
  13. The expectations of design are not always fully realized. BEYOND2019

    | DESIGNERS, MEET YOUR BUSINESS Source: Pablo Stanley; https://thedesignteam.io/the-brainstorm-session-4eb5fc03eab3
  14. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Organizations are hiring

    designers to create the most seamless, beautiful, engaging, and organic customer experiences.
  15. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Many organizations aren’t

    prepared to trust designers beyond aesthetics or problem solving techniques…
  16. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Often resulting in

    false starts, team frustrations, colleague and stakeholder confusion, and costly missteps.
  17. 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.
  18. 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
  19. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS GATECH MS-HCI PROFESSIONAL

    PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT Words are funny.
  20. 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
  21. 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
  22. 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
  23. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Nor is this…

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  24. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need to

    speak about the value of design through languages that are already valued.
  25. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS “Innovation” does not

    speak to viability Desirability Viability Feasibility Innovation
  26. 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.
  27. 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.
  28. 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.
  29. 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.
  30. 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.
  31. 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.
  32. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility

    This diagram is great for a town hall; terrible for making decisions!
  33. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility

    This Venn means many different things to different people
  34. 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?
  35. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility

    Innovation is a means to an end. Innovations to gain competitive advantage
  36. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need innovations

    so desirable, they create competitive advantage.
  37. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility

    Innovations are specific to your context Creating a competitive advantage
  38. 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
  39. 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
  40. 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
  41. 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
  42. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Desirability Viability Feasibility

    Competitive advantages are specific to your workplace
  43. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS From: What innovation

    is To: The specific competitive advantages innovation provides
  44. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS You need innovations

    so desirable, they create adopted, competitive advantages for your company.
  45. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Dell’s model is

    to provide direct-to-consumer products at affordable prices.
  46. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Apple’s model is

    to provide direct-to-consumer products at premium prices.
  47. 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.
  48. 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.
  49. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Dell does not

    need the same level of design maturity as Apple to be successful.
  50. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Start with math

    assumptions to challenge business assumptions.
  51. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS The ROI of

    Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned
  52. 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?
  53. 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
  54. 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
  55. 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!
  56. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Listen to the

    story being told instead of gasping at fonts, colors, and layouts.
  57. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Reuse what works

    well rather than reinventing the wheel
  58. 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
  59. 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
  60. 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
  61. 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
  62. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Identify willing partners

    to test assumptions with. People, Projects (-) Influence (+) (-) Willing to experiment (+)
  63. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Business leaders are

    accountable for setting the pace and quality of decision- making.
  64. 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
  65. 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
  66. 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
  67. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Anticipate the needs

    and behaviors of your colleagues; they’re human too. 1
  68. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Create competitive advantages

    with meaningful, productive, ethical, and transformative design 3
  69. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Use languages that

    are valued and understood to communicate the value of design. 4
  70. BEYOND 2019 | DESIGNERS, MEET YOUR BUSINESS Gain a business

    perspective, keep your design mindset. 5
  71. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS 6-week online, part-time masterclasses

    20+ tools and frameworks, peer review and feedback, deliberate practice.
  72. BEYOND2019 | DESIGNERS, MEET YOUR BUSINESS Designers, Meet Your Business

    Jan 13 - Feb 24, 2020 www.secondwavedive.com/design-meets- business
  73. THANK YOU & PLEASE SAY HELLO! BEYOND2019 | DESIGNERS, MEET

    YOUR BUSINESS Ryan Rumsey CEO/Founder, Second Wave Dive LLC @ryanrumsey