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Business Embraces Design:Getting a Seat at the Table
Is Just the Beginning
Jose Coronado Principal, ITX Digital
@jcoronado1 #designleadership
@jcoronado1 #designleadership
Design in my organization is…
A. Part of Product
B. Part of Engineering
C. Design is equal to Product and Engineering
D. Other…
@jcoronado1 #designleadership
Design in my organization reports to…
CEO
C-Suite
Sr. Leadership
Middle Management
L1 ̶ CEO / President
L2 ̶ C-Suite Executive
L3 ̶ Senior Leadership
L4+ ̶ Middle Management
@jcoronado1 #designleadership
The World Around Us
Design In Tech Report – John Maeda DMI Design Value Index
CX Index – Forrester Customer Experience - Gartner@jcoronado1 #designleadership
Tectonic plates are shifting
71
4
3
23
@jcoronado1 #designleadership
Design agencies acquired since 2004. >50% since 2015
Design Partners in McKinsey elected in 2016
IBM [Fellow] Distinguished Designers are corporate appointed
Venture Capital FUND$ - “Designification” of Design Funds
#DesignInTech Report @JohnMaeda
FORRESTER
Forrester Research Report – Ron Rogowski | June, 2008Updated: Customer Experience Top Priority | April, 2016
70%
93%
projects fail due to lack of user acceptance
of executives cite improving user experience as top strategic priority
72%of businesses name improving customer experience as top priority
@jcoronado1 #designleadership
GARTNER
Gartner Surveys - Jake Sorofman | October, 2014Updated: Customer Experience Primer for 2016 | January, 2016
89%
50%
of companies expect tocompete mostly on the basisof customer experience by 2017
(versus 36% four years ago)
of consumer product investments will be redirected to customer experience innovations by 2017
@jcoronado1 #designleadership
CUSTOMER EXPERIENCE Is the New Battlefield
DESIGN MANAGEMENT INSTITUTE
Good Design Drives Shareholder Value - Design Value Index Study Design Management Institute with Motive Strategies | April, 2015 @jcoronado1 #designleadership
DMI – Design Value Index 2005-2015 Design-Driven Companies
AppleCoca-ColaFordHerman-MillerIBMIntuitNike Procter & GambleStarwoodStarbucksStanley Black & DeckerSteelcaseTargetWalt DisneyWhirlpool
$117 M
$311 M
Revenue Impact
The Journey…
@jcoronado1 #designleadership
My Design Leadership Journey
Team Member
Team of One
Build from the Ground
Up
Grow & Evolve
Transform & Expand
@jcoronado1 #designleadership
Design Leadership Conversations
Thank you to the following design leaders for sharing their stories:
• MJ Broadbent, Sr. UX Director, GE Digital
• Celeste Olivieri, Head of UX Design, Mural
• Jack Cole, Director of Design, Motivate Design
• Sami Niemelä, Founder and Creative Director, Nordkrapp
• Kassie Chaney, Senior Manager, User Experience Research, LinkedIn
• Alberta Soranzo, End-to-End Service Design Director, Lloyds Banking Group
• Nick Finck, User Experience Toreador. General Assembly, former Facebook & Amazon
• Andreas Hauser, Senior Vice President and Global Head of Design Services and the SAP AppHaus
@jcoronado1 #designleadership
8INTERVIEWS
“Design got its seat at the table
which is good because
we can shut up about it now.”
@jcoronado1 #designleadership
and always share your story^
Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN LEADERSHIP
DESIGN STRATEGY
DESIGN VALUE
Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN LEADERSHIP
Design Leaders are hired to lead…
but they should not be alone
@jcoronado1 #designleadership
Strong partnerships will determine design influence and success in the organization.
@jcoronado1 #designleadership
As Design Leaders, we must listen,
ask questions, learn what motivates them
and what keeps them up at night
@jcoronado1 #designleadership
We should not be talking at, let alone be throwing the book at our peers or clients.
@jcoronado1 #designleadership
Lead with empathy and compassion and
forge strong trusting partnerships
based on transparency and results
@jcoronado1 #designleadership
Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN STRATEGY
Design Vision
We need to define what design means to the organization, in collaboration with others.
@jcoronado1 #designleadership
Design Execution
“Show, don’t tell”
Roll up your sleeves.
Promote your team success.
@jcoronado1 #designleadership
DESIGNat all
levels of scale
STRATEGY
STRUCTURE
VISION
SURFACE
10,000 ft..
1,000 ft.
100 ft.
10 ft.
1 ft.Org Design for Design OrgsBuilding and Managing In-House Design TeamsBy Peter Merholz, Kristin Skinner @jcoronado1 #designleadership
Customer Experience
It is about the customer.
It is not about design…
@jcoronado1 #designleadership
Diversity is Critical
Embracing diversity of thinking
and cross functional perspectives,
poises your team to create disruptive solutions.
@jcoronado1 #designleadership
We need to increase the
Business & Technology IQ
of the Design Team
@jcoronado1 #designleadership
Pillars of the Design Leadership Journey
@jcoronado1 #designleadership
DESIGN VALUE
Design Value
@jcoronado1 #designleadership
How does your team or your organization measure design value?
How Do We Measure Customer Delight?
Experience Value
Dave Lippman, eBay VP of Design – High Resolution @jcoronado1 #designleadership
5 Kinds of Value
• Functional
• Financial
• Emotional
• Identity
• Meaningful
BLIND SPOT – Nathan Shedroff, Steve Diller and Sean Sauber
Quantitative Value
Qualitative Value
Premium Value
@jcoronado1 #designleadership
Facebook buys Instagram for Premium Value
Total Value
FUNCTIONAL
FINANCIAL
EMOTIONAL
IDENTITY
MEANINGFUL
$80 MM
$1.0 B
$1.1BBLIND SPOT – Nathan Shedroff, Steve Diller and Sean Sauber @jcoronado1 #designleadership
Global CIO Perspective
$35 MDesign ROI for One Project
@jcoronado1 #designleadership
Customer Support
$2.9 MSavings in labor costs
by cutting call times by half @jcoronado1 #designleadership
Sales & Product Executives
300%Year over Year Sales Conversion Increase
@jcoronado1 #designleadership
Show me the money…
@jcoronado1 #designleadership
DESIGN LEADERSHIP
DESIGN STRATEGY
DESIGN VALUE
Pillars of the Design Leadership Journey
Lead with empathy •
and compassion
Develop strong •
partnerships
Engage and •
empower your team
@jcoronado1 #designleadership
Define Design•
Focus on Customer •
Experience
Shine in execution at •
all levels of scale
Promote Diversity•
Determine •
important metrics to the organization
Measure impact•
Quantify value•
Design leaders do not deserve a seat at the table…
@jcoronado1 #designleadership
Design leaders must work hardto earn a seat at the table
@jcoronado1 #designleadership
Design leaders do not deserve a seat at the table…
Business Embraces Design:Getting a Seat at the Table
Is Just the Beginning
Jose Coronado Principal, ITX Digital
@jcoronado1 #designleadership
References
• Design in Tech Report by John Maeda - Design trends revolutionizing the entrepreneurial and corporate ecosystems in tech. Related M&A activity, new patterns in creativity × business, and the rise of computational design. (Website | Video | Slides)
• Forrester Research – CX Index
• Design Management Institute (DMI) – Design Value Index
• Design ROI - Measurable Design – Report Published on Jun 11, 2013
• The many ways Design adds business value (short article, based on Design ROI)
• The Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead (Catherine Courage at Enterprise UX 2015)
• Org Design for Design Orgs by Peter Merholz & Kristin Skinner
• Blind Spot by Nathan Shedroff, Steve Diller and Sean Sauber (Book, Using the Waveline Workshop)
• Design is a Job & You are My Favorite Client (Books) and 13 Ways Designers Screw Up Client Presentations (Video) by Mike Monteiro
• Getting Fired Over Chapter 7 by Audrey Crane (Video from Enterprise UX Conference)
• High Resolution (Podcast) interviews with 25 design leaders
@jcoronado1 #designleadership
