Design Thinkingin marketing

By Glyn Britton

Why I’m qualified to talk about this?

BSc Industrial DesignBrunel University

British AirwaysDesign Management

InterbrandBrand consultant

Glyn BrittonManaging Partner at Albion

About Albion

A ‘new model’ digitally-led integratedadvertising agency.

What that actually means

An expansive viewof what marketing can be.

Not much we makelooks like advertising.

We design content,and we design media.

Innocent Kids

What do they have in common?

DesignThinking.

From Wikipedia, the free encyclopedia

Design Thinking is a process for practical, creative resolution of problems or issues that looks for an improved future result.[1] It is the essential ability to combine empathy, creativity and rationality to meet user needs and drive business success. Unlike analytical thinking, design thinking is a creative process based around the "building up" of ideas. There are no judgments early on in design thinking. This eliminates the fear of failure and encourages maximum input and participation in the ideation and prototype phases. Outside the box thinking is encouraged in these earlier processes since this can often lead to creative solutions.

Design thinking.

In short

Design isn’t restricted to graphics and ‘style’.

Some assumptions

We want to sell more of our stuff.We want to charge more for our stuff.In the long term.We want to make the world a better place.

We can do all of these by making the purchase decision more meaningful.

Design Thinking is...

A process.A way of thinking about the world.

Whether we know it or not, we’re all going through a version of this process.

So what’s the difference?

Magical Ordinary

So what’s the difference?

Magical Ordinary

So what’s the difference?

Magical Ordinary

They’re apleasure to ‘use’.

Design Thinking is...

A process.A way of thinking about the world.

Charles & Ray Eames

Do the best,for the most,with the least.”

“

Ten things Google know to be true:

1. Focus on the user and all else will follow.

2. It's best to do one thing really, really well.

3. Fast is better than slow.

4. Democracy on the web works.

5. You don't need to be at your desk to need an answer.

6. You can make money without doing evil.

7. There's always more information out there.

8. The need for information crosses all borders.

9. You can be serious without a suit.

10.Great just isn't good enough.

Narr

ow

• Surface• Narrow context• Evolution• Managing risk

Broad• Experience• Cultural context• Doing the right thing• Changing the game

Noticing

Doing

Evolving

Pro

toty

pin

g.

Why wedon’t practiceDesign Thinking?

Because corporations are designed to not allow it.

It's funny to think of (the org chart) as a specific invention, but its existence and form owe quite a lot to the environment in which it was first widely used - railroad management in the 1800s.”

“

David McCallum’s Superintendent's Report, 1855

1. A proper division of responsibilities.2. Sufficient power conferred to enable the same to be fully

carried out, that such responsibilities may be real in their character.

3. The means of knowing whether such responsibilities are faithfully executed.

4. Great promptness in the report of all derelictions of duty, that evils may be at once corrected.

5. Such information is to be obtained through a system of daily reports and checks that will not embarrass principal officers, nor lessen their influence with their subordinates.

6. The adoption of a system, as a whole, which will not only enable the general superintendent to detect errors.

Silos

Blame culturePoor communication

Fear of failure

Following non-digital guidelines means logo looks terrible

Boss insisted on using these abstract images from DM

Meaningless reference to then-current tactical TV campaign

Image is concession to design agency’s terrible original design

Reflecting internal departments to customers

The only things anybody ever clicked on

My only victory for usability

Conventional wisdom

People will never accept sitting backwards on an aeroplane.”

“

So how didthey do that?

By breaking the hierarchical model.

Practicing Design Thinking requires

Practicing Design Thinking requires

Holistic

Not just ‘design’, but technology, engineering, systems, distribution, people...

Design Thinking should affect and involve all of these and more.

Practicing Design Thinking requires

Joined up

Not just going through the motions of collaboration (more meetings).

But open and generous.

Practicing Design Thinking requires

Business focused

“At any given time, a team using design thinking should be able to give a sense of how strong a business they are creating”

Diego Rodriguez, IDEO

Redesign the organisation

The future?

The new (management) model will have to be more like the marketplace, and less like corporations of the past. It will need to be flexible, agile, able to quickly adjust to market developments, and ruthless in reallocating resources to new opportunities.”

http://bit.ly/cbS1h3

“

In conclusion

From

Update the packaging for Oreos.

To

Constantly evolve the experience of Oreo-ing to make it irresistibly pleasurable, useful and culturally relevant.

By

Becoming ‘corporate entrepreneurs’.

Morewww.glyndot.com

@glyndot

www.albionlondon.com

@albionlondon

Thank you