The Case forDESIGNTHINKING INCOMMUNICATIONSPresented by Jason Schlossberg

22 July 2015

@Jschlossberg@KCOPR

Chief Creative Officer and agency co-founder, Kwittken

2014 In2 Innovator 25 Honoree

Design Dilettante

•

•

•

JASONSCHLOSSBERG

@Jschlossberg

FLACKYOU

“Eventually everythingconnects—people, ideas,objects. The quality of the connections is the key toquality per se.” — Charles Eames

DESIGN IS:1. A method of action, a plan to accomplish a purpose2. The realistic embrace of constraints3. Connected

DESIGN =CREATIVECHOICES

18PAGES 14PAGES

20PAGES

DESIGN =LANGUAGE

DESIGN =COMMUNICATION

“Just as a person’s posture can reflecthis or her inner state, so does your product’sdesign reflect the state of your company. This is whyevery CEO is a designer, whether theyrecognize it or not.”—IRENE AU, Kholsa Ventures

“In essence, we were not building the phone for the customer—we

were building it for Jeff,” says one source.

—Austin Carr, “The Real Story Behind

Jeff Bezo’s Fire Phone Debacle

and What It Means for Amazon’s Future,”

Fast Company, Feb 2015

* Source: The Design Management Institute and Motiv Strategies

IN THE PAST 10 YEARS, DESIGN-DRIVENCOMPANIESOUTPERFORMEDTHE S&P 500 BY 228%*

WHAT MAKESGOOD DESIGN?

DIETER RAMS’ 10PRINCIPLES OF “GOOD DESIGN”GOOD DESIGN Is Innovative

GOOD DESIGN Makes a Product Useful

GOOD DESIGN Is Aesthetic

GOOD DESIGN Makes A Product Understandable

GOOD DESIGN Is Unobtrusive

GOOD DESIGN Is Honest

GOOD DESIGN Is Long-lasting

GOOD DESIGN Is Thorough Down to the Last Detail

GOOD DESIGN Is Environmentally Friendly

GOOD DESIGN Is as Little Design as Possible

“Indifference towards peopleand the reality in which they live isactually the one and onlycardinal sin in design” — DieterRams, AS LITTLE DESIGN AS POSSIBLE

GiveLovin

Get Lovin

EVERYMARKETER IS A

DESIGNER,WHETHER THEYRECOGNIZE IT

OR NOT

“DESIGN THINKING”ENCOURAGES

NON-DESIGNERS TO‘THINK’ LIKEINDUSTRIAL

DESIGNERS TO IMPROVE PROBLEMSOLVING PRACTICES

AND BE MOREINNOVATIVE

DESIGN-THINKING:EmpathizeObserveBrainstormPrototypeTest

1 23

4 5

“Attention isthe newcurrency.” —Modern PR Maverick

“Wemeasure success bythe pound.”—OLD PR DOG

OURCHALLENGE:TO COMMUNICATEOUR BEST ‘SELVES’.

HOW DO YOU BUILD ADESIGN THINKINGCOMMUNICATIONS

FUNCTION?

STEP 1: THINK IN PROJECT TEAMS

Multi-disciplinary and inter-disciplinary teams increase creativity

For Agencies:Imposes discipline

& clear goals from

startFor Brands:Creates a sense

of purpose and fosters a team

dynamic

Modern marketing ideas come from many

places, working in silos breeds

incremental thinking

ALL PROJECT TEAMSMUST HAVE A

SENIOR DESIGNER +SENIOR ENGINEER

Icons made by Freepik from Flaticon are licensed under Creative Commons BY 3.0

STEP 2: GROUND ALL THINKING ININSIGHTS AND OBSERVABLE FACTS

“In my experience,about half ofprofessionaldecisions in largecompanies are gutdecisions.”—Gerd Gigerenzer, director of the Max Planck Institute for Human Development

“How do we generate awareness for ournew 4K technology

among our target consumers?”

“How might we leverage our new 4Ktechnology to

make TV relevant again among our targetconsumers?”

STEP 3: WHAT IS THE DESIGNPROBLEM?

STEP 4: FROM QUANTITY COMESQUALITY

Divergent thinking is the deliberate attempt to expand the range of options rather than narrow themDesign thinkers embrace a mindset where the default answer is yes (at first)

•

•

STEP 5: CREATE A CULTURE OF “RAPIDPROTOTYPING”

THE MINIMUMVIABLE PITCH

Image: Libby Levi for Opensource.com

STEP 6: HONING YOUR SKILLS

INTUITION PATTERN

RECOGNITIONCONSTRUCTING

EMOTIONAL AND FUNCTIONALIDEAS

••

•

THANKS