m a t t h e w h o l l o w a y

design + strategy design your strategy

≥ = × ≤ ≈

m a t t h e w h o l l o w a y

design + strategy ≈

what is design?

product roadmaps are designed

business plans are designed

software architecture is designed

platform performance is designed

schemas and business objects are designed

brands are designed

go-to-market strategies are designed

user interfaces are designed

development tools are designed

feature sets and functionality are designed

customer support systems are designed

marketing programs are designed

organizations are designed

manufacturing plants are designed

distribution routes are designed

ad campaigns are designed

sales campaigns are designed

merchandizing is designed

strategies are designed

packaging is designed

power point presentations are designed

m a t t h e w h o l l o w a y

design + strategy measurements

but what is design?

where is the impact?

potential of design

deliverables

behaviors

integration make it happen

attitude

“squirrel”

reactive solutions

artifacts expressions

intangibles

guidelines

opportunity synthesis

innovations sustainable advantage

simplicity

challenges predictability

transparency creditability

craft of design

what’s next? challenge assumptions

little d / big D

design index

promise innovations

approval resources

what / how

design leaders

macro process ucd, etc.

day to day quarterly/annual

organizational culture

financial evangelism

the what products

branding services

look & feel

the how brainstorming

prototypes mock-ups

planning

processes talent acquisition

aligned metrics upfront alignment

talking points impact on bottom line

success awards

talent acquisition revenue

perception aesthetics

usability detail focus

specs capabilities portfolio track record

cause / effect customer feedback decreased support market recognition

productivity / growth

creative obsessive

facilitation

customer focus recognition

≠

value creation

m a t t h e w h o l l o w a y

design + strategy ≠ ≤ challenges what is strategy?

execution how is it defined?

elements strengths, weakness & gaps

horizon consumer: 1-2 years enterprise: 7-10 years

portfolio

people markets

arenas staging

technology economics

threats social change

disruptions risk aversion

innovations

operations

space process

culture

top down c-level

objectivity alignment

x-functional

stakeholders e-staff

partners investors

shareholders

focus sustainability

implementable resources

priorities

suppliers

break it down year to year

day to day quarterly

corrections disruptions objectivity

back to tactics

transparency communication

people alignment

clarity

accountability leadership

responsibility empowerment

singular translation

tactics v. strategy where v. how

who v. how

what its not distractions

what if’s

process v product logic / creativity

evolution / revolution market / resources

frameworks market forces

value chain business model

dimensions context process content

vehicles differentiators

capabilities market context

liability

context compliance / choice

global / local control / chaos

actual / potential

design language customer desires technical viability

productivity / growth

design v. design

m a t t h e w h o l l o w a y

design + strategy ≤ + SAP

background

strengths, weakness & gaps

culture college to retirement small town

installed base

internet regain design

80% 40+ years F500 founder led

threats point solutions

prescriptive ridged

disintermediation

operations

isolated n.i.h.

culture isolated acqu-innovation process leaders

unusable maintenance

design services team organizational transformation

tools & metrics alignment

impact 180 projects

new dev process imbedded d.t.

regain design customer focus

people alignment

innovation

team set-up credibility

optimists political savvy

x-discipline design thinking demonstrations

training consulting

what its not ux design

blue sky

corporate strategy group alignment m.e.c.e.

praetorian the matrix

roll-ups

metrics micro kpi

market review business cases

peer driven

compliance pressure points

thought leaders external press

calibration

m&a strategy

legacy ux

organization

old guard new leadership

impact

300+ designers

tools guidelines

statistics time on task

# of screens

reputation just say no

painters guidelines stagnant

perception complexity

transaction codes 3rd party tools

rocket science

syndication cross-org

red thread exclusive / opaque

team roll-offs

talent programs

? ? ?

m a t t h e w h o l l o w a y

design + strategy = organizational transformation

training media

executives 1:1 c-level pet projects

pool of denial

embedded push-back

global customers

projects

partners partnerships IIT

HPI

conferences

Stanford

integration

customers case studies

agile + toolkits 3 types

network 800+

on-demand on-line

purchase

customer service marketing

new POV refresh processes

embedded end-user defined.

business by design

full suite flagship

cloud

analytics who? why?

real-real time 4m+

collaborative

workcenters x75

customers partners

architecture scalability

mobile ready

human capital management internal performance

policy henning’s ah-ha

compensation

solution suite overhaul

mobile m & a

wiki-faction

torrent

web 2.0 social networks

consumerization millennials

rethink “process”

ad hoc

department level organic

mobile blackberry

tablets iphone

engagement

prototype tangible

biz case & demo

the right problem

tangibility

impact clarity & alignment

reprioritization gaps in skills & tech

evangelize

harmony matchmaking

projects training

profiles

davos

support

processes

hi-po program

in-path upgrades

credibility respect

reprioritization

m a t t h e w h o l l o w a y

design + strategy = designing a role for design

define the problem

adjacencies

synergies

known issue? latent need?

patterns opportunities

value differentiators

challenges

adjacencies success adjectives

360° stakeholders

prototype right tools

endorsement shared

targeted champions

iterations education

open source pilot projects

external cross org

partners customers

feedback constructive

training community

start small clear wins

build desire

storytelling business case awareness

opportunity investment

impact

celebrate it big & small

next steps distributed

bottom line

sell it deep dive

aspirational empower

build “brand”

upsell market leaders

what will you say?

peers syndication

challenges support external

syndicate

targeted impact best practices

ceo fridge magnets

real insights priorities

idea v innovation

measurements kpi / quarterlies

skin in the game

metrics

Design v. design analogies competition

sustainable

gaps

milestone recognition

responsibilities

open source

momentum demonstrations design advisors

analytics

tailored

×

m a t t h e w h o l l o w a y

design + strategy × design yourself intention c-level sponsor reputation creditability

contribution

iterations deliver

impact network

team

POV why / when

roger martin executiveness

what / how

presence process focus outcomes

design council

comments? questions? how?

organization evangelize operational

coalition

tools business

cases market 360°

nexus

analytics

people do it

mentors optimism

prototype plans trust accountability simplicity

thank you

executive sponsor

matthew@matthewholloway.com

+

m a t t h e w h o l l o w a y

m a t t h e w h o l l o w a y

design thinking

principles

iteration

prototype understand

analysis

research build

synthesis empathy priorities

validation innovation