service design days 2017 - case study etsy (randy hunt)
TRANSCRIPT
Hola, Barcelona.
Service Design Days 2017
@randyjhunt
What is the real value of design?
How a design-driven startup proves the importance of design thinking and design doing through hard and soft returns.
VALUING DESIGN AT ETSY –
The Situation“Oh no!”A QuestionA Tool
The Situation
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
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72
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User Research
Brand Design
Market Research
Brand Strategy& UX Strategy
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medium.com/etsy-designthinking, process & tools
etsydesign.combeautiful visuals & project summaries
“Oh, no!”
The way it has worked in the past is unlikely to be the
way it will work in the future.
Trust = support
Trust ≠ understanding
How do you create understanding of the
contribution of design in your organization?
An exercise.
Where would I even start?
Define What do they do?What’s the output?
Define What do they do?What’s the output?
Value To the customer/audienceTo the business/enterpriseTo the practitioner/discipline
CANYOU
QUANTIFYIT?
Define What do they do?What’s the output?
Value To the customer/audienceTo the business/enterpriseTo the practitioner/discipline
Measure Can it be measured?If so, how?If not, how would you explain it?
We can’t measure it.
We must measure it.
We can’t measure it.
Sometimes we can and sometimes we can’t.
We can always explain it.
We must measure it.
We can’t measure it.
Design is more than it appears to be.
Design is more valuable than it is thought to be.
We must help others understand design
more deeply.
Thank you.
