the art of strategy (aiga head heart hand)

Download The Art of Strategy (AIGA Head Heart Hand)

Post on 11-Aug-2014

7.906 views

Category:

Design

2 download

Embed Size (px)

DESCRIPTION

This is my presentation from the AIGA Head Heart Hand conference on October 11, 2013.

TRANSCRIPT

  • THE ART OF STRATEGY Nathan Shedro California College of the Arts designmba.org (or: What I learned in business school)
  • MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these outsider user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. Designers who love science ction will go bananas over Shedroff and Noessels delightful and informative book on how interaction design in sci- movies informs interaction design in the real world.... You will nd it as useful as any design textbook, but a whole lot more fun. ALAN COOPER Father of Visual Basic and author of The Inmates Are Running the Asylum Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci- inuences the development of tomorrows machine interfaces. ANNALEE NEWITZ Editor, io9 blog Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain. MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) Every geeks wet dream: a science ction and interface design book rolled into one. MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 product taxonomies 16 user behavior 116 experiences 4 experience taxonomies 10 100 years 22 wisdom 54 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011 2008 Edition Dictionary of Sustainable Management
  • MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT MBA IN PUBLIC POLICY DESIGN
  • WHERE IS DESIGN ON THE BALANCE SHEET? ASSET LIABILITY OWNERS EQUITY
  • WHERE IS DESIGN ON THE BALANCE SHEET? ASSET LIABILITY OWNERS EQUITY
  • STRATEGY
  • Strategy (Greek stratgia, art of troop leader; office of general, command, generalship[1]) is a high level plan to achieve one or more goals under conditions of uncertainty. Strategy is also about attaining and maintaining a position of advantage over adversaries through the successive exploitation of known or emergent possibilities rather than committing to any specific fixed plan designed at the outset. Wikipedia
  • a pattern in a stream of decisions Henry Mintzberg of McGill University
  • Strategic management analyzes the major initiatives taken by a companys top management on behalf of owners, involving resources and performance in internal and external environments.[1] It entails specifying the organizations mission, vision and objectives, developing policies and plans, often in terms of projects and programs, which are designed to achieve these objectives, and then allocating resources to implement the policies and plans, projects and programs. A balanced scorecard is often used to evaluate the overall performance
  • Strategic management analyzes the major initiatives taken by a companys top management on behalf of owners, involving resources and performance in internal and external environments.[1] It entails specifying the organizations mission, vision and objectives, developing policies and plans, often in terms of projects and programs, which are designed to achieve these objectives, and then allocating resources to implement the policies and plans, projects and programs.
  • STRATEGY IS A HIGH-LEVEL PLAN (FOR ACTION)
  • DESIGN IS A PLAN FOR ACTION Charles Eames
  • STRATEGY IS ABOUT CONTEXT
  • TACTIC STRATEGY
  • TACTIC Usability/Legibility Aesthetics STRATEGY
  • TACTIC Usability/Legibility Aesthetics STRATEGY Experience
  • TACTIC Operational Effectiveness & Productivity Products & Services (Offerings) Features/Performance Price STRATEGY Intent, Goals, Mission, Vision, & Culture Systems Stakeholders (employees, investors, media, communities, etc.)
  • TACTIC How to make, deliver, and support the best possible STRATEGY What we should be in the business of (to begin with)
  • TACTIC How to make, deliver, and support the best possible STRATEGY What we should be in the business of (to begin with) THE ORGANIZATION THE PRODUCTS
  • EXPERIENCE CREATES VALUE
  • EXPERIENCE CREATES VALUE
  • EXPERIENCE CREATES VALUE
  • EXPERIENCE CREATES VALUE
  • BUSINESS MODELS ARE DESIGNABLE
  • A B C
  • A B C 3 4 5 F F2 F8 D 6 G 1 2 E 101 44 89 10616
  • Youre holding a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrows enterprises. Its a book for the written by Alexander Osterwalder & Yves Pigneur co-created by An amazing crowd of 470 practitioners from 45 countries designed by Alan Smith, The Movement
  • The Business Model Canvas Cost Structure Key Partners Key Resources Channels Key Activities Value Proposition Customer Relationships Customer Segments Revenue Streams www.businessmodelgeneration.com
  • www.cca.edu/academics/graduate/design-mba/open DELIVERYRESOURCES OFFERPRODUCTIONORGANIZATION DESIGN NETWORK/ STAKEHOLDERS FINANCE INTENT EXPERIENCE BRAND VALUE VALUE INTENT EXPERIENCE OFFER DELIVERY PRODUCTION RESOURCES NETWORK/ STAKEHOLDERSFINANCE ORGANIZATION DESIGN VALUE NEEDS TACTICS/IMPLEMENTATION (INDUSTRY CONTEXT) CUSTOMER (MARKET CONTEXT) STRATEGY (VISION) Customers, Media, Community, etc.)? How do we manage, maintain, and grow our networks? Who are our competitors? Who will resist our success? Do we have unique production expertise? What do we already produce? What do others produce? What are the strengths, weaknesses, and risks in our supply chain? data from each area (in appropriate ways): Who are our customers? What are their needs? How do we meet them? What do they respond to? What are our communication channels? Who needs to know (internally)? Who needs to know (externally)? What are our messages? CCA LEADING BY DESIGN FELLOWS PROGRAM & SMALL BUT MIGHTY
  • Your Company customers (end users) NGOs media community (geographic) partners labor unions retailers local government wholesalers the Environment industry trade associations employees distributors regional government courts suppliers & manufacturers insurers & reinsurers shareholders banks investors institutional investors competitors Your Company customers (service providers)
  • STRATEGY TOOLS
  • Strengths Weaknesses Opportunities Threats
  • Strengths: Were us Were great We know stuff Were fast Were easy to use! Weaknesses: We work too much We care too much Were perfectionists Opportunities: Own the market Expand product lines Make more stuff License stuff Co-brand with Disney Create an experience Threats: Others can get fast Others can be easy to use Someone gets to Disney before us We dont have a big data strategy!
  • Strengths: Were us Were great We know stuff Were fast Were easy to use! Weaknesses: We work too much We care too much Were perfectionists Opportunities: Own the market Expand product lines Make more stuff License stuff Co-brand with Disney Create an experience