visualizing communication strategy: aiga boston 2015
TRANSCRIPT
![Page 1: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/1.jpg)
theSTRATEGIC DESIGNERDesign for businessAIGA Boston
October 9, 2015
![Page 2: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/2.jpg)
theSTRATEGIC DESIGNERDesign for business
Visualizing design strategy
What we’ll learn today
This workshop will provide tools for working through strategic design development questions with clients by using fun and collaborative activities to reach a meaningful design.
• How to identify the real design problem to be solved• How to get the organization to clearly express their goals• How to focus on audiences to gather design insights• How to develop creative and meaningful design directions• How to evaluate design success
![Page 3: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/3.jpg)
theSTRATEGIC DESIGNERDesign for business
Visualizing design strategy
Client
Some context
Each group will be a fictitious wiffleball manufacturing company
– Assign a scribe– Assign a spokesperson
We will go through each step of the strategic design process to create a design strategy for your company
![Page 4: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/4.jpg)
theSTRATEGIC DESIGNERDesign for business
1,#")(*"#*23&&%43.%-"5,
676809:6;O.78>)C$C7E-
H P6&&'-$7$@7.()-.
H 5&.?$'>:-)(:<
H =7?-$(D.)'$;.78>)C$@7.('$&B$7$B7+-0$&)-$B-7(D.-$7($7$(>E-
H 56-)$<&D$6-'>(7(-0$'(&@$;.78>)C$
H Q&8$8.>(-$(6-$B>.'($:-((-.$&B$(6>'$+67.7+(-.'$)7E-
H R--@$C&>)C$(>::$'&E-&)-$6-'>(7(-'
![Page 5: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/5.jpg)
theSTRATEGIC DESIGNERDesign for business
<*&"--&,*%43$-*=,
![Page 6: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/6.jpg)
theSTRATEGIC DESIGNERDesign for business
A little about me
![Page 7: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/7.jpg)
theSTRATEGIC DESIGNERDesign for business
A little about me
![Page 8: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/8.jpg)
theSTRATEGIC DESIGNERDesign for business
<*&"--&,*%43$-*=,
![Page 9: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/9.jpg)
theSTRATEGIC DESIGNERDesign for business
<*&"--&,*%43$-*=,
![Page 10: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/10.jpg)
theSTRATEGIC DESIGNERDesign for business
A turning point
Client
“Make it lookpretty”
![Page 11: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/11.jpg)
theSTRATEGIC DESIGNERDesign for business
Designers provide business value
![Page 12: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/12.jpg)
theSTRATEGIC DESIGNERDesign for business
Designers are strategists
![Page 13: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/13.jpg)
theSTRATEGIC DESIGNERDesign for business
Designers are process driven
![Page 14: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/14.jpg)
theSTRATEGIC DESIGNERDesign for business
Designers are thinkers
![Page 15: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/15.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is strategic
![Page 16: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/16.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is strategic
“design skills and business skills are converging…It's time to embrace a new value proposition based on creating – indeed,often co-creating -- new products and services with customers that fill theirneeds, make them happy, and make companies and shareholders rich.“Martin goes on to say that the design skills of “understanding, empathy,problem solving” are what business need today.”
Roger Martin, dean of the Rotman School of Management at the University of Toronto
![Page 17: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/17.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is the experience
![Page 18: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/18.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is the experience
Sensation transference• Christian Brothers and E&J brandy
![Page 19: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/19.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is the experience
Sensation transference• Christian Brothers and E&J brandy
![Page 20: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/20.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is the experience
Your coffeeisn’t bitter.
![Page 21: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/21.jpg)
theSTRATEGIC DESIGNERDesign for business
Why should designers care about strategy?
Client
![Page 22: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/22.jpg)
theSTRATEGIC DESIGNERDesign for business
Designers are problem solvers
![Page 23: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/23.jpg)
theSTRATEGIC DESIGNERDesign for business
theSTRATEGIC DESIGNERDesign for business
![Page 24: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/24.jpg)
theSTRATEGIC DESIGNERDesign for business
We need to ask questions
![Page 25: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/25.jpg)
theSTRATEGIC DESIGNERDesign for business
We need to listen
![Page 26: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/26.jpg)
theSTRATEGIC DESIGNERDesign for business
We need to dig deep
Why do you hate your logo?
It’s not “swooshy”
enough
![Page 27: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/27.jpg)
theSTRATEGIC DESIGNERDesign for business
<#A"()*L$,#-"3(#
:-.%-,)"2*1,#")(*1,5,&3>=,(-*M$,#-"3(#
W);-.'(7);>)C$(6-$,D'>)-''H 567($>'$&D.$+&.-$@D.@&'-ZH567($>'$&D.$A>'>&)ZH567($>'$&D.$E>''>&)ZH567($7.-$&D.$C&7:'ZH 567($7.-$&D.$'(.-)C(6'ZH567($>'$67@@-)>)C$>)$&D.$-)A>.&)E-)(Z
W);-.'(7);>)C$(6-$7D;>-)+-H567($;&$&D.$7D;>-)+-'$-K@-.>-)+-ZH I&8$ ;&$&D.$7D;>-)+-'$,-67A-Z
P&E@-(>(>A-$@&'>(>&)>)CH 567($>'$&D.$D)>FD-$A7:D-ZH56-.-$+7)$8-$7;;$A7:D-ZH567($>'$&D.$,.7);$@.&E>'-Z
P.-7(>A-;-A-:&@E-)(H 567($>'$&D.$,.7);$)7E-ZH567($>'$&D.$,.7);$(7C:>)-ZH567($>'$&D.$A>'D7:$'(<:-ZH 567($>'$&D.$:&C&Z
"E@:-E-)(7(>&)H I&8$ ;&$8-$:>A-$(6-$,.7);ZH I&8$ ;&$8-$:7D)+6$(6-$,.7);Z
%.7);-A7:D7(>&)$H I&8$ ;&$8-$E-7'D.-$>)(-.)7:$7:>C)E-)(ZH I&8$ ;&$8-$E-7'D.-$7D;>-)+-$787.-)-''ZH I&8$ ;&$8-$E-7'D.-$,D'>)-''[email protected]&.E7)+-Z
![Page 28: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/28.jpg)
theSTRATEGIC DESIGNERDesign for business
What is strategy anyway?
Client
Strategyin 60 seconds
![Page 29: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/29.jpg)
theSTRATEGIC DESIGNERDesign for business
:-.%-,)/*%(+*+,#")(
P&E@-(>(>A-$'(.7(-C>-'
P&'(
H !+6>-A-$7$'D'(7>)7,:-$+&'($7;A7)(7C-$&A-.$+&E@-(>(&.'$(6&DC6$E7.?-($'67.-$&.$7++-''$(&$.78$E7(-.>7:'
H M[\$57:E7.(
]&+D'
H ]&+D'$&)$7$'E7::$(7.C-($7D;>-)+-$&.$@.&A>;-$7$:>E>(-;$@.&;D+($:>)-
H M[\$!)(6.&@&:&C>-
O>BB-.-)(>7(>&)
H ^.&A>;-$7$D)>FD-$7D;>-)+-$A7:D-$(6.&[email protected]&.E7)+-0$FD7:>(<0$&[email protected]'(>C-
H M[\$I7.:-<$O7A>;'&)
![Page 30: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/30.jpg)
theSTRATEGIC DESIGNERDesign for business
:-.%-,)/*%(+*+,#")(
0&",(-
L(.7(-C<
M)A>.&)E-)(H ^&:>(>+7:H M)A>.&)E-)(H L&+>7:H =-+6)&:&C>+7:
0&",(-0&",(-
P&E@-(>(>A-$7)7:<'>'H ";-)(>(<H ^-.B&.E7)+-H L5*=H PD:(D.-
!D;>-)+-$7)7:<'>'H L-CE-)('H U&(>A7(>&)'H %-67A>&.'H Q--;'
%D'>)-''$7)7:<'>'H ";-)(>(<H ^-.B&.E7)+-H L5*=H PD:(D.-
L(.7(-C<$;-A-:&@E-)($ B.7E-8&.?$
![Page 31: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/31.jpg)
theSTRATEGIC DESIGNERDesign for business
:-.%-,)/*%(+*+,#")(
0&",(-
L(.7(-C>+^&'>(>&)>)C
M)A>.&)E-)(H ^&:>(>+7:H M)A>.&)E-)(H L&+>7:H =-+6)&:&C>+7:
0&",(-0&",(-
P&E@-(>(>A-$7)7:<'>'H ";-)(>(<H ^-.B&.E7)+-H L5*=H PD:(D.-
!D;>-)+-$7)7:<'>'H L-CE-)('H U&(>A7(>&)'H %-67A>&.'H Q--;' %D'>)-''$7)7:<'>'
H ";-)(>(<H ^-.B&.E7)+-H L5*=H PD:(D.-
P.-7(>A-$;-A-:&@E-)(H ^&'>(>&)>)CH U-''7C>)CH Q7E>)CH =7C:>)-'H _>'D7:$;-'>C)
L(.7(-C>+$;-'>C)$;-A-:&@E-)($ B.7E-8&.?
![Page 32: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/32.jpg)
theSTRATEGIC DESIGNERDesign for business
1,#")(*"#*23&&%43.%-"5,
*)$7$'>;-$)&(-\
!"#$%&'%"$%(')*+,'&-.
![Page 33: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/33.jpg)
theSTRATEGIC DESIGNERDesign for business
1,#")(*"#*23&&%43.%-"5,
/011230425607'68'9:;
H I&8$;&$;-'>C)-.'$,.>)C$-K@-.(>'-$7);$>)'>C6($(&$,-7.$&)$;-'>C)$@.&,:-E'Z$
H O-'>C)-.'$7.-$)&8$23E2.,%-3.# 8>(6$@-&@:-$B.&E$&(6-.$;>'+>@:>)-'G$%.7);$7)7:<'('0$LM*$'@-+>7:>'(0$'6&@@-.$E7.?-(>)C$+&)'D:(7)(0$;-'>C)$.-'-7.+6-.'0$L<'(-E'$7)7:<'('0$O%! '$+&@<8.>(-.'0$7);$-A-)$&(6-.$;-'>C)-.'G$
H ")$7;;>(>&)$(&$(6-'-$8&.?$(-7E'0$2&",(-# 7);$%$+",(2,# ED'($7:'&$,-$-)C7C-;G$
![Page 34: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/34.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is collaborative
![Page 35: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/35.jpg)
theSTRATEGIC DESIGNERDesign for business
Design is collaborative
“People support what they help create”
![Page 36: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/36.jpg)
theSTRATEGIC DESIGNERDesign for business
What Are We Doing Today?
Client
AmalgamatedWiffle Ball Corp.• The leader in wiffleball and wiffleball
related products• How will you beat them in the
marketplace?• How will your company create
awareness for itself?• How do you differentiate a
commodity?
![Page 37: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/37.jpg)
theSTRATEGIC DESIGNERDesign for business
What Are We Doing Today?
Client
![Page 38: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/38.jpg)
theSTRATEGIC DESIGNERDesign for business
1,#")(*"#*%*P.32,##
:-.%-,)"2*1,#")(*1,5,&3>=,(-*P.32,##
W);-.'(7);>)C$(6-$,D'>)-''H U>''>&)$X$_>'>&)
H #&7:'H M)A>.&)E-)(
W);-.'(7);>)C$(6-$7D;>-)+-H L-CE-)('H !((>(D;-'H %-:>-B'H _7:D-'H %-67A>&.'
P&E@-(>(>A-$@&'>(>&)>)CH P&'(H ]&+D'H O>BB-.-)(>7(>&)
P.-7(>A-;-A-:&@E-)(H _-.,7:$>;-)(>(<H _>'D7:$";-)(>(<
%.7);-A7:D7(>&)$H ")(-.)7:$7:>C)E-)(
H !D;>-)+-$787.-)-''
H %D'>)-''[email protected]&.E7)+-
![Page 39: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/39.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business
![Page 40: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/40.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+"()*-C,*4$#"(,##;*1,I"(,*-C,*>.34&,=
![Page 41: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/41.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+"()*-C,*4$#"(,##;*1,I"(,*-C,*>.34&,=
P.34&,=*+,I"("-"3(*-33&#
O.>::$O&8)$=-+6)>FD- "'6>?787$O>7C.7E'
![Page 42: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/42.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Define the problem
PROBLEM DEFINITION EXERCISE:Draw the problem
The Problem: Amalgamated Wiffle Ball dominates the market and your company has no name recognition with buyers either in-store or online.
How would you solve this problem?Step 1: Create a list of five items that contribute to the problem.Step 2: Draw a picture of how to solve the problem. Consider the who, what, where, when, why and how of the problem.
![Page 43: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/43.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Purpose, vision & mission
![Page 44: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/44.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+"()*-C,*4$#"(,##;*P$.>3#,G*5"#"3(*\*="##"3(
!"#"3(%I!#_>A>;$
O-'+.>@(>&)
@"##"3(567($;&$8-$;&Z
56&$;&$8-$'D@@&.(ZI&8$;&$8-$;&$>(Z
03.,*9+,3&3)/P&.-$A7:D-'P&.-$̂ D.@&'-
!"#"3(%I!#_>A>;$
O-'+.>@(>&)
@"##"3(567($;&$8-$;&Z
56&$;&$8-$'D@@&.(ZI&8$;&$8-$;&$>(Z
567($;&$8-$;&Z@"##"3(
03.,*9+,3&3)/P&.-$A7:D-'P&.-$̂ D.@&'-
567($;&$8-$;&Z567($;&$8-$;&Z
![Page 45: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/45.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Purpose, vision & mission
![Page 46: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/46.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Purpose, vision & mission
CORE PURPOSE EXERCISE:The Random Serial Killer Test
If someone were to buy the company at a generous price,guarantee that the employees would maintain their salariesalbeit in a different industry, and that the buying company woulddestroy the firm and eliminate all its offerings, causing the companyto no longer exist, would you accept the offer?
Why, or why not?
![Page 47: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/47.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Purpose, vision & mission
![Page 48: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/48.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+"()*-C,*4$#"(,##;*P$.>3#,G*5"#"3(*\*="##"3(
!9:9UX*676809:6;O.78>)C$(6-$BD(D.-$'(7(-
H P*_MV$N =>E-$U7C7J>)-$$+&A-.$B-7(D.>)C$(6-$&.C7)>J7(>&)H IM!O`"QM$N Q-8'$6-7;:>)-$7,&D($(6-$&.C7)>J7(>&)H L"OM%!V$N ")(-.-'(>)C$B7+('$7,&D($(6-$&.C7)>J7(>&)H aW*=ML$N 567($@-&@:-$7.-$'7<>)C$7,&D($(6-$&.C7)>J7(>&)H "U!#ML$N "E7C-'$(67($;-@>+($(6-$BD(D.-$'(7(-
![Page 49: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/49.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Purpose, vision & mission
MISSION EXERCISE:Mission MadLibs
Organization X serves (constituent groups)by (definition of the business).
Organization X is different from (competitor)because of (point of differentiation).
Or
(Constituent group) need (insight/why).(organization x) provides (differentiated solution)
![Page 50: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/50.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Goals
![Page 51: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/51.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+"()*-C,*4$#"(,##;*]3%&#
#&7:$B.7E-8&.?
*,e-+(>A-'H 56<$;&-'$(6-$,.7);$-K>'(Z
#&7:'H 567($'(.7(-C>-'$8>::$8-$D'-$(&$7++&E@:>'6$&D.$&,e-+(>A-'Z
R^"H 567($E-(.>+'$8>::$6-:@$D'$D);-.'(7);$6&8$8-$7.-$;&>)CZ
=7.C-(H 567($)DE-.>+7:$A7:D-'$8>::$8-$D'-$(&$E-7'D.-$'D++-''Z
![Page 52: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/52.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Goals
![Page 53: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/53.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Goals
GOAL FOCUS EXERCISEWhat’s important and achievable
This exercise answers the question“Given our resources, what shouldwe do?
Step 1: Brainstorm and list top five goalsStep 2: Rank for importance and feasibilityStep 3: Chart points on the grid
![Page 54: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/54.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Goals
![Page 55: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/55.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Goals
![Page 56: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/56.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: Internal analysis
![Page 57: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/57.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+"()*-C,*4$#"(,##;*9(-,.(%&*%(%&/#"#
:JUQ*676809:6")(-.)7:$7);$-K(-.)7:$7)7:<'>':-.,()-C# b(-);$(&$,-$>)(-.)7:cH 567($;&$8-$;&$,-((-.$(67)$&D.$@--.'ZH 567($7.-$8-$?)&8)$B&.ZH 567($.-'&D.+-'$;&$8-$67A-Z
J,%A(,##,# b(-);$(&$,-$>)(-.)7:cH 567($@.&,:-E'$;&-'$(6-$D)>A-.'>(<$B7+-ZH 567($;&)9($8-$;&$8-::ZH 567($6&:;'$D'$,7+?$B.&E$,->)C$86-.-$8-$87)($(&$,-Z
U>>3.-$("-",# b(-);$(&$,-$-K(-.)7:cH 567($(.-);'$+7)$8-$(7?-$7;A7)(7C-$&BZH 567($7+(>&)'$+7)$8-$(7?-$(67($8>::$@.&;D+-$7$+&E@-(>(>A-$
7;A7)(7C-Z
QC.,%-# b(-);$(&$,-$-K(-.)7:cH 567($D)B7A&.7,:-$(.-);'$7.-$&++D..>)CZ$H 567( '$67@@-)>)C$>)$(6-$'(7(-$(67($+&D:;$67A-$7$)-C7(>A-$>E@7+($
&)$(6-$D)>A-.'>(<Z
*@@&.(D)>(>-' =6.-7('
L(.-)C(6' 5-7?)-''-'
")(-.)7:$B&.+-'
MK(-.)7:$B&.+-'
![Page 58: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/58.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the business: External analysis
PEST EXERCISEEnvironmental analysis
PEST Analysis is a useful tool for understanding the ‘big picture’ of the environment in which you are operating, and for thinking about the opportunities and threats that lie within it. By understanding your environment, you can take advantage of the opportunities and minimize the threats. PEST analysis consists of four questions.
• What political considerations do we need to be aware of?• What is happening in the environment/industry?• What social trends and consumer values do we need to consider?• What technological tools can we take advantage of?
![Page 59: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/59.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience
![Page 60: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/60.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience
Focus groups
• Moderator• Scripted series of questions• Getting to why, gaining insight• Neutral locations• 1 - 2 hours long• 3 rounds of test will get you best results• Good for brainstorming with audiences or to develop a deeper
understanding of their motivations
![Page 61: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/61.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience
Dyads and Triads
• Dyads – Two friends interviewed as a pair– Used for exploring issues that might be hard to articulate– Good for getting “honest” responses– Friends keep each other in check, making them less likely to lie
• Triads – Three people who are either similar to one another, or different in a specific way
– The same: The conversation can be generative like a focus group– Different (but in the same arena, like donors who contribute at different
levels): Their responses can be seen as comparative
![Page 62: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/62.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+*-C,*%$+",(2,
M(6)&C.7@6<
H `&&?'$7($7D;>-)+-'$>)$(6-$+&)(-K($&B$(6->.$:>A-'
H ^.&;D+-'$;-(7>:-;$>)$;-@(6$&,'-.A7(>&)'$>)$)7(D.7:$-)A>.&)E-)('
H *,'-.A>)C$@-&@:-$>)$(6->.$;7<$(&$;7<$7+(>A>(>-'
H !::&8'$;-'>C)-.$(&$,-((-.$D);-.'(7);$7D;>-)+-'
![Page 63: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/63.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+*-C,*%$+",(2,;*P,.#3(%#
56&$>'$(6-$7D;>-)+-Z
O-E&C.7@6>+'H!C-H#-);-.H`&+7(>&)HL(7(D'
U<-.'T%.>CC'HMK(.&A-.('d")(.&A-.('HL-)'&.'d]--:-.'HYD;C-.'d^-.+->A-.'H=6>)?-.'d]--:-.'
R->.'-<T%7(-'H!.(>'7)'H#D7.;>7)'H";-7:>'('HV7(>&)7:>'('
I>@@&+.7(-'HL7)CD>)-HP6&:-.>+HU-:7)+6&:>+H^6:-CE7(>+
![Page 64: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/64.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+*-C,*%$+",(2,;*P,.#3(%#
P68:UX<*676809:6;ME@7(6<$U7@'
ME@7(6<$E7@'$7+($7'$7$'>E@:-@-.'&)7'$(67($6-:@$C-($(6-$(-7E(6>)?>)C$7,&D($(6-$7D;>-)+-
H 567($;&$<&D$B--:ZH 567($;&$<&D$6-7.ZH 567($;&$<&D$'7<ZH 567($;&$<&D$'--Z$
"E7C-$B.&E$!:-K7);-.$*'(-.87:;-. 7);$hA-'$̂ >C)-D.
![Page 65: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/65.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+*-C,*%$+",(2,;*P,.#3(%#
L@&)(7)-&D'aD>+?d
-E&(>&)7:
P&E@-(>(>A-aD>+?d:&C>+7:
IDE7)>'(O-:>,-.7(-d-E&(>
&)7:
U-(6&;>+7:O-:>,-.7(-d:&C>+7:
^-.'&)7$].7E-8&.?
Quick
Deliberate
ME&(>&)7:$$$$$$$$$$$$$$$$$$$`&C>+7:
![Page 66: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/66.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience: Personas
Competitive PersonaAttitude Business like
Use of time Disciplines and fast paced
Requirements Your qualifications
Weaknesses Documented evidence/results
How to present What you can do for them
Problem solving Support their ideas and conclusions
Facilitate decisions Provide option
![Page 67: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/67.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience: Personas
Spontaneous PersonaAttitude Personal and activity oriented
Use of time Undisciplined and fast paced
Requirements Evidence you’re trustworthy and friendly
Weaknesses Personal attention and interest
How to present Why you are the best solution
Problem solving Support their feelings, interests and excitement
Facilitate decisions Provide guarantees and opinions, not options
![Page 68: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/68.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience: Personas
Humanist PersonaAttitude Personal and relationship oriented
Use of time Undisciplined and slow paced
Requirements Who are you, what you think and who you know
Weaknesses Give recognition and approval
How to present Who have provided solutions to
Problem solving Support their ideas, intuitions, your relationship
Facilitate decisions Offer testimony and incentives
![Page 69: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/69.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience: Personas
Methodical PersonaAttitude Business and detail oriented
Use of time Disciplined and slow paced
Requirements Evidence of your experience and knowledge
Weaknesses Documented evidence and preparation
How to present How you can provide a solution
Problem solving Support their principles and rational approach
Facilitate decisions Provide evidence and service
![Page 70: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/70.jpg)
theSTRATEGIC DESIGNERDesign for business
T(+,.#-%(+*-C,*%$+",(2,;*P,.#3(%#
![Page 71: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/71.jpg)
theSTRATEGIC DESIGNERDesign for business
Understand the audience: Personas
PERSONA EXERCISE:Building a persuasion architecture
• Photo: What do they look like• Name: What do we call them?• Personality type: Which of the four personality types are they?• Description: What is the problem they are trying to solve?• Personality profile:
– Attitude: Are they emotional or logical– Use of time: Are they quick, or deliberate? – Requirements: What do they need from the brand?– Weaknesses– How to present: How do they want the brand information presented?– Problem solving: How can the brand support their decision making?– Decision making
![Page 72: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/72.jpg)
theSTRATEGIC DESIGNERDesign for business
03=>,-"-"5,*%(%&/#"#
:-,>*Z;*O-(-.E>)-$867(>'$>E@&.(7)($(&$(6-7D;>-)+-$>)$(6>'$+7(-C&.<
:-,>*[;*V7)?$<&D.'-:B!);$<&D.$+&E@-(>(&.'
:-,>*^;*P67.($&)$7$C.7@6
:-,>*_;*";-)(>B<$@&>)('$&B;>BB-.-)(>7(>&)
676809:6;P&E@-(>(>A-$7)7:<'>'
O>BB-.-)(>7(>&)$>'$7,&D([email protected]''>)C$7$D)>FD-$A7:D-$(67($>'$E-7)>)CBD:$(&$(6-$(7.C-($7D;>-)+-
10
9
8
7
6
5
4
3
2
1
0
Cos
t
Avai
labi
lity
Dur
abili
ty
Varie
ty
Fun
Usa
bilit
y
Safe
ty
Customer expectations
Leve
l of p
erfo
rmac
e
Brand ABrand B Brand C
![Page 73: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/73.jpg)
theSTRATEGIC DESIGNERDesign for business
03(2,>-#*%(+*+,#")(#
![Page 74: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/74.jpg)
theSTRATEGIC DESIGNERDesign for business
Concepts and designs
Creating visual brand alignmentDrawing, keywords, mind maps, word associations
![Page 75: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/75.jpg)
theSTRATEGIC DESIGNERDesign for business
Concepts and designs
EXERCISE:Conceptual drawing
• Drawing the experience• Conceptual• Fun• Creates buy-in
![Page 76: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/76.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the audience
• Projective techniques– Drawing the
experience
![Page 77: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/77.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the audience
• Projective techniques– Drawing the
experience
![Page 78: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/78.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the audience
• Projective techniques– Drawing the
experience
![Page 79: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/79.jpg)
theSTRATEGIC DESIGNERDesign for business
Understanding the audience
• Projective techniques– Drawing the
experience
![Page 80: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/80.jpg)
theSTRATEGIC DESIGNERDesign for business
Concepts and designs
![Page 81: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/81.jpg)
theSTRATEGIC DESIGNERDesign for business
Q3-,="2#;*Y3F*+3*-C,/*#,,*"-K*
![Page 82: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/82.jpg)
theSTRATEGIC DESIGNERDesign for business
Valued WordsQuick, new, fun, spontaneous, reliable, clean, accommodating,
flexible, open and friendly
Totemics: Define the vocabulary
![Page 83: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/83.jpg)
theSTRATEGIC DESIGNERDesign for business
Q3-,="2#;*03&&,2-*"=%),#
![Page 84: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/84.jpg)
theSTRATEGIC DESIGNERDesign for business
!%&$,+*J3.+#aD>+?0$)-80$BD)0$'@&)(7)-&D'0$.-:>7,:-0$+:-7)0$7++&EE&;7(>)C0$
B:-K>,:-0$&@-)$7);$B.>-);:<
Q3-,="2#;*1"#-"&&*"=%),#
![Page 85: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/85.jpg)
theSTRATEGIC DESIGNERDesign for business
![Page 86: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/86.jpg)
theSTRATEGIC DESIGNERDesign for business
![Page 87: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/87.jpg)
theSTRATEGIC DESIGNERDesign for business
![Page 88: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/88.jpg)
theSTRATEGIC DESIGNERDesign for business
![Page 89: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/89.jpg)
theSTRATEGIC DESIGNERDesign for business
![Page 90: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/90.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
_>'D7::<$7.(>+D:7(>)C$(6-$+&)+-@(
N I->).>+6$5&:BB:>)$T ^'<+6&:&C<$7);$+&E@7.>'&)$b:>)-7.T@7>)(-.:<0$@:7)-T.-+-''>&)0$+:&'-;T&@-)0$ED:(>@:>+>(<T+:-7.)-''c$
N VD;&:@6$!.)6->E$T =6-$7.($&B$@-.+-@(>&)$b,7:7)+-0$'67@-0$B&.E0$C.&8(60$:>C6(0$'@7+-0$+&:&.0$E&A-E-)($7);$;<)7E>+'c
N O.G$%-.);$L+6E>(($$T O-B>)>)C$([email protected](-.'$&B$'(<:-
![Page 91: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/91.jpg)
theSTRATEGIC DESIGNERDesign for business
Parameters of style
A tool for aligning collaborators
• Defining the parameters of style– Complexity: minimal <> complex– Representation: realist <> abstract– Movement: dynamic <> static– Voice: loud <> understated– Time: contemporary <> traditional– Location: city/country/state/nation/international– Authenticity: authentic <> derivative– Technology: Hi tech <> handmade– Sophistication: casual <> sophisticated
![Page 92: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/92.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H P&E@:-K>(<\$!"#"!$%&'(&)*!+%,-
![Page 93: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/93.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H [email protected]'-)(7(>&)\$.,$%"/0&'(&$1/0.$)0
![Page 94: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/94.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H U&A-E-)(\$23#$!")&'(&/*%"2
![Page 95: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/95.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H _&>+-\$%*42&'(&4#2,./0$0,2
![Page 96: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/96.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H =>E-\$)*#0,!+*.$.3&'(&0.$2"0"*#$%
![Page 97: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/97.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H `&+7(>&)\$)"035)*4#0.35/0$0,5#$0"*#5"#0,.#$0"*#$%
![Page 98: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/98.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H !D(6-)(>+>(<\$$406,#0")&'(&2,."7$0"7,
![Page 99: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/99.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
H =-+6)&:&C<\$8"&0,)6&'(&6$#2!$2,
![Page 100: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/100.jpg)
theSTRATEGIC DESIGNERDesign for business
P%.%=,-,.#*3I*#-/&,
Minimal
Realistic
Dynamic
Loud
Contempoaray
Local
Authentic
Hi Tech
Casual
Complex
Abstract
Static
Understated
Traditional
International
Derivative
Handmade
Sophisticated
![Page 101: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/101.jpg)
theSTRATEGIC DESIGNERDesign for business
0.,%-,*23(2,>-#*%(+*+,#")(#
676809:6%.7>)$'?-(+6>)C$-K-.+>'-
:-,>*Z;*O-B>)-$(6-$@.&,:-EG$$=6-$@.&,:-E$>'$;-B>)-;d;>'+D''-;$,<$(6-$C.&D@$D)(>:$+:-7.:<$D);-.'(&&;G
:-,>*[;*%.7>)'(&.EG$W'-$7$'(7);7.;$,.7>)'(&.E>)C$(-+6)>FD-$(&$,-C>)$(6-$'-''>&)0$(6-)$'8>(+6$(&$@>+(D.-'$86-)$>;-7'$,-C>)$(&$;8>);:-$i (6>'$8>::$'@7.?$)-8$>;-7'GG
![Page 102: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/102.jpg)
theSTRATEGIC DESIGNERDesign for business
0.,%-,*23(2,>-#*%(+*+,#")(#
676809:6%.7>)$'?-(+6>)C$-K-.+>'-
:-,>*^;**L?-(+6>)CG$^7.(>+>@7)('$8>::$67A-$B>A-$E>)D(-'$(&$;.78$(6->.$'&:D(>&)$(&$(6-$@.&,:-EG$*)+-$(6-$(>E-$:>E>($>'$D@0$@7.(>+>@7)('$(6-)$':>;-$(6->.$@7@-.'$(&$(6-$@-.'&)$&)$(6-$.>C6(G$
:-,>*_;*P&::-+(>&)$7);$.-B:-+(>&)\$*)+-$7::$(6-$>E7C-'$67A-$C&)-$7.&D);$(6-$(7,:-0$(6-<$7.-$+&::-+(-;$7);$;>'+D''-;G$=6-'-$>E7C-'$7.-$(6-)$D'-;$7'$eDE@>)CT&BB$@&>)('$B&.$)-8$>;-7'G
![Page 103: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/103.jpg)
theSTRATEGIC DESIGNERDesign for business
65%&$%-"()*+,#")(*#$22,##
![Page 104: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/104.jpg)
theSTRATEGIC DESIGNERDesign for business
Evaluating design success
Not picking winners • The best looking designs
are not always the most effective
• Design must be looked at “in context”
• How does the proposed design work against the competition?
• Allows designers to focus on real design issues, not perceived issues
• Design must ultimately achieve a goal. Looks are secondary.
![Page 105: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/105.jpg)
theSTRATEGIC DESIGNERDesign for business
Evaluating design success
Review in context• Don’t vote• It’s not about
comparing options, it’s about simulating the introduction of new systems
• Use a monadic approach
![Page 106: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/106.jpg)
theSTRATEGIC DESIGNERDesign for business
65%&$%-"()*+,#")(*#$22,##
)072C6>'$==402>D!$E-7)'$B&.$(-'(>)C$ED:(>@:-$;-'>C)$&@(>&)'H =8&$C.&D@'$&B$@-&@:-H M7+6$C.&D@$.-A>-8'$&)-$&B$(6-$;-'>C)$&@(>&)'H P&[email protected]$(6-$.-'@&)'-'
![Page 107: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/107.jpg)
theSTRATEGIC DESIGNERDesign for business
65%&$%-"()*+,#")(*#$22,##
!"#$%&*6L$"-/
![Page 108: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/108.jpg)
theSTRATEGIC DESIGNERDesign for business
65%&$%-"()*+,#")(*#$22,##
676809:6;_>'D7:$MFD>(>-'$
O.78$(6-$:&C&'$+.-7(-,<$(6-$&(6-.$(7,:-'$B.&EE-E&.<G$
![Page 109: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/109.jpg)
theSTRATEGIC DESIGNERDesign for business
Evaluating design success
EXERCISE:Net Promoter Score
How likely is it that you would recommend this organization to a friend or colleague?
• Promoters (score 9-10)• Passives (score 7-8)• Detractors (score 0-6)
![Page 110: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/110.jpg)
theSTRATEGIC DESIGNERDesign for business
Remember…
You are already a creative thinker.Now become a strategic partner.
![Page 111: Visualizing Communication Strategy: AIGA Boston 2015](https://reader034.vdocuments.site/reader034/viewer/2022052606/58752df31a28abe7728b4fdf/html5/thumbnails/111.jpg)
theSTRATEGIC DESIGNERDesign for business
:C%=,&,##*>.3=3-"3(
=6-$L(.7(-C>+$O-'>C)-.888G(6-T'(.7(-C>+T;-'>C)-.G+&E;,6&:'(&)mCE7>:G+&E