pr genome series: the case for design thinking in communications
TRANSCRIPT
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
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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
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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)
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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
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THANKS