Some say that design is to strategy, what the Knight is to Chess, but its well understood to win the game you need to design a successful strategy. With organizations taking design more seriously, and viewing their design < both the people and artifacts, as a critical market differentiator, it is easy to image a seat at the table with your name on it. Design can play a dual role; both in the realization as well as the definition of strategy. Ideally this should make it even easier to promote the value of design‹unfortunately the difference is often lost on most people, most often on designers themselves. When you image sitting there with your CEO, what will you say? What will be your POV?

1. design + strategy
design your strategy
m a t t h e w h o l l o w a y
=×≈≤≥

2. software architecture is designed
development tools are designed
feature sets and functionality are designed
customer support systems are designed
go-to-market strategies are designed
marketing programs are designed
design +≈ strategy
m a t t h e w h o l l o w a y
what is design?
business plans are designed
product roadmaps are designed
platform performance is designed
schemas and business objects are designed
user interfaces are designed
brands 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

3. behaviors
intangibles
what / how
design + strategy
measurements
m a t t h e w h o l l o w a y
but what is design?
where is the impact?
potential of design
deliverables
simplicity
integration
make it happen
attitude
“squirrel”
reactive
solutions
artifacts
expressions
guidelines
opportunity
synthesis
innovations
sustainable advantage
challenges
predictability
transparency
creditability
craft of design
what’s next?
challenge assumptions
design index
little d / big D
promise
innovations
approval
resources
design leaders
planning
macro process
ucd, etc.
quarterly/annual
day to day
organizational
culture
financial
evangelism
the what
products
branding
services
look & feel
the how
brainstorming
prototypes
mock-ups
processes
talent acquisition
aligned metrics
upfront alignment
talking points
impact on bottom line
success
awards
revenue
talent acquisition
perception
aesthetics
usability
detail focus
specs
capabilities
track record portfolio
customer feedback cause / effect
decreased support
market recognition
productivity / growth
creative
obsessive
facilitation
customer focus
recognition
≠
value creation

4. elements strengths,
weakness
& gaps
vehicles
differentiators
actual / potential
control / chaos
challenges what is strategy?
design ≠+≤ strategy
execution how is it defined?
m a t t h e w h o l l o w a y
horizon
consumer: 1-2 years
enterprise: 7-10 years
portfolio
people
markets
arenas
staging
technology
economics
threats
social change
innovations
disruptions
risk aversion
operations
culture
space
process
top down
c-level
objectivity
alignment
x-functional
stakeholders
e-staff
partners
investors
shareholders
focus
sustainability
priorities
implementable
resources
suppliers
break it down
year to year
day to day
quarterly
corrections
disruptions
objectivity
back to tactics
transparency
communication
clarity
people
alignment
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
market / resources
evolution / revolution
frameworks
market forces
value chain
business model
dimensions
context
process
content
capabilities
market context
liability
context
compliance / choice
global / local
design language
customer desires
technical viability
productivity / growth
design v. design

5. background
80%
40+ years F500
founder led
unusable
maintenance
SAP
strengths,
weakness
& gaps
organization
new leadership
old guard
# of screens
reputation
just say no
painters
stagnant guidelines
design +≤ strategy
m a t t h e w h o l l o w a y
culture
college to retirement
small town
installed base
internet
regain design
threats
point solutions
prescriptive
ridged
disintermediation
operations
isolated
n.i.h.
isolated culture
acqu-innovation
process leaders
design services team
organizational
transformation
alignment
tools & metrics
impact
180 projects
new dev process
imbedded d.t.
regain design
customer focus
innovation
people
alignment
team set-up
credibility
x-discipline
optimists
political savvy
design thinking
demonstrations
training
consulting
what its not
ux design
blue sky
corporate strategy group
alignment
m.e.c.e.
roll-ups
praetorian
the matrix
metrics
micro kpi
peer driven
market review
business
cases
compliance
pressure points
calibration
thought leaders
external press
m&a strategy
legacy ux
impact
300+ designers
tools
guidelines
statistics
time on task
perception
complexity
transaction codes
3rd party tools
rocket science
syndication
cross-org
team roll-offs
red thread
exclusive / opaque
talent programs
? ? ?

6. training
media
network
800+
support
organizational transformation
web 2.0
social networks
millennials
consumerization
organic
engagement
iphone
design += strategy
m a t t h e w h o l l o w a y
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
on-demand
on-line
purchase
marketing
customer service
new POV
refresh processes
embedded
end-user defined.
business
by design
cloud
full suite
flagship
analytics
who? why?
collaborative
real-real time
4m+
workcenters
x75
customers
partners
architecture
scalability
mobile ready
human capital management
internal
performance
compensation
policy
henning’s ah-ha
solution
suite overhaul
wiki-faction
mobile
m & a
torrent
rethink
“process”
ad hoc
department level
mobile
blackberry
tablets
prototype
tangible
biz case & demo
the right problem
tangibility
impact
clarity & alignment
reprioritization
gaps in skills & tech
evangelize
harmony
matchmaking
profiles
projects
training
davos
processes
hi-po program
in-path upgrades
credibility
respect
reprioritization

7. define the
problem
designing a role for design
peers
syndication
challenges
external support
syndicate
best practices
targeted impact
idea v innovation
metrics
ceo
fridge magnets
priorities
real insights
measurements
kpi / quarterlies
skin in the game
Design v. design
design += strategy
m a t t h e w h o l l o w a y
adjacencies
synergies
known issue?
latent need?
patterns
opportunities
value
differentiators
challenges
adjacencies
success
adjectives
360°
stakeholders
prototype
right tools
shared
endorsement
champions
targeted
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
impact
opportunity
investment
celebrate it
big & small
bottom line
next steps
distributed
sell it
deep dive
aspirational
empower
build “brand”
upsell
market leaders
what will you say?
analogies
competition
sustainable
gaps
milestone
recognition
responsibilities
open source
momentum
demonstrations
design advisors
analytics
tailored
×

8. how? comments? questions?
design +
× strategy
design yourself
intention
c-level
sponsor
contribution
reputation
creditability
m a t t h e w h o l l o w a y
iterations
deliver
team
impact
network
POV
why / when
what / how
roger martin
executiveness
process focus presence
outcomes
design council
organization
evangelize
operational
coalition
tools
business
cases
analytics
market 360°
nexus
people
do it
mentors
optimism
prototype plans trust
simplicity accountability
thank you
executive sponsor
matthew@matthewholloway.com

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

10. principles
empathy priorities
design
thinking
synthesis
understand prototype
validation innovation
iteration
m a t t h e w h o l l o w a y
analysis
research build