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Social by Design: Design Thinking & Business

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David Armano
David Armano

A brief overview of how design and business intersect with a focus on design thinking and social business process design.

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Source: Stanford D School SOCIAL  BY  DESIGN   DESIGN  THINKING  &  BUSINESS     DAVID  ARMANO   EVP,  INNOVATION  &  INTEGRATION    |  EDELMAN  DIGITAL  |  @armano     Edelmandigital.com
  “DESIGN  THINKING”   IS  DEAD.   Edelmandigital.com
3   Edelmandigital.com
  YET  “DESIGN”     LIVES  ON…     Edelmandigital.com
5   Edelmandigital.com
  BUILD  THEM  UP.  TEAR  THEM   DOWN.  BUILD  THEM  UP...   (REPEAT)   Edelmandigital.com
“Design is the planning that lays the basis for the making of every object or system ” 7   Edelmandigital.com
“Design is the planning that lays the basis for the making of every object or system” 8   Edelmandigital.com
PURPOSEFUL   INTENTIONAL   DESIGN Edelmandigital.com
  CONGRATULATIONS.   WE  ALL  NEED  TO  UNDERSTAND   HOW  DESIGN  APPLIES     TO  BUSINESS.   Edelmandigital.com
11   Edelmandigital.com
  HE  DID   Edelmandigital.com
More  than  a  designer,     Steve  Jobs  was  an     eco-­‐system  architect       13   Edelmandigital.com
14   Edelmandigital.com
15   Edelmandigital.com
  BUT  YOU’RE  NOT  STEVE   Edelmandigital.com
WTF?   17   Edelmandigital.com
Facebook   18   Edelmandigital.com
19   Edelmandigital.com
SOCIAL  BY   DESIGN?   (blink,  bleep,  seizure,  help...)   20   Edelmandigital.com
  OK.  “DESIGN”  IS  STILL  IMPORTANT   Edelmandigital.com
  HOW  I’VE  USED  “DESIGN  THINKING”   IN  BUSINESS     Edelmandigital.com
  DESIGN  THINKING  HELPS  SELL  IDEAS   Edelmandigital.com
24   Edelmandigital.com
25   Edelmandigital.com
Source: Edelman 2011, edelmandigital.com 26   Edelmandigital.com
  IT  GETS  US  THINKING  HOLISTICALLY   Edelmandigital.com
28   Edelmandigital.com
29   Edelmandigital.com
30   Edelmandigital.com
  IT  GETS  US  THINKING  DIFFERENTLY   Edelmandigital.com
Source: Edelman 2011, edelmandigital.com 32   Edelmandigital.com
Source: Edelman 2011, edelmandigital.com 33   Edelmandigital.com
Source: Edelman 2011, edelmandigital.com 34   Edelmandigital.com
Source: Edelman 2011, edelmandigital.com 35   Edelmandigital.com
  IT  HELPS  US  MAKE  A  POINT   Edelmandigital.com
Source: David Armano Edelman 2011, edelmandigital.com 37   Edelmandigital.com
Source: David Armano Edelman 2011, edelmandigital.com 38   Edelmandigital.com
  AND  CAPTURES  ATTENTION   Edelmandigital.com
Edelmandigital.com
  IT  HIGHLIGHTS  PURPOSE  &  INTENT   Edelmandigital.com
GOVERNANCE INTEGRATION   ORG & B   GLOBAL  DIGITAL   SOCIAL  MEDIA   P   B  =  BRANDS  P  =  PARTNERS  O  =  OPERATIONS   SERVICES   COMMITTEE   O   AGENCY   PARTNERS   YES   L   SOCIAL  MEDIA   WHICH   BRAND   PILOT   RESULTS   BRAND  TEAM     COMMITTEE   BRAND?   X   PROGRAM   REPORTED   NO   M   Source: Edelman 2011, edelmandigital.com L  =  LAUNCH   TECHNOLOGY   M  =  MEASURE   PARTNERS   PLANNING   STRATEGY   IMPLEMENTATION   42   Edelmandigital.com
  HOW  TO  THINK  LIKE  A  “SOCIAL  DESIGNER”   Edelmandigital.com
Source: Stanford D School 44   Edelmandigital.com
UNDERSTAND   45   Edelmandigital.com
OBSERVE   46   Edelmandigital.com
DEFINE   ACTIVE   Source: Edelman 2011, edelmandigital.com PASSIVE   ACTIVE   AGAINST   DON’T  LIKE   DON’T  KNOW   LIKE   SUPPORTIVE   PASSIVE   SUPPORTERS  WHO   CAN  BECOME   INFLUENTIAL   ADVOCATES   NEUTRALIZE   MOBILIZE   47   Edelmandigital.com
DEFINE   ECO-SYSTEM •  People  who  do  business  with  the  organizacon   Customers  or  Prospects   •  Can  be  split  into  high-­‐value  and  new  customers   Employees   •  Idencfiable  people  on  the  payroll   •  PR  and  corporate  communicacon  departments  as  well  as   Corporate   company  execucves   Business  Partners   •  Suppliers,  vendors,  contractors,  alumni   Social  Web   •  Addiconal  individuals  who  interact  on  the  social  web   Source: Edelman Consulting 2011 48   Edelmandigital.com
DEFINE   ECO-SYSTEM Source: Jonathan Hargreaves & Edelman 49   Edelmandigital.com
IDEATE   50   Edelmandigital.com
PROTOTYPE   51   Edelmandigital.com
TEST   52   Edelmandigital.com
TEST   53   Edelmandigital.com
  TWO  THINGS   Edelmandigital.com
PLAN   IMPROVISE   YOU ARE HERE Edelmandigital.com
SOCIAL  BY   DESIGN.   56   Edelmandigital.com
  THANK  YOU   @ARMANO    |  Edelmandigital.com      david.armano[at]edelman.com   Edelmandigital.com

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Social by Design: Design Thinking & Business

  • 1. Source: Stanford D School SOCIAL  BY  DESIGN   DESIGN  THINKING  &  BUSINESS     DAVID  ARMANO   EVP,  INNOVATION  &  INTEGRATION    |  EDELMAN  DIGITAL  |  @armano     Edelmandigital.com
  • 2.   “DESIGN  THINKING”   IS  DEAD.   Edelmandigital.com
  • 3. 3   Edelmandigital.com
  • 4.   YET  “DESIGN”     LIVES  ON…     Edelmandigital.com
  • 5. 5   Edelmandigital.com
  • 6.   BUILD  THEM  UP.  TEAR  THEM   DOWN.  BUILD  THEM  UP...   (REPEAT)   Edelmandigital.com
  • 7. “Design is the planning that lays the basis for the making of every object or system ” 7   Edelmandigital.com
  • 8. “Design is the planning that lays the basis for the making of every object or system” 8   Edelmandigital.com
  • 9. PURPOSEFUL   INTENTIONAL   DESIGN Edelmandigital.com
  • 10.   CONGRATULATIONS.   WE  ALL  NEED  TO  UNDERSTAND   HOW  DESIGN  APPLIES     TO  BUSINESS.   Edelmandigital.com
  • 11. 11   Edelmandigital.com
  • 12.   HE  DID   Edelmandigital.com
  • 13. More  than  a  designer,     Steve  Jobs  was  an     eco-­‐system  architect       13   Edelmandigital.com
  • 14. 14   Edelmandigital.com
  • 15. 15   Edelmandigital.com
  • 16.   BUT  YOU’RE  NOT  STEVE   Edelmandigital.com
  • 17. WTF?   17   Edelmandigital.com
  • 18. Facebook   18   Edelmandigital.com
  • 19. 19   Edelmandigital.com
  • 20. SOCIAL  BY   DESIGN?   (blink,  bleep,  seizure,  help...)   20   Edelmandigital.com
  • 21.   OK.  “DESIGN”  IS  STILL  IMPORTANT   Edelmandigital.com
  • 22.   HOW  I’VE  USED  “DESIGN  THINKING”   IN  BUSINESS     Edelmandigital.com
  • 23.   DESIGN  THINKING  HELPS  SELL  IDEAS   Edelmandigital.com
  • 24. 24   Edelmandigital.com
  • 25. 25   Edelmandigital.com
  • 26. Source: Edelman 2011, edelmandigital.com 26   Edelmandigital.com
  • 27.   IT  GETS  US  THINKING  HOLISTICALLY   Edelmandigital.com
  • 28. 28   Edelmandigital.com
  • 29. 29   Edelmandigital.com
  • 30. 30   Edelmandigital.com
  • 31.   IT  GETS  US  THINKING  DIFFERENTLY   Edelmandigital.com
  • 32. Source: Edelman 2011, edelmandigital.com 32   Edelmandigital.com
  • 33. Source: Edelman 2011, edelmandigital.com 33   Edelmandigital.com
  • 34. Source: Edelman 2011, edelmandigital.com 34   Edelmandigital.com
  • 35. Source: Edelman 2011, edelmandigital.com 35   Edelmandigital.com
  • 36.   IT  HELPS  US  MAKE  A  POINT   Edelmandigital.com
  • 37. Source: David Armano Edelman 2011, edelmandigital.com 37   Edelmandigital.com
  • 38. Source: David Armano Edelman 2011, edelmandigital.com 38   Edelmandigital.com
  • 39.   AND  CAPTURES  ATTENTION   Edelmandigital.com
  • 41.   IT  HIGHLIGHTS  PURPOSE  &  INTENT   Edelmandigital.com
  • 42. GOVERNANCE INTEGRATION   ORG & B   GLOBAL  DIGITAL   SOCIAL  MEDIA   P   B  =  BRANDS  P  =  PARTNERS  O  =  OPERATIONS   SERVICES   COMMITTEE   O   AGENCY   PARTNERS   YES   L   SOCIAL  MEDIA   WHICH   BRAND   PILOT   RESULTS   BRAND  TEAM     COMMITTEE   BRAND?   X   PROGRAM   REPORTED   NO   M   Source: Edelman 2011, edelmandigital.com L  =  LAUNCH   TECHNOLOGY   M  =  MEASURE   PARTNERS   PLANNING   STRATEGY   IMPLEMENTATION   42   Edelmandigital.com
  • 43.   HOW  TO  THINK  LIKE  A  “SOCIAL  DESIGNER”   Edelmandigital.com
  • 44. Source: Stanford D School 44   Edelmandigital.com
  • 45. UNDERSTAND   45   Edelmandigital.com
  • 46. OBSERVE   46   Edelmandigital.com
  • 47. DEFINE   ACTIVE   Source: Edelman 2011, edelmandigital.com PASSIVE   ACTIVE   AGAINST   DON’T  LIKE   DON’T  KNOW   LIKE   SUPPORTIVE   PASSIVE   SUPPORTERS  WHO   CAN  BECOME   INFLUENTIAL   ADVOCATES   NEUTRALIZE   MOBILIZE   47   Edelmandigital.com
  • 48. DEFINE   ECO-SYSTEM •  People  who  do  business  with  the  organizacon   Customers  or  Prospects   •  Can  be  split  into  high-­‐value  and  new  customers   Employees   •  Idencfiable  people  on  the  payroll   •  PR  and  corporate  communicacon  departments  as  well  as   Corporate   company  execucves   Business  Partners   •  Suppliers,  vendors,  contractors,  alumni   Social  Web   •  Addiconal  individuals  who  interact  on  the  social  web   Source: Edelman Consulting 2011 48   Edelmandigital.com
  • 49. DEFINE   ECO-SYSTEM Source: Jonathan Hargreaves & Edelman 49   Edelmandigital.com
  • 50. IDEATE   50   Edelmandigital.com
  • 51. PROTOTYPE   51   Edelmandigital.com
  • 52. TEST   52   Edelmandigital.com
  • 53. TEST   53   Edelmandigital.com
  • 54.   TWO  THINGS   Edelmandigital.com
  • 55. PLAN   IMPROVISE   YOU ARE HERE Edelmandigital.com
  • 56. SOCIAL  BY   DESIGN.   56   Edelmandigital.com
  • 57.   THANK  YOU   @ARMANO    |  Edelmandigital.com      david.armano[at]edelman.com   Edelmandigital.com