The New Seriousness of Design by Lee Sankey - Barclays PLC
It’s a wonderful time for design. It is increasingly recognised as part of the literacy of business and is becoming part of the boardroom. However, what are the implications and consequences of this greater role? Design is changing. As it expands and collapses and old adages melt, is design, service design in particular, mindful of new responsibilities and ready to fulfil design’s promise? Or are we too in love with Post-it Notes and workshops?
13. A new era.
Design has an unprecedented
opportunity to fulfil its potential.
People are listening. Business gets it.
What are the implications of design’s
new significance and having seat at the
business table?
The New Seriousness of Design
14. Simply put, design can…
Make or break a business
!
Create new realities
!
Help address profound global challenges
The New Seriousness of Design
32. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
The New Seriousness of Design
33. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of Design
34. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
Implications for design education, design
agencies, in-house teams and design
community
The New Seriousness of Design
35. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
Implications for Service Design?
The New Seriousness of Design
36. New Conditions & Service Design
When everything is melting, does trying to define
Service Design hinder?
!
Services Design (discipline) can be applied top down
but also used bottom up by other disciplines
(mentality). I.e. Service Design itself becoming
‘distributed’ ?
The New Seriousness of Design
50. Summary
New service design mentality for new conditions
!
Extend impact to each pillar - strategy, brand,
operations, experience
!
Be more than glue/integrator/facilitator. Bridge the
reality gap (make it real)
!
As roles and ‘services’ blur work with all ‘materials’
!
Convince through doing
The New Seriousness of Design
51. Be in love with outcomes as much as process
The New Seriousness of Design