Week 1: What Is Design?
Unit 2: Introduction to Design
Introduction to design
Breaking the design myth
1
▪ Design is at the heart of every business
and the systems around it.
▪ Design is a process that touches all
different stakeholders and it is what the DESIGN
whole organization does.
NOT JUST THE
▪ Design has the power to reshape our PRODUCT
economy and our environment.
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Introduction to design
Breaking the design myth
▪ Circular design is real, and helps 2
organizations to review their processes
and take steps towards using less with
material efficiency
▪ Creation and testing of interventions to DESIGN
deliver positive impact, which requires
an agile iterative approach CAN BE
CIRCULAR
▪ Using waste as a resource and
converting it into new products
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Introduction to design
Breaking the design myth
DESIGN
CAN BE
CIRCULAR
Source: Cloudneo – running show with circularity program
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Introduction to design
Breaking the design myth
▪ Design is taking a broader view of user experience 3
▪ Start with what the customer journey is all about
▪ Involves deep dive into consumer behavior and
insights DESIGN
▪ Draw inspiration from outside your industry bubble BUILDS
CUSTOMER
▪ Use the power of diverse teams to break mindsets EXPERIENCE
and find solutions
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Introduction to design
Breaking the design myth
Example of customer experience - the Swedish magic bus experience – where its not just about travel and buying tickets but being able to offer
the convenience of real time updates, access to tickets on your wearable device and sharing your journey with your friends & family.
3
DESIGN
BUILDS
CUSTOMER
EXPERIENCE
Source: https://www.ustwo.com/work/skanetrafiken/
Source: Sweden Magic Bus
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Introduction to design
Breaking the design myth
▪ Design is continuous listening, testing, 4
and iterating with end users
▪ It blends in inspiration from both
qualitative and quantitative research DESIGN
▪ Does not end with the launch of the NOT A PHASE
product or service but is the start of a IN PRODUCT
continuous cycle DEVELOPMENT
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Introduction to design
Breaking the design myth
2X 5
▪ Best design performers increase their revenues
and shareholder returns at nearly twice the rate
of their counterparts DESIGN
▪ Assessment of design performance should be IS MORE THAN
done with same rigor as tracking revenue and A FEELING
costs
▪ Design metrics examples include satisfaction
ratings and usability assessments
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Introduction to design
Breaking the design myth
5
2X
DESIGN
IS MORE THAN
A FEELING
© 2023 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC Source: McKinsey: Business value of design 9
Introduction to design
Breaking the design myth
KEY TAKEAWAYS
1. Design is not just creative output but catalyst
for innovation
2. It can help build circularity CIRCULAR
3. Creates end to end customer experience DESIGN
4. Iterative and touches entire product and
customer lifecycle
5. Generates tangible financial impact
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