The New Seriousness of Design
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The New Seriousness of Design Lee Sankey Design Director Barclays @leesankey
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Slides from my talk at the 2013 Global Service Design Conference. Is service design more in love with process than outcomes? #sdnc13
Transcript of The New Seriousness of Design
The New Seriousness of Design
Lee Sankey Design Director Barclays !@leesankey
It’s a wonderful time for design. More relevant than ever
Why?
The New Seriousness of Design
1 Disruption and change
2 Expectations have changed
3 Rising complexity, distributed value
No longer just a branch and a cheque book
Nike, more than just shoes
3 Rising complexity, distributed value
We see…
Lee Sankey - The New Seriousness of DesignThe New Seriousness of Design
Designers founding and running companies
The New Seriousness of Design
Agencies launching their own products
The New Seriousness of Design
Design becoming a part of the boardroom
Design becoming a core business competency
Barclays Design Office
What are the implications of design’s new significance and having seat at the business table?
The New Seriousness of Design
A new era. Design has an unprecedented opportunity to fulfil its potential. People are listening. Business gets it.
Make or break a business !
Create new realities !
Help address profound global challenges
Simply put, design can…
The New Seriousness of Design
The New Seriousness of Design
Are designers ready for the responsibility?
Lee Sankey - The New Seriousness of Design
Is Service Design ready?
Lee Sankey - The New Seriousness of Design
Service Design?
The New Seriousness of Design
Service Design?
The New Seriousness of Design
Service Design?
The New Seriousness of Design
Brilliant at communicating the ‘how’, but… !
What was the problem/opportunity?
What was your idea?
What happened?
The New Seriousness of Design
Is Service Design more in love with process than outcomes?
The New Seriousness of Design
Do we want to be defined by the process or defined outcomes?
The New Seriousness of Design
Design is changing. Shaped by opposing forces
The New Seriousness of Design
The New Seriousness of Design
The New Seriousness of Design
The New Seriousness of Design
The New Seriousness of Design
The New Seriousness of Design
The New Seriousness of Design
The New Seriousness of Design
- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
The New Seriousness of Design
- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of Design
Implications for design education, design agencies, in-house teams and design community
- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of Design
Implications for Service Design?
- Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of 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’ ?
New Conditions & Service Design
The New Seriousness of Design
New Conditions Three Opportunities for Service Design
The New Seriousness of Design
1
The Devil is no longer in the details
The New Seriousness of Design
The Devil’s in disruption and the differences
1
The New Seriousness of Design
Will the future of banking be decided by a UI Design?
Lee Sankey - The New Seriousness of Design
It’s not just getting the design right. You need to design the right thing.
The New Seriousness of Design
What you add, rather than take away
2
The New Seriousness of Design
The New Seriousness of Design
The New Seriousness of Design
Bland, flat and seamlessly forgettable?
The New Seriousness of Design
Personality, the differences
The New Seriousness of Design
http://www.dailymotion.com/video/xxw74b_e3-monty-don-s-french-gardens-the-artistic-garden_lifestyle
Watch this video…
between 3:24 and 4:52
“Monet wasn’t painting the garden, he was painting what the garden means.”
The New Seriousness of Design
Transcend how the service works, to what it means
3
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
Summary
Be in love with outcomes as much as process
The New Seriousness of Design
Thanks! !!Lee Sankey Design Director, Barclays !@leesankey
