Where does Design add Value in a Tech Start-up? DMI Boston Conference Sept 28th, 2015

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1 Where does Design add Value in a Tech Start-up? DMI Boston Conference Sept 28th, 2015

2 GEDS is a design and innovation studio that uses design-driven methods to connect organizations with the people they serve in novel ways. Being specialized in service and strategy design, GEDS has clients in Europe, US, and the Middle East.

3 #designintech #design

4 20th Century s Rising Power: Technology Image: Joe Clark

5 From Linear to Exponential: Scalability Exponential* Disruption Linear** * Being founded in 2008, Airbnb currently has 1324 employees and postings in cities ** Hyatt Hotels, founded in 1957, serves in 549 points with employees

6 Exponential Technologies vs. Exponential Organizations Artificial Intelligence & Robotics Biotechnology & Bioinformatics Energy & Environmental Systems Medicine & Neuroscience Nanotechnology & Digital Fabrication Networks & Computing Systems Space & Physical Sciences An Exponential Organization is one whose impact (or output) is disproportionally large -- at least 10x bigger -- compared to other industry performers because of its use of new organizational techniques that leverage technology. Salim Ismail, Singularity University Within the next ten years, 40 percent of today s Fortune 500 Companies will no longer exist. -Babson

7 Singularity University at NASA Ames Research Park in Silicon Valley Their mission is to educate, inspire and empower leaders to apply exponential technologies to address humanity s grand challenges. Working on solutions to impact a billion people globally within a decade.

8 Singularity University Fellow Robots Lowe

9 What are the drivers of change from a design perspective?

10 The Comfort That Tech Brings «In the early years of new technologies, people embraced technology too readily, seeking only the benefits, and ignoring the many downfalls.» - Lee Siegel, Against the Machine

11 What is missing?

12 360 People* Ecological impact 360 people Social impact Transformation Financial impact * As named by Sara Horowitz, the President of the Freelancers Union in New York

13 Our Questions If there is a new value system, then we need to have new questions for the problems to reframe them. Since everything is changing, we need to also change our questions. This is where design enters the picture. - Banny Banerjee, the founder of Design for Change Lab at d.school of Stanford University

14 Start from here by using DESIGN Culture, behaviours, desires, needs, expectations, relations PEOPLE (desirability) BUSINESS (viability) Business models, markets, trends, competitors Feasibility, production TECHNOLOGY (feasibility)

15 We can design products

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17 We can also use the mindset of design to change organizations, policies, and governments by designing services and experiences.

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19 Experience Economy: Shifting from Products to Experiences Targeted Most companies by B. Joseph Pine II, James H. Gilmore

20 Alex Graber Alex Graber

21 Startup World

22 $43.5 billion invested by venture capital funds worldwide in 2013 Entrepreneurs create almost 60 percent of the new jobs EY s Venture Capital Trends 2014 report

23 About three-quarters of venture-backed firms in the U.S. don't return investors' capital. More than 95 percent fail to see a projected return on investment or break-even on cash flow Source: Harvard University-Shikhar Ghosh

24 As many as 95 percent of new products introduced each year fail. Source: Cincinnati-based research agency AcuPoll

25 The number one reason most tech startups fail: 42 percent of these startups cited a lack of market or need for their product or service as a reason for the failure. SourceVenture Capital Database CB Insights:

26 Even a small reduction in the failure or pivot rate will create a substantial impact in the world s economy. EY s Venture Capital Trends 2014 report

27 Design Meets Exponential Tech: UX for Screens

28 Furniture Design E-Commerce Company UX Online = 20 minutes Offline = 2 months Service Design

29 The Challenges in Tech World As many as 95% of new products introduced each year fail. About three-quarters of venture-backed firms in the U.S. don't return investors' capital. More than 95% fail to see a projected return on investment or break-even on cash flow. The number one reason most new ventures fail: 42% of these new ventures cited a lack of market or need for their product or service as a reason for the failure. Design can help tech solve this but Design processes are too long and ambiguous for structured and process- based business world Switching discussions from tech-driven perspective to design-driven perspective is not possible at the moment.

30 THE DESIGN LENS Empowering Tech for Great Experiences

31 What Is the Design Lens? Understanding the context For breakthrough innovation Deep empathy with people Estimation to overcome complexity and ambiguity, Focused on experience. Generating meaningful experiences Reduction in failure and pivot rate in tech startups and experience design in the corporates

32 How Do We Do It Outlining a design methodology that tech startups can use under time and budget constraints. Using to reframe the problems with a concern of human and translating them into meaningful things. Shifting focus from designing products to designing experiences. Generating a basic know-how for tech and design people to collaborate and communicate each other. Insert the words meaning and context into entrepreneurship discourse and make these concerns relevant for entrepreneurs of tech exponential organizations.

33 Qleek Wooden Mix-Tapes Give Visceral Form To Digital Media A new system of crafted wooden blocks that trigger digital playback when placed onto a custom reader. Protein.in

34 Qleek Qleek offers a decorative and aesthetically streamlined means of storing and playing music, designed to fit into its surrounding environment. - Protein.in Marrying the immediacy of streaming with the intimacy of vinyl. - Wired

35 The Golden Age of Design (The New York Times) Technology Design Even a small reduction in the failure rate in tech startup world will create a substantial impact in the world s economy.

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