“Design is not about beautification, nor is it about solutions or utility. In todays business landscape, design is about meaning and significance. In our quest to capitalize on technologies, design is our tool for simplifying and humanizing technology” In his presentation, our Strategy Consultant Tzachi Toledo shared his thoughts on the changing role of design and the importance of experience design as a competitive edge in digital transformation. The talk took place in Visa's annual event for the Polish Visa members Banks on December in Warsaw.

1. The role of experience design
in digital transformation
Visa Polska
Warsaw | 14.12.2015

2. Digital technologies are
changing the world we live in.
Over the past several years we
have witnessed industry after
industry being disrupted and
transformed as a result of digital.

3. ”Software is
eating the world”
Marc Anderssen, VC

4. In the early days of the internet,
the publishing industry went
crazy, worried that the internet
would kill the whole industry.
Of course, they were wrong..

5. “You are not going to die, you are
going to turn digital”
Jeff Bezos, Amazon

6. New technologies can be
threats, but they always provide
us with new opportunities.
The question is how do we
leverage these technologies and
capitalize on them.

7. Self driving cars are an
inevitable technology which
will drastically affect the lives
of billions.
Yet, nobody is sure who will
capitalize on the opportunity
this technology provides.

8. Will it be the car manufacturers,
the technology providers or will
it be somebody completely
different?
More importantly, what will the
experience look and feel like and
who will own it?

9. BMW imagined it as an ordinary
car with a steering wheel the
driver doesn't touch, but can it
be more than that?

10. Regus, a global workplace
provider, with over 1.5 million
members, see the driverless car
as a potential workspace and
hope to own that space.

11. © 2014 Say hello to Designit!
As the enabling technology
matures and becomes seamless,
differentiation is achieved through
the user experience.
The ones to capitalize on the
technology will be those that own
the experience, those that are
best at designing the experience.

12. SMAC
SoonPast
Web
Now
Mobile
Cognitive
Robotics
Technological opportunitiesTechnologies keep growing exponentially,
converging with each other to create an
abundance of technological opportunities. It has
come to a point where technology is no longer
the bottleneck to innovation.
Tomorrow Future

13. SMAC
SoonPast
Web
Now
Mobile
Future
Cognitive
Tomorrow
Robotics
Corporate
innovation
Technological opportunities
User
expectations
As consumers become exposed to these new
technologies their expectations rise.
At the same time corporate innovation is lagging
behind, unable to provide the experiences
consumers expect from their products and
services.

14. SMAC
SoonPast
Web
Now
Mobile
Cognitive
Robotics
Corporate
innovation
Technological opportunities
User
expectations
Transformation
opportunity
space
There is a huge transformation space between
the technology and the actual corporate
innovation.
Tomorrow Future

15. SMAC
SoonPast
Web
Now
Mobile
Cognitive
Robotics
Corporate
innovation
Technological opportunities
User
expectations
Transformation
opportunity
space
Successful digital transformation is about
leveraging technology to meet user
expectations and beyond.
This is done by creating and designing
meaningful experiences.
Tomorrow Future

16. We can learn a lot about the
changing role of design from
the mobile industry.

17. In 2007, Nokia was a leading
company with a dominant
position in the cell phones
market. They kept on
perfecting their devices,
making them faster, adding
features and making them
smaller.

18. Then came the iPhone which
marked the beginning of the
end for Nokia.

19. Besides designing a desirable
product, the iPhone provided
an engaging and meaningful
experience.
Moreover, rather than a
product, the iPhone’s apps
turned the device to a provider
of services.

20. Product
or service?

21. When we compare the old devices to those we
see today we can the shift in the role of design.
From focusing on the form of the product, design
now focuses on the experience of the service/
product.

22. Different experiences on
similar devices
Focus on product
and form

23. “The computer is not the thing - it is
the thing that gets us to the thing”
Joe Macmillan
Halt & Catch fire

24. And it’s not only about
getting to the thing but also
about the journey leading
you there.

25. While technology is
increasingly enabling new
things, designing good and
meaningful experiences is
hard.
Everything is becoming more
connected, complicated and
confusing, especially from a
users perspective.
Thats why we keep seeing
bad design everywhere.

26. Instead of design, we keep
seeing solutions.
“The chief cause of
problems is solutions”
Eric Severeid

27. 2015
We see solutions in
physical products

28. We see solutions
in IT systems

29. Bad design has a negative
impact on everything we do
• Usability
• Productivity
• Safety
• Competitiveness
• Profitability
• Well being
• Quality of life and work

30. •
Imagine the impact of bad user
experience not only at the consumer
scale but at the enterprise scale.
If we keep cutting corners, we’re
heading for a global usability crisis.
That’s where design come in.

31. Prof. John Heskett, 1937 - 2014
“Design is the human capacity to
shape and make our environment in
ways that satisfy our needs and give
meaning to our lives.”

32. SMAC
SoonPast
Web
Now
Mobile
Future
Cognitive
Tomorrow
Robotics
Corporate
innovation
Technological
User
Transformation
opportunity
space
Design is not only about solutions or utility, it is
also about significance and meaning.
In our quest to fill the transformation opportunity
space, design is our tool for simplifying and
humanizing technology, thus filling in the gap.

33. No design
Design denial
Spray-on
Design styling
Strategy
Design leading
vision and strategy
Process
Design process
0
1
2
3
The effectiveness and impact of
design highly depends on when we
incorporate it in the process.

34. When incorporating design as part
of the strategy, there are several
things we found to work well

35. People before product
01
“We are good at flying
planes, now let’s get good
at flying people”
Jan Carlzon, CEO SAS

36. 02
Don’t design for yourself.
You are not the user.
Successful design is human centric. Understanding
and addressing true human needs and pain points
is achieved by spending time and learning from
potential users.

37. Design is not decoration.
It’s foundation
03
Design is not the frosting on
top, it is an essential part of the
strategy, it is a driver for
business value.

38. Pixel design is essential but
it’s not transformative
04Use design right.
It’s about transformation.
Not beautification.

39. 05
Focus on radical
simplification
Less is more. With the
complicated and
connected lives people
live today we need to
keep it simple.

40. Join forces with strategy
and technology!
Working in silos is a sure bet
for killing innovation. Magic
resides at the intersection of
technology, strategy and
design.
06

41. Co-create
You might be very smart but
your employees and your
customers can teach you a
lot. Work together to reach
better results.
07

42. Get design into the
board room
The only way design can be an
integral part the strategy is if decision
makers promote and communicate
the importance of experience design
to the rest of the organization.
08

43. Rethinking payment2015
Thank you.
Tzachi Toledo
Strategy Consultant
Designit
tzachi.toledo@designit.com