A Talk at AIGA: Designers, make this ONE mindset change in 2018 to drive massive business value
4 JAN ⋅ 28:00
Our co-host, Bobby, was an opening speaker at AIGA Conference 2017. Bobby breaks down why the design industry has lost touch with customers and how specialized roles in design continue to fuel the problem. He also offers a mindset change to help your business in a BIG way this year. Join us.
AIGA is the profession’s oldest and largest professional membership organization for design, AIGA advances design as a professional craft, strategic advantage, and vital cultural force.
Bobby Ghoshal is the co-host of High Resolution and co-founder of Candid Co
We are sales people. We need to speak the language of business where Design delivers the value of useful utility.
Originally posted on
Design is rendered intent
How will the world be different once we’ve built this thing?
What will the experience be 5 years from now? And how will this baby step help get us there?
The measure of design goes from frustration to delight. Why is this thing more frustrating or more delightful than the other
Literacy. Fluency. Mastery.
Daniel Burka, High resolution, design sprints
In order for the design sprint to work – you need to know what problem to solve.
The outcome of a design sprint is to generate some ideas that will be shipped within the next 6 months – it’s not particularly useful for blue sky thinking
Measuring the success of a sprint
Did we get enough data to make a good decision & 6 months later when we shipped a product, did we get similar results?
Failure is when a good idea didn’t ship – did we not focus on the right areas, have the right people in the room
If we got 5 users in and they all said ‘x’ – what would we do? You need to be able to answer that question before you start a design sprint
To get buy-in – perhaps listen to stakeholders ideas, prototype it, then take it further (and make your idea). You can use the stakeholder’s prototype as a vehicle to show the benefits and downsides of the idea, then showcase how with just a few minor adjustments you could push their idea towards the right direction
Showcasing the outcomes of user testing a quick and dirty mockup is an easy way to prove the value of user testing and a quick way to validate the direction of the idea.
You’re prototyping to answer questions – not to win any design awards.
Designers have a great opportunity, to help companies make decisions faster. To become a core function. To elicit the CEO response ‘Of course I’m going to incorporate design – how else will I know where I’m going…’
Storytelling is everything
Show, don’t tell.
Use the Pixar storytelling principles to drive human truths to business to being stakeholders along the journey.
Design is the way to de-risk your go to market, by way of understanding who we are serving better, connecting to their humanity – being humble enough to iterate along the way to improve and to make sure they come along for the ride with us.