Design to Grow
-
Upload
rachelle-jackson -
Category
Design
-
view
171 -
download
0
Transcript of Design to Grow
Expert advice from Coca-Cola’s Vice President of Innovation and Entrepreneurship: Learn how Coca-Cola uses design to grow its business by combining the advantages of scale with the agility to respond to fast-changing market conditions.
DESIGN TO GROW
Designing on Purpose
Uses design to focus its strategy Uses design to differentiate
Uses design to build reputation Uses design to build culture
What is Design?
Everything you see is designed by somebody
Design can create a powerful competitive advantage
Good design makes things less complicated
Design connects the visible (the interface) with the invisible (the code)
Design is about intentionally connecting things to solve problems.
The Golden Circle
DESIGNING FOR THE WHYTo get the full value of design, start
with your purpose then shape the process around the purpose
Designing for Scale
Scale is the ability to increase in quantity without reducing quality or profit
To achieve scale, everything must be simplified and standardized to integrate with the least amount of friction
o Standards create a common language and clear direction
o Integrated systems create scale
How to Scale: Get the details right.
Simplify, Standardize, Integrate
SCALING COCA-COLA
1. The Formula
2. The Spencerian Script
3. The Contour Bottle
4. Thirty-six Degrees
5. The Nickel Price
6. Brand Marketing
7. Franchise Business Model
Disrupt or Be Disrupted
Every professional, company, and organization must learn how to continuously disrupt itself or someone else will.“
”
Designing for Agility
STRIVE TO BE SMARTER, FASTER, LEANER
Smarter
o Failing fast = learning fast
o Learn by doing (create a prototype)
o Identify the pain points (is it a mosquito bite or a shark bite)
Faster
o Startups survive on speed. Those that make it master the pivot (changing strategy and business model without changing its vision)
o Design a MVP (minimum viable product)
Leaner
o Using less resources, time, and money to get better results
reduce the risk of
AGILITY AT COCA-COLA
1. Global Juice Visual Identity System
2. Design Machine
3. Free Style Fountain Machine
SCALE AGILITY
Integrated System
o Reduce friction
o Keep costs down
o Maintain consistent quality
Modular System
o Fixed and flexible elements
o Learn and adapt on the fly
o Open to foster collaboration and diversity
Items are designed to be unique and connect in one way
Items are designed to be interchangeable and connect in different ways
What’s your One Metric That Matters?
To win, you have to have focus What is the one thing you need to measure that is
fundamental to your success?
Lessons Learned
1. Use language that works for the group you are speaking to (lose the design lingo)
2. Think holistically - use the golden circle to connect the elements
3. Go for buy-in, not credit (It’s not about me - it’s about we.)
4. Identify the patterns (to get to best practices and products)
5. Make a mind map (to help solve complex problems)
6. Think big, start small (create quick wins and build relationships)
7. Get out of the building (get your idea out of your head and into people’s hands as fast as possible)
8. Plan backward (get results - then plan before committing money to the big idea)
9. Visualize your idea (and get it out there so others can discuss it)
10. Pull, not push (go where your help is most needed and wanted first to get quick wins)
11. Make it easier to do the right thing (by designing the right tools)
12. Create a canvas (to think holistically)