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Design for Women: Katie Schlott Talks Inclusive Design

To celebrate International Women’s Day, IA Collaborative Partner Katie Schlott sat down with Bill Staikos of the Be Customer Led podcast. In the conversation, Katie explains why inclusive design is so important today. She talks about why she started a Design for Women capability at IA. She talks about ways that companies can innovate to meet women’s needs now and in the future.

As we celebrate International Women’s Day…think about, how are you integrating your various products, services or solutions to solve bigger, more systemic challenges facing women?

Katie Schlott, Partner, IA Collaborative

During the podcast, Katie explains what inclusive design is more broadly. She talks about what inclusive design means for women. She emphasizes the importance of including the perspective of all women when designing new products and services.

Katie mentions statistics from the book Invisible Women: Data Bias in a World Designed for Men. This book illustrates the many opportunities we have create new and better products and services for women.

When you’re designing for and marketing to the same homogeneous demographics time and time again, you’re missing out on huge areas of opportunity for equity and innovation.

Design for Women: Learn More and Connect with Us

If you’re interested in learning more about IA Collaborative’s Design for Women capability, visit www.iacollaborative.com/women

To listen to the podcast, visit Katie’s Be Customer Led show page: https://becustomerled.com/captivate-podcast/katie-schlott-talks-inclusive-design-designing-for-women/

You can also watch, download, or listen to the episode here: linktr.ee/becustomerled

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Design for Transformation, Growth, and Scale

Modern, product-obsessed, human-centered organizations understand the value of applying design as business strategy, identifying future demand and envisioning new offerings by asking what’s desirable, possible, and viable.

These companies are also creating significant value by applying design broadly across their organizations: empowering employees, aligning stakeholders, transforming businesses, and making innovation scalable. 

Below are six strategies in which modern organizations are leveraging design to align, strengthen, and prepare teams for growth and scale.  

1. Embedding design principles in every function and BU to align organizational priorities and empower collaboration.

Modern organizations are developing sets of design principles that align the company’s purpose, each business unit’s/department’s growth opportunities, and their users’ emerging needs.

By creating this detailed level of aspiration, and by making each area’s principles known throughout the organization, cross-silo teams have a better idea what information, talent, and assets could be shared and leveraged. Proactive communication and coordination increase across the company. Continuous learning becomes a mindset and processes continue to iterate and improve.

Additionally, strategic hiring, retention, and development are enhanced. Return on invested capital goes up. Marketing becomes more integrated and effective. Ultimately, teams become empowered to explore myriad possibilities with confidence that their solutions will align with company values and direction.

For Allstate’s new digital safety business, IA Collaborative helped develop guiding principles and embed “who we are, what we do, and why we do it” into the talent lifecycle.

2. Championing user research and storytelling to connect user needs with business opportunities. 

Companies that conduct continuous user research to inform ongoing product development and innovation are far more likely to stay ahead of changing customer needs and maintain market leadership. 

To maximize research efforts, modern companies are transforming insights into compelling communication that can be broadly shared across the company. Video, print, and digital media can bring insights to life though user stories embedded with insight. These narratives inspire teams to create user-centered solutions that drive business strategy, offerings, experiences, and operations.

Through thoughtful design, unfamiliar concepts are easily digested and novel ideas are brought to life, helping both the enlightened and novice business leader learn, adopt, and grow.

For the young athletes team, IA Collaborative conducted research with 10-year-old “elite” athletes and synthesized insights into a video, book, and team space to inspire future offerings.

3. Envisioning user-centered value propositions to evolve current and future offerings.

Led by user insight and fueled by cross-discipline collaboration, modern organizations continuously consider updates to their value propositions and customer targets; identifying opportunities for product extension and market expansion. 

To ensure new directions are not only desirable to users, but also possible and viable for the company to deliver, teams visualize high-level user experiences while assessing new capability needs and investment requirements. 

For Samsung, IA Collaborative designed an omni-channel wearables strategy that led to the development of Samsung’s current wearables product line.

4. Seamlessly integrating new partners into the business ecosystem.

Most acquisitions fail to deliver value greater than their cost of capital. When considering new potential acquisitions or detailing the integration plan for already-acquired businesses, modern companies take a user-first approach toward determining how newly combined assets might be leveraged. 

To create competitive advantage, teams envision opportunities that could enhance current or enable entirely new experiences, offerings, business models, and internal processes. All latent, underutilized assets are uncovered through cross-functional cooperation and diligence. 

Armed with design principles, teams define which components and operating models should remain independent and which should become integrated or divested. Internal user journeys can also be defined to inform operating structures and decision-making processes.

Based on human-centered scenario planning, an integration roadmap is established; maximizing value from the acquisitions while avoiding cannibalization and cultural conflict. 

Oftentimes, teams will initially isolate new acquisitions to preserve value and assess opportunities. Next, teams iteratively incubate aquirees’ ideas within the parent organization, followed by strategic incorporation of key capabilities into their core business. After successful piloting, the last stage is full integration of customer experiences, operations, and cultures.

5. Enabling ideal customer experience through organizational transformation.

When seeking to change the way parts of their organization work, modern companies begin by identifying a bold user-centered vision though cross-functional collaboration. 

Teams facilitate service blueprinting work sessions where user, customer, and partner needs are mapped to customer sales and service capabilities; tools, features, and programs; and operations, policies, and technologies. To activate the vision and blueprint, new collaboration models are often required, bridging organizational silos and establishing new incentive structures and shared goals. 

For United, IA Collaborative traveled over 150,000 miles to observe flyer and agent behavior, established a 5-year vision and rigorous near-term roadmap (product, ops, back-end), and designed an award-winning app and digital ecosystem.

6. Business prototyping to prioritize new online and offline experiences.

Even for digital-first companies, much of a customer’s experience occurs offline. By incorporating lean methodologies with design thinking, modern companies simulate and iterate evolutions — and entirely new versions — of offerings, operations, and profit models. 

Through low-fidelity prototypes, teams make experiences feel 100 percent real to customers (before incurring the expense of new operations or assets) and gain data from “in real life” interactions among customers, employees, and partners. Operating models can also be feasibly tested, where teams are built, trained, and expanded quickly. 

With this iterative approach, leadership gains valuable real-user data, otherwise unavailable without business prototyping. Prototype data indicates which projects have the most merit, and what makes the most sense to fund and scale.

IA Collaborative and Dexcom prototyped a functioning new diabetes management platform “Sweetspot” to define business models, user needs, and operational strategies. This prototype-turned-business-offering is now the only diabetes software integrated with Apple Watch and Apple HealthKit.

Designing for Change, Growth, and Scale 

In summary, by incorporating human-centered design principles within each functional discipline and business unit, companies are signaling priorities and facilitating collaboration across the company. By evangelizing user research and storytelling across the organization, everyone becomes empowered by customer insight to guide their work. By infusing human-centered and systemic thinking within offering, integration, and transformation strategies, teams are envisioning and capturing new and unexpected value. By business prototyping online and offline experiences, leadership is making better-informed product and service investments.

By infusing a design process and mindset throughout their organizations, modern companies are creating a human-centered, systemic culture; and aligning teams to lead change. 

IA Collaborative publishes book "Design for Health: The Beginning of a New Dialogue Between Design and Public Health"
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IA Collaborative + Harvard University: The Critical Role of Design in Public Health

IA Collaborative Founder and Chief Design Strategy Officer Kathleen Brandenburg was a visiting professor in the Harvard T.H. Chan School of Public Health’s “Design of Social Innovation” class, a first-of-its kind course aimed at exploring a new role for design and design thinking within public health.

Patrick Whitney, former Dean at the IIT Institute of Design, invited Brandenburg to guest lecture the course to explore human-centered design strategies with students and apply them in a public health context.

IA Collaborative recently published a book edited by Brandenburg, Design for Health: The Beginning of a New Dialogue Between Design and Public Health, which documents the course and describes how design methods, in collaboration with scientific methods, may provide a revolutionary opportunity to transform public health.

Taking this class set me off on a path of reimagining possibilities for innovation in healthcare and social impact.

  • Shalen De Silva, Harvard alumnus who is currently in the midst of launching a healthcare technology startup named Vincere

Throughout the semester, students explored how contextual design enhances research methods and design thinking illuminates systemic causes of complex problems. They also discussed the power of prototyping and how iterative research methods lead to faster solutions. In doing so, the class created a dialogue between science, design, and public health, empowering its students with new tools they could bring to the real world.

It’s now quite common for me to find myself in a room with clinical experts on one end, business/consulting types on the other, and me acting as a bridge between the two.

Brandenburg is continuing her involvement with the Harvard course in 2019, serving as a visiting professor and guest lecturer.

. . .

Special thanks to the IA Collaborative team members that made the publication of Design for Health: The Beginning of a New Dialogue Between Design and Public Health possible: 

Amy Wicks, Tori Wheeler, Alec Cerminaro, Kit Leitner, Lila Trickle, Rebecca Gimenez, Megan Pryce, and Derek Smith.

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Allstate CEO Features Latest Work with IA Collaborative at CES

Empowering people to see, control, and protect their personal data is a critical component of our digital future.

Tom Wilson, CEO of Allstate, headed to this year’s CES to announce a new product in development that helps people better understand their digital footprint. The product will offer a holistic view of a person’s online accounts and personal data collection, as well as security alerts and help with account management. Allstate’s announcement reflects a strategic expansion for the company beyond the traditional insurance space.

IA Collaborative was proud to collaborate with Allstate on this journey, this expansion, and the design of a new digital safety tool set to launch in 2019, featured in the video below.

To learn more about Allstate’s digital safety initiatives, click here.

11.12

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Dan Kraemer Speaks at 2018 Seek Conference

IA Collaborative Founder and Chief Design Officer Dan Kraemer has been selected to headline this year’s Seek Conference. He’ll explain the strategic value of design and the power designers have to create the future of human experience in his presentation, You Should Design Everything.

When

11.12.18
09:30 am

Where

22 W Washington Street
Chicago, IL 60602

09.26

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Design + Healthcare: IA Collaborative Headlines at Mayo Clinic Transform 2018

IA Collaborative Founder and Chief Design Strategy Officer Kathleen Brandenburg is taking the stage at the Mayo Clinic’s 2018 Transform conference at Mayo Civic Center in Rochester, Minnesota. There, she will join the company of leading healthcare innovators and give Thursday’s keynote focused on leveraging design for transformational change in healthcare.

Additionally, a team from IA Collaborative consisting of Matt Alverson, Partner, Business Growth, Jeff Gershune, Research & Design Strategy Group Director, and Amy Wicks, Principal Researcher & Design Strategist, will host a workshop on how to “Design Your Next Competitor” in the healthcare industry.

 

When

09.26.18
08:00 am

Where

Mayo Civic Center
30 Civic Center Dr SE
Rochester, MN 55904

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Wired, Fast Co. & More Feature IA Reissue of Iconic Design Tools

As featured by Wired, Fast Company, Monocle, Arch Daily, Curbed, AIGA Eye on Design and more – IA Collaborative, through its Ventures program – has completed a successful Kickstarter campaign to bring back and reissue a legendary piece of design history: the Humanscale manuals.

As human-centered designers at IA Collaborative, we’ve long been enamored with the Humanscale manuals – the ultimate tools to design for people. In the golden age of American industrial design, Henry Dreyfuss Associates knew that there was more to design than just looking good. Products had to be good, crafted to work with the people who use them.

With this in mind, HDA designers Niels Diffrient and Alvin R. Tilley created Humanscale, including its ingenious data selectors, providing access to over 60,000 human factors data points in one easily referenced, user-friendly “portfolio of information.” Never before or since has there been such a complete and usable compendium of human factors data. Each page is a master class in information design – and this was before computer layouts.

The Humanscale reissue campaign clearly struck a chord with designers and appreciators around the world, raising a total of $326,109 from 1,704 backers and surpassing campaign stretch goals. As of January 2018, IA Collaborative has reproduced and printed the complete set of Humanscale manuals and distributed to campaign backers around the world.

Order your copy of Humanscale here.