“A successful digital product strategy uses validated learning, scientific experimentation, and iterative releases to deliver products and services as a cross-functional team that accurately meet customer and business needs with a minimum waste of investment.”
- Eewei Chen, How To Create Awesome Digital Consumer Products
Many traditional methods of advertising and marketing are no longer effective alone at convincing consumers to choose products. Early work by Dieter Rams whilst as Design Director at Braun has allowed the likes of the late Steve Jobs and Jonathan Ives at Apple, Jeff Bezos at Amazon, Peter Schreyer at Kia and Choi Gee Sung at Samsung to draw a direct correlation between a quality customer experience and product sales, making design the most highly valued aspect of product design.
What does a CDO do?
Chief Design Officers (CDOs) ensure products market and differentiate themselves through awesome aesthetic and customer experiences. CDOs look after all design aspects of a company’s products and services, including product, user experience, industrial, service and package design and in some instances, content strategy, advertising, marketing, and engineering.
Here are the Top 5 things a CDO (or having a CDO mindset) needs to achieve:
- Foster a corporate design culture. Expansively factor design in early, often and throughout the product definition process, including leading the strategic planning, early and continuous design validation, development and support of tactical and innovation efforts.
- Constantly measure and improve experiments. Empower and adapt Lean Startup and Agile approaches to make abstract thoughts and inspirations into proof of concept prototypes, validating assumptions, reducing risk and mapping to the most important business metrics with a minimum of upfront investment.
- Apply a sympathetic human-centred design approach. Take the lead to not only understand customers to better define products and services but also ensure marketing and advertising address important needs to build long-lasting, loyal relationships whilst still meeting business needs.
- Collaborate and perform as cross functional teams. Connect important disciplines, drive and support delivery, maintain a shared understanding of changing requirements, create a self service and knowledge management ecosystem, give total transparency of progress through the use of online guidelines, best practices, access to proof of concept experiments, relevant business metrics and usability research recommendations.
- Simply processes and principles. Reduce process, improve work practices, encourage ideas and experimentation, solve problems and free teams up to do what they are best at. Enable organisations to improve what exists tactically and make innovation useful.
- PepsiCo Installs Its First-Ever Chief Design Officer. Can He Deliver?
- Chief design officers will be the new CMOs, says Fjord exec
- Electrolux appoints Stefano Marzano to the new role of Chief Design Officer
- What Designs Is And Why It Matters
- Eleven Lessons: managing design in eleven global brands
- 12 Business Lessons You Can Learn from Amazon Founder and CEO Jeff Bezos
- Jonathan Ive’s keen eye for design to cause iOS 7 delay?
- The 6 Pillars Of Steve Jobs’s Design Philosophy