Designing Business Value:How Design Should Work in Your Organization
Speaker
  • Anthony Pannozzo Anthony Pannozzo frog Chief Design Officer, North America and Asia

    Anthony Pannozzo is Executive Creative Director of frog design and global head of frogHealth. He is responsible for overseeing frog’s creative teams and ensuring frog’s work for its clients has the desired impact on their business and in the world.

    Anthony studied industrial design at RISD and he has applied the fundamental methods of human centered design to help organizations of all kinds chart growth strategies and drive transformation. Anthony believes design is a powerful tool to tackle any challenge and has applied this philosophy to projects as diverse as re-designing Boston College’s undergraduate core curriculum, designing an innovation strategy for the world’s second largest mining company and envisioning customer experience strategies for American Express’ Premium Cards Group.

    Anthony has earned over 20 patents, has won 5 IDEA awards and has lectured on the value of design at major universities across the country. He is a former IDSA board member and currently sits on Kellogg’s Innovation Advisory Council.

Designing Business Value:How Design Should Work in Your Organization

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Session S11
Meeting room 大会堂A
Time 11/19 13:30-17:30
Type Speech
Language English
Direction Design Thinking
keynote content
Content Introduction

Even today, there is no clear consensus on what design is in business. A generation of business leaders introduced to design thinking in business schools still struggle with how to integrate its principles into their operating model, and further struggle with design colleagues whom they often value more for their skills at making than thinking. The design function in most businesses has evolved from a 'center of excellence' model to being distributed across business units and product teams. And while that has created more efficiency, it hasn't produced game changing innovation, or accelerated growth, begging the question- now what?

The answer is surprisingly simple. Every business has a business plan, and every business plan requires a growth strategy. So any function within an organization should have a strategy purpose built to support the growth strategy. Design is no different from HR, IT or any other function. There should be crystal clarity on how design as a process, verb and collection of job descriptions deliver business value.

In this talk, the Chief Design Officer at frog will discuss how to develop a growth-driven design strategy that seamlessly integrates within the operating model of the organization. He will address how to best apply design thinking, the type of designers businesses should look for, and how to make clear connections between customer and business needs.

Participants Benefit

1、Learn to master developing a growth-driven design strategy
2、Mastering to better connect customers and businesses with design thinking

Work Case
  • Campfire - Enabling the Future of AR Design Collaboration
  • Art combined with AR for a fun viewing experience
  • Assisting with online clinics during COVID-19
  • Assisting doctors with emergency telemedicine services
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