The Value of Design Master Class for Genpact
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May 19, 2025
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About This Presentation
Master class for Genpact Digital Consulting on the business value of design
Slide Content
Photo Credit: US State Department
Master Class:
The Value of Design
1 June 2017
© 2017Copyright Genpact. All Rights Reserved.
Adam Shatzkamer | Director, Innovation by Design | GenpactDigital Consulting
Master Class:
The Value of Design
1 June 2017
© 2017Copyright Genpact. All Rights Reserved.
Adam Shatzkamer | Director, Innovation by Design | GenpactDigital Consulting
2© 2017 Copyright Genpact. All Rights Reserved.
Adam Shatzkamer
Director, Innovation by Design | Design Transformation
GenpactDigital Consulting
Joined Genpacton April 17, 2017
Previously with IBM Interactive Experience, The Design Gym, Synthesis Corp., and Inforoo
Networks.
Before that, about a decade of numerous roles in emergency management and
counterterrorism focused on community-centered disaster planning, preparedness, and
response.
Current side hustles (every millennial has to have at least one, right?)
•Partner at steamshovel., a collaborative design accelerator
•Reservist with the US Public Health Service/National Disaster Medical System
Also:
•MBA, Rutgers Business School
•Master’s Certificate in User Experience Design, Rutgers Center for Innovation Education
•BA in Public Management, CUNY John Jay College of Criminal Justice
•MS in Design & Technology in progress at SUNY Polytechnic
•Attending NYU Tisch’sITP Camp 2017 beginning Friday!!!
(check it out: http://itp.nyu.edu/camp2017)
About Me
“I help enterprises
innovate like startups
and startups to scale
like large enterprises”
Adam Shatzkamer
Director, Innovation by Design | Design Transformation
GenpactDigital Consulting
Joined Genpacton April 17, 2017
Previously with IBM Interactive Experience, The Design Gym, Synthesis Corp., and Inforoo
Networks.
Before that, about a decade of numerous roles in emergency management and
counterterrorism focused on community-centered disaster planning, preparedness, and
response.
Current side hustles (every millennial has to have at least one, right?)
•Partner at steamshovel., a collaborative design accelerator
•Reservist with the US Public Health Service/National Disaster Medical System
Also:
•MBA, Rutgers Business School
•Master’s Certificate in User Experience Design, Rutgers Center for Innovation Education
•BA in Public Management, CUNY John Jay College of Criminal Justice
•MS in Design & Technology in progress at SUNY Polytechnic
•Attending NYU Tisch’sITP Camp 2017 beginning Friday!!!
(check it out: http://itp.nyu.edu/camp2017)
About Me
“I help enterprises
innovate like startups
and startups to scale
like large enterprises”
3© 2017 Copyright Genpact. All Rights Reserved.
What do these companies have in common?
What do these companies have in common?
4© 2017 Copyright Genpact. All Rights Reserved.
What do these companies have in common?
All have made a significant investment in design!
What do these companies have in common?
All have made a significant investment in design!
5© 2017 Copyright Genpact. All Rights Reserved.
So, what is design?
So, what is design?
6© 2017 Copyright Genpact. All Rights Reserved.
Photo Credit:Bill David Brooks,Flickr viaCompfight,CC-BY-SA
“…[design is] not just what it
looks like and feels like.
Design is how it works.”
-Steve Jobs
Photo Credit:Bill David Brooks,Flickr viaCompfight,CC-BY-SA
“…[design is] not just what it
looks like and feels like.
Design is how it works.”
-Steve Jobs
7© 2017 Copyright Genpact. All Rights Reserved.
Is design thinking different than design?
Design is… Design Thinking is…
…A craft of deep specialized skills used to understand user
needs and create artifacts that solve for these unmet user needs
…The cognitive process that designers (and others) use to gain
empathy, generate ideas, and evaluate those ideas
…Aligned to a number of disciplines: visual/graphic, industrial,
interaction, service, fashion, architectural, etc.
…A framework that anyone can use to solve business, societal,
and other challenges
…Most successful when executed by trained, professional
designers in an appropriate design discipline
…Most successful when executed by empowered, diverse teams
representing business, technology, and design itself
…Helpful to generate, communicate, and prototype human-
centered ideas and solutions
…Helpful to ensure that human-centered solutions are
technically feasible and commercially viable
Successful design allows us to remain focused on user needs to deliver solutions that work…
… within the ecosystems in which they exist
… for our clients, their customers, and their users
Is design thinking different than design?
Design is… Design Thinking is…
…A craft of deep specialized skills used to understand user
needs and create artifacts that solve for these unmet user needs
…The cognitive process that designers (and others) use to gain
empathy, generate ideas, and evaluate those ideas
…Aligned to a number of disciplines: visual/graphic, industrial,
interaction, service, fashion, architectural, etc.
…A framework that anyone can use to solve business, societal,
and other challenges
…Most successful when executed by trained, professional
designers in an appropriate design discipline
…Most successful when executed by empowered, diverse teams
representing business, technology, and design itself
…Helpful to generate, communicate, and prototype human-
centered ideas and solutions
…Helpful to ensure that human-centered solutions are
technically feasible and commercially viable
Successful design allows us to remain focused on user needs to deliver solutions that work…
… within the ecosystems in which they exist
… for our clients, their customers, and their users
8© 2017 Copyright Genpact. All Rights Reserved.
Design-led firms are finding value through a top-down approach
Characteristics of DesignDriven CompaniesExample Design Driven Companies1
1) Design operates at scale across the enterprise
The entire organization is enabled and encouraged to use
design methods such as design thinking and professional
designers are deployed throughout major business units; there
is a distinct, recognized, and integrated operating model for
design.
2)Design holds a prominentplace on the org chart
A “chief design officer” must either sit in, or directly report to,
the c-suite; designis advocated for from the top tier of the
organization and the c-suite is committed to design as a
strategic enabler of innovation and change.
3) Design is led by experienced executives
Design leadersare recognized and experienced thought
leaders in design and/or design thinking.
4) Design sees a growing level of investment
Commensuratewith scaling of design, over time there is an
increase in design head count, design infrastructure
investment, and design led projects.
Apple
Coca-Cola
Ford
Herman Miller
IBM
Intuit
Nike
Procter & Gamble
SAP
Starbucks
Starwood(acquired by Marriott)
Stanley Black & Decker
Steelcase
Target
Disney
Whirlpool
1 2016, Design Management Institute, http://dmi.org/?DesignValue
Design-led firms are finding value through a top-down approach
Characteristics of DesignDriven CompaniesExample Design Driven Companies1
1) Design operates at scale across the enterprise
The entire organization is enabled and encouraged to use
design methods such as design thinking and professional
designers are deployed throughout major business units; there
is a distinct, recognized, and integrated operating model for
design.
2)Design holds a prominentplace on the org chart
A “chief design officer” must either sit in, or directly report to,
the c-suite; designis advocated for from the top tier of the
organization and the c-suite is committed to design as a
strategic enabler of innovation and change.
3) Design is led by experienced executives
Design leadersare recognized and experienced thought
leaders in design and/or design thinking.
4) Design sees a growing level of investment
Commensuratewith scaling of design, over time there is an
increase in design head count, design infrastructure
investment, and design led projects.
Apple
Coca-Cola
Ford
Herman Miller
IBM
Intuit
Nike
Procter & Gamble
SAP
Starbucks
Starwood(acquired by Marriott)
Stanley Black & Decker
Steelcase
Target
Disney
Whirlpool
1 2016, Design Management Institute, http://dmi.org/?DesignValue
9© 2017 Copyright Genpact. All Rights Reserved.
Design-led firms are finding value through a top-down approach
Characteristics of DesignDriven CompaniesExample Design Driven Companies2
1) Design operates at scale across the enterprise
The entire organization is enabled and encouraged to use
design methods such as design thinking and professional
designers are deployed throughout major business units; there
is a distinct, recognized, and integrated operating model for
design.
2)Design holds a prominentplace on the org chart
A “chief design officer” must either sit in, or directly report to,
the c-suite; designis advocated for from the top tier of the
organization and the c-suite is committed to design as a
strategic enabler of innovation and change.
3) Design is led by experienced executives
Design leadersare recognized and experienced thought
leaders in design and/or design thinking.
4) Design sees a growing level of investment
Commensuratewith scaling of design, over time there is an
increase in design head count, design infrastructure
investment, and design led projects.
Apple
Coca-Cola
Ford
Herman Miller
IBM
Intuit
Nike
Procter & Gamble
SAP
Starbucks
Starwood(acquired by Marriott)
Stanley Black & Decker
Steelcase
Target
Disney
Whirlpool
2 Ibid.
Design-led firms are finding value through a top-down approach
Characteristics of DesignDriven CompaniesExample Design Driven Companies2
1) Design operates at scale across the enterprise
The entire organization is enabled and encouraged to use
design methods such as design thinking and professional
designers are deployed throughout major business units; there
is a distinct, recognized, and integrated operating model for
design.
2)Design holds a prominentplace on the org chart
A “chief design officer” must either sit in, or directly report to,
the c-suite; designis advocated for from the top tier of the
organization and the c-suite is committed to design as a
strategic enabler of innovation and change.
3) Design is led by experienced executives
Design leadersare recognized and experienced thought
leaders in design and/or design thinking.
4) Design sees a growing level of investment
Commensuratewith scaling of design, over time there is an
increase in design head count, design infrastructure
investment, and design led projects.
Apple
Coca-Cola
Ford
Herman Miller
IBM
Intuit
Nike
Procter & Gamble
SAP
Starbucks
Starwood(acquired by Marriott)
Stanley Black & Decker
Steelcase
Target
Disney
Whirlpool
2 Ibid.
10© 2017 Copyright Genpact. All Rights Reserved.
“Good Design is Good Business”
-TJ Watson, Former CEO of IBM
“Good Design is Good Business”
-TJ Watson, Former CEO of IBM
11© 2017 Copyright Genpact. All Rights Reserved.
But thanks to GE, Genpacthas an enviable legacy of design too!
But thanks to GE, Genpacthas an enviable legacy of design too!
12© 2017 Copyright Genpact. All Rights Reserved.
•1847 àThomas Edison, known as America’s
greatest inventor, is born
•1892 àEdison co-founds General Electric
and begins to leverage his prowess to
become a “genius designer” on par with
Steve Jobs
•1927 àGE’s Monitor Top refrigerator is
released, later lauded as a world class
example of contemporary design at the time
•~1980 àIndustrial design is established in
GE Healthcare, shortly thereafter GE
Appliances establishes an industrial design
practice
•1989 àIndustrial designer Doug Dietz joins
GE
But Genpacthas an enviable legacy of design too!
•1847 àThomas Edison, known as America’s
greatest inventor, is born
•1892 àEdison co-founds General Electric
and begins to leverage his prowess to
become a “genius designer” on par with
Steve Jobs
•1927 àGE’s Monitor Top refrigerator is
released, later lauded as a world class
example of contemporary design at the time
•~1980 àIndustrial design is established in
GE Healthcare, shortly thereafter GE
Appliances establishes an industrial design
practice
•1989 àIndustrial designer Doug Dietz joins
GE
But Genpacthas an enviable legacy of design too!
13© 2017 Copyright Genpact. All Rights Reserved.
•1997 àGECIS is founded within GE
•2007 àGE spins off GECIS as Genpact
•2015 àGenpactlaunches Lean Digital,
including a focus on human centered design
•~2015 àGenpact’sdesign thinking program
is established
•2017 àDESIGN@GENPACT is founded to
build upon the successes of our design
thinking program
But Genpacthas an enviable legacy of design too!
•1997 àGECIS is founded within GE
•2007 àGE spins off GECIS as Genpact
•2015 àGenpactlaunches Lean Digital,
including a focus on human centered design
•~2015 àGenpact’sdesign thinking program
is established
•2017 àDESIGN@GENPACT is founded to
build upon the successes of our design
thinking program
But Genpacthas an enviable legacy of design too!
14© 2017 Copyright Genpact. All Rights Reserved.
Design@Genpacthas a number of components.
Building a culture of client, customer, and user focus
Providing tooling and spaces to support design
Enabling innovators throughout the company to solve business problems with design thinking
Growing Innovation by Design as a client-facing consulting offering
Hiring professional designers to work with product and consulting teams
Ensuring executive level support for and buy in of design
Infusing design principles into everything we do!!!
Design@Genpacthas a number of components.
Building a culture of client, customer, and user focus
Providing tooling and spaces to support design
Enabling innovators throughout the company to solve business problems with design thinking
Growing Innovation by Design as a client-facing consulting offering
Hiring professional designers to work with product and consulting teams
Ensuring executive level support for and buy in of design
Infusing design principles into everything we do!!!
15© 2017 Copyright Genpact. All Rights Reserved.
The Design Management Institute (DMI) curates the Design Value Index3
3 Ibid.
The Design Management Institute (DMI) curates the Design Value Index3
3 Ibid.
16© 2017 Copyright Genpact. All Rights Reserved.
But design can drive value at the project level too.
4 https://chaione.com/blog/the-business-value-of-user-experience-research-user-centered-design/
User Centered Design results in
1.Cheaper projects
2.Cheaper development
3.Increased top line
4.Improved effectiveness
5.Avoided litigation!!!4
But design can drive value at the project level too.
4 https://chaione.com/blog/the-business-value-of-user-experience-research-user-centered-design/
User Centered Design results in
1.Cheaper projects
2.Cheaper development
3.Increased top line
4.Improved effectiveness
5.Avoided litigation!!!4
17© 2017 Copyright Genpact. All Rights Reserved.
The DMI also provides the Design Value Map, based on the APQC model, which
pinpoints the functional areas of an organization where design adds value.5
5 2016, Design Management Institute, http://dmi.org/?DesignValue
The DMI also provides the Design Value Map, based on the APQC model, which
pinpoints the functional areas of an organization where design adds value.5
5 2016, Design Management Institute, http://dmi.org/?DesignValue
18© 2017 Copyright Genpact. All Rights Reserved.
At a product or project level, the ROI of design is relatively easy to calculate6
Errors
•(# of errors) x (avg. repair time) x (employee cost) x (# of employees) = cost savings
•Example: (2 errors/week) x (60 mins) x ($30/hour) x (100 employees) = $6,0000/week or
$300,000/year
Cost of Development and Maintenance
•(# of changes) x (avg. hrs/change) x (cost of developer) x (4, if late) = cost savings
•Example: (20 changes) x (8 hrseach) x ($40/hour) = $6,400 if fixed early or $25,600 if changed
late
Productivity
•(time saved) x (employee cost) x (# of employees) = cost savings
•Example: (1 hr/week) x ($30/hr) x (1000 employees) = $30,000/ week or $15,000,000/year
6 https://www.usability.gov/what-and-why/benefits-of-ucd.html
At a product or project level, the ROI of design is relatively easy to calculate6
Errors
•(# of errors) x (avg. repair time) x (employee cost) x (# of employees) = cost savings
•Example: (2 errors/week) x (60 mins) x ($30/hour) x (100 employees) = $6,0000/week or
$300,000/year
Cost of Development and Maintenance
•(# of changes) x (avg. hrs/change) x (cost of developer) x (4, if late) = cost savings
•Example: (20 changes) x (8 hrseach) x ($40/hour) = $6,400 if fixed early or $25,600 if changed
late
Productivity
•(time saved) x (employee cost) x (# of employees) = cost savings
•Example: (1 hr/week) x ($30/hr) x (1000 employees) = $30,000/ week or $15,000,000/year
6 https://www.usability.gov/what-and-why/benefits-of-ucd.html
19© 2017 Copyright Genpact. All Rights Reserved.
John Maeda creates an annual ”Design in Tech” report detailing the growth of
design in business.
John Maeda creates an annual ”Design in Tech” report detailing the growth of
design in business.
20© 2017 Copyright Genpact. All Rights Reserved.
Both the New York Times and Harvard Business Review are obsessed too.
Both the New York Times and Harvard Business Review are obsessed too.
21© 2017 Copyright Genpact. All Rights Reserved.
And it’s beyond just business.
And it’s beyond just business.
22© 2017 Copyright Genpact. All Rights Reserved.
Design seems to be everywhere these days but is it any surprise?
Design driven companies
outperform the S&P 500 by over
200%
7
7 2016, Design Management Institute, http://dmi.org/?DesignValue
Design seems to be everywhere these days but is it any surprise?
Design driven companies
outperform the S&P 500 by over
200%
7
7 2016, Design Management Institute, http://dmi.org/?DesignValue
23© 2017 Copyright Genpact. All Rights Reserved.
Thank you!!!
Adam Shatzkamer
Director, Innovation by Design | Design Transformation
GenpactDigital Consulting
[email protected]
+1 617 599 6854
http://adamshatzkamer.info
http://linkedin.com/in/ashatzkamer
http://twitter.com/shatzygoespro
Try hitting me up on Slack first!
@adamshatzon http://innovationbydesign.slack.com
Thank you!!!
Adam Shatzkamer
Director, Innovation by Design | Design Transformation
GenpactDigital Consulting
[email protected]
+1 617 599 6854
http://adamshatzkamer.info
http://linkedin.com/in/ashatzkamer
http://twitter.com/shatzygoespro
Try hitting me up on Slack first!
@adamshatzon http://innovationbydesign.slack.com
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