Global Head of Design, DesignOps | 2023 List Female Design Leaders (dmi) | Brand Strategist of the Year 2024 (Transform) | payforward ➔ reinventing recruitment & regenerative job market + posting jobs with leads
Let's call it a POSITIVE INFILTRATION 😎 of #Cannes: 1 Global Head of Design amongst 100+ Speakers in Insights & Marketing. 🤘 👏 to Dr. Liubov Ruchinskaya for initiating Insights Lighthouse, which turned out to be a stand-alone conference, with in-depth content & real talk about AI, challenges + how roles will evolve in Insight. A value gem at the Cannes Lions International Festival of Creativity. When Joanna Dumont shared her talk on the State of Insights, it was eye opening. And so, so good. It made me realise that all enabling functions, in particularly Insights, have much in common with in-house design functions. You wonder, what? We bring our expertise & data to the table, yet the decision making of leaders can be driven by subjectivity, hence impact results. Our value to the organisation is key for its relevance of products, yet our function is continuously questioned in existence and asked to proof itself by metrics. We are said to become redundant by AI, yet our roles will likely be the most important ones - possibly with different job titles & job descriptions. I joined a panel with Vesna Hajnšek (Swarovski), Joanna Dumont (Danone), Bilge BALCI (Vectura Fertin Pharma), Oana Leonte (unmtchdbrands) and Cherie Leonard (Colgate). 👉 Here are my 4 contributions from a Design Perspective. ---------------- ① My observation on Insights? ➾ Often despite clear data, altered by personal taste & decision making of Leaders, concepts vaguely written to start with, backwards rewritten to reason innovation, insight lost in translation throughout the process or not executed 360, with different ones in product dev vs activation. It must be painful for Insights people to endure this. ② Interconnectivity of Enterprise Software ➾ Might be a solution, ensuring transparency + smoother handovers in the process + automation. Interconnectivity is the new Digital org. But who designs where + how decisions are made in the Software? ③ Hire uncomfortable people who ask the difficult questions ➾ Creativity is Disruption. And Disruption of the Economy needs Creativity & Ability to Transform to survive. Unfortunately, HR, holding the key for this, often hires the wrong, old school profile: knowledge-owners (CVs with 10yrs expertise in one field) + fit to culture + strong political traits. Which overall can paralyse the company to stick with what is. ④ Design for Self-Redundancy ➾ Designers don't have career paths & feel the need to switch jobs every 3-4 yrs to progress & grow. I personally start each new role with Destination & Legacy in mind, designing for my own self-redundancy whilst reinventing my role steadily - making me a trained transformer. I would say, many designers are good in this. ---------------- 👉 My 💯 question is: Why isn't there a similar Event for Design at Cannes? Like a.. Design Lighthouse? #cannes #canneslions #design #creativity #interconnectivity #designleadership #insights #AI
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Bilge BALCI
3w
Silke Bochat - it was so great to know you and actually this should not be seen as infiltration but a must have in our conversations. We need to expand this community to include design as you are the ones that turn the insights to superior experiences for end users.
That is why there are so many bridges between consumer insights and user design research et they should work hand in hand with designers and product managers
LOVE the idea of a Design Lighthouse at Cannes! Keep on trailblazing new paths for design 🔥🔥🔥
Global Head of Design, DesignOps | 2023 List Female Design Leaders (dmi) | Brand Strategist of the Year 2024 (Transform) | payforward ➔ reinventing recruitment & regenerative job market + posting jobs with leads
3wVictoria Welvaert summarized the take-outs quite well in her post: https://www.linkedin.com/posts/victoria-welvaert-05537421_its-the-end-of-a-busy-week-and-what-a-week-activity-7210012917839077376-PZRY?utm_source=share&utm_medium=member_desktop