Compiled by:

Dr. Khristian Edi Nugroho Soebandrija, BSIE, MM. Binus Aso School of Engineering, BINUS University.

Design 2020 Ingenuity in the Key of Industry

Authored by:  JOANNA PENA-BICKLEY

Great design leaders share the same characteristics as conductors of an orchestra. Like Gustavo Dudamel or Alondra de la Parra’s ability to seat an inclusive band of musicians who bring to life a euphoric cacophony of sound that heals and inspires the soul, design leaders, have the ability to conduct the enterprise like a symphony to deliver intelligent brand experiences that matter for customers and our world. As we shift from a brand-led world into a new intelligently connected world, business has concluded that in order to survive the changes of the Fourth Industrial Revolution, their brand experiences cannot be led by advertising alone.

Nothing created word of mouth excitement like a well designed experience. From manufacturing to mobility, from financial to food service and from health and beauty to hospitality, enterprises are rethinking everything. The name of the game is designing net new innovations, product and services. At the center of orchestrating the organization's operations and experiences are brilliant designers — problem solvers that are catapulting us closer to meeting 2020 goals

As a design leader at Amazon, I understood it was important to decode our peculiar culture in order to take ownership and establish a what we call a flywheel that keeps us laser focused on our customer experience while we listen, experiment, evolve, invent, and simplify in order to consistently deliver
results. In our symphonic enterprise, the flywheel represents the repeating melody or tonic of a great song. Embedded in those well written poetic stanzas, there are macro design movements and micro minuets redefining intelligent brand experiences for a GenZ driven 2020.

https://youtu.be/93Fw30tTNiE