前田约翰(John  Maeda)  设计合伙人Kleiner  Perkins  Caufield  &  Byers

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TEAM:  JACKIE  XU  (TALENT),  AVIV  GILBOA  (MARKETING  &  COMMUNICATIONS),  JUSTIN  SAYARATH  (TALENT)WITH  SPECIAL  THANKS  TO  CHRISTINA  LEE,  JULIET  DE  BAUBIGNY,  MARY  MEEKER,  MIKE  ABBOTT

简体中文版制作、简中/日/韩  字体提供：  株式会社  森泽

JM  THANKS  MAGGIE  XIAO  (HYSTA)  FOR  REVIEWING  THIS  DECK

3/15 @SXSW

v 1.04C

#DesignInTech  报告：  科技里的设计

资料来源:  推特@kpcb  @johnmaeda  #DesignInTech

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1  从数据看  #DesignInTech2  关于设计、技术、商业的一些想法  3  为何你(以及你的行业)要关注  #DesigninTech  4  怎样成为一位“设技师”5  结尾

概要

テキスト

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1从数据看#DesignInTech

资料来源:  推特@kpcb  @johnmaeda  @jshoee  @wired  #DesignInTech

10家设计领域的创意公司被科技及其他行业公司所收购,包括Facebook、伟创力、谷歌、GlobalLogic、以及埃森哲、第一资本金融银行等。

http://www.wired.com/2013/05/accenture-fjord/

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2013年 2014年 2015年2013年前

■  FACEBOOK(脸书)2013年收购Hot  Studio  设计室

近年发生在#DesignInTech  的企业并购大事记

2012年被Square收购的80/20，以及2011年被One  Kings  Lane收购的Helicopter均为在成长期的初创企业。

■  ACCENTURE(埃森哲)2013年收购Fjord  设计咨询公司

■  CAPITAL  ONE(第一资本)2014  年收购Adaptive  Path  设计室

■  GOOGLE(谷歌)2014年收购Gecko  Design设计室

■ FACEBOOK（脸书）2015  年收购Teehan+Lax设计室

2004年收购  Frog  Design（青蛙设计室）

■  FLEXTRONICS  (伟创力)

2011年收购Method设计室■ GLOBALLOGIC

■  FACEBOOK(脸书)

2011年收购Sofa软件设计室

■  GOOGLE  (谷歌)2012  收购Mike  &  Maaike设计室

■  BBVA银行2015  年收购Spring  Studio设计室

■  FACEBOOK(脸书)

资料来源:  推特@kpcb  @johnmaeda  @gigaom  #DesignInTech

科技公司和投资家们逐渐看到某类设计师的价值。这类设计师既知道如何与科技行业打交道，由能配合科技行业的局限性。

https://gigaom.com/2013/11/09/with-moores-law-receding-design-is-how-we-decide/

由超级计算机所带来的基于摩尔定律的边际收益正在不断递减。一种全新的“设计”理念一将比摩尔定律更为重要。

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技术行业以往解决问题的思路

很简单：  用技术解决  

为何高科技企业在收购设计公司？

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在过去，更快的CPU  或更大的内存就意味着更佳的用户体验

2

现在，仅仅遵循摩尔定律将不再令用户更满意

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过去的思路 未来的思路

资料来源:  推特@kpcb  @johnmaeda  #DesignInTech

Brian  Chesky、Joe  Gebbia和Nathan  Blecharczyk于2008年创立Airbnb。Brian和Joe是罗德岛设计学院  (RISD)  的校友。

据华尔街日报报道，截止2014年10月Airbnb的估值约13亿美元，而同年4月它的估值是10亿美元。

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“硅谷人不认为设计师有能力创建并经营公司。他们对此毫不掩饰。

我们既没有MBA，也不是斯坦福的双博学霸。

他们认为设计师就是个给人打工的。”

BRIAN CHESKY(布莱恩.杰斯基)   Airbnb创始人

via Dezeen

http://www.dezeen.com/2014/01/28/silicon-valley-didnt-think-a-designer-could-build-a-company-interview-airbnb-co-founder-brian-chesky/ http://www.wsj.com/articles/airbnb-mulls-employee-stock-sale-at-13-billion-valuation-1414100930

在人们热论#DesignInTech之前

资料来源:  推特@designerfund  @kpcb  @johnmaeda  @jshoee  @raphaelschaad  @flipboard  #DesignInTech  

2010年起，由设计师参与创建的27家初创公司相继被Google、Facebook、Adobe、Linkedin、Dropbox、以及Yahoo!等IT公司收购。

http://designerfund.com/infographic

与桌面相比，面向移动端的设计融入了新的理念，也产生技术上新的制约:                                                                                                                                                                                                          1  计算能力有限  2  小型屏幕不易阅读  3  无法依赖网络连接  4  没有鼠标  5  使用时手会遮住屏幕  6  单独存在的程序将用户数据孤立化

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2005年 2006年 2007年 2008年 2009年 2010年至今

FabLevel MoneyPolar

UltravisualWillCallBeatsReadmillSimpleSoldTumblrPulseMailbox

FoodspottingForrstBehance

Acrylic SoftwareSparrow MailSlideshareInstagramOMGPOPPosterousGowallaHunch

Push Pop PressDaytumabout.meSongza之后以16.5亿美金被收购

智能手机的普及是DesignInTech的转折点

Mint

之后以10亿美金被收购

#DesignInTech  合并与收购的动向

YouTubeVimeo

FlickrAndroid

设计师参与创建的科技公司的数量

资料来源：  推特@cbinsights  @designerfund  @kpcb  @johnmaeda  @jshoee  #DesignInTech

在有风险投资介入,并在2013年之后获追加融资、排名居上初创公司中，有5家公司(占20%)  其合伙创始人中        有设计师。

http://www.kpcb.com/design

这类设计领先主导型公司包括:  Flipboard,  Gumroad、Path、Tradesy、Segment.io、Quirky、StoreHouse、The  Grommet、SOLS  以及在更初  期阶段就启用设计师的公司如:  Ionic  Security、ZenPayroll、Remind和aboutLife。这些初创公司在仅有10名员工时就已开始雇用设计总监。

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CB  Insights所提供的互联网类美国国内初创公司的融资额

$1.2B

02013 2014 2015

#DesignInTech的融资活动蓝点表示有风投融资背景、                    融资额排名居上的初创公司

融资累计

Fab.com1

Pinterest2 Airbnb

3

ViceMedia

4

Lynda.com5

Sand Hill Road

资料来源:  推特@kpcb  @johnmaeda  @designerfund  @collabfund  #DesignInTech

在前田约翰于2014年1月就任KPCB的设计合伙人之前，硅谷的沙山路上是见不到设计师的。之后，6名以上的设计师成为了风投公司的设计合伙人。

http://www.kpcb.com/design

有设计师的风投公司包括:  Google  Ventures、Sequoia  Capital、Khosla  Ventures、Greylock  Partners、True  Ventures、Sutter  Hill  Ventures。种子基金有设计师的包括设计师基金(Designer  Fund)和合作基金(Collaborative  Fund)。加速器中有设计师的包括  Y  Combinator和三星加速器。

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风险投资如何接纳#DesignInTech?

Sand Hill Road

风投公司的新设计合伙人

 2014年1月

Sand      Hill        Road

2014年1月

至今

Sand Hill Road

沙山路旁也有了设计合伙人的出现

Braden  Kowitz于2010年创建的Google  Ventures拥有人数最多的设计部门

资料来源:  推特@kpcb  @johnmaeda  @jshoee  #DesignInTech

当设计师们发起的项目创造数千亿美金的价值或获得数千亿美金的融资，风投公司也越发注意到设计的重要性。

http://www.kpcb.com/design

欢迎您将我们尚未提及或遗漏的数据推特至@kpcb  谢谢!

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过去4年中，由设计师参与创建的

27家初创公司和10家创意工作室

被科技公司收购。

从数据看#DesignInTech

15家由设计师参与创建的初创公

司的融资额已超过27.5亿美元。

而这并不是个例。

2去年，6家以上风投公司首次开

始聘用设计师加入团队。

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资料来源:  推特@kpcb  @johnmaeda  #DesignInTech

设计在技术行业内的全新出彩，将促进现有的经济成长。伴随着技术行业的逐渐成熟，在不远的将来，设计师们将创造出更多的价值。

http://www.kpcb.com/design

欢迎您将我们尚未提及或遗漏的数据推特至@kpcb  谢谢!

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设计师主导的企业并购将增加

» 落后的用户体验将得到改善

#DesignInTech的预测

1

设计师主导的初创公司将获得更多资本

» 设计师将成长为企业家

2

风投引入设计，追求的不是“好看”，而是“关联性”

» 设计带来的商业价值将进一步进化

3

DE$IGNDESIGN

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2关于设计、技术和商业的几点想法  

将设计价值最大化，科技行业要避免把设计放到最后。

初期 中期 末期

在收尾阶段打包的设计

(或许叫整形)作为工序一部分的设计

$

$ $ $ $

设计是用于开始，不是用来收尾。设计不是成本，而是投资。

资料来源:  推特@kpcb  @johnmaeda  @wsj  #DesignInTechhttp://blogs.wsj.com/accelerators/2014/02/21/john-maeda-three-principles-for-using-design-successfully/

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完成伟大的设计需要出色的商业思路和执行力　　

－－以让对设计的投资更为有效－－而出色的工程技术让精准的结果得以实现。

资料来源:  推特@kpcb  @johnmaeda  #DesignInTechhttp://kpcb.com/design

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好的设计，目的绝不是“ 设计”。

资料来源：  推特@kpcb  @johnmaeda  #DesignInTechhttps://www.youtube.com/watch?v=lJx6cF-H__I

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设计、技术和商业的结合：  案例1  (21世纪)

Thursday, August 04, 2011 Katie Marsal, AppleInsider.com

“超薄电脑本(Ultrabook)”制造商们感受到来自苹果电脑对金属底架供给控制的压迫

November 03, 2011Adam Satariano and Peter Burrows, Bloomberg

苹果供应链的秘密？囤积镭射

June 25, 2012 Jay Yarow and Seth Fiegerman, Business Insider

苹果在澳洲采购铝材料的决定如何使微软被迫开发自己的平板电脑

2008年发售的Apple  Macbook的一体机身比同系列旧款减少了近50%的零部件。

资料来源:  推特@kpcb  @johnmaeda  @thonet_gmbh  @VDM_News  #DesignInTechhttp://www.design-museum.de/en/collection/100-masterpieces/detailseiten/sessel-soehne.html

迈克.索奈特（Michael  Thonet）在18世纪获得蒸汽木材软化法专利，并打造出一家垂直化整合的国际家具公司。

到18世纪70年代，索奈特在东欧开设工厂，产品的销售网点遍布汉堡、罗马、莫斯科及纽约。

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设计、技术和商业的结合：  案例2  (18世纪)

5000万1859年之后索奈特141号椅的销售数量

36把索奈特141号椅被分解后的部件可装入仅1立方米的集装箱。

“维也纳咖啡椅”

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3  为什么你和你的行业要关注#DesigninTech?

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1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

1996我在艺术学院毕业后回到MIT，在媒体实验室(Media  Lab)担任研究员

资料来源:  推特@kpcb  @johnmaeda  @gewang  #DesignInTech

我的旅程开始于90年代

我的旅程从一名在科技行业尝试将艺术和技术结合的设计师开始，然后在MIT媒体实验室(MIT  Media  Lab）理解如何让行业更好善用设计和技术，再到通过进修读懂金融行业语言。                                                                              这段旅程让我选择了一条不同寻常的路。  

2004年以及之后  为了搞懂关于$$  ，我读了MBA

2000互联网泡沫崩盘告诉我技术加创意并不是无敌的。

NASDAQ

http://kpcb.com/design

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在技术领域里世界上是否存在一个能说明“创意是合理的”的案例？

资料来源:  推特@risd  @kpcb  @johnmaeda  #DesignInTech

我一直认为年轻一代应是我们前进方向的引导者，因为未来于他们有最大的利害相关。  通过他们，我意识到“  论证创意的合理性“是我想要完成的目标和挑战。

资料来源:  推特@kpcb  @johnmaeda  #DesignInTechhttp://www.kpcb.com/internet-trends

INTERNET TRENDS D11 CONFERENCE

5 / 29 / 2013 Mary Meeker / Liang Wu

INTERNET TRENDS D10 CONFERENCE 5/30/2012

Mary Meeker

1

INTERNET TRENDS 2014 – CODE CONFERENCE

Mary Meeker

May 28, 2014 kpcb.com/InternetTrends

1 Copyright 2011. All rights reserved. Copyright 2011. All rights reserved.

INTERNET TRENDS – Web 2.0 Summit San Francisco, CA Mary Meeker (marym@kpcb.com) – October 18, 2011

www.kpcb.com/internettrends2011

Morgan Stanley does and seeks to do business with companies covered in Morgan Stanley Research. As a result, investors should be aware that the firm may have a conflict of interest that could

affect the objectivity of Morgan Stanley Research. Investors should consider Morgan Stanley Research as only a single factor in making their investment decision.

For analyst certification and other important disclosures, refer to the Disclosure Section, located at the end of this report.

Internet Trends June 7, 2010

CM Summit – New York City

mary.meeker@ms.com / scott.devitt@ms.com / liang.wu@ms.com

www.morganstanley.com/techresearch

Economy + Internet Trends

October 20, 2009

Web 2.0 Summit – San Francisco

mary.meeker@ms.com / scott.devitt@ms.com / liang.wu@ms.com

www.morganstanley.com/techresearch

Morgan Stanley does and seeks to do business with companies covered in Morgan Stanley Research. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of Morgan Stanley Research. Investors should consider Morgan Stanley Research as only a single factor in making their investment decision. Customers of Morgan Stanley in the US can receive independent, third-party research on companies covered in Morgan Stanley Research, at no cost to them, where such research is available. Customers can access this independent research at www.morganstanley.com/equityresearch or can call 1-800-624-2063 to request a copy of this research.For analyst certification and other important disclosures, refer to the Disclosure Section, located at the end of this report.

Technology / Internet TrendsNovember 5, 2008

Web 2.0 Summit – San Francisco

mary.meeker@ms.com / www.morganstanley.com/institutional/techresearch

Morgan Stanley does and seeks to do business with companies covered in Morgan Stanley Research. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of Morgan Stanley Research. Investors should consider Morgan Stanley Research as only a single factor in making their investment decision. Customers of Morgan Stanley inthe US can receive independent, third-party research on companies covered in Morgan Stanley Research, at no cost to them, where such research is available. Customers can access this independent research at www.morganstanley.com/equityresearch or can call 1-800-624-2063 to request a copy of this research.For analyst certification and other important disclosures, refer to the Disclosure Section, located at the end of this report.

Technology / Internet TrendsOctober 18, 2007

Web 2.0 Summit - San Franciscomary.meeker@ms.com / david.joseph@ms.com / richard.ji@ms.com

Compiled by Morgan Stanley Global Technology Team

Morgan Stanley does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their investment decision. Customers of Morgan Stanley in the United States can receive independent, third-party research on the company or companies covered in this report, at no cost to them, where such research is available. Customers can access this independent research at www.morganstanley.com/equityresearch or can call 800-624-2063 to request a copy of this research. For our latest industry research, please visit www.morganstanley.com/techresearch.

For analyst certification and other important disclosures, refer to the Disclosure Section.

The State of the Internet, Part 3

The World’s Information is Getting Organized + Monetized

web 2.0 – 11/8/06

mary.meeker@ms.com / david.joseph@ms.com

Morgan Stanley does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their investment decision. Customers of Morgan Stanley in the United States can receive independent, third-party research on the company or companies covered in this report, at no cost to them, where such research is available. Customers can access this independent research at www.morganstanley.com/equityresearch or can call 800-624-2063 to request a copy of this research. For our latest industry research, please visit www.morganstanley.com/techresearch

For analyst certification and other important disclosures, refer to the Disclosure Section

Please see analyst certification and other important disclosures starting on page 42.

Internet Trends

October 12, 2005

mary.meeker@morganstanley.combrian.pitz@morganstanley.com

brian.fitzgerald@morganstanley.comrichard.ji@morganstanley.com

Morgan Stanley does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their investment decision. Customers of Morgan Stanley in the United States can receive independent, third-party research on the company or companies covered in this report, at no cost to them, where such research is available. Customers can access this independent research at www.morganstanley.com/equityresearch or can call 800-624-2063 to request a copy of this research.

1

Internet TrendsThe Kelsey Group: Interactive Local Media 2004

Mary Meeker mary.meeker@morganstanley.com

November 2004Morgan Stanley does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their investment decision.

The Internet – A Perspective

Mary Meeker

June 2002July 2001

The State of Capital Markets and An Update on Technology Trends

Mary MeekerPresented at

The Industry Standard’s Internet Summit 2001, Carlsbad, Ca.

THESTANDARDINTELLIGENCE FOR THE INTERNET ECONOMY

INTE

RNE

TSUMMIT

2001 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

“乔布斯的设计美感无出其右“2011

“移动产品对“超凡好用”的要求”2008

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Mary  Meeker的“互联网趋势报告”追踪了上升中的#DesigninTech

2001

“互联网用户界面的“赢家”是  Aol、  Microsoft、Yahoo！”

“用户量增长与更好的用户体验紧密相关”

2004

2014年Mary将她当年《互联网趋势报告》第83页的标题取名为《安息吧，拙劣的用户界面》。她邀请我来制作该页内容。至此，我清楚的意识到高品质的用户界面设计将是今后打造高成长产品的重要因素。

2014 Page 83安息吧，拙劣的界面

电视出现后

资料来源:  推特@kpcb  @johnmaeda  @heif  #DesignInTechhttp://kpcb.com/design

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电视出现前 PC和笔记本电脑出现后

移动时代…

技术，不再仅属于挨踢人/程序猿/砖家们，因为移动（正在）让技术属于所有人。

智能手机革命让人们看到了设计前所未有的价值。人们希望在掌上、在行走时就能完成以前必须稳坐桌前、在大屏幕前才能做的事。这样的变化所带来的对人机交互界面设计的挑战是前所未有的。

资料来源:  推特@kpcb  @johnmaeda  #DesignInTechText

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早8点 下午4点

早上一次（开机） 下午一次  (开机）

用户体验实在重要，因为我们要体验如此多的东西。

这样的“堵”如果出现在移动终端上，那就是一堆“堵心”。

每天150次解锁屏幕  =  每5.6秒  看一次手机

一次交互  一次“堵心”又一次交互，又一次“堵心”

移动端的模式是“永远开机、总在眼前  “。  所以，粗糙拙劣的设计带来的后果是用几百次就有几百次的堵心。这些  “  堵  “  往往是不必要的。

http://www.kpcb.com/internet-trends

之前

现在

资料来源:  推特@kpcb  @johnmaeda  #DesignInTech  

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95 96 97 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 141995 2014

浏览器问世、宽带的普及增加了台式电脑的使用

台式电脑界面使用减少智能手机节面渗透增加

年

使用规模

1

4.75

3B users

# users

如果用户数不是单纯的”自然人数量“，  而把访问时间也算进，那么“用户量  x  使用率”的弧线将大幅度改变。

http://www.kpcb.com/internet-trends

用户

1996年的观点

用户数

30亿用户

 “  用户量  x  使用率”  揭示了真正的“变速度”，或者叫“使用的膨胀”

1952年,艾森豪威尔总统关于联邦高速公路的构想和现在的互联网相似，也很类同于今天的“物联网”，只是当时的“物”是车。

资料来源:  推特@kpcb  @johnmaeda  @wikipedia  #DesignInTech

24

0

1

2

3

1925192819311934193719401943194619491952195519581961196419671970197319761979

美国家庭的车辆平均拥有数

当使用量巨幅增长时，设计所带来的战略价值将得到体现

高速公路系统的到来使汽车不再只是单纯的交通工具，而成为人们生活方式的一部分。50年代，通用汽车意识到汽车设计的重要性，率先启用了第一位设计副总裁以捕捉新一代消费者对汽车设计的需求。

http://en.wikipedia.org/wiki/1950s_American_automobile_culture http://en.wikibooks.org/wiki/Transportation_Deployment_Casebook/History_of_the_Automobile:_Ownership_per_Household_in_U.S. http://cta.ornl.gov/data/chapter8.shtml

美国企业第一位设计副总裁：通用汽车的哈雷厄尔

Harley  Earl

Via the USDOT Federal Highway Administration and U.S. Census Bureau

最初的IOT？

25

4  如何成为“设技师”?

“资本的力量正在一点点被创造力和革新力取代－－即

人的才能正在成为生产中最重要的因素。如果人才成为

竞争的决定因素，那么我们可以相信“资本主义”正在

被“人才为本（talentism)”  取代。”    

－－KLAUS  SCHWAB  ，  世界经济论坛  （the  World  Economic  Forum）创始人

       via  HuffPo

资料来源:  推特@kpcb  @johnmaeda  @boloh  @wef  #DesignInTechhttp://www.huffingtonpost.com/klaus-schwab/end-of-capitalism----_b_1423311.html

26

没有“设技师”  (#DesignerInTech)      就没有“设技”  (#DesignInTech)

27

设计是什么？line, form, color, hierarchy, typography, composition, structure, planning, thoughtfulness, orderly, clever, obvious, simple, complicated, powerful, dream, mindshare, simple, minimalist, functional, utilitarian, pleasing, emotional, smile-inducing, better, purposed, functional, provocative, considered, crafted, problem-solving, innovative, useful, intuitive, legible, engaging, delightful, personal, beautiful, simple, informative, usable, crucial, relevant, clean, efficient, appealing, choice, function, beauty, elegance, empathy, functional, beautiful, exploratory, elegant, visual, communicative, customer-centered, functional, empathetic, simple., human, engaging, attractive, appealing, fluid, timeless, bold, kinetic, intentional, engagement, craft, thoughtful, empathic, understanding, empathy, ease, emotional, habit-forming, beauty, logical, balance, needed, forgotten, necessary, focused, hard, mixed, cohesive, humane, essence, idealistic, discrete, simple, imaginative, elegant, transparent, transformative, engaging, discovery, accessibility, use, focus, play, learn, pleasure, power, control, deep, enthusiasm, invisible, unity, collaborative, open-ended, fuzzy, clarifying, emergent, usable, beautiful, on-brand, delightful, inspiring, simple, useful, effective, memorable, subtle, clear, thoughtful, deliberate, essential, communication, testiment, obvious, ocd, empathetic, human, creative, emotion, function, form, solution, intuitive, minimal, usable, delightful, creative, expressive, thoughtful, constrained, deliberate, intentional, considered, crafted, functional, desirable, insightful, iterative, obvious, understandable, contextual, holistic, planning, experience, care, awareness, process, playful, experimenting, delightful, emotional, natural, form, function, relationship, meaning, change, create, thoughtful, utlity, delight, solution, invisible, visible, craft, appreciation, creation, individualistic, subjective, objective, inception, magical, simple, clean, working, elegant, beautiful, no-nonsense, timeless, deep, intentional, hierarchy, aesthetics, elegant, delightful, engaging, empathetic, respectful, disruptive, subtle, functional, graceful, meaningful, inspirational, intentional, empathetic, purposeful, elegant, natural, enduring, intuitive, efficient, sensual, tactile, minimal, functional, sensible, psychological, empathy, visual, interactive, interface, scenarios, synthesis, creative, voice, freedom, segregated, misunderstood, elitism, focused, transformational, redeeming, meditative, chicago, nike, jordan, stanford, believe, communication, conceptual, craft, bridge, empathy, considered, collaborative, inventive, creative, refine, improve, optimize, compromise, negotiated, vision, solution, system, constraints, guides, efficient, business, capitalism, money, commerce, impactful, evolving, everything, thoughtful, innovative, goal-driven, observation, analysis, invention, creation, aesthetic., deliberate, thoughtful, inclusive, details, selfless, optimistic, hopeful, accommodating, intentional, purposeful, disruptive, gracious, creative, resourceful, dynamic, cooperative, discovery, adventurous, incisive, language, translation, open, multidisciplinary, inventive, challenging, cohesive, intentional, personal, social, elegant, simple, aesthetics, systems, solutions, craft, mystery, people,

资料来源:  推特@kpcb  @johnmaeda  @luminosoinsight  @havasi  #DesignInTechhttp://kpcb.com/design

针对在科技行业从业的110名顶尖设技师的问卷调查

资料来源:  推特@kpcb  @johnmaeda  @jshoee  #DesignInTechhttp://kpcb.com/design

28

为了更仔细的了解#DesignInTech，我们联系了110名  “  科技”行业的设计师。更多的数据还在处理中。Clare Corthell, Deena Rosen, Parul Vora, Analia Ibargoyen, Jennifer Etter, Sarah Alpern, Kaaren Hanson, Fernanda Viegas, Kristy Tillman, Valerie Casey, Angel Steger, Karin Fong, Dawn Danby, Tina Roth Eisenberg, Jules Pieri, Sally Carson, Megs Fulton, Kegan Schouwenburg, Maria Giudice, Lindsay Mindler, Sarah M Oppelt,

Candice Tse, Catherine Courage, Juliana Rotich, Tina Roth Eisenberg, Margret Schmidt, Helen Walters, Jeniece Primus, Nancy Duarte, Rochelle King, Cat Noone, Scott Dadich, John Maeda, David Schultz, Matias Duarte, Morgan Knutson, Alex Tam, Diogenes Brito, Dave Evans, Etan Lightstone, Peter Cho, Gentry Underwood,

Dave Young, Johnnie Manzari, Marcos Ojeda, Ian Storm Taylor, Dan Harrelson, Tad Toulis, Max Gunawan, Doug VanderMolen, Chris Robinson, Randy J. Hunt, Dantley Davis, Chris Moeller, Jason Mayden, Joe Gebbia, Brian Schmitt, Mark Bauer, Damian Madray, Sean McLeary, Darren Chan, Jesse Harding, John Cary, Ethan

Bodnar, Harold Hambrose, Wesley Yun, Rich Gioscia, Randall Hom, Uday Gajendar, Matthew Beebe, Dave Lippman, Jesse Pollak, Martin Wattenberg, Ronald Ro, Phil Gilbert, Andrew Hessel, David Dat Nguyen, Moses Ting, Jonathan Chen, Ivan Bercovich, Harper Reed, Kelly Sutton, Alessandro Sabatelli, Raphael Schaad,

Donnie Dinch, Tim McCoy, Sash Catanzarite, Matt MacQueen, Marcos Weskamp, Ethan Trask, Bob Baxley, Justin Maxwell, Jonathan Lieberman, Mark Kawano, Tyler Murphy, Cap Watkins, Gilles Poupardin, Dominique Leca,

Mike Davidson, Osandi, Scott Belsky, Michael Owens, Andrew Crow, Doug Evans, Sahil Lavingia, Brian C. McDonald, Stefan Klocek, Koen Bok, Raghava KK, Brandon Velestuk

资料来源:  推特@kpcb  @johnmaeda  @jshoee  #DesignInTechhttp://kpcb.com/design

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理工类

艺术设计类

工程师能成为设计师吗？

经过我们的调查，成功的设技师中  1/3以上受到过理工类的正规培训，半数以上受到过艺术设计类的正规培训。因此，文理双全的人才的确存在。

50%0%

经过艺术设计类培训  约50%

经过理工类培训  约33%

>  13

>  12

针对技术行业110名顶尖设技师的问卷调查

资料来源:  推特@kpcb  @johnmaeda  @zsims  @codecademy  @twitter  @typeform  #DesignInTechhttp://kpcb.com/design

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JUN IOR M ID S EN IOR”会不会编程不重要“

“会编程没必要“

“会编程很有用。” “会编程是必须的。”

+– 93.5%

受访的370名设计师中93.5%认为会编程是重要的。

42.7%在2014年3月的一个调查显示在Codeacademy学习编程者中有42.7%自称为设计师。（Codeacademy拥有2千三百万人编程学员  。）

学习编程对设计师有用吗？Online study participants: Manuel Covarrubia, Tyler Howarth, Robb, Kenny Chen, Myriam Picovschi, Adeel Khalid, Ben Lee, Ruchi, Sam E, Sebastian, Alfred Lui, Rob Krugman, Kamel Kondili, Chris Long, Jairo Avalos, Mason Hastie, Abishek Raju, Chris Henderson, Morgan Vanderson, Mihai Vladan, Matias Kiviniemi, Jocelyn Lin, w, Fibinse Xavier, Barron Roth, Strahinja Todorovic, Mark Roland, Ian Goode, Jay Bowles, Claudius, Hoi Kee Wong, Sang Hyo Lee, Sohel Golwala, Rob Van Varick, Shar McLeod, Karen Chang, Nathan Garvie, Chris Chiusano, Ben Patterson, Gregg Bernstein, Riccie Janus, Anne-Marie C, Ege, Martha Willis, Jacqueline Minkler, Miquel Mora, Mathieu Parent, Veronica Ramos, Jonathan Kempf, Calvin Cheng, David Gelb, Caroline Konarkowska, Millie Lin Xinmin, Dan Parham, Neighborland, gareth price, MiHyun Kim, Greta Castellana, Pizza, Jeremy Zilar, Austin Bernales, Jim MacLeod, Jennifer Williams, Ercument Gorgul, Robert Manukyan, Ryu, Pierre Rañon, Patrick Morrow, Daniela Pardo, JR, John Cross Neumann, Alie Jackson, Prithika Mohan, Gavin Wassung, Heath Montgomery, @monicaxmetal, Laura McGuigan, Marc Shillum, Jsheps, Asako Nagata, Chauncey Peppertooth, Nick Shank, Chris Brennand, Priscila Mendoza, Matt Rolandson, François Chay, Rob Hennigar, Anderson Bordim, Willem Van Lancker, Asutosh Kar, o, Zachariah Mattheus, Danny Tamez, Hilary Vlastelica, Jessica Jacobs, Chad Engle, Jesper Bröring, Gerard Dolan, David A. Holland, Michael J. Morgan, Mahir Yavuz, Ana Lisa Alperovich, Jeff Vlahos, Kelly Ann Art, Jason Scott, Alex Lloyd, Amy Ngai, Mark Haddon, K Markandeya, Georg Duemlein, Sandijs, Mara Sandoval, Subhrajit Das, francesca giordano, sarah withers, Giorgia Lupi, Lucy. P., guipei, Eric Keezer, Umesh Pandya, Divya Viswanathan, André Sirgado, Carolina Mora, Charles Smith, BadGenius, siuming, Matt Leach, Gopika Prabhu, Ken Hejduk, Nuno Belmonte, @pabsanch, Michael Held, Jae Johnson, Celia, J.B. Chaykowsky, Ti Chang, Andy Cowles, Jack Curry, E, Mark Jenkins, Jyothish Nair, Jessie McGuire, Mb, Chad Lockart, Manlo Ngai, Julie Bakopoulou, oriol, Andrea Limjoco, Willis, Vivek Sahi, Michael Seifert, Michele, Giorgio Martini, Harrison Telyan, William Deegan, Kim Goldberg, Robert Suarez, Jess Wainer, Andrea Small, Martina Maitan, Kelly Ann McKercher, Joe Beirne, Joel Califa, Madeline Gannon, Ning Fang, Timothy Mohn, Mark Breneman, Takashi Okamoto, Gaurang Gupta, Wilbert Baan, Allison Druin, Aran Rhee, Sidney Blank, Mlbm, David Hoogland, Surbhi Bindlish, Fredy, Nicholas Evans, Jackie Lee, Cas Lemmens, Mae Reed, Aakash Kumar, Deanna Wood, Hawk Thompson, Linda Yang, Diane Menyuk, Peter Gahnström, Brian Clark, Sakura Moses, Nina Dinoff, Michelle Knoernschild, Molly Wilson, Bridgette Engeler Newbury, Reilly P. Brennan, Emily Tregunno, Michael Ryan, Jen Leonard, Kapil Solanki, Geoffrey Long, Matt MacQueen, Jackie Jantos, Anne Moreau, Todd Walker, Lynda Brown-Ganzert, Mary Deelsnyder, Sandra Colley, Emelyn, Bill Abel, Emily Privot, Jared Fanning, Liz Schmidt, Jeanny, Samantha Clark, Shani Sandy, Seth Hunter, Onur Umut, Andrew Conn, Kevin Dodson, Managing Director - Saltbox Studio, Austin, Stephan Ritter, DF Hobbs, Naveesh Khattar, Dave Rich, Steve Pell, Maxim, Tim Knowles, Michael Robertson, Pierre-Denis Autric, Neil Ramsay, Mike, Rocio Lopez, Roham Gharegozlou, Raj Yadav, Rimma Boshernitsan, Ahmed Riaz, Dakeisha Jenkins-Jenkins, Sadia Harper, Kafin Noe'man, Mokryun Baik, Seth Taylor, Christian Talmage, Priya Prakash, D4SC @priyascape, Yiming, Erick Mohr, Lisa Stuardi, Lisa Kay Solomon, Melanie Kahl, Indy Sen, Lori Landesman, Gaurav Anand, Gregory Bowler, Adam Harrell, Ana Medina, Doug Evans, Sachsé Jean-Baptiste, Saurabh Datta, Markus Hoppe, di wood, Jonathan Zong, Bö, Alex Tam, Christopher Smeder, Rishabh Sethi, Andrew Green, Arjun Sarode, Javier Diaz, Jon Alling, Rodrigo Del Castillo, p, Eivind Ingebrigtsen, Laurence Berry, Geremy Mumenthaler, Lukasz Lysakowski, Emilie Jacob, Darren Chan, Harley Donaldson, Gökcen Keskin, Alisa Tribuleva, Lissa Streeter, sanjaya, Silvia, Saneef H. Ansari, Krozz Wu, Jacqueline Stetson Pastore, Kyungseok Hahm, Claudia, Enrique Allen, Fredrik Hurtig, Jonathan Bobrow, Peter Cuhalev, Ste Everington, Sofie Lindblom, Jason Herring, Maurice, Stuart Griffiths, Michael Lee, Gabriela Iglesias, Aaron Perry-Zucker, Kathryn McElroy, Reed Reibstein, Laura Martini, Jess Greco, Todd Zaki Warfel, Patrick N. Lewis, Tefo Mohapi, Bryan Chang, Brandon Nieves, Ben Weeks, Ivana Preiss, Jenelle Huddleston, Sian A. Morson, Andy Van Solkema, Borahm, Mark Chichester, Bethany koby, Valeska O'Leary, Prince Boucher, David G Nix, Robert J Neal, and a hundred more anonymous folks ...

受访的370名设计师对于  “  会编程是否更有用”的问题回答整体倾向  “  有用”。  如果是10年前，我猜回答有用的最多不超过5%。

资料来源:  推特@kpcb  @jshoee  @johnmaeda  @wsj  @DukeMBADesign  #DesignInTech  http://www.wsj.com/articles/do-business-school-rankings-matter-1425517222

10个中的7个  商业周刊排名前10的商学院中有8个学院拥有学生组织的设计类社团10个中的7个  金融时报全球排名前10商学院中有8个学院拥有学生组织的设计类社团或是参与设计合伙

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商学院的学生们正在从心底接受设计

浅蓝色是学生组织的设计类社团

BusinessWeek  (US)  2014 Rank FT  (Global)  2015

Duke  (Fuqua) 1 Harvard

Pennsylvania  (Wharton) 2 London  Business  School

Chicago  (Booth) 3 Pennsylvania  (Wharton)

Stanford 4 Stanford

Columbia 5 INSEAD

Yale 6 Columbia

Northwestern  (Kellogg) 7 IESE  Business  School

Harvard 8 MIT  (Sloan)

Michigan  (Ross) 9 Chicago  (Booth)

Carnegie  Mellon  (Tepper) 10 Berkeley  (Haas)

MBA  partnership  with  Art  Center  College

d.schoold.school

10个中有8个

资料来源:  推特@kpcb  @jshoee  @johnmaeda  @poptech  #DesignInTechhttp://kpcb.com/design https://www.linkedin.com/pulse/5-tips-building-amazing-team-jackie-xu?trk=prof-post

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初创公司在早期比较理想的设计师与工程师比例

来自针对技术行业110名顶尖设技师的问卷调查中，27%是处在初期阶段的初创公司（融资金额1000万美金以下）。调查显示其设计师与工程师比例为1比4到1比5。据KPCB的“人才合伙人”Jackie  Xu所述，以前这个比例是1比15到甚至1比30。

1:4  ～  1:5设计师  ：  工程师

“早期雇佣的员工将深深影响企业文化的形成。要会雇人！”

—Jackie  Xu,  via  LinkedIn

D e e e e D e e e e e

这个倾向最近被关注

重视设计的初创公司在早期的人员聘用比例（初创公司被分类为  初期、中期、末期3个阶段）

资料来源:  推特@kpcb  @johnmaeda  @danemhoward  @beckybermont  @ebayinc  #DesignInTechhttp://designobserver.com/feature/building-a-design-culture-in-an-end-up-technology-world/38473/

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当CEO开始重视设计时，公司成长将突飞猛进

“有意义的企业文化改革不能缺少从上到下的支持，和从下到上的努力。”

—Dane  Howard,  via  LinkedIn

斯坦福商学院的案例分析将于2015年发表。由John  Couch、Uris  Dacosta、Dave  Lippman,、Billy  Seabrook主导。

0

500

1000

1500

2000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2014年在  Ebay从业的设计师、市场调查员、项目经理、文员及高管的数量

谷歌《设计剧本》

（Google “design playbook”）

34

5  结尾

资料来源:  推特@kpcb  @johnmaeda  #DesignInTech

35

自2010年起，由设计师参与创建的27间初创公司相继被Google、Facebook、Adobe、Linkedin、Dropbox、以及Yahoo!等公司所收购

新旧的良易结合

“旧的” “好的” “新的”

资料来源:  推特@kpcb  @johnmaeda  @fortunemagazine  #DesignInTechhttp://fortune.com/fortune500/

36

行业指标显示无论在老派还是新派企业，设计的价值都排名靠首

1  Wal-Mart  Stores,  Exxon  Mobil,  Chevron,  Berkshire  Hathaway,  5  Apple,  Phillips  66,  7  General  Motors,  8  Ford  Motor,  9  General  Electric,  Valero  Energy,  AT&T,  CVS  Caremark,  Fannie  Mae,  UnitedHealth  Group,  McKesson,  Verizon  Communications,  Hewlett-Packard,  J.P.  Morgan  Chase  &  Co.,  Costco  Wholesale,  Express  Scripts  Holding,  Bank  of  America,  Cardinal  Health,  23  International  Business  Machines,  Kroger,  Marathon  Petroleum,  Citigroup,  Archer  Daniels  Midland,  AmerisourceBergen,  Wells  Fargo,  Boeing,  31  Procter  &  Gamble,  Freddie  Mac,  Home  Depot,  Microsoft,  Amazon.com,  36  Target,  Walgreen  Co.,  WellPoint,  39  Johnson  &  Johnson,  American  International  Group,  State  Farm  Insurance  Cos.,  MetLife,  53  PepsiCo,  Comcast,  United  Technologies,  Google,  ConocoPhillips,  Dow  Chemical,  Caterpillar,  United  Parcel  Service,  Pfizer,  Lowe's  Companies,  Intel  Corporation,  Energy  Transfer  Equity,  L.P.,  Cisco  Systems,  Inc.,  Enterprise  Products  Partners  L.P.,  Aetna  Inc.,  58  The  Coca-Cola  Company,  Lockheed  Martin  Corporation,  Best  Buy  Co.,  Inc.,  The  Walt  Disney  Company,  CHS  Inc.,  Sysco  Corporation,  FedEx  Corporation,  Merck  &  Co.,  Inc.,  INTL  FCStone  Inc.,  Safeway  Inc.,  Johnson  Controls,  Inc.,  Ingram  Micro  Inc.,  Plains  GP  Holdings,  L.P.,  World  Fuel  Services  Corporation,  Prudential  Financial,  Inc.,  Humana  Inc.,  The  Goldman  Sachs  Group,  Inc.,  Tesoro  Corporation,  Liberty  Mutual  Holding  Company  Inc.,  Honeywell  International  Inc.,  United  Continental  Holdings,  Inc.,  HCA  Holdings,  Inc.,  Deere  &  Company,  Delta  Air  Lines,  Inc.,  Oracle  Corporation,  Morgan  Stanley,  Hess  Corporation,  Twenty-First  Century  Fox,  Inc.,  E.I.  du  Pont  de  Nemours  and  Company,  Sears  Holdings  Corporation,  New  York  Life  Insurance  Company,  Mondelez  International,  Inc.,  American  Express  Company,  Nationwide  Mutual  Insurance  Co.,  The  Allstate  Corporation,  Tyson  Foods,  Inc.,  Supervalu  Inc.,  TIAA-CREF,  Massachusetts  Mutual  Life  Insurance  Company,  CIGNA  Corporation,  DIRECTV,  General  Dynamics  Corporation,  Philip  Morris  International  Inc.,  101  3M  Company,  Time  Warner  Inc.,  Halliburton  Company,  Publix  Super  Markets,  Inc.,  International  Paper  Company,  McDonald's  Corporation,  Macy's,  Inc.,  The  TJX  Companies,  Inc.,  Fluor  Corporation,  Northwestern  Mutual  Life  Insurance  Company,Inc.,  Tech  Data  Corporation,  American  Airlines  Group  Inc.,  The  Hartford  Financial  Services  Group,  Inc.,  The  Travelers  Companies,  Inc.,  115  Nike,  Inc.,  Occidental  Petroleum  Corporation,  Avnet,  Inc.,  Rite  Aid  Corporation,  Exelon  Corporation,  Qualcomm  Inc.,  Emerson  Electric  Co.,  Northrop  Grumman  Corporation,  Duke  Energy  Corporation,  124  Capital  One  Financial  Corporation,  Aflac  Inc.,  Raytheon  Company,  Staples,  Inc.,  EMC  Corporation,  ...

2014财富500  强  部分排名

2014年财富排名中，125家公司中有13家公司（占10%）有设计高管或设计师直接获得CEO后援。Nike的设计师CEO令人瞩目。

苹果公司是唯一启用资深设计副总裁(SVP)的公司

资料来源:  推特@kpcb  @johnmaeda  #DesignInTech  http://kpcb.com/design

第一代技木属于挨踢宅或砖家们－－这是过去时。37

Source:

Text

Text

Text

38年轻一代的技木是更贴近大众。他们会给#DesignInTech  点“赞”

资料来源:  推特@kpcb  @johnmaeda  #DesignInTech  

38

39

信息发布

This  presentation  has  been  compiled  for  informational  purposes  only  and  should  not  be  construed  as  a  solicitation  or  an  offer  to  buy  or  sell  securities  in  any  entity.本演讲仅供信息分享，不得用于商业目的进行销售或路演。

The  presentation  relies  on  data  and  insights  from  a  wide  range  of  sources,  including  public  and  private  companies,  market  research  firms,  and  industry  professionals.  We  cite  specific  sources  where  data  are  public;  the  presentation  is  also  informed  by  non-public  information  and  insights.演讲中所涉及的信息来源包括政府机构，私人公司，市场调查公司，行业智库等。

This  is  an  inaugural  publication  of  the  Design  In  Tech  report.  We  will  post  any  updates  revisions  or  clarifications  on  the  KPCB  website.本文档是演讲初稿，我们将在KPCB官网等途径跟进内容的更新或修正。

KPCB  is  a  venture  capital  firm  that  owns  significant  equity  positions  in  certain  of  the  companies  referenced  in  the  presentation,  including  those  at  kpcb.com/companies.KPCB是一家风险投资公司，持有本演讲稿中所提及公司的高额股份。

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Sand Hill Road