Growing Design’s impact Kevin McCullagh 10 November 2020
Design
How can I increase the impact of Design in my organisation?
Section
Slide
3
Headline 30pt Product-service strategy consultancy
We help companies to navigate the early stages of innovation
Market foresight
Opportunity discovery
Proposition development
Experience strategy
Capability building
Introduction
Slide
4
Our expertise
Bringing clarity to the front-end of innovation
Market foresight
Helping design and innovation teams raise their game
Opportunity discovery
Proposition development
Experience strategy
Capability building – Team strategy – Training – Tools and processes
Introduction
Slide
5
Team strategy Two triggers
Building a new design capability
Strengthening an existing design capability
Introduction
Slide
6
Team strategy Process steps
1. Assess the current situation and drivers of change
Building a new design capability
Strengthening an existing design capability
2. Define the team’s future purpose, scope and ambition 3. Build the team’s value proposition to the organisation 4. Identify which capabilities to build to realise the ambition 5. Define changes to systems, structures, behaviours and measures 6. Outline an action plan
Introduction
What we mean by design
‘ Problem solving in a cultural, technology and commercial context’
Culture Meaning
Plan
Business Scale
Technology Usability
Introduction
Meaning
Desirability and cultural fit
Meaning
Scale
Usability
Introduction
Usability
Meaning
Utility and ease of use
Scale
Usability
Introduction
Scale
Meaning
Market and production potential
Scale
Usability
Introduction
Design disciplines Filtering criteria Slide 21
Introduction
Workshop output
Benefit
Effort
Strength of user/partner need
Technical difficulty
Potential financial value
Business difficulty
Fit with Samsung innovation
Lack of fit with current portfolio
Two propositions selected for development
Digital
Wellbeing assistant Social photobooth
Social photo booth Capture and share social selfies and group videos in front of the TV
Following content Media stream that transfers to whichever room you’re in
Digital media display A cultural display of films, music and books in an easy access library
Ambience setting Enhance a room’s ambience using contextual data and preferences
Well-being assistant A holistic wellbeing centre that helps improve your health
Mechanical
Transparent Allows objects behind the screen to become the focus
Sliding Slide into or behind objects
Active camouflage Reproduces surrounding pattern, colour and lighting
Concertina Collapse on themselves, concertina-like
Aesthetic
Domestic object Echo the aesthetics and functions of domestic objects
Merged
Roll up Roll up / down over objects
Media shelf
Shift centre
Trends research
User research
Design strategy
Service design
Anticipating and understanding social, technology and market trends
Understanding user needs, desires and behaviours
Framing opportunities, building value oppositions and setting the ambition
Coordinating interactions between customers and service providers
User experience / human factors
Industrial design
UI / Interaction design
Graphic communication
Defining physical products, including specialists in CMF, interiors or exteriors (CAD surfacing)
Creating digital experiences
Designing 2D graphics, including typography
Enhancing product usability
Introduction
Slide
12
Design teams deliver value to different stakeholders within an organisation Design
CEO
Corporate strategy
Product management
Customer insights
HR & Development
R&D
Engineering
Voice of customer/user
Customer / user
Finance
Production & Quality
Marketing
Sales
Customer service
Product/service strategy
Product/service design
Change management
Identifying market opportunities
Delivering high-quality product experiences
Facilitating organisational change
Market analysis
Concept development
Instigating change
Market foresight
Design for scale
Capability building
Proposition development
Product/portfolio differentiation
Culture modelling
Envisioning futures
Experience/system design
Customer engagement
Product/service design
Concept development Generating, testing and refining ideas – Divergent thinking – Visualising early ideas – Exploring options
Marketing
R&D
Product management
Product/service design
Design for scale Design development to ensure design intent is delivered – The hard graft of bringing concepts to reality – Resolving hundreds of technical, commercial and political issues and trade-offs
Engineering
Product management
Production & Quality
Product/service design
Product differentiation Creating a distinctive and engaging product/ service identity – Expressing the brand through product/service – Cohering and articulating the portfolio
CEO
Marketing
Product management
Product/service design
Experience/system design Raising the quality and consistency of the user experience across touchpoints – Holistic user-centred thinking – Crafting cross-silo journeys – Orchestrating ecosystems
CEO
Marketing
Product management
Customer service
Product /service strategy
Product/service design
Change management
Identifying market opportunities
Delivering high-quality product experiences
Facilitating organisational change
Market analysis
Concept development
Instigating change
Market foresight
Design for scale
Capability building
Proposition development
Product/portfolio differentiation
Culture modelling
Envisioning futures
Experience/system design
Customer engagement
Product/service strategy
Market analysis Understanding the current competitive landscape – Assessing market data – Identifying and analysing competitive dimensions – Spotting opportunities
Marketing
Product management
Product/service strategy
Market foresight Anticipating and interpreting trends – Tracking market dynamics – Outlining future contexts – Scoping opportunities
Marketing
Corporate strategy
Product management
Product/service strategy
Proposition development Framing the opportunity from a customer and organisation perspective – Scoping the problem space – Defining the customer, features and benefits – Business design
Marketing
Product management
Corporate strategy
Product/service strategy
Envisioning futures Developing inspirational and vivid goals – Developing the big guiding idea – Visualising potential product and organisation futures – Building roadmaps
CEO
Marketing
Corporate strategy
Product/service strategy
Product/service design
Change management
Identifying market opportunities
Delivering high-quality product experiences
Facilitating organisational change
Market analysis
Concept development
Instigating change
Market foresight
Design for scale
Capability building
Proposition development
Product/portfolio differentiation
Culture modelling
Envisioning futures
Experience/system design
Customer engagement
Change management
Instigating change Provoking debate and introducing new thinking – Scanning for new thinking – Experimenting – Engaging other functions
CEO
HR & Development
Change management
Capability building Strenghtening the organisation’s expertise, tools and processes – Identifying areas for improvement – Tool and process development – Innovation training
CEO
HR & Development
Change management
Culture modelling Role modeling new behaviours and ways of working – Championing and demonstrating innovative ways of working – Identifying and removing friction points
CEO
HR & Development
Change management
Customer engagement Making the customers’ sales journey more compelling – Generating sales and marketing content and assets – Participating in B2B sales meetings – Scoping opportunities with customers
Marketing
Sales
Section
Slide
28
Headline 30pt
Product/service strategy
Product/service design
The purpose of this document... dolor sit amet, consectetur Identifying market Delivering high-quality adipiscing elit. In pellentesque nisi opportunities product experiences sit amet ipsum volutpat id nulla turpis.
Change management
Facilitating organisational change
Market analysis
Concept development
Instigating change
Market foresight
Design for scale
Capability development
Proposition development
Product/portfolio differentiation
Culture modelling
Envisioning futures
Experience/system design
Customer engagement
Conclusion
This is not a design maturity framework
4. Design as innovation driver 3. Design as customer experience champion 2. Design as product development partner 1. Design as styling Design used to make products more desirable and differentiated from the competition
Design is central to the product / service development process, collaborating with technical teams
Design is the connection between departments to deliver more cohesive customer experiences
Design is a strategic innovation partner
Conclusion
Slide
30
Strategy is a set of hard choices
‘ Strategy is a set of choices about winning.’ Roger Martin, Playing to Win, 2013
Strategy is about deciding where to focus time and resources, which means deciding what to do – and what not to do. When everything is a priority, nothing is a priority
Product/service strategy
Product/service design
Change management
Design a value proposition to fit your organisation
Product/service strategy
Product/service design
Change management
Design a value proposition to fit your organisation Don’t try to tick every box
Section
Team strategy canvas
Slide
34
Team strategy sprint 1. Assess the current situation and drivers of change 2. Define the team’s future purpose, scope and ambition 3. Build the team’s value proposition to the organisation 4. Identify which capabilities to build to realise the ambition 5. Define the changes in systems, structures, behaviours and measures 6. Outline an action plan
We joinyou Thank the/dots Q&A www.plan.london
plan.london/subscribe kevin@plan.london