12 ways design adds value

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

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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

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