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Adopt Design Thinking in Your Organization

Innovation needs design thinking.

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Contributors

  • David Dunne, Professor & Director, MBA Programs, University of Victoria and author of the book Design Thinking at Work
  • Gopi Bheemavarapu, Technology Strategy Advisory, Ernst & Young
  • Harry Meier, Deputy CIO for Innovation, City of Mesa
  • Mathew Ironside, Research Analyst, Agriculture Financial Services Corporation
  • Four external contributors who prefer to remain anonymous

Your Challenge

  • End users often have a disjointed experience while interacting with your organization in using its products and services.
  • You have been asked by your senior leadership to start a new or revive an existing design or innovation function within your organization. However, your organization has dismissed design thinking as the latest “management fad” and does not buy into the depth and rigor that design thinking brings.
  • The design or innovation function lives on the fringes of your organization due to its apathy towards design thinking or tumultuous internal politics.
  • You, as a CIO, want to improve the user satisfaction with the IT services your team provides to both internal and external users.

Our Advice

Critical Insight

  • A user’s perspective while interacting with the products and services is very different from the organization’s internal perspective while implementing and provisioning those. A design-based organization balances the two perspectives to drive user-satisfaction over end-to-end journeys.
  • Top management must have a design thinker – the guardian angel of the balance between exploration (i.e. discovering new business models) and exploitation (i.e. leveraging existing business models).
  • Your approach to adopt design thinking must consider your organization’s specific goals and culture. There’s no one-size-fits-all approach.

Impact and Result

  • User satisfaction, with the end-to-end journeys orchestrated by your organization, will significantly increase.
  • Design-centric organizations enjoy disproportionate financial rewards.

Research & Tools

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should adopt design thinking in your organization, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

1. What is design thinking?

The focus of this phase is on revealing what designers do during the activity of designing, and on building an understanding of the nature of design ability. We will formally examine the many definitions of design thinking from experts in this field. At the core of this phase are several case studies that illuminate the various aspects of design thinking.

2. How does an organization benefit from design thinking?

This phase will illustrate the relevance of design in strategy formulation and in service-design. At the core of this phase are several case studies that illuminate these aspects of design thinking. We will also identify the trends impacting your organization and establish a baseline of user-experience with the journeys orchestrated by your organization.

3. How do you build a design organization?

The focus of this phase is to:

  • Measure the design-centricity of your organization and subsequently, identify the areas for improvement.
  • Define an approach for a design program that suites your organization’s specific goals and culture.

Guided Implementations

This guided implementation is a six call advisory process.

Guided Implementation #1 - What is design thinking?

Call #1 - Scope requirements and your specific challenges.

Guided Implementation #2 - How does an organization benefit from design thinking?

Call #1 - Discuss case studies and service design.

Guided Implementation #3 - How do you build a design organization?

Call #1 - Assess design centricity.
Call #2 - Identify areas for improvement.
Call #3 - Define an approach for a design program.
Call #4 - Summarize and plan next steps.

Onsite Workshop

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Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: What Is Design Thinking?

The Purpose

The focus of this module is on revealing what designers do during the activity of designing, and on building an understanding of the nature of design ability. We will also review the report on the design-centricity of your organization and subsequently, earmark the areas for improvement.

Key Benefits Achieved

  • An intimate understanding of the design thinking
  • An assessment of design-centricity of your organization and identification of areas for improvement

Activities

Outputs

1.1

Discuss case studies on how designers think and work

1.2

Define design thinking

1.3

Review report from Info-Tech’s diagnostic: How design-centric is your organization?

  • Report from Info-Tech’s diagnostic: ‘How design-centric is your organization?’ with identified areas for improvement.
1.4

Earmark areas for improvement to raise the design-centricity of your organization

Module 2: How Does an Organization Benefit From Design Thinking?

The Purpose

In this module, we will discuss the relevance of design in strategy formulation and service design. At the core of this module are several case studies that illuminate these aspects of design thinking. We will also identify the trends impacting your organization. We will establish a baseline of user experience with the journeys orchestrated by your organization.

Key Benefits Achieved

  • An in-depth understanding of the relevance of design in strategy formulation and service design
  • An understanding of the trends that impact your organization
  • A taxonomy of critical customer journeys and a baseline of customers’ satisfaction with those

Activities

Outputs

2.1

Discuss relevance of design in strategy through case studies

2.2

Articulate trends that impact your organization

  • Trends that impact your organization.
2.3

Discuss service design through case studies

2.4

Identify critical customer journeys and baseline customers’ satisfaction with those

  • Taxonomy of critical customer journeys and a baseline of customers’ satisfaction with those.
2.5

Run a simulation of design in practice

Module 3: How to Build a Design Organization

The Purpose

The focus of this module is to define an approach for a design program that suits your organization’s specific goals and culture.

Key Benefits Achieved

An approach for the design program in your organization. This includes aspects of the design program such as its objectives and measures, its model (one of the five archetypes or a hybrid one), and its governance.

Activities

Outputs

3.1

Identify objectives and key measures for your design thinking program

  • An approach for your design thinking program: objectives and key measures; structure of the program, etc.
3.2

Structure your program after reviewing five main archetypes of a design program

3.3

Balance between incremental and disruptive innovation

3.4

Review best practices of a design organization

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