transition: how to become a more design-minded organization (by thomas lockwood)
DESCRIPTION
TRANSCRIPT
HOW TO
A MOREDESIGN-MINDED
ORGANIZATION
TRANSITION:
BECOME
originally by Thomas Lockwood retold by Dima Leont’ev
04Moving from status quo to powered by design
03Introduction
08Understanding terminology12Ten principles toward becoming a design-minded organization24Conclusion
table ofcontents
Designis an asset that can add
significant value.
Becoming a design- minded organization is about empowerment and transparency of ideas and methods, and about being open-minded to change.
WHY MAKETHIS CHANGE?
Our businesses and institutions are
not working anymore. We needbusinesstransformations.
Creativity and design drive innovation, and
innovation drives new business growth.
Design thinking vs.
Design management
is about discovering unmet needs and
creating new product concepts.
Design thinking
involves the ongoing management and leadership of design organizations, processes, operations, projects,
and outputs.
Design management
Regular design is giving sense to objects; strategic design is
giving sense to decisions. ‘ ‘‘‘- Marco Steinberg
TEN PRINCIPLES toward becomingA DESIGN-MINDEDorganization
1 DEVELOPempathy
for thecustomer
design2 Engage
integrateddesignprocesses
3Connectwith
corporateculture
4Align
designandbusinessstrategy
Businesspeople are from Mars, and designers are from Venus.‘ ‘‘‘
- Hartmut Esslinger
5 strategy
design principlesSet
and
and
transformation
Achieve innovation,aim for66
7 Design forrelevancyrelevancyat each
touch-point
8Focus
on thecustomer
expe
rienc
e
9 CREATIVITY
Empower
leaders10
Invest inDESIGN
Design solves problems, businesses have many
problems.
Good design solves the right problems.
QUESTIONSAND COMMENTSAREWELCOME