Enterprise Wide Design: A Cultural Shift DRIVENxDESIGN
A cultural shift is occurring around design. In leading organisations design has moved out of the department and into the boardroom and is driving strategy at the very top of the level of the organisation. This transformation is Enterprise Wide Design.
22 August 2016
| Lacey Glave
|
via
https://design100.com/summit
A cultural shift is occurring around design. In leading organisations design is now taking place at an organisational level, across all business units, to increase value for stakeholders.
This transformation is Enterprise Wide Design.
In this model, design has moved out of the department and into the boardroom and is driving strategy at the very top of the level of the organisation.
It flows through service delivery to the customer experience and retention. Enterprise Wide Design puts people first and the result is better outcomes for both customers and shareholders.
Moving design beyond a practice-specific output to a enterprise wide culture can explain the success of the largest companies in the world. However simply spending money on design is not enough, to get the most out of design, a shift in the way the organisation thinks is needed.
Over the last 5 years a common brief to the design studio has been “we want to be like Apple”. The challenge here is not whether the designer can produce outstanding work, but rather whether the organisation has the readiness and culture to support product transformation and innovate through all business units.
Crucially Enterprise Wide Design prioritizes the customer experience, from the first point of contact through purchase to ongoing service. It makes sure the experience matches the promise.
This can only be achieved by an organisational culture that is made for people rather than one which is made for companies.
Digital disruptors such as Airbnb and Uber are BETTER FUTURE. Their success can be explained by their company’s fostering of an Enterprise Wide Design culture.
By prioritising on exploring needs, rather than repackaging existing offerings, these tech-startups have disrupted their respective industries, reaching mass adoption overnight.
They demonstrate that great customer experiences, delivered through streamlined processes, drive company profits, brand differentiation and increase market value.
Join others accelerating transformation through design by booking at place at the BETTER FUTURE Summit.
This transformation is Enterprise Wide Design.
In this model, design has moved out of the department and into the boardroom and is driving strategy at the very top of the level of the organisation.
It flows through service delivery to the customer experience and retention. Enterprise Wide Design puts people first and the result is better outcomes for both customers and shareholders.
Moving design beyond a practice-specific output to a enterprise wide culture can explain the success of the largest companies in the world. However simply spending money on design is not enough, to get the most out of design, a shift in the way the organisation thinks is needed.
Over the last 5 years a common brief to the design studio has been “we want to be like Apple”. The challenge here is not whether the designer can produce outstanding work, but rather whether the organisation has the readiness and culture to support product transformation and innovate through all business units.
Crucially Enterprise Wide Design prioritizes the customer experience, from the first point of contact through purchase to ongoing service. It makes sure the experience matches the promise.
This can only be achieved by an organisational culture that is made for people rather than one which is made for companies.
Digital disruptors such as Airbnb and Uber are BETTER FUTURE. Their success can be explained by their company’s fostering of an Enterprise Wide Design culture.
By prioritising on exploring needs, rather than repackaging existing offerings, these tech-startups have disrupted their respective industries, reaching mass adoption overnight.
They demonstrate that great customer experiences, delivered through streamlined processes, drive company profits, brand differentiation and increase market value.
Join others accelerating transformation through design by booking at place at the BETTER FUTURE Summit.
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