Ulla Jones & Tuomas Manninen: Uncharted Territory of Strategic Design
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The document presents a framework for design maturity, detailing a journey from 'non-design' to 'design as strategy' across four key steps, highlighting the evolution of design's role within organizations. It emphasizes the importance of metrics, collaboration, and a mindset that intertwines design with business value. The final step suggests a cultural integration of design as a core aspect of the organization, fostering continuous inquiry and celebrating craftsmanship.
Ulla Jones & Tuomas Manninen: Uncharted Territory of Strategic Design
- 1. © OP 1 Tervehdys! Hi there! #SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
- 2. © OP
- 3. © OP Uncharted Territory of Strategic Design 3
- 4. © OP Highlights Our journey to design as a strategy Design maturity framework How to know you have arrived 4
- 5. © OP Design maturity model by Danish Design Center STEP 2: Design as form-giving Design is viewed exclusively as the final form-giving stage STEP 1: Non-design Design is an invisible part of product development STEP 3: Design as process Design is not a result but an approach STEP 4: Design as strategy Design is in relation to the company’s business vision and future role in the value chain
- 6. © OP STEP 1: Non-design Design doing: Doesn’t exist Design people: There are no formal design roles Design culture: How to innovate is the hot topic STEP 3 STEP 4 STEP 2
- 7. © OP 7 STEP 1: Non-Design Design is not customer driven
- 8. © OP STEP 2: Design as form-giving Design doing: Mobile app & Pivo mobile wallet startup Design people: Development Center in Oulu with first designers Design culture: Service Design in isolated pockets. Projects win awards. STEP 1 STEP 3 STEP 4
- 9. © OP STEP 2: Design As Form Giving Designers working at the end of the process
- 10. © OP STEP 1 STEP 3: Design as process Design doing: Training internal customers to ‘buy’ design. All projects are good projects Design people: Omni-channel designers, Business Designers Design culture: Systematic metrics. Part of R&D process Impact? STEP 4 STEP 2
- 11. © OP 11 STEP 3: Design as Process All projects are good projects
- 12. © OP STEP 4: Design as strategy Design doing: Changing focus to business management Design people: Design is not only for designers Design culture: Thought leadership, Design DNA, Design training STEP 1 STEP 2 STEP 3
- 13. © OP 13 STEP 4: Design As Strategy Changing focus to business management
- 14. © OP 14 STEP 4: Design as Strategy Design is not only for designers
- 15. © OP 15 STEP 4: Design As Strategy Thought leadership
- 16. © OP Design at OPLadderStep&DesignResources STEP 1 STEP 2 STEP 3 STEP 4 1996 2011 2015 2017
- 17. © OP 17 WHY INVEST IN DESIGN? DATA DRIVEN DESIGNDESIGN IS A MINDSET HUMAN + MACHINE OP on YOUTUBE
- 18. © OP Take-aways: Step 4 Step is a winding road 18 1. Metrics: from external to cultural 2. Designer becomes a coach 3. Design brings business value 4. Design is only done collaborately 5. Hunt for unicorns ends here! #SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
- 19. © OP Step 5: Design as a Culture • It is time to write the next steps? • Don’t get stuck on methods on ladder 3 • Celebrate craftmanship and design ethos • Lifecentric design • Inquiry as a general approach 19 #SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
- 20. © OP Thank you! Kiitos! Ulla Jones Design Culture Lead twitter @ullajones LinkedIn: Ulla Jones +358 50 551 6630 [email protected] Tuomas Manninen Head of Design & CX twitter @tuomanni LinkedIn: Tuomas Manninen +358 40 541 7498 [email protected]