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Design-driven Culture
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Design-driven Culture

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DOCUMENT DESCRIPTION
Over time, we are seeing the growing importance of Customer Experience. As it becomes more and more difficult to separate the experience of buying and using the product, we are seeing many cases where customers prioritize the buying experience to the performance of the product itself.
To truly prioritize and deliver excellence in Customer Experience, our organization needs to adopt a Design-driven Culture. In this presentation, we discuss the 4 core elements to a Design-driven Culture:

1. True Customer Understanding
2. Empathy in Organization
3. Streamlined Design Process
4. Acting Quickly

Additional topics discussed include Competitive Advantage, Customer Decision Journey, Braided Design Model, Four Wall Approach, Minimum Viable Product, and others.

This deck also includes templates for your own business presentation.

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Design-driven Culture

  1. 1. This is an exclusive document to the FlevyPro community - http://flevy.com/pro Framework Primer Design-driven Culture Presentation created by True Customer Under- standing Empathy in the Organization Streamlined Design Process Quick Action
  2. 2. 2This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview 1. True Customer Understanding 2. Empathy in the Organization 3. Streamlined Design Process 4. Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  3. 3. 3This document is an exclusive document available to FlevyPro members - http://flevy.com/pro To deliver excellence in Customer Experience, we need to adopt a 4 Design-driven Culture—which is driven by 4 core elements Presentation Overview Over time, we are seeing the growing importance of Customer Experience. As it becomes more and more difficult to separate the experience of buying and using the product, we are seeing many cases where customers prioritize the buying experience to the performance of the product itself. To truly prioritize and deliver excellence in Customer Experience, our organization needs to adopt a Design-driven Culture. In this presentation, we discuss the 4 core elements to a Design-driven Culture: Additional topics discussed include Competitive Advantage, Customer Decision Journey, Braided Design Model, Four Wall Approach, Minimum Viable Product, and others. This deck also includes templates for your own business presentation. The foundation of Design Thinking is using empathy to place customers at the center of our problem solving process. 1 2 3 4 True Customer Understanding Empathy in the Organization Streamlined Design Process Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  4. 4. 4This document is an exclusive document available to FlevyPro members - http://flevy.com/pro There are 4 elements to Design-driven Culture—Customer Understanding, Empathy in the Organization, Streamlined Process, and Quick Action 4 Elements of Design-driven Culture Design-driven organizations maintain a significant stock market advantage—outperforming the S&P 500 by 200+% over the past decade. Source: Good Design Drivers Shareholder Value, Design Management Institute, 2015; Building a Design-driven Culture, McKinsey, 2015 Most organizations strive to improve the Customer Experience. However, making design a Core Competency that drives growth and is a source of Competitive Advantage requires changing the corporate culture to be design-driven. There are 4 core elements to a Design-driven Culture: True Customer Understanding Empathy in the Organization Streamlined Design Process Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  5. 5. 5This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Here are 4 key questions to ask when transforming and adopting a Design-driven Culture Key Questions to Design-driven Culture Transformation Adopt the tech startup mentality –remember, speed is better than perfection. 1 QUESTION Do we have a senior design leader with real authority? Hire a Chief Design Officer (CDO) or Vice President of Design Strategy. This person should hold a seat in the C-suite and has the backing of the CEO. We should ensure that design factors with customer implications are part of any corporate strategy. Transforming our organization to adopting a Design-driven Culture can be a challenging process. Here are 4 important questions to consider when making the shift to being design driven: Are we continuously reviewing our metrics and KPIs? We must go beyond just reviewing design metrics and KPIs regularly to reviewing them continuously (ideally in real time), testing them, and changing your actions in a constant “test-and-learn cycle.” 2 QUESTION Are designers working with the right people in our organization? Assign designers to critical functions so that design is actively contributing to business decisions and experience development across the entire customer decision journey. Identify and implement our first Four Wall Approach with design, engineering, or IT operations, and project management.3 QUESTION Do we really understand what motivates our customers? Create a map of customer journey and use Human-centered Design (HCD) research techniques to interact with customers and uncover pain points and opportunities to delight. 4 QUESTION The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  6. 6. 6This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview 1. True Customer Understanding 2. Empathy in the Organization 3. Streamlined Design Process 4. Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  7. 7. 7This document is an exclusive document available to FlevyPro members - http://flevy.com/pro If we want to put the customer first, we need to first develop a true understanding of our customer 1. True Customer Understanding This understanding of the customer should be plotted out to a Customer Decision Journey to identify opportunities for creating delightful experiences. All companies assert they put the customer first. However, the truth is rarely the case. We find most organizations’ performance management systems are not tied to customer metrics. Management decisions are often don’t consider the impact on customers. To be a Design-driven Culture, this must change and we must develop a true understanding of the customer. EXAMPLE Cosmetics retailer Sephora were observing how millennials were shopping on their site and realized that, prior to purchase, the customers would often go to YouTube to look for videos of people using the product. This led Sephora to create its own videos to serve this customer need. A design-driven company goes beyond understanding what the customer wants to truly uncovering why they want it. Design-driven organizations utilize ethnographers and cultural anthropologists to develop a more empathetic view on customer understanding. These researchers conduct more in-depth studies to observe, listen, and learn how customers actually use and experience products, which include: Contextual one-on-one interviews Shopper-shadowing exercises “Follow me homes” The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  8. 8. 8This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Initial Consideration Set Moment of Purchase Active Evaluation Post-purchase Experience Ongoing exposure The McKinsey Customer Decision Journey is a framework we can leverage to map, analyze, and understand the customer journey and experience 1. True Customer Understanding – McKinsey Customer Decision Journey For more on this framework, as well as Accenture’s Customer Journey framework, look at this FlevyPro framework: https://flevy.com/browse/flevypro/customer-experience-2252. 1 3 2 4 Source: Consumer Decision Journey, McKinsey & Co., 2009 1. Initial Consideration Set When the customer first conceives the notion of buying a product, she will develop an initial set of brands to consider buying. 2. Active Evaluation In the evaluation phase, the customer is seeking information and shopping around to make an informed purchase decision. 3. Moment of Purchase This is the point in the time when the customer goes to the retailer and makes the purchase. 4. Post-purchase Experience After the purchase, the customer builds expectations based on her experience that will impact her next purchase journey. This creates the circular nature of the journey. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  9. 9. 9This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview 1. True Customer Understanding 2. Empathy in the Organization 3. Streamlined Design Process 4. Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  10. 10. 10This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Customer empathy must permeate all functions throughout our organization 2. Empathy in the Organization With performance metrics tied to the customer, our goal is to track the depth of the relationship between customer and our brand over time. In a design-driven company, customer empathy must permeate all areas of the business—IT, finance, marketing, operations, etc. This means customer advocacy and customer-centric empathy should be extended to more roles in the organization. EXAMPLE Deutsche Bank require all employees to use products that its customers used as a way for everyone to understand (and empathize with) what customers were experiencing. We must first have a “Chief Design Lead” at the seat at the table where strategic decisions are made. This person can be the Chief Design Lead, Chief Digital Officer, or Chief Marketing Officer. This person’s responsibility is the primary customer advocate – this person bring the customer’s point of view to business decisions and help translate business goals to customer-friendly initiatives. Perhaps most importantly, this person needs to help foster a culture where employees think about how what they do impacts our customers. A designer should be a core part of any product of service development. We also need to build a design- driven process around individual customer journeys. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  11. 11. 11This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview 1. True Customer Understanding 2. Empathy in the Organization 3. Streamlined Design Process 4. Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  12. 12. 12This document is an exclusive document available to FlevyPro members - http://flevy.com/pro To streamline the design process, we can use 2 powerful techniques—the Braided Design Model and Four Walls Approach 3. Streamlined Design Process The Four Wall Approach creates a workshop setting and mindset – and supports on-the-fly decision making. The process of developing Customer Decision Journeys requires input and coordination from a multitude of functions. To streamline this process, utilize the Braided Design Model and Four Walls Approach. BRAIDED DESIGN MODEL FOUR WALL APPROACH To mitigate against process inefficiencies that arise from dealing with so many different functions and skill sets, leverage the Four Wall Approach. The name of this approach is fairly literal. From day 1, set up a war room and bring in people from design, engineering/IT, operations, and project management who are working on the process. Depending on offering, bring in the relevant people with backgrounds in research, user experience, industrial design, interaction and visual design, service design, and rapid prototyping. The 4 walls represent: Customer Journey and Experience Technology Operations and Process Team Planning The walls become an ordered “mosaic” of post-it notes that capture tasks, actions, progress, people, ideas, etc., visible for all to see and modify. Team members can walk across the room, get their questions answered, come to a decision, and move forward. This “braided” approach combines Design, Business Strategy, and Technology as the core working group. These functions collaborate to achieve the following: Make decisions Ensure the designed journey aligns with the strategy and delivers value Keep the Customer Experience as a top-of-mind issue These functions work in lockstep across the process areas of: Frame Cocreate Prototype Validate Govern The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  13. 13. 13This document is an exclusive document available to FlevyPro members - http://flevy.com/pro In the Braided Design Model, the functions of Design, Strategy, and Technology work in lockstep 3. Streamlined Design Process – Braided Design Model Source: Building a Design-driven Culture, McKinsey, 2015 Design Strategy Technology Prototype Build rapid prototypes Iterate design as required with customer feedback Create technology-development (agile) plan Build business case Frame Map business opportunity and strategy based on market and organizational factors “Trendscape”; identify user needs and define experience principles Identify technology developments; assess current technology environment Cocreate Reframe problem statements based on customer feedback Define value proposition Conduct workshops with customers and experts to co-create optimal experience Identify data and technology Govern Role model best-practice innovation process tied to business strategy Build government model for ongoing investment and evolution Validate Test usability Assess technology, process, and organizational needs for realization Validate with overall business strategy The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  14. 14. 14This document is an exclusive document available to FlevyPro members - http://flevy.com/pro With the Four Wall Approach, we have cross-functional teams collaborate in the same room simultaneously—each wall tracks a specific topic 3. Streamlined Design Process – Four Wall Approach Source: Building a Design-driven Culture, McKinsey, 2015 Business-operation & process wall Technology wall Team-planning wall Personas Journey mapping Research insights Inspirational trends Architecture maps Data structures System diagrams Application flows Internal organization & process owners Internal processes (before & after) Critical business decisions Inputs to business case Key performance indicators Master plan Project timeline Team-member names Daily priorities Status of tasks Customer-journey & experience wall The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  15. 15. 15This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview 1. True Customer Understanding 2. Empathy in the Organization 3. Streamlined Design Process 4. Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  16. 16. 16This document is an exclusive document available to FlevyPro members - http://flevy.com/pro To get our product to market quickly, we leverage a number of agile practices—in particular, we should first release a Minimum Viable Product 4. Quick Action A design-driven organization is not afraid to release a product that’s less than perfect. Source: iPhone Photo App Instagram Nabs 100K Users in One Week, Mashable, 2010 Although it may seem counterintuitive, good design is also fast design. EXAMPLE Instagram launched by rolling out a product, learning which features were most well received and te relaunched with a stripped-down version. The company receive 100K downloads in less than a week and 7MM registered users within the app’s first 9 months.. We need to get our product to market quickly. To do this, we can rely on a number of leading agile practices: Rapid prototyping Frequent iteration Adjustments based on real-time customer feedback We should first release a Minimal Viable Product (MVP). A MVP is the most stripped-down version of the product that can still accomplish the task and satisfy early adopters. The final, complete set of features is only designed and developed after considering feedback from the product's initial users and learning from the mistakes of the MVP. The rapid returns from the MVP pilots also help secure early support from stakeholders and the broader organization. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  17. 17. 17This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview 1. True Customer Understanding 2. Empathy in the Organization 3. Streamlined Design Process 4. Quick Action The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  18. 18. 18This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline 4 Elements of Design-driven Culture – TEMPLATE Insert bumper. Source: Good Design Drivers Shareholder Value, Design Management Institute, 2015; Building a Design-driven Culture, McKinsey, 2015 True Customer Understanding Empathy in the Organization Quick Action • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text Streamlined Design Process The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  19. 19. 19This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline 4 Elements of Design-driven Culture – TEMPLATE ALTERNATE Insert bumper. Source: Good Design Drivers Shareholder Value, Design Management Institute, 2015; Building a Design-driven Culture, McKinsey, 2015 Empathy in the Organization Streamlined Design Process Quick Action • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text True Customer Understanding The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  20. 20. 20This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Initial Consideration Set Moment of Purchase Active Evaluation Post-purchase Experience 1 3 2 4 Ongoing exposure Insert headline McKinsey Customer Decision Journey – TEMPLATE Source: Consumer Decision Journey, McKinsey & Co., 2009 Insert bumper. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  21. 21. 21This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Four Wall Approach – TEMPLATE Source: Building a Design-driven Culture, McKinsey, 2015 Insert bumper. Business- operation & process wall Customer-journey & experience wall Technology wall Team-planning wall The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  22. 22. 22This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Four Wall Approach – TEMPLATE ALTERNATE Source: Building a Design-driven Culture, McKinsey, 2015 Insert bumper. Business-operation & process wall Customer-journey & experience wall Technology wall Team-planning wall • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler text • Filler text, filler text, filler text, filler text, filler textThe content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  23. 23. 23This document is an exclusive document available to FlevyPro members - http://flevy.com/pro This presentation was created by PPT Lab. PPT Lab is a PowerPoint design firm specializing in consulting-quality presentations. View our available presentations on Flevy here: https://flevy.com/seller/PPTLab The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  24. 24. 24This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/design-driven-culture-2802
  25. 25. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com

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