Tuesday, May 7, 2019

Shape a Design-driven and People-centric Digital Organization

The big advantage of being design-driven is that you prioritize in making things likable vs. just making them functioning.

Digital makes a significant impact on every aspect of the business from people, process to technology both horizontally and vertically. In reality, different organizations are at different stages of the business maturity life cycle, strive to move up their maturity from functioning to firm to delight. The digital era upon us is about people. Therefore, organizations need to get deeply immersed in designing, developing and delivering great products or solutions to make their customers smarter, more productive, collaborative, and delightful. Focusing on customers’ need and what the market is moving toward should be a reasonable path to pursue innovation and shape a design-driven and people-centric digital organization.

Creating innovative products that are profitable to the business while being exciting to customers: Business creativity is to apply creative thinking for problem-solving and leverage design thinking to develop intuitive products or services for delighting customers and making the profit. The strategic objective of design thinking is to understand what customers need, see products or services in the eye of the beholder, embrace design-centric development, and then, help the business orient itself towards those needs in pursuit of business goals. Design, empathy, and humanity are interconnected, make people feel involved in the design and implementation scenario, show customers that you put a great amount of effort to deliver intuitive products, services, or solutions which closely meet their need. Brands who want to establish a strong presence in a market have to innovate constantly, design products or services that fulfill consumer needs better, cheaper or differently. There’s inspiration from design patterns, The best way to design delightful products and win customers’ heart is to hide the complexity of technology; what is left visible to them should be intuitive, simple, secure, reliable and predictable, help them become more productive and innovative. It requires a cross-functional design-driven and customer-centric paradigm for innovation management and cross-domain disciplines.

The big advantage of being design-driven is that you prioritize in making things likable vs. just making them functioning: Strategically oriented designers are complex problem-solvers who demonstrate business knowledge, technology expertise and a rich understanding of users into innovative and compelling products or services. Good design is natural, intuitive, and prioritized in making things likable vs. just making them functioning. Design review is necessary to ensure the things are on the right track of on-value and on-time deliveries by checking: Is the new solution providing new features, but also involving more complexity, or is the new product or solution more likable? Is it the teamwork to design the intuitive products or services based on well-set principles, or you have to count on very few talented designers to convey the art? Simplicity brings elegance, speed, clarity, flexibility, and productivity. Are you following simplicity or other design principles? What’s overall design maturity of your organization? When the company delivers business needed custom developments, there is always extensive training required because so little thought goes into the ergonomics of the design or the simplicity of the interface. The design-mature teams or organizations work collaboratively and competitively in making things likable and deliver them continually.

Design Thinking is a human-centered and iterative process for setting goals and putting strategies into place to achieve genuine innovation: The structural design innovations most often require design teams to attend to the total system of all valued product interactions and related opportunities. They can create new design features that efficiently enable new value across wide ranges of current and new product interactions systematically. Whether you design the business process or user interfaces, what's important is for improving the customer experience. Simplify the user experience and add flexibility. The structural design shows how well the different parts of system work and how they fit together cohesively; the innovative designs involve radically different ways of rethinking processes. Process design and interface design integrate at the user. People are the center of design thinking. There's a fundamental shift happening with the emergence of converging technologies that impact the business through cross-departmental communication and collaboration. To build a high-mature design-driven and people-centric digital organization, every department needs to work collaboratively for achieving genuine innovation and ensuring the success of the entire business.

The good design is part of the business strategy for building a people-centric company. To leverage design thinking, it’s important to understand the company’s long-term goals, business identity or brand, and the industry realities such as competition or marketing position, etc. To put simply, design-led management focuses on brand, positioning, and rigorous user understanding.


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