Embedding design research on a product-centred organisation

This talk is about the structural challenges designers face in introducing design research on a product-centred organisation. I will share my experience within Telstra Enterprise, the lessons I learned and a couple of case studies. The structural challenges include poor understanding of design plus inadequate funding mechanisms, organisation structures, incentives schemes and leadership support.

Presented by Leandro Gama at Design Research 2018

Transcript

2. EMBEDDING DESIGN RESEARCH ON A PRODUCT- CENTRED ORGANISATION 09 MARCH 2018
3. A PRODUCT-CENTRED ORGANISATION Product-Centred Customer-Centred Product-centred organisations tend to focus on products and services they sell, rather than on solutions addressing customer requirements, problems, needs or pain points
4. PRODUCT-CENTRED ORGANISATIONS… DO NOT UNDERSTAND DESIGN! “How many of these buzz words can I fit in one sentence?” “You are sharing confidential information with the customer!” “You are too altruistic. We are here to make money!” “How can I sell this stuff? Can we productise?”
5. PRODUCT-CENTRED ORGANISATIONS… STRUGGLE TO WORK WITH CUSTOMERS! “Oh no! We can’t share this information with the customer!” “No but our product is…” “No but you did this first…” “No but that happened because…”
6. PRODUCT-CENTRED ORGANISATIONS… ARE BUILT IN SILOS! “It is us versus them; they are our competitors!” “That product or service is not part of my portfolio!” “You are not Sales, not marketing, not product… where do we place you?”
7. PRODUCT-CENTRED ORGANISATIONS… INCENTIVISE SHORT-TERM WINS! “Will this Design thing help me achieve my targets?” “We need to close this deal before the end of the financial year!” “If it takes too long, why bother?”
8. CASE FOR CHANGE: KODAK Source: Yahoo Finance! Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15 Jun-15 Sep-15 Dec-15 Mar-16 Jun-16 Sep-16 Dec-16 Mar-17 Jun-17 Sep-17 Dec-17 21%
9. CASE FOR CHANGE: NOKIA Source: Yahoo Finance! Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15 Jun-15 Sep-15 Dec-15 Mar-16 Jun-16 Sep-16 Dec-16 Mar-17 Jun-17 Sep-17 Dec-17 89%
10. CASE FOR CHANGE: TELSTRA Source: Yahoo Finance! Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15 Jun-15 Sep-15 Dec-15 Mar-16 Jun-16 Sep-16 Dec-16 Mar-17 Jun-17 Sep-17 Dec-17 65%
11. HOW MIGHT WE… EMBED *DESIGN RESEARCH* INTO PRODUCT-CENTRED ORGANISATIONS?
12. HOW MIGHT WE EMBED *DESIGN RESEARCH*…? Be comfortable with the three lenses of human-centred design
13. HUMAN-CENTRED DESIGN Source: IDEO’s Human Centred Design Toolkit, 2nd Edition Desirability Viability Feasibility
14. HOW MIGHT WE EMBED *DESIGN RESEARCH*…? Understand your organisation and collaborate Be comfortable with the three lenses of human-centred design
15. HOW MIGHT WE EMBED *DESIGN RESEARCH*…? Deliver and demonstrate value Be comfortable with the three lenses of human-centred design Understand your organisation and collaborate
16. HOW MIGHT WE EMBED *DESIGN RESEARCH*…? Share the love and build internal capabilities Be comfortable with the three lenses of human-centred design Understand your organisation and collaborate Deliver and demonstrate value
17. HOW MIGHT WE EMBED *DESIGN RESEARCH*…? Hire new talent; personal attributes over credentials Be comfortable with the three lenses of human-centred design Understand your organisation and collaborate Deliver and demonstrate value Share the love and build internal capabilities
18. HOW MIGHT WE EMBED *DESIGN RESEARCH*…? Be comfortable with the three lenses of human-centred design Understand your organisation and collaborate Deliver and demonstrate value Share the love and build internal capabilities Hire new talent; personal attributes over credentials Seek ongoing leadership support
19. THANK YOU!