A snapshot on organisational structures for design - UX STRAT · Marion Fröhlich, SAP UXSTRAT...

Marion Fröhlich, SAP UXSTRAT EUROPE 2018

@marionfrohlich

A snapshot on organisational structures for design

© 2018 Marion Fröhlich. All rights reserved. .

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Hello.

!2© 2018 SAP SE or an SAP affiliate company. All rights reserved.

© 2018 SAP SE or an SAP affiliate company. All rights reserved. !3

Continuously adapt structures to the context of your business

Use matrix structures to actualise the full potential of design

Org design has to become a key design management activity


“Design isn’t just about beauty; it’s about market relevance and meaningful results.” John Maeda, Tech Report 2016


Hiring!

INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ !9

“(a) most people […] have never worked with a truly effective design team […]

(b) most designers haven’t been part of fully actualised teams…” Merholz & Skinner 2016


© 2018 SAP SE or an SAP affiliate company. All rights reserved.

It is the job of today’s design managers to define structures that realise the full potential of design

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INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ !11

Potentials and limits of embedding design in digital service companies. Marion Fröhlich, Berlin School of Economics and Law, 2017


Use matrix structures to fully actualise Design



Interviewed Design Leaders with in-house teams >20 designers



Design maturity

Strategic

Integrative

Operative

Customer


Basic org models for Design

External Centralised Decentralised Matrix

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CPO

P

P

P

HD

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Basic structures for Design Matrix

D

D

D

HD = Head of Design, D = Designer, P = Product Manager, CPO = Chief Product Officer

I


Basic structures for Design Matrix

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HD = Head of Design, D = Designer, P = Product Manager, CPO = Chief Product Officer

HD

P

P

P

CPO

D

D

D

II

© 2018 SAP SE or an SAP affiliate company. All rights reserved. !19© 2018 SAP SE or an SAP affiliate company. All rights reserved.

HD = Head of Design, D = Designer, P = Product Manager, CPO = Chief Product Officer, BU = Business Unit

Sample structures


Few designers Pool of designers Team with Design Manager Integrated structureExternal design

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Adapt structures to the context of your business

life span

peopletechnology

environment

organisational structures


Adapt structures to the context of your people



Use matrix structures to actualise the full potential of design


Summary

Thank you.

Marion Fröhlich Director Design & UX, SAP Innovation Center Network

@marionfroehlich

A snapshot on organisational structures for design - UX STRAT · Marion Fröhlich, SAP UXSTRAT...

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