HOW TO

A MOREDESIGN-MINDED

ORGANIZATION

TRANSITION:

BECOME

originally by Thomas Lockwood retold by Dima Leont’ev

04Moving from status quo to powered by design

03Introduction

08Understanding terminology12Ten principles toward becoming a design-minded organization24Conclusion

table ofcontents

Designis an asset that can add

significant value.

Becoming a design- minded organization is about empowerment and transparency of ideas and methods, and about being open-minded to change.

WHY MAKETHIS CHANGE?

Our businesses and institutions are

not working anymore. We needbusinesstransformations.

Creativity and design drive innovation, and

innovation drives new business growth.

Design thinking vs.

Design management

is about discovering unmet needs and

creating new product concepts.

Design thinking

involves the ongoing management and leadership of design organizations, processes, operations, projects,

and outputs.

Design management

Regular design is giving sense to objects; strategic design is

giving sense to decisions. ‘ ‘‘‘- Marco Steinberg

TEN PRINCIPLES toward becomingA DESIGN-MINDEDorganization

1 DEVELOPempathy

for thecustomer

design2 Engage

integrateddesignprocesses

3Connectwith

corporateculture

4Align

designandbusinessstrategy

Businesspeople are from Mars, and designers are from Venus.‘ ‘‘‘

- Hartmut Esslinger

5 strategy

design principlesSet

and

and

transformation

Achieve innovation,aim for66

7 Design forrelevancyrelevancyat each

touch-point

8Focus

on thecustomer

expe

rienc

e

9 CREATIVITY

Empower

leaders10

Invest inDESIGN

Design solves problems, businesses have many

problems.

Good design solves the right problems.

QUESTIONSAND COMMENTSAREWELCOME