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Walking the walk: Putting design at the heart of business - Coggle Diagram
Walking the walk: Putting design at the heart of business
Changing role of design
Design as differentiation tool (supporting the brand)
Design as business tool (fueling innovation)
Design as usability tool (focusing on people)
Design as cultural tool (enabling transformation)
Transforming Philips Design from ad hoc agency to a strategic business partner
Integrated supplier (Design process improvement, high service)
Design partner (discussion on design strategy, business issues)
Preferred supplier (design programs, high quality)
Strategic partner (responsible for design strategy, organisational impact)
Ad-hoc relationship (Design commodity, cost driven)
From service function to core function
Service function
Project selling
Design management
Transactional
Offer what we have
Receiving brief
Quality orientation
Service provider
Core function
Ownership on briefing process
Budget ownership
Integrated
Programming
Business partner (CDO) in business platforms
Create access to what is needed
Value orientation
Design function maturity grid
Maturity level 2: Integrated and aligned with other functions
Maturity level 3: Measurable impact on business result and other functions
Maturity level 1: Within function but in context