Fostering a culture of innovation with Design Thinking

1INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Maren Christin Huebl, SAP
@marenchristin
Fostering a
Culture of Innovation
with Design Thinking
Picture:UniversityofMelbourne

1. WHY
2. WHAT
3. HOW
4. Exercise

1. WHY

of CEOs find it
important to specifically
include innovation in
their business strategy
77%
Source: Forbes insights, 2016 Global CEO Outlook
Why is everyone talking about innovation?
Picture:Pexels.com

Source: Capgemini Digital Transformation Institute
Survey 2017, N = 1700, 340 organizations
of respondents
consider culture as the
top 1 hurdle to digital
transformation
62%
What does this have to do with culture?
Picture:Pexels.com

“Leadership often underestimates the
importance of culture and yet,
culture is one of the most important
sources of competitiveness.”
Deborah Ancona, MIT Sloan School Professor

2. WHAT

What is
culture?

CULTURAL ARTEFACTS:
Easily observable
COMMUNICATED VALUES:
At the surface
Based on: Schein (1985), Organizational Culture and Leadership p.26 ff.
Behaviors or
rituals, like a daily
stand-up
Transparency
The more you share, the
more opportunities for
collaboration arise
BASIC ASSUMPTIONS:
Deeply held and “under the surface”
Culture

Change culture:
put ideas into action!
CULTURAL ARTEFACTS:
Easily observable
COMMUNICATED VALUES:
At the surface
BASIC ASSUMPTIONS:
Deeply held and “under the surface”

What is
innovation?

Three perspectives on innovation

Design Thinking is a systematic, human-
centered approach to solving complex
problems. It combines three essential
components of innovation:
technical feasibility, economic viability
and human desirability.
What is Design Thinking?

3. HOW

SAP’s approach to Design-Led Innovation
People
Multiple perspectives in the team
Process
Iterative Design Approach
Place
Fostering creativity
& collaboration

People
Involving multiple perspectives, skills & mindsets
Designer
Business
Expert
Tech
Expert
DT
Coach
End
User

Iterative Design Process
Investing in problem finding and problem solving
DesignDiscover Deliver
Scope
360° Research
Synthesize
Ideate
Prototype
Validate
Implement Deploy
Test

Open Space
Fostering creativity & collaboration

SAP’s Design Thinking journey with ups and downs
DT added
to dev.
process
Resulting in
DT by
checkbox
Design is rewarded
with a seat at the
table
AppHaus team
offers design
servicesFrustration that DT
cannot be practiced
1000’s trained &
energized by DT
2004 2008 2011 2012 2013 2017
Co-Innovation with
customers
JourneyoriginallycreatedbySamYen,November2016

We humanize business software through Design
Our Vision as AppHaus Team
Seoul
Heidelberg
Berlin
Palo Alto
2013
2017

Building empathy at Daimler AMG
https://youtu.be/Kq9bV3paMAs

How to create
a culture that fosters
innovation?

Embracing complexity

Enhancing our understanding of innovation culture
People
Multiple perspectives in the team
Process
Iterative Design Approach
Place
Fostering creativity & collaboration
Leadership
Distributing power &
ensuring psychological safety
Communication
Talking at eye-level
Networks
Collaboration across silos & companies

1. New ideas are not welcome: “Hm,
but”… instead of „yes, and“.
2. Lack of empowerment: new ideas are
not included in decision making
processes.
3. Missing inspiration and role models:
people don’t know where to start and feel
constrained.
…
What are typical barriers of
innovation culture?
Picture:Pexels.com

Re-Designing Leadership
Leadership
BEHAVIOURS:
Putting the experts front & center
No approval processes
VALUES:
Trust
Transparency
BASIC ASSUMPTIONS:
“I don’t know it all”
“It is not about me” (servant leader)

How Scrum helps me to distribute power
CHALLENGE:
Missing overview
“I’m deciding everything
on my own”
SOLUTION:
Co-created backlog
Joint planning
IMPACT:
Big picture on the wall
Empowerment of team
Leadership

”Some of the most important
future innovations will not
come from new technologies,
but from new forms of
collaboration.”
Thomas Malone, MIT, 2015

4. Exercise

Putting ideas into action: empathy practice (1/3)
1. Learn how the ideal work
environment looks and feels like
• for you
• for your partner (2 x 3 Minutes)
3 min
2 x 3 min

2. Share your learning with the
group
This is…
An inspiring insight I learned about
... is ...

3. Discuss what’s next
For which project / business
challenge would it be helpful
to build empathy?
4. Share your idea
3 min

Maren Christin Huebl
Design & Community Strategist
SAP
maren.christin.huebl@sap.com
@marenchristin
Thank you!

Learn more at experience.sap.com/designservices
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