Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ulla Jones & Tuomas Manninen: Uncharted Territory of Strategic Design

285 views

Published on

OP Financial Group (OP) has worked long and consistently on building a design maturity that includes an internal design team and customer-centric design culture. Eventually it became necessary to separate strategic design from operational design so that design needs would be met at all levels. OP has entered the unchartered territory of strategic design, the most advanced level of design according to 'Danish Design Ladder'. We will examine the team's competence structure to illustrate what skills and experiences were identified as necessary to work successfully. We will show through case studies how changing the company culture builds the internal understanding of design's value and how this in turn grows the demand to involve designers at the strategic level.

Published in: Design
  • Be the first to comment

Ulla Jones & Tuomas Manninen: Uncharted Territory of Strategic Design

  1. 1. © OP 1 Tervehdys! Hi there! #SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
  2. 2. © OP
  3. 3. © OP Uncharted Territory of Strategic Design 3
  4. 4. © OP Highlights Our journey to design as a strategy Design maturity framework How to know you have arrived 4
  5. 5. © OP Design maturity model by Danish Design Center STEP 2: Design as form-giving Design is viewed exclusively as the final form-giving stage STEP 1: Non-design Design is an invisible part of product development STEP 3: Design as process Design is not a result but an approach STEP 4: Design as strategy Design is in relation to the company’s business vision and future role in the value chain
  6. 6. © OP STEP 1: Non-design Design doing: Doesn’t exist Design people: There are no formal design roles Design culture: How to innovate is the hot topic STEP 3 STEP 4 STEP 2
  7. 7. © OP 7 STEP 1: Non-Design Design is not customer driven
  8. 8. © OP STEP 2: Design as form-giving Design doing: Mobile app & Pivo mobile wallet startup Design people: Development Center in Oulu with first designers Design culture: Service Design in isolated pockets. Projects win awards. STEP 1 STEP 3 STEP 4
  9. 9. © OP STEP 2: Design As Form Giving Designers working at the end of the process
  10. 10. © OP STEP 1 STEP 3: Design as process Design doing: Training internal customers to ‘buy’ design. All projects are good projects Design people: Omni-channel designers, Business Designers Design culture: Systematic metrics. Part of R&D process Impact? STEP 4 STEP 2
  11. 11. © OP 11 STEP 3: Design as Process All projects are good projects
  12. 12. © OP STEP 4: Design as strategy Design doing: Changing focus to business management Design people: Design is not only for designers Design culture: Thought leadership, Design DNA, Design training STEP 1 STEP 2 STEP 3
  13. 13. © OP 13 STEP 4: Design As Strategy Changing focus to business management
  14. 14. © OP 14 STEP 4: Design as Strategy Design is not only for designers
  15. 15. © OP 15 STEP 4: Design As Strategy Thought leadership
  16. 16. © OP Design at OPLadderStep&DesignResources STEP 1 STEP 2 STEP 3 STEP 4 1996 2011 2015 2017
  17. 17. © OP 17 WHY INVEST IN DESIGN? DATA DRIVEN DESIGNDESIGN IS A MINDSET HUMAN + MACHINE OP on YOUTUBE
  18. 18. © OP Take-aways: Step 4 Step is a winding road 18 1. Metrics: from external to cultural 2. Designer becomes a coach 3. Design brings business value 4. Design is only done collaborately 5. Hunt for unicorns ends here! #SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
  19. 19. © OP Step 5: Design as a Culture • It is time to write the next steps? • Don’t get stuck on methods on ladder 3 • Celebrate craftmanship and design ethos • Lifecentric design • Inquiry as a general approach 19 #SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
  20. 20. © OP Thank you! Kiitos! Ulla Jones Design Culture Lead twitter @ullajones LinkedIn: Ulla Jones +358 50 551 6630 ulla.jones@op.fi Tuomas Manninen Head of Design & CX twitter @tuomanni LinkedIn: Tuomas Manninen +358 40 541 7498 tuomas.manninen@op.fi

×