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© OP
1
Tervehdys! Hi there!
#SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
© OP
© OP
Uncharted Territory
of Strategic Design
3
© OP
Highlights
Our journey to design as a strategy
Design maturity framework
How to know you have arrived
4
© 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
© 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
© OP
7
STEP 1: Non-Design
Design is not customer
driven
© 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
© OP
STEP 2: Design As Form Giving
Designers working at the end of the
process
© 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
© OP
11
STEP 3: Design as Process
All projects are good projects
© 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
© OP
13
STEP 4: Design As Strategy
Changing focus to business
management
© OP
14
STEP 4: Design as Strategy
Design is not only for
designers
© OP
15
STEP 4: Design As Strategy
Thought leadership
© OP
Design at OPLadderStep&DesignResources
STEP 1
STEP 2
STEP 3
STEP 4
1996 2011 2015 2017
© OP
17
WHY INVEST IN DESIGN?
DATA DRIVEN DESIGNDESIGN IS A MINDSET
HUMAN + MACHINE
OP on YOUTUBE
© 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
© 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
© 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

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Ulla Jones & Tuomas Manninen: Uncharted Territory of Strategic Design

  • 1. © OP 1 Tervehdys! Hi there! #SDNGC18 - Unchartered Territory of Strategic Design by @tuomanni and @ullajones
  • 3. © OP Uncharted Territory of Strategic Design 3
  • 4. © OP Highlights Our journey to design as a strategy Design maturity framework How to know you have arrived 4
  • 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. © 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. © OP 7 STEP 1: Non-Design Design is not customer driven
  • 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. © OP STEP 2: Design As Form Giving Designers working at the end of the process
  • 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. © OP 11 STEP 3: Design as Process All projects are good projects
  • 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. © OP 13 STEP 4: Design As Strategy Changing focus to business management
  • 14. © OP 14 STEP 4: Design as Strategy Design is not only for designers
  • 15. © OP 15 STEP 4: Design As Strategy Thought leadership
  • 16. © OP Design at OPLadderStep&DesignResources STEP 1 STEP 2 STEP 3 STEP 4 1996 2011 2015 2017
  • 17. © OP 17 WHY INVEST IN DESIGN? DATA DRIVEN DESIGNDESIGN IS A MINDSET HUMAN + MACHINE OP on YOUTUBE
  • 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. © 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. © 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