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And that's about
to change!
m@martin-gude.com – martin.gude.me – Berlin
2
MARTIN GUDE
Strategic Catalyst for
Digital Products
Clients that I worked with
WHAT IS CHANGE?
4
https://youtu.be/VtvjbmoDx-I
„
5
But change is not like a pizza that you order.
AUTHOR UNKNOWN
AND WHAT IS
CHANGE MANAGEMENT?
„
7
Change management refers to the implementation
of selected measures [and tools] to radically change
departments or the entire organisation and move it
towards a defined target state.
PERSONIO
DESIGN AND
CHANGE MANAGEMENT
„
9
Innovation is about designing customers,
not just new products, new services, and
new user experiences.
MICHAEL SCHRAGE (2012) IN “WHO DO YOU WANT YOUR CUSTOMERS TO BECOME?”
10
WHY DO WE NEED CHANGE
MANAGEMENT IN DESIGN?
Change management
supports organisations
in preparing for
upcoming changes
Designing products
creates changes, even
for people not using the
product
It helps with planning
even the most
extensive changes
within an organisation
Icons from the Noun Project by Arif Hariyanto, Good Father, and Wilson Joseph
11
3 STAGES OF CHANGE
CHANGE
UNFREEZE REFREEZE
cf. Kurt Lewin, 1947: Frontiers in group dynamics. Concept, method and reality in social science. Social equilibria and social change.
Demonstrate the
need for Change
Demonstrate the
benefits of Change
Reinforce the
behaviour
This is where we design our products
12
WHAT DO WE NEED FOR SUCCESSFUL
CHANGE MANAGEMENT?
Icons from the Noun Project by verry poernomo, IronSV, and Adrien Coquet
Mindset Tools
Openness
Mindfulness
Empathy
Vision Statement
Personas
Empathy Maps
Scenarios
Stakeholder Radar
Lewin
Theory U
Kotter
Kübler-Ross
McKinsey 7S
Models
„
13
As designers, we already have a lot of what it takes
to manage change successfully.
We just need to do it.
Let‘s have
a drink!
m@martin-gude.com – martin.gude.me – Berlin

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And that's about to change! (Service Design Drinks Berlin May 2024)

  • 1. And that's about to change! m@martin-gude.com – martin.gude.me – Berlin
  • 2. 2 MARTIN GUDE Strategic Catalyst for Digital Products Clients that I worked with
  • 5. „ 5 But change is not like a pizza that you order. AUTHOR UNKNOWN
  • 6. AND WHAT IS CHANGE MANAGEMENT?
  • 7. „ 7 Change management refers to the implementation of selected measures [and tools] to radically change departments or the entire organisation and move it towards a defined target state. PERSONIO
  • 9. „ 9 Innovation is about designing customers, not just new products, new services, and new user experiences. MICHAEL SCHRAGE (2012) IN “WHO DO YOU WANT YOUR CUSTOMERS TO BECOME?”
  • 10. 10 WHY DO WE NEED CHANGE MANAGEMENT IN DESIGN? Change management supports organisations in preparing for upcoming changes Designing products creates changes, even for people not using the product It helps with planning even the most extensive changes within an organisation Icons from the Noun Project by Arif Hariyanto, Good Father, and Wilson Joseph
  • 11. 11 3 STAGES OF CHANGE CHANGE UNFREEZE REFREEZE cf. Kurt Lewin, 1947: Frontiers in group dynamics. Concept, method and reality in social science. Social equilibria and social change. Demonstrate the need for Change Demonstrate the benefits of Change Reinforce the behaviour This is where we design our products
  • 12. 12 WHAT DO WE NEED FOR SUCCESSFUL CHANGE MANAGEMENT? Icons from the Noun Project by verry poernomo, IronSV, and Adrien Coquet Mindset Tools Openness Mindfulness Empathy Vision Statement Personas Empathy Maps Scenarios Stakeholder Radar Lewin Theory U Kotter Kübler-Ross McKinsey 7S Models
  • 13. „ 13 As designers, we already have a lot of what it takes to manage change successfully. We just need to do it.
  • 14. Let‘s have a drink! m@martin-gude.com – martin.gude.me – Berlin