Today, is undeniable, that the business world thinks that design is a valuable asset; companies are trying to bring in-house this discipline, and business schools have turned their attention to it in an attempt to refresh its own discipline. Despite the positive momentum, why is design still struggling inside the vast majority of organizations? Why is design vastly misunderstood among business people and sometimes among designers too? More importantly, why is design, with the exclusion of few companies, still far from being organically part of any organization’s DNA? A complex set of factors are involved in this dynamic, but the key ones are deriving from the unclear notion of culture, the misinterpretation of the practice and benefits of design, and the misunderstanding of its core essence and objective. Woefully, this scenario is undermining the growth of many designers and ultimately the adoption of design as a powerful business tool. In this lecture, we will analyze and decompose design as a discipline and a mindset, and we will illustrate how to adopt it, nurture it, and scale it across an entire organization.

1. Andrea Picchi
Sony Design
www.andreapicchi.it
@andreapicchi
Beyond
design thinking
the 3 dimensions of a
design-driven company
Sony Design

2. www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

3. www.andreapicchi.it - @andreapicchi
My goal
plant a seed in your mind
• Offering you a mature perspective on your role as a designer.
• Helping you to understand your current organization.
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

4. www.andreapicchi.it - @andreapicchi
Extract
Commodities
Make
Goods
Deliver
Services
Stage
Experience
Relevant
NEEDS
Irrelevant
Differentiated
COMPETITIVENESS
Undifferentiated
PRICING PremiumMarket
Economic value
evolved
Source: Pine & Gilmore, The Experience EconomyBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

5. 3 ways of thinking
Sony Design
www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

6. Engineering thinking
solves its way forward
www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

7. Business thinking
optimize its way forward
www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

8. Design thinking
build its way forward
www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

9. www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchi
Design
is the best “tool” to solve meaningful problems
WICKED
WICKED WICKED
TAME
TAME
WICKED
TAME
WICKED
TAME
TAME
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

10. The essence of design
Sony Design
www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

11. Design
is a human-centered mindset
www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

12. www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchi
Design
is the practice of generating value through problem-solving
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

13. Scaling design
across the organization
DESIGNER NOT-DESIGNER
NOT-DESIGNERNOT-DESIGNER
www.andreapicchi.it - @andreapicchi
. . . . .. .
EXPERIENCE FRONT-END BACK-END SYSTEM
HUMAN-CENTERED MINDSET
DESIGN SPECIFIC ACTIVITY
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

14. The knowledge funnel
achieving insights
www.andreapicchi.it - @andreapicchiSource: Roger Martins, The Design of Business
MYSTERY
WICKED PROBLEM
HEURISTIC
DESIGN HYPOTHESIS
ALGORITHM
DESIGN SOLUTION
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

15. The knowledge funnel
achieving insights
www.andreapicchi.it - @andreapicchi
MYSTERY
WICKED PROBLEM
HEURISTIC
DESIGN HYPOTHESIS
ALGORITHM
DESIGN SOLUTION
Source: Roger Martins, The Design of BusinessBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

16. www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchi
The knowledge funnel
achieving insights
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

17. www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchi
Design thinking
is more than just “thinking”
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

18. www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchi
3 dimensions
of design
DESIGN ENVIRONMENT
DESIGN
DOING
DESIGN
THINKING
Design-Driven Culture
C=f(P/E)
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

19. www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchi
Deep and holistic human understanding
Visualization of new possibilities
Creation of a new activity system
3 components
of design
DESIGN
DOING
DESIGN
THINKING
DESIGN
ENVIRON.
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

20. DESIGN THINKING
DESIGN DOING
DESIGN ENVIRONMENT
Scaling design
across the organization
DESIGNER NOT-DESIGNER
NOT-DESIGNERNOT-DESIGNER
www.andreapicchi.it - @andreapicchi
. . . . .. .
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

21. Road to design-driven
Sony Design
www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

22. Do we have a senior user advocate?
Who is our most senior designer?
Scaling design
question 1
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23. Are we calling it design thinking?
Scaling design
question 2
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DESIGN THINKING … I DON’T NEED IT
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

24. Do we have a training program for non-designers?
Scaling design
question 3
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WTF IS DESIGN THINKING?!?
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

25. WHERE AM I SUPPOSED TO DO IT?!?
Do we have a physical space that supports the
design practice?
Scaling design
question 4
www.andreapicchi.it - @andreapicchiBeyond Design Thinking: The 3 Dimensions of a Design-Driven Company

26. Do we have a team structure and a process that
supports the design practice?
Scaling design
question 5
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HOW AM I SUPPOSED TO DO IT?!?
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

27. Did we align the different department priorities
under a shared vision?
Scaling design
question 6
www.andreapicchi.it - @andreapicchi
I DON’T KNOWWHY WE DESIGN IT?
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

28. Are we rewarding the group or the individuals?
Scaling design
question 7
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29. Are we rewarding for delivery or the quality of the
experience?
Scaling design
question 8
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IT’S CRAP!
DELIVERY
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

30. Are we speaking the business language outside
the design team?
Scaling design
question 9
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LESS IS MORE… WHAT?!?
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

31. www.andreapicchi.it - @andreapicchiwww.andreapicchi.it - @andreapicchi
Are we talking about or demonstrating the value
of design?
Scaling design
question 10
WE HAD A GREAT IDEA … I DON’T GET IT
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

32. Summary
www.andreapicchi.it - @andreapicchi
We operate in the Experience Economy era.
We have 3 categories of thinking: Engineering, Business, and Design.
Design is a human-centered mindset that can be adopted by anyone in the company.
Design is the practice of generating value through problem-solving.
Design has 3 dimensions: Thinking, Doing, and Environment.
You can understand your company’s culture asking 10 questions.
Andrea Picchi
Sony Design
www.andreapicchi.it
@andreapicchi
Beyond Design Thinking: The 3 Dimensions of a Design-Driven Company

33. Andrea Picchi
Sony Design
www.andreapicchi.it
@andreapicchi
Sony Design
Beyond
design thinking
the 3 dimensions of
design