Page 194 - The Design Thinking Playbook

HOW MIGHT WE...

enshrine design thinking
in the organization?

For organizations that have not yet gathered experience in design We recommend paying attention to the following elements:
thinking, it can help to examine its excellence (its fitness!) in detail
before beginning. If we develop design thinking exclusively at the Company management
initiative of one single area, it won’t have any lasting effect. From our The company management should place customer centricity as a crucial, strategic theme in the organiza-
experience, it is promising to establish the basis for effective design tion and communicate it to all employees. Coupled with a clear vision, it thus empowers all employees to
thinking through a company-wide network of users and supporters. direct themselves fully toward the customer and the ecosystem. For the employees to be able to work inde-
This way, design thinking can be disseminated transversally. The buy- pendently and in a customer-centric way, management creates a basis of trust. From this basic attitude, a
in of the decision makers stays as an imperative, though. Manage- mindset can evolve that gears the strategy toward the attainment of the common goal: to be of service to
ment must invest in the development of the capabilities of the entire the customer/ecosystem.
organization to create an integrated organization.
The organizational structure and organizational culture
What do we need in order to implement an integrated ap- The organization needs a correspondingly open structure and culture, which are characterized by collabora-
proach in a company? tion. An atmosphere is created in which commitment and a focus on the customer/ecosystem can be lived
and experienced. Such an organization facilitates networking and simultaneously a high level of autonomy
The ideal is that all employees see themselves as entrepreneurs and for all involved. A culture emerges in which collaboration is radical and fast.
act accordingly. Because an integrated and customer-centric company
is characterized by the fact that, alongside the company management, Holistic implementation of the customer experience
the organizational structure and the implementation processes are Customer centricity raises the awareness within the organization for a holistic implementation of the
oriented toward the customers/ecosystem. All employees act on their customer experience. To ensure the competitive edge and as a response to changing customer needs, it
own responsibility, and the work is meaningful to all involved. is pivotal that the whole organization act flexibly—that customer knowledge be quickly and iteratively
integrated with improved customer experience chains, and that these experiences be shared with potential
partners in the ecosystem.

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