Page 198 - The Design Thinking Playbook

KEY LEARNINGS

Transform organizations

• Create an organizational structure without silos—this is the only way to disseminate design
thinking transversally in the company.
• Establish a mindset that is focused on designing experiences (e.g., positive experiences across
the entire customer experience chain) or “Wow!” effects when dealing with the product.
• Put the customer and his needs at the center of any activity. He is the reason the company exists.
• Consider customer centricity and design thinking as active, complementary aspects of change
management. Live the “change by design” thought.
• Measure customer centricity (e.g., by way of an index) and improve it step by step.
• The transformation into a new mindset encompasses all levels: management, structure, and
implementation.
• Raise the awareness of company management for a new mindset. Create commitment to and
confidence in the new way of working throughout the organization.

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