Page 265 - The Design Thinking Playbook

EXPERT TIP
Continuous exchange of ideas
between the design teams

Innovation projects and problem-solving projects are used in different areas of the company. This obviously means that the time horizon and
the definition of the future are also different for the individual design teams. In agile companies that are heavily based on technology, the time
horizon for new services and products is usually no longer than one year. In the area of product groups, the cycles last between 12 and 24
months, depending on the industry focus. For weighty decisions regarding platforms with large investments, the standard is a time horizon of up
to five years, not least due to the payback period. Strategic foresight as a design element has a perspective of five to 10 years. In addition to the
desired market role, the question as to which business models will bring the revenue in the future is reflected upon. Furthermore, assessments
are made as to how mega-trends affect the company and its portfolio. We have found that the continuous exchange of ideas transversally
between the teams is a factor of success if we ultimately want to be innovative in a targeted way—always being aware, of course, of the time
period the design team has in mind. In the terminology of a modern organization, the chapters make such a transversal exchange possible. In
addition, the respective departments and business units, or squads and tribes, need the planning insights of an overriding strategy, so they can
put their mission in the right context. Networking outwardly is a crucial factor of success.

Think in business ecosystems
Networking with the
outside

In-house company Head Business Units Co-Creation Manager Digital Technology Manager Start-Up Manager
network Chief Marketing Officer Enterprise Architect CEO Chief Operating Officer
Account Manager Chief Innovation Officer Chief Operating Officer
Portfolio Manager Design Coordinator Trend Scouts
Project Manager Designer Web Strategist Content Specialist Chief Strategist
Developer SEO Specialist Product Manager Partner Manager

Design thinking teams Mixed design thinking teams with responsible people from Design thinking teams from
in the departments the departments and group functions group functions

Focus Product & service design Brand & product group design Product life cycle design Strategic foresight design
Time horizon < 12 months 12–24 months 2–5 years 5–10 years
Manifestation • Develop new products and • Do the planning for specific • Develop models for life cycle • Develop new business
services product groups management and budget concepts and models
• Are responsible, in terms • Draw up new products, allocation • Describe the technology
of their mission, for services • Prepare decisions in the road map
competitors and market con- • Explore trends in terms case of large platform • Examine the relevant trends
ditions for new and existing of packaging, colors, and decisions for company divisions
264 products and services shapes • Explore new technological • Identify mega-trends and
build scenarios
conditions