A practical look on design change management and the digitalization process in general.
Juho Paasonen, Head of Design, SC5
ICTexpo 15 fair, Helsinki, Finland, 24th of April, 2015
5. Now if there's one thing you can
be sure of, it's that nothing is more
powerful than a young boy's wish.
Except an Apache helicopter. An Apache
helicopter has machine guns AND missiles.
7. CHANGE MANAGEMENT
In this context
When I say: ”Change management”, I’m referring to the
traditional CM practice, where organizations struggle to
contain a change, often stemming from managerial fear
caused by a disruption in the market space.
8. ”Design change management”, for me, refers to the
specific plans and conscious effort to completely
overhaul a feature-driven organization to embrace
human-centered thinking.
DESIGN CHANGE MANAGEMENT
In this context
9. ”Change management” as such has already deprecated
from our daily terminology, as management, by nature,
is all about embracing constant change.
Here’s the funny part: the better you are with design
change management, the faster the term deprecates.
10. ”Design thinking”, for the sake of this presentation,
refers to any and all HCD principles, ways of
working, processes, and toolkits at your disposal to
flip your organization to be human-centric.
DESIGN THINKING
In this context
11. ”Customer Experience” refers to any and all
interfaces and service moments between your
customer and your brand.
CUSTOMER EXPERIENCE
In this context
12. USER EXPERIENCE
In this context
”User Experience” (unsurprisingly) refers to a
single user’s planned or perceived journey
within your specific product(s) or service(s).
13. ”Data-driven design”, for the sake of this presentation,
refers to all tools and processes you can (and should) use
to steer your product design and management through
analytics.
DATA-DRIVEN DESIGN
In this context
25. My favories for pitching my argument for HCD-related investments:
Finding new revenue streams with fresh insight
Cost reduction with sharpened focus
26. Get a mandate for yourself and hire a smart
cross-disciplinary team around you. If you notice
that you’re the smartest person in the room, you’re
doing something wrong.
28. DESIGN STRATEGY (ACCORDING TO ME, ANYWAY):
Design philosophy:
The holy principles of your organization’s design
Design roadmap:
Evolution vs. revolution
Design foresight:
What’s happening around you?
Design identity:
Digital branding
29. CONTINUOUS DEVELOPMENT
The Strategy & The Process
BUSINESS
MODELING
LIFECYCLE
MAPPING
SERVICE
CONCEPT
SERVICE
SEEDS
SERVICE
PROCESS
SCENARIOS,
PROTOTYPE
MVP / MLP
EVOLUTION
BUSINESS
CASES ANALYZE &
ITERATE
REVOLUTION
31. Make Lean UX your best friend.
(but do it right: always plan the concept
foundation first!)
32. Help the C-suite.
Convince the board of directors.
Get business VP’s on board.
Empower the product management.
Get the product/dev teams thinking with you
in the concepting workshops.
33. Test often, drag the decision-makers to observe.
Tie all test results and recommendations to
business-level KPIs.
37. The HEART Framework is a great starting
point for planning your UX-level metrics.
http://www.dtelepathy.com/ux-metrics/
38. Always build bridges between your analytics goals
and the business-level KPIs, and base both your
evolutionary and revolutionary timelines on the
data collected with their help.
46. MY TWO CENTS
Almost done!
Business + Design + Technology
Without will, there can’t be people.
Without people, there can’t be s strategy.
Without a strategy, there can’t be a process.
Without a process, there can’t be a change.
Without data, the change is futile.
Get everybody (and I do mean EVERYBODY) on board.
Challenge bravely, listen humbly. Use data.