Playbook

Managing Design to Transform

A template for embedding and managing design in an enterprise: engaging leaders and key stakeholders, and managing a portfolio of outcomes. This section is currently under development, join our newsletter and LinkedIn group to stay informed when our Management tool is released!


Playbook


Enterprises of all forms and sizes are facing the challenge of integrating design as a competency into strategy, management and operational practices, to leverage its potential as a driver of change and creative transformation. Squeezing design into procedural and organizational structures bears the risk of stifling its creative powers.

Without such a deep integration however, design easily becomes a mere afterthought to product development and business planning, falling short of its promise to achieve impactful change. In order to unleash its transformative potential, we have to develop design as a transversal competency and culture, not another function or a silo.

It is as much about how we design as it is about what we apply it to: the best design process ultimately fails to deliver if design competency is relegated to short-term projects at low levels of enterprises. Rather than looking at the design of brands, products, experiences, architectures and systems individually, we have to see them as intertwined aspects of enterprise-wide investments, bridging strategic thinking and actual change.

The Enterprise Design Management playbook is a template for a custom, integrated design management system, designed to expand both enterprise reach and value impact. With a custom checklist based on the Enterprise Design Aspects as universal government tool, it establishes fundamental design principles across teams, organizational units and initiatives. Deployed as an enterprise standard, these principles are linked to a scorecard model of qualitative assessments and quantitative metrics, leading to a closed loop portfolio of investments in change and impact achieved.

Portfolio

An Enterprise Design portfolio is an executive tool combining an investment portfolio with a portfolio of cases delivered and benefits realized.

Opportunities

Enables design executives and leaders to engage stakeholders and clients, explore ideas and potential initiatives, and develop strategic options for investment.

Initiatives

Represents investments into innovation and transformation through initiatives, projects and programs.

Cases

Showcases impact through investment into design to engage potential sponsors and clients and build on what has been achieved.

Checklist

Delivery on transformation and innovation initiatives happens largely through programs and projects. A custom Enterprise Design checklist provides guidance to initiatives ensuring that key aspects and related questions are considered.

Principles

Universal statements and compliance rules designed to guide initiative leaders and teams, deployed as a set of questions and tools for self-assessment.

Metrics

A catalogue of potential success factors of applied design competency to be used as performance indicators to track progress in projects and programs.

Governance

A set of milestones to be integrated in the design process used in initiatives, ensuring alignment with the environment and maximizing the realization of benefits.

Scorecard

A tool to assess design capability and practice among programs and projects, organisational units and teams, designed to determine the current state and enable continuous development of Enterprise Design competency.

Stage 1: Design as Heroic Efforts

Stage1

Design competency is applied by individuals in a limited and disconnected way, focusing on operational/applied aspects with occasional short-term tactical or strategic considerations.

Stage 2: Design in Projects

Stage 2

Design competency is used in projects in an isolated fashion, with a focus on tactical outcomes directly link to the project objectives.

Stage 3: Design as a Function

Stage 3

Design competency is assigned to a dedicated organisational unit, linking different initiatives and their goals to achieve coherent outcomes.

Stage 4: Design as a Process

Stage 4

Design competency is distributed across the enterprise and promoted as a universally applicable process, linking outcomes to a shared vision that represents strategic objectives.

Stage 5: Design as a Culture

Stage 5

Design competency is used to drive strategic decision-making at each level, being a part of everyday attitudes and visible behaviours of leaders and key actors.