Designing Business Value：How Design Should Work in Your Organization

Even today, there is no clear consensus on what design is in business. A generation of business leaders introduced to design thinking in business schools still struggle with how to integrate its principles into their operating model, and further struggle with design colleagues whom they often value more for their skills at making than thinking. The design function in most businesses has evolved from a 'center of excellence' model to being distributed across business units and product teams. And while that has created more efficiency, it hasn't produced game changing innovation, or accelerated growth, begging the question- now what?

The answer is surprisingly simple. Every business has a business plan, and every business plan requires a growth strategy. So any function within an organization should have a strategy purpose built to support the growth strategy. Design is no different from HR, IT or any other function. There should be crystal clarity on how design as a process, verb and collection of job descriptions deliver business value.

In this talk, the Chief Design Officer at frog will discuss how to develop a growth-driven design strategy that seamlessly integrates within the operating model of the organization. He will address how to best apply design thinking, the type of designers businesses should look for, and how to make clear connections between customer and business needs.

1、Learn to master developing a growth-driven design strategy
2、Mastering to better connect customers and businesses with design thinking