Embedding Design Thinking at Sony to accomplish Business Strategy
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The adoption of design thinking has been widely debated inside the design and business community, but very few groups had approached the process with a human-centric approach that is able to consider both cognitive and social psychological requirements. This session addresses the issue of defining an empirical framework and a strategy, supported by psychology findings and corroborated by direct experiences, that is able to catalyze and measure the adoption of design thinking emphasizing the human and organizational implications that a change of this magnitude implies. We will also argue that promoting and supporting organizational change is an adaptive challenge that requires counter-intuitive timings in order to support both designers, and non-designers' minds through an inevitable state of disequilibrium.
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Embedding Design Thinking at Sony to accomplish Business Strategy
- 1. Andrea Picchi Sony Design www.andreapicchi.it @andreapicchi Embedding Design Thinking at Sony to Accomplish Business Strategy
- 2. What does it mean being a designer? how can this definition extend your world? www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy
- 3. Design is a human-centered mindset www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy
- 4. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Design is the practice of generating value through problem-solving
- 5. What does it mean being design-driven? how can we scale it across the organization? www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy
- 6. 3 dimensions of design DESIGN ENVIRONMENT DESIGN DOING DESIGN THINKING Design-Driven Culture C=f(P/E) C = Culture P = Persons E = Environment www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy
- 7. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Deep and holistic human understanding Visualization of new possibilities Creation of a new activity system 3 components of design DESIGN DOING DESIGN THINKING DESIGN ENVIRON.
- 8. DESIGN THINKING DESIGN DOING DESIGN ENVIRONMENT Scaling design across the organization DESIGNER NOT-DESIGNER NOT-DESIGNERNOT-DESIGNER www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy . . . . .. .
- 9. www.andreapicchi.it - @andreapicchiHow a Design-Driven Company can Multiply its Business Value www.andreapicchi.it - @andreapicchiHow a Design-Driven Company can Multiply its Business Value How do we put design at the center of the company? which strategy can we use to promote change across the organization?
- 10. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program
- 11. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Large scale change requires company-wise commitment TOP-DOWN BOTTOM-UP C-SUIT DEPARTMENT TEAM INDIVIDUAL
- 12. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Large scale change requires 4 operational layers SKILLS TOOLS RULES NORMS
- 13. Embedding Design Thinking at Sony to Achieve Business Strategy www.andreapicchi.it - @andreapicchi THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Strategy core elements FRAMEWORK RESPONSIBILITY PRACTICE NORMS RULES TOOLS SKILLS
- 14. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Change process not a linear process but a logically structured program PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE
- 15. Embedding Design Thinking at Sony to Achieve Business Strategy Appoint a design advocate to drive, protect and embodies the change www.andreapicchi.it - @andreapicchi “Quality of design is everyone’s responsibility” - Kazuo Hirai, CEO Sony Corporation
- 16. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Prepare the change define the why, what, how NORMS RULES TOOLS SKILLS THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT 1. Create a compelling story that exposes purpose and values. 2. Create a program and a roadmap for the change. 3. Make the change mandatory. QUALITY OF DESIGN IS EVERYONE’S RESPONSIBILITY WEEKLY ITERATION VALUES PURPOSE
- 17. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Prepare the change align vision, goals, and objectives THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT • Use OKR to align company, department, team, and individual objectives. • Don’t use OKR to evaluate performance! VISION ANNUAL GOAL QUARTERLY OBJECTIVE KEY RESULT 1 ANNUAL GOAL QUARTERLY OBJECTIVE QUARTERLY OBJECTIVE QUARTERLY OBJECTIVE KEY RESULT 1 KEY RESULT 1 KEY RESULT 1 KEY RESULT N KEY RESULT N KEY RESULT N KEY RESULT N NORMS RULES TOOLS SKILLS
- 18. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Prepare the change default to open THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Share everything with everyone, especially OKRs. C-SUIT DEPARTMENT TEAM INDIVIDUAL EMPLOYEE NORMS RULES TOOLS SKILLS
- 19. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Set the cognitive preconditions not a linear process but a logically structured program
- 20. Embedding Design Thinking at Sony to Achieve Business Strategy Cognitive preconditions reframe the roles www.andreapicchi.it - @andreapicchi “The limits of my language are the limits of my mind”. “All I know is what I have words for.” - Ludwig Wittgenstein
- 21. MOBILE DEVELOPER EXPERIENCE DEVELOPER PRODUCT OWNER EXPERIENCE PLANNER UX OR UI DESIGNER EXPERIENCE DESIGNER www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions reframe the roles . . . . . . NORMS RULES TOOLS SKILLS
- 22. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Cognitive preconditions teach the required skills AVERAGE RETENTION RATES 75% 95% 50% 30% 20% 10% 5% Reading Audio/Visual Demonstration Discussion Practice Teaching Lecturing How do we develop skills? Passive Teaching Methods Active Teaching Methods Source: National Training Laboratories
- 23. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Cognitive preconditions teach the required skills • Create a mandatory 1-day design bootcamp. • Create a certification program. • Select a pilot project. • Create an evangelist role. REFLECTING on the experience CONCEPTUALIZE the experience DOING a concrete experience TRYING the learned experience THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT NORMS RULES TOOLS SKILLS LEARNING PROCESS Source: Kolb, Argyris
- 24. www.andreapicchi.it - @andreapicchi Cognitive preconditions create a SWAT team Use the SWAT team to: • Solve problems outside the design team. • Build trust horizontally across the company. Embedding Design Thinking at Sony to Achieve Business Strategy SWAT TEAM MARKETING HR
- 25. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program
- 26. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions redefine the reward system Are you rewarding individual or collective behavior? COLLECTIVE NORMS RULES TOOLS SKILLS INDIVIDUAL
- 27. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy TEAM USER Are you rewarding delivery or positive feedback and learning? THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT RELEASE FEEDBACK Cognitive preconditions redefine the reward system NORMS RULES TOOLS SKILLS
- 28. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT Cognitive preconditions redefine the budget system Are you allocating budget per year or problem to solve? STAKEHOLDER(S) TEAM LEARNING & RESULT PROBLEM PURPOSE NORMS RULES TOOLS SKILLS
- 29. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Cognitive preconditions give decision-making autonomy to the team STAKEHOLDER(S) TEAM PROBLEM PURPOSE LEARNING & RESULT Are you signing-off every step of the process? THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT NORMS RULES TOOLS SKILLS
- 30. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Vertical thinking individual activity Horizontal thinking collective activity Social preconditions create a safe independent ecosystem for the team WHITEBOARD WALL WHITEBOARD WALL WHITEBOARDWALL BOOKSHELFSTORAGE DESKDESKDESKDESKDESK DESKDESKDESKDESKDESK WORKSPACE ROOM MONITOR DESIGN REQ WALL BUSINESSREQWALL TECHREQWALL HUDDLE ROOM LOUNGE ROOM TABLE DESIGN DOING DESIGN THINKING DESIGN THINKING THINKING DOING ENVIRON DEPARTM TEAM INDIVID C-SUIT NORMS RULES TOOLS SKILLS
- 31. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy PREPARE THE CHANGE COGNITIVE PRECONDITIONS SOCIAL PRECONDITIONS MEASURE THE CHANGE Change process not a linear process but a logically structured program
- 32. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Measure change quantify the adoption Design adoption can’t be measured as a single concept and manifest itself as a butterfly effect.
- 33. DEEP AND HOLISTIC HUMAN UNDERSTANDING VISUALIZATION OF NEW POSSIBILITIES CREATION OF A NEW ACTIVITY SYSTEM www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy Measure change quantify the adoption Move from “operational” to “behavioral” metrics. DESIGN THINKING DESIGN DOING DESIGN ENVIRONMENT employee engagement employee satisfaction employee motivation employee interruptions time spent “doing” number of prototypes per project number of prototype per feature number of concurrent prototypes prototype-insight rate time spent “thinking” days without user interaction number of users involved number of problems reframed number of hypothesis generated employee trained, coaches trained, human-centered projects
- 34. www.andreapicchi.it - @andreapicchiEmbedding Design Thinking at Sony to Achieve Business Strategy PREPARE COGNITIVE SOCIAL MEASURE Summary not a linear process but a logically structured program Expose purpose and values with a compelling story > Create a roadmap > Make it mandatory. Align vision, goals, and objectives with OKRs > Default knowledge to open. Reframe the roles > Teach the skills > Create a certification program. Create an evangelist role > Create a SWAT team. Reframe the reward system > Redefine the budget system > Give decision-making autonomy. Create a safe and independent environment for “thinking” and “doing”. Quantify the adoption with behavioral metrics. Model all the 3 dimensions of design: thinking, doing, and environment.
- 35. Andrea Picchi Sony Design www.andreapicchi.it @andreapicchi Embedding Design Thinking at Sony to Accomplish Business Strategy