Customer experience design is hot. Venture capitalists, entrepreneurs and even industry analysts recognize the business advantages of taking a “design approach” to building integrated, memorable, and favorable customer experiences. But despite its popularity, not enough firms know how to practice customer experience design with discipline. On the other hand, many designers face challenges and become frustrated by constraints, politics and changing requirements of their clients.
It’s perhaps no surprise – given the firm’s decades-long record of success – that another “Designer in suit” featured here belongs to the IDEO stable. Tom Kelley (brother of founder David Kelley) is IDEO’s general manager, and a firm proponent of the value of innovation in creating success.
If you wanted to instill “design thinking” into today’s organizations, integrating it into a design school curriculum might seem like a good start. But Richard Buchanan made a more astute choice, leaving a design school to teach at a management school, and ensuring that MBA students leave with a truly innovative perspective.
This is the second in a series of posts in which we introduce the thoughts and works of those that champion the value of design within the business world. Today’s post focuses on Tim Brown, of “innovation and design” firm IDEO.
In this series of posts, we’ll take a look at icons in the business world who lead the way in proclaiming the importance of design in creating business value. Today’s post focuses on Roger Martin, Dean of the Rotman School of Management for the last thirteen years.
“C”-level positions share duties at the helms of companies large and small (“Chief Executive Officer” and “Chief Financial Officer” are common), however in today’s service-led economy, a seemingly-obvious but rarely-found role exists in the same echelon: “Chief Experience Officer”.
Over the past several years, we have seen a rising emphasis on design, creativity and holistic thinking in business to help us deal with an increasingly volatile, unpredictable and complex world. Change is everywhere and design’s most fundamental tasks is to help people deal with change.