Как повысить уровень дизайн-зрелости компании, Балтабек Бекенов CEO USABILITYLAB.KZ

Summary

This transcript discusses the critical importance of design in driving business success. It emphasizes the need for clear business goals aligned with a company's strategy and mission. The speaker outlines the stages of design maturity, from early-stage companies to those at the highest level of design competency. Through examples of successful companies, the script illustrates how design impacts both financial performance and efficiency. The key message is that design should not only solve problems but also become integral to a company's strategy, ultimately leading to more innovative, market-driven products and services.

Takeaways

• 😀 Clear business goals should stem from a company's business strategy, mission, and measurable outcomes to achieve success.
• 😀 The design process must be systematic and based on research, scientific methods, and objective evaluation.
• 😀 Design thinking involves divergent thinking, exploring multiple solutions, testing them, and refining them to create the best possible product.
• 😀 Companies that develop strong design competencies see greater profitability, faster market launches, and better resource efficiency.
• 😀 Companies in the early stages often focus too much on aesthetics, while companies at higher levels integrate design into business strategy.
• 😀 As companies mature, they move from ad-hoc design work to structured systems and processes that are standardized and data-driven.
• 😀 Transitioning to a higher level of design maturity requires engaging stakeholders, demonstrating quick wins, and building support through real examples.
• 😀 At higher levels, designers think like managers, making decisions based on data and business strategy, not just creativity.
• 😀 Design-driven companies are more agile and able to pivot quickly, testing hypotheses and iterating on products rapidly to reduce risks.
• 😀 At the highest levels, companies understand their responsibility for creating products that impact society, not just business outcomes.

Q & A

What is the main point of the script regarding the role of design in a company?

The script emphasizes that design is not just an aesthetic element but a key strategic driver in a company. It argues that design should align with business goals, improve processes, and be integrated into the overall business strategy to ensure measurable success.

What are the key components needed to align design with business goals?

The key components include having clear business goals derived from the company's mission, a structured process to achieve them, and continuous research and development. The design process should be objective and based on scientific methods.

What is the importance of design maturity models as discussed in the script?

The design maturity model helps assess a company's design competencies by evaluating various factors such as the number of designers, the tools and methodologies used, and the impact of design on business decisions. This model reveals the correlation between design maturity and business performance, including higher profits and faster product release cycles.

How do companies at different design maturity levels perform compared to each other?

Companies at higher design maturity levels (Level 5) perform significantly better than those at lower levels (Level 1). For example, Level 5 companies earn four times more, spend five times less on product releases, and release features six times faster than Level 1 companies.

What does 'thinking like a designer' mean in the context of business?

'Thinking like a designer' involves adopting a divergent thinking approach, where multiple solutions are explored, tested, and iterated upon to find the best fit. It’s about being open to multiple possibilities and constantly improving the product based on real-world feedback.

What does the transition from Level 1 to Level 2 in design maturity entail?

Transitioning from Level 1 to Level 2 requires shifting the mindset from ad-hoc design processes to a more structured approach. This includes involving stakeholders in design, improving communication between business and design teams, and demonstrating quick wins that showcase the value of design.

How do companies at Level 2 approach design differently from those at Level 1?

At Level 2, companies begin to implement more structured design processes, with greater collaboration between designers and business stakeholders. They move from reactive to proactive design work, aligning design strategies with business goals and consistently working to improve products.

What is the significance of involving business stakeholders in the design process?

Involving business stakeholders is crucial because it ensures that design is aligned with business objectives. Stakeholders help prioritize features, understand the business impact, and advocate for design’s role in achieving company goals.

What is meant by 'design driving business strategy' in companies at higher maturity levels?

At higher maturity levels, design becomes integral to business strategy. Companies at this stage use design as a tool to solve customer problems, drive innovation, and differentiate their products. Design is seen as a key driver of business success and is embedded in decision-making processes.

How does the script suggest companies can move from Level 3 to Level 4 in design maturity?

To move from Level 3 to Level 4, companies must focus on standardizing design processes, making them more systematic, and ensuring that design decisions are data-driven. They need to embrace experimentation, test hypotheses quickly, and iterate based on market feedback, transforming design into a more integral part of business operations.