Changing Attitudes towards Design in SMEs by Linzi Ryan.

Changing Attitudes towards Design in SMEs

by Linzi Ryan

DESIGN



How can we change SME’s attitude towards Design?


157 Companies

Online Questionnaire

10 Companies

High & low scores

43 Companies

The Research


8 Rules for changing attitudes towards design.


Ensure high-level supportRule 1:

“There’s no point in a manager bringing you in

trying to change everything

if the people above him aren’t aware

& in agreement that things need to change.”


Create an awareness of dominant cultureRule 2:

“You compete with companies who can

manufacture products cheaper

so you need to look at ways of differentiating.”


Broaden & manage the Value PropositionRule 3:

“It becomes more than just providing a product.

We’re enabling our customers to do something.

We’re solving a problem. It’s a solution for something.”


Define a clear strategyRule 4:

“Be specific about what you’re trying to design

& what you’re trying to change.”


Establish & manage Customer RelationshipsRule 5:

“If you start talking about customer needs, and conclusions,

& you start talking to them about the opportunities,

rather than looking at what we make.”

“When you involve them in this they start to realise the impact they

have on the customer’s experience & the customers journey.

It grows awareness, ownership within the organisation.”


Manage Communication & Learning stylesRule 6:

“Often, if you want to really, really design a service properly,

it means listening a lot to what your customers are telling you,

what you’re front line staff are telling you.”

“Typically your bundle needs to be structured so that your customer

can clearly see where the value items are.”


Develop a “mistake” friendly mindsetRule 7:

“You make a mistake here, it is big money.

You are in serious trouble if you miss something.”


Define new approaches to Measuring SuccessRule 8:

“Sometimes it’s less tangible.

It’s around customer satisfaction.

It’s around the buzz.”

Rule 6: Manage communication & learning styles


Summary of Rules

Rule 1: Ensuring high level support

Rule 2: Create an awareness of dominant culture

Rule 5: Establish & manage Customer Relationships

Rule 8: Define new approaches to measuring success

Rule 4: Define a clear strategy

Rule 3: Broaden & manage the Value Proposition

Rule 7: Develop a ‘mistake’ friendly mindset

DESIGN


Thank you.Questions?

Changing Attitudes towards Design in SMEs by Linzi Ryan.

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