Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit
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Corporate Culture and Design Culture — Using the Design Culture Map as tool for a suitable design strategy Service Design Drinks Hamburg, 12th April 2016
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Transcript of Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit
Corporate Culture and Design Culture — Using the Design Culture Map as tool for a suitable design strategyService Design Drinks
Hamburg, 12th April 2016
The corporate culture is like the company’s personality. This cultural style expresses the behavior, attitudes, rituals and work processes that characterise the company’s way of doing things.
About Corporate Culture:
Corporate Culture CircleElements of a corporate culture
RÄUMLICHKEITEN & GESTALTUNG
VERHALTEN & MITEINANDER
RÄUMLICHKEITEN & GESTALTUNG
VERHALTEN & MITEINANDER WORKPLACE &
DESIGN BEHAVIOUR &
TEAMWORK
STRUCTURES & PROCESSES
RITUALS & SPECIFICS
VALUES
[Inspired by 7 s Framework]
Culture influences the look & feel of your workplace — e.g. a creative open space office
WORKPLACE & DESIGN
Culture influences the social interactions between colleagues — e.g. a start up team on a team retreat
BEHAVIOUR & TEAMWORK
[Photo: Flickr user Kris Krüg]
Culture influences specific company rituals — e.g. table football during lunch break
RITUALS & SPECIFICS
Culture influences structures & processes — e.g. an agile planning board
STRUCTURES & PROCESSES
Structures, processes, workplace design , behaviours and rituals are dependent on the company’s value system. Values are the drivers of the company culture.
Value Systems as Key Drivers:
Values as Drivers of the Company CultureDifferent value systems form different cultural styles
The opportunity and idea-driven company — a creative and open-minded innovation culture
EXAMPLE: GOOGLE INNOVATION CULTURE
[Photo: Flickr user Marcin Wichary]
The collaborative company — collaborative structures and flexible interconnectedness
[Photo: Flickr user Jeff Terrell]
EXAMPLE: ZAPPOS COLLABORATION CULTURE
The purpose-driven company — Purpose and sustainability as most important company mission
EXAMPLE:TOMS ONE FOR ONE MISSION
[Photo: Flickr user Kate Ter Haa]
The best way to create a sustainable change in your company (e.g. to establish a design culture) is to base the strategy on the company’s cultural style.
Company Culture and Change:
“Culture eats strategy for breakfast”, Peter Drucker
[Photo: Flickr user Jeff McNeill]
The Design Culture Map is an useful tool to assess your company’s (or team) cultural style before defining a suitable design strategy. The Design Culture Map differentiates between four design culture styles based on prevailing value systems.
About the Design Culture Map:
Design Culture Map 4 different cultural styles following different value systems
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
The strong Community
The controlled Analysts
The fast Experimenters
The knowledgeable Experts
[Inspired by William Schneider]
Design Culture Map: The strong Community The team decides everything together, good teamwork is important
The strong Community
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
Design Culture Map: The strong Community The team decides everything together, good teamwork is important
The strong Community
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
incremental
user-focused
team-based
trusting
democratic
The controlled Analysts
Design Culture Map: The controlled Analysts Facts over opinions, decisions and the future are calculated
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
The controlled Analysts
Design Culture Map: The controlled Analysts Facts over opinions, decisions and the future are calculated
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
authoritarian
rigid
conservative
facts-oriented
cautious
Design Culture Map: The fast Experimenters Creative and fast growth with experiments, shared learning important
The fast Experimenters
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
Design Culture Map: The fast Experimenters Creative and fast growth with experiments, shared learning important
The fast Experimenters
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
visionary
accountable
purpose-driven
experimental
transformative
Design Culture Map: The knowledgeable Experts Scientific approach, exzellent expert reputation is important
The knowledgeable Experts
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
Design Culture Map: The knowledgeable Experts Scientific approach, exzellent expert reputation is important
The knowledgeable Experts
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
expert-oriented
demanding
standard-setting
scientific
superior
The Design Culture Map is only a thought framework to help you assessing your company’s design culture style. It makes it easier for you to set up a proper design strategy with suitable design processes, methods and communication formats.
Assessing your Company Culture on the Design Culture Map:
Typical cultural styles in digital companies Collaborative and flexible team work in an agile context
Collaborative Individual
Opportunity-Oriented
Optimization-Oriented
The strong Community
The fast Experimenters
[Inspired by William Schneider]
There’s an optimal design strategy for every design culture style. It helps you to establish the role of user experience and design in your company.
The ideal Design Strategy:
Design Strategy: Collaborative Design Generate ideas, evaluate ideas and validate ideas with user feedback together with the team
THE STRONG COMMUNITY
Design Strategy: Design Analytics Build a facts-oriented base for design ideas and design decisions on business intelligence and web analytics data
THE CONTROLLED
ANALYSTS
Design Strategy: Test & Learn Build and support an environment of shared learning with easy to apply design tools & methods for everyone
DIE KONTROLLIERTEN
ANALYTIKER
THE FAST EXPERIMEN
TERS
Design Strategy: Expert Reviews Apply scientific and rigorous work approaches and methods like research papers and detailed reviews
THE KNOWLEDGE
ABLE EXPERTS
The Design Culture Map is a tool to reflect your current design approach in the light of your company culture. Use it to enhance your design method portfolio — not to replace it.
About good Designwork:
LET’S CREATE SOMETHING!www.ubercreative.me
