Abstract
At a time when customers are better informed and have higher expectations than ever, design principles can be used as a tool for creating human-centred solutions, to provide the agility needed to quickly respond to change and for gaining a competitive edge. This study sets out to help companies across industries understand how they can reorient their organisational cultures and operating models to put the customers at the heart of the organisation.
A critical review of academic and professional literature explores the changing role of design in business and society, investigates how design appeared as a valuable strategic tool and analyses how successful organisational change happens. Using qualitative research, the study identifies key factors for integrating design as strategy and provides conclusions on good practice for embedding design principles in the organisational culture. The research findings are based on insights obtained from in-depth interviews with industry professionals selected for their lived experiences with the implementation and use of design as a strategic perspective. The study delivers a functional framework that outlines key factors and good practice for employees at all levels in making the shift toward design-driven business strategy.
© Nadine Ramsberg, 2018
Hyper Island — MA Digital Management
Industry Research Project
