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The Design Maturity Survey

@artefactgroup Rob@artefactgroup.com

Rob Girling, Artefact

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DESIGN, TECHNOLOGY, INNOVATION FOR PREFERABLE OUTCOMES

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The Golden Age of Design

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Designer startups Growing list of companies with designer founders, VC’s hiring designers.

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Is Design Thinking the new Total Quality Method

for Innovation?

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The Design Maturity Survey

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The Design Maturity Survey

The Definitions

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Design Formal methods for creative problem solving, planning, conception, and creation of new services and products.

Whilst ‘services and products’ may be too limiting for some organizations who design everything from systems to organizations its meant as shorthand for all design outputs.

Designer ! Anyone who does that.

Usually are people who don’t call themselves designers; Engineers, product planners, marketing, product management, researchers. This causes a lot of organizational confusion in the survey.

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Design Thinking A user centered process for problem solving. Design Thinking is a specific process of doing design activities. The Design thinking process itself can be quite easily adopted by many different disciplines. Success at design thinking implies being highly creative – so not all who do it, will be successful at it.

Professional Designers Creative people with specialization. Professional Designers are trained in a wide array of different specialty disciplines, but overall they are trained to be ‘creative’. They understand design thinking because at its core it’s a generalization of the creative process. However they may or may not be adept practitioners of design thinking, especially user centered design and evaluation techniques.

Creativity matters

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Empathy “5’s” The following organizations are examples of companies who would score amongst the highest in this category.

Mastery The maturity of the organization’s quality of execution in design thinking and crafting. Mastery aims to measure the level of competency of the designers and people practicing design within the organization with respect to execution of design thinking and design crafting. As great mastery requires cross-disciplinary integration, sooner or later organizations find it easier to reorganize around this process and apply design thinking inwardly to the organization.

Character The maturity of the organizational support for design, design thinking and integration of professional designers. Character refers to the maturity of the organization’s attitudes and actions in support of design. Character probes how much investment there is in general staff training, and hiring of professional design talent, the seniority of that talent, and if they are supported in the organization by being given adequate time and resources to achieve great things.

Performance The market’s response to the design output of the organization Performance measures actual market success of the products and services the organization produces, specifically focusing on financial performance improvements attributable to superior design. It also looks at how a organization is perceived in the market through customer reviews of its products and services.

Impact The maturity of the organization’s actions around its cultural, social and its environmental legacy through its design. Impact looks beyond financial performance, at the broader impacts of the output of the organization on society. The questions really just touch the surface of many complex topics around social responsibility and the designing for good outcomes. There is a specific focus on designing for the underserved, as well as questions that examine the environmental impacts of its products and services.

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When organizations fail to consider Impact….

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The Design Maturity Survey

The Results

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Results show: Overall maturity score

Strong categories, vs areas for growth

Range between high and low scores and difference in perception

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The Design Maturity Survey

The Insights

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Immediate Insights •  What are the areas we need to invest in?

•  How significant are the discrepancies in perception of how well integrated design is?

Deeper Analysis •  How effective are we over time in course

correcting to optimize the impact of design?

•  How are different teams within the organization assessing our design maturity (e.g. C-level vs managers, Engineering vs Marketing)?

Long-term Insights in Context •  How mature is my industry compared to

others?

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To take the survey visit:

http://dms.artefactgroup.com

For company specific link, email us at:

dms@artefactgroup.com

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About Artefact Artefact is an award-winning digital experience innovation company. We use human centered design to solve complex problems and create timeless experiences that help our partners have a positive impact on their customers, businesses and society.   Headquartered in Seattle, Artefact has a team of 50 designers, technologists and developers who share a passion for innovation and excellence. www.artefactgroup.com