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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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Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Apr 12, 2017

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Page 1: 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

Page 2: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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:

Page 3: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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]

Page 4: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Culture influences the look & feel of your workplace — e.g. a creative open space office

WORKPLACE & DESIGN

Page 5: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Culture influences the social interactions between colleagues — e.g. a start up team on a team retreat

BEHAVIOUR & TEAMWORK

[Photo: Flickr user Kris Krüg]

Page 6: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Culture influences specific company rituals — e.g. table football during lunch break

RITUALS & SPECIFICS

Page 7: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Culture influences structures & processes — e.g. an agile planning board

STRUCTURES & PROCESSES

Page 8: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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:

Page 9: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Values as Drivers of the Company CultureDifferent value systems form different cultural styles

Page 10: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

The opportunity and idea-driven company — a creative and open-minded innovation culture

EXAMPLE: GOOGLE INNOVATION CULTURE

[Photo: Flickr user Marcin Wichary]

Page 11: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

The collaborative company — collaborative structures and flexible interconnectedness

[Photo: Flickr user Jeff Terrell]

EXAMPLE: ZAPPOS COLLABORATION CULTURE

Page 12: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

The purpose-driven company — Purpose and sustainability as most important company mission

EXAMPLE:TOMS ONE FOR ONE MISSION

[Photo: Flickr user Kate Ter Haa]

Page 13: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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:

Page 14: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

“Culture eats strategy for breakfast”, Peter Drucker

[Photo: Flickr user Jeff McNeill]

Page 15: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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:

Page 16: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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]

Page 17: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Design Culture Map: The strong Community The team decides everything together, good teamwork is important

The strong Community

Collaborative Individual

Opportunity-Oriented

Optimization-Oriented

Page 18: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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

Page 19: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

The controlled Analysts

Design Culture Map: The controlled Analysts Facts over opinions, decisions and the future are calculated

Collaborative Individual

Opportunity-Oriented

Optimization-Oriented

Page 20: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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

Page 21: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Design Culture Map: The fast Experimenters Creative and fast growth with experiments, shared learning important

The fast Experimenters

Collaborative Individual

Opportunity-Oriented

Optimization-Oriented

Page 22: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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

Page 23: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Design Culture Map: The knowledgeable Experts Scientific approach, exzellent expert reputation is important

The knowledgeable Experts

Collaborative Individual

Opportunity-Oriented

Optimization-Oriented

Page 24: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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

Page 25: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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:

Page 26: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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]

Page 27: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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:

Page 28: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Design Strategy: Collaborative Design Generate ideas, evaluate ideas and validate ideas with user feedback together with the team

THE STRONG COMMUNITY

Page 29: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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

Page 30: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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

Page 31: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

Design Strategy: Expert Reviews Apply scientific and rigorous work approaches and methods like research papers and detailed reviews

THE KNOWLEDGE

ABLE EXPERTS

Page 32: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

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:

Page 33: Corporate Culture & Design Culture - Create a Design Strategy with Culture Fit

LET’S CREATE SOMETHING!www.ubercreative.me