People centred design is a key factor in helping businesses chart a course for the future.
Richard Eisermann has been busy extolling the virtues of people centred design (PCD) in various locations around the world. Last October, he was a featured speaker at “Design at Scale” the DMI Annual Conference held in New York. December saw him in New Delhi to speak at the “Design Innovation Summit”, as well as judge the first awards programme for the National Institute of Design, India. He was also interviewed for Shanghai TV in January as part of a multi-part transmission on the future of design and innovation in China.
In addition to thinking and speaking, Richard has been busy doing. Humin 2, the second edition of the design and innovation programme he developed for Belgium, kicked off in February and has brought 14 companies into the fold to develop their ability to use design as a strategic business tool. The answers to 5 essential questions that are asked of participating companies are developed in a series of bespoke workshops:
1. Where are you going?
2. How will you get there?
3. What will you tell the world?
4. How will you make it last?
5. What will have to change?
1. Where are you going?: Brand Strategy and Vision
This workshop helps organisations to frame their vision for where they want to be in 3, 5 and 8 years time and develop the brand strategy to make it happen. Participating companies are encouraged (and given the tools) to clarify their values and clearly articulate what they are promising, how they can deliver on that promise and why building their reputation is the key to continued success.
2. How will you get there?: Insight and Innovation
Innovation is a primary driver for growth and gaining insight into consumer behaviour is the key to innovation. There is no innovation without insight. This workshop teaches companies the key behavioural skills necessary to translate insight into innovation. Participants will work with the design process to develop the cognitive acumen necessary to bring innovation to life and deliver the products and services that customers love.
3. What will you tell the world?: Communications and Digital Media
Organisations must learn how to craft meaningful messages for their audiences and to develop the infrastructure necessary to deliver them. The power of digital media is unprecedented and employing the correct tools to deploy messages across platforms is critical. In this workshop, companies will learn what it takes to create websites that convert browsers into buyers, mobile phone apps that drive loyalty and social media strategies that build community. By looking at all of the touchpoints across the end-to-end customer journey and developing a coordinated execution plan, messages will be mutually reinforcing, working to build brand muscle.
4. How will you make it last?: Longevity and Sustainability
Participants in this workshop learn what it means to look at the long term picture: how is the company addressing the triple bottom line of economic, social and environmental sustainability; how can the company earn more with less; how can equitable working environments be provided for employees; how can damage to the environment be minimised; how can the organisation give back to its community; where are the gaps in knowledge and how can the company fill them? Care for the environment is only one aspect of sustainability. The organisation will learn how to create a long-lived company that embraces sustainable practices as key to future growth.
5. What will have to change?: Organisational Development
The biggest challenge to creating competitive advantage is to embed the ability to adapt and change within the organisation. This workshop works with management teams to ensure that the changes necessary to sustain the vision are co-created with employees, instilling a natural appetite for change and enabling the organisation to build a culture of innovation within every activity. From fostering a sense of individual well-being, to identifying the various archetypes present in organisations and how they work together, companies learn the ingredients necessary for building high performing teams.
In March, these 5 workshops were delivered in an intense 3 day boot camp for Humin 2 companies. The kick-off to the programme was an all day people centred innovation workshop, which saw participating companies develop the skills necessary to be truly customer centric. Local design coaches will now take the programme forward, offering design guidance and innovation advice as the companies put the lessons to the test over the next two years.