Azinno

Strategy

 

Design is a C-Suite priority for growth,
because good design and user experience drives shareholder value.

 

Design-centric organizations outperform the S&P 500 index by 211%!

 

Companies with Top-quartile McKinsey Design Index scores outperformed industry-benchmark growth by as much as two to one.

 Source:  McKinsey

Source: McKinsey

 
 

‘Easy-to-use’ doesn’t just happen,
it is by design, using a collaborative process.

 

  • Business case answers the “Why” question, why will this drive revenue.

  • Technology is “How” to build and engineer the solution.

  • User Experience answers “What” to design for customer satisfaction, ease-of-use, and delight.

 
 

 

Design Thinking can turn any business model into a delightful experiences customers desire, and a powerful brand. 


While at IBM, the design organization (under the leadership of Phil Gilbert) evolved design thinking to create a custom model that scales. This human-centered, scalable design model helps teams move fast. I use this model as a foundation and have added the concept of 2 users: humans and artificial intelligence.

Observe. Immerse the team in the real world to give us the opportunity to empathize with users experience, understand their context, uncover hidden needs, and hear their honest and unfettered feedback.

Reflect. Reflecting brings teams together to synchronize movements, synthesize what we’ve learned, and share our “aha” moments with each other. If the situation has changed, it’s also a time to rethink how we want to move forward.

Make. Making gives form to abstract ideas, giving us the chance to try out new ideas and see them take effect in the real world. The earlier we make prototypes and code, the faster we learn.  

design-thinking-model.png

Users. Focus on outcomes for users. Involve real users to be empathetic, and truly understand their underlying wants and needs.

Artificial Intelligence. Think about ways that AI can work with people to enhance human capabilities in ethical ways.