In a world where companies are racing to compete at unprecedented speed, tight orchestration of strategy and delivery are critical to their growth, resilience, and survival.
But even when business strategy is well defined, the need for speed compels many companies to continuously release software at the cost of quality design, resulting in compromised customer experiences. Design is often misunderstood, undervalued, deprioritized, or descoped under these circumstances.
Purpose-driven, disciplined design overcomes this problem when it’s the critical connector between strategic thinking and delivery “doing”: design that is human-first, data-driven, and value-focused; design that leads development; and, design that is not an afterthought when trying to ship software on time.
Principles
1.
Identifying customer value starts with people’s needs and wants, not business goals. Business purpose and technology enablement must follow these needs and wants in practice.
2.
Value is best discovered and articulated through the continuous practices of people-first product strategy, research and design.
3.
Even in engineering-led development and release cycles, building the right design always needs to come before building the design right.
4.
In the race to release software for customers, haste makes waste. Greater investment in people-centered design strategy and design craft can reduce or even prevent waste.
5.
Design builds confidence during strategy and creates clarity during delivery.
6.
Experiences can’t be designed. They are the result of a well-orchestrated choreography of people, processes, content, data, systems, and materials that create the context for valuable experiences when designed right.