Rapid technological change and digital disruption have increased the pace of changing customer expectations so much they have become liquid – a rising tide of expectations drawn from your customer’s very best experiences across all industries.

Consumers now expect increased engagement, personalisation, contextual awareness and an experience crafted and considered from end to end. These changes are driving momentum behind design-led innovation.


There is an incredible opportunity for value creation for organisations that can transform their culture, identify and access the right skills to drive innovation and intra-preneurialism.

That opportunity is why more organisations are looking to the creation of a design-led culture and the application of design thinking to help them to stay competitive and be truly customer-centric.

The types of challenges businesses are facing often fall into two categories. Technical challenges may be complex but they are well-defined and follow well-understood processes, like building a website, deploying a new CRM or launching a new retail environment.

Adaptive challenges in contrast are complex by nature, the boundaries are ill defined, the solution unclear. Often these challenges require working across an ecosystem with multiple partners.

Old ways of thinking, acting and operating are no longer sufficient.  Consideration of regulation, new business models, alliances, culture, risk and uncertainty need to be taken into account.

Many of the strategic challenges facing business today are adaptive challenges and these require people from across an organisation to come together, bringing their unique perspectives and expertise to the problem space.

What is Service Design? from Yosef Shuman on Vimeo.

Read all at https://bluenotes.anz.com/posts/2016/05/how-to-create-a-design-led-culture-at-your-business/

Author: Bronwyn van der MerweAustralia’s Fjord Director, part of Accenture Interactive