Your organization clearly recognizes the value of design to the quality of the user experience and customer satisfaction. You conduct both generative and evaluative research consistently and sufficiently to ensure you are building out features your customers want in a way that is easy for them to use. Everyone sees the value of an experimental approach in this domain, but applying design thinking methodologies in other contexts could be making a much larger impact.
Here’s what you’re doing well:
Your team has likely figured out how to implement a multi-track approach that allows for longer research and design cycles to determine the best approach to new features while still supporting the developers in each and every sprint with detailed design direction. Your design process is repeatable, scalable, and integrated.
Here’s what you can still improve:
Although user experience and customer satisfaction have benefitted greatly from the investment in design, there are opportunities for design thinking methodologies to positively impact your business at more strategic levels.
In order to become design-driven at every level, members of the senior team need to be involved directly in the process. You may have a champion for design on your senior team, but leaders change. It’s important that the leadership team as a whole understands directly the value of a continued investment in research and design.