Defining the role of design in an agile environment and aligning a company around a customer centered way of delivery

We created a product vision, design system and embedded ways of working that ensured Integrity were equipped to always focus on delivering high quality customer experiences.

The challenge

We were tasked with taking aligning multiple vendor teams, with mixed goals and intentions, to drive a design and delivery machine that aligned people around a common vision. Building with few constraints meant we needed to continually test hypotheses. We needed to find a way of working that perfectly balanced the goals of the business and provided a solution that delivered the best possible outcomes

The research

By testing different models, frameworks and cadences we learnt how to best integrate the design capability across the customer journey. Applying design stage gates in the right places helped to manage progression through the design and build funnel. We learned how to set up, manage and maintain flexible design and delivery systems.

The findings

Ensuring that the conversation was always focused on the customer, and what they are trying to achieve, meant that we could maintain and oftentimes restrain scope to deliver not only faster, but smarter. Applying design stage gates in the right places helped to manage progression through the design and build funnel. This gave us unparalleled insight in an agile environment into how to set up, manage and maintain flexible design and delivery systems.

The solution

We implemented a culture of lean, agile thinking focussed on delivering maximum customer value while balancing commercial needs.

We introduced terminology around experience and technical debt and drove rapid development of a brand new operating system.

Acting as product managers, we embedded the necessary design stage gates that ensured we were not blocking developers while maintaining the ‘integrity’ of the product and experience.

We helped to upskill the organisation and create a streamlined design-to-delivery funnel that provides control, traceability and flexibility.

Integrity
We defined the role of design and ensured a customer-centered way of working was woven into the fabric of Integrity from the very beginning.
Want to know more?
Speak with the project lead
Laurence Crew
Defining the role of design in an agile environment and aligning a company around a customer centered way of delivery

People & Culture Change

Making organisations fit for the future

Capabilities we used

Business Model Design
Capability Uplift
Customer Personas
Customer Strategy
Customer Segmentation
Customer Value Proposition (CVP) Design
Customer Value Proposition Testing
Customer-led Innovation
User Experience Design (UX)
Product Design
New Ways of Working

Duration

30

weeks

© 2019 The Customer Experience Company
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