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Marion Fröhlich, SAP UXSTRAT EUROPE 2018
@marionfrohlich
A snapshot on organisational structures for design
© 2018 Marion Fröhlich. All rights reserved. .
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Hello.
!2© 2018 SAP SE or an SAP affiliate company. All rights reserved.
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !3
Continuously adapt structures to the context of your business
Use matrix structures to actualise the full potential of design
Org design has to become a key design management activity
Org design has to become a key design management activity
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !4
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !5!5© 2018 SAP SE or an SAP affiliate company. All rights reserved.
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !6
“Design isn’t just about beauty; it’s about market relevance and meaningful results.” John Maeda, Tech Report 2016
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !7
Hiring!
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INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ !9
“(a) most people […] have never worked with a truly effective design team […]
(b) most designers haven’t been part of fully actualised teams…” Merholz & Skinner 2016
!9© 2018 SAP SE or an SAP affiliate company. All rights reserved.
© 2018 SAP SE or an SAP affiliate company. All rights reserved.
It is the job of today’s design managers to define structures that realise the full potential of design
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INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ !11
Potentials and limits of embedding design in digital service companies. Marion Fröhlich, Berlin School of Economics and Law, 2017
!11© 2018 SAP SE or an SAP affiliate company. All rights reserved.
Use matrix structures to fully actualise Design
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !12
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !13
Interviewed Design Leaders with in-house teams >20 designers
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© 2018 SAP SE or an SAP affiliate company. All rights reserved. !14
Design maturity
Strategic
Integrative
Operative
Customer
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Basic org models for Design
External Centralised Decentralised Matrix
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CPO
P
P
P
HD
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Basic structures for Design Matrix
D
D
D
HD = Head of Design, D = Designer, P = Product Manager, CPO = Chief Product Officer
I
© 2018 SAP SE or an SAP affiliate company. All rights reserved.
Basic structures for Design Matrix
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HD = Head of Design, D = Designer, P = Product Manager, CPO = Chief Product Officer
HD
P
P
P
CPO
D
D
D
II
Continuously adapt structures to the context of your business
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !18
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !19© 2018 SAP SE or an SAP affiliate company. All rights reserved.
HD = Head of Design, D = Designer, P = Product Manager, CPO = Chief Product Officer, BU = Business Unit
Sample structures
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Few designers Pool of designers Team with Design Manager Integrated structureExternal design
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Adapt structures to the context of your business
life span
peopletechnology
environment
organisational structures
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !22
Adapt structures to the context of your people
© 2018 SAP SE or an SAP affiliate company. All rights reserved. !23
Continuously adapt structures to the context of your business
Use matrix structures to actualise the full potential of design
Org design has to become a key design management activity
Summary
Thank you.
Marion Fröhlich Director Design & UX, SAP Innovation Center Network
@marionfroehlich
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