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WE MAKE THEM TALK ABOUT YOU
Starting up. Change by design in Estonia - the Design Bulldozer
thebrandmanual.com
E-stonia “You can’t talk about
digital excellence without mentioning Estonia… In 2000, its government
deemed internet access a basic human right and free Wi-Fi become the
norm throughout the land.”
thebrandmanual.com
The Design Bulldozer aimed to get companies to start seeing design as a means to an end, instead of something alien.
thebrandmanual.com
Companies didn’t know what to expect. But, they all expected quick results.
thebrandmanual.com
Designers were expected to design something. Not do root-cause analysis.
thebrandmanual.com
The problem with designers is that they don’t ask “what”. They ask “why” and start digging in places that they weren’t supposed to look.
thebrandmanual.com
“You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and then try to figure out where you’re going to sell it.”
thebrandmanual.com
Once the process started making sense, it took more time and effort than anyone had planned for.
thebrandmanual.com
Often, participants had presumptions about what would should happen next. !
People understood things differently.
It’s all a bit fuzzy…
thebrandmanual.com Source: Squiggle by Damien Newman
thebrandmanual.com
The biggest challenge for business in using strategic design lies in the fact, that the result is not predictable. !
It can’t be put in an Excel table.
thebrandmanual.comSource: Bain Customer-Led Growth diagnostic questionnaire;
Satmetrix Net Promoter database
Companies that believe they deliver a superior value proposition
Companies whose customers agree
80% 8%
}Delivery gap
thebrandmanual.com
The result will make sense. The process of getting there may not. The first time around, it takes courage. !
On both sides.
design we went to get a logo, we got a new company
Katariina Täht Chief Marketing Officer
(for now)
every 4th beer in the world is brewed with
our software
internal team"everyone at Proekspert
external team"client representatives, agencies, consultants
success happens when opportunity meets preparation!
what did we do?
what we achieved?
what did we change?
Board of directors
Telecom Department
Manager"
Team AProject manager
Team BProject manager
Team CProject manager
BanksDepartment
Manager"
Team AProject manager
Team BProject manager
Team CProject manager
IA Department Manager"
Team AProject manager
Team BProject manager
Team CProject manager
BI Department Manager"
Team AProject manager
Team BProject manager
Team CProject manager
"
"
boss-less"
company"
""
"
and most importantly "a new way of thinking
perfection in working for clients
perfection in the way we work
we’ve learned what it really means
success comes when opportunity"meets preparation, remember?
how did design help?
find and see the
problemsexplain the
need
visualise the result
could we have done "it without design?"
probably YES!""
will we use design in the future?"
YES!
2013"
7,32014"
8
NPS
our customers are happy
2013"
7,52014"
8,5
happy with comms
2013"
7,32014"
8,5
usefulness
44%
and yes, we will also have the visual upgrade, but it isn’t that important, is it?
thank you!
Katariina Täht Chief Marketing Officer
(for now)
