Designing for the Future... and the “Future” is NOW (Part 3)

In a study of more than 400 large enterprises, conducted by Capgemini and MIT for the book Leading Digital, authors George Westerman (MIT), Didier Bonnet (Capgemini), and Andrew McAfee (MIT) determined that business model innovation and digital transformation begins with designing compelling customer experiences from outside in.

The same user-centric, design principles that startups apply, can be incorporated into innovation in large enterprises. But, this approach must be envisioned together with the necessary platform capabilities required to deliver the experiences.

The main difference from a startup’s approach to design for large enterprises is leveraging existing customers, assets, and channels in their business model for innovative design. The researchers termed large enterprises that excelled at design ‘Digital Masters.’

The Digital Masters approach design and usability by honing the following:

  • Understand how to affect customer behavior by first identifying what they do and why, how they do it and where
  • Envision innovative ways to enhance experiences across channels
  • Increase usability and accessibility across channels to enhance reach and engagement
  • Incorporate customer data and analytics at the heart of superior experiences
  • Provide seamless digital and physical context into compelling integrated experiences
  • Excel at refactoring core operations for developing innovative platform capabilities to enable the superior customer experiences [...]


To read the whole post and interact, please visit the SogetiLabs blog: Designing for the Future... and the “Future” is NOW (Part 3)