Design Systems thinking, post 5

For this week we are looking more to business and how it’s helpful to have a design-driven culture where one focuses on understanding the customer and the empathy. To do so we read the article¬†Building a design-driven culture¬†written by Jennifer Kilian, Hugo Sarrazin and Hyo Yeon. The article talks about the importance of design-thinking and how it improves businesses. It also talks about how one needs to really understand the customers, how empathy within organization is important and affects the customer, the importance of designing in real time and importance of acting quickly.

The article also talks about how to really know the needs of the customer and why the product is important or makes a different is important. To understand why something works, and why people will buy or use one business over another. It is also important for the employer to think about the perspective of the customer and how the design-thinking should bring in multiple functions, such as legal, finance and marketing etc. There should be a consistency of experience throughout all the platforms, and every department should keep the customer experience in mind.

Looking back at jobs I have had, I can see this being true. Even just looking at the customer service industry, and how a barista works. The coffee is a product, but barista needs to understand what the customer wants in more than just coffee; Why does the customer need special milk? Is the customer allergic, or is it a matter of taste? With this one needs to be emphatic, and the question why matters. If it’s allergy, not caring can have consequences. After understanding this, one can really look on how the design can help and that what the employer does affects the customers. Are the different milks shown easily? Are the layout working as good as possible and so on.

To really have the customer in mind is therefore important in more than one way, and it can be done in multiple ways. The product will be more useful and more attractive to customers if it is design specifically for them, and their needs.


In this graph we can see how both design, business and analytics should come together with User experience and that it should be in the center. This goes back to looking at how all departments should keep the customer in mind within a business.

Kilian, Jennifer, Hugo Sarrazin, ad Hyo Yeon. “Building a Design-driven Culture.” McKinsey & Company, Sept. 2015. Web. 3 May 2017.
UX-business graph. Digital image. N.p., n.d. Web. 3 May 2017.