Dear (none)Designer,
Welcome back to the fourth Design at Scale™ Newsletter – focusing on innovation and how design drives change within large organisations.
Some companies are better than others at driving innovation internally, and some utilise external resources to elevate internal teams and visualise the future of a particular company, product, or service.
Samsung Europe has always been a centre of innovation and a pioneer in exploring new possibilities across products. That is why they always invite small yet innovative teams that shape the company's future through interactive, real-scenario prototypes. Reflecting on the use case, context and confluence of an ambition that goes beyond the product or service to deliver a real touch of the technology in the hands of satisfied customers.
I have had the privilege to work directly with some of the most talented creatives who shape the future of design in the hands of customers. The companies and studios make the portfolios and pitch for new clients. The processes and innovative changes that impact millions are forgotten in the dust of a past project.
Seeing so many designers over the last decade join most creative outfits of the Western hemisphere without asking what delivers customer value. And how might we all shape the industry and the future of our own – "design" kind?
Samsung's team was specific in many ways. Young, talented, ambitious, courageous – of course. The difference was noticeable: we were all makers – no bosses, no project managers, no real deadlines. In a relatively short period (3 weeks), we have sketched out the core proposition. Hire the film crew, create replicas of all products and visualise the UI in a +5-year scenario where Samsung will be. It was 2008, and everyone was waiting to be mesmerised by the iPhone and App Store, and we were visualising a "Minority Report"- like UI in a live scenario in London. In less than 3 months, we have a 5-minute vision that communicates the direction for the Samsung CE division.
Small batches of work have been handed over to the film crew as prototypes. While we, the designers, begin polishing the motion graphics on screens, tablets, and tablets, crystallising our focus on what will and what will not make the screen. The script was rewritten daily as the capabilities of all members began to shape the story of a customer leveraging the power of the Samsung ecosystem. From booking tickets, cooking, taking care of the family, working, travelling, and enjoying the Game at Chelsea.
Actual design at scale scenario – what competitive agencies took 6 months, we have delivered in 10 weeks. Proving that focus means more than planning, where transparency empowers individuals instead of overwhelming them and where self-governed, agile teams outperform big, over-managed teams.
That's all for this edition! I hope these insights were valuable and sparked new ideas for scaling your design propositions. Remember, the journey from concept to widespread impact is a shared one, and your experiences are invaluable. Keep experimenting, keep learning, and stay tuned for our next newsletter, featuring more strategies and success stories from our incredible community.
