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For Customer Experience Professionals

Executive Q&A: How To Build A Design Program

Five B2B Execs Highlight Best Practices

October 22, 2015

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Why Read This Report

Design has been a hot topic in business for well over a decade, ever since Ideo appeared on Nightline and BusinessWeek started dedicating ink to design thinking. But now the business world's interest in design is intensifying — particularly among B2B firms. Citrix, GE, and IBM have recently made large-scale investments in experience design and design thinking. And this isn't strictly a Western phenomenon. Headquartered in India, Infosys has announced plans to train 170,000 employees in design thinking. What has caused certain firms to accelerate their design investments so quickly, and what can customer experience (CX) professionals learn from them? This report examines how five executives have recently built strong design programs in large enterprises, and offers recommendations for CX pros who want to do the same.

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Table of Contents

  • 1. What Leads Firms To Invest In Design?
  • 2. What Is The Goal?
  • 3. Who Do They Put In Charge Of Design?
  • 4. How Do These Firms Define Design?
  • 5. What Do They Do First?
  • 6. What Challenges Do Firms Encounter Along The Way?
  • 7. What Steps Should A Firm Take To Begin Its Design Journey?