Managing and planning information

As well as gathering these types of information during the Discover stage of the design process, design teams also face a key challenge in the way in which this information is used by, and shared with, the design function and with a wider project team

The design processes we observed managed this challenge in two key ways:

• Planning with information - Using the design process to plan the flow of information through the development phase and manage the interaction with designers and other teams throughout
• Designer involvement in user research - Ensuring that designers are contributing to and taking part in research with users themselves.

Planning with information

Reflecting the findings of market data, research and future trends - and making appropriate design changes where necessary - presents a considerable challenge when planning the development of a new product or service.

Most companies deal with this issue by setting strategic targets, deciding their objectives at least one year in advance and drawing up new product and service development plans accordingly. This is supported by having a formalised design process, which acts as a roadmap from the point of receiving information on users.

For example, Whirlpool has defined a set of metrics through which it aims to predict consumer behaviour and design or innovate ahead of the curve so that needs have been anticipated and addressed in advance. And Starbucks plans its promotional campaigns one year in advance, with the help of its design process, starting with information from market research.