Developing%20organizational%20design%20capability%20in%20large%20technology%20firms

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Developing organizational design capability in
large technology firms 4.10.2005
Oslo Ulla-Maaria Mutanen University of Helsinki
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Winders Coaters

1986 1995 2002
1976 1989 2002
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Press and dryer section guide
Press and dryer guide, compact size
Press section guide
Dryer section guide
Wire section guide
Electromechanical dryer section guide
Metso Guide
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Corporation Business unit Department Product Proje
ct
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How do new design capabilities develop in large
technology companies?
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Proactive Design project Ethnographic fieldwork
in - Kone (elevators and escalators) - Metso
(machines for paper making and minerals
processing) - Ruukki (steel constructions)
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Design develops with business.
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Metso 1980-1990 Serial production -gt
Simplifying design Company mergers -gt
Unifying visual elements user
interfaces Kone 1990-2000 Segmentation
-gt Visual differentiation Mass customization
-gt User centered design Ruukki
2000-gt Business transformation -gt Brand
building Design for logistics
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Current business models are changing.
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Design knowledge Business model Contextual studies Concept design Product design
Product based
Solution based
Value based
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New application areas for design knowledge are
emerging.
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Production and logistics
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Service development
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Business organizational development
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Anticipation of future products
Product development
Tayloring customer-specific solutions
Face-lifts
Modularization
Brand management
Unifying visual elements
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From design push to management pull.
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Business development
Develop design into an organizational
capability.
Use designers.
Organizational
Professional
Build design tools.
Integrate design into the innovation process.
Process development
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HOW?
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Design strategy team
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Metso Design Center
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Division of labor
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Internal design promotion
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Design competence program
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Building a new competence is primarily a
management challenge.
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Design manager Product designer Project designer
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