#3: Omada Health’s CMO, Andréa Mallard, on why design is too important to be left to designers
Feb 27, 2017
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Andréa Mallard, Chief Marketing Officer at Omada Health, discusses the integral role of design as a unifying force in organizations. She argues that everyone, not just designers, can contribute to the design process, enhancing storytelling and customer experiences. Mallard emphasizes the importance of empathy in user feedback, particularly in healthcare, and advocates for diverse perspectives to foster innovation. She also stresses collaboration with healthcare professionals to ensure effective and inclusive solutions, reshaping the future of design.
Design is essential across all levels of an organization, promoting an inclusive culture where every employee contributes to user experiences.
Demonstrating design's impact through practical examples helps non-designers appreciate its value, fostering acceptance of design principles company-wide.
Diversity in design backgrounds enhances innovation, allowing teams to approach complex problems with unique perspectives and collaborative creativity.
Deep dives
Design as a Discipline
Design is conceptualized as a vital discipline that extends beyond being a mere departmental task. It is emphasized that design should not be relegated to a group of specialists, but instead should permeate throughout the entire organization. Every employee, from the CFO to the marketing team, is involved in design decisions that affect user experiences. This inclusive mindset towards design fosters a culture where everyone recognizes their role as a designer, thus enhancing the overall customer experience.
The Importance of Evidence Over Argument
Implementing a hands-on approach is crucial for designers aiming to convey the significance of design in an organization. Rather than arguing for design, they should demonstrate its impact through tangible examples. By redesigning presentations or marketing materials, designers can effectively illustrate how thoughtful design leads to improved outcomes. This method empowers non-designers to experience the benefits firsthand, fostering greater acceptance of design principles across the organization.
Empathy in Healthcare Design
Entering the healthcare sector with a sense of empathy allows designers to harness existing strengths while effectively addressing challenges. Acknowledging the functional aspects of the healthcare system, such as peer-reviewed methodologies, can provide insights into what works. This perspective encourages a holistic approach to problem-solving rather than simply dismissing established practices as obsolete. By understanding the nuanced landscape of healthcare, designers can innovate solutions that resonate with diverse stakeholders.
Manifestos as Rallying Cries
Creating a manifesto serves as a powerful tool to unite a company around a shared vision and purpose. This document articulates the organization's core values and guides decision-making processes, providing a grounding reference for employees. Involving the whole team in the creation process fosters a sense of ownership and alignment with the company’s mission. A strong manifesto motivates team members to connect emotionally with their work, ultimately leading to increased engagement and performance.
Diversity in Design Thinking
The future of design will increasingly benefit from a broader diversity of perspectives, moving beyond traditional qualifications like advanced degrees. Designers will more frequently emerge from varied backgrounds, bringing unique problem-solving approaches to the table. This shift will enhance innovation, as diverse teams can leverage their collective experiences to address complex issues from various angles. Encouraging inclusivity within design teams is essential for cultivating environments where creativity and collaboration thrive.
Andréa Mallard, Chief Marketing Officer at Omada Health, explains how design should be looked at as a connective tissue that extends throughout an entire company.
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