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Digital business designers

How to design for the customers of tomorrow

When envisioning the futurestate of a company or a service, we’re usually faced with the challenge of designing for a customer that doesn’t exist yet. What do we mean by this? Well, they exist in the obvious sense, they’re just not ‘there’ yet.

Customer-led design won’t lead you somewhere new

Customer-led design is an accepted norm these days; a go-to approach for innovation teams. But there’s a fundamental flaw in customer-led design when you’re trying to take a real leap forward: customers can’t lead you there.

Coming of age: 18 years of WF

9th January 2021 marked Wilson Fletcher’s 18th birthday. The coming-of-age party we’d planned obviously won’t be happening (our 21st definitely got a scale-up) but it’s an amazing milestone for us to hit. Some reflections on the journey so far…

Why current-state analysis matters in a futurestate design programme

So far in the Futurestate Design series we’ve been pretty focused on the future, as you might expect. By now, we hope, we’ve established that current-state analysis can’t tell you anything very useful about your business of tomorrow. It tells you where you are now, and where you have been, but not where you can go.

The futurestate design tools: a downloadable deck

Week four of our Futurestate Design series, and by now we’d like to think you’ve got a good understanding of futurestate design and are looking at things through a different, more confident lens, as you think about implementing change in your organisation.

7 futurestate design rules

Following our last two articles in the Futurestate Design series (what futurestate design is and how to approach it with the right mindset), we wanted to give you a crib sheet, of sorts, outlining the basic rules to futurestate design programmes.