Continuous Design: One eye on the horizon and the other on the next wave
How do you create the conditions for delivering a great customer experience on a rapidly changing platform?
In 2016, Norway’s national railway company began building a new technology platform. The railway sector was being deregulated, the company was being broken up, competitors were entering the field, and key systems were being handed off to others. To survive, the company would have to manage the shift from a vertically integrated conglomerate that planned things years in advance and controlled every aspect of its service, to an agile transport operator that could thrive in the face of change.
As designers, we yearned to address the customer’s actual needs and desires, not just a fresh look and technical upgrade. But with no process, principles, tools, or internal design resources, where do you start?