4. Adapt your organization

Reshaping the design process requires you to reconfigure the organization and management of your team at the same time.

• Choose your user spokesperson wisely: this is preferably the team leader, who must have a holistic vision of the value chain to create value at all levels. In particular, he or she must have a particular knowledge of the contexts and needs targeted, so as to be able to redirect design choices in relation to real situations, not hypotheses.

• Give your team the space to innovate outside company rules: R&D team, start-up, cross-functional team, collaboration... many configurations are possible. The Logan's breakthrough innovation was made possible by outsourcing part of the R&D to Fiat engineers, who were able to break free from Renault's design rules.