As a design leader, I had the privilege of partnering with Accenture Song, a global leader in creative and technology-driven solutions, to transform how their interaction design teams integrate business thinking into their processes. Our goal was to empower designers to go beyond creating visually appealing user experiences and enable them to deliver measurable business outcomes.
The challenge was clear: to embed a business-aware mindset within Accenture Song’s Italian design teams. Drawing on industry-leading frameworks like McKinsey’s design practices and IBM’s user-centric methodologies, I developed a tailored framework that addressed key areas:
Encouraging designers to view interactions within the broader business ecosystem.
Providing training on critical metrics like ROI, customer lifetime value, and profitability.
Introducing design sprints that brought together designers, strategists, developers, and marketers, creating a shared understanding between creative and business disciplines.
Through stakeholder interviews and close collaboration, I integrated McKinsey’s 10 Design Practices into Accenture Song’s workflows. This approach helped the teams focus on creating long-term business value while maintaining creative excellence. I also facilitated workshops and innovation bootcamps to bridge the gap between creativity and business strategy, helping teams address real-world problems effectively. Using real-time analytics, we iteratively refined solutions to enhance customer satisfaction and operational efficiency.
Direct business impact
Designers became contributors to strategic goals, increasing customer retention and optimising user experiences.
Improved collaboration
A shared design operation fostered seamless communication between creative and business teams, leading to smoother project delivery.
Scalability
The new processes enabled Accenture Song to scale their design efforts across various projects while maintaining a cohesive brand identity.
This collaboration was a deeply rewarding experience. By embedding business design thinking into Accenture Song’s teams, I helped them evolve from delivering great designs to driving real business value. It’s a testament to how strategic integration of design and business can create lasting impact, not just for a single project but for the organisation as a whole. I’m proud of the role I played in this transformation and the legacy of design excellence it continues to foster.
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Accenture Insights Platform
