siliconindia | | November 20209ideas through creative action, while second as Inward orientation integrating these into collective action. Inter-nal orientation comprise Connectedness with own proj-ect teams and other functional teams; Temporal pacing to find solutions within timelines; Project leader exper-tise for motivating team for collective action to arrive at quality solutions, Superordinate goal that project team accepts and identifies with goals of a project through psychological ownership by team. These forces can im-prove Problem-solving capabilities of the team and help in achieving the goals of product quality, development time and development cost.The capability to identify opportunity and seize them can be nurtured by Design Led Product engineering as a practice in the Tech ecosystem focusing on the following four areas:1. PRODUCT MANAGEMENTAt the core of Product management is curiosity to un-derstand your Industry nuances deeply along with the understanding of your customers and Competitive land-scape. A key measure of this is Product integrity which has an Internal dimension and External dimension. Inter-nal dimension is about how the product works well and achieved through cross-functional coordination within the company. External dimension is about consistency between product's performance and customer expecta-tions. The key to product integrity is product leadership focused on the whole organization towards customer satisfaction and devising formal and informal process-es to infuse Product concepts into the details of design and build.2. EMBRACING DESIGNThere are numerous possibilities with the myriad of tech-nology choices that need to be dealt with during any Dig-ital transformation journey. It requires understanding the technology and simplifying complex systems. It is also important to ensure technological feasibility and imple-menting a viable business strategy that can convert into customer value and market opportunity. Reducing the risks of failure and development costs while improving time to market performance has been a big concern for many years. Quality Function Deployment and Design Thinking are two tactics that can help address them.Design thinking is an essential tool for simplifying and humanizing processes. It takes three constraints into account that are Feasibility (what can be done); Viability (what can be done successfully); Desirability (what peo-ple want or will come to want).A combination of Design Thinking for capturing user's views on the problem to be addressed and QFD for realizing the need during the Build and Deployment phase will enable cross-functional collaboration among Solutioning, Design, Product Management and Engi-neering to achieve the overall objectives.3. Talent and LeadershipTalent will be the key factor that will help accelerate an Enterprise's ability to pursue Digital ambitions. Learn-ability and Curiosity would be most desired skills as Technical competence is temporary, but intellectual curi-osity must be permanent.Leadership should exercise "Subtle control" instead of just playing a supportive role. The key idea behind subtle control is that successful teams maintain a balance between allowing ambiguity such that creative problem solving can flourish and exercising sufficient control to meet the overall goals. The best performance is achieved by senior management communicating a clear vision of objectives and allowing the team to be autonomous with-in the discipline of that vision. This is not an easy task to accomplish, unless we build a robust Product Engineer-ing and Management team who can make sense of stra-tegic goals of the company and translate to what makes sense for the team and as individuals.Design led engineering can orchestrate all of the above to realize Digital transformation ambitions and hence it is imperative to nurture it as a much- needed capability. A combination of Design Thinking for capturing user's views on the problem to be addressed and QFD for realizing the need during the Build
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