How to create a design-driven organisation

The word “culture” invariably means different things to different organizations. Successful companies are usually those that strive to build a culture that genuinely places customers above everything else. They have a culture reinforcing design mindset. As McKinsey states, it is not enough to just sell a product or a service — companies must truly engage with their customers. And here, design can be the tool that transforms “the way companies do business, hire talent, compete, and build their brand”.  

Experiences Matter

Customers are increasingly not just buying into your products, but also the experiences that go with the products. In fact, customer experience has become the crucial differentiator that determines whether a company succeeds or fails. Provide a great experience, and you would have earned yourself a loyal customer. Provide a mediocre experience and chances are that you have lost the customer forever. Not just the customer, but perhaps those in their social media circle, too. 

The difference with design-driven companies is that they go far beyond understanding what customers want to truly uncovering why they want it. Employees at these companies bring empathy to their interactions with customers; they listen and learn how people actually use and experience products. “They plot out customer decision journeys to understand exactly what motivates people, what bothers them, and where there are opportunities for creating delightful experiences. “

Building A Design-driven Organization

The journey towards building a design-driven organization starts with ensuring that the design head has a seat at the table where strategic decisions are made. This person becomes the “primary customer advocate”, bringing the customers’ point of view to business decisions, while translating business goals into customer-friendly initiatives, and building a “culture in which employees think about how what they do affects customers”. 

And this is not only applicable to customer-facing employees, but it also impacts departments like finance, IT, operations and legal. The goal is to empower everyone in the organization to understand and appreciate the value that design brings. “Raising the design capabilities of a company requires moving customer empathy beyond the skill set of a design team to permeate all areas of the business.” McKinsey recommends relooking at metrics, too. Apart from focusing on customer satisfaction and retention scores, the organization can track metrics such as customer lifetime value, real-time customer satisfaction by segment, and ‘leaky bucket’ ratios to highlight where customer issues may be spiking.  

The Human-centric Approach

Prototypr explains that design thinking in an organization is not driven by technology. Instead, it is driven “by needs and hopes and an urgency for a world that can accommodate empathy, equality, diversity and security for all”. An organization must truly embrace the design perspective and frequently ask questions like ”are we doing the right stuff?” and ”are we doing our stuff right?”. 

A design-driven organization also eschews the top-down approach of traditional organizations, where the CEO is supposed to know best and is expected to pass down orders. In the real world, this approach has already become outdated and, as IDEO Design Thinking says, it belongs to an era when companies were run like machines with predictable outcomes. The modern way of doing business calls for leaders who can play the role of an explorer who asks the most relevant questions that get the company to go find the right answers; a gardener who prepares the organization for creativity, risk-taking and lateral thinking; a coach and a player who works alongside employees; and a storyteller who tells employees a “good story” and one that is driven by purpose. 

As IDEO Design Thinking concludes, “The leader of a design-driven organization will both paint a picture of the promised land, and embolden his team with the courage to go there.”




Journey so far

Our Story

Amplo Global Corporate Social Responsibility (CSR) wing started its journey with the purpose of helping communities for transformation through a holistic approach. The focus is to create an eco-system leading to a self-sustainable value chain. Amplo Global’s social entrepreneurial mindshare along with various social impact start-ups are making a mark towards a better planet to live in.

Our first initiative has been shaking hands with Ahana, the first ray of the sun, a non-profit organization of Kolkata, West Bengal. We have been associating with Ahana from its inception, mentoring and guiding it, assisting to collaborate with various government and non-governmental organizations to conduct different programs related to empowerment and revival of traditional forms of art which are losing their relevance in this fast-growing world.

Amplo Global CSR & Ahana together took an initiative in Surulia village of Purulia district in West Bengal, to rejuvenate the traditional form of the art of making artefacts from molten zinc or brass or copper. We organized workshops where women artisans of Malohar community were given training for learning this art. Moreover, we also took necessary actions for official documentation of these till date unidentified group, so that they get the minimum government benefits allotted for them.

Knowledge development and enablement towards sustainability has been a key goal for AG CSR. To achieve this, AG CSR has planned to take up various projects. One such is conducting a workshop on ‘Gender equality gender justice: the rightful way towards sustainable social development’ with the students of Berhampore Girls’ College at Murshidabad. A one-day workshop has been organized with almost 300 students where a holistic vision on gender, sex and sexuality has been imparted to them. Along with that, they were given knowledge on relevant legal as well as social rights prevalent for them and also against cyber bullying and stalking. They were made aware of the rights available for them which will help them to develop social sustainability to deal in future.

Another knowledge building program has been taken up by AG CSR team in collaboration with a Kolkata-based non-government organization, Kolkata Sanved, working in the field with the survivors for almost twenty years, using Dance Movement therapy for psycho-social rehabilitation and social transformation. Kolkata Sanved wants to prepare a digital archive, consisting of the huge data of their functioning for last two decades, that will be a source of information and knowledge for any individual/organization who wants to work in this field in future. Amplo Global CSR team is supporting KS to curate and host digital archive representing Kolkata Sanved’s works and achievements since its inception.

Empowerment of women and children from the marginalized community and enabling them towards sustainability has always been the major goal of Amplo Global CSR wing. In order to achieve this, AG CSR team has been meandering its path through different projects. The collaboration with organizations like Dishari and Samabedan has been done with this target in mind. Though at the initial stage, AG CSR team is working with these two organizations to strengthen its structure with technical support. This includes helping them to finalize vision-mission statements for strategic management, developing proposals for mobilizing resources and guide them with proper implementation plan.

Along with empowerment of women, AG CSR also works towards the revival and preservation of traditional form of art. A very comprehensive program has been taken up by AG CSR team in association with Ahana and INTACH and with full-fledged support and cooperation of HSWS in the Kalimpong district of West Bengal. Workshops have been arranged in which women of the hills, having knowledge and skill of weaving in traditional handlooms. They were given training on new techniques and methods by professional designer cum trainer, whereby they were taught how to improve their skill and make more variety of products which have huge demand in the market. The aim is to showcase the right path in front of these women which will help them to reach the goal of sustainable livelihood in future.

Our Team

Amplo Global has a pool of experts with experience of working in national as well international organizations. Our expertise is in designing scalable yet customized programs in the field of alternative education, child protection, women empowerment and leadership, sustainable and dignified livelihood solutions, knowledge management and digital archiving, disaster management

Mentor

 

GM Kapur

 
Advisor

 

Partha Pratim Roy – Fulbright distinguished teaching fellow; experienced in development of discovery learning pedagogy and environment in secondary/post-secondary education industry; skilled in non-profit organizations, e-learning, Physics, Data Analysis and Science; strong community and social services professional with a M.Sc. in Physics and M.A. in Educational/Instructional Technology.


Team Members


Tinku Khanna – studied Sociology and Women’s Studies; worked to end sex trafficking among caste-communities trapped into inter-generational prostitution in Bihar, Delhi and Kolkata for last 20 years; has played key role in passage of landmark judgment in trafficking in Patna High Court; has also played key role in upgrading 542 residential schools for under privileged girls to class 12 in Bihar; has been part of prestigious ILVP of US government.

Sudakshina Addy – Masters in Political Science, initially she has been associated with various reputed colleges and universities as a part-time lecturer’ has experience of almost 12 years in the field of marketing and management of events, both social and corporate; as a member of the Amplo CSR team, she acts as the program manager cum coordinator and has been assigned the responsibility of planning, implementation, execution, monitoring and supervision of any program of Amplo Global CSR wing.

Soma Roy Karmakar – studied Development Economics from Calcutta University; has experience of working in audio-visual media and government high school at the beginning of her career; joined the social sector in 2007; from 2007 to 14, she worked extensively on gender, sex, sexuality and HIV & Aids prevention; from 2014 onwards, she started working with child sexual abuse and incest; very well-known trainer and resource person on child rights and child sexual abuse.

Panchali Chakraborty –

Our Story

Our Offerings

ECOSYSTEM BUILDING- Amplo Global aims at connecting the donors, foundations and the beneficiaries. The funds are collected from the donors which in turn gets received by the foundations. Amplo Global joins hands with these foundations to help and provide support to the beneficiaries in order to have sustainability in their life.

HELPING STARTUPS- Our purpose is to mentor, provide guidance and give back-office support to the newly built companies. Amplo Global is happy to take the responsibility of tutoring, guiding, advising and also imparting all kinds of support from the back office to the emerging companies.

FIELD SERVICES- Amplo Global dedicatedly works on the implementation, monitoring and report writing of the projects. As a non-profit organization, Amplo Global CSR Team personally visits the field to write reports of the projects, dedicatedly working on the implementation of the projects and as well as monitoring the progress.

KNOWLEDGE DEVELOPMENT- It is our responsibility to gather knowledge, to code and to curate data collected from the projects. After the implementation of the projects, Amplo Global takes the initiative to code, and curates the data that they gather from the projects and finally gives feedback to the foundations so that the beneficiaries have a blissful life and that the sustainable development goal is being achieved.

CONSULTANCY- Amplo Global plans to work as a consultant to other emerging corporate companies and guide them on how to utilize CSR funds. AG has an objective to mentor, support and help these new companies with the sustainable development goal in near future.

Our Aspirations

Introduction


Amplo Global firmly believes in the principles of social, economic and educational equity-based development. It has developed its CSR policy framework that is aligned with UNSDG 2030. AGI recognizes and acknowledges the fact that Corporate Social Responsibility (CSR) is a company’s commitment to its stakeholders to conduct business in an economically, socially and environmentally sustainable manner, whereby organizations serve the interests of society by taking responsibility for the impact of their activities.

While the practice of CSR in India still remains within the benevolent space, AGI is thriving to mark a shift from institutional building (educational, research and cultural) to community development through various projects. Also, with passage of time and global influences, it is becoming quite discernible that while CSR remains largely restricted to community development, it is getting more strategic in nature.

Our Aspirations


Our Vision – Amplo Global has made a commitment to amplify social impact using technological solutions.

Our Mission – The objective of the Amplo Global CSR Team is to build an ecosystem between the donors, foundations, beneficiaries and the corporate community.

OUR GOAL- our purpose is to use our business as a force for good, and building a safer and sustainable world for all. Amplo Global puts an emphasis on the concepts of women empowerment, imparting education to lead a sustainable life and the revival of the long-lost traditions of local handicrafts.

Our Value proposition is Creating a sustainable development model at the very grassroot level through problem solutions that can be repeatable, customizable and scalable.

Diversity, Equity and Inclusion

  • Achieve DEI goals of Diversity, Equity and Inclusion across employee and supplier value chain.
  • Create a DEI strategy for employers to develop best practices and track their progress.
  • Monitor DEI sustainability.

Circularity

  • Develop roadmaps to transform material value chain, advance circular models and minimize waste.
  • Optimize resource utilization in automotive battery circularity.
  • Simulate social risk and strategize to achieve social sustainability in the battery supply chain.

Decarbonization

  • Strategize pathways for Net Zero with our GHG protocol-led Scope 1, 2, 3 CO2e emission inventory tool.
  • Measure current carbon emission and simulate a low carbon roadmap.
  • Make smarter carbon investment decisions.

Green IT and Data

  • Address Climate crisis to meet ESG goals of Green IT and Data.
  • Mitigate economic risk to be LEED certified.
  • Manage Data as the new asset for ESG.

Green Infrastructure

  • Address ecological crisis to meet ESG goals of Green building.
  • Manage financial risk in transitioning to green infrastructure.
  • Strategize to adhere to LEED certification.

Green Sourcing

  • Develop framework and templates in AI/ML platform to meet green sourcing.
  • Assess the opportunities in green sourcing.
  • Devise Sustainability communication to build an ecosystem for green sourcing.

Green Supply Chain and Manufacturing

  • Optimize container features to minimize GHG emission in logistics.
  • Achieve end-to-end visibility assessment to meet sustainability targets.
  • AI-led supply chain simulation.

Benchmarking

  • Defines capabilities with data-driven, AI -led Peer Benchmarking.
  • Transform business while managing financial risk and opportunities.
  • Develop persona-based KPIs and a roadmap to achieve ESG goals.

Materiality and Maturity Assessment

  • Layer your organization’s capability maturity to every material topic supported with algorithmic integrated scores, attributes, ranking and heatmap.
  • Choose from preloaded global frameworks.
  • Collaborate with a spectrum of stakeholders to iterate and finalize.