Train Design team strategy

Capability buildingStrategic foresight

Challenge

A large Asian mobility corporation asked Plan to develop a design strategy to strengthen the competitive advantage of its train division. Two of the key challenges were the strength of competition from sophisticated Western and low-cost Chinese players; and the nascent state of our client’s existing Design capability.

Approach

We framed the challenge around two questions. What must our client do to win? And how can Design help it win? We began with an industry foresight study to scope future opportunities. This was followed by developing some best practice case studies. Sustainability and passenger experience emerged as the central thrusts of the design strategy. We then co-created a design vision and capability development plan in a series of workshops, and presented our recommendations to the board.

Impact

  • All recommendations were accepted by the division board, including growing the Design team
  • Our recommendations were presented to the Executive Vice Chairman of the corporate group

‘The final outcome really helped align top management with the power of design. Plan’s structure, commitment and approach ensured a lean and straight-forward process. Plan identified opportunities and developed an actionable roadmap to implement their recommendations.’

General manager, Group Design Management

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