設計思考方法對組織變革準備之影響 -以傳統書店為例

The effect of applying design thinking methods to organizational change readiness: A case study of traditional bookstore.

黃于倫(Yu-Lun Huang)

指導教授 ： 黃鼎豪

國立臺北商業大學/創新設計與經營學院/創意設計與經營研究所/碩士(2020年)

摘要

現今企業為因應社會、經濟、科技等宏觀環境不斷的變動，需透過適度變 革以面對不同的挑戰，使得變革的議題在管理領域持續被探討。若要順利啟動變 革，組織成員需為變革做好準備，「組織變革準備」為執行變革的重要議題。然 而較少研究提出具體的方式來協助組織成員做好變革準備。
近年許多企業透過「設計思考」的方法與思維模式成功的創新與轉型。設 計思考是一種以人為本、著重跨領域溝通，建立創新思維及實踐的方法，甚至可 改變企業的創新文化。因此，本研究目的為以設計思考為基礎之工作坊模式介入 組織變革準備，並探討此模式對組織成員變革準備的影響。
本研究以傳統書店(參考書專賣店)的變革為例進行個案研究。分為兩個 階段:(1)前期研究-透過深度訪談了解參考書專賣店產業的現況，以及個案組織 成員在面對產業環境的變化時，是否有變革應對的措施及想法;(2)正式研究-以 設計思考為基礎，建構組織變革準備工作坊程序，透過設定適切目標策略，協助 傳統書店建立組織變革準備。在工作坊結束後，針對參與的個案成員進行深度訪 談，透過半結構式訪談法收集質性訪談資料進行分析討論。
本研究結果發現，設計思考的「促進跨領域溝通」與「探索需求、釐清問 題」的特性，可以協助個案成員在工作坊的過程中以良性的溝通了解彼此的想法， 並透過工作坊的程序建立有架構性的討論來釐清變革進行的方向。可引導個案成 員達成變革共識，增強個案成員對於變革的信心。未來研究可針對在世代改變下， 需要進行組織變革卻無清楚方向之相同類型的小型零售商家，透過此模式進行進 一步的應用與驗證。

關鍵字

變革管理 ； 組織變革準備 ； 設計思考 ； 工作坊

並列摘要

In order to adapt to an ever-changing social environment, companies need to face different challenges through appropriate transformation. Elements of successful initiation of such transformations are continuously being discussed. Among them, organization members need to be prepared in order to smoothly initiate transformation. Therefore, "organizational transformation preparation" is the most important topic in the implementation of the change, but very few studies have suggested clear procedures and methods. In recent years, many companies have successfully innovated and transformed through "design thinking" methods and mindsets. Design thinking is a people-oriented, interdisciplinary communication-focused approach to establishing innovative thinking and practices that may even change corporate innovation culture. Therefore, the purpose of this study is to intervene in organizational transformation preparation based on the design thinking model, and to explore the influence of design thinking intervention on the transformation preparation of organizational members.
The case study being discussed takes the transformation of a traditional bookstore (reference book specialty store) as an example. The study is divided into two stages: (1) preliminary research - through in-depth interviews understand the current situation of the reference book specialty store industry, and whether the members of the case organization have measures and ideas to respond to transformation in the face of change in an industrial environment; (2) formal research - set up an organization transformation preparation workshop program based on design thinking, and assist traditional bookstores in establishing organizational transformation preparations by setting appropriate target strategies. After the workshop, conduct in-depth interviews with case members, collect data through semi-structured interviews, and use triangulation verification to ensure coding quality and conduct coding analysis in order to understand the impact of design thinking on organization members after organizational transformation preparations.
The results of this study find that the characteristics of design thinking can effectively enhance teamwork and inter-organizational communication, through different ideation tools help case members explore gaps in transformation opportunities, and smoothly draft initial transformation strategies and steps. Therefore, design thinking is recommended as a method of initiating transformation. In addition, the intervention of design thinking may have enhanced organization members’ confidence and common understanding of organizational transformation in the workshop. Through positive communication and transfer of experience, case members can establish a common understanding of the future, formulate appropriate transformation strategies, and increase confidence in change implementation. The transformation activation program proposed in this study can be applied to other industries and can continue advancing transformation preparation workshop courses and tools.

並列關鍵字

Change management ； Organizational change readiness ； Design thinking ； Workshop

參考文獻

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