Toward More User-Centric OD

This article argues for a major shift in focus from the strong management orientation of organization development (OD) to a more “user-centric” OD, one that seeks to mobilize and privilege change on behalf of the consumers or users of an organization’s product or service, involving them at every stage of the design process, from problem diagnosis to solution generation and implementation. This reconceptualization of OD draws its inspiration from the rapidly expanding field of experience-based design (EBD), a subfield of the design sciences whose distinctive features are direct user participation in the design process and a focus on designing experiences as opposed to systems or processes. The article reports on an original EBD intervention methodology designed and tested by the authors and colleagues in a cancer clinic within the National Health Service, which following successful “proof of concept,” offers OD some promising new directions for the future.