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Business Design

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by

Barbara V

on 14 January 2014

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Transcript of Business Design

BUSINESS DESIGN: BECOMING A BILATERAL THINKER
MINDSET (BEING)
Openness
Empathy
Intrinsic Motivation
Mindfulness
Adjustment
Optimism
THINKING
Business
Design
Openness
Empathy
Intrinsic Motivation
Mindfulness
Adjustment
Optimism
Multi-Disciplinary Collaboration
Understanding and Need-Finding
Iterative Prototyping and Experimentation
Systems Mapping
Storytelling
Co-Creation
METHODS (DOING)
Emotional Intelligence
Systems Thinking
Visualization
Abductive Reasoning
Synthesis
Intuition
Multi-Disciplinary Collaboration
Intrinsic Motivation
Understanding and Need-Finding
Iterative Prototyping & Experimentation
Systems Mapping
Storytelling
Co-Creation
Iterative Prototyping and Experimentation
Emotional Intelligence
Systems Thinking
Visualization
Abductive Reasoning
Synthesis
Intuition
Conclusion
Identifying, assessing & controlling emotions of self, team & marketplace
Renault Twingo (Patrick Le Quément VP Corporate Design):
"Cheeky little face", "becomes a little living creature"
"This is not a car that you just leave outside when you come home at night and it's freezing cold. No! You put it under your arm and you take it upstairs and put it in front of the fireplace".
Map mutual influence of people, components & activities
Kalundborg Industrial Symbiosis (Denmark)
Envisioning design process
“See” end result & solution
Shell's "Bendy Straw Drill”
Visualization: Flexible oil drill from inverted, bent drinking straw



Leap of logic: Original idea = successful
Breakthrough = Abductive reasoning + Design
Electronic Television: Baird (1928) - commercialized

Value Creation: Disparate Parts -> New solution
Fulfill unmet needs
Reconfigure existing models
Inspired by existing models
Victorinox Swiss Army Knife
Thinking skill: Gathering, articulating and evaluating self/others vs. mere instinct
Boyan Slat's Ocean Cleanup (stage: feasibility study)
Boyan Slat (19): Intuition - clear ocean of plastic in 5 years

Group 1:
Barbara Victorino
Krishna Vamsi
Laizaiti Tuerxunjiang
Pauline Zsidai


Find value & inspiration in diverse perspectives & skills
Broad base
Citroën DS : Paul Magès and André Lefèbvre (engineers), worked with Flaminio Bertoni (Italian designer) to design the car.

Understand people’s motivations
Discovery of unmet needs & new opportunities
Heineken Ideas Brewery: Challenge where consumers can propose ideas

Make the abstract concrete
Physical prototype to test new ideas
Toyota FCHV-adv: fuel cell car - launched in 2015
Prototypes were presented in exhibitions & used for tests

Map the connections between different stakeholders
Identify relationships

Create a story
Inspiring and motivating
Lancome fragrance “La vie est belle”

Feedback from others
Inviting others into the development process
Philippe Starck (French designer) designed the Freebox for "Free"
Fashion Designers for Coca-Cola Light

Caring & appreciating human feelings, thoughts & needs
Listening & incorporating different perspectives
Lenovo: Designers -> User's position
Focus on stability & customer comfort & needs


Open: New ideas, people
& ways of doing things
Novel ideas, unique values


Extrinsic motivation: Promotions & recognition
Intrinsic motivation = Creativity

"Design is not just a job, it's a life choice. The biggest challenge is keeping one's curiosity alive. It's easy to lose that feeling and start thinking that 'I know everything'".
- Yao Yingjia, Chief Designer, Lenovo


Design process: Everything is relevant & can be inspirational
Mindfulness of self/world = reference points & stimulation
Yoga pad design - from observation of people practicing yoga
Lenovo designers are first to combine yoga & computer design


Adjustment: Emotional stability & functionality when faced with change
Lenovo: Global design team = Collaboration with others
Designers face different ideas/cultures
High adjustment profile (face challenges w/o becoming upset)

Optimism: Drive people forward -> creative and productive resolutions

Yao Yingjia: Optimistic regarding Lenovo vs. Apple
Focus on positives: improvement, uniqueness and targeting.


By Heather Fraser
Business People -> Business Designers
Thank You
Creative
Abductive
Generative
Random
Factual
Feeling
Analytical
Deductive
Synthesis
Critical
Intuitive
Thinking
Bilateral Thinking
Business Design =
Methods -> Breakthroughs ->
Competitive Advantage

Mindset (Being) + Methodology (Doing)
-> Thinking

Approach:
Theoretical & Practical Parallels
Introduction
1. Look beyond your industry
2. Apply rich constraints
3. Use tangible provocations
4. Use letters and numbers
5. Speak to the crowd
6. Deliver stories, not data
7. Aim ideate, repeat
8. Let go of 'right'

Lenovo Yoga tablet: New laptop
concept (360° folding screen)



"Baird Mechanical Color System." Baird Mechanical Color System. N.p., n.d. Web. 12 Jan. 2014. <http://www.earlytelevision.org/baird_mechanical_color.html>.

"Could a teenager save the world's oceans? Student, 19, claims his invention could clean up the seas in just five years." Mail Online. Associated Newspapers, 9 Sept. 2013. Web. 12 Jan. 2014. <http://www.dailymail.co.uk/sciencetech/article-2415889/Boyan-Slat-19-claims-invention-clean-worlds-oceans-just-years.html>.

Fraser, Heather. "Business Design: Becoming a Bilateral Thinker.": 71-76. Print.

Bibliography
1. Define challenges & opportunities
2. Find examples
3. Study success stories

Look Beyond your Industry
Apply Rich Constraints

Ideal development -> rough parameters for the initial challenge

Efficiency: Business units, experts & consumers
Simple is best
Imagine & articulate the rest


Use Tangible Provocations

Use Letters and Numbers


Hybrid studies: Identify customer segments (novel insights)
Result: Adapt designs & strategy (deeper market understanding)

Team members communicate insights from within their disciplines



Speak to your Crowd

Deliver Stories, Not Data


-
Focus on few key points & use only the most poignant stories


Actionable strategies vs. mandates


Aim, Ideate, Repeat

Let Go of ‘Right’



Innovation: Discovery process (continues after product release)

Full transcript