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Introduction to Business Design - Rotman DesignWorks
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Introduction to Business Design - Rotman DesignWorks

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This presentation serves as an introduction to the Business Design process. All material is copyright 2010 Rotman DesignWorks.

This presentation serves as an introduction to the Business Design process. All material is copyright 2010 Rotman DesignWorks.

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  • 1. VIDEO PODCAST www.rotmandesignworks.ca 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 2. Business Design Practicum MGT2515 Winter 2010 Introduction to Business Design 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 3. DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 4. THE GAME RULES ARE CHANGING 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 5. THE CHALLENGES ARE COMPLEX ECONOMIC SOCIAL ENVIRONMENTAL 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 6. THE CHALLENGE: TO COMPETE & PROSPER 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 7. “Business people don’t just need to understand designers better; they need to become designers.” Roger Martin, Dean of Rotman, 2005 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 8. BETTER, FASTER WAYS TO CREATE Customer Value Enterprise Value 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 9. VALUE OF DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 10. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 11. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 12. THE VALUE OF DESIGN ROI STYLE Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 13. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 14. THE VALUE OF DESIGN ROI FUNCTION & FORM Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 15. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 16. THE VALUE OF DESIGN ROI PROBLEM SOLVING Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 17. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 18. THE VALUE OF DESIGN ROI STRATEGIC FRAMING Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 19. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 20. THE VALUE OF DESIGN BUSINESS DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 21. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 22. THE VALUE OF DESIGN BUSINESS DESIGN ROI STRATEGIC FRAMING PROBLEM SOLVING FUNCTION & FORM STYLE Design Maturity Source: bplusd.org/designworks 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 23. BUSINESS BUSINESS DESIGN SOLUTIONS SUCCESS DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 24. Business Success = Great Design BUSINESS BUSINESS DESIGN SOLUTIONS SUCCESS DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 25. BUSINESS DESIGN: METHODS AND MINDSETS 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 26. EMPATHY & DEEP HUMAN UNDERSTANDING discovering unmet needs and new markets 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 27. EMPATHY & DEEP HUMAN UNDERSTANDING MEASUREMENT EMPATHY 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 28. EMPATHY & DEEP HUMAN UNDERSTANDING Nike 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 29. REFRAMING THE OPPORTUNITY seeing the ‘whitespace’ 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 30. REFRAMING THE OPPORTUNITY NARROW BROAD 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 31. REFRAMING THE OPPORTUNITY Engineering the bike Engineering the rider 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 32. DIVERSITY AND MULTI-DISCIPLINARY COLLABORATION working towards more robust solutions 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 33. DIVERSITY AND MULTI-DISCIPLINARY COLLABORATION SIMPLE COMPLEX 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 34. DIVERSITY AND MULTI-DISCIPLINARY COLLABORATION Seaside charette 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 35. ABILITY TO IMAGINE NEW POSSIBILITIES creating new-to-the-world solutions 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 36. ABILITY TO IMAGINE NEW POSSIBILITIES PROOF VISION 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 37. ABILITY TO IMAGINE NEW POSSIBILITIES FedEx 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 38. ITERATIVE PROTOTYPING MAKING THE ABSTRACT CONCRETE thinking and communicating by visualizing 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 39. ITERATIVE PROTOTYPING MAKING THE ABSTRACT CONCRETE Cost/ Explore Cost/ Risk Big idea Risk Market Testing Resolution Resolution EXPERIMENT VALIDATE Source: Rotman DesignWorks 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 40. ITERATIVE PROTOTYPING MAKING THE ABSTRACT CONCRETE Google 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 41. EMBRACING CONSTRAINTS AS A SOURCE OF CREATIVITY inspiring smart & resourceful solutions 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 42. EMBRACING CONSTRAINTS AS A SOURCE OF CREATIVITY ABUNDANCE SCARCITY 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 43. EMBRACING CONSTRAINTS AS A SOURCE OF CREATIVITY IKEA 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 44. SYSTEMS THINKING IN CREATING NEW MODELS designing new ways to deliver value 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 45. SYSTEMS THINKING IN CREATING NEW MODELS CORPORATE STRATEGY Manufacturing Marketing Finance R&D IT PARALLEL NETWORK OF SYSTEMS ACTIVITIES 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 46. SYSTEMS THINKING IN CREATING NEW MODELS APPLE 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 47. VISION AND PERSEVERANCE staying the course 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 48. VISION AND PERSEVERANCE BIG BANG SERIES OF SUCCESSES 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 49. VISION AND PERSEVERANCE APPLE 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 50. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 51. reframing imagination create value understanding collaboration visualization accelerate vision constraints success systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 52. BUSINESS DESIGN: THE PRACTICE 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 53. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 54. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 55. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 56. 3 GEARS OF BUSINESS DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 57. TOOLS 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 58. DISCIPLINE Learned skill Frameworks guide behavior Tools unlock thinking Experience shapes abilities and attitudes 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 59. Empathy & 1 deep human understanding 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 60. Understanding what people NEED An unmet need is an untapped opportunity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 61. TOOLS TO User Interview Insight Clustering UNLOCK OPPORTUNITIES Need Analysis Personas 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 62. 2 Visualizing new possibilities 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 63. Visualizing new ways to deliver NEW VALUE Iterative prototyping as a way to advance thinking and learning 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 64. TOOLS TO Ideation Prototyping CREATE POSSIBILITIES Experience Mapping Co-Creation 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 65. Strategic 3 Business Design 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 66. Designing and evolving the STRATEGIC MODEL Business design creates enterprise value 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 67. BETTER, FASTER WAYS TO CREATE Customer Value Enterprise Value 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 68. TOOLS TO Activity Systems Value Exchange DESIGN MODELS & SYSTEMS Operations Map Financial Modeling 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 69. The Challenge: Build the franchise 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 70. “I think about riding faster than Lance Armstrong. These thoughts inspire me and I try to push myself further.” 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 71. The Need ‘Push me further.’ 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 72. The Idea: Engineer the Rider engineer the rider Value Creation engineer the bike Time & Development 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 73. Prototyping the Possibilities 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 74. Adding value to the EXPERIENCE Expeditions 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 75. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 76. Adding value to the BUSINESS 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 77. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 78. THE PRACTICE OF BUSINESS DESIGN Identify unmet customer needs Discover a broader scope of opportunity Generate integrated, high-value solutions Develop deeper, stronger customer relations and value Create a more distinctive and competitive model Get to bigger breakthroughs faster 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 79. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 80. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 81. Ready to get into gear? 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 82. Things to think about for class… Other examples along the Design Maturity Continuum? Other examples of good Business Design? Examples of bad Business Design? 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 83. On January 19th, we’ll get ready to: Learn and apply Business Design methodologies and tools, Tackle one big challenge from many angles, Embark on a learning journey that will enhance your design and integrative thinking skills, 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 84. On January 19th, we’ll get ready to: Learn and apply Business Design methodologies and tools, Tackle one big challenge from many angles, Embark on a learning journey that will enhance your design and integrative thinking skills, Have fun. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  • 85. VIDEO PODCAST www.rotmandesignworks.ca 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

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