VIDEO PODCAST
                                                                 www.rotmandesignworks.ca




2010 Business ...
Business Design Practicum
                                                                            MGT2515 Winter 2010
...
DESIGN
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
THE GAME RULES ARE
                                                                 CHANGING




2010 Business Design Prac...
THE CHALLENGES ARE

                                                            COMPLEX

         ECONOMIC

           SOC...
THE CHALLENGE:
      TO COMPETE & PROSPER




2010 Business Design Practicum © Heather Fraser, Rotman School of Management...
“Business people don’t just need to understand
                              designers better; they need to become designe...
BETTER, FASTER WAYS TO
                                                                                   CREATE




     ...
VALUE
                            OF DESIGN

2010 Business Design Practicum © Heather Fraser, Rotman School of Management ...
THE VALUE OF DESIGN

   ROI




                                                                                        De...
THE VALUE OF DESIGN

   ROI




                                                                                        De...
THE VALUE OF DESIGN

   ROI




                                 STYLE



                                                ...
THE VALUE OF DESIGN

   ROI




                                                                                        De...
THE VALUE OF DESIGN

   ROI




                                                        FUNCTION
                         ...
THE VALUE OF DESIGN

   ROI




                                                                                        De...
THE VALUE OF DESIGN

   ROI


                                                                            PROBLEM
        ...
THE VALUE OF DESIGN

   ROI




                                                                                        De...
THE VALUE OF DESIGN

   ROI
                                                                                              ...
THE VALUE OF DESIGN

   ROI




                                                                                        De...
THE VALUE OF DESIGN
                                                                                                      ...
THE VALUE OF DESIGN

   ROI




                                                                                        De...
THE VALUE OF DESIGN
                                                                                                      ...
BUSINESS                                BUSINESS                                           DESIGN
                        ...
Business Success = Great Design




         BUSINESS                                BUSINESS                             ...
BUSINESS DESIGN:
         METHODS AND MINDSETS



2010 Business Design Practicum © Heather Fraser, Rotman School of Manage...
EMPATHY & DEEP HUMAN
                                       UNDERSTANDING




        discovering unmet needs and new mark...
EMPATHY & DEEP HUMAN
                                       UNDERSTANDING




         MEASUREMENT                        ...
EMPATHY & DEEP HUMAN
                                       UNDERSTANDING




                                            ...
REFRAMING
                                               THE OPPORTUNITY




                                             ...
REFRAMING
                                               THE OPPORTUNITY




                  NARROW                     ...
REFRAMING
                                               THE OPPORTUNITY




      Engineering the bike                   ...
DIVERSITY AND MULTI-DISCIPLINARY
                                                 COLLABORATION




                 worki...
DIVERSITY AND MULTI-DISCIPLINARY
                                                 COLLABORATION




                      ...
DIVERSITY AND MULTI-DISCIPLINARY
                                                 COLLABORATION




                      ...
ABILITY TO IMAGINE
                                       NEW POSSIBILITIES




                           creating new-to...
ABILITY TO IMAGINE
                                       NEW POSSIBILITIES




                    PROOF                 ...
ABILITY TO IMAGINE
                                       NEW POSSIBILITIES




                                          ...
ITERATIVE PROTOTYPING
                             MAKING THE ABSTRACT CONCRETE




      thinking and communicating by vi...
ITERATIVE PROTOTYPING
                              MAKING THE ABSTRACT CONCRETE



Cost/             Explore             ...
ITERATIVE PROTOTYPING
                             MAKING THE ABSTRACT CONCRETE




                                      ...
EMBRACING CONSTRAINTS
                                                         AS A SOURCE OF CREATIVITY




             ...
EMBRACING CONSTRAINTS
                                                         AS A SOURCE OF CREATIVITY




             ...
EMBRACING CONSTRAINTS
                                                         AS A SOURCE OF CREATIVITY




             ...
SYSTEMS THINKING
                                             IN CREATING NEW MODELS




                           design...
SYSTEMS THINKING
                                             IN CREATING NEW MODELS


                     CORPORATE STRA...
SYSTEMS THINKING
                                             IN CREATING NEW MODELS




                                 ...
VISION AND
        PERSEVERANCE




                                                                                  stay...
VISION AND
        PERSEVERANCE




                   BIG BANG                                                           ...
VISION AND
        PERSEVERANCE




                                                                                      ...
reframing


                                                                                    understanding
    imaginat...
reframing


    imagination
                 create value                                                       understand...
BUSINESS DESIGN:
   THE PRACTICE

2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutge...
reframing


                                                                                    understanding
    imaginat...
reframing


                                                                                    understanding
    imaginat...
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
3 GEARS OF BUSINESS DESIGN




2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers,...
TOOLS




2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
DISCIPLINE               Learned skill

                             Frameworks guide behavior

                          ...
Empathy &
                                                                      1                     deep human
         ...
Understanding
           what people

            NEED
       An unmet need is an
       untapped opportunity




2010 Bus...
TOOLS TO                                            User Interview                               Insight Clustering
  UNLO...
2

      Visualizing new
         possibilities



2010 Business Design Practicum © Heather Fraser, Rotman School of Manag...
Visualizing new
        ways to deliver

     NEW VALUE
       Iterative prototyping
       as a way to advance
      thin...
TOOLS TO                                                    Ideation                             Prototyping
  CREATE
  PO...
Strategic                                                   3
                        Business
                          D...
Designing and
           evolving the
       STRATEGIC
         MODEL
            Business design
                creates
...
BETTER, FASTER WAYS TO
                                                                                   CREATE




     ...
TOOLS TO                                              Activity Systems                            Value Exchange

  DESIGN...
The Challenge: Build the franchise




2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job ...
“I think about riding
                                                                                   faster than Lance...
The Need
                                                                                   ‘Push me further.’




2010 Bu...
The Idea: Engineer the Rider


                                                                                           ...
Prototyping the Possibilities




2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutge...
Adding value to the
                                                                                    EXPERIENCE




   ...
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
Adding value to the

                                                                                 BUSINESS



2010 Bus...
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
THE PRACTICE OF BUSINESS DESIGN

                                     Identify unmet customer needs
                      ...
reframing


                                                                                    understanding
    imaginat...
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
Ready to get into gear?




2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OC...
Things to think about for class…

               Other examples along the Design
               Maturity Continuum?
      ...
On January 19th, we’ll get ready to:

             Learn and apply Business Design
             methodologies and tools,
 ...
On January 19th, we’ll get ready to:

             Learn and apply Business Design
             methodologies and tools,
 ...
VIDEO PODCAST
                                                                 www.rotmandesignworks.ca




2010 Business ...
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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.

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Transcript of "Introduction to Business Design - Rotman DesignWorks"

  1. 1. VIDEO PODCAST www.rotmandesignworks.ca 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  2. 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. 3. DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  4. 4. THE GAME RULES ARE CHANGING 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  5. 5. THE CHALLENGES ARE COMPLEX ECONOMIC SOCIAL ENVIRONMENTAL 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  6. 6. THE CHALLENGE: TO COMPETE & PROSPER 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  7. 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. 8. BETTER, FASTER WAYS TO CREATE Customer Value Enterprise Value 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  9. 9. VALUE OF DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  10. 10. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  11. 11. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  12. 12. THE VALUE OF DESIGN ROI STYLE Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  13. 13. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  14. 14. THE VALUE OF DESIGN ROI FUNCTION & FORM Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  15. 15. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  16. 16. THE VALUE OF DESIGN ROI PROBLEM SOLVING Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  17. 17. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  18. 18. THE VALUE OF DESIGN ROI STRATEGIC FRAMING Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  19. 19. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  20. 20. THE VALUE OF DESIGN BUSINESS DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  21. 21. THE VALUE OF DESIGN ROI Design Maturity 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  22. 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. 23. BUSINESS BUSINESS DESIGN SOLUTIONS SUCCESS DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  24. 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. 25. BUSINESS DESIGN: METHODS AND MINDSETS 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  26. 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. 27. EMPATHY & DEEP HUMAN UNDERSTANDING MEASUREMENT EMPATHY 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  28. 28. EMPATHY & DEEP HUMAN UNDERSTANDING Nike 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  29. 29. REFRAMING THE OPPORTUNITY seeing the ‘whitespace’ 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  30. 30. REFRAMING THE OPPORTUNITY NARROW BROAD 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  31. 31. REFRAMING THE OPPORTUNITY Engineering the bike Engineering the rider 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  32. 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. 33. DIVERSITY AND MULTI-DISCIPLINARY COLLABORATION SIMPLE COMPLEX 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  34. 34. DIVERSITY AND MULTI-DISCIPLINARY COLLABORATION Seaside charette 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  35. 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. 36. ABILITY TO IMAGINE NEW POSSIBILITIES PROOF VISION 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  37. 37. ABILITY TO IMAGINE NEW POSSIBILITIES FedEx 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  38. 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. 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. 40. ITERATIVE PROTOTYPING MAKING THE ABSTRACT CONCRETE Google 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  41. 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. 42. EMBRACING CONSTRAINTS AS A SOURCE OF CREATIVITY ABUNDANCE SCARCITY 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  43. 43. EMBRACING CONSTRAINTS AS A SOURCE OF CREATIVITY IKEA 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  44. 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. 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. 46. SYSTEMS THINKING IN CREATING NEW MODELS APPLE 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  47. 47. VISION AND PERSEVERANCE staying the course 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  48. 48. VISION AND PERSEVERANCE BIG BANG SERIES OF SUCCESSES 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  49. 49. VISION AND PERSEVERANCE APPLE 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  50. 50. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  51. 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. 52. BUSINESS DESIGN: THE PRACTICE 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  53. 53. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  54. 54. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  55. 55. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  56. 56. 3 GEARS OF BUSINESS DESIGN 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  57. 57. TOOLS 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  58. 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. 59. Empathy & 1 deep human understanding 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  60. 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. 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. 62. 2 Visualizing new possibilities 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  63. 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. 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. 65. Strategic 3 Business Design 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  66. 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. 67. BETTER, FASTER WAYS TO CREATE Customer Value Enterprise Value 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  68. 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. 69. The Challenge: Build the franchise 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  70. 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. 71. The Need ‘Push me further.’ 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  72. 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. 73. Prototyping the Possibilities 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  74. 74. Adding value to the EXPERIENCE Expeditions 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  75. 75. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  76. 76. Adding value to the BUSINESS 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  77. 77. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  78. 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. 79. reframing understanding imagination collaboration visualization vision constraints systems thinking 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  80. 80. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  81. 81. Ready to get into gear? 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD
  82. 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. 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. 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. 85. VIDEO PODCAST www.rotmandesignworks.ca 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

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