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The design thinking transformation in business

Presented at Webvisions Barcelona 2015 By Cathy Wang & Nuno Andrew The definition of design is shifting from being a noun to a verb. We see it moving away from arts and craft into a methodology of delivering value. Adapting to this shift, designers and changemakers are forming a new way of design thinking. As designer, not only are we crafting products / services, but we are also learning to see a much bigger system with a deep connection to business factors. How can we influence businesses with design thinking in order to build a solid business platform that delivers meaningful products / services. Systems thinking is an approach to problem solving. Businesses are an intricate ecosystem, from how the organisation is structured, to people, to commercial planning, to processes. As designers, we practice systems thinking everyday. How do we use this knowledge to craft a business? This, is business design. In this session, we want to explore what business design means. How to use what we know, as designers, to build stronger businesses? As we continue to adapt design methodologies and systems thinking to a business context, what other manifestations that will evolve? How can design thinking be leveraged in even the most straight-laced silos of a business such as Human Resources and Finance? How do we give design thinking the space it needs in the face of traditional business practice? And most importantly, how do we use our existing design thinking knowledge, to design businesses?

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@cathycracks @nunoandrew
The design thinking
transformation in business
Webvisions Barcelona
2015
Cathy Wang
@cathycracks
Nuno Andrew
@nunoandrew
@cathycracks @nunoandrew
Design thinking is neither
art nor science nor religion.
It is the capacity, ultimately,
for integrative thinking.
Tim Brown
Thinking Transforms Organizations and Inspires
Innovation.
New York: Harper Business (2009)
@cathycracks @nunoandrew
The Traveling Salesman
the problem
Given a list of cities and the distances
between each pair of cities, what is the
shortest possible route that visits each city
exactly once and returns to the origin city?
@cathycracks @nunoandrew
ant colony optimisation algorithm
the solution
@cathycracks @nunoandrew
Always design a thing by
considering it in its next larger
context — 

a chair in a room, a room in a house,
a house in an environment, an
environment in a city plan.
Eliel Saarinen
@cathycracks @nunoandrew
ARE YOU A DESIGNER?

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The design thinking transformation in business