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?

1. @cathycracks @nunoandrew
The design thinking
transformation in business
Webvisions Barcelona
2015
Cathy Wang
@cathycracks
Nuno Andrew
@nunoandrew

2. @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)

3. @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?

4. @cathycracks @nunoandrew
ant colony optimisation algorithm
the solution

5. @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

6. @cathycracks @nunoandrew
ARE YOU A DESIGNER?

7. @cathycracks @nunoandrew
Nuno Andrew
@nunoandrew
Portuguese. Australian. Europe based.
Project Manager at Method. London, UK
I like to focus on the intersection of design
thinking and methodology, with organisational
processes; advocating designs shifting value
from product to process.

8. @cathycracks @nunoandrew
Cathy Wang
@cathycracks
Nomadic Vancouverite found mostly in Europe.
Experience Strategy Consultant
London. UK
I spend a lot of time thinking about the future,
systems, and the interconnectivity of world
around us.

9. @cathycracks @nunoandrew
design thinkers treat
businesses the way
designers treat users

10. @cathycracks @nunoandrew
The design thinking
transformation in business
Doing
Applying
Value

11. @cathycracks @nunoandrew
Design thinking is influencing everything.
things we do
how we do things
the tools we use
how we communicate

12. @cathycracks @nunoandrew
Graphic Design
Web Design
0.05
0.10
Changing trend in design occupations
The rise in design thinking roles verses traditional, output driven roles
UX Design
Interaction Design
Jan ‘06 Jan ‘07 Jan ‘08 Jan ‘09 Jan ‘10 Jan ‘11 Jan ‘12 Jan ‘13 Jan ‘14 Jan ‘15
Percentageoftotaljobsearches
Data courtesy of indeed.com trends

13. @cathycracks @nunoandrew
Organizations purchasing Design Capabilities
2012 May
Mike&Maaike (Google)
2004 Aug
Frog (Aricent)
2014 Oct
Great Fridays (EPAM)
2011 Sept
Method (GlobalLogic)
2015 May
Lunar (McKinsey)
Business Consultants, Tech etc. all buying design
2014 Oct
Adaptive Path
(Capital One)
2013 May
Fjord (Accenture)

14. @cathycracks @nunoandrew
Design Studios and
Product Development
Studios like ustwo™ have been creating
their own products, resulting in a hybrid
model of both design services and self
generated revenue.

15. @cathycracks @nunoandrew
Design Studios and
Product Development
Studios like ustwo™ have been creating
their own products, resulting in a hybrid
model of both design services and self
generated revenue.

16. @cathycracks @nunoandrew
The Startup Studio
A new model of creating products/
services/businesses within an studio
context. Experimenting with the idea of
an studio model that can create and
launch multiple startups.

17. @cathycracks @nunoandrew
2011, $50M, 1.4M2005, $11.5M, 2.7B
2005, n/a, 190M 2004, n/a, 130M/mo. 2006, $3M, 55M/mo. 2007, $125M, 31.5M
2005, $51.6M, 12M 2010, $7.5M, 10M 2010, $9.8M, 7M 2004, n/a, 3.7M
2005, $51.6M, 12M 2005, $21.6M, 3M 2009, $3.7M, 2M 2009, $450K, 1.2M2010, $11.2M, 1M 2006, $0M, 1M
2008, $120M, ?M 2009, $169M, ?K 2007, $19.7M, 350K 2009, $2M, ?K2009, $550K, ?K
2010, $37M, 72M2010, $60.5M, 3.5M
in various startups
Designers as (co)founders
2010, $255K, 43K

18. @cathycracks @nunoandrew
Design leaders in enterprises
2012 JUNE
Mauro Porcini.
CDO
2010 MARCH
Rogier van der Heide.
CDO
2014 MARCH
Ernesto Quinteros.
CDO
2012 JUN
Choi Gee Sung, Chief of
design made CEO
2013 July
Derek White.
CDO
from CDOs to designers in the executive positions
Design is not lumped together with marketing anymore. Big enterprises are putting design right in the c-suite.

19. @cathycracks @nunoandrew
Chief Design Officer
Apple

20. @cathycracks @nunoandrew
The corporation incubators
Corporate Startup Accelerators Corporate Venture Funds
Labs
The infrastructure & financial backing from enterprise go well to the fast-paced startup, to spark new ideas and foster design thinking.

21. @cathycracks @nunoandrew
How practical business strategy is moving forward
parallel to design thinking
1989
Benchmarking
2009
Business
Model
Innovation
1995
Digital Strategy
2003
Open Innovation
1969
SWOT Analysis
2005
Blue Ocean
Strategy
We are seeing trends of how design thinking are becoming close to traditional management consulting strategies.

22. @cathycracks @nunoandrew
Unified competency
Human/User
Technology
Business
Brand UNICORN
The industry is moving towards an unified competency of different areas. This cultural shift will help organisations be future-ready.

23. @cathycracks @nunoandrew
I NEED 50
WIREFRAMES NO.

24. @cathycracks @nunoandrew
I NEED 20
WIREFRAMES NO!

25. @cathycracks @nunoandrew
I NEED 20
WIREFRAMES WHY?
Design is not about the deliverables. It’s about delivering value.

26. @cathycracks @nunoandrew
Design is not about the
deliverables.
Design is a way of thinking.

27. @cathycracks @nunoandrew
Design thinking can be described as a
discipline that uses the
designer's sensibility and methods to match
people's needs with what is
technologically feasible and what a
viable business strategy can convert into
customer value and market opportunity.
Tim Brown

28. @cathycracks @nunoandrew
Tim Brown
Graph from IDEO

29. @cathycracks @nunoandrew
We all know the design process
DISCOVERY VISION BUILD
Thinking
INTEGRATION
Designing Realising
LAUNCH
DEFINITION
Graph Curtesy of Great Fridays

30. @cathycracks @nunoandrew
let’s really simplify the design process…
How is it going?How are we doing it?What are we doing?Why are we doing this?

31. @cathycracks @nunoandrew
IDEA 1 IDEA 2
80% user goals met 65% user goals met
75% technical feasibility 90% technical feasible
3months to complete 4monthsto complete
Each one of the ideas might be more desirable for different roles in different organisations.

32. @cathycracks @nunoandrew
Goals What problems are there? what problems could there be?
User Experience What are the user’s needs and goals?
Technology Can the technology platform support the idea?
What are the considerations?

33. @cathycracks @nunoandrew
DESIGN THINKERS
doing the great balancing act.

34. @cathycracks @nunoandrew
What are the considerations?
Goals What problems are there? what problems could there be?
User Experience What are the user’s needs and goals?
Technology Can the technology platform support the idea?
Organization Does the organization have the right resources for this?
Business Process Are there other processes involved in making the idea happen?
Financial How much does it cost, and how much of a return can be expected?

35. @cathycracks @nunoandrew
Business
(Viability)
Technology
(Feasibility)
People
(Desirability)
experience
innovation
The balancing act of
business, people, and
technology.

36. @cathycracks @nunoandrew
INFORM
INFLUENCE

37. @cathycracks @nunoandrew
Business
(Viability)
Technology
(Feasibility)
People
(Desirability)
We inform business
decisions based on our
visible knowledge
areas.

38. @cathycracks @nunoandrew
Business
(Viability)
Technology
(Feasibility)
People
(Desirability)
We influence business
decisions based on our
understanding of
business.

39. @cathycracks @nunoandrew
THIS IS
DESIGN
THINKING
Business
(Viability)
Technology
(Feasibility)
People
(Desirability)
experience
innovation

40. @cathycracks @nunoandrew
what is the
driving force of a
feature?
Works.io
What is the reason that there’s no filter or recommendation engine at the current state of the site?

41. @cathycracks @nunoandrew
how many users do you
need before you have a
recommendation engine?

42. @cathycracks @nunoandrew
The many considerations of product roadmap
2015 2016 2017 2018
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
PlatformsDevKPIs
online art fair
market place
data Science
recommendation engine
internationalisation
analytics
exhibition galleries
acquisition growth 1.2% Market share at 15%
seed round A round
Funding
Works.io
A feature is more than just the consideration of users. There are many moving parts around a business to be taken into account.

43. @cathycracks @nunoandrew
Look ma, I am designing a business
Acquisition Rate
Revenue
Works.io
But really, there are so many things to consider in conjunction of product.

44. @cathycracks @nunoandrew
We are designing a
business!

45. @cathycracks @nunoandrew
The designer’s questions for business
how to make sense of
ideas from multiple
sources?
how do you prioritize
and build on the good
ideas?
how do you factor
constraints and
capabilities to make
the ideas happen?
how do you take
different people’s
needs into
consideration?
how do you measure
the impact of the
idea?
how much effort is it
needed to make the
idea happen?
the same questions that we ask in design process can be applied to how business decisions are made

46. @cathycracks @nunoandrew
LEADERS,
untitled or otherwise, realize the extraordinary impact
they can have on others and the world around them.
They consciously choose to exercise their abilities,
skills, and knowledge to help make a difference.
Mark Sanborn
You don’t need a title to be a leader

47. @cathycracks @nunoandrew
DESIGNERS,
untitled or otherwise, realize the extraordinary impact
they can have on others and the world around them.
They consciously choose to exercise their abilities,
skills, and knowledge to help make a difference.
We believe that the same quality applies to designers. You don’t need “design” in your title to be a design thinker

48. @cathycracks @nunoandrew
Problem Solution SolutionUnderstand Problem
Abductive
Thinking
Business Thinking Design Thinking

49. @cathycracks @nunoandrew
to a hammer, everything is a nail

50. @cathycracks @nunoandrew
The car runs on fuel.
You don’t start the car with fuel,
you start it with electricity.
Jim Dawton

51. @cathycracks @nunoandrew
Design is the key variable to kick start and drive transformation to the future

52. @cathycracks @nunoandrew
Let’s think business design

53. @cathycracks @nunoandrew
how does a
wildlife trust
innovate its
business?

54. @cathycracks @nunoandrew
how does a
wildlife trust
innovate its
business?
Re-selling service package to healthcare
providers for mental illness patients.

55. @cathycracks @nunoandrew
8Putting design thinking in practice
discover the bigger system
balance the different elements within the system
define new future

56. @cathycracks @nunoandrew
We are all design thinkers.

57. @cathycracks @nunoandrew
Thank You.
Webvisions Barcelona
2015
Cathy Wang
@cathycracks
Nuno Andrew
@nunoandrew

58. @cathycracks @nunoandrew
Books
http://www.amazon.com/Change-Design-
Transforms-Organizations-Innovation/dp/
0061766089
http://www.amazon.co.uk/Business-Model-
Generation-Visionaries-Challengers/dp/
0470876417/
http://www.amazon.com/You-Dont-Need-Title-
Leader/dp/0385517475
Cathy Wang
@cathycracks
Nuno Andrew
@nunoandrew

59. @cathycracks @nunoandrew
http://en.wikipedia.org/wiki/Travelling_salesman_problem
References
Traveling Salesman Problem
Cathy Wang
@cathycracks
Nuno Andrew
@nunoandrew
http://designerfund.com/infographic
Designer as Founders
http://www.designerfounders.com/
Woks.io
http://works.io
Monument Valley / Ustwo
http://blog.monumentvalleygame.com/blog/2015/1/15/monument-valley-in-numbers
https://hbr.org/2015/06/navigating-the-dozens-of-different-strategy-options
Strategy Options
Wildlife Turst UK & Mental Illness
http://www.wildlifetrusts.org/tackling-mental-illness
Electric Car by Yorlmar Campos from the Noun Project
Credit
https://thenounproject.com/term/electric-car/88448/
Nesta + Makeshift - The startup studio
http://www.nesta.org.uk/event/startup-studios
http://designthinking.ideo.com/?p=49
Design Thinking
Capital One / Adaptive Path
Design Agency Acquisitions
Mckinsey / Lunar
Accenture / Fjord
Facebook / Teehan + Lax
EPAM / Great Fridays
GlobalLogic / Method
Google / Mike & Maike