The document outlines the evolution of the 'design at business' network, highlighting the need for a people-centric approach in large enterprises facing rapid changes in innovation and workforce dynamics. Established in 2010, the network now includes 150 organizations and focuses on accelerating design thinking to foster collaboration and innovation across industries. It details various initiatives, meetups, and resources created over the years to support community members in adopting design thinking strategies.

1. THIS WAS 2016
WHAT’S NEXT?
December 2016

2. CONTENT
ABOUT DESIGN AT BUSINESS
REVIEW 2016
OUTLOOK 2017

3. ABOUT
DESIGN AT
BUSINESS

4. Large enterprises are facing a FAST-CHANGING ENVIRONMENT:
innovation cycles are getting shorter, markets are being disrupted, new
technologies and business models evolve. The labor market is going
through a profound change as well: the “new generation” wants to be
led differently, working models are being put upside down, and
organizations are preparing the next leap forward in evolution of work.
A people-centric approach is a KEY DIFFERENTIATOR for companies
that want to stay relevant in this fast-changing business world and to
offer solutions that MEET HUMAN NEEDS: internally when it comes to
purpose, culture, or collaboration, as well as on the market or in society.
The cross-company network Design at Business was founded in 2010 in
order to explore, master and grow Design Thinking as a design-led
approach to innovation inside large corporations. The goal of this
network is to ACCELERATE THE ADOPTION PROCESS across large
companies and industries, and to drive the next generation of Design
Thinking and cross-company collaboration together.
WHY

5. We accelerate Design Thinking as a people-centric
innovation approach across large enterprises
worldwide.
OUR MISSION

6. 150 ORGANIZATIONS ARE PART OF DESIGN AT
BUSINESS
Core members:
Founder:
… and 110 more
Members:

7. There’s a lot of lessons learned at SAP, a lot of things that we
would do differently, and we feel that in sharing our
experiences we can UPLIFT THE ENTIRE INDUSTRY.
Sam Yen, Chief Design Officer, SAP
Within SAP we were in the middle of a RADICAL CHANGE
bringing design thinking into our company and I knew we
were not alone on this.
Tobias Haug, Head of Design- & Co-Innovation Center EMEA, SAP
The community is important because we are also on the same
journey at Philips. (… ) So we are LOOKING FOR PEERS and other
companies to share knowledge
and experiences, to learn from each other.
Maarten Rincker, Team Lead Cocreate, Philips Design
“
DESIGN AT BUSINESS
We’ve experienced this community already for six years as a very
open-minded group of people and we’ve LEARNED already a lot.
Katharina Berger, Head of Design Thinking, Deutsche Bank
“

8. FOR INDIVIDUALS FOR COMPANIES
• Find peers who share the same
challenges
• Get one-on-one support from
experienced Design Thinkers
• Drive the next generation of DT in large
businesses
• Gain insights and new inspiration for
daily work & challenges
• Learn faster and accelerate the adoption
of Design Thinking (all in the same boat)
• Grow Design Thinking strategically and
sustainably
• Establish thought leadership in design-
driven innovation culture
• Create new models for co- innovation
across companies
WHAT’S IN IT?

9. OUR WORKING PRINCIPLES
1. We, not they
3. Challenges, not shiny success stories
4. Hands-on, not consumption
5. Ongoing, not ending
2. Content, not sales

10. REVIEW 2016

11. NETWORK GROWS
Europe
Led by Maren Christin Mueller
• Bringing together 165 people from 60 companies at 1
meetups and one conference
• Working with the sounding board on the community’s
direction in 2 virtual meetings and 2 workshops
• Co-created and shared assets:
• Book “Creative Space in Corporate Environments”
• Conference Report
• 8 blog articles
• 13 videos
• 3 ”Innovate by design” podcasts with DTX published
New Chapter: North America
Led by Deepa Iyer
• Working with a group of 10 people
from 4 companies at 3 virtual
meetings and 1 workshop
• 8 knowledge sharing virtual
meetings
• Co-created and shared assets:
• “Design Thinking mindsets”
• 1 blog article
• 2 videos
New Chapter: India
Led by Lakshman Pachinaela Seshadri
15 people from 9 companies kicking off
Design at Business in India at one
meetup
Global reach
• 403 direct contacts in total (+367 in 2016) from 150 different
organizations (+120 since January 2016)
• 150 active members from 60 large enterprises
• 500 followers on Twitter and Facebook (+500 in 2016)
• 473 members in LinkedIn Group (+ 273 in 2016)
• 15 DatB Newsletters sent to 400+ subscribers

12. OUR JOURNEY
• Toby looking for peers
• Meeting several times at the same
conferences
International
Conference with
110 people
1st
Meetup
in India
Meetup at
Philips
Working
group about
“Mindsets”
Merger with
d.forumMeetup at SAP
AppHaus
• More people get
trained
• New focus: large
enterprises, face to
face meetings
• Founded own group
for exchange
• Google hangout calls
Meetup at
Siemens
Tobias Haug
Lakshman
Pachineela
Seshadri
Maren Christin
Müller
Andrea
Anderson
Deepa
Iyer
2010 2016
10 companies
150 companies10 change makers
400 change makers
Meetup at
Daimler

13. April 14th & 15th in Eindhoven,
Netherlands
33 people
from 16
companies
Prototyping
New Realities
Connecting
Lean, Agile,
VP Design &
Design
Thinking
Organizational
Trans-
formation
Scaling
Design
Thinking
Delivery in an
organization
Setting the
Design
Thinking
spirit
Main Topic Small Group Topics
MEETUP
Meetup report:
https://experience.sap.com/basics/food-for-
prototyping/

14. Aug 30th – Sept 1st, New York
Organization
Models for DT
Skillsets of a
Design
Thinker
Mindsets of
a Design
Thinker
Meetup report:
https://www.linkedin.com/pulse/design-
business-20-new-season-thinking-large-hannah-
lippe?trk=prof-post
WORKING
11 people
from 4
companies

15. MINDSETS OF A DESIGN-MINDED
INTRAPRENEUR
Why do we care about mindsets?
Generic mindsets described in context of design
thinking fall short of what makes successful design-
minded intrapreneurs in large businesses.
A group of design-minded industry thought leaders
created a joint manifesto describing what “mindset”
enable a design-driven culture, and have been
syndicated by others. These are documented.
Mindsets of a design-minded intrapreneur:
• Shamelessly human centered
• Confidently iterative
• Courageously committed
• Respectful instigator
• Business Aware
For any questions, contact Deepa Iyer (deepa.iyer@sap.com), NA Community Strategist, Design at Business

16. http://www.slideshare.net/DesignAtBusiness/design-at-business-conference-2016-report
CONFERENCE REPORT:
PHOTOS, VIDEOS, SLIDES:
www.designatbusiness.com/datb16.html

17. November 22nd in Bangalore, India
MEETUP
Main Topic
Contact:
lakshman.pachineela.seshadri@sap.com
15 people
from 9
companies
Operating
Model
Topics and
Meetups in
2017
Subtopics
Design at
Business India
Main topic
Mission of
Design at
Business
India

18. Measure
success of DT
Sustainably
adopt Design
Thinking
Group Challenges
December 9th in Moehringen,
Germany
MEETUP
Meetup report:
https://www.linkedin.com/pulse/design-
business-visits-daimler-dr-daniel-
biedermann?trk=prof-post
STELLA at
Daimler
Best practice
Sync
different
approaches
inside the
organization
20 people
from 8
companies

19. A book about creative spaces inside
corporate environments with stories
from
CREATIVE SPACE
DOWNLOAD
THE BOOK:
https://goo.gl/forms/Pw01qfNcYAy0Ct0i1

20. 2017:
WORKING ON
THE FUTURE OF
THE NETWORK

21. SOUNDING
In 2016, the Sounding Board was founded by community members from various companies (Microsoft, Nestlé,
Philips, SAP, Siemens, Swisscom and Volkswagen). Their goal is to co-create the strategy and framework of the
community, as well as to collect feedback in order to guide the community’s direction and focus. Next milestones
are: setting a legal framework for cross-company projects, formulating a business case and creating a membership
model.

22. BIG PICTURE
MISSION:
Accelerate Design Thinking as a people-centric innovation approach across large enterprises worldwide.
CONNECT SHARE LEARN CO-CREATE
GOALS:
ACTIVITIES:
We connect Design
Thinkers from different
with a similar maturity
level face to face in a
trusting environment.
We document, consolidate
and share our company’s or
co-created resources on
specific topics (in public /
the community / in a
working group).
We teach each other
relevant skills, and
organize co-designed, high
quality trainings sessions.
We co-create new
approaches for our
challenges by doing
research, synthesizing
results, and publishing a
common point of view.
• Meetups
• Conference
• Partnerships
• Contacts
• Company-related assets,
e.g. presentations, talks
• Newly created assets,
e.g. working groups or
blog articles
• Cross-company
trainings, e.g. coach
camp
• Expert talks
• Impact Week
• Sounding Board
• Working Group
outcomes
• Publishing projects, like
creative space book

23. PROGRAM 2017
Topics & Projects
FACE TO FACE
4 Meetups in Europe* (one per
quarter) at Swisscom in March,
Deutsche Telekom?, Royal Bank of
Scotland?, Nestlé?, Microsoft?
4 Meetups in North America** in
collaboration with DTX and
Enterprise UX
4 Meetups in India*** at Fidelity or
Walmart (Q1), Philips (Q2), Intuit
(Q3), Siemens (Q4)
ONLINE
New Website to facilitate
networking and sharing
Outcomes:
• Legal framework (co-created
by the sounding board)*
• “Starter Package” for Hosts
and Working Groups
• Shareable results from
working groups
SHARE LEARN CO-CREATECONNECT
Working Group Topics:
• Skillset of a Design Thinker**
• Organization model and set-
up for DT**
• Adding value with DT in agile
development*
• Organizational Prototyping*:
– Prototyping for processes
– Prototyping new realities:
learning from failure
• Role of Design in the Digital
Transformation*
+ your topics!
Projects:
• Cross-company Coach Camp*
• Hackathon***
• Impact Week*
• Expert Talks / Trainings
• New Website for sharing and
collaboration**
* contact: Maren Christin Mueller
** contact: Deepa Iyer
*** contact: Lakshman Pachinaela Seshadri

24. HOW TO GET INVOLVED
CONNECT SHARE LEARN CO-CREATE
Join or host a Meetup in
one of our regions
Lead a working group on a
specific topic, or contribute
to a group with your
experience
Take part in or lead a
project
Work with other community
members in a group on
shareable outcomes
Your action items:
Host a Meetup and/or propose your working group topic and drive it!
Reach out to Deepa deepa.iyer@sap.com (North America)
Maren maren.chrstin.mueller@sap.com (Europe)
Lucky lakshman.pachineela.seshadri@sap.com (India)
Subscribe to our mailing list to receive updates about meetups, projects and
working group leads via E-Mail under www.designatbusiness.com

25. © 2016 Design at Business
Concept & Text
Maren Christin Mueller, SAP
Ann-Sofie Ruf, SAP
Design
Hyun Lee, SAP
Photos
About Design at Business: Jason Terschueren, Berlin
Review 2016: Bas Griffioen; Maren Christin Mueller; Daniel Stolz; Graciela Arango
Other: private
This content is created for the Design at Business Community under Creative Commons License
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0).
More information: https://creativecommons.org/licenses/by-nc-nd/4.0

26. MAREN CHRISTIN MUELLER
Design Community Strategist / Europe
SAP Design and Co-Innovation Center
maren.christin.mueller@sap.com
https://de.linkedin.com/in/marencmueller
www.designatbusiness.com
https://www.linkedin.com/groups/6802824
https://twitter.com/DesignAtBiz
https://www.facebook.com/designatbusiness/
DEEPA IYER
Design Community Strategist / North America
SAP Labs Palo Alto
deepa.iyer@sap.com
https://www.linkedin.com/in/iyerdeepa/de
CONTACT