This session will delve into the emerging role of design as a game changer for big corporations in the challenge of business transformation and competition with the startups world. Through a few examples, I will show how new design discipline such as service and strategic design can help even big corporations evolve their organization, empower the human experience and embrace the nimbleness and fast paced innovation practices typical of the startup ecosystem.

1. Design for
corporate transformation

4. Disruptors are setting a
new level of expectation

5. the vast majority of the market is not
made by early adopters

6. Market segments
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7. Players on the market
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8. LEADERSEARLY FOLLOWERSFOLLOWERSLATE FOLLOWERS STARTUPS
Value per customer

9. LEADERSEARLY FOLLOWERSFOLLOWERSLATE FOLLOWERS STARTUPS
Business strategy
Disrupt
existing markets
Build
exponential organizations
Try to
transform their business
Try to
survive

10. LEADERSEARLY FOLLOWERSFOLLOWERSLATE FOLLOWERS STARTUPS
Business strategy
Build
exponential organizations
Try to
transform their business
Try to
survive
Disrupt
existing markets

11. The business
transformation

12. implement leaders
models
reshape the internal
service & org. model
use technology to
empower workforce
the transformation challenge
convert into
exponential

13. Future market
Human
expectations
Technological
opportunities
Business
transformation
Past Now Soon Tomorrow Future
ARTIFICIAL
INTELLIGENCE
WEB
MOBILE
SMAC
ROBOTICS

14. Future market
Human
expectations
Technological
opportunities
Business
transformation
Opportunity
space
ARTIFICIAL
INTELLIGENCE
WEB
MOBILE
SMAC
ROBOTICS

15. HOW TO MOVE IN THIS SPACE
we need to design for this opportunity space

16. HUMAN EXPERIENCE
PRODUCTS & SERVICES
PLATFORMS
PROCESSES & ORGANIZATION
TOOLS
HUMAN EXPERIENCE
TRASFORMING
from human
to human
by technology

17. service / strategic
design
product / system
design
design / experience
research
business
design
Transformational Thinking

18. 3 principles to approach
the transformation challenge

19. 1. OBSESSION
Enhance the
human experience
making technology
a partner

20. 2. NO LIMITS (NO COMFORT ZONE)
Co-design new service
models across all silos
and channels

21. 3. EXPERIMENTATION
Prototype, pivot, and scale
new phygital technologies
in an iterative and
unprecedented way

22. A VISION ON THE FUTURE VALUE
build a future where people live experiences
over their expectations

23. Thank you
@lucamascaro
www.sketchin.ch