Design Thinking: Origins & Principles for Business Innovation, Appunti di Management Theory

Scarica Design Thinking: Origins & Principles for Business Innovation e più Appunti in PDF di Management Theory solo su Docsity! Origins of Design Thinking Usually buyers belong to two categories: strategic consultants and technology vendors that usually are more focus on software. Reason for these type of company to buy design agency and get in contact with the design thinking approach: - Branding Positioning: is the less relevant one; industry are characterise also by fashion phenomena. A loot of company buy at leas one design agency to be at the same level of competitor. - Integrate services that they didn’t provide: it start especially after the crisis when lot of strategic consultancy loose their competitive advantage that was mainly connected to the “certification value”. Clients start to look at the additional value so as the consequence the company start to shop in these agency in order to integrate service the usually they didn’t provide. These strategic consultancy start to work agh the strategic level without provide a final solution that was taken from the design agency (the empowerment of the direction in a complete solution that can generate value on the market). - Innovate the way people work: design thinking is becoming more an approach that doesn't aim to create a new output but in innovate the way people work. By now the goat interest from especially strategic consultancy is adopting DT for making organisation transformation or changes, more from a cultural point of view that an innovative one. Design thinking Ecosystem Suppliers: organisation that are providing support for DT services. Incubator, co-working spaces provider Company that deliver service and are adopting DT as reference framework for deliver services. We have 4 clusters: - Digital Agency: they are usually smaller, organisation that usually come from the web or graphic industry and they are reinventing themselves to propose into the market - Strategic consultancy - Technology Developers: company that look at DT from a software perspective, like google… - Design studios: the one that we consider as incumbent. There are also many Startup that are providing technologies able to improve/support DT services (tools for business analytics, data, 3d printing..) and any kind of technology that can support the specific phase of the DT process. There are also organisation that are buying DT services for internal reasons. Design thinking Definition DT is not a new phenomena, what is changing the ecosystem around, the domain where design thinking is applied. As the consequence using different people in different context also the framework will slightly change. Now we are trying to understand how these framework is reshaped according to the fact that the challenges that people using design thinking are facing are different from the previous one. Different domain will change also the way that design thinking is used. Design thinking that mainly is adopted by company now is strictly connected to a way to interpretative design used especially in North America. Design thinking become relevant inside organisation between 2005-10 when one design agency was able to convince the market that design was not just a tactical tool that you can use during the developing phase, is not just a set of competence that can help you in shaping and consulting the concept that is already in mind of the manager; but they were able in positioning design at these stage: Design thinking is that discipline that can allow you to nurture the innovation process instead of contribute of a piece of it; it can allow you to reframe the problem that you are already facing in an original way. 1