This textbook aims to guide, instruct and inspire the next generation of innovation designers, managers and leaders. Building upon an evidence-based innovation development process, it introduces, explains and provides visual models and case examples of what Business Design is, how it is applied across sectors and organizations, and its impact on decision-making and value creation.
Students will read and analyze design-led innovation business cases from across the globe, discover multi-disciplinary strategies (from marketing to anthropology) and practice applying a designer’s toolkit to find, frame, and solve business problems in contemporary ways. Throughout the book, students will break down the process of innovation and move from initiation to implementation, engage in iterative feedback loops, and develop concrete plans for personal and professional collaboration and workplace application.
For MBA and senior undergraduate students, this book offers a step-by-step and comprehensive reference guide to creative problem framing and solving – inside and beyond the classroom. It integrates marketing principles and management frameworks, with anthropological and design methods reflecting the diverse and in-demand skills vital to tomorrow’s workforce.
For instructors, this book offers a way to confidently engage learners in the realm of design practices and strategies relevant to business decision-making. The pedagogical framework, along with a comprehensive suite of techniques and templates, offers both novice and experienced teachers a step-by-step reference guide that facilitates skills development in creative problem framing and solving.
Author(s): Angèle M. Beausoleil
Publisher: Palgrave Macmillan
Year: 2022
Language: English
Pages: 240
City: Cham
Preface
Acknowledgements
Contents
Abbreviations
List of Figures
List of Tables
1 Introduction to Design-Driven Innovation
1.1 Introduction
1.1.1 Warm Up Exercise: Word Association
1.2 Defining and Demystifying Innovation
1.2.1 Discussion Exercise: Objects and Actions—Innovation as You See It
1.3 Key Influences and Orientations
1.4 Critical Factors and Skills
1.5 Innovation Development: Past and Present
1.5.1 Case Map Example: Blockbuster and Netflix
1.6 Organizations: To Design or Not to Design
1.6.1 Former Innovators: RIP
1.6.2 Resilient Innovators: Survivors
1.7 Summary and Reflection
2 Introduction to Business Design
2.1 Introduction
2.1.1 Warm Up Exercise: Design an Object
2.2 What Is Business Design?
2.2.1 Discussion Exercise: Designed Innovation
2.3 Designing Change and Managing Innovation
2.4 Business Design Method: Four Steps to Design-Driven Innovation
2.5 Chapter 2: Summary and Reflection
References
3 Business Design Method Step 1: Start
3.1 Introduction
3.1.1 Warm Up Exercise: Story of Me
3.1.2 Part I: Initiating Innovation by Design
3.1.2.1 Human-Centred Design Mindsets
3.1.3 Innovation Teams and Participant Types
3.1.4 Chapter 3: Part I—Summary and Reflection
3.2 Part II: Initiating a Business Design Challenge
3.2.1 Warm Up Exercise: Pass the Message
3.2.2 Innovations Team Forming
3.2.2.1 Exercise: Personal SWOT
3.2.2.2 Exercise: Team SWOT
3.2.3 Team Forming and Innovation Design Brief Crafting
3.2.4 Chapter 3: Part II—Summary and Reflection
Anchor 15
4 Business Design Method Step 2: Find
4.1 Introduction
4.1.1 Warm Up Exercise: Trading Card
4.1.2 Part I: Need Finding as Qualitative Research Method
4.1.2.1 Generating Insights from Need Finding
4.1.2.2 Case Examples: How Have Organizations Used Need Finding?
4.1.3 Key Design Research Methods: Observational Research and Empathy Interviews
4.1.4 Creating a Lean Field Research Plan
4.1.4.1 Preparing for Field-Based Research
4.1.4.2 Empathy Interviews
4.1.5 Part I: Summary and Reflection
4.2 Part II: Thick Data Collection and Analysis
4.2.1 Warm Up Exercise: Items Sorting
4.2.2 Thick Data Analysis
4.2.3 Data Sorting: Sift, Sort and Label
4.2.4 From Analysis to Synthesis
4.2.4.1 Exercise: Insight Statements
4.2.4.2 Exercise: Problem Statement (with Insight)
4.2.5 Design Critique Session = Feedback Loop
4.2.6 Part II: Summary and Reflection
5 Business Design Method Step 3: Frame
5.1 Introduction
5.1.1 Warm Up Exercise: Alternative Uses
5.1.2 Part I: Framing the Right Problem to Solve
5.1.3 Framing Personas from Insights and Problem Statements
5.1.3.1 Exercise: Empathy Map
5.1.3.2 Exercise: Personas
5.1.4 Framing Problems and Questions for Ideation
5.1.4.1 Exercise: How Might We Question
5.1.5 Design Critique Session = Feedback Loop
5.1.6 Part I: Summary and Reflection
5.2 Part II: Framing Ideas, Analogies and Prototypes
5.2.1 Warm Up Exercise: Analogy Maker
5.2.2 Creative Framing and Ideation
5.2.2.1 Generating Ideas Using Metaphors and Analogies
5.2.2.2 Exercise: Rapid Ideation
5.2.3 Framing Prototypes from Ideas
5.2.3.1 Exercise: Rapid Prototyping
5.2.3.2 Exercise: Journey Map
5.2.4 Design Critique Session = Feedback Loop
5.2.5 Part II: Summary and Reflection
6 Business Design Method Step 4: Solve
6.1 Introduction
6.1.1 Warm Up Exercise: Paper Airplanes
6.1.2 Solving the Right Problem Through Prototyping
6.1.3 Evaluating Problems Through Prototypes
6.1.4 Evaluation Strategies for Prototypal Solutions
6.1.5 Part I: Summary and Reflection
6.2 Part II: Solving Through Implementation
6.2.1 Warm Up Exercise: Story Madlib
6.2.2 Storytelling
6.2.2.1 Exercise: Three-Act Story
6.2.3 Designing a Pilot Implementation Plan
6.2.3.1 Wayfinding: Designing Better Plans and Pathways
6.2.4 Designing Performance Measures
6.2.5 Part II: Review and Reflection
7 Reflective Practice and Design
7.1 Introduction
7.1.1 Warm Up Exercise: Success Paths
7.2 Reflection Is the Most Impactful Strategy
7.2.1 Teaching, Learning and Assessing Reflective Practice
7.2.1.1 Exercise: Reflection Paper
7.2.1.2 Exercise: Journaling
7.2.1.3 Exercise: One-Minute Paper
7.2.1.4 Exercise: Free Writing
7.2.1.5 Exercise: Free Drawing
7.2.2 Reflecting on Business Management Tools
7.2.3 Reflecting on the Business Design Learning Journey
7.2.3.1 Exercise: 360 Reflection and Evaluation
7.2.3.2 Exercise: Personal Learning Journey Map
8 Templates and Worksheets
8.1 Introduction
8.2 7 Chapter 1: Templates and Worksheets
8.3 7 Chapter 2: Templates and Worksheets
8.4 7 Chapter 3: BDM Step 1: START Templates and Worksheets
8.5 7 Chapter 4: BDM Step 2: FIND Templates and Worksheets
8.6 7 Chapter 5: BDM Step 3: FRAME Templates
8.7 7 Chapter 6: BDM Step 4: SOLVE Templates
8.8 7 Chapter 7: Reflection Templates
Appendix
Glossary
Index
