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Design of Business

Updated: Apr 20, 2019


Design of Business - Design Thinking Approach in Value Management for Organizations


MDes ID&BM Capstone Thesis

Keywords:

  • Value Creation

  • Value Management

  • Strategic Management

  • Design Management


INTRO

The design of business had never been so wanted, integration of design thinking had been the buzzword since the exponential growth of design-centric companies had been proven. The bonding between Design and Business had now been recognised, but the difference in language, mindset and perspective in value made it an intricate yet rewarding. What and how could organizations prepare themselves to catch the ride on becoming one of the design-centric company? This study aims to analyse the similarity between Design and Business processes, and their way of delivering values. Aligning the differences with a common tool, allowing designers, business managers and other key decision makers to effectively create, capture and retain meaningful value for the users. Pursuing the ultimate goal of transforming into a design-centric company.


“A bird’s-eye view of design challenges, coupled with a microscopic attention to detail, allows both business managers and design managers to use a shared vocabulary and to make better decisions.”

(Machado, 2016, p. 48)

The Triple diamond model was developed base on multiple design and business tools, roadmap that showcasing all main business structures that enable value creation, capture & retain. Using design thinking and the creative process to strengthen the linkage between integral parts of the business processes. Encourage a more effective way to extract values from knowledge, translating it into a meaningful value proposition for the relevant stakeholder.


During the research there are very specific business processes and related management system inline, but a gap in translating the strategy into a viable business for the company, so how does the value capture mechanism generated? How does it translates invisible and intangible corporate strategies into a more visible and tangible product / values for the target users? To conclude the Business Model is one the key creative process within a business that importance was overlooked.

The goal of this thesis could be perfectly concluded within the quote from Machado on the right, creating a platform that could be understood and unutilized by key decision makers across different disciplines from designers to senior management or more.


By having key process and deliverables identified for easy identification and implementation. It could then be adopted to the organizational process hence accommodating the strategic value in design, and assisting the transformation towards a design-centric company.


With a common ground in place, it should improve the efficiency in creating & transferring value in a meaningful way, capturing the value as well as retaining it, staving for continuous improvement through the company and its business.

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