This presentation serves as an introduction to the Business Design process. All material is copyright 2010 Rotman DesignWorks.

1. VIDEO PODCAST
www.rotmandesignworks.ca
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

2. Business Design Practicum
MGT2515 Winter 2010
Introduction to
Business Design
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

3. DESIGN
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

4. THE GAME RULES ARE
CHANGING
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

5. THE CHALLENGES ARE
COMPLEX
ECONOMIC
SOCIAL
ENVIRONMENTAL
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

6. THE CHALLENGE:
TO COMPETE & PROSPER
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

7. “Business people don’t just need to understand
designers better; they need to become designers.”
Roger Martin, Dean of Rotman, 2005
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

8. BETTER, FASTER WAYS TO
CREATE
Customer Value Enterprise Value
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

9. VALUE
OF DESIGN
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

10. THE VALUE OF DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

11. THE VALUE OF DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

12. THE VALUE OF DESIGN
ROI
STYLE
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

13. THE VALUE OF DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

14. THE VALUE OF DESIGN
ROI
FUNCTION
& FORM
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

15. THE VALUE OF DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

16. THE VALUE OF DESIGN
ROI
PROBLEM
SOLVING
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

17. THE VALUE OF DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

18. THE VALUE OF DESIGN
ROI
STRATEGIC
FRAMING
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

19. THE VALUE OF DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

20. THE VALUE OF DESIGN
BUSINESS
DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

21. THE VALUE OF DESIGN
ROI
Design Maturity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

22. THE VALUE OF DESIGN
BUSINESS
DESIGN
ROI STRATEGIC
FRAMING
PROBLEM
SOLVING
FUNCTION
& FORM
STYLE
Design Maturity
Source: bplusd.org/designworks
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

23. BUSINESS BUSINESS DESIGN
SOLUTIONS
SUCCESS
DESIGN
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

24. Business Success = Great Design
BUSINESS BUSINESS DESIGN
SOLUTIONS
SUCCESS
DESIGN
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

25. BUSINESS DESIGN:
METHODS AND MINDSETS
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

26. EMPATHY & DEEP HUMAN
UNDERSTANDING
discovering unmet needs and new markets
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

27. EMPATHY & DEEP HUMAN
UNDERSTANDING
MEASUREMENT EMPATHY
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

28. EMPATHY & DEEP HUMAN
UNDERSTANDING
Nike
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

29. REFRAMING
THE OPPORTUNITY
seeing the ‘whitespace’
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

30. REFRAMING
THE OPPORTUNITY
NARROW BROAD
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

31. REFRAMING
THE OPPORTUNITY
Engineering the bike Engineering the rider
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

32. DIVERSITY AND MULTI-DISCIPLINARY
COLLABORATION
working towards more robust solutions
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

33. DIVERSITY AND MULTI-DISCIPLINARY
COLLABORATION
SIMPLE COMPLEX
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

34. DIVERSITY AND MULTI-DISCIPLINARY
COLLABORATION
Seaside charette
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

35. ABILITY TO IMAGINE
NEW POSSIBILITIES
creating new-to-the-world solutions
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

36. ABILITY TO IMAGINE
NEW POSSIBILITIES
PROOF VISION
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

37. ABILITY TO IMAGINE
NEW POSSIBILITIES
FedEx
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

38. ITERATIVE PROTOTYPING
MAKING THE ABSTRACT CONCRETE
thinking and communicating by visualizing
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

39. ITERATIVE PROTOTYPING
MAKING THE ABSTRACT CONCRETE
Cost/ Explore Cost/
Risk Big idea Risk
Market
Testing
Resolution Resolution
EXPERIMENT VALIDATE
Source: Rotman DesignWorks
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

40. ITERATIVE PROTOTYPING
MAKING THE ABSTRACT CONCRETE
Google
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

41. EMBRACING CONSTRAINTS
AS A SOURCE OF CREATIVITY
inspiring smart & resourceful solutions
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

42. EMBRACING CONSTRAINTS
AS A SOURCE OF CREATIVITY
ABUNDANCE SCARCITY
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

43. EMBRACING CONSTRAINTS
AS A SOURCE OF CREATIVITY
IKEA
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

44. SYSTEMS THINKING
IN CREATING NEW MODELS
designing new ways to deliver value
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

45. SYSTEMS THINKING
IN CREATING NEW MODELS
CORPORATE STRATEGY
Manufacturing
Marketing
Finance
R&D
IT
PARALLEL NETWORK OF
SYSTEMS ACTIVITIES
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

46. SYSTEMS THINKING
IN CREATING NEW MODELS
APPLE
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

47. VISION AND
PERSEVERANCE
staying the course
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

48. VISION AND
PERSEVERANCE
BIG BANG SERIES OF
SUCCESSES
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

49. VISION AND
PERSEVERANCE
APPLE
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

50. reframing
understanding
imagination
collaboration
visualization
vision
constraints systems
thinking
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

51. reframing
imagination
create value understanding
collaboration
visualization
accelerate vision
constraints
success systems
thinking
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

52. BUSINESS DESIGN:
THE PRACTICE
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

53. reframing
understanding
imagination
collaboration
visualization
vision
constraints systems
thinking
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

54. reframing
understanding
imagination
collaboration
visualization
vision
constraints systems
thinking
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

55. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

56. 3 GEARS OF BUSINESS DESIGN
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

57. TOOLS
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

58. DISCIPLINE Learned skill
Frameworks guide behavior
Tools unlock thinking
Experience shapes abilities and
attitudes
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

59. Empathy &
1 deep human
understanding
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

60. Understanding
what people
NEED
An unmet need is an
untapped opportunity
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

61. TOOLS TO User Interview Insight Clustering
UNLOCK
OPPORTUNITIES
Need Analysis Personas
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

62. 2
Visualizing new
possibilities
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

63. Visualizing new
ways to deliver
NEW VALUE
Iterative prototyping
as a way to advance
thinking and learning
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

64. TOOLS TO Ideation Prototyping
CREATE
POSSIBILITIES
Experience Mapping Co-Creation
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

65. Strategic 3
Business
Design
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

66. Designing and
evolving the
STRATEGIC
MODEL
Business design
creates
enterprise value
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

67. BETTER, FASTER WAYS TO
CREATE
Customer Value Enterprise Value
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

68. TOOLS TO Activity Systems Value Exchange
DESIGN
MODELS & SYSTEMS
Operations Map Financial Modeling
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

69. The Challenge: Build the franchise
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

70. “I think about riding
faster than Lance
Armstrong. These
thoughts inspire me
and I try to push
myself further.”
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

71. The Need
‘Push me further.’
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

72. The Idea: Engineer the Rider
engineer
the rider
Value Creation
engineer
the bike
Time & Development
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

73. Prototyping the Possibilities
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

74. Adding value to the
EXPERIENCE
Expeditions
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

75. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

76. Adding value to the
BUSINESS
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

77. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

78. THE PRACTICE OF BUSINESS DESIGN
Identify unmet customer needs
Discover a broader scope of opportunity
Generate integrated, high-value solutions
Develop deeper, stronger customer relations and value
Create a more distinctive and competitive model
Get to bigger breakthroughs faster
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

79. reframing
understanding
imagination
collaboration
visualization
vision
constraints systems
thinking
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

80. 2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

81. Ready to get into gear?
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

82. Things to think about for class…
Other examples along the Design
Maturity Continuum?
Other examples of good Business
Design?
Examples of bad Business Design?
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

83. On January 19th, we’ll get ready to:
Learn and apply Business Design
methodologies and tools,
Tackle one big challenge from many angles,
Embark on a learning journey that will
enhance your design and integrative
thinking skills,
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

84. On January 19th, we’ll get ready to:
Learn and apply Business Design
methodologies and tools,
Tackle one big challenge from many angles,
Embark on a learning journey that will
enhance your design and integrative
thinking skills,
Have fun.
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD

85. VIDEO PODCAST
www.rotmandesignworks.ca
2010 Business Design Practicum © Heather Fraser, Rotman School of Management / Job Rutgers, OCAD