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The Evolution of Business Strategy: How to use Design Thinking to uncover hidden Business's Value.

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Throughout most of history, business strategy has been shaped using a quantitative approach.
Today, in a world permeated by ubiquitous digital services, the most relevant aspect of a business's value is shaped by qualitative attributes.
In this scenario design thinking can help companies to uncover the intangible value hidden behind their products and help them to build long lasting customer relationships.

Publicado en: Diseño

The Evolution of Business Strategy: How to use Design Thinking to uncover hidden Business's Value.

  1. 1. THE EVOLUTION OF BUSINESS STRATEGY HOW TO USE DESIGN THINKING TO UNCOVER HIDDEN BUSINESS’SVALUE
  2. 2. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy 1966
  3. 3. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  4. 4. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  5. 5. Good Design is good business www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy T.J. Watson Jr
  6. 6. 89% of companies believe UX will their primary basis for competition www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy source: KPCB, Gartner DESIGN IN TECH REPORT 2016
  7. 7. 81% of executives place UX in their top 3 priorities www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy source: KPCB, Accenture DESIGN IN TECH REPORT 2016
  8. 8. 90% of executives use UX as objective of their corporation’s digital strategy www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy source: KPCB, Deloitte DESIGN IN TECH REPORT 2016
  9. 9. 12X more likely to buy www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy source: KPCB, Temkin 6X more likely to recommend 5X more likely to forgive DESIGN IN TECH REPORT 2016
  10. 10. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Cognitive Psychology Computer Science Human-Computer Interaction
  11. 11. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  12. 12. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Business Struggled to add value to products and services
  13. 13. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Experience Matters multi-dimensional
  14. 14. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy The Experience early days: sporadic once in the morning once in the evening t
  15. 15. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy The Experience today: pervasive all day long t
  16. 16. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy April 9, 2012 san francisco, california
  17. 17. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  18. 18. acquire www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  19. 19. 85M book value 35M one week prior to acquisition www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  20. 20. 1.1B total value www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  21. 21. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Qualitative Value hard to quantify
  22. 22. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Qualitative Value hidden value
  23. 23. Total Value quantitative + qualitative or book value + goodwill www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  24. 24. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Qualitative Value it’s real and profound
  25. 25. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Qualitative Value premium value
  26. 26. Quantitative Value Functional Financial Qualitative Value Emotional Identity Meaningful www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  27. 27. Ambiguity qualitative value brings ambiguity www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  28. 28. Design Thinking it helps to deal with ambiguity www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  29. 29. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Mental Process used to solve problems
  30. 30. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Thinking Process mental operation
  31. 31. Engineering Thinking solves its way forward www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  32. 32. Business Thinking decides its way forward www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  33. 33. Design thinking builds its way forward www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  34. 34. "a discipline that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity". www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Design Thinking Tim Brown CEO, IDEO
  35. 35. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Design Thinking five days process for answering critical business questions
  36. 36. Design Sprint five days process for answering critical business questions understand diverge decide prototype validate www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  37. 37. empathise diverge decide validate prototype release www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Design Sprint a shortcut to learning without building and launching thinking mode delivery mode DESIGN THINKING AGILE LEAN
  38. 38. design development www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Design Process integrates the development process, not vice versa
  39. 39. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy How to Embrace design thinking in your company
  40. 40. Design belongs to everyone multidisciplinary teams www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
  41. 41. Embed Design at higher levels in the company www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy 1
  42. 42. Define Language semantically aligned www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy 2
  43. 43. Redefine the process to engender prototype-first mentality www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy 3
  44. 44. Create Design Units multidisciplinary teams www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy 4
  45. 45. Integrate Research as a way to understand users www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy 5
  46. 46. Maintain Focus is about saying “no” and asking “why” www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy 6
  47. 47. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy Focus on the User and the rest will follow
  48. 48. @andreapicchi www.twitter.com /andreapicchi www.linkedin.com THANK YOU

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