A Busines-Design definition

Posted on March 7, 2009 by Christian Drehkopf

After more than three years of work for global players in automotive, information technology, consumer media, and mobile businesses we like to present a definition of Business-Design. This definition is opened for discussion – so feel free to leave your comments. Constructive critic is always welcome.

Business Design:

Since the first use of tools to achieve goals, design has been born as a response to problems and needs. The time has proven that in the intersection between Business and Design relies great value for innovations that are profitable, sustainable and offer great user experiences.

Business designers use design methodology and design thinking to create new creative concepts to inform business leaders, management, marketing or design departments of profit driven institutions. They believe that a better understanding of people (customers, users, consumers, clients, employees, etc. …) their needs and behaviors is one of the most important key criteria to be successful today and tomorrow in a world of increasing competition.

Regularly companies invest in product development first and then think about the secondary innovations that would boost its value. Business Designers start quite different: From research to an idea of the model, thinking first about business ecosystems and user experiences, then move inward to plan products, services and processes. This is more valuable, customer focused and leads to better innovative business-concepts.

People using design thinking are often described as: disruptive, elegant, synthesized, empathic, explorative, creative, holistic and optimistic thinking people.

Business-Design-Definition by Ryan Jacoby (IDEO)
Business Design is a craft, not a field of knowledge. At the highest level, we work alongside our collaborators and other design disciplines to do two things:
1. Design business opportunities: creating new options, finding new ways and means for our clients to create value
2. Help designs realize or find their business value: identifying constraints, so we may design around and through them
http://ryanjacoby.typepad.com

more about Business Designers – look here: Christian Drehkopf