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THE
EVOLUTION
OF BUSINESS
STRATEGY
HOW TO USE
DESIGN THINKING TO UNCOVER
HIDDEN BUSINESS’SVALUE
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
1966
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Good Design
is good business
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
T.J. W...
89%
of companies
believe UX will their primary basis for competition
www.andreapicchi.it - @andreapicchiDesign Thinking: T...
81%
of executives
place UX in their top 3 priorities
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of ...
90%
of executives
use UX as objective of their corporation’s digital strategy
www.andreapicchi.it - @andreapicchiDesign Th...
12X
more likely to buy
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
source: KPCB...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Cognitive
Psychology
Computer
Scien...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Business Struggled
to add value to ...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Experience Matters
multi-dimensional
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
The Experience
early days: sporadic...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
The Experience
today: pervasive
all...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
April 9, 2012
san francisco, califo...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
acquire
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
85M
book value
35M one week prior to acquisition
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Busi...
1.1B
total value
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
hard to quantify
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
hidden value
Total Value
quantitative + qualitative
or
book value + goodwill
www.andreapicchi.it - @andreapicchiDesign Thinking: The Ev...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
it’s real and pro...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
premium value
Quantitative Value
Functional
Financial
Qualitative Value
Emotional
Identity
Meaningful
www.andreapicchi.it - @andreapicch...
Ambiguity
qualitative value brings ambiguity
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business...
Design Thinking
it helps to deal with ambiguity
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Busin...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Mental Process
used to solve proble...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Thinking Process
mental operation
Engineering Thinking
solves its way forward
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business ...
Business Thinking
decides its way forward
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business St...
Design thinking
builds its way forward
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strat...
"a discipline that uses the designer's sensibility and methods
to match people's needs with what is technologically feasib...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Design Thinking
five days process fo...
Design Sprint
five days process for answering critical business questions
understand diverge decide prototype validate
www....
empathise
diverge
decide
validate prototype release
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of B...
design
development
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Design Process
i...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
How to Embrace
design thinking in y...
Design belongs to everyone
multidisciplinary teams
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Bu...
Embed Design
at higher levels in the company
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business...
Define Language
semantically aligned
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy...
Redefine the process
to engender prototype-first mentality
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution...
Create Design Units
multidisciplinary teams
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business ...
Integrate Research
as a way to understand users
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Busin...
Maintain Focus
is about saying “no” and asking “why”
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of ...
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Focus on the User
and the rest will...
@andreapicchi
www.twitter.com
/andreapicchi
www.linkedin.com
THANK YOU
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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.

Publié dans : Design

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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