Value innovation modelling: Design thinking as a tool for business analysis and strategy

English, Stuart, Moor, Tim and Jackson, William (2010) Value innovation modelling: Design thinking as a tool for business analysis and strategy. In: Design Research Society 2010 Conference, 7-9 July 2010, Montréal, Canada.

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Abstract

This paper explores the use of multiple perspective problem framing (English 2008) as a tool to reveal hidden value and commercial opportunity for business.

Creative thinking involves the interrelationship of parameters held open and fluid within the cognitive span of the creative mind. The recognition of new associations can create new value that can lead to innovation in designed products, intellectual property and business strategy.

The ‘Ideas-lab’ process is based on the proposition that a company’s capacity for innovation is dependent on the way the business is able to see its problems and opportunities. In this process the attributes of a company and the experience of the researchers are considered as the parameters of a design problem. It is therefore important to acknowledge the commercial experience of the project researchers, all of whom have a proven track record in helping businesses develop, exploit and protect their know how.

Semi structured interviews were carried out with key individuals in 34 companies. The resulting data was assessed on a company-by-company basis through a process of multiple
perspective problem framing, enabling key nodes, patterns and relationships to be identified and explored. A ‘Cornerstones of Innovation’ report was prepared to inform each company of the observations made by the researchers.

The paper describes the methods adopted and summarises the feedback from participating companies. Case studies are highlighted to demonstrate ways in which the process influenced the actions of particular businesses, and the commercial outcomes that resulted. Finally the researchers reflect on the structure of the Ideas-lab process.

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