Appunti Business Design and Transformation Lab

Notes: Business Design and Transformation Lab - Politecnico di Milano A.Y. 2021/2022

Business Design and Transformation Lab

NOTES AND SUMMARIES

Prof. Tommaso Buganza and Cabirio cautela

MSc in Management Engineering

Politecnico di Milano (A.Y. 2021/2022)

All the content is related to the notes taken during the course lectures

(no copyrights have been violated)

INDEX

• Lecture 01: Opening Lecture (3)
• Lecture 02: Reframing at the Core of Design Thinking (6)
• Lecture 03: Design Research (10)
• Lecture 04: How People React to Change (14)
• Lecture 05: Design in Organizations (17)
• Lecture 06: Idea Generation (20)
• Lecture 07: Design Tools to Present an Idea (25)

01. Opening Lecture

The course, led by Prof. Tommaso Buganza and Prof. Cabirio Cautela, along with teaching assistants

Alessandro Biffi, Gianluca Carella, and Michele Melazzini, focused on redesigning and transforming businesses through design. By adopting a Project-Based-Learning (PBL) approach, it served as a practical platform for students to apply their academic knowledge to real-world projects.

BDTL provided a distinctive learning experience, fostering the development of capabilities and skills necessary for implementing innovation initiatives within organizations and gaining acceptance from its members.

How can companies move people from a vision to an actioned new purposeful organization?

• Understand → Extrapolate the business needs from a specific situation/context and summarize a list of requirements to be matched in order to fulfill them.
• Design → Generate and develop an innovation proposal impacting the business and integrate it with the business and organizational transformations needed to implement the innovation.
• Interact → Drive the team work in a professional

The course is designed around three main blocks:

1. Design approach to innovation → The problem is more important than the solution. Some key-words:

   • Problem setting, Problem finding, Problem Framing, Problem Reframing;
   • Divergent and convergent thinking;
   • The approach of Product-Service System (PSS) to innovation;
   • The concept of design-research;
   • The use of tools with a critical view.

2. Business redesign → Aims at challenging a dominant paradigm. Some key-words:

   • Design in organization;
   • Design thinking for creative confidence;
   • Challenging a dominant paradigm;
   • Organizational purpose;
   • Value proposition articulation and business modeling.

3. Organizational transformation → Challenges the resistance to change (organizational change and bringing people on board for the change project). Some key-words:

   • Human/employee-centered approach;