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Co-Designing Business Models: Reframing Problems

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"Business model literature seems to flourish these years and the research field is looking for inspiration in other areas than before. This is because companies can no longer rely only on primarily analytical tools – the tendency is a move away from planning to the more creative act of modelling providing a gateway for design thinking and making. Still though, few attempts to apply design thinking in a business model setting have been tried out. Through two participatory design workshops and four business cases this paper investigate through direct design experiment how different design processes, activities and learning styles can improve dialogues on business model development and get participants to work with ‘future state’ alternatives. This research put forward an argument for approaching business model development with a design approach; it presents initial principles in relation to design processes in a business model setting and discusses through video analysis how different design activities support reframing and broadening of the initial problem statement."


PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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