Design as business change agent

Starting points for the DesignersDNA Community Think Tank

by Mark Hartevelt & Hugo Raaijmakers, Philips Design

Today’s large corporate companies provide more value to their customers by offering complete eco-systems of products, content, and services. While typically Design contributes to this with service design deliverables, stronger impact opportunities come from utilizing Design as a strategic partner. Here Design brings Design Thinking to a company’s business innovation. By articulating innovation strategy, initiating business pilots and organizing company enablers, Design can help corporates transform into experience providers.