Business design is a relatively new field that focuses on the intersection of business and design. It is concerned with using design thinking and methods to drive innovation and create value for organizations. Business design is not typically taught in business schools because it is a highly interdisciplinary field that draws from a range of disciplines, such as psychology, sociology, and anthropology.
However, there is growing recognition of the importance of business design and its potential to drive innovation and create value for organizations. As a result, some business schools are starting to offer courses or programs in business design, or are incorporating elements of design thinking into their existing curriculum. For example, the Hasso Plattner Institute of Design at Stanford University, also known as the d.school, offers a range of courses and programs that integrate design thinking into business education.
Tech companies, in particular, have embraced the principles of business design in order to drive innovation and stay ahead of the competition. These companies often rely on design thinking to develop new products, services, and business models that are customer-centric and focused on solving real-world problems.
For example, Apple is well-known for its focus on design, and uses design thinking to develop its innovative products, such as the iPhone and iPad. Apple’s design process involves close collaboration between its design and engineering teams, as well as extensive customer research and testing to ensure that its products are intuitive and user-friendly. This focus on design has helped to differentiate Apple’s products from its competitors and has contributed to the company’s success.
Another example of a tech company that uses business design is Airbnb. The company uses design thinking to develop new features and services for its platform, such as its Experiences offering, which allows users to book unique and immersive activities and experiences offered by local hosts. This focus on design has helped to differentiate Airbnb from other hospitality companies and has contributed to the company’s success.
In conclusion, business design is a growing field that uses design thinking and methods to drive innovation and create value for organizations. The d.school at Stanford has pioneered the field of business design in academia, but business schools and MBA programs have been slow to follow. On the other hand, tech companies and startups have embraced the principles of business design in order to develop new products, services, and business models that are customer-centric and focused on solving real-world problems. This focus on design has helped these companies to differentiate themselves from their competitors and drive their success.
