Entrepreneurship Assignment: Implementing Design Thinking In Business IT Solutions
Question
Task:
Think of a business opportunity or problem that you would like to work on, and prepare a report on entrepreneurship assignment on how you would apply design-thinking methods in this context. An integral foundation of this assessment is to clearly articulate an appropriate start-up ecosystem in which your proposed start-up is intended.
Answer
Executive Summary
The process of design thinking considered in the present context of entrepreneurship assignment starts with empathy along with human focus so that it becomes easier to gain insights that can potentially reveal unexplored and new ways of considering situations in business activities. The following report will reflect upon the importance of design-thinking model for a proposed business start-up named “Business IT Solutions” whose services will based on a chosen design-thinking model and method. In addition to that, there will be mentioning of relevant problem-solving techniques that will help the proposed start-up to add value to entrepreneurial opportunities.
Introduction
In today’s world, entrepreneurs solve problems by driving innovation that stimulates economic growth through the creation of jobs and wealth. In terms of entrepreneurship, an entrepreneurship ecosystem refers to peculiar systems of independent relations that indirectly or directly support the creation and growth of new business ventures (Mason and Brown, 2013). Therefore, to explore economies of scale, a group of companies that includes start-ups, which share similar goals, decides to form an organizational network based on entrepreneurial drive and flexibility.
Design thinking refers to the practical, strategic, and cognitive processes that help in the development of design concepts (Pal, 2020). Therefore, design thinking revolves around a deep interest that helps to develop an understanding of the people based on which the services or products are designed.
The following report will elaborate on the various design-thinking models and frameworks along with justifying the use of a particular design thinking method based on the proposed start-up of an IT firm. In addition to that, the report will also provide a brief overview of the proposed IT services that will be offered by the start-up IT firm. Overall, there will be an expansion of the creative problem-solving and design-thinking technique that will further elaborate the proposed start-up services through ethical behavior approach.
Overview of the proposed start-up IT firm’s services
With the rapid digitalization in every aspect of various business sectors, information technology (IT) requirements have become an essential requirement to ensure smooth and safe operation of the business operation. Hence, the proposed start-up company is an IT firm named “Business IT Solutions," and the company will provide services in system servicing, troubleshoot IT issues in the business environment and also offer AMC (annual maintenance contract). The company will cover all the business sectors that are looking for fast and reliable IT services in terms of business process functioning. With heavy reliance on technology, modern-day business organizations are facing tremendous challenges in terms of various maintenance issues, and thus the proposed AMC service can potentially generate significant revenues along with sustainable relationships with various organizations (Peshev, 2019).
Business IT Solutions will collaborate with various IT service providers that include product suppliers, system engineers, and network administrators. The design thinking model of Business IT Solutions needs to be efficient enough in terms of creating an effective business venture that will serve the business needs of modern-day business organizations. Overall, there will be problems in terms of designing an effective business model, but the potential of prospect in this start-up is significant.
Various design-thinking models and frameworks
Design-thinking models provide a solution-based approach to solving problems by helping business organizations to observe and develop empathy with the target base of users (Dam and Siang, 2019). However, there are various design-thinking models available, and business organizations can select the relevant design based on their business process. Some of the design-thinking models are:
Hasso Plattner Institute of Design at Stanford: This innovative approach of design-thinking provides the methods and mindset that is required to develop creative solutions for the most complex problems. With this methodology, business professionals can come up with innovative and unique solutions.
Figure 1: Hasso Plattner Institute of Design at Stanford
Source: (Hoffman, 2016)
IDEO, International Design, and Consulting Firm: This design-thinking model is based on the human-centered design as a creative approach that helps in the aspect of problem-solving that starts with people and ends with innovative solutions that are specifically tailored to meet the needs of the people. Overall, IDEO is the central philosophy based on which human-centered design revolves.
Figure 2: IDEO design-thinking model
Source: (Hoffman, 2016)
Google Design Sprints (I): This design-thinking model utilizes a sprint in the process of five days for answering critical business questions through prototyping, design, and testing ideas with the customers. It is one of the most successful models of design-thinking based on innovation, business strategy, behavior science, etc. (Design Rush, 2020).
Figure 3: Google Design Sprint (I)
Source: (Hoffman, 2016)
Google Design Sprints (II): This design-thinking model is optimized to work not only for start-ups but also in large organizations that do not necessarily have an entire week to the full process of implementation (Design Rush, 2020).
Figure 4: Google Design Sprint (II)
Source: (Hoffman, 2016)
SAP: This design thinking has a collaborative and creative approach that is required for solving problems (SAP, 2015). At the heart of this design-thinking model are people, and its user-centric methodology relies on empathy for generating a better understanding of the end-user needs that results in innovative solutions.
Figure 5: SAP design-thinking model
Source: (Hoffman, 2016)
Design thinking and creative problem solving techniques
The framework of design-thinking follows an overall flow that emphasizes understanding, exploring, and materializing. The six phases that include empathizing, defining, ideating, prototyping, testing, and implementing are the integral components of the design-thinking framework.
Empathizing: Based on this, it is essential to conduct proper research that is required for developing knowledge about the users’ possible motivation and discouragement.
Defining: This refers to combining all the researches and observes the exact point of the problem so that the opportunities to highlight innovation can be maximized.
Ideating: In this phase, the brainstorming of creative ideas needs to be addressed to the unmet user by bringing the team members together and sketch out several ideas.
Prototyping: Based on this, tactical and real representations of the ideas help in getting internal feedback by sharing it with other groups of people.
Testing: This will define the potential expected results that would be crucial in terms of achieving goals along with recommending improvement.
Implementing: This is the most important part of design-thinking that transforms the idea into something real and only leads to true innovation if there is proper execution of the vision.
Therefore, both the factors of the design-thinking model and design-thinking framework are vital in terms of initiating a start-up business process as designing of the business activities plays a decisive role in terms of determining the future prospect of the business organization.
Articulation of the problem that needs to be solved through inspiration and empathy
In the modern business world, organizations face major problems in terms of keeping the digitalized business process updated and effective (Johansson, 2017). With the rapidly changing digital technologies, it has become essential to regularly upgrade the business activities with the latest trends in digital innovation so that a competitive advantage can be achieved and maintained. In addition to that, system maintenance is another crucial issue that is thrived for by business organizations so that the risk of system failure is mitigated effectively.
For Business IT Solutions, it will be extremely important to consider inspiring business organizations regarding the importance of regularly upgrading the system software along with timely maintenance so that the business activities can tremendously flourish. Inspiration is something that will lead to achieving unthinkable heights, and thus for the marketing team of the start-up company; it will be important to regularly inspire its existing and potential clients to indulge in using of latest digital technologies.
Another crucial factor in solving the problems will be empathy, as this will help to understand and feel other's perspectives regarding a problem (Molenberghs, 2017). To ensure the flourishing of the business activities of Business IT Solutions, it will be important to understand the perspective of modern-day business organizations. Overall, the problems need to be solved effectively based on a proper design-thinking model and method so that technical problems of modern-day business enterprises are resolved efficiently.
The recommended design-thinking model for the proposed start-up business
For Business IT Solutions, as a start-up IT firm, the best possible design-0thinking model will be SAP as this model has been developed by keeping the end uses in mind. This design-thinking model helps in facilitating creative, empathetic, and simple strategies that empower business organizations along with their customers.
Figure 6: SAP design-thinking model
Source: (Tegrous Consulting, 2021)
This design-thinking model is widely regarded as a problem-solving method that utilizes a solution-based approach, which is useful for addressing the technological problems associated with modern-day business activities (Tegrous Consulting, 2021). As compared to analytical thinking, the SAP design-thinking model uses a creative process based on the phases of researching, ideating, prototyping, validating, implementing, testing, and deploying. Business IT Solutions, by using the SAP design thinking model, can solve the problems that exist in modern-day business organizations in terms of keeping records, ensuring smooth business flow, etc. This design-thinking model will consist of a number of stages that will act as a useful means of viewing the process stages of business operation. In addition to that, Business IT Solutions can design its entire business activities through the SAP design-thinking model as being a start-up company; it will be essential to implementing each and every step based on proper and relevant business design. Overall, the SAP design thinking model can potentially be extremely beneficial for the start-up company Business IT Solutions in terms of planning and designing the business activities.
The application of ethical behavior in the design thinking approach
Ethical behavior in terms of design thinking approach tends to encourage business enterprises to focus on human-oriented values through the process of designing (Brown and Wyatt, 2019). Ethical behavior can be applied to the design thinking approach of Business IT Solutions by ethical design thinking. The methodology of ethical design thinking will encourage the start-up IT firm to consider the ethical aspects in every stage of business design. As an IT firm, technological innovations can have undesirable consequences for the environment and society, and thus indulging in ethical behavior will generate a sense of emotional attachment from the clients as their business will be considered as responsible.
In the competitive business environment of today’s world, to attain sustainable and competitive advantage, it has become mandatory to implement ethical behavior in the business process, and for start-ups, it is even more important to enjoy early success (Peskett, 2018). Business IT Solutions can start offering eco-friendly technological products so that its clients can embrace a level of satisfaction in terms of using the services or products being offered by the company as part of its design-thinking model.
Examples of ethical behavior application in the design-thinking approach
Firstly, Business IT Solutions as a start-up must consider supporting green campaigns that will make the business practices sustainable along with generating a sense of awareness among the people. The infrastructure of Business IT Solutions must be designed in an ethical way so that there is lesser energy consumption, which will also make the business profitable. As per the concept of ethical behavior, the design thinking method of Business IT Solutions must include a CSR approach that will make the approach with clients better and effective by making it even more presentable.
Overall, the business practices of Business IT Solutions must be based on integrity, honesty, and fairness that can potentially generate a wide range of positive traits. Overall, in the business setting of the proposed start-up, ethical behavior will be based on the principles of fairness and honesty that will thrive on educating every client regarding the sustainable business practices that the company is indulged with.
Conclusion
In the end, it can be concluded that the concept of design-thinking can be applied to the various disciplines based on its foundation in the concept of synthesis and analysis. Synthesis helps in putting all the recommended solutions together so that a coherent final solution is designed. Analysis, on the other hand, teaches the aspect of breaking down the big problem statement into the major problem statements and smaller parts. The main concept of design-thinking is based on five major components, which are empathizing, defining, ideating, prototyping, and testing.
The above report is a reflection on various design-thinking models, and it has suggested the best potential design thinking model for a proposed start-up IT firm that will provide IT services to business organizations. In addition to that, the report has also highlighted the key components based on ethical behavior that can potentially shape the future prospect of the proposed firm through articulating the problem-solving techniques based on inspiration and empathy. Therefore, it is evident from the above report that modern-day business organizations must consider an effective design-thinking model to enhance their business activities based on the desired requirements of the people, which will ensure profitability and sustainability.
References
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Dam, R. and Siang, T. (2019). 5 Stages in the Design Thinking Process. [online] The Interaction Design Foundation. Available at: https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process [Accessed 31 Mar. 2021].
Design Rush (2020). How To Use A Google Design Sprint To Build & Test Your Products. [online] www.designrush.com. Available at: https://www.designrush.com/trends/google-design-sprint [Accessed 31 Mar. 2021].
Hoffman, L. (2016). 10 Models for Design Thinking. [online] Medium. Available at: https://medium.com/@elizabeth7hoffman/10-models-for-design-thinking-f6943e4ee068 [Accessed 31 Mar. 2021].
Johansson, J. (2017). Challenges and opportunities in digitalized work and management -case study 8. [online] diva-portal.org. Available at: https://www.diva-portal.org/smash/get/diva2:1174230/FULLTEXT01.pdf [Accessed 31 Mar. 2021].
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Molenberghs, P. (2017). Understanding others’ feelings: what is empathy and why do we need it? [online] The Conversation. Available at: https://theconversation.com/understanding-others-feelings-what-is-empathy-and-why-do-we-need-it-68494 [Accessed 31 Mar. 2021].
Pal, P. (2020). What Is Design Thinking and Design Thinking Process? [online] Think 360 UI/UX Studio. Available at: https://think360studio.com/blog/what-is-design-thinking-and-design-thinking-process [Accessed 31 Mar. 2021].
Peshev, M. (2019). The 33 Biggest Business Challenges Growing Companies Face. [online] Mario Peshev. Available at: https://mariopeshev.com/the-biggest-business-challenges-growing-companies/ [Accessed 31 Mar. 2021].
Peskett, M. (2018). Five steps to get a sustainable competitive advantage. [online] SmartCompany. Available at: https://www.smartcompany.com.au/business-advice/strategy/five-steps-to-get-a-sustainable-competitive-advantage/ [Accessed 31 Mar. 2021].
SAP (2015). Introduction to Design Thinking - SAP User Experience Community. [online] SAP User Experience Community. Available at: https://experience.sap.com/skillup/introduction-to-design-thinking/ [Accessed 31 Mar. 2021].
Tegrous Consulting (2021). SAP Design Thinking Workshop. [online] Tegrous.com. Available at: https://tegrous.com/sap-design-thinking-workshop/#:~:text=Developed%20with%20the%20end%20user [Accessed 31 Mar. 2021].
