The report provides an overview about the program, speakers, some highlights and results from the workshops conducted at the first Design at Business Conference on Nov 1 & 2, 2016in Berlin.

1. See more photos, videos and slide decks online: www.designatbusiness.com/datb16.html

2. NOT
YET ANOTHER
The Community doesn’t need “yet another design conference”.
We need a platform which connects design-minded change
makers from large enterprises to openly share their experiences,
and to learn from each other.
Therefore, the GOALS of the first Design at Business Conference
on Nov 1 & 2 in Berlin were:
inspire, encourage and enable change makers working in
multinational, large enterprises with outstanding CONTENT
create a trusting, safe and open ATMOSPHERE in which
challenges can be shared
raise the VISIBILITY and relevance of a people-centric
approach to innovation in a fast changing business world

3. CONFERENCE
HOW TO HUMANIZE THE DIGITAL TRANSFORMATION?
How to make digital transformation about people, not only about
technology? What does that mean for us?
How to create a design strategy
that connects design thinking and
design execution? How to manage
design as a strategic topic?
How do we foster a company
culture that inspires and gives
room for innovation? How to live
this culture in daily business?
How do we as creatives want to
work in the future? How do we
influence the set-up of our
working environment?
DESIGN INNOVATION CULTURE NEW WORK
While preparing the
program, we realized:
It’s not about pro-
viding answers to the
challenges we all face.
It’s more important to
ask the right
questions, and to
connect the dots of
different disciplines
(e.g. HR & IT), while
shamelessly focusing
on the human factor in
our discussions, and
our daily business.

4. “It has been
AMAZING, REFRESHING, INSPIRING
to be with so many design thinkers and
people that are so passionate about driving
change within large organizations. We’ve
had GREAT SPEAKERS and covered
a number of topics that I think are
RELEVANT to all the participants and I
definitely got a lot out of it.“
Kristen Bennie, Head of Open Experience,
Royal Bank of Scotland

5. AGENDA

6. It’s been an AMAZING DAY filled with stories from
folks in the field that have been living on this journey of
trying to embed design thinking in highly structured
organizations. The afternoon workshop was super
ENLIGHTENING because we were able to understand
the one thing that was resoundingly clear: no matter
what structure, what organization, how big or small: we
are all facing the SAME CHALLENGES.
Jennifer Hirsch, Director Strategy & Innovation, Project Management
Organization, Johnson & Johnson
After 1,5 days there is very CONDENSED INPUT for
me from several perspectives of design, from
organizational change towards making things happen.
Markus Lemke, Volkswagen Financial Services AG
“
“
INSPIRING

7. “
Leading digital
transformation by
what we give room
for as leaders
Change and agility
need dynamics and
stability
BABA SHIV
Designing for the Human Brain
“
Baba Shiv is Professor of Marketing at Stanford Graduate School of
Business with extensive research expertise in neuro-economics and its
application to entrepreneurial leadership and innovation culture.
Ulf Brandes, CEO and co-author of “Management Y”. He and his
team at Brandes & Partners design and facilitate organization-wide
programs for human centric innovation and leadership.
We have to
leverage the IKEA effect
If you build a polished
prototype, others will see the
flaws. If you build a rough
prototype, others will see the
potential.
SPEAKER ULF BRANDES
The Power to transform:
From inner change to innovation
Talk: https://www.youtube.com/watch?v=-c92UbHyZhk
Slides: http://www.slideshare.net/DesignAtBusiness/presentation-ulf-brandes

8. “
What if we started
with ourselves and
design an
organization where
we can be the
leaders we want to
have?
Inspiration is a
muscle that we
need to train
DR. ROSLYN SAYERS
Making real what matters:
Vision 2020 and a
Culture of Ownership
at Siemens
Dr. Roslyn Sayers is Strategic Projects Manager at Siemens driving
Strategic Foresight. With more than 20 years of experience she is an
expert of trend research, new work, and leadership.
As Executive Design Director at IDEO Munich, Leif supports his
clients by translating their business challenges into opportunities
they can tackle through design.
We want to see everyone
leading in the organization
SPEAKER LEIF HUFF
A Radical New Openness
Talk: https://www.youtube.com/watch?v=4ZF9IM_0-9U
Slides: http://www.slideshare.net/DesignAtBusiness/presentation-dr-roslyn-sayers-siemens Talk: https://www.youtube.com/watch?v=SMG3waT3Agg
“

9. You cannot OUTSOURCE EMPATHY. Holly O’Driscoll,
Procter & Gamble
Design thinking and driving a culture of innovation
takes a long time. It’s a JOURNEY for organizations.
Dr. Sam Yen, SAP
Don't be afraid to CHANGE the steps or the order of
the things you do.” Kristen Bennie, Royal Bank of Scotland
SPEAK the language they understand. SURPRISE
with success. SHOW the opportunity. Dr. Michael
Baeriswyl, Swisscom
DESIGN EXECUTIVE
Talk: https://www.youtube.com/watch?v=gr-Pm3WhZMU
“ “

10. We’re STILL AT THE VERY BEGINNING to
move our mindset from this old way of thinking
to a new way of thinking. And technology is
faster. Prof. Ulrich Weinberg, Director. School of
Design Thinking HPI Potsdam
“
The combination of LEAN, AGILE, and DESIGN
THINKING is the new blueprint for
organizations. George Kembel, Former Executive
Director and founder, Stanford d.school“
THE WAY
Talk: https://www.youtube.com/watch?v=5o63aZmQVcE

11. WORKSHOPS IN
VOLKSWAGEN AT
FINANCIAL DRIVE
WORKSHOP

12. HANDS-ON

13. • Prototyping new realities
• Ups and downs of
prototyping
• Learning from failure
Brain writing,
Objective ourselves,
Sail the boat +
anchor,
Brainstorming,
clustering, ranking
• Consistency when you come up with ideas
• Politics as DT has arrived in organizations
• Operating model – business within a business
• Visibility (e.g. container at Daimler)
• Regulations
Doing: how to get people into design doing
Network
Politics
Fear
Learning
• Bring management into experience à need to be part
• Incorporate learning from prototyping
• Prototype skills for „doers and leaders“, identify them
• Involve the customers
• Working groups to share best practices
• We are all at different stages in our design thinking
journeys
Daniel, Bernd W., Sabine, Marketa, Josephine,
Marin, Philippa, Alisa
Maarten, Jan S., Jens, Stephan, Rainer P., Betty,
Holly, Lena, Leila
How to overcome resistance (politics)?
How to make ideation funnels productive?
How to institutionalize DT?
How to build a prototype for a process?
Institutional obligations
Maturity (with design thinking) at our companies
WORKSHOP
Hosted by Dr. Daniel Biedermann & Philippe Bahlburg fromIn the afternoons of the conference, community members
from five different companies opened their doors, and hosted
a workshop around a topic they wanted to explore with
people from other organizations. At the end of every
workshop, the participants summarized their results in the
“Workshop Canvas”, and shared them back with the whole
group.
Deutsche Bank: Adding value with Design Thinking in agile development: How do we
combine Design Thinking with agile development methods and processes?
Daimler: Prototyping new realities in a culture where failing means learning. How do
we test ideas for new products and services in a fast and easy way and ensure, that failing
in such phases is recognized in our company as learning opportunity - and not as being
not successful?
Microsoft: Design for digital transformation. How can we use Design and Design
Thinking to ensure that the digital transformation creates future solutions, where not
only technology but mainly the user is the driver for?
VW: Organizational Prototyping. Can Design Thinking help us to better understand
organizational relations or even make the future more collaborative today?
SAP: Creating the right environment for creative work. How can space foster
innovation culture? How to fill a space with life, considering both people and
methodology? How to best leverage the spatial setup to form cohesive teams?

14. Hosted by Katharina Berger& Corinna Schreier from
Adding value with design
thinking in agile
development
Value proposition
canvas
Focus on senior managers and product owners
In scope: corporates
Out of scope: entrepreneurial set-ups
Ilse van Hulle, Katharina Berger, Rasmus Belter,
Telina Reil, Andrea (SAP), Juliane Ritter, Jens
Otto Lange, Sabine Maier-Eicher, Till Eichenauer,
Janine Panse, Manuel Cramer
• Even though we are all coming from
different backgrounds the problems
are always the same
• Great to see how open people are to
share
• Selecting the right topics
• Creating empathy with the customers
• Design thinking is better to drive organizational
change
• How can we put it into practice?
• What is the strategy to merge design thinking and
design execution in daily business?
• What are best practices from different companies?
How to humanize the
digital transformation?
Lightning talk,
discussions,
ideation, synthesis
Reframed: How might we leverage design
thinking to humanize the digital
transformation?
Digital transformation for:
company internal/external, society, individual
• Transparency is key, strive for equality, unity, more inclusion
• Turn fear into opportunities and evangelize it into corporations
• We can control technology, not the human part
• We could take on responsibilities in the digital transformation for
things that have impact on people.
• We are driven by creating new value that becomes new
experiences and relationships with customers/users, but it will
require a change in the way we work à unforeseen paradigms
• How do we continue?
• Which methods design thinking methods can be applied to
humanize the digital transformation?
• Where do we find good practices?
• Is inequality going to polarize more and more? What is the nature
of human-machine going to be in the future? How do we define the
value in a company for thinking of a society’s well-being?
Florian, Ros, Manuel, Markus, Telina, Jens, Bart,
Anja, Christoph, Jürgen, Maarten
Eric, Julia Dorbic, Heiko, Mito, Mikko, Katharina
Kensy, Bas Griffioen, Markita Wilbert, Ben, Sam,
Rich
Hosted by Bart Meuwssen, Juergen Doell & Florian Roth from
WORKSHOP

15. •What is holding us back from
organizational
transformation?
• Map your organization
related to your team/to you
• Explore drivers of change
and relationships
Warm-up,
2 by 2 matrix,
silent brainstorming,
clustering, prototyping
(building + reflection),
relationship model
• Building prototypes for organization, team, and
personal role
• Personal perception of current organizational structure
• Organizational drivers and how they are related to each
other
• Out of scope: planning
Marco, Betty, Andrea, Holly, Leila Uli, Pedro,
Ulf, Janine, Simon, Sabine, Heiko, Mito, Tim,
Alexander
Tanner, Casey, Deepa, Felipe, Maria, Anja,
Kristine, Markus
• New set of tools
• More work to be done
• We are old and new at the same time
• Mindset needs a deeper understanding
• Connected to everyone, better sense of community
• Community à empowerment à action
• “What I have learned inspires me to take action”
• New role of HR?
• What does “company” mean?
• Is fear a barrier or a driver?
• Is our customer driving change?
• Can change happen with limited resources?
• KPIs are the big drivers for
customers, money, behavior, top
level, purpose, ecosystem
• We need ideas how to implement
and leverage the drivers
Hosted by Leonie Fremgen & Alessandro Sposato from
Creating the right
environment for creative
work
Usage map, build your
own space,
brainstorming,
discussions, voting
(discussions), build on
the ideas of others,
visualizing, prototyping
Going to the other space, usage map, sketching
principles, environment as influencing factor for
creativity, SAP AppHaus
• Are there more examples and photos of spaces?
• Change management: how to make it live?
• How are results documented?
• More to organize “next steps”
• Define space
Participants created usage maps and evaluated
their office spaces along the categories of
activity, time, flexibility, interaction
Example:
Christof, Christoph, Marco, Jens, Ros, Jonas,
Nina, Oli, Thit, Thomas
Jens, Rainer, Oliver, Jan, Kristen, Rasmus, Pietro,
Stephan, Felix, Till, Jens, Joern, Rich, Eve, Julia,
Julia
Collaboration,
playfulness, flexibility,
zoning
(for more information,
reach out to Leonie)
Hosted by Andrea Augsten & Thorsten Jankowski from
WORKSHOP

16. Tapiwa Meda: tapiwa.meda@sap.com

17. Tapiwa Meda: tapiwa.meda@sap.com

18. OPEN It’s been fantastic – the COLLABORATION
of 50+ different organizations and the
OPENNESS in sharing their stories, what’s
been successful for them, what are some
patterns in terms of things to avoid, and
trying to drive this within the organization.
It only works when there is an OPEN,
HONEST DIALOGUE. I think we’ve cut
right into it even if some people have met
for the first time today.
Dr. Sam Yen, Chief Design Officer, SAP
“We enjoyed the sharing with the community because
we like the OPENNESS and the ENTHUSIASM the
people have here.
Dr. Daniel Biedermann, Principal Business Consultant - IT Connectivity
Daimler Trucks, Daimler
The Design at Business conference was just a fantastic
opportunity to meet OPEN-MINDED PEOPLE and a
GREAT COMMUNITY to share what they are doing in
their organization.
Dr. Roslyn Sayers, Strategic Projects Manager, Siemens
“
“
We’ve experienced this community already for six
years as a very open-minded group of people and we’ve
LEARNED already a lot.
Katharina Berger, Head of Design Thinking, Deutsche Bank
“

19. HIGH
PARTICIPANTS

20. ADAC
Allianz SE
AMAG Automobil- und
Motoren
BMW Group
Boehringer Ingelheim
Pharma
Bosch Engineering
Brandes & Partners
Conti Temic micro-
electronic
D2I - design to innovate
Daimler
Design Thinking Center
Deutsche Bank
Deutsche Lufthansa
Deutsche Telekom
Erste Bank
Financial DRIVE
Fraport
GE
GuentherLange
Heidrick & Struggles
Huddle
HUGO BOSS
IBM
IDEO
INDEED Innovation
intive Kupferwerk
Janssen Pharmaceutica
Johnson & Johnson
ku.bus / Deloitte
Launchlabs
Loughborough University
London
Lufthansa Group
Microsoft
Moiritz J. Weig
Nestlé
NOVABASE
Philips
Porsche
Procter & Gamble
PwC
Rainer PETEK
Rosenfeld Media
Royal Bank of Scotland
SAP
Scherer Ingenieure
School of Design Thinking,
HPI Potsdam
Siemens
Siemens Healthineers
Stanford Graduate School
of Business
Stanford d.school
Swisscom
Tesla
UC San Diego Design Lab
USEEDS°
Viessmann Werke
Volkswagen
XPLANE
Zattoo
PARTICIPANTSFROM57COMPANIES&ORGANIZATIONS
HIGH

21. HIGH
TOP TWEET

22. How do you rate the overall experience of the event?
How much did you like the atmosphere?
To what extend did the event meet your expectations?
How useful is the conference content for your daily job?
How likely would you come again next year?
Source: participant survey, n= 31 answers
I LIKE:
“We spirit”
It was for me the
event with the
biggest learning
effect since 20
years!
I WISH:
More opportunity to
informally discuss
areas of interest
More time for in-
depth discussions
AVERAGE
OVERWHELMING

23. CONFERENCE PHOTOS & VIDEOS
ARE BROUGHT TO YOU BY

24. © 2016 Design at Business
Concept & Text
Maren Christin Mueller, SAP
Ann-Sofie Ruf, SAP
Design
Hyun Lee, SAP
Photos
Jason Terschueren, Berlin
www.jasonterschueren.de
This document is published under Creative Commons license Attribution-Non Commercial-Share Alike 4.0 International. (CC BY-NC-ND 4.0).
Photos courtesy of the respective owners.
More information: https://creativecommons.org/licenses/by-nc-nd/4.0

25. www.designatbusiness.com
https://www.linkedin.com/groups/6802824
https://twitter.com/DesignAtBiz
https://www.facebook.com/designatbusiness/
MAREN CHRISTIN MÜLLER
Design Community Strategist
SAP Design and Co-Innovation Center
maren.christin.mueller@sap.com
TOBIAS HAUG
Head of Design- & Co-Innovation Center EMEA
SAP Design & Co-Innovation Center
tobias.haug@sap.com
CONTACT