Throughout most of history, business strategy has been shaped using a quantitative approach. Today, in a world permeated by ubiquitous digital services, the most relevant aspect of a business's value is shaped by qualitative attributes. In this scenario design thinking can help companies to uncover the intangible value hidden behind their products and help them to build long lasting customer relationships.

1. THE
EVOLUTION
OF BUSINESS
STRATEGY
HOW TO USE
DESIGN THINKING TO UNCOVER
HIDDEN BUSINESS’SVALUE

2. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
1966

3. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

4. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

5. Good Design
is good business
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
T.J. Watson Jr

6. 89%
of companies
believe UX will their primary basis for competition
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
source: KPCB, Gartner
DESIGN IN TECH REPORT 2016

7. 81%
of executives
place UX in their top 3 priorities
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
source: KPCB, Accenture
DESIGN IN TECH REPORT 2016

8. 90%
of executives
use UX as objective of their corporation’s digital strategy
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
source: KPCB, Deloitte
DESIGN IN TECH REPORT 2016

9. 12X
more likely to buy
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
source: KPCB, Temkin
6X
more likely to recommend
5X
more likely to forgive
DESIGN IN TECH REPORT 2016

10. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Cognitive
Psychology
Computer
Science
Human-Computer
Interaction

11. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

12. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Business Struggled
to add value to products and services

13. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Experience Matters
multi-dimensional

14. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
The Experience
early days: sporadic
once in the morning once in the evening
t

15. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
The Experience
today: pervasive
all day long
t

16. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
April 9, 2012
san francisco, california

17. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

18. acquire
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

19. 85M
book value
35M one week prior to acquisition
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

20. 1.1B
total value
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

21. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
hard to quantify

22. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
hidden value

23. Total Value
quantitative + qualitative
or
book value + goodwill
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

24. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
it’s real and profound

25. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Qualitative Value
premium value

26. Quantitative Value
Functional
Financial
Qualitative Value
Emotional
Identity
Meaningful
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

27. Ambiguity
qualitative value brings ambiguity
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

28. Design Thinking
it helps to deal with ambiguity
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

29. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Mental Process
used to solve problems

30. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Thinking Process
mental operation

31. Engineering Thinking
solves its way forward
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

32. Business Thinking
decides its way forward
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

33. Design thinking
builds its way forward
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

34. "a discipline that uses the designer's sensibility and methods
to match people's needs with what is technologically feasible
and what a viable business strategy can convert into customer value
and market opportunity".
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Design Thinking
Tim Brown
CEO, IDEO

35. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Design Thinking
five days process for answering critical business questions

36. Design Sprint
five days process for answering critical business questions
understand diverge decide prototype validate
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

37. empathise
diverge
decide
validate prototype release
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Design Sprint
a shortcut to learning without building and launching
thinking mode delivery mode
DESIGN THINKING AGILE
LEAN

38. design
development
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Design Process
integrates the development process, not vice versa

39. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
How to Embrace
design thinking in your company

40. Design belongs to everyone
multidisciplinary teams
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy

41. Embed Design
at higher levels in the company
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
1

42. Define Language
semantically aligned
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
2

43. Redefine the process
to engender prototype-first mentality
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
3

44. Create Design Units
multidisciplinary teams
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
4

45. Integrate Research
as a way to understand users
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
5

46. Maintain Focus
is about saying “no” and asking “why”
www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
6

47. www.andreapicchi.it - @andreapicchiDesign Thinking: The Evolution of Business Strategy
Focus on the User
and the rest will follow

48. @andreapicchi
www.twitter.com
/andreapicchi
www.linkedin.com
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