1.
Emilio Jimenez I. / emilio.jimenez@fivelines.es
Daniela Chavarria D. / danielachd19@gmail.com
Ricardo Mejia S. / jrmejias@pktweb.com
Integral Design Tutoring Model as a
Knowledge Transfer Strategy for SMEs in
Colombia

2.
Content

3.
Context and background / PNDI - MinCIT

4.
Context and background / SMEs in Colombia

5.
Context and background / PNDI - MinCIT

6.
Framework / MADI

7.
Integral Design Tutoring Project / PADI+2013

8.
PADI+2013 / Project

9.
PADI+2013 / Methods and tools

10.
PADI+2013 / Strategic PES

11.
PADI+2013 / Customer Journey Map

12.
PADI+2013 / Diagnostic Diagram

13.
PADI+2013 / Branding Workshop

14.
PADI+2013 / Future Scenario

15.
PADI+2013 / Action Plan

16.
PADI+2013 / Branding focus

17.
Learnings / Emotions in knowledge transfer
● Empathy and emotional intimacy in the “tutoring model” are key knowledge transfer strategies
compared with traditional consulting.
● The formulation of solutions spaces is recommended more than merely products in such a project.
● MADI’s approach is ready to be scalable thanks to its modularity and its capability of being adjusted
and fixed to the needs and requirements of the new context of work.
● MADI, as a knowledge transfer model, is able to contribute to the industrial development of other
Latin American countries due to its similarities in terms of the inner-culture of its productive sector.

18.
Learnings / Emotions in knowledge transfer
● MADI could be the conceptual base for the development of projects of the kind of Living Lab, where
citizens play an essential role in the project and become an active element of the solutions space.
● The Living Lab must be an appealing possibility for different kind of public, parapublic and private
sectors basically because of the use of Human Centered Design (or Citizen Centered Design)
approach will increase the chance for SMEs to explore new markets and increase their capabilities
as competitive, effective and efficient organizations.

19.
Learnings / Social innovation and contextualized design for
SMEs in Colombia
● The initiatives formulated from MADI, including PADI+2013, posit a positive scenario for the use of
design to benefit the country’s industrial reconversion; they intervene positively in communities
that live in a symbiotic way with organizations, making them more competitive and innovative.
● MADI conceives design as an integral intervention that provides brand solutions spaces through
four big values: empathy, prospecting, visual synthesis and prototyping; all of them of great
value for Colombian SMEs.
● SMEs represent a bet on the future because of their strategic relevance (they generate 81% of the
country’s workforce).
● It is recommended to extend the duration of the tutoring process, to rely on a digital tool (wiki)
and to widen the scope of the Productive Transformation Program sectors to work with:
ecotourism, hortifruitculture, auto parts and vehicles and chocolaterie and its raw materials; so that
design thinking is established transversely in the country’s business development.

20.
Emilio Jimenez I. / emilio.jimenez@fivelines.es
Daniela Chavarria D. / danielachd19@gmail.com
Ricardo Mejia S. / jrmejias@pktweb.com
jrmejias@pktweb.com
Thanks!