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1Stanford Center at the Incheon Global Campus (SCIGC), Stanford University; 2Department of Mechanical Engineering, Stanford University
As the world faces an unprecedented challenge rising from technological advancement and environmental threats, problems are becoming increasingly complex making multidisciplinary approach essential to reach innovation. However, such collaboration often encounters inherent difficulties, including conflicts and challenges among team members. Design thinking, a human-centered approach to innovation, encourages multidisciplinary collaboration as diverse perspectives are crucial to generate novel ideas. For this study, we have conducted and facilitated two design thinking workshops, one for corporate employees and the other for university students composed of novices who are unfamiliar with design thinking. The objectives of this study are 1) to identify enablers and barriers to effective multidisciplinary teamwork throughout the five stages of design thinking process; 2) to discover insights for reconciling team diversity; 3) to propose a conceptual framework of multidisciplinary collaboration as a comprehensive finding to elevate teamwork during the design thinking process. After each workshop, we gained feedback through open-ended surveys about how working with different disciplines influenced creative thinking and decision-making. This study provides foundational research for developing new methods and tools for effective multidisciplinary teamwork in design thinking. By exploring the relationship between multidisciplinary teams and the innovation process, our findings are expected to benefit business and management fields, the public sector, and educational settings.
A Business Model for Communication Design Enterprises
Con Kennedy
TU Dublin, Ireland
Several international reports and studies indicate that the Communication Design sector has a skill deficit in entrepreneurship and business management, and a greater understanding of these topics is needed. Some authors advocate applying existing business models for design enterprises. However, the skill deficit prevails. It is worth noting that these reports discuss the entrepreneurship deficit in general terms without an explanation of the causes of this deficit or how to remedy the issue. Therefore, this paper explores the development of a Business Model specific for Design Entrepreneurs for deployment in Communication Design enterprises.
A theoretical framework for a specific business model for design entrepreneurs for application in their enterprises was developed by assessing the literature in the field, in which a previously unidentified connection between the themes of design and the entrepreneurship process was identified. This review evaluated themes for their applicability in a business model for design enterprises. This hypothesis was tested and evaluated through this study’s primary phenomenological research, conducted through semi-structured interviews with prominent and successful design entrepreneurs. Thematic analysis methods guided the research findings. The data analysis identified various themes that emerged from interviews. These themes helped further develop the theoretical framework and iterate a proposed entrepreneurship model applicable to design entrepreneurs. This proposed entrepreneurship model better explains the entrepreneurship process from the point of view of designers, meaning that the model is relevant and valuable to the sector.
This paper contributes to the academic knowledge of entrepreneurship by developing a framework for a business model, specifically for design entrepreneurs in the Communication Design sector. In addition, it proposes a thematic relationship between entrepreneurship and design processes, a connection that has not been explored in the literature before. This novel perspective enriches the academic discourse on entrepreneurship and design, offering new avenues for research and understanding.
Exploring Co-Creation in Service Design: Insights from a Positive Approach
Mika Isobe1, Kazaru Yaegashi2
1Graduate School of Business Administration, Ritsumeikan University, Japan;; 2College of Business Administration, Ritsumeikan University, Japan
This study identifies the mechanisms fostering co-creative situations in service design from the perspective of a positive approach.
Service design is a platform for action where diverse actors are involved over time (Manzini, 2011). This underscores the necessity of co-creation, engaging designers’ peripheral connections and various users and stakeholders.
However, instilling design within organizations proves challenging (Dunne, 2018), particularly in fostering a design culture that includes non-designers. Furthermore, because these discussions have focused excessively on the problem-solving aspects of design, analysis from the theoretical framework of the positive approach (Avital et al., 2006; Isobe & Yaegashi, 2023), which reinforces design attitudes, has been overlooked.
Therefore, this study aims to elucidate the co-creation mechanism in service design through a positive approach. A study was conducted on Japanese private companies that work to improve corporate value through the promotion of design.
The results revealed the pivotal role that the positive approach plays in service design, bolstering design attitudes and facilitating co-creation between designers and non-designers. This study advances theoretical knowledge and provides practical insights for practitioners seeking to use design as a strategy for their organizations.
