DESIGN AND BUSINESS MODEL EXPERIMENTATION

A chasm currently exists between business and design, which involves transforming strategic business objectives and market opportunities into actionable design criteria. Poor feedback loops from new product development to strategy formulation hinder organizational learning and perpetuate outdated strategies. Leveraging pioneering theories in business management and design quantification this paper proposes a Design & Business Model Experimentation method for including design up-front in business experimentation. Applying a triple-loop iterative approach four levels of organizational capabilities are aligning business objectives with design criteria. The method leverages design in formulation of business strategies, conducting business model experimentation, while constructing a driver - enabler competitive matrix supporting the translation of business model elements into actionable design quality criteria. These in turn inform business plans and design briefs, providing the core criteria for initiating business-focused concept generation. The work contributes to new product development management and addresses the disconnection between business and design.