dESIGN MEETS BUSINESS
My journey through the d.MBA program has been a transformative experience that has reshaped my understanding of business strategy within the design context.
Reflecting on how the program’s unique blend of design principles and business fundamentals has transformed the way I approach challenges, has not only equipped me with the tools to bridge the gap between design and business but has also empowered me to lead with empathy, data, and insight.
PROGRAM OVERVIEW
WHAT IS IT?
The d.MBA program is a six-week online business course tailored for designers, aiming to enhance their understanding of essential business topics, enabling them to speak the language of business, create designs that get buy-in, and have a greater impact on strategic decisions.
WHY IS IT USEFUL?
The program offers a unique blend of business education and design thinking, allowing for alignment of design expertise with business acumen, enabling experienced designers to create impactful user-centric solutions that resonate with stakeholders and drive business success.
HOW DOES IT WORK?
Through a structured curriculum that combines business theory with practical design
applications. The d.MBA program leverages case studies, peer discussions, and real-world
projects to ensure that designers can apply business concepts to their work effectively.
WEEK 1: BUSINESS EMPATHY
In the first week of the d.MBA program, lessons focused on Business Empathy, which involved a deep dive into competitive arenas.
I learned to identify key players and spot emerging trends, giving me the tools to map out the competitive arena and pinpoint where opportunities and threats lie.
Understanding who we really compete with is the basis for making business decisions.
I engaged in competitor research, uncovering how they create value and stand out in the market. This has been instrumental in helping me position my design work distinctively.
I was also introduced to the concept of value chains, which illuminated how each step in the production and delivery process adds value to the end product. I’ve learned to analyze these chains to find areas where my design can have the most significant impact.
By the end of Week 1, I was equipped with the business insights needed to inform my design strategies, ensuring that my work is not only innovative but also commercially viable and strategically aligned with market needs. This foundational knowledge will be crucial as I continue to apply and expand upon these concepts in the subsequent weeks.
Assignment 1 | Netflix
Scenario: Netflix is no longer the undisputed king in the video streaming arena, determine how Netflix is faring in today’s fiercely competitive market.
Ask: Gain business empathy for the crowded video streaming arena from Netflix’s point of view.
WEEK 2: BUSINESS STRATEGY
During Week 2 of the d.MBA program, I honed my skills in Business Strategy, learning from the tactics of leading companies to develop winning strategies for products and ventures. This included learning tools like Strategy Framework, Strategy Canvas, and the ERRC Grid.
I delved into Michael Porter’s renowned framework, mastering three strategic approaches—Cost Leadership, Differentiation, and Focus—to outshine competitors. I learned how to apply these strategies to align my design work with the business’ competitive advantages.
I learned to implement the Blue Ocean Strategy, which aims to create new, uncontested market spaces. This innovative approach drives practitioners to seek differentiation and low costs, opening up new demands and rendering competition irrelevant.
Strategy is choosing what
to do and
what not to do.
I was introduced to the Playing to Win strategy framework, which equipped me with the tools to make strong strategic choices that bolster the company’s success. It taught me to define a clear aspiration, choose the right markets, determine how to win, and identify the capabilities needed to succeed.
By the conclusion of Week 2, I had gained a robust understanding of these strategic frameworks, and was ready to apply them to my design work in order to ensure that it stands out creatively and is underpinned with a solid business strategy.
ASSIGNMENT 2 | WIKIPEDIA
Scenario: Wikipedia revolutionized the way we store and access knowledge. Its success is built on one crucial strategic trade-off, which essentially created its blue ocean.
Ask: Uncover the fundamental trade-off of Wikipedia's success and how it was able to disrupt the arena and stay successful.
WEEK 3: BUSINESS MODELS
In Week 3 of the d.MBA program, I deepened my grasp of the frameworks that successful businesses are built on. I explored the essential elements of a business model, including the value proposition, customer segments, and revenue streams, among others.
I analyzed renowned business models from leading companies like Apple, Amazon, and Uber, gaining insights into how they generate, deliver, and capture value. This examination helped me better understand the diverse approaches to business modeling.
I also learned to design and test new business models for design ventures or products, using tools such as the Business Model Canvas for visualization and articulation. This hands-on experience taught me to refine these models based on market feedback and performance metrics.
Business models explain how companies create, deliver and capture value.
By the conclusion of Week 3, I had advanced my ability to create and assess business models, ensuring my future design work is not just creative but also financially sound and strategically robust.
ASSIGNMENT 3 | THE HEADSPACE CONCEPT
SCENARIO: Headspace is considering adding an in-person offering to their portfolio.
ASK: Define the business model, ensuring that it must have a physical space, generate additional revenue, and its main value proposition involves human interaction & community.
WEEK 4: PROTOTYPING WITH NUMBERS
In Week 4 of the d.MBA program, I learned to calculate the business impact of my designs and substantiate them with financial modeling.
I have become proficient in estimating the market size for new projects by grasping the concept of the total addressable market (TAM) and focusing on the segments most relevant to our customers.
I learned to articulate the value proposition of my designs by crafting a persuasive business case. This involved detailing the project’s objectives, risks, benefits, and costs, ensuring that all design decisions are in alignment with the organization priorities.
The course also thought me to highlight the significance of quantifying the financial impact of design choices. I learned how to better link business outcomes to design decisions, employing both qualitative and quantitative data to support my design strategies.
Numbers are a design tool that can help us design UX, products, operations, business models, etc.
By the conclusion of Week 4, I was equipped to plan a new project, assess its market potential, construct a business case, and devise a thorough testing plan to confirm my financial suppositions and design choices. This knowledge will be invaluable in allowing me to make the most informed, strategic design decisions.
ASSIGNMENT 4 | SaaS OPTIMIZATION FOR CUSTOMER RETENTION
SCENARIO: You work for a US-based SaaS company. Currently, the big challenge is customer retention, as the company is losing 10% of customers every year.
TASK: Estimate the budget and financial impact of your proposed design project focused on improving customer retention by 1%.
WEEK 5: BUSINESS AND DESIGN METRICS
Week 5 of the d.MBA program focused on Business and Design Metrics, and I learned to measure and track the progress and impact of my design work with data-driven methods.
I gained deeper insights into key business metrics essential for gauging a business’s health and success, such as sales revenue, net profit margin, customer acquisition cost, and retention rate. Grasping these metrics will allow me to align my designs with company’s financial objectives.
I utilized the Design Metrics Canvas, a strategic tool akin to the Business Model Canvas, to define and monitor design-specific metrics. This tool will be instrumental in helping me visualize and convey the value of my design decisions in quantifiable business terms.
Learning to adopt a hypothesis-driven design approach, formulating hypotheses about design decisions and testing them to see if they yield the anticipated business results. This methodical process has been vital in validating my design choices and ensuring they align with our business goals.
Behind quantifiable metrics is a human story.
By the end of Week 5, I was adept at implementing a hypothesis-driven design process, using the Design Metrics Canvas to track design metrics, and understanding how to quantify the business impact of my design decisions. This expertise empowers me to make design choices that not only drive business value but also clearly demonstrate the return on investment of my design efforts., learning to measure and track the progress and impact of my design work with data-driven methods
ASSIGNMENT 5 | APPLE VISION PRO
SCENARIO: Apple has had to scale back production of the Apple Vision Pro due to sales falling short of expectations.
ASK: Help the Apple Vision Pro team understand why adoption has been lower than expected and how they can achieve their sales goal.
WEEK 6: DESIGN YOUR IMPACT
The final week of the d.MBA program is about expanding a designer’s influence within the business world and demonstrating the value of design in decision-making processes.
Extend Your Circle of Influence: Designers learn strategies to broaden their professional network and increase their influence across the organization and industry. This involves engaging with key stakeholders, participating in strategic meetings, and contributing valuable insights that shape business outcomes.
How Business Decisions Are Made: Course work delves into the decision-making process within businesses, teaching designers how to navigate and contribute to this process. Designers gain an understanding of how to align design goals with business objectives and how to articulate the benefits of design-led decisions.
Measure and Show the Value of Design Decisions: Designers are equipped with tools and methodologies to quantify the impact of their design choices. They learn to set and track design-specific KPIs that align with broader business goals, demonstrating how design contributes to the company’s success.
Nobody cares about
design.
Everybody cares
about their problems.
Creating and Sustaining Relationships with Business Leaders: The program emphasizes the importance of building lasting relationships with business leaders. Designers learn the art of communication, negotiation, and collaboration to foster partnerships that support and advance design initiatives within the company.
By the end of Week 6, designers should be able to effectively extend their influence, participate in business decision-making, demonstrate the value of their design decisions, and create sustainable relationships with business leaders. This empowers them to not only advocate for design but also to drive meaningful business results through their work.
How has the d.MBA impacted MY design approach?
After completing the d.MBA program, I’ve experienced a profound transformation in how I approach design. I now incorporate a strong business perspective, carefully considering the economic impact and strategic alignment of my design decisions.
This holistic view empowers me to create solutions that are not only support the users needs but also drive business success and captivate stakeholders.
With an enhanced understanding of business acumen, leadership, and negotiation, I’m able to wield more influence within my organization, advocating for the pivotal role of human-centred design in achieving our business objectives.