How can design help to innovate in business? In a case about Disney providing a more positive experience for children in Philips MRI scanners, we designed a tangible business model. A traditional product design process resulted in a landscape where every relevant business aspect is made physical. It helps explaining ideas to stakeholders, but also invites them to play around.
Designed
April–May 2011
Team
With Koen Beljaars, Tijs Duel and Mark Kwikkers
Lecturers
Camilla van den Boom and Lu Yuan
We used the Business Model Canvas to base our analysis, discussion and model on. I like applying frameworks like these because they ensure a total picture but still leave room for nuances and details. Also in my other design projects I often refer back to the canvas in order to create a coherent business story.It was useful to leave space for trying out different models. Therefore we designed a landscape with models for relevant actors and activities. I think even in this kind of models it is important to make them high-quality. A negative MRI experience should look really negative, and Disney’s process should look like it could come from Disney.By presenting a tangible model, the ideas begin to live for stakeholders. While I can make attractive Powerpoint slides, I enjoy mostly presentations in which I can let the audience join in. It evokes discussions with creative and practical thinking.With this business model we have created a common, playful language. We used this to present the model to business experts. The discussion was both deep as we soon understood each other’s ideas, and a fun experience that elicited creative ways of thinking.
