“Design Dialogues”

Exploring innovation in a professional services firm

Graduation project

Strategic Product Design

Industrial Design Engineering

Delft University of Technology

Supervisory team

TU Delft

Dr. ir. Frido Smulders

Dr. Giulia Calabretta

Author

Carien de Heus Deloitte

Ir. Arjen Lettinga

Scope

Method

People

Ideas

Process

Focus

2

Deloitte NL

Deloitte

Innovation

Deloitte NL

Deloitte Innovation

Ideation

Commercialization

Incubatio

n

Deloitte NL

Deloitte Innovation

Ideation

Commercialization

Incubatio

n

1Finding ideas

in the

company

2Supporting the

ideation

Deloitte Innovation wants to increase the quality and

amount of new services that are realized in the incubator.

They experience problems supporting employees with the

creation and development of new and viable ideas that

are ready for the incubation phase.

Deloitte NL

Deloitte Innovation

Ideation

Commercialization

Incubatio

n

Scope

Method

People

Ideas

Process

Focus

8

Scope

Method

People

Ideas

Process

Focus

Deloitte Innovation wants to increase the quality and

amount of new services that are realized in the incubator.

They experience problems supporting employees with the

creation and development of new and viable ideas that

are ready for the incubation phase.

9Scope

Deloitte NL

Deloitte Innovation

Ideation

Commercialization

Incubatio

n

Scope

Method

People

Ideas

Process

Focus

proces

actor

relations

ideas

context

10Approach

Macro

Micro

Scope

Method

People

Ideas

Process

Focus

Deloitte NL Deloitte Innovation BV

Ideation

CommercializationIn

cub

atio

n

Research method

Tom

Peter

Claire

FrankAlex

Bill

Scope

Method

People

Ideas

Process

Focus

12

Scope

Method

People

Ideas

Process

Focus

13

actor

relations

context

Scope

Method

People

Ideas

Process

Focus

Innovation in a corporate environment

Human problem

Managing attention for innovation

Process problem

Managing ideas into good currency

Structural problem

Building a cross boundary infrastructure for

innovation

Strategic problem

Institutional leadership

Scope

Method

People

Ideas

Process

Focus

Innovating actor in relation with his context

Resistance from the

organizational structure:f.e.: Resistance towards the innovation

Bill: “If I could forbid it I would do it” that is

what a director told me, because “if you solve

it than it costs me returns “

Relations with others involved

in the innovationf.e.: misinterpretation on the content

Claire: “Apparently it was not even a demo but

just a couple of sheets…”

The influence of the context on

the innovatorf.e.: Fear for failure

“That is my biggest fear, when in het end it is not gonna

appear to be feasible and that I have to go back … that

would be a real setback “

Scope

Method

People

Ideas

Process

Focus

16

ideas

Scope

Method

People

Ideas

Process

Focus

Ideas

Problem space Solution space

Scope

Method

People

Ideas

Process

Focus

The process of ideas

Problem

spaceSolution

space

Analytical Synthetic

Abstract

Concrete

1

2 3

4

1 2 3 4

Scope of

designers

Scope of business

people and engineers

Dis

co

ve

ry

Inve

ntio

n

Diverge Converge Diverge Converge

INNOVATION PROCESS BY BECKMAN AND BARRY (2007)

Scope

Method

People

Ideas

Process

Focus

Innovations

Problem

space

Solution

space

An innovation is a collection of ideas,Innovators are focussed on the solution

Scope

Method

People

Ideas

Process

Focus

20

proces

Scope

Method

People

Ideas

Process

Focus

Innovation Processes

2 IDER-MODEL BY AUTHOR BASED ON SMULDERS (2014)

1 TOM-MODEL DELOITTE INNOVATION (2013)

12

Scope

Method

People

Ideas

Process

Focus

Innovation process

ideation

incubation

commercialization

TOM-

model

ideascreen

draft business

plan

ideation incubation commercialization

Pilot X Pilot Y Pilot Z

Scope

Method

People

Ideas

Process

Focus

23

Scope

Method

People

Ideas

Process

Focus

Focus: the ideation process

group

company

individual Intuiting……

Interpreting……

Integrating……

institutionalizing……

Progress of the idea

Scope

Method

People

Ideas

Process

Focus

group

company

individual Intuiting……

Interpreting……

Integrating……

institutionalizing……

Progress of the idea

Ideation phase at Deloitte Innovation

Scope

Method

People

Ideas

Process

Focus

group

company

individual Intuiting……

Interpreting……

Integrating……

Institutionalizing……

Progress of the idea

“Design Dialogues”A GUIDE TO DESIGN THE FACILITATION OF “DESIGN

DIALOGUES”

Synthesis

Scope

Method

People

Ideas

Process

Focus

Deloitte Innovation aware and “Bridge the

gap” between the individual and the company

through adding the group-level of innovation

As Deloitte Innovation

recognize design dialogues and place design

dialogues in Deloitte Innovation strategy as

part of the pillar Growth.

As facilitator:

Be aware of design thinking and design

acting, Start learning about design thinking,

Get connected with the internal and external

network, Keep designing your sessions and

“prototype” it and experience

Design Dialogues

Prototype it

Get connected

Start learning

Keep designing

Be aware

Scope

Method

People

Ideas

Process

Focus

Reflection

Thank you!

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