Business Design

Business design focuses on how to use the designer's way of thinking and the methodical and creative design process to understand, challenge and design user and customer-driven innovation in companies' business models.

The course will provide an introduction to business design. In the course, we work practically with a real business case.

The focus is on the application of user- and customer-centered design approaches and tools for business modeling and service development, as well as an understanding of drivers for business development.

Knowledge goals  

• Insight into key topics and issues in user and customer-driven business modeling.
• Understand basic methods and concepts for the design process and business modeling.
• Knowledge of user-centered design methodology and be able to apply design methodology as value creator in business development.
• Carry out activities that provide a basic understanding of the assignment and the client.
• Gather and analyze basic insights through activities such as mapping, researching and interviewing.
• Gain experience in identifying and explaining choices related to defining problems, users and customer needs, business goals and design goals.
• Knowledge of using different tools and methods in the design process for business development, for exploring and disseminating user insight and empathy, such as personas and Value proposition design, problem definition, idea generation, concept development and be able to plan a basic business design process.
• Know the components and main concepts of a business model related to the business model.

Skill goals

• Be able to apply professional knowledge to practical and theoretical issues
• Master the most central methods and tools at a basic level.
• Be able to carry out a business design process with relevant professional tools and techniques.

General competence:

• The student must in an independent way, and through critical thinking, be able to choose and apply the above-mentioned tools and methods to solve given tasks.
• The student must be able to plan the process of solving given tasks independently, and through critical thinking.
• In different situations, the student must show cooperation and responsibility towards the working group in particular and the class in general.

• Group work
• Lectures
• 3 compulsory deliveries
• 2 compulsory supervisions
• Compulsory deliveries must be approved to take the exam