This presentation will delve into the emerging role of design as a game changer for big corporations in the challenge of business transformation and competition with the startups world. Through a few principles, I will show how new design discipline such as service and strategic design can help even big corporations can evolve their organization, empower the human experience and embrace the nimbleness and fast paced innovation practices typical of the startup ecosystem.

1. Design for
corporate transformation

4. Disruptors are setting a
new level of expectation

5. but the real market remain the “old one”

6. Market segments
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7. Players on the market
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8. LEADERSEARLY FOLLOWERSFOLLOWERSLATE FOLLOWERS STARTUPS
Value per customer

9. LEADERSEARLY FOLLOWERSFOLLOWERSLATE FOLLOWERS STARTUPS
Business strategy
Disrupt
existing markets
Build
exponential organizations
Try to
transform their business
Try to
survive

10. LEADERSEARLY FOLLOWERSFOLLOWERSLATE FOLLOWERS STARTUPS
Business strategy
Build
exponential organizations
Try to
transform their business
Try to
survive
Disrupt
existing markets

11. The business
transformation

12. implement leaders
models
reshape the internal
service & org. model
use technology to
empower workforce
the transformation challenge
convert into
exponential

13. Future market
Human
expectations
Technological
opportunities
Business
transformation
Past Now Soon Tomorrow Future
ARTIFICIAL
INTELLIGENCE
WEB
MOBILE
SMAC
ROBOTICS

14. Future market
Human
expectations
Technological
opportunities
Business
transformation
Opportunity
space
ARTIFICIAL
INTELLIGENCE
WEB
MOBILE
SMAC
ROBOTICS

15. The “human” issue

16. THE HUMAN ISSUE
how to change organization and
introduce technology in the real context

17. design & business transformation

18. a totally new role for design

19. support the transformation process across silos
services touchpoints processes organizations

20. UNDERSTAND
players and
natural processes

21. FACILITATE
explicit collaboration
and communication

22. MAP
the real world
complexity

23. SET
Vision in front
of key peoples

24. BALANCE
technology and
human experience

25. DESIGN
new internal
service models

26. to build the magic age in
professional context

27. Thank you
@lucamascaro
www.sketchin.ch