Design thinking : shaping the way industrial design business models create, deliver and capture value

Abstract

The purpose of this Master’s Thesis is to explore the application of Design Thinking as a valuable resource to any organisation, in this studies case the business model. Furthermore, it seeks to describe how the concept of ‘Design Thinking’ is shaping business models in the context of industrial design. By developing a language for and a description of these intersections and interdisciplinary roles. Consensus regarding the concepts of Design Thinking and the business model still needs development since this emerging area has become more established. An applied contextual research approach inevitably paints a new picture using the concepts and will also develop a language to assist design education, researchers and entrepreneurs in the industrial design praxis. The competitive advantage of any business is now driven even more by the intersection between different fields and disciplines. At this intersection exists the opportunity to understand the relationship between Design Thinking (a methodology that is grounded in industrial design) and the business model (a global concept for the logic of business) to help decision makers develop more sustainable pathways for design entrepreneurship. This research also addresses aspects of the changing role of industrial design and devotes the findings to the creative industries in South Africa. The research was conducted using a qualitative methodology, taking an applied context case study approach. Data were gathered from industry experts and three core cases: Thingking (design-maker consultants), Research Unit (a leather and luxury apparel company) and Nomanini, (provider of mobile solutions in the electronic domain).