See more photos, videos and slide decks online: www.designatbusiness.com/datb16.html

NOTYET ANOTHER

The Community doesn’t need “yet another design conference”. We need a platform which connects design-minded change makers from large enterprises to openly share their experiences, and to learn from each other.

Therefore, the GOALS of the first Design at Business Conference on Nov 1 & 2 in Berlin were:

inspire, encourage and enable change makers working in multinational, large enterprises with outstanding CONTENT

create a trusting, safe and open ATMOSPHERE in which challenges can be shared

raise the VISIBILITY and relevance of a people-centric approach to innovation in a fast changing business world

CONFERENCE

HOW TO HUMANIZE THE DIGITAL TRANSFORMATION?

How to make digital transformation about people, not only about technology? What does that mean for us?

How to create a design strategy that connects design thinking and design execution? How to manage design as a strategic topic?

How do we foster a company culture that inspires and gives room for innovation? How to live this culture in daily business?

How do we as creatives want to work in the future? How do we influence the set-up of our working environment?

DESIGN INNOVATION CULTURE NEW WORK

While preparing the program, we realized: It’s not about pro-viding answers to the challenges we all face. It’s more important to ask the right questions, and to connect the dots of different disciplines (e.g. HR & IT), while shamelessly focusing on the human factor in our discussions, and our daily business.

“It has been AMAZING, REFRESHING, INSPIRING to be with so many design thinkers and

people that are so passionate about driving change within large organizations. We’ve

had GREAT SPEAKERS and covered a number of topics that I think are

RELEVANT to all the participants and I definitely got a lot out of it.“

Kristen Bennie, Head of Open Experience, Royal Bank of Scotland

AGENDA

It’s been an AMAZING DAY filled with stories fromfolks in the field that have been living on this journey oftrying to embed design thinking in highly structuredorganizations. The afternoon workshop was superENLIGHTENING because we were able to understandthe one thing that was resoundingly clear: no matterwhat structure, what organization, how big or small: weare all facing the SAME CHALLENGES.Jennifer Hirsch, Director Strategy & Innovation, Project Management Organization, Johnson & Johnson

After 1,5 days there is very CONDENSED INPUT for me from several perspectives of design, from organizational change towards making things happen.Markus Lemke, Volkswagen Financial Services AG

“

“

INSPIRING

“ Leading digital transformation by what we give room for as leaders

Change and agility need dynamics and stability

BABA SHIV Designing for the Human Brain

“Baba Shiv is Professor of Marketing at Stanford Graduate School ofBusiness with extensive research expertise in neuro-economics and itsapplication to entrepreneurial leadership and innovation culture.

Ulf Brandes, CEO and co-author of “Management Y”. He and his team at Brandes & Partners design and facilitate organization-wide programs for human centric innovation and leadership.

We have to leverage the IKEA effect

If you build a polished prototype, others will see the flaws. If you build a rough prototype, others will see the potential.

SPEAKER ULF BRANDESThe Power to transform: From inner change to innovation

Talk: https://www.youtube.com/watch?v=-c92UbHyZhkSlides: http://www.slideshare.net/DesignAtBusiness/presentation-ulf-brandes

“ What if we started with ourselves and design an organization where we can be the leaders we want to have?

Inspiration is a muscle that we need to train

DR. ROSLYN SAYERS

Making real what matters: Vision 2020 and a Culture of Ownership at Siemens

Dr. Roslyn Sayers is Strategic Projects Manager at Siemens drivingStrategic Foresight. With more than 20 years of experience she is anexpert of trend research, new work, and leadership.

As Executive Design Director at IDEO Munich, Leif supports his clients by translating their business challenges into opportunities they can tackle through design.

We want to see everyone leading in the organization

SPEAKER LEIF HUFFA Radical New Openness

Talk: https://www.youtube.com/watch?v=4ZF9IM_0-9USlides: http://www.slideshare.net/DesignAtBusiness/presentation-dr-roslyn-sayers-siemens Talk: https://www.youtube.com/watch?v=SMG3waT3Agg

“

You cannot OUTSOURCE EMPATHY. Holly O’Driscoll, Procter & Gamble

Design thinking and driving a culture of innovation takes a long time. It’s a JOURNEY for organizations.

Dr. Sam Yen, SAP

Don't be afraid to CHANGE the steps or the order of the things you do.” Kristen Bennie, Royal Bank of Scotland

SPEAK the language they understand. SURPRISEwith success. SHOW the opportunity. Dr. Michael Baeriswyl, Swisscom

DESIGN EXECUTIVE

Talk: https://www.youtube.com/watch?v=gr-Pm3WhZMU

“ “

We’re STILL AT THE VERY BEGINNING to move our mindset from this old way of thinking to a new way of thinking. And technology is faster. Prof. Ulrich Weinberg, Director. School of Design Thinking HPI Potsdam

“The combination of LEAN, AGILE, and DESIGN THINKING is the new blueprint for organizations. George Kembel, Former Executive Director and founder, Stanford d.school“

THE WAY

Talk: https://www.youtube.com/watch?v=5o63aZmQVcE

WORKSHOPS IN

VOLKSWAGEN ATFINANCIAL DRIVEWORKSHOP

HANDS-ON

•Prototyping new realities•Ups and downs of prototyping• Learning from failure

Brain writing,Objective ourselves,Sail the boat + anchor, Brainstorming, clustering, ranking

•Consistency when you come up with ideas • Politics as DT has arrived in organizations•Operating model – business within a business•Visibility (e.g. container at Daimler)•Regulations

Doing: how to get people into design doingNetworkPoliticsFearLearning

•Bring management into experience à need to be part• Incorporate learning from prototyping• Prototype skills for „doers and leaders“, identify them• Involve the customers•Working groups to share best practices•We are all at different stages in our design thinking journeys

Daniel, Bernd W., Sabine, Marketa, Josephine, Marin, Philippa, Alisa

Maarten, Jan S., Jens, Stephan, Rainer P., Betty, Holly, Lena, Leila

How to overcome resistance (politics)?How to make ideation funnels productive?How to institutionalize DT?How to build a prototype for a process? Institutional obligationsMaturity (with design thinking) at our companies

WORKSHOP

Hosted by Dr. Daniel Biedermann & Philippe Bahlburg fromIn the afternoons of the conference, community members from five different companies opened their doors, and hosted a workshop around a topic they wanted to explore with people from other organizations. At the end of every workshop, the participants summarized their results in the “Workshop Canvas”, and shared them back with the whole group.

Deutsche Bank: Adding value with Design Thinking in agile development: How do we combine Design Thinking with agile development methods and processes?

Daimler: Prototyping new realities in a culture where failing means learning. How do we test ideas for new products and services in a fast and easy way and ensure, that failing in such phases is recognized in our company as learning opportunity - and not as being not successful?

Microsoft: Design for digital transformation. How can we use Design and Design Thinking to ensure that the digital transformation creates future solutions, where not only technology but mainly the user is the driver for?

VW: Organizational Prototyping. Can Design Thinking help us to better understand organizational relations or even make the future more collaborative today?

SAP: Creating the right environment for creative work. How can space foster innovation culture? How to fill a space with life, considering both people and methodology? How to best leverage the spatial setup to form cohesive teams?

Hosted by Katharina Berger& Corinna Schreier from

Adding value with design thinking in agile development

Value proposition canvas

Focus on senior managers and product owners

In scope: corporatesOut of scope: entrepreneurial set-ups

Ilse van Hulle, Katharina Berger, Rasmus Belter, Telina Reil, Andrea (SAP), Juliane Ritter, Jens Otto Lange, Sabine Maier-Eicher, Till Eichenauer, Janine Panse, Manuel Cramer

• Even though we are all coming from different backgrounds the problems are always the same•Great to see how open people are to share

• Selecting the right topics•Creating empathy with the customers•Design thinking is better to drive organizational change

•How can we put it into practice?•What is the strategy to merge design thinking and design execution in daily business?•What are best practices from different companies?

How to humanize the digital transformation?

Lightning talk, discussions, ideation, synthesis

Reframed: How might we leverage design thinking to humanize the digital transformation?

Digital transformation for: company internal/external, society, individual

• Transparency is key, strive for equality, unity, more inclusion• Turn fear into opportunities and evangelize it into corporations•We can control technology, not the human part •We could take on responsibilities in the digital transformation for things that have impact on people.•We are driven by creating new value that becomes new experiences and relationships with customers/users, but it will require a change in the way we work à unforeseen paradigms

•How do we continue?•Which methods design thinking methods can be applied to humanize the digital transformation?•Where do we find good practices?• Is inequality going to polarize more and more? What is the nature of human-machine going to be in the future? How do we define the value in a company for thinking of a society’s well-being?

Florian, Ros, Manuel, Markus, Telina, Jens, Bart, Anja, Christoph, Jürgen, Maarten

Eric, Julia Dorbic, Heiko, Mito, Mikko, Katharina Kensy, Bas Griffioen, Markita Wilbert, Ben, Sam, Rich

Hosted by Bart Meuwssen, Juergen Doell & Florian Roth from

WORKSHOP

•What is holding us back from organizational transformation?•Map your organization related to your team/to you• Explore drivers of change and relationships

Warm-up,2 by 2 matrix,silent brainstorming, clustering, prototyping (building + reflection), relationship model

•Building prototypes for organization, team, and personal role• Personal perception of current organizational structure•Organizational drivers and how they are related to each other•Out of scope: planning

Marco, Betty, Andrea, Holly, Leila Uli, Pedro, Ulf, Janine, Simon, Sabine, Heiko, Mito, Tim, Alexander

Tanner, Casey, Deepa, Felipe, Maria, Anja, Kristine, Markus

•New set of tools•More work to be done•We are old and new at the same time•Mindset needs a deeper understanding•Connected to everyone, better sense of community•Community à empowerment à action• “What I have learned inspires me to take action”

•New role of HR? •What does “company” mean?• Is fear a barrier or a driver?• Is our customer driving change?•Can change happen with limited resources?

• KPIs are the big drivers for customers, money, behavior, top level, purpose, ecosystem

• We need ideas how to implement and leverage the drivers

Hosted by Leonie Fremgen & Alessandro Sposato from

Creating the right environment for creative work

Usage map, build your own space, brainstorming, discussions, voting (discussions), build on the ideas of others, visualizing, prototyping

Going to the other space, usage map, sketching principles, environment as influencing factor for creativity, SAP AppHaus

•Are there more examples and photos of spaces?•Change management: how to make it live?•How are results documented?•More to organize “next steps”•Define space

Participants created usage maps and evaluated their office spaces along the categories of activity, time, flexibility, interaction

Example:

Christof, Christoph, Marco, Jens, Ros, Jonas, Nina, Oli, Thit, Thomas

Jens, Rainer, Oliver, Jan, Kristen, Rasmus, Pietro, Stephan, Felix, Till, Jens, Joern, Rich, Eve, Julia, Julia

Collaboration, playfulness, flexibility,zoning

(for more information, reach out to Leonie)

Hosted by Andrea Augsten & Thorsten Jankowski from

WORKSHOP

Tapiwa Meda: tapiwa.meda@sap.com

Tapiwa Meda: tapiwa.meda@sap.com

OPENIt’s been fantastic – the COLLABORATIONof 50+ different organizations and theOPENNESS in sharing their stories, what’sbeen successful for them, what are somepatterns in terms of things to avoid, andtrying to drive this within the organization.It only works when there is an OPEN,HONEST DIALOGUE. I think we’ve cutright into it even if some people have metfor the first time today.Dr. Sam Yen, Chief Design Officer, SAP

“We enjoyed the sharing with the community becausewe like the OPENNESS and the ENTHUSIASM thepeople have here.Dr. Daniel Biedermann, Principal Business Consultant - IT Connectivity Daimler Trucks, Daimler

The Design at Business conference was just a fantasticopportunity to meet OPEN-MINDED PEOPLE and aGREAT COMMUNITY to share what they are doing intheir organization.Dr. Roslyn Sayers, Strategic Projects Manager, Siemens

““

We’ve experienced this community already for sixyears as a very open-minded group of people and we’veLEARNED already a lot.Katharina Berger, Head of Design Thinking, Deutsche Bank

“

HIGH

PARTICIPANTS

ADACAllianz SEAMAG Automobil- und

MotorenBMW GroupBoehringer Ingelheim

PharmaBosch EngineeringBrandes & PartnersConti Temic micro-electronic

D2I - design to innovateDaimlerDesign Thinking CenterDeutsche BankDeutsche Lufthansa

Deutsche TelekomErste BankFinancial DRIVEFraportGEGuentherLangeHeidrick & StrugglesHuddleHUGO BOSSIBMIDEOINDEED Innovationintive KupferwerkJanssen PharmaceuticaJohnson & Johnsonku.bus / Deloitte

LaunchlabsLoughborough University

LondonLufthansa GroupMicrosoftMoiritz J. WeigNestléNOVABASEPhilipsPorscheProcter & GamblePwCRainer PETEKRosenfeld MediaRoyal Bank of ScotlandSAP

Scherer IngenieureSchool of Design Thinking,

HPI PotsdamSiemensSiemens HealthineersStanford Graduate School of Business

Stanford d.schoolSwisscomTeslaUC San Diego Design LabUSEEDS°Viessmann WerkeVolkswagenXPLANEZattoo

PARTICIPANTS FROM 57 COMPANIES & ORGANIZATIONS

HIGH

HIGH

TOP TWEET

How do you rate the overall experience of the event?

How much did you like the atmosphere?

To what extend did the event meet your expectations?

How useful is the conference content for your daily job?

How likely would you come again next year?

Source: participant survey, n= 31 answers

I LIKE:

“We spirit”

It was for me the event with the biggest learning effect since 20 years!

I WISH:

More opportunity to informally discuss areas of interest

More time for in-depth discussions

AVERAGE

OVERWHELMING

CONFERENCE PHOTOS & VIDEOSARE BROUGHT TO YOU BY

© 2016 Design at Business

Concept & Text

Maren Christin Mueller, SAP

Ann-Sofie Ruf, SAP

Design

Hyun Lee, SAP

Photos

Jason Terschueren, Berlin

www.jasonterschueren.de

This document is published under Creative Commons license Attribution-Non Commercial-Share Alike 4.0 International. (CC BY-NC-ND 4.0).

Photos courtesy of the respective owners.

More information: https://creativecommons.org/licenses/by-nc-nd/4.0

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MAREN CHRISTIN MÜLLER

Design Community StrategistSAP Design and Co-Innovation Center

maren.christin.mueller@sap.com

TOBIAS HAUG

Head of Design- & Co-Innovation Center EMEASAP Design & Co-Innovation Center

tobias.haug@sap.com

CONTACT