Design thinking to enhance the sustainable business modelling process

A workshop based on a value mapping process

Journal article (2016)

Authors

M. Geißdörfer Responsible Marketing and Consumer Behavior , University of Cambridge, Circular Product Design - IDE
N.M.P. Bocken Circular Product Design - IDE , University of Cambridge
H.J. Hultink Product Innovatie Management
Research Group
Circular Product Design (IDE) (TU Delft)
Value creation Business model innovation Design thinking Corporate sustainability Failed value exchanges Value ideation
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Published Date

2016

Language

English

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Faculty

Industrial Design Engineering

Department

Sustainable Design Engineering

Research Group

Circular Product Design

Abstract

Sustainable business model innovation is an emerging topic, but only few tools are currently available to assist companies in sustainable business modelling. This paper works towards closing this gap by bringing together ‘design thinking’ and ‘sustainable business model innovation’ to refine the creative process of developing sustainable value propositions and improve the overall business modelling process. This paper proposes a new workshop framework based on a value mapping process, which was developed by literature synthesis, expert interviews, and multiple workshops. The framework was transferred into a workshop routine and subsequently tested with companies and students. The resulting ‘Value Ideation’ process comprises value ideation, value opportunity selection, and value proposition prototyping. The integration of design thinking into the innovation process helps to create additional forms of value and include formerly underserved stakeholders in the value proposition. Thus, the Value Ideation process helps companies to improve their performance while becoming more sustainable. Workshop evaluations revealed that the Value Ideation process assists companies in enhancing their value proposition by including positive economic, societal, and environmental value and a wider range of stakeholder interests. The ‘design thinking’ elements stimulate the ideation process and help to harmonise often conflicting stakeholder interests.