A Better Integration of Business and Design
Newton, Benjamin (2014)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014052710241
https://urn.fi/URN:NBN:fi:amk-2014052710241
Tiivistelmä
In many circumstances the fields of business and design are co-dependent, and as such integration between the fields is crucial to the success of both. Through his experiences in an integrated learning environment the author has noticed a difference in the working paradigms of each field. By exploring this paradigm gap and ways in which it might be bridged this thesis report endeavors to find ways to improve the integration between business and design. The benefits of better integration have potential to affect not only commercial firms, but also a wide array of stakeholders within society.
This report begins by looking at the mindsets at play in each field through review of existing research. A questionnaire is conducted to look at the personalities within each field. Case studies are conducted of businesses that have successfully used integrated strategies to their advantage. And a qualitative interview is conducted with four experts from the fields of concern. The results are delivered in the form of a four stage action plan.
The research shows that while businesspeople work with a paradigm based on efficiency and reliability, designers use a more empathy and validity based thought process. This difference in paradigm is seen to be the first obstacle to be overcome in achieving better integration and a four stage iterative action plan, the DEER cycle (Define, Educate, Encourage, Reinforce), is presented as a possible solution.
This report begins by looking at the mindsets at play in each field through review of existing research. A questionnaire is conducted to look at the personalities within each field. Case studies are conducted of businesses that have successfully used integrated strategies to their advantage. And a qualitative interview is conducted with four experts from the fields of concern. The results are delivered in the form of a four stage action plan.
The research shows that while businesspeople work with a paradigm based on efficiency and reliability, designers use a more empathy and validity based thought process. This difference in paradigm is seen to be the first obstacle to be overcome in achieving better integration and a four stage iterative action plan, the DEER cycle (Define, Educate, Encourage, Reinforce), is presented as a possible solution.