{"id":17840,"date":"2023-03-20T04:03:22","date_gmt":"2023-03-20T07:03:22","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?p=17840"},"modified":"2023-03-20T11:18:17","modified_gmt":"2023-03-20T14:18:17","slug":"business-design","status":"publish","type":"post","link":"https:\/\/cba-design.com\/latam\/en\/business-design\/","title":{"rendered":"Business Design and the future of your business\u00a0"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"17840\" class=\"elementor elementor-17840\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-97cf5fd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"97cf5fd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fa397e6\" data-id=\"fa397e6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8438a1d elementor-widget elementor-widget-text-editor\" data-id=\"8438a1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>But what is business design?\u00a0<\/h3><p>Business design is an operational style that combines business, strategic, and analytical approaches with the practices and mental model of design. It helps structure how each element of a business model affects the experience of customers and users.\u00a0<\/p><p>In other words&#8230;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2eb9f0c elementor-widget elementor-widget-text-editor\" data-id=\"2eb9f0c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h1>it is a method for generating business value through the lenses of business thinking \u2013 focusing on business&#8217; layers \u2013 and design thinking \u2013 focusing on people.<\/h1>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2452ecc elementor-widget elementor-widget-text-editor\" data-id=\"2452ecc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The discipline works at the intersection of feasibility, viability, and desirability to create innovation, helping companies and organizations move from point A to point B through a designed business model, or business model created based on the design approach.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b2b234b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b2b234b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-40b5233\" data-id=\"40b5233\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-15cc37c elementor-widget elementor-widget-image\" data-id=\"15cc37c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-06-1400x788.jpg\" class=\"attachment-large size-large wp-image-17813\" alt=\"Business Design\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-06-1400x788.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-06-1120x630.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-06-520x293.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-06-768x432.jpg 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-06-1536x864.jpg 1536w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-06-2048x1152.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f9c9bb8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f9c9bb8\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b51f51e\" data-id=\"b51f51e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a79721d elementor-widget elementor-widget-text-editor\" data-id=\"a79721d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Why is business design so important?\u00a0<\/h3><p>In the\u00a0<a href=\"https:\/\/stephangrabmeier.de\/bani-versus-vuca\/\" target=\"_blank\" rel=\"noopener\">BANI<\/a>\u00a0(\u201cB:rittle, A:nxious, N:on-linear and I:ncomprehensible\u201d) world we live in, business design can be extremely valuable to a company.\u00a0 The growth of startups, rapidly shifting markets, and ever-evolving technological possibilities require the creation of innovative business models and the reassessment of conventional ones. Business design, among other things, provides the tools and methods to develop and test business models with a truly human-centered value proposition. But the discipline addresses many other issues. Here are some of its applications:\u00a0\u00a0<\/p><ul><li>Design new services and revenue streams,\u00a0<\/li><li>Respond to growth challenges,\u00a0<\/li><li>Optimize costs and improve profitability,\u00a0<\/li><li>Design organizational structures,\u00a0<\/li><li>Reposition brands,\u00a0<\/li><li>Design the products value proposition,\u00a0<\/li><li>Reorganize existing models and discover new opportunities.\u00a0\u00a0<\/li><\/ul><p>It is a strategy that can help brands and businesses overcome a variety of problems, but how does this relate to the design approach? How does a business designer act in the design process?\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2ffc622 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2ffc622\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-400fa7e\" data-id=\"400fa7e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c8fa8d4 elementor-widget elementor-widget-text-editor\" data-id=\"c8fa8d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Understanding the role of a business designer\u00a0\u00a0<\/h3><p>The three primary functions of a business designer during a design process are:\u00a0<\/p><p><b>1.<\/b> Use a business perspective to guide or inform the design process in order to make sure that the final product effectively addresses business issues.\u00a0<\/p><p><b>2.<\/b> Translate design solutions into value and impact using a language that business stakeholders are familiar with in order to prove that design provides solutions to business problems.\u00a0<\/p><p><b>3. <\/b>Use human-centered methodologies to strengthen the commercial and financial aspects of design work to produce services and products that are viable.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e3e6903 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e3e6903\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-26fb38f\" data-id=\"26fb38f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-18e6d1b elementor-widget elementor-widget-text-editor\" data-id=\"18e6d1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Learning the main characteristics of business design\u00a0<\/h3><p><span class=\"TextRun MacChromeBold SCXW105013508 BCX0\" lang=\"PT-BR\" xml:lang=\"PT-BR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105013508 BCX0\">To understand what is meant by business design and the mindset of business designers, it is essential to keep in mind four major pillars: multidisciplinary approach, abductive reasoning, customer focus, and prototyping.\u00a0\u00a0\u00a0<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e4e73ea elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e4e73ea\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f09b43a\" data-id=\"f09b43a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-993c050 elementor-widget elementor-widget-image\" data-id=\"993c050\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"511\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-08-1400x511.jpg\" class=\"attachment-large size-large wp-image-17818\" alt=\"Business Design\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-08-1400x511.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-08-1120x409.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-08-520x190.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-08-768x280.jpg 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-08-1536x560.jpg 1536w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2023\/03\/CBABG-Business-Design-IV-01-08-2048x747.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7f9575b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7f9575b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4154a1f\" data-id=\"4154a1f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d3b0e7d elementor-widget elementor-widget-text-editor\" data-id=\"d3b0e7d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8211;\u00a0<\/strong><b>Multidisciplinary approach\u00a0<\/b><\/p><p>Design thinking emphasizes the value of assembling a diverse team, including the different stakeholders and users of the company&#8217;s product or service, to avoid having one viewpoint dominate the outcome. This combination enables us to examine the issue from various angles and ask the pertinent questions, such as: Is it desirable? Can we really do that? Does this make sense for my business?\u00a0<\/p><p><strong>&#8211; Abductive reasoning\u00a0<\/strong><\/p><p>Abductive reasoning derives from design thinking. Most business school programs teach deductive reasoning \u2013 from rules to conclusions \u2013 and inductive reasoning \u2013 from examples to rules. In clearly defined contexts, both deductive and inductive reasoning perform well. Working with businesses, however, frequently entails having access to insufficient information in a highly complex system. The concept of wicked problems, a term coined by Herbert Simon \u2013 a scientist and the inventor of design thinking, explains it: the more complex and multidimensional the problems, the more they demand a collaborative methodology and a deep understanding of human needs. Therefore, abductive thinking, a combination of inductive and deductive reasoning, is actually more suitable for such situations.\u00a0\u00a0<\/p><p><strong>&#8211;\u00a0<\/strong><b>Focus on the user<\/b><\/p><p>Business design uses user-centered and empathic design approaches. The starting point of any challenge is people. Every strategy is built based on a deep understanding of users, including information on their problems, objectives, and pain points. This helps us develop solutions that best fit their lifestyles.\u00a0<\/p><p><strong style=\"color: var( --e-global-color-primary )\">&#8211; Prototyping<\/strong><\/p><p>Business designers create prototypes not only to prove their validity but also to learn. To come up with the best-case scenario, we don&#8217;t simply consult a spreadsheet. We launch products and services to test the business. We develop financial projections and business cases to prove the financial viability of a product. We outline product ideas that represent strategic trade-offs to inform our strategic decisions. We create extreme business model scenarios and use them as prototypes to learn from customers, suppliers, and other stakeholders. We occasionally produce business pitches that help make new business ideas concrete so that organizations can support the development of spin-offs or fund a startup.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a68b5ed elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a68b5ed\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-007cacf\" data-id=\"007cacf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f0d6bb elementor-widget elementor-widget-text-editor\" data-id=\"7f0d6bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Want to know more about design and branding?<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4929306 elementor-align-center cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"4929306\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/page-latam.cba-design.com\/subscribe-blimp-lp\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-text\">SUBSCRIBE TO OUR NEWSLETTER! <\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b38ff25 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b38ff25\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1e52105\" data-id=\"1e52105\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5aa45f3 elementor-widget elementor-widget-text-editor\" data-id=\"5aa45f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>In short, what is business design?\u00a0<\/h3><p>Business design is&#8230;.<\/p><ul><li>A process whose key principle is to be user-centered.\u00a0<\/li><li>A mental model that combines different disciplines, generating quick insights.<\/li><li>A qualitative and quantitative data analysis work.\u00a0<\/li><li>A discipline that looks simultaneously at the three spheres of a business model: desirability, feasibility, and viability.\u00a0<\/li><li>A design lens that views business models as something to be designed\u00a0<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-776e5bb elementor-widget elementor-widget-text-editor\" data-id=\"776e5bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>How can CBA B+G help?&nbsp;<\/h3>\n<p>The discipline of business design is relatively new, the result of the growing pressure on design teams and design agencies to adapt their work to a business context. Today, it is part of CBA B+G&#8217;s worldview on design. From graphic to business design, we believe that design is first and foremost a way of thinking that uses methods and mental models to solve problems based on the consumer experience. We work beyond the surface of our clients&#8217; businesses, fully meeting their needs through projects that include branding, service design, marketing, and business modeling.&nbsp;<\/p>\n<p>If you want to know more about the subject or if you are interested in working with us on a project, do not hesitate to <a href=\"mailto:contato@cba-bmaisg.com\">contact us<\/a>.<\/p>\n<p><br><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>But what is business design? Business design is an operational style that combines business, strategic, and analytical approaches with the practices and mental model of design. It helps structure how each element of a business model affects the experience of customers and users. 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