The competency of Business and Entrepreneurship is one of the most important to me. A design is only valuable when it can be used to create value for people as well as the economy. Through the use of market trends and competition analysis a designer should be able to create their business case and validate this by testing. Next to this, I think that understanding organizations and their motivational drivers is very important to create value with your design in a multi-stakeholder context. Once you understand the micro economic principles of organizations then you can start to place a design in its macro-economic context.
In my electives ‘Trends and Forecasting’ and ‘Design with and for Multiple Stakeholders’ I learned about the basic tools and methods for spotting trends, analyzing customer needs, measure market potential, and mapping ecosystems. In my first project I applied this knowledge in order to create a business case for the design. This was followed by my USE learning trajectory where I gained more knowledge on entrepreneurship and strategy, which were then applied in the third course where we created our own startup. In these courses I gained a lot of knowledge regarding entrepreneurship, which I used in the TU/e contest with ‘Mivo’. We made it to the finals of the contest which taught me a lot about pitching your business and attracting professional interest. As I believe this competency to be very important in my design process I followed more in depth courses in my B3.1 semester. In the ‘Economics of Innovation’ courses I learned about micro and macroeconomics and how to analyze supply chains. Lastly, I followed an additional course about intellectual property rights to see how I could use this knowledge in my design process. In this course I learned the basics of intellectual property and also how to apply it in creating a strategy for your startup.
Throughout my Final Bachelor Project, I closely involved a lot of stakeholders in the Dutch maternity care. This helped the design team working on the interventions to gather insights about how this ecosystem works as well as the roadblocks and correlations. However, in order to create value with my project for the client I chose to create to parallel tracks in my design process. In one of the tracks I focused on gathering data from the innovation ecosystem of Dutch Maternity Care, which was of value for the client. Then, I used this as a case study to create my design, which could then be tested with the client because in order to view the contextual insights from the case study they could use the design. Therefore in my Final Bachelor Project I took a slightly different approach then what I learned in my courses. First, I made a design that has its own value proposition as a tool for designers, which is one of the things that I aspire to do as a designer. Second, through the creation of the map in my project I helped to guide a value creation process for this complex case. In this process I saw that taking the risk to do things differently may eventually lead to a more valuable solution that fits your context. Therefore, I think that being able to adapt tools and methods to fit your context is an important skill.