Informing a framework towards co-design within business models

Chris Speed, Mel Woods

Research output: Contribution to conferencePaperpeer-review


Design as a tool for innovation has developed rapidly in recent years, resulting in methods and processes such as strategic design, design management, service design and design thinking. When applied within a business context Design is an important driver for innovation, through processes such as knowledge transfer and exchange, codesign and ideation.

However, success of innovation within contemporary markets is complex as economic models within digital economies are changing the concepts of value and worth. The speed and connectivity of networks is challenging the simplicity of value chains and in contrast is developing value constellations (Normann & Ramirez’s 1994) in which the relay of data is shifting economies from push models to pull models. “Push” economic models are characterised by through the anticipation of consumer demand in order to create standardised products. In contrast “Pull” economies use customer side data to produce customised products and services that serve localised needs (demand-driven), usually in a rapid manner (Bollier 2006). In these new spaces for design products are no longer material, and services are no longer linear.

In order to engage in contemporary market models the designer should adopt a more informed position and assist in the development of an artefacts role within business models. Such a perspective requires research. This paper will explore how business models and market thinking can become a design material to ideate with and for. Using 'ideas bank' projects created from residential innovation 'Chiasma' sandpits from Design in Action (AHRC) Knowledge Exchange Hub, the paper will reflect on the potentials for co-designing innovation models.

"The difficulty lies, not in the new ideas, but in escaping from the old ones." John Maynard Keynes
Original languageEnglish
Publication statusPublished - 24 Oct 2014
EventAHRC Knowledge Exchange Hubs Conference 2014 - , United Kingdom
Duration: 1 Jan 2014 → …


ConferenceAHRC Knowledge Exchange Hubs Conference 2014
Country/TerritoryUnited Kingdom
Period1/01/14 → …


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