WHAT IS A BUSINESS DESIGN RUN?

The Business Design Run is used to refine existing products and services or to design entirely new business models.

The process is based on the first two ‘diamonds’ in the Business Design Blueprint – the problem fit & the solution fit. It starts with identifying the right problem, identifying relevant social, technical and market developments and empathising with the target group. Only then is it time to devise and test targeted solutions. A validated prototype can be created within just a few weeks.

The Business Design Run is an intensive, iterative process in which we make ideas tangible in various workshops and consistently validate them among end users. We also incorporate stakeholder go/no-go moments, so we don’t get stuck or have to go back in the process. We go through the following steps together with the team:

WHAT IS THE RESULT?

Naturally, a Business Design Run delivers the following:

  • A validated prototype tested among the target group. Clear insight into the potential of the idea. It is clear what the success factors are and what still needs to be worked on.

In addition:

  • Iterate or go on to MVP: a decision about whether iteration is necessary or whether it’s time to move on to the market fit phase (MVP).
  • Clear insight into the target group’s needs (Job to be Done): deepening your knowledge of existing and potential customers. What are they experiencing and what has helped them?
  • Concrete business challenge & customer challenges: clear criteria for the solution to meet in order to add value for both the organisation and the customer.
  • Business Model Canvas (BMC) & Value Proposition Canvas (VPC): an overview of the most important elements of the business model, linked to the world of the potential user. The BMC and VPC are used dynamically and are continuously validated and adapted throughout the entire process.

Additionally:

  • Job satisfaction and energy: the visible development of a prototype provides an energy boost and job satisfaction. This way of working together makes every participant equally important and therefore provides balance and a sense of fulfilment.
  • A different way of working: a structured way of giving each participant a voice while keeping the momentum of the process going. See our Business Design Habits.

WHEN DO YOU UTILISE A BUSINESS DESIGN RUN?

If you suspect or perceive that your product or service is no longer optimally meeting your customers’ needs (or future needs), you can make use of a Business Design Run. But how do you choose between a Run and a Sprint? These are the differences between the two:

Business Design Run

  • Two months
  • There is little insight into customer needs, issues and jobs to be done, so an extensive problem fit is required
  • When a lot of internal support still needs to be created
  • Multidisciplinary team of more than six people and stakeholders who must give their approval
  • Large/extensive prototype with room for possible iteration rounds

Business Design Sprint

  • Four days
  • For projects with an imminent deadline and for projects that have somehow reached an impasse
  • If there is a concrete and validated core problem to address
  • Team of six people who have internal agreement to develop the prototype
  • Small prototype or just a part of one

FOLLOW UP: MVP KICKSTART

The Business Design Run allows you to make a huge leap: in a relatively short period of time you will have created a validated prototype by defining and testing the right problems. But you’re not quite there yet. It’s important to keep up the pace and continue, and prepare your solution for the market; otherwise known as the market fit phase! (See below)

For this we have the MVP kick-start: the ultimate preparation for building your MVP. With this we ensure a seamless link between the prototype (solution fit) and MVP (market fit).

Firstly, all of the crucial technical, legal, financial and organisational aspects are identified, resolved or eliminated. This ensures a desirable, feasible & viable design for your MVP. Then we broaden the circle of stakeholders to increase the chance of success. Finally, we describe the features to be included in MVP-1, what the test design is and what the learning goals and KPIs are.

If you would like to talk to us about what the Business Design Run can do for your team, please feel free to contact us:

Send us a message

Olaf Rutten | Programme manager Mission 2030 | ABN AMRO

Perspective knows how to determine the needs of the customer in an astute and comprehensive manner. They then identify concrete methods for meeting those needs, while bearing in mind the business viability and technical feasibility. They keep the project going at a good pace, which led to the development of a prototype for our corporate real estate clients in a short period of time.

Jan-Bart Bij de Vaate | Senior Marketeer Data Solutions | PostNL

The added value of Perspective is that they are able to translate the world of the target group into specific and impactful solutions. Their process guidance changes your way of thinking, leading to great and extremely usable results. Extraordinarily valuable!

Rijksoverheid

Design run

PUBLIC DESIGN WHEEL

We received the opportunity to introduce the Dutch government to the Public Design approach. In cooperation with the ministries of General Affairs, Infrastructure and Water Management, Social Affairs and Employment and Economic Affairs and Climate Policy, as well as locally involved parties, we carried out a variety of Design Runs. The result was acceleration and surprising interventions that were enthusiastically embraced by all those involved.

ABN AMRO

Design run

SUSTAINABILITY OF COMMERCIAL PROPERTIES

ABN AMRO has the ambitious goal of transforming all commercial properties in the Netherlands to energy label A by 2030. We tackled UX design, marketing automation, sales and product financing and created a strategy and a tool, with a soft launch for 500 corporate clients within just a few weeks.

PostNL

Design run

POSTNL FASHION APPROACH

Together with a multidisciplinary team, we designed the first market approach that transcends the individual business units within PostNL. Following introduction, it immediately resulted in greater RO(M)I, increased sales, more sales qualified leads and a stronger reputation for PostNL as a knowledge partner in the fashion sector.

Rabobank

Design run

180 AMSTERDAM CAMPAIGNS

Together with advertising agency 180 Amsterdam and their client Rabobank, we created a design approach that drastically reduces the lead time for developing large campaigns. By starting with empathy for the client and failing faster, it’s possible to achieve communication with greater impact.

Rijksoverheid

Design run

PUBLIC DESIGN WHEEL

We received the opportunity to introduce the Dutch government to the Public Design approach. In cooperation with the ministries of General Affairs, Infrastructure and Water Management, Social Affairs and Employment and Economic Affairs and Climate Policy, as well as locally involved parties, we carried out a variety of Design Runs. The result was acceleration and surprising interventions that were enthusiastically embraced by all those involved.

ABN AMRO

Design run

SUSTAINABILITY OF COMMERCIAL PROPERTIES

ABN AMRO has the ambitious goal of transforming all commercial properties in the Netherlands to energy label A by 2030. We tackled UX design, marketing automation, sales and product financing and created a strategy and a tool, with a soft launch for 500 corporate clients within just a few weeks.

PostNL

Design run

POSTNL FASHION APPROACH

Together with a multidisciplinary team, we designed the first market approach that transcends the individual business units within PostNL. Following introduction, it immediately resulted in greater RO(M)I, increased sales, more sales qualified leads and a stronger reputation for PostNL as a knowledge partner in the fashion sector.

Rabobank

Design run

180 AMSTERDAM CAMPAIGNS

Together with advertising agency 180 Amsterdam and their client Rabobank, we created a design approach that drastically reduces the lead time for developing large campaigns. By starting with empathy for the client and failing faster, it’s possible to achieve communication with greater impact.

Rijksoverheid

Design run

PUBLIC DESIGN WHEEL

We received the opportunity to introduce the Dutch government to the Public Design approach. In cooperation with the ministries of General Affairs, Infrastructure and Water Management, Social Affairs and Employment and Economic Affairs and Climate Policy, as well as locally involved parties, we carried out a variety of Design Runs. The result was acceleration and surprising interventions that were enthusiastically embraced by all those involved.

ABN AMRO

Design run

SUSTAINABILITY OF COMMERCIAL PROPERTIES

ABN AMRO has the ambitious goal of transforming all commercial properties in the Netherlands to energy label A by 2030. We tackled UX design, marketing automation, sales and product financing and created a strategy and a tool, with a soft launch for 500 corporate clients within just a few weeks.

PostNL

Design run

POSTNL FASHION APPROACH

Together with a multidisciplinary team, we designed the first market approach that transcends the individual business units within PostNL. Following introduction, it immediately resulted in greater RO(M)I, increased sales, more sales qualified leads and a stronger reputation for PostNL as a knowledge partner in the fashion sector.

Rabobank

Design run

180 AMSTERDAM CAMPAIGNS

Together with advertising agency 180 Amsterdam and their client Rabobank, we created a design approach that drastically reduces the lead time for developing large campaigns. By starting with empathy for the client and failing faster, it’s possible to achieve communication with greater impact.

Perspective Design Run lead Titia | +31 6 166 122 02

“For more information about the MVP kick-start sessions, please contact us and we'll send you our standard quote.”

Perspective Design Run lead Renske | +31 6 171 422 40

“Not sure whether the Business Design Run or Business Design Sprint best suits your needs? We can help!"

Contact us

Can we assist you and your company in finding more suitable solutions? Would you like to exchange ideas or find out more about our Business Design approach? Are you interested in mastering the art of Business Design as well? Please feel free to contact us either by e-mail at contact@perspective.amsterdam or telephone on +31 (0)20 7774071.

© 2024

Perspective
Sarphatistraat 634
1018 AV Amsterdam
T: +31 (0)20 777 40 71

Parking:
Louise Wentstraat 137

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