Design 4.0 – Digital Business Model & Transformation Design Workshop

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Design 4.0 – Digital Business Model & Transformation Design Workshop with Martin Walter and Prof. Sven Schelwach

A Digital Business Model Design Workshop was held from September 23rd to 25th at Hongik  University International Design School for Advanced Studies (IDAS).
Industry 4.0, also known as the “4th industrial revolution” is a disruptive global trend.
Technologies such as IoT, AR, VR, Additive Manufacturing, Big Data and AI lead to innovative products and services (B2C), and profoundly transform how these products & services are designed, manufactured, deployed and implemented (B2B).
Deloitte Digital Ventures currently consults one of the world’s largest automobile  manufacturers in Germany to design and develop the corporation’s digitalization strategy in the context of industry 4.0.

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In the workshop IDAS students learned about the digitalization of business segments, exponential organisations, business modelling, and sustainable product-service systems design.
Martin Walter, Senior Manager at Deloitte Digital Ventures and Prof. Sven Schelwach of IDAS, facilitated and coached the students to develop innovative digital business model concepts using design-thinking and human-centered design methodologies.

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The concepts were presented in an investor pitch format and evaluated in terms of the teams’ research and solution approach, business model viability, and potential social & environmental impact.

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Prof. Sven Schelwach:
Martin, it has been your first workshop here at IDAS. What was your impression, and what insights are you taking from this experience?

Martin Walter:
I am very glad that I got the opportunity to do this workshop at IDAS and the results  exceeded my expectations. It was insightful and a lot of fun working with these highly  talented students. I knew that for most of them the topic digitalization in a business context  as well as business modelling was relatively new and un-explored. But I was amazed how  quickly the students picked up the theoretical frameworks from my lecture and applied  them instantaneously. The dedication and passion the students showed, although the  workshop took place in their free time, was exhilarating. I was truly impressed by the  presentations of their creative business concepts in the end. Some of the ideas have great  market potential and a realistic chance to be implemented and will help to make that  happen. I am looking forward to working with IDAS students again in a business or project  context.

Prof. Sven Schelwach:
Deloitte, and many other large consulting companies, invests heavily into user experience  and service design. How do you perceive the role of design in your teams’ work?

Martin Walter:
We are in a time where almost all industries shift from a product to a service dominant  logic. Services, especially digital services are only as good as perceived by the customer.  Therefore, the design, user interaction, customer touch-points, and user centricity evolved  to be the key factors that make businesses successful. In this context you can’t consult  companies anymore without talking about the customer perception and experience. In my opinion these were always key capabilities of all design disciplines. Hence these skills are needed to find the best solution for our customers.

Prof. Sven Schelwach:
Aside from design proficiency, what skills and capabilities do you consider to be important  for new hires.

Martin Walter:
There is no standard set of skills I am looking for in new hires as I believe in diverse team  compositions. Having said that, prospective consultant hires should count some of the  following skills their own:

– A feeling for common sense
– Team player
– Logical
– Passionate about problems and solutions
– Creative and analytical driven
– Communicative and being able to tell a story in text and graphics
– Business acumen

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Martin Walter is a senior manager currently working for Deloitte Digital Ventures. Martin has 10 years of technology and  anagement consulting experience with a strong focus on digital business model development. He has a passion for generating business ideas and their transformation into sales revenue.

Martin has successfully closed multiple 50+ million € agreements and lead teams up to 30 people.

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Prof. Sven Schelwach (스벤 쉘바흐) teaches sustainable design at IDAS. With a background in business and IT (IBM Germany 100% club), and a M.A. in Design (Northumbria University, UK), he consults in eco design practice and researches in design for sustainability. Sven is an advisory professor for the Samsung

Design Membership, a juror for the Korea Association of Industrial Designers (KAID) PIN-UP DESIGN AWARDS, and the initiator of Hongik University DESIS Lab.

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