Beginning Your Design Journey
Tell me more about Business Design
Think of it this way: a company presents you with a ‘problem’. Instead of taking it at face value or shoehorning a prepackaged solution onto the problem, you dig deeper. Using ethnographic research, you study the end-user, uncover their needs and develop ideas that address these needs. After a lot of back and forth with the user, you tailor solutions that work with them in mind. This is how organizations are innovative: by identifying needs and building solutions from those needs.
Fun fact: you do not need to be artistic or be a “creative" person. Business design is a process that anyone can learn, it requires that you are open to new experiences and ways of thinking. The BDC will help you on this journey of discovery!
Who Do You Aspire To Be?
Besides the core academic curriculum, you get to choose your own adventure at Rotman: elective courses, clubs, events, and coffee chats all help shape the future of your career. We have identified three personas of BDC members, each with different levels of engagement with business design in their career. The BDC will satisfy the needs of each of these personas through our events.
Which one do you identify with? What are your design career aspirations? Of course, be prepared to shift between personas as you learn more about Business Design and about your career goals.
Explorer
I have heard that Business Design is a big thing at Rotman and want to know more. I am new to the concepts, but I have a curiosity to see what I could learn and how I might borrow the methodology for the occasional project or task.
The BDC will:
- Guide you to places you can learn more
- Help you integrate concepts into a problem-solving toolkit
- Empower you to speak confidently on the benefits of your chosen role
Translator
I am familiar with the concepts and the tools that I can use strategically in my future. I understand how the different exercises fit together in a sprint but want to practice surfacing some unexpected needs and how to manage stakeholders through ideation and prototyping.
The BDC will:
- Arm you with design toolkits
- Show you what to use and when
- Find roles where Business Design will shape your contribution, if not your job description
Practitioner
I live and breathe Business Design. I am deep in the weeds with the different methodologies, have experience with ethnographic research and have my sights set on a role which allows me to use Business Design on a daily basis.
The BDC will:
- Help expand the nuance of your understanding
- Position and help navigate you through experiences, connections and with portfolio building
Who’s Using Business Design?
A variety of organizations use business design to understand their customers to create products that best serve them. Business design is also used to understand the needs of their employees to develop practices that make them happier and productive.
Some job titles that use business design are: service designer, customer experience designer, design researchers, strategic planner, (customer) insights manager, marketing manager, business model analyst, change management specialist, HR manager, and management consultant.
Below is a sample of firms where business design is used, many of which have Rotman alumni.
Why Should I Join the BDC? Isn’t Taking Business Design Courses Enough?
The Business Design Initiative (BDI) at Rotman provides courses and sources internships. Its offerings are an absolute must if you want a solid theoretical foundation in design-focused methodologies and experience in the design process. Sadly, Business Design is not taught in the core curriculum: for full time MBA students it is only in the fourth term (March to April) that students take elective courses which include business design. BDC programming is held throughout the year, so you can start engaging with design theory, get experience, and engage with industry professionals early. If you choose to do BDI courses the BDC will still be there to offer industry events and help develop your portfolio.