Design Thinking as a Tool for Opportunity Assessment
Author
Thorup, Mikkel
Term
4. semester
Education
Publication year
2019
Submitted on
2019-06-03
Pages
52
Abstract
Dette kandidatspeciale undersøger, hvordan en forretningsmulighed kan vurderes, og om den er værd at forfølge. En foranalyse gennemgår litteratur om forretningsmuligheder (typer, identifikation, udvikling) og den udbredte brug af forretningsplaner, men peger på, at planer bygger på uprøvede hypoteser om kunder, behov og koncept og dermed indebærer risiko. For at reducere denne risiko anvendes en brugerdreven tilgang: et design thinking-forløb på en case inden for digitalt efterliv. Gennem gentagne faser med problemforståelse, interviews med potentielle brugere, formulering af indsigter, idéudvikling, hurtig prototyping (bl.a. skitser og en landing page) og brugertests udvikles et produktkoncept, som opleves som ønskværdigt af målgruppen. Casen indikerer, at design thinking kan validere problem-løsning-fit og dermed understøtte eller gå forud for forretningsplanlægning i vurderingen af forretningsmuligheder.
This master’s thesis examines how to assess whether an entrepreneurial opportunity is worth pursuing. A pre-analysis reviews literature on entrepreneurial opportunities (types, recognition, development) and the common use of business plans, noting that plans rest on untested assumptions about customers, needs, and the proposed concept, which introduces risk. To reduce this risk, the thesis applies a user-driven approach: a design thinking process on a case in the domain of digital afterlife. Through iterative phases of understanding the problem, interviewing potential users, framing insights, ideation, rapid prototyping (including sketches and a landing page), and user testing, a product concept perceived as desirable by the target users was developed. The case suggests that design thinking can validate problem–solution fit and thereby inform or precede business planning when assessing entrepreneurial opportunities.
[This summary has been generated with the help of AI directly from the project (PDF)]
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