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Tobias Kruse
Regional Business Design Director, EALA, Berlin, Germany
February 22, 2019

How to Design ‘Ahead-of-the-Curb’ Business Solutions

How to Design ‘Ahead-of-the-Curb’ Business Solutions

Each year, we predict the future of business, technology and design with our Fjord Trends report, compiled by more than 1,000 global leaders and experts from Fjord, design and innovation from Accenture Interactive.

But we don’t just predict the future—we reinvent it with the work we do every day.

Solutions with impact
I lead a team of around 60 colleagues in the Fjord Business Design practice in Europe, Latin America and Africa. We design solutions with impact—that are viable and sustainable in a business context.

The latest Fjord Trends report outlines seven trends that predict how we’ll measure success in 2019. Trend four, “Ahead of the curb”, shows the need for organizations to consolidate mobility services within a single, coherent ecosystem built on real-time needs. A good example is a mobility study I led for a large auto manufacturer undergoing a transformation from offering “just” cars to becoming a mobility provider.

The company needed to better understand people’s mobility behavior and motivations across the globe, and how these behaviors are influenced by the different environments in urban, suburban and rural areas.

As the project lead, I brought the right people and skills together across our company. We used a completely new project approach to merge qualitative user research and quantitative market research, keeping the streams aligned in an agile way to inform each other along the way.

We collaborated to develop the synthesis of what the research meant for the client and developed a strategic recommendation to put them on the path to successful reinvention.

People with passion
The thing I love most about working at Accenture is the people. I’m amazed by the talent and how you can always find an expert to collaborate with, no matter the skill needed.

My team is passionate and engaged—and very diverse, consisting of 19 different nationalities and a variety of backgrounds. We’re former wakeboard champions, musicians and startup founders, but what we all have in common is a business education and a strong interest and passion for human-centered design.

I’m a big believer in giving people room to explore and in spreading responsibilities. We’ve created community initiatives like topic guilds, in which a small group of team members who are interested in a future business design topic get the freedom to shape point of views and solutions. We share our knowledge all across Accenture.

Build a foundation
Want to do transformational work like mine?

Start out as a generalist by seeking exposure to many business-design relevant areas. A good foundation is learning business strategy and administration, as well as service design. Experience in lean and agile methodologies is also crucial.

Get as much practical experience as possible—from my perspective, practical experience usually trumps theory. It’s easier to get experience than you might think; write that business plan for your friend’s startup business idea, or attend business design meet-ups in your city.

Reinvent the future and do work that makes a difference every day. Find your fit with Accenture.


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