Creating Corporate Entrepreneurship

During the course, all teams were given a company for which they should produce a product. In our case this was Philips. By designing from the vision of the chosen company, we were able to experience what it is like to think from the perspective of a larger corporate organisation, and not from your own personal vision. As this was my first time doing this, it was an interesting learning experience to find the balance between what I wanted to do, and what would make sense for the company to do. This was also done with models I had never used before, like the New Product Development Perspective model, or the Acting Upon Ethics Model.

Within the groups we were told to take on different roles which were realistic representations of roles within the company, such as the Data Analyst, Consumer Marketing Manager, or Software Architect. These different roles made us consider theses which do not often come up in regular ID projects, which is a good experience to have. It also gave insight in how to deal when different perspectives and values within a company clash.

We ended up designing a set of products for people who work remote, and do not have access to a good working environment. Because of the pandemic which was going on at the time, and Philips’ focus on prevention in healthcare, we felt this would be a field which was room to move into, and fit well into Philips’ vision.