Design-driven external analysis: A framework for adaptation and innovation in digitally native enterprises

In an environment characterized by constant evolution and uncertainty, the analysis of external factors with a design thinking approach is crucial for adaptation, identification of opportunities and mitigation of risks in digital native companies.

This topic is what the article written by Francesc Font Cot, Alessandro Manetti, Pablo Lara Navarra and Enric Serradell López, the last two members of the Management & e-Learning (MeL) research group, talks about. The article was published in the Journal of Infrastructure, Policy and Development in 2024.

Objectives and Methodology

The main objectives of the study are the development of the ASPECT strategic analysis tool, the validation of the effectiveness of the design thinking methodology in research, the use of mixed research methods together with design methodologies to study trends in the markets.

Firstly, an exhaustive literature review was carried out on external analysis, design thinking and future scenarios in the context of these companies. Subsequently, workshops were held with a group of experts to identify and discuss the relevant trends and macrofields that would make up the ASPECT framework.

In addition, surveys were designed to collect quantitative data on the perception of experts regarding the identified trends and their impact on native digital companies. A detailed analysis of the collected qualitative and quantitative data was performed to identify patterns, trends, and significant relationships. Finally, the ASPECT framework was applied in a case study with the company Incapto in the specialty coffee sector to evaluate its effectiveness in identifying specific opportunities and challenges for this type of companies.

Results and Conclusions

The study revealed that the ASPECT analysis framework was effective in comprehensively interpreting complexity in the external analysis of digitally native companies. 224 relevant trends grouped into six macrofields were identified, which made it possible to visualize specific opportunities and challenges for companies like Incapto in the specialty coffee sector. The conclusions highlighted that ASPECT offers a flexible and exhaustive tool for external analysis, surpassing traditional tools such as SWOT analysis, PESTEL or the Business Canvas Model.

Additionally, integrating design methodologies into external analysis can boost the ability of digitally native companies to compete with large companies by developing new business models.

In conclusion, the ASPECT framework is a powerful tool for digitally native businesses, combining design thinking and futures studies to address the complexity and volatility of today’s business environment. The results obtained demonstrate its effectiveness in identifying relevant external factors, improving strategic decision making and developing innovative business models. Its applicability and practical relevance have been confirmed through case study and expert participation in workshops, offering a novel and effective approach to promote innovation, adaptation and sustainable growth in a dynamic business environment.

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