Denis Weil tackles the role of design planning in Service Innovation. Innovation practice has "discovered" services. As many service companies figure out "where to play & how to win" they discover that they need to innovate the integrated service delivery rather than just its components outsourced to vendors. McDonald's has over the last few years embraced a more integrated innovation approach and has started to discover iteratively which innovation methods from the product world apply to services and how they need to be adapted.
Denis Weil is Vice President, Innovation and Concept Development, at McDonald's Corp. He is responsible for orchestrating McDonald’s global innovation pipeline and for leading the discovery of new high opportunity areas through development of customer insights and advanced concepts. In his previous career he was entrepreneur-in-residence at McDonald's New Business Development Unit, and a Product Development Engineer at Procter and Gamble in his native Switzerland. Weil is also an adjunct professor at the IIT Institute of Design, teaching popular graduate classes in Service Innovation.
The IIT Institute of Design Strategy Conference is an international executive forum addressing how businesses can use design to explore emerging opportunities, solve complex problems, and achieve lasting strategic advantage.
Global businesses increasingly appreciate how design and design thinking can provide them with high-level, strategic value and competitive advantage. In an intensely competitive market, with ever more diverse and demanding customers, executives are often left unsure of exactly what products, communications and services to create for what segments of the market. Design, with its ability to understand users, redefine problems and create systemic, human-centered solutions, can help companies better understand their customer's daily lives, and lead directly to valuable (and valued) offerings that are effectively tailored to their market.
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