Curtin University: ORGM5000 - Design Thinking for Bruno Health

This project delves into the application of design thinking principles within the context of Bruno Health, an Australian healthcare company. The assignment begins with an introduction to design thinking, its core concepts, and its relevance in modern management. It then provides a comprehensive overview of Bruno Health, its services, and its competitive landscape. A significant portion of the project focuses on the challenges encountered by the company's CEO, Zachary Nielsen, including issues related to onboarding, building trust, ensuring safety protocols, fostering a supportive workplace environment, and addressing cyber security threats. The assignment also includes a detailed stakeholder analysis of Bruno Health, identifying key stakeholders such as customers, service providers, health insurers, employees, directors, government departments, rivals, and customer families. The project explores various design thinking techniques, including the British Design Council Double Diamond, the Design Ladder, and the d-school Stanford University model, and discusses their practical application within Bruno Health. The assignment concludes with a reflection on the challenging aspects of the lesson and a summary of the key findings and insights.

Running head: MANAGEMENT
Management
Name of the student
Name of the university
Author Note

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Table of Contents
Introduction................................................................................................................................2
Concept of design thinking........................................................................................................2
About the company....................................................................................................................3
Challenges faced by Zachary Nielsen........................................................................................3
Stakeholder analysis and application on Bruno Health..............................................................4
Design thinking techniques........................................................................................................6
Application of design thinking techniques.................................................................................7
Link of design thinking techniques with strategies....................................................................8
Reflection on the challenging aspects of the lesson...................................................................9
Conclusion................................................................................................................................10
Reference..................................................................................................................................11

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Introduction
In the modern world, it is necessary that strategy, change and innovation be taken into
account that can help in the development of an organisation. França et al. (2017) is of the
opinion that It is necessary that every organisation understand the manner in which it can
continue with the development of its strategies by identifying the thinking process that can be
taken for analysis. The assignment focuses on the design thinking process that is to be applied
for the development of an organisation and the manner in which the techniques used for
design thinking can be applied. A link between the design thinking and the strategies are
made to understand the concept in a proper manner. For the assignment, research is done on a
local company Bruno Health. The challenges faced by Zachary Nielsen, the CEO of the
company is analysed and a stakeholder analysis is undertaken to identify the effectiveness of
the stakeholders.
Concept of design thinking
Design thinking is a proven and repeatable program solving protocol that a business
or professional uses in trying to achieve the results suitable for the development of strategies.
Design thinking strategies are based on the approach that is undertaken by the designers after
getting to work with clients. Manzini (2015) stated that design thinking is used to ensure that
the design meets the requirements of the clients and therefore, a reiteration of the knowledge
based on the formulation of the design is undertaken. At the same time, Carlgren, Rauth, and
Elmquist (2016) stated that development of a better design can be brought up based on the
development of the design.
In this regard, it can be said that design thinking can refer to the system of brain
storming that takes into account the development of the various innovative ideas related to

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design thinking. Therefore, Kolko (2015) it can be said that design thinking helps in
decomposing problems into small parts so that effective management with an organisation
can take place.
As stated by Liedtka (2015) the relevance of design thinking is that it emphasises on
the discovery before the generation of solution by conducting proper market research. It helps
to expand the boundaries based on the problems and the solutions. At the same time, Gould et
al. (2019) stated that design thinking helps in engaging collaboration so that commitment
with the real world can help in analysing the data that can be used for conducting the
experiments on a particular topic.
About the company
Bruno Health is a health care company in Australia that provides services and
equipments to support the health of the customers on an everyday basis. Over 1.6 million
people in Australia require the health and support services for proper existence of life. The
products that are sold by the company includes scalable software for the development of
models that take into consideration the development of the autonomy of the people as well as
ensure that the health of the people are being checked on a regular basis. The aim is to
maintain a patient centred care approach so that transparency between the patients and the
hospitals can be maintained. Some of the competitors of Bruno Health include Nulsen
disability services, Life care, Ability centre and so on. The focus of the assignment is on the
challenges faced by Zachary Nielsen while trying to establish the company and to gain
support from the stakeholders.

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Challenges faced by Zachary Nielsen
While trying to develop the technology, some of the challenges that were faced by
Zachary Nielsen can be identified in order to understand the manner in which it can be
overcome for the development of a better system within the organisation. Some of the
challenges faced include:
On boarding process: The on boarding process can be considered as the recruitment
process that is undertaken at Bruno Health so that more people can help in the contribution
and the development of the design thinking process necessary for the creating innovation at
the workplace.
Building trust: Building trust between the employees was a challenge mainly
because the system and the concepts were not considered as viable and thus, Zachary Nielsen
failed to gain the support required for the development of the design thinking process.
Ensuring safety protocols: Safety protocols such as safety of the employees from
workplace issues was a challenge since the Zachary Nielsen did not have the health
inspectors or the required materials to help in ensuring the safety of the employees.
Supporting workplace environment: This can be related to the trust and the on
boarding process of the employees. The workplace environment, without proper job roles,
policies and employees was considered as discouraging by the employees.
Cyber security: The modern issue based on cyber hackers and threats was a cause of
concern for Zachary Nielsen owing to the lack of safety protocols at the work place.

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Stakeholder analysis and application on Bruno Health
The stakeholder analysis of Bruno Health helps in the identification of a number of
stakeholders can help in the development of the organisation. The stakeholders of Bruno
Health include:
Customers: The customers can be considered as an important stakeholder mainly
because they are the most dominant of the lot. According to Harrison, Freeman and Mônica
(2015), this is mainly because the demand of the customers needs to be made so that effective
development of the company can take place.
Service providers: The service providers include the doctors and nurses that help the
patients. These are considered as the dependent stakeholders mainly because the people
depend upon the rate of patients that exist in the organisation (Andriof et al. 2017).
Health insurers: The health insurers help in analysing the benefits that can be gained
by the patients and invest money so that they can continue to gain the support of the patients
by providing them with the required support. Therefore, the health insurers can be considered
as dormant stakeholders.
Employees: The employees of an organisation are important mainly because they
provide the maximum effort for the development and profitability of the organisation. As
stated by Tantalo and Priem (2016) these stakeholders are the dominant group that help in the
proper development of the organisation.
Directors: The directors are important since they make the required decisions that can
help in the development of the organisations. These stakeholders are the definitive ones
mainly because they provide the wholehearted support for the development of an organisation
and the development of strategies.

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Government department: The policies of the Government help in identifying the
strategies that can be legalised so that development of formal policies and procedures can be
made for the organisation. These stakeholders are considered as the demanding group.
Rivals: The competitors are the main stakeholders since the strategies followed by
them are replicated by the organisations. They are the dangerous group since they provide the
highest competition for the organisations and sometimes hamper their growth.
Families of the customers: The families of the customers are the demanding
stakeholders since their demands need to be met at all times. These are also sometimes
considered as dangerous since the failure to meet the requirements may have a negative
impact on the organisation.
Design thinking techniques
Design thinking techniques can be used for the development of the design processes
that can be taken into consideration for making innovative products or supplies. Some of the
techniques that can be applicable for implementing design-thinking process include:
British Design Council Double Diagram: The British Design Council Double
Diagram helps in understanding the designs that are undertaken for the development of a
design and ensure that a definitive development of the design is undertaken. Elsbach and
Ileana (2018) stated that it provides an ideal development strategy that can be used to identify
the various cultural as well as the thinking strategies that are applied by designers so that
effective results can take place. At the same time, it helps in the creation of a prototype
design that can define the selection of a particular design process and in the manner can
develop a monitoring strategy necessary for the development of the designs (Geissdoerfer et
al. 2016).

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Design ladder: The design ladder is a tool that is used to rate the design used by a
company. The development of the design ladder was done in 2001 to identify the various
forms of designs undertaken by an organisation. Plattner, Meinel, and Leifer (2015) stated
that it consists of four steps that can be linked with one another and can help in the
development of the product. It is considered as a form of design giving system that can help
in the development of the professionals owing to the application of the thoughts. In this
regard, it can be said that the use of this particular tool can be used to widen the skills and
capacities so that experts an associations can develop effective designing techniques
(Mintrom and Luetjens 2016).
d-school Stanford University model: This consists of a five step model that helps in
empathising the impact a proper design technique can have on the development of an
organisation. According to Walter and Falk (2016) the five step model provides a clear and
conscience analysis of the manner in which every design thinker can go about with defining
the problem as well as ideate the prototype that can help in the development of an innovative
design. Along with this, a test is conducted that can help in the development of the final
design so that it can be used in the market.
Application of design thinking techniques
The application of the design thinking techniques can help in the development of an
organisation and the designs it can create for improving the innovative process of an
organisation. In this regard, the application of the design thinking techniques for Bruno
Health can be considered for improving the base of the organisation.
British Design Council Double Diagram: The application of the British Design
Council Double Diagram can help Bruno Health to discover the behaviour that can be
associated with the designing of a research. The definition of creative workshops is prevalent

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that can help in the development of the idea generation related to the development of the
product. Serrat (2017) stated that one of the considerations that are taken into consideration is
the fact that the culture of the company need to be taken into account. The thinking and the
designs that are required to be maintained at the organisation need to be implemented so that
a proper delivery of the products with the prototype so that selection and monitoring of the
method of development of the product can take place (Gruber et al. 2015).
Design ladder: The application of the design ladder can help in the development of a
systematic design thinking process. Jones et al. (2017) is of the opinion that the fact that
design is an invisible part of an organisation is the focus of the application of the design
ladder. At the same time, Bruno Health can identify the process that is required for the
development of the organisation and the product. The solution provided is usually driven by
the involvement of a wide variety of skill that can be used for the development of the skills
and capabilities of the organisation and its employees (Fassin, De Colle, and Freeman 2017).
d-school Stanford University model: The d-school Stanford University Model can
be applied in the case of Bruno Health by identifying and defining the requirement of the
design thinking process. Miles (2017) it is necessary that the design thinking process take
into consideration the highlighted form of gaining ideas for the development of a proper tool.
At this stage, a prototype for testing can be implemented so that the reactions of the
customers can be gauged. Therefore, as observed by Andriof and Waddock (2017) it can be
said that the model can be used effectively for reducing the boundaries that exist in the
problem definitions and the solutions of the organisation.
Link of design thinking techniques with strategies
After the analysis of the application of the design thinking techniques link can be
made with the strategies that are to be implemented in the organisation. For example, it can

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be said that the design thinking techniques can be linked either individually or at a time
depending upon the strategies and the capabilities that are possessed by an organisation.
Andriof et al. (2016) stated that the strategies to design and develop hardware and software
products could be made to understand the business models so that the services and the
strategies can be taken into account.
At the same time, the link can be made between the solution and the design thinking
techniques mainly because it helps in identifying the exact market research necessary for
development. For example, the application of the d-school Stanford University Model can
help in linking the strategy that deals with conducting a test run for the application of the
design prototype (Ketokivi and Mahoney 2016).
Therefore, it can be said that the application of the d-school Stanford University
Model can be fruitful for Bruno Health mainly because the organisation can conduct test runs
before the final solution is provided. Hence, it can be said that such application can help in
the development of Bruno Health that can provide the organisation with the ability to develop
its strategic design in an effective manner.
Reflection on the challenging aspects of the lesson
Based on the analysis of the design thinking process applied at Bruno health, a
reflection can be provided that outlines the challenging aspects faced while trying to
undertake the research. One of the challenges faced was that of gaining a proper idea about
the concept of design thinking. It was initially unclear about the exact meaning of the word
and in this regard, understanding the concept was a difficult factor.
At the same time, another challenge that was faced consisted of understanding the
application of the techniques. The design thinking techniques based on the development of

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the model and its application was difficult since an analysis need to be made about the
strategies involved with the development of the company. Hence, the challenge faced in this
case consisted of developing the skills and knowledge to understand the concepts and the
application.
Conclusion
Therefore, based on the analysis, it can be said that a conclusion can be drawn about
the manner in which design thinking can be applied in an organisation. It is necessary that
that the application of design thinking is made based on the capabilities as well as the skills
of the employees. In the case of Bruno Health, Zachary Nielsen needed to mitigate the
challenges that can help in the development of the organisation as well as the product. The
application of the design thinking techniques can help Zachary Nielsen to ensure that the
development of the process associated with maintaining the health of the people is made so
that it can continue with the development of the effectiveness of the services undertaken by
the company.

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Reference
Andriof, Jörg, and Sandra Waddock. "Unfolding stakeholder engagement." In Unfolding
stakeholder thinking, pp. 19-42. Routledge, 2017.
Andriof, Jörg, Sandra Waddock, Bryan Husted, and Sandra Sutherland Rahman. "Jensen’s
approach to stakeholder theory." In Unfolding stakeholder thinking, pp. 85-100. Routledge,
2017.
Andriof, Jörg, Sandra Waddock, Bryan Husted, and Sandra Sutherland Rahman. Unfolding
stakeholder thinking: theory, responsibility and engagement. Routledge, 2017.
Brenner, Walter, and Falk Uebernickel. "Design thinking for innovation." Research and
Practice (2016).
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review and framework for future research." Journal of Management 44, no. 6 (2018): 2274-
2306.
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