Design-Led Innovation: Creativity & Opportunities in ATO Case

This report examines the opportunities present in creativity and design methodologies, focusing on the Australian Taxation Office (ATO) and how innovation can be leveraged for competitive advantage. It emphasizes the potential of design-led innovation, providing examples of both successful and unsuccessful implementations within organizations. The study highlights the relevance of design thinking tools and methods, such as blueprinting, mind mapping, and empathy mapping, in enhancing the ATO's operations and service delivery. It discusses the application and impact of these tools on outcomes, including the development of an online superannuation portal. The report also delves into the concept of design-led innovation, its link to workplace creativity, and real-world examples across various industries, underscoring the importance of listening, interpreting, and addressing customer needs for successful innovation and business growth. Desklib provides access to similar solved assignments and study resources for students.

Running head: OPPORTUNITY, CREATIVITY & DESIGN
Opportunity, Creativity & Design
Name of Student
Name of University
Author Note

1
OPPORTUNITY, CREATIVITY & DESIGN
Executive Summary
The report focuses on the opportunities that exist in the creativity and designing methods.
The focus is on an organisation named Australian Taxation Office and the manner in which
innovation can be used for gaining a competitive advantage. At the same time, focus is on the
opportunities that can be obtained from the application of the design-led innovation.
Examples are provided that outlines the success as well as a failure to implement design-led
innovation in the organisations.

2
OPPORTUNITY, CREATIVITY & DESIGN
Table of Contents
Introduction...........................................................................................................................................2
Part-1.....................................................................................................................................................2
How the tools, methods and theories you have learned and applied in this unit could be relevant to
this case study....................................................................................................................................2
Application of the tools and methods................................................................................................3
Impact of the methods and tools on the outcomes stated in the scenario...........................................4
Opportunities to implement this approach.........................................................................................5
Application of these processes to moving beyond this case...............................................................5
Part-2.....................................................................................................................................................6
Concept of deign-led innovation........................................................................................................6
Link between innovation and creativity at a work place....................................................................7
Examples of design-led innovation in industries...............................................................................8
Reference.............................................................................................................................................10

3
OPPORTUNITY, CREATIVITY & DESIGN
Introduction
The design thinking is crucial for every organisation to maximize the operation process and to
develop new service or product to gain customer satisfaction. However, various tools and approach
are used to give shape the design thinking (Filatro et al. 2017). As for example, blueprint, mind
mapping, visualization and empathy mapping are the vital methods and tools to enhance the design
thinking process in an organisation. This study deals with the design thinking process in the context of
Australian Taxation Office or ATO. They have applied various tools and methods to improve their
design thinking process.
Part-1
How the tools, methods and theories you have learned and applied in this unit could be
relevant to this case study
ATO is a global example for design thinking in the complex environment of the
governmental organisations. Design thinking is a problem-solving initiative that includes
human-centred, visual and collaborative actions (Filatro et al. 2017). ATO has taken
systematic approach and holistic approach by using internet and blueprint technology. ATO
has identified that Australian public view the taxation system as the bureaucratic and
defensive. This is a major problem. In order to improve the compliance and efficiency in the
taxation system use of blueprint technology and digital technology will be helpful.
Visualization helps to make sense of the observation and it helps to capture new concept.
This also makes the concept tangible. On the other hand, Mind mapping is another tool that is
applied based on the thoughts of the individuals. Apart from this empathy, mapping and
affinity mapping are other tools that will help ATO to improve their design thinking.
Therefore, the napkin pitch is another tool that allows the organisation to get a consistent
format to communicate with the new concept. According to the scenario, it can be said that to

4
OPPORTUNITY, CREATIVITY & DESIGN
reform the user interaction through the design thinking implementation of superannuation
tool is crucial. In order to reduce the bureaucracy from the tax system such paradigm theory
and superannuation tool are effective.
Application of the tools and methods
ATO wants to implement the design thinking in the public sectors to create a solution
for the citizens. To do this they want to implement an online superannuation portal for the
individual taxpayers. However, the individuals are able to provide tax through the portal and
are able to make automate business interaction with the government. Data collection process
is crucial to understand the information to give shape a project (Cross 2018). In this given
scenario, a semi-structured interview is taken to collect data. Five core design team members
are selected for the interview. An audio recording device is used to record the interview.
However, overarching philosophies are used to reveal the design principles of this
organisation. The principles include the development of a shared understanding regarding the
intent, use of user-centred approach, establishment of visible design, collaborative work,
application of disciplined approach and creation of a coherent blueprint to manage the
change. In order to implement the processes of design, thinking intent is used rapidly. Use of
intent is the first process to contact with the design thinking. Therefore, the blueprint
technique is applied by making an outline of the project within a document, which gives a
preliminary idea about how to proceed with the change management project. Use of mind
map is a visual tool that enables ATO to capture and organize the thoughts of the human
being. This works properly without extensive rationalisation. Besides this affinity mapping is
an effective tool that organize the data and helps to develop a sense making process. On the
other hand, the team to obtain a deeper insight into the consumers uses empathy mapping.
ATO wants to generate new idea for their design thinking, which can be done by using
napkin pitch as it helps to develop and communicate with the new concept.

5
OPPORTUNITY, CREATIVITY & DESIGN
Impact of the methods and tools on the outcomes stated in the scenario
High level of intent is helpful to select individuals of core design team. On the other
hand, the intent behind a project allows the team members to get desirable outcomes (Kolko
2015). In the context of ATO they have got a good outcome through their design thinking,
which is achieved by high level of intent. On the other hand, blueprint includes a document,
which outlines a high-level design for the proposed change (Huq and Gilbert 2017). In the
context of ATO, the desired outcome from the blueprinting process is to get a good design
outcome. Hence, the blueprinting process creates high level of product design. Blueprint
helps to capture the outcome of the good design thinking. Application of blueprint approach
enables the ATO to get a preliminary idea regarding the proposed change as a result; they
will be able to conduct the systematic change in a proper way. Design facilitation is another
vital process of design thinking. The design facilitators and the information designer carry out
a collaborative brainstorming session. The desired outcome of the design facilitation is to
solve the problem through collaborative conversation. Hence, the design facilitator needs to
conduct a conversation and generate the ideas to define the design problem. However, the
design facilitator is also responsible to generate solution regarding the identified problem. On
the other hand, the desired outcome from the design artefacts is to generate a visual artefact
to clear the design thinking. Therefore, the design artefact creates visual expression to
improve the design development and to make the collaborative design thinking. Apart from
this, the collaborative approach in ATO enables this organisation to achieve the goal of their
design thinking through working with others. However, the empathy mapping and mind
mapping are helpful for ATO to develop a clear view regarding their design thinking
approach, which facilitates the proposed change in this organisation.

6
OPPORTUNITY, CREATIVITY & DESIGN
Opportunities to implement this approach
ATO’s design approach allows this organisation to implement their design thinking in
the complex environment. However, uses of blueprinting and collaborative work are two
crucial approaches to give shape a change in an organisation (Howlett 2014). From the given
scenario, it has been received that formative design phase, blueprinting and intent allow this
organisation to set an idealistic and intangible design goal. However, intent allows this
organisation to grab the knowledge from the team members. On the other hand, the
blueprinting allows this organisation to forecast the desired outcome of the proposed change.
Blueprint helps to get a detailed idea about the plan, which is effective to grab the success
easily. Therefore, design facilitators give the opportunity to use visualization method as a
result; the design team gets a scope to co-create the solution. However, the co-creation of the
design solution by utilizing the design methods enables ATO to emerge their design thinking.
Moreover, multidisciplinary collaboration allows this organisation to get an opportunity of
making a collaborative work. Apart from this for the manufacturing industry the napkin pitch
will be helpful to develop a new idea in order to improve the product design.
Application of these processes to moving beyond this case
Blueprinting process is not only effective for ATO but also for any business
organisation. Blueprint enables an organisation to create a framework for their proposed idea
or goal (Bebbington 2017). As for example, for the manufacturing industry product design is
crucial. Hence, to develop a good product design blueprint is crucial. On the other hand,
facilitators allow any organisation to utilize the design method in their organisation, which
ensures the success of the new change. One of the major important processes is the
collaborative work. However, for every business organisation collaborative work is crucial to
give shape their business objectives. Without making a collaborative work, it is difficult to
achieve the desired outcomes in an organisation.

7
OPPORTUNITY, CREATIVITY & DESIGN
Part-2
Concept of deign-led innovation
According to Drucker (2014), design-led innovation is an observation that suggests
that people do not purchase products or services, but tries to gain meaning from the products.
The meaning is gained from experiences from the purchase of the products and the
interaction that is made so that the product becomes a part of the person purchasing the
product. As such, the important stages required for a successful innovation-led design
includes listening, interpreting and addressing. Berry and Berry (2018) stated that successful
design-led companies work on creating opportunity, creativity and discovery. These lead to
an innovative design thinking for the companies and based on the innovative designs, the
organisations can gain a strategic advantage.
Design thinking is considered as a method to bring together a diverse set of inputs.
These inputs can be in the form of creative strategies that can be used by designers for
creating innovative items. Christensen, Raynor and McDonald (2016) stated that design
thinking is used as a process to resolve issues that are outside of the professional research
practise. Hence, it can be said that the design thinking method helps in indentifying the
products and services that are utilised by the business managers so that it meets with the
demands that are made by the customers over the manufacturing of the products. Therefore, it
can be said that other methodologies can be considered for identifying the opportunities that
exist for creation and discovery.
The methodologies that can be used include mind map and prototype. These methods
ask questions that require broad and descriptive answers to understand the innovation
process. Opportunities for innovation and creation can be attributed to the manner use for

8
OPPORTUNITY, CREATIVITY & DESIGN
designing in the organisations. These design processes are a sequence of phrases or actions
that can be used in designing innovative products.
Link between innovation and creativity at a work place
As observed by Biemans (2018) innovation is an important part of a business level
activity of an organisation. In the modern world, it is important to remain creative and
innovative so that success can be obtained in the market. The focus usually remains on
current competitors and the manner in which these competitors can be outsmarted. As such,
discovery of opportunities, design thinking and creativity can help in the growth and
expansion of the organisations in an effective manner.
Aspects Business Design
Underlying assumptions Objective Subjective
Method Analysis done to provide a
specific solution
Analysis is done to gain a
better response
Process Planning process Takes necessary actions
Decision drivers Uses scientific logic and
reasoning
Uses emotions to innovate
Values Maintains control and
stability
Aspires for novelty
Level of focus Abstract Remains between abstract
and particular
Table: Business and design
(Source: Created by author)
Bain and Kleinknecht (2016) stated that certain core values need to be followed for
design-led innovation so that organisations can gain a proper competitive advantage. One of

9
OPPORTUNITY, CREATIVITY & DESIGN
the core values is that managers need to have an outside-in mindset. Such mindset can help
the managers of every organisation to evaluate a solution by keeping in mind the perspectives
of the customers and apply the capabilities of the organisations to gain opportunity in the real
world. At the same time, it is also necessary to understand the empathy of the customers
(West and Bogers 2014). This can help an organisation to understand the exact demands of
the customers and based on the knowledge they can help in the designing of the innovative
designs.
At the same time, Huq and Gilbert (2017) is of the opinion that organisations need to
embrace diversity so that creativity can be maintained. This is mainly because without proper
diversity it can be difficult for managers to gain new and creative ideas for the success of an
organisation. Team members belong to diverse origins and as a result, the amount of ideas
generated can help in building a product that attracts the customers (Berry and Berry 2018).
A holistic approach is also required to be adopted so that the interaction with the customers
and building relationships with them can be done in a proper manner.
Examples of design-led innovation in industries
Some examples of reputed organisations can be considered in order to understand the
effectiveness of design-led innovation. For example, the adoption of Smart Mirror by
Panasonic can be considered as a design-led innovation. With the help of the smart mirror,
customers can choose from a variety of clothes in a virtual manner without having to fit any
clothes on. The clothes related to every size can be gained and customers can identify the
type of clothes that are suitable for them. Such a unique design can attract the younger
generation as they can choose clothes based on a wide variety of options.
Another example of innovation that can be provided is the effective application of
Razr by Motorola. The application of this innovation was to introduce the technology and

10
OPPORTUNITY, CREATIVITY & DESIGN
feature so that a proper mobile model can be developed. However, the innovative tactic failed
and the company had to incur losses for most part of its business. Hence, the company had to
change its approach in trying to understand the demands of the customers before
implementing any innovative technique. Therefore, it can be said that the examples provided
can provide an effective analysis of the application of innovation and the manner in which
creativity can help in the management of the resources provides for a proper understanding of
the strategies adopted by the organisations.
Conclusion
Therefore, it can be concluded that innovation plays an important role for the success
of an organisation. The case study shows that adopting design thinking in the organisation
has helped it to improve its position in the market. There have been success in the
implementation of design-led innovation and it is to be kept in mind that every organisation
need to gain the required changes necessary for the implementing the production process.

11
OPPORTUNITY, CREATIVITY & DESIGN
Reference
Bain, D. and Kleinknecht, A. eds., 2016. New concepts in innovation output measurement.
Springer.
Bebbington, M.W., 2017. Natural product analogues: towards a blueprint for analogue-
focused synthesis. Chemical Society Reviews, 46(16), pp.5059-5109.
Berry, F.S. and Berry, W.D., 2018. Innovation and Diusion Models in Policy Research.
In Theories of the policy process(pp. 263-308). Routledge.
Biemans, W., 2018. Managing innovation within networks. Routledge.
Christensen, C.M., Raynor, M.E. and McDonald, R., 2016. What is disruptive
Innovation. The Encyclopedia of Human-Computer Interaction, 2.
Cross, N., 2018. A brief history of the Design Thinking Research Symposium series. Design
Studies.
Drucker, P., 2014. Innovation and entrepreneurship. Routledge.
Filatro, A., Cavalcanti, C.C. and Muckenberger, E., 2017. Design Thinking and Online
Education.
Howlett, M., 2014. From the ‘old’to the ‘new’policy design: design thinking beyond markets
and collaborative governance. Policy Sciences, 47(3), pp.187-207.
Huq, A. and Gilbert, D., 2017. All the world’sa stage: transforming entrepreneurship
education through design thinking. Education+ Training, 59(2), pp.155-170.
Kolko, J., 2015. Design thinking comes of age. Harvard Business Review, 93(9), pp.66-71.

12
OPPORTUNITY, CREATIVITY & DESIGN
West, J. and Bogers, M., 2014. Leveraging external sources of innovation: a review of
research on open innovation. Journal of Product Innovation Management, 31(4), pp.814-831.