My idea of what the competence Designing Business Processes is about was rather vague at the start of this course. Up until now I related DBP with entrepreneurship and money. By following this assignment I got a better view of what DBP actually is. i
Using failed products as examples was a refreshing way to show the theory. I really liked the examples MR. Brombacher gave from his past experience at Philips. The story about the Video 2000 failure made the theory tangible for example. I won’t forget that partnerships with organisations outside my own sector could be crucial to avoid a failure of a product.
The assignment to analyze a product flop was interesting and challenging. We chose the Amazon Fire Phoneii as a subject, because it was a recent flop and it is a product familiar to the type of products we make at the department of ID. The challenging aspect was to apply the theory to a real life problem where the business process was not so clear at first sight. In the end we saw that the problem was a bad concept, a flawed management style and a lack of user testing.
“A well written report with an excellent cause and effect diagram (Ishikawa). … The only part that could have been developed further is the MIR model; the short‐term loops are well developed but I would also have been interested in the long‐term loops. But these are details in an otherwise clear report.iii“
A.C. Brombacher – Assignor