Design Integration in University-based Accelerators

Approach

To meet the objective of this MA thesis, three sets of empirical data were collected. Action research through workshops with advisors from the university-based accelerator Aalto Startup Center was carried out to inform the background of the case study, and to provide a framework for solution finding within the topic of design integration. Semi-structured, in-depth interviews with the executives of five technology-driven startups comprised the second dataset for this thesis. The goal of the interviews was to gain a detailed understanding of the development process each startup endured up until the point of the interview. Included was a hands-on task which resulted in journeys to pinpoint the most important steps along the path towards successful growth, perceived through the lens of design. The third set of empirical data was collected through in-depth, unstructured interviews with ten design and entrepreneurship experts. The main goal of these interviews was to provide additional support to the primary data set collected through the startup journey mapping. Details of teaching practices and beliefs rooted in their domain expertise were demonstrated, to add the perspective of a crucial expert stakeholder group, educators and serial entrepreneurs from the ecosystem. All interviewees were from the Aalto University ecosystem.

Business Generator Model – a visualization of themes in the studied acceleration program, was utilized as a framework to ensure a point of reference and help structure the findings of this research. The analysis of the collected data resulted in the following findings. Themes traditionally tackled in early stage startup development, such as Team, IPR, Funding or Partnering can be supported by design through the use of methods of collaboration and co-creation. More significantly, design can be beneficial for early stage startup development by offering capabilities for the purpose of User Research, Design Strategy, Concepting, Communication & Marketing, and lastly Product & Service Development. Respectively, the teams can utilize the help of design to humanize technology through need finding, bridge the gap between design and business, give shape and function to ideas, raise finances and communicate with stakeholders, and lastly develop products and services through iterative prototyping.

Outcome

Accelerator programs should aim to be holistic, with a flexible system of services. The program works best when tailored to specific needs determined through an in-depth examination upon acceptance into the program. Subsequently, the startup should be educated on the role and value of design. Training sessions, mentors, and design outsourcing options should be suggested in order to enable the growth of design competency. This can ideally be achieved with a design manager in the role of an advisor. A design manager can determine the level of design competency, and set the strategy for design integration. 

Design practitioners should be encouraged to find opportunities within the accelerator environment, to introduce Design Thinking to early stage startups. Practitioners can engage in mentorship or host lectures and workshops. In this way, they would expand their professional network while strengthening the business ecosystem. In turn, this should create an expanded demand for Design related skills and services, nurturing the symbiotic relationship between design and business.