VP Strategy + Design, Mormedi
Juliane Trummer has 25 years of experience working on the interface of strategy and design for design agencies and corporations in Europe and the U.S. She studied Industrial Design with Richard Sapper at the Academy of Applied Arts in Stuttgart, Germany. Highlights of her working career include her Master Thesis, which proposed a Kindergarden for the lower fuselage of the Airbus 340; working at the IBM Design Department in Rochester, MN; and forming part of the strategic design team for the 787 Boeing Dreamliner while working for Teague in Seattle, WA.
Since joining Mormedi in 2010, she has been helping to propel Mormedi towards international recognition as a world class innovation and design agency.
The Power of Design to Create a Better Future
Originally a discipline focused on aesthetics and functionality, design has evolved toward a strategic focus with a business vision. It has grown in its scope from product design to experience/service design to organizational design and design for the society and even the planet. Design is unique in the sense that it is a highly integrative discipline, situated right in the middle of humanities, sciences, and business. Designers thrive when being confronted with complex problems and are characterized by an “always learning” attitude. This has given us the confidence to take on new challenges and grow with them.
We think that the beginning of this new decade and the disruptive events that have occurred at a global level calls for a reflection on how design can and should contribute to a better future for people, businesses, and the planet.
In the first part of this presentation, we will take our audience on a journey, looking at how design has assumed an ethical responsibility in the past. In the second part of the presentation, we will share our thoughts on how we think design can and should contribute to shaping a better future.
Helping An Oil Company Transition from Physical to Digital Value
Which new business opportunities should an energy company pursue in an ever-connected world? This is the challenge Repsol, a multinational oil company headquartered in Madrid, Spain, presented to product and service Innovation consultancy Mormedi.
Director of Insights & Strategy Juliane Trummer will share how the Mormedi team helped Repsol to identify, conceptualize, validate and model promising business opportunities through a customer-centric approach and by leveraging the digital dimension.
The result? After multiple iterations, four scalable new services materialized, along with their experience maps and business models. These new services (hybrid or purely digital) are anchored in both customers’ needs and client’s capabilities. Because of their high-income potential, the newly-designed services are currently under development—aiming to transform the current relationship model of Repsol with its clients.
Designing at a System Level
Design has become more complex over time. While design’s past focus was primarily on the product, today designers must consider the entire system with all of its different dimensions and stakeholders in order to come up with valuable solutions.
This presentation will focus on the complex context surrounding today’s design projects and the “Exchange” of knowledge and collaborative building that is necessary to come up with viable, efficient and user-relevant solutions.
Jaime Moreno and Juliane Trummer will share Mormedi methodologies that have helped navigate the complexity of systems characteristic of projects that Mormedi has worked on in the last few years for airline, banking and telecommunication clients.
