What's the scope of business design?
Although “business” seems to be a sales-oriented word, business design touches on different aspects of a company. The practice of business design is diverse and is directed to different types of stakeholders. Angèle M. Beausoleil divides the practice into 5 targets:
Strategic Design applies design principles and practices to guide strategy development and implementation towards innovative outcomes that benefit both people and organizations. Strategic design involves systems thinking and considers user needs and business goals when designing a strategy.
Business Model Design involves the designing or redesigning of an organization’s or division’s business model to create value and prosper. Business Model Design involves business planning frameworks and business model maps to articulate the source of future value and a proposed distinctive value proposition to remain competitive.
Employee Experience Design (EXD) applies design methods to designing programmes and experiences that employees desire. EXD involves employee-centred activities (as internal customers) to research, map, prototype and develop new or improved interactions between employee and employer.
Service Design applies design principles and methods to service planning, development and implementation that benefit both users and organizations. Service design involves both internal and external (customer-facing) activities to map, prototype and propose an improved or new external service and/or internal process.
Customer Experience Design (CXD) applies marketing principles and design methods to designing product/service experiences that customers desire and firms profit from. CXD involves customer-centred activities to research, map, prototype and market new or improved interactions between end-users (as customers) and your organization.
There are probably more applications than those mentioned, but the list helps broaden the influence scope of business design practices.
Source: Business Design Thinking and Doing, Angèle M. Beausoleil.