Hybrid Management Model

Up to now there is no real joint approach combining systematically Data Analytics and Design Thinking. The need for a combined approach emerged from customer projects in Data Analytics 5 years ago. Many Swisscom customer’s think in rigid processes and proceedings. The authors implemented an iterative approach in the Data Analytics projects. Also the “creative” teams showed resistance to use Data Analytic tools in their processes.

Observing the teams using the new approach, and various expert workshops to reflect the idea helped to improve the approach.

The hybrid approach consists of a joint process (based on Design Thinking with integrated Data Analytics) with the combined tool box, a joint mindset and a team consisting of experts from Design Thinking, Data Analytics, as well as domain experts accompanied by a facilitator.