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Business Design Strategy

Business Design Strategy

Designers, gain credibility with financial decision-makers by adopting financial vocabulary and tools with Lisa Baird, Business Designer at IDEO.

Programme Dates Intervenants Modalités Témoignages Ressources Questions

Programme Dates Intervenants Modalités Témoignages Ressources Questions

En bref

It has become essential for designers to understand the economic logic behind projects just as much as companies need designers who are comfortable engaging with the entire product value chain — from internal organization to business model.

Despite appearances, financial spreadsheets can become creative and strategic tools when combined with a basic understanding of macro- and micro-economics. This intensive masterclass will enable participants to use the appropriate vocabulary and activate financial levers in order to be heard, gain influence, and build strategic credibility. The good news: none of this is complicated or reserved for MBA graduates.

Lisa Baird, multidisciplinary strategist and former Principal Business Designer at IDEO, will illustrate these concepts through case studies and hands-on exercises based on real scenarios. By the end of the training, acronyms such as SWOT, BMI, VRIO, TAM/SAM/SOM and P&L will no longer hold any secrets.

Impact Design Leadership Stratégie Cas pratique Business

Durée

16h

Participants

16

Lieu

Paris

Proch. session

22 au 23 Juin 2026

Financement

AFDAS, OPCO, Atlas, FIP-Pl...

Financements

Prix

2400 €^HT 2880 €^TTC

Note de nos apprenants

4.92

Voir les avis

Prochaines sessions

Programme

Business Design Strategy

Impact Design Leadership Stratégie Cas pratique Business

This training is the evolution of the masterclass given on December 9, 2025, which you will find on Circle by the end of January.

Lisa Baird will teach you to think in numbers until you build a solid financial statement that will convince your management. By the end of the training, you will understand how much your Design choices impact organizations, business models, and product cost structures.

As a Business Designer, she will bring each concept from the perspectives of numbers, vocabulary, and arguments to have strategic conversations.

Impact Design Leadership Stratégie Cas pratique Business

Day 1 - Design, Business Models, and Innovation
Business Design: posture, role, and dialogue with finance stakeholders
- Understanding what business design is and its role within organizations
- Identifying the links between design, strategy, and economic performance
- Becoming familiar with the point of view of financial stakeholders (CFOs, finance teams, product
- leadership)
- Developing a posture that enables effective dialogue with these stakeholders
Venture Design: understanding the structure of a project
- Gaining a holistic view of the components of a project or organization
- Understanding where design sits within the value chain
- Connecting design decisions, strategy, and business model
- Practical exploration:
  - The four pillars of a venture (brand, product, organization, business model)
  - Desirability / feasibility / viability Venn diagram
  - Competitive analysis (SWOT, VRIO)
  - Strategic positioning and organizational culture
  - Market-sizing concepts: TAM / SAM / SOM
Cost structure and accounting logic
- Understanding how cost structures influence design decisions
- Identifying different categories of costs within a company
- Visualizing the economic impact that a product or service has on the organization
- Practical exploration:
  - Fixed vs variable costs, direct vs indirect costs
  - Business Model Canvas
  - Cost accounting vs financial accounting
  - Capex vs opex
  - Operating leverage
Invisible innovation and strategy
- Understanding innovation beyond the product or the brand
- Identifying the role of the business model in innovation
- Connecting research, design, and margin expansion (through either revenue generation or cost mitigation)
- Practical exploration:
  - Invention vs innovation: mapping innovation models
  - Technical vs complex challenges
  - The four orders of design
  - Business model innovation (BMI)
  - From research to revenue
  - Analysis of briefs and growth strategies
Day 2 - Financial Language and Economic Modeling
Credible financial and economic vocabulary
- Understanding core macro- and microeconomic concepts
- Identifying how economic decisions impact design projects
- Mastering financial vocabulary used in business environments
- Practical exploration:
  - Macroeconomics: interest rates and monetary policy, debt vs equity, financing and fundraising, ROI, NPV, IRR
  - Microeconomics and the firm: income statement, top line vs bottom line, budgets and P&L,
  - balance sheet and cashflow, budget variance, goodwill, cash vs accrual accounting
  - Reading and annotating financial documents
  - Comparative analysis
Reading and building financial statements
- Understanding financial statements used within organizations
- Visualizing the impact of design decisions on economic performance
- Collaborating effectively with finance and leadership stakeholders
- Intensive spreadsheet workshop:
  - Building the three financial statements:
  - Income statement (top line / bottom line)
  - Balance sheet
  - Cash flow statement
  - Interconnection between financial statements
  - Economic scenario simulation
  - Budgets and P&L
  - Cash vs accrual accounting
  - TAM / SAM / SOM calculation
  - Building a financial forecast (pro forma)
Open discussion and closing
- Exchange session and open discussion
- Q&A and feedback on key learnings

Prochaines sessions

22 au 23 Juin 2026

Paris

Notre intervenante

Lisa Baird

Lisa Baird

Business Design, Facilitation, Data Visualisation

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Modalités de la formation

Learning objectives
At the end of the training, participants will be able to:
- Describe the fundamental principles of business design and its role in the performance of a product or service.
- Analyze the key components of a venture (brand, product, organization, business model) in order to identify strategic design levers.
- Interpret key financial and economic indicators used in business environments (ROI, cashflow, equity, TAM/SAM/SOM, etc.).
- Differentiate between types of costs which form the overall cost structure (fixed/variable, direct/indirect, capex/opex) and evaluate their impact on design constraints.
- Read and interpret an income statement, balance sheet, and cash flow statement.
- Build a simplified financial forecast (pro forma) based on a practical case study.
- Model a market using TAM, SAM, and SOM market-sizing frameworks.
- Argue for design decisions by integrating economic and strategic considerations.
Financements
Obtenir un financement pour votre formation

Les actions de formation du Laptop sont certifiées par Qualiopi et donnent ainsi accès aux financements publics et mutualisés, selon que vous soyez :
- Freelances affiliés à la MDA (graphisme, illustration) : AFDAS.
- Indépendants et chefs d’entreprises : FIF-PL, AGEFICE.
- Demandeurs d’emploi : France Travail (ARE et CSP, AIF ).
- Salariés des TPE-PME : AFDAS, Atlas, OPCO-EP, AKTO
- Personnes en situation de handicap : AGEFIPH
Les critères de candidatures et de financement pour chaque organisme sont expliqués sur cette page

Puis-je payer ma formation en plusieurs fois ?

Oui, il est possible d’envisager un paiement en plusieurs fois. Nous comprenons l’importance de la flexibilité financière pour votre projet de formation. Contactez-nous pour que nous puissions étudier ensemble les modalités pour mettre en place un échelonnement des paiements adapté à votre situation et à vos besoins spécifiques.

Pour vous conseiller sur le financement, pour vous aider à définir vos besoins et pour bien préparer votre formation, appelez-le 01 77 16 65 24 ou inscrivez-vous à une session d’information : http://lelaptop.com/questions.
Délai d'accès

Délai limite d’inscription : 1 jour ouvré avant le début de la formation
Handicap

Si vous êtes en situation de handicap (handicap visuel, mental, cognitif, invalidant, psychique, moteur, auditif), n’hésitez pas à nous contacter par e-mail à psh@lelaptop.com ou à faire une demande de rappel par notre référent handicap dans notre formulaire de demande de devis.
Target audience

Product designers, UX strategists, innovation leads, product owners, product managers, and anyone required to collaborate with strategic or financial functions within an organization. The course is particularly targeted to individuals who are ready to gain a minimum fluency with the main creative and technical tool of business (spreadsheet software).
Prerequisites & required equipment
- General familiarity with digital tools and environments (no preexisting knowledge of spreadsheet software is required; only the willingness to engage with it)
- Ability to collaborate and work in groups
- A laptop (Mac or PC) with a recent browser
- Free, cross-platform software required for the training (e.g. Google Sheets)
Assessment methods
Learning outcomes will be assessed through:
- Practical exercises and case studies conducted throughout the training
- Group work on a simplified financial forecast (pro forma) connected to underlying economic data
- Scenario-based exercises requiring analysis and argumentation of design decisions using financial elements
- A final multiple-choice assessment
At the end of the training, participants receive a certificate of completion

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“Loved the UX of the training itself, being able to really enjoy… on the main screen. Appreciate the team and their adaptability!”

Sophie Aguado

Staff Product Designer @Medium

This is a great training, the instructor know what she is talking about and she has great teaching skills.
The little exercices at the end of each section are the best way…for people who are not used to take them. That’s great design 🙂

Tania Bolio

Product Manager Design System @Schneider Electric

Dernière modification de cette page : 25-01-2026 à 14:15:28

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