The interior design industry has witnessed, and continues to witness, enormous innovation in the way interior design is done. The reshaping of that industry is caused by the development of digital technologies and the arising digital disruptive innovations (digital disruption). The aim of this thesis is to analyse the impact of digital transformation on firms’ customer experience, operating processes, and business models within this sector and to analyse the way in which incumbents can manage disruptive innovations. In fact, interior design has historically been a costly, time-intensive process that involved collaborating with designers to envision, plan, and create a space that is not only aesthetically pleasing to the customer, but functional as well. The interior designer had to understand their clients’ lifestyles to create the desired mood and feel, then reach out to trusted artisans, vendors, and others to help execute the design. Even with a clear vision of the dream home, the customers often have difficulty articulating that vision in words. It's the designers’ role to help bring the clients’ visions to life, and while that often works out, there's never a guarantee that the results meet expectations. Traditional interior design companies have successfully been in the business for some time but have failed to deliver meaningful innovation or undergo digital transformation. Aware of a space that lacks innovation, several platform businesses have emerged with solutions for disrupting this staid industry. To show this phenomenon, Muebles Arte’s case study is reported. It will be the proof that even small businesses can and must use digital technology solutions to stay competitive. The thesis then shows in the form of a business plan how to select and implement the most suitable digital solution based on the exploitation of artificial intelligence (AI) for the firm under examination. The solution will deliver significant economic benefits, solving issues arising from inconsistencies between actual results and those expected by clients, while increasing customer satisfaction and business innovation level.
Il settore dell'interior design ha assistito e sta assistendo ad uno sviluppo costante. Le tecnologie digitali e le relative disruptive innovations (digital disruption) hanno rimodellato l’intero settore. Lo scopo di questa tesi è analizzare l'impatto della trasformazione digitale su aziende del settore dell’interior design in termini di customer experience, processi operativi e modelli di business e analizzare come gli operatori storici gestiscono queste innovazioni. Infatti, l'interior design è stato storicamente un processo costoso e dispendioso in termini di tempo che ha comportato la collaborazione con i progettisti per immaginare, pianificare e creare uno spazio che non solo fosse esteticamente piacevole per il cliente, ma anche funzionale. L'interior designer deve comprendere lo stile di vita dei clienti per creare l'atmosfera ideale e contattare artigiani di fiducia ed altri partners per poter eseguire il progetto. Anche con una chiara visione della casa dei propri sogni, il cliente medio si trova spesso in difficoltà a comunicare a parole i suoi desideri. Il ruolo del designer è quello di contribuire a dare vita alla visione del cliente ma non esiste una garanzia che il risultato sia uguale a quello atteso. Le tradizionali aziende di interior design hanno operato con successo per un certo periodo di tempo, ma hanno rifiutato di fornire un'innovazione significativa o di adattarsi alla trasformazione digitale. Di conseguenza, sono nate differenti piattaforme digitali che hanno colpito duramente gli operatori storici avversi a tali cambiamenti. Per mostrare questo fenomeno, viene riportato il caso di studio di Muebles Arte. La società dimostrerà che anche le piccole imprese possono e devono utilizzare soluzioni tecnologiche digitali per rimanere competitive. La tesi mostra in forma di business plan come selezionare ed implementare la soluzione digitale più idonea, utilizzando l'intelligenza artificiale (AI), per l'azienda in esame. La soluzione porterà significativi benefici economici, risolvendo i problemi derivanti dalle incongruenze tra i risultati effettivi e quelli attesi dai clienti, aumentando la loro soddisfazione e il livello di innovazione aziendale.
Muebles Arte business plan : how an incumbent can survive disruptive innovations
CERAMI, FRANCESCA
2021/2022
Abstract
The interior design industry has witnessed, and continues to witness, enormous innovation in the way interior design is done. The reshaping of that industry is caused by the development of digital technologies and the arising digital disruptive innovations (digital disruption). The aim of this thesis is to analyse the impact of digital transformation on firms’ customer experience, operating processes, and business models within this sector and to analyse the way in which incumbents can manage disruptive innovations. In fact, interior design has historically been a costly, time-intensive process that involved collaborating with designers to envision, plan, and create a space that is not only aesthetically pleasing to the customer, but functional as well. The interior designer had to understand their clients’ lifestyles to create the desired mood and feel, then reach out to trusted artisans, vendors, and others to help execute the design. Even with a clear vision of the dream home, the customers often have difficulty articulating that vision in words. It's the designers’ role to help bring the clients’ visions to life, and while that often works out, there's never a guarantee that the results meet expectations. Traditional interior design companies have successfully been in the business for some time but have failed to deliver meaningful innovation or undergo digital transformation. Aware of a space that lacks innovation, several platform businesses have emerged with solutions for disrupting this staid industry. To show this phenomenon, Muebles Arte’s case study is reported. It will be the proof that even small businesses can and must use digital technology solutions to stay competitive. The thesis then shows in the form of a business plan how to select and implement the most suitable digital solution based on the exploitation of artificial intelligence (AI) for the firm under examination. The solution will deliver significant economic benefits, solving issues arising from inconsistencies between actual results and those expected by clients, while increasing customer satisfaction and business innovation level.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/187554