The DTC was invaluable in demonstrating responsible digital business practices and helping our members to learn and apply design thinking principles in order to minimise the unintended consequences of their innovation.

Alastair Loasby, Responsible Digital Business Lead Business in the Community
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Business in the Community

Innovation through design-led thinking


Created nearly 40 years ago by HRH The Prince of Wales, Business in the Community (BITC) is the oldest and largest business-led membership organisation dedicated to championing responsible business. It aims to inspire, engage and challenge members in order to create a skilled, inclusive workforce; build thriving communities; and innovate to repair and sustain our planet.


Business in the Community (BITC) established its Digital Champions Network to minimise unintended consequences of digital innovation. It wanted to explore and embrace new approaches to solving these issues.


Digital Champions Network members attended a one-day session at Fujitsu’s London Digital Transformation Centre (DTC), where they had the opportunity to explore Human Centric Experience Design (HXD) Fujitsu’s own iteration of design thinking that significantly accelerates the design process.


  • HXD provides the methodology to successfully address core issues
  • Engaging and interactive session equipped participants with new tools for problem solving
  • DTC embeds and accelerates cultural change and responsible innovation

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