How lean & service designmethods can createinnovative, digital productsthat challenge status quoOctober 2012Magnus Christe...
Digital innovation                               We make sure that                               choices are made and     ...
Some of our references:
Some of our references:
3 things1. Internet is changing business2. Design services in new ways3. Make things happen by working like astart-up
The internet changeseverything.
Consumption                   Distrib                                             ution                         Cre ationB...
More people have access        to the marketplace                                  TransactionsThe marketplace            ...
Trebor Scholz http://collectivate.net
Trebor Scholz http://collectivate.net
Compe                                                    titors                                           digital         ...
133 years                                                       Invented the digital cameraKodak share price              ...
The future belongs tothose who challenge.
It has never been easier...- 20 mill. active users / month                                    - 70,822 projects worth     ...
SimpleSocialScaleable
Focus yesterdayPRODUCT &  SERVICE                           Focus today   COMMUNICATION     & BRANDING                   C...
It’s not enough to... > Design and implement user-friendly touchpoints > Create service blueprints and user flows > Intervi...
It’s not enough to...        If you can’t, at the same time... > Design and implement      > Understand the internet, user...
Understand     Be agile &communitie     prototypes,             yourparticipatio   business,               work inn and so...
Design and launch for socialityand co-creation over time.
PRESENCE    CONVERSATIONS              IDENTITY                    SOCIAL                    OBJECT      SHARING          ...
SOCIALOBJECT
Identity           SOCIAL           OBJECT
Identity           SOCIAL           OBJECT           Relations
Identity            SOCIAL            OBJECT Presence            Relations
Identity Groups            SOCIAL            OBJECT Presence            Relations
Identity Groups                            SOCIAL                            OBJECT Presence                            Re...
Identity                                        Sharing Groups                            SOCIAL                          ...
Identity                                        Sharing Groups                            SOCIAL                Flow      ...
ACCESS?                  FLOW?                     HISTORY?    TOPICS?                     PRESENCE               APPROACH...
Digital products andservices are co-creation in themselves
“Life is too short tobuild something
LEAN START-UP
PROTOTYPE                               S               HYPOTHESE                MVP                   S                  ...
Design       Designshould not   should bebe looking   looking forfor ideas.   customers
Denmark’s largest e-commerce siteRevenue of 200 mill. DKK. in201110 mill. visitors / year
How does the     Who are the        book of the     future                                  What are the                  ...
Market space                                                               VID    AUTHOR INTERVIEWS      READERS INTERVIEW...
Findings         Publisher                          StoreWriter                   Book                                  Re...
Publisher   Print   StoreWriter                               Readers
Book         Publisher          Print   StoreWriter                                      Readers                     FEEDB...
Blogger      Consultant     Company      Writer                 Scientist    Culture        Professional Company          ...
How will        Which market             SAXO.com        position should          make money in        SAXO.com           ...
Value chain in   SAXO.com          SAXO.com’sthe market       market position   focus and                                 ...
Vision            Hypothesis          Test         Validation/Pivot  SAXO.COM TO                                          ...
Vision            Hypothesis             Test                 Validation/Pivot  SAXO.COM TO                               ...
Allow easy and free access to themarketplace to everyoneMake previously hidden dataavailable, e.g. through businessintelli...
!
Business Prototype                       no!                                           !                     yes!         ...
Stop   Go!?
How do we deliver themost value with the leasteffort - as quickly aspossible?
We established astart-up- Part of core dev team- Managed through aLaunch framework- Customer developmentworkshops- Ongoing...
LaunchDEFINE CORE-LEVERAGE AND   TEST OG VALIDATION OF   DEVELOP BETA & COMMERCIALBUSINESS CASE                   HYPOTHES...
LaunchESTABLISHING PARTNERSHIPS                            IDENTIFY INTRAPRENEUR &      DEFINE LAUNCH CRITERIA &          ...
Publish in 2 min.        10 mill. visitors WRITERComplete             Market with:control              Proof readersKeeps ...
CONCEPT                                  ADAPTED   BOARD        LAUNCHED ON                               CONTINUOUSLY OBJ...
To conclude...
B2C = B2C + C2C + C2B
CO-CREATION              productsINTERNAL      services     EXTERNAL              process                tools           c...
“Start-ups are notsmall versions of largecorporations”- Steve Blank
Thanks.   Magnus Christensson   mobil: +45 26 800 388   twitter: @mchristensson   e-mail: magnus@socialsquare.dk   www.soc...
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
How lean and service design methods can create innovative, digital products
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How lean and service design methods can create innovative, digital products

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This presentation was held in the autumn of 2012 at the NEXT Service Design event in Berlin.

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  • Hello. Thanks for an interesting conference and for letting me share some of my experiences with service design, digital innovation and lean start-up approaches\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
  • My name Magnus Christensson and I am partner and CEO of Socialsquare. \nWe are digital innovation bureau based in Copenhagen.\nWe help organizations...\n- understand how internet is disrupting their business and identify business opportunities in these. \n- we develop and designed business prototypes to test and validate strategic decisions to exploit these opportunities\n- we launched new digital products and services to make these strategic decisions real in the marketplace.\n\n
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  • Disruptive innovation\n
  • Disruptive innovation\n
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  • More people than ever have access to the market\n\n
  • More people than ever have access to the market\n\n
  • More people than ever have access to the market\n\n
  • More people than ever have access to the market\n\n
  • More people than ever have access to the market\n\n
  • More people than ever have access to the market\n\n
  • More people than ever have access to the market\n\n
  • More people than ever have access to the market\n\n
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  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
  • Industries becomes service-based\n
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  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
  • Hvad kendetegner disse udfordrere?\n
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  • Lets look at the idea of social design and lean start-up approaches\n
  • Lets look at the idea of social design and lean start-up approaches\n
  • Looking at WHAT to build...\nAs designers we need new skills and approaches to built products, services and platforms for co-creation - I call this social design and it focus on designing for sociality.\n
  • heres a model by butterfield & webb, modified by mygdal by introducing engestrøms social object\nbasically it gives us a set of parts to consider when we are building a networked platform or service\nsocial object - is what people engage and socialise through (a photo on flickr, a soundbite on soundcloud)\n\n
  • Design for organization and community - so that user can take own initiatives and e.g. create groups, organise and coordinate activities among each other\nDesign for conversations - what can we talk about? how do we do this? How is the conversations showed to others?\nDesign for active sharing - give users ways to share ideas, good tips, tricks, e.g. activity around bikes in cph - what is the "social object" that people interact around - the photo of flickr, the run of Connect Garmin - and in reality all of Garmins runnings products and services.\nDesign for activity and flow - present call for actions and explaining what a user can/should do as well as for "passive" activity by showing activity through automatic communication/use of the service\nDesign for relations - do I create relations to other users? Do I follow spefic areas of interests? How can I see and manage these relations? Are they synchronized or synchronized\nDesign for presence - is this product or service live? How do we show time and when I was in here last time?\nDesign for identity so that user can define parts of how they are viewed by the community. How do I see the others? How do I show my identity and my interests? - e.g. the way you think you ride a bike - in the case of ibikecph.dk\n\n\n\n
  • Design for organization and community - so that user can take own initiatives and e.g. create groups, organise and coordinate activities among each other\nDesign for conversations - what can we talk about? how do we do this? How is the conversations showed to others?\nDesign for active sharing - give users ways to share ideas, good tips, tricks, e.g. activity around bikes in cph - what is the "social object" that people interact around - the photo of flickr, the run of Connect Garmin - and in reality all of Garmins runnings products and services.\nDesign for activity and flow - present call for actions and explaining what a user can/should do as well as for "passive" activity by showing activity through automatic communication/use of the service\nDesign for relations - do I create relations to other users? Do I follow spefic areas of interests? How can I see and manage these relations? Are they synchronized or synchronized\nDesign for presence - is this product or service live? How do we show time and when I was in here last time?\nDesign for identity so that user can define parts of how they are viewed by the community. How do I see the others? How do I show my identity and my interests? - e.g. the way you think you ride a bike - in the case of ibikecph.dk\n\n\n\n
  • Design for organization and community - so that user can take own initiatives and e.g. create groups, organise and coordinate activities among each other\nDesign for conversations - what can we talk about? how do we do this? How is the conversations showed to others?\nDesign for active sharing - give users ways to share ideas, good tips, tricks, e.g. activity around bikes in cph - what is the "social object" that people interact around - the photo of flickr, the run of Connect Garmin - and in reality all of Garmins runnings products and services.\nDesign for activity and flow - present call for actions and explaining what a user can/should do as well as for "passive" activity by showing activity through automatic communication/use of the service\nDesign for relations - do I create relations to other users? Do I follow spefic areas of interests? How can I see and manage these relations? Are they synchronized or synchronized\nDesign for presence - is this product or service live? How do we show time and when I was in here last time?\nDesign for identity so that user can define parts of how they are viewed by the community. How do I see the others? How do I show my identity and my interests? - e.g. the way you think you ride a bike - in the case of ibikecph.dk\n\n\n\n
  • Design for organization and community - so that user can take own initiatives and e.g. create groups, organise and coordinate activities among each other\nDesign for conversations - what can we talk about? how do we do this? How is the conversations showed to others?\nDesign for active sharing - give users ways to share ideas, good tips, tricks, e.g. activity around bikes in cph - what is the "social object" that people interact around - the photo of flickr, the run of Connect Garmin - and in reality all of Garmins runnings products and services.\nDesign for activity and flow - present call for actions and explaining what a user can/should do as well as for "passive" activity by showing activity through automatic communication/use of the service\nDesign for relations - do I create relations to other users? Do I follow spefic areas of interests? How can I see and manage these relations? Are they synchronized or synchronized\nDesign for presence - is this product or service live? How do we show time and when I was in here last time?\nDesign for identity so that user can define parts of how they are viewed by the community. How do I see the others? How do I show my identity and my interests? - e.g. the way you think you ride a bike - in the case of ibikecph.dk\n\n\n\n
  • Design for organization and community - so that user can take own initiatives and e.g. create groups, organise and coordinate activities among each other\nDesign for conversations - what can we talk about? how do we do this? How is the conversations showed to others?\nDesign for active sharing - give users ways to share ideas, good tips, tricks, e.g. activity around bikes in cph - what is the "social object" that people interact around - the photo of flickr, the run of Connect Garmin - and in reality all of Garmins runnings products and services.\nDesign for activity and flow - present call for actions and explaining what a user can/should do as well as for "passive" activity by showing activity through automatic communication/use of the service\nDesign for relations - do I create relations to other users? Do I follow spefic areas of interests? How can I see and manage these relations? Are they synchronized or synchronized\nDesign for presence - is this product or service live? How do we show time and when I was in here last time?\nDesign for identity so that user can define parts of how they are viewed by the community. How do I see the others? How do I show my identity and my interests? - e.g. the way you think you ride a bike - in the case of ibikecph.dk\n\n\n\n
  • Design for organization and community - so that user can take own initiatives and e.g. create groups, organise and coordinate activities among each other\nDesign for conversations - what can we talk about? how do we do this? How is the conversations showed to others?\nDesign for active sharing - give users ways to share ideas, good tips, tricks, e.g. activity around bikes in cph - what is the "social object" that people interact around - the photo of flickr, the run of Connect Garmin - and in reality all of Garmins runnings products and services.\nDesign for activity and flow - present call for actions and explaining what a user can/should do as well as for "passive" activity by showing activity through automatic communication/use of the service\nDesign for relations - do I create relations to other users? Do I follow spefic areas of interests? How can I see and manage these relations? Are they synchronized or synchronized\nDesign for presence - is this product or service live? How do we show time and when I was in here last time?\nDesign for identity so that user can define parts of how they are viewed by the community. How do I see the others? How do I show my identity and my interests? - e.g. the way you think you ride a bike - in the case of ibikecph.dk\n\n\n\n
  • Design for organization and community - so that user can take own initiatives and e.g. create groups, organise and coordinate activities among each other\nDesign for conversations - what can we talk about? how do we do this? How is the conversations showed to others?\nDesign for active sharing - give users ways to share ideas, good tips, tricks, e.g. activity around bikes in cph - what is the "social object" that people interact around - the photo of flickr, the run of Connect Garmin - and in reality all of Garmins runnings products and services.\nDesign for activity and flow - present call for actions and explaining what a user can/should do as well as for "passive" activity by showing activity through automatic communication/use of the service\nDesign for relations - do I create relations to other users? Do I follow spefic areas of interests? How can I see and manage these relations? Are they synchronized or synchronized\nDesign for presence - is this product or service live? How do we show time and when I was in here last time?\nDesign for identity so that user can define parts of how they are viewed by the community. How do I see the others? How do I show my identity and my interests? - e.g. the way you think you ride a bike - in the case of ibikecph.dk\n\n\n\n
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  • The consequence of this is that co-creation is not only a part of our process as designers. \nIt is also an integrated part of the result of our efforts; the products and the services that we design. \n\nSince they to an increasing degree are made valuable, meaningful and useful through the connectedness and use of others they are in themselves co-created.\n\n
  • Looking at HOW to build...\nBe agile & prototype your business, work in iterations, close to your customers\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
  • Validating a business model using as little resources and time (on the wrong thing) as possible\n
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  • A case...\n
  • A case...\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER\n UNDER KRAFTIG FORANDRING AF INTERNETTET?\n\nHele historien. Baggrund for projekt. \n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER\n UNDER KRAFTIG FORANDRING AF INTERNETTET?\n\nHele historien. Baggrund for projekt. \n
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  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • HVORDAN KAN DANMARKS STØRSTE E-BOGHANDEL BEHOLDE DERES FØRERPOSITION I ET BOGMAREKED DER ER UNDER KRAFTIG FORANDRING AF INTERNETTET?\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
  • VI FANDT HURTIGT UD AF AT DER VAR ET POTENTIALE I AT UDFORDRE VÆRDIKÆDEN FOR UDGIVELSE..\nSAXO.COM KUNNE BRUGE DERES BUTIK TIL AT HJÆLPE FORFATTERE DIREKTE UD PÅ MARKEDET\n
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  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
  • The BUSINESS PROTOTYPE shows the phases of service - from consideration, through production, post-production marketplace, to marketing and sales as well as post-purchase and social consumption. It Displayed the demands on the organisation. It Showed the social and interaction design of the service and it Showed data flows and where value where created. PROTOTYPEN became a tool for the management and was central in customer- and product development of SAXO Publish.\n\n\n
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  • EFTER 3 MÅNEDER MED ANALYSER, WORKSHOPS OG DESIGN GIK VI IGANG MED AT UDVIKLE OG LANCERE SAXO PUBLISH.\n\nVI INTENSIVEREDE SAMARBEJDET MED SAXO.COMS LEDELSE OG UDVIKLINGSTEAM.\n\nVI ETABLEREDE ET PROJEKTRUM HOS SAXO.COM, HVOR VI ARBEJDEDE FLERE DAGE OM UGEN.\n\nDET ER ALTID VIGTIGT FOR OS AT ARBEJDE SOM EN LEAN STARTUP DVS. AGILT OG INNOVATIVT. \n\nDERFOR TILRETTELAGDE VI ARBEJDET MED HYPPIGE MØDER, HVOR VI KONSTANT FORHOLDT OS KRITISK TIL PROJEKTETS HYPOTESER PÅ TVÆRS AF PRODUKTUDVIKLING, TEKNIK, ORGANISATION, KUNDEUDVIKLING, FORRETINGSUDVIKLING OG MARKEDSFØRING.\n\nVI PIVOTEREDE FLERE GANGE OG ARBEJDEDE MED MVP\n\n
  • EFTER 3 MÅNEDER MED ANALYSER, WORKSHOPS OG DESIGN GIK VI IGANG MED AT UDVIKLE OG LANCERE SAXO PUBLISH.\n\nVI INTENSIVEREDE SAMARBEJDET MED SAXO.COMS LEDELSE OG UDVIKLINGSTEAM.\n\nVI ETABLEREDE ET PROJEKTRUM HOS SAXO.COM, HVOR VI ARBEJDEDE FLERE DAGE OM UGEN.\n\nDET ER ALTID VIGTIGT FOR OS AT ARBEJDE SOM EN LEAN STARTUP DVS. AGILT OG INNOVATIVT. \n\nDERFOR TILRETTELAGDE VI ARBEJDET MED HYPPIGE MØDER, HVOR VI KONSTANT FORHOLDT OS KRITISK TIL PROJEKTETS HYPOTESER PÅ TVÆRS AF PRODUKTUDVIKLING, TEKNIK, ORGANISATION, KUNDEUDVIKLING, FORRETINGSUDVIKLING OG MARKEDSFØRING.\n\nVI PIVOTEREDE FLERE GANGE OG ARBEJDEDE MED MVP\n\n
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  • So to sum up and conclude - \n- we are moving from a state where organizations could focus on master the relationship between the organiation and its market to a much more complex situation where the way we connect and use the Internet are changing business as we know it. This changes the role and value of service design.\n
  • A situation where we also need to take into account how the products and services are evolving, modified and changed as customers or citizens use our products and services while they interact with each other, share, re-mix, contribute, create and how these products and services are changed as these customers get back to us - giving us ideas, or sharing add-ons, extensions, new use scenarios or adding functionality.\n\n
  • In order to do this in the best possible way we should acknowledge that “start-ups are not small versions of large corporations”. This also goes for the other way around.\nSteve Blank - one of the main minds behind Lean start-up methods - suggests that building new business and launch innovation demands a different way of working. As such, larger organisations need to adapt new ways of getting things done and creating business together with their customers. \n
  • Thank you!\n
  • \n
  • How lean and service design methods can create innovative, digital products

    1. 1. How lean & service designmethods can createinnovative, digital productsthat challenge status quoOctober 2012Magnus ChristenssonSocialsquarePartner and CEO
    2. 2. Digital innovation We make sure that choices are made and prioritised. We createWe provide insight business prototypesinto the digital of future productsbehaviour of users, and servicestechnological trendsand changes in valuechains We facilitate product development, customer development, launch and ongoing evaluation
    3. 3. Some of our references:
    4. 4. Some of our references:
    5. 5. 3 things1. Internet is changing business2. Design services in new ways3. Make things happen by working like astart-up
    6. 6. The internet changeseverything.
    7. 7. Consumption Distrib ution Cre ationBehaviour changes Consumptionwith new technologies
    8. 8. More people have access to the marketplace TransactionsThe marketplace are socialis back on theinternet
    9. 9. Trebor Scholz http://collectivate.net
    10. 10. Trebor Scholz http://collectivate.net
    11. 11. Compe titors digital are -only ins cha ing lue ang Va ch areDisruption does notcare about your brand will ustry ible You r ind tang e in b ec o m Change comes from every direction Trebor Scholz http://collectivate.net
    12. 12. 133 years Invented the digital cameraKodak share price + 300.000 Facebook likes60$ Flickr is launched in 2004 The iPhone is launched40$ in 2007 Instagram is launched in20$ 20100$ 1998 2000 2002 2004 2006 2008 2010 2012 Bankruptcy in 2012
    13. 13. The future belongs tothose who challenge.
    14. 14. It has never been easier...- 20 mill. active users / month - 70,822 projects worth - Grew by 400% last year- 4 mill. of those pay monthly 353 mill. $ since 2009 - 5 mill. bookings and- 500.000 user in Denmark in - With project success transactions worth 500 mill. $six months rate of 43.88&, 29.490 since 2007 projects have been realised
    15. 15. SimpleSocialScaleable
    16. 16. Focus yesterdayPRODUCT & SERVICE Focus today COMMUNICATION & BRANDING COMMUNICATION & BRANDING PRODUCT & SERVICE
    17. 17. It’s not enough to... > Design and implement user-friendly touchpoints > Create service blueprints and user flows > Interview and observe users
    18. 18. It’s not enough to... If you can’t, at the same time... > Design and implement > Understand the internet, user-friendly touchpoints changes in value chains and new challengers > Create service > Understand communities, blueprints and user participation and social flows interaction > Interview and > Be agile and prototype your observe users business. Work in iteration, close to the customers
    19. 19. Understand Be agile &communitie prototypes, yourparticipatio business, work inn and social iterations,interaction close to your customers
    20. 20. Design and launch for socialityand co-creation over time.
    21. 21. PRESENCE CONVERSATIONS IDENTITY SOCIAL OBJECT SHARING RELATIONS GROUPSK
    22. 22. SOCIALOBJECT
    23. 23. Identity SOCIAL OBJECT
    24. 24. Identity SOCIAL OBJECT Relations
    25. 25. Identity SOCIAL OBJECT Presence Relations
    26. 26. Identity Groups SOCIAL OBJECT Presence Relations
    27. 27. Identity Groups SOCIAL OBJECT Presence Relations Conversations
    28. 28. Identity Sharing Groups SOCIAL OBJECT Presence Relations Conversations
    29. 29. Identity Sharing Groups SOCIAL Flow OBJECT Presence Relations Conversations
    30. 30. ACCESS? FLOW? HISTORY? TOPICS? PRESENCE APPROACH? CONVERSATIONS IDENTITY SOCIAL ACTIONS? TRUST? OBJECT SHARING RELATIONS FORMATS? GROUPS CULTURE?K PRAXIS? ROLES? SEGMENTS?
    31. 31. Digital products andservices are co-creation in themselves
    32. 32. “Life is too short tobuild something
    33. 33. LEAN START-UP
    34. 34. PROTOTYPE S HYPOTHESE MVP S BUILD CUSTOMER DEVELOPMEN ADAPTION T LEAN START-UPANALYSIS LEARN TEST INTERVIEW S EVALUATIO FEEDBACK N
    35. 35. Design Designshould not should bebe looking looking forfor ideas. customers
    36. 36. Denmark’s largest e-commerce siteRevenue of 200 mill. DKK. in201110 mill. visitors / year
    37. 37. How does the Who are the book of the future What are the new platforms?How is thevalue chain of What is SAXO.com’s What is thebook industry next business? price of information in How does the future book Who is theHow is the author of thefuture reader
    38. 38. Market space VID AUTHOR INTERVIEWS READERS INTERVIEWS EXPERT INTERVIEWSINSIGHTS & ANALYTICS ANALYSIS OF THE BOOK INDUSTRY REVIEW OF PLATFORMSWORKSHOPS WITHSAXO.COM
    39. 39. Findings Publisher StoreWriter Book ReaderThe traditional value chain inthe book industry
    40. 40. Publisher Print StoreWriter Readers
    41. 41. Book Publisher Print StoreWriter Readers FEEDBACK
    42. 42. Blogger Consultant Company Writer Scientist Culture Professional Company institution Speaker Book Magazin Chapter Book Reports e sWriter White Pictures Thesis Blog paper Catalog Journal Article Booklet
    43. 43. How will Which market SAXO.com position should make money in SAXO.com the future? assume? What services How will theHow is the should platform look?value chain ofthe book SAXO.com offer?industry How should SAXO.com’s How should organisation SAXO.com relate to evolve? readers and writers in the future?
    44. 44. Value chain in SAXO.com SAXO.com’sthe market market position focus and functions Where is the How should What services competition SAXO.com earn should Saxo.com strong money in the offer?
    45. 45. Vision Hypothesis Test Validation/Pivot SAXO.COM TO HYPOTHESIS FILE CONVERSION FILE CONVERSION HELP WRITERS REJECTED PROVIDES VALUE IS NOT HARDPUBLISH FROM A-Z
    46. 46. Vision Hypothesis Test Validation/Pivot SAXO.COM TO HYPOTHESIS FILE CONVERSION FILE CONVERSION HELP WRITERS REJECTED PROVIDES VALUE IS NOT HARDPUBLISH FROM A-Z iv ot! P New hypothesis Test Validation/Reject HYPOTHESIS VALUE PROPOSITION: ACCESS TO AND VALIDATED EASY PUBLISHING AND EFFECTIVE INSIGHT INTO QUICK ACCESS TO MARKETING MARKET MARKET
    47. 47. Allow easy and free access to themarketplace to everyoneMake previously hidden dataavailable, e.g. through businessintelligenceAllow “stakeholders” to connectLower cost and barriers of entranceCreate communities for authors &readers
    48. 48. !
    49. 49. Business Prototype no! ! yes! yes! yes! no! ?! ?! no! yes!Blogger Consultant Business Author Scientist Cultural Professional Company owner institutio Speaker n
    50. 50. Stop Go!?
    51. 51. How do we deliver themost value with the leasteffort - as quickly aspossible?
    52. 52. We established astart-up- Part of core dev team- Managed through aLaunch framework- Customer developmentworkshops- Ongoing build - test -learn- Weekly sprints- Daily check-ins
    53. 53. LaunchDEFINE CORE-LEVERAGE AND TEST OG VALIDATION OF DEVELOP BETA & COMMERCIALBUSINESS CASE HYPOTHESES RAMP-UP VERSIONDEFINE MINIMAL VIABLE DESIGN OF SOCIALITY DESIGN OF CORE FEATURESPRODUCT OG SERVICE FLOWS DESIGN OF WIREFRAMES DESIGN OF PROTOTYPES DEVELOP SKETCHES
    54. 54. LaunchESTABLISHING PARTNERSHIPS IDENTIFY INTRAPRENEUR & DEFINE LAUNCH CRITERIA & TEAM PARTICIPATION ACTIVITIES CUSTOMER DEVELOPMENT VIDEO PR ANALYSIS AND ADAPTION LAUNCH EVENTS COMMUNICATION
    55. 55. Publish in 2 min. 10 mill. visitors WRITERComplete Market with:control Proof readersKeeps all rights EditorsGets 70% of Translatorssales Illustrators Purchase marketing on SAXO.com Business intelligence Community Community with other with readers writers
    56. 56. CONCEPT ADAPTED BOARD LAUNCHED ON CONTINUOUSLY OBJECTIVES TIME TOGETHER WITH MET CUSTOMERS 450 LAUNCH PUBLICATIONS ADAPTION OF EVENT WITH1 MONTH AFTER ORGANISATION MORE THAN LAUNCH 300
    57. 57. To conclude...
    58. 58. B2C = B2C + C2C + C2B
    59. 59. CO-CREATION productsINTERNAL services EXTERNAL process tools communication network
    60. 60. “Start-ups are notsmall versions of largecorporations”- Steve Blank
    61. 61. Thanks. Magnus Christensson mobil: +45 26 800 388 twitter: @mchristensson e-mail: magnus@socialsquare.dk www.socialsquare.dk

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