Designing Tangible Business Models

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DG512 Business Model Design is an assignment within the Industrial Design Bachelor Program at the Eindhoven University of Technology. It is part of the Competency Area Business Process Design. Industrial Design students develop their business acumen during an intensive, pressure-cooker, workshop-based 6 weeks assignment by designing the business model for a real-life business case and deploying their design skills by building a tangible representation of the business model. DG512 Business Model Design is an experiment at the intersection of Education, Research, and Business. The responsible teacher for DG512 Business Model Design is Camilla van den Boom MSc, Department of Industrial Design at Eindhoven University of Technology.

Published in: Business, Technology

Designing Tangible Business Models

  1. 1. Designing Tangible Business Models DG512 Assignment Business Model Design Philips Ambient Light Experience Hospital 2010-2011 An experiment at the intersection of Education, Research and Business Eindhoven University of Technology Department of Industrial Design Competency Area Business Process Design Camilla van den Boom MSc DG512 Assignment 1 2010-2011 Philips
  2. 2. “I always thought business was kind of dusty, like old men counting their money. But now I can walk up to them, talking about what domino bricks can do to their business.” Industrial Design Student Eindhoven University of Technology
  3. 3. Ebenezer Scrooge in “A Christmas Carol”
  4. 4. What is this about?
  5. 5. DG512 Assignment Business Model Design Camilla van den Boom MSc & Dr. Lu Yuan Designing Tangible Business Models An experiment at the intersection of Education, Research and Business Eindhoven University of Technology Department of Industrial Design Competency Area Business Process Design 2010-2011
  6. 6. Expectations?
  7. 7. Industrial Design Student “I would like to deepen my understanding of the relation between business and design.”
  8. 8. Industrial Design Student “My ambition is to learn how to make a proper business plan, for a product as well as a project.”
  9. 9. Industrial Design Student “As a designer, I think the business part is really boring. But I know I need to have basic business skills in my career and therefore want to develop my business acumen.”
  10. 10. Guiding rules
  11. 11. Help me to help you
  12. 12. Pressure cooker concept (theory, practice, feedback and homework)
  13. 13. Learning by experience and never stop asking the right questions
  14. 14. Feedback is your own responsibility
  15. 15. Case
  16. 16. Walt Disney Philips Hospital Insurance Company Patient Clinical Staff Family
  17. 17. Assignment
  18. 18. “What does the business model look like?”
  19. 19. “How to build a tangible business model?”
  20. 20. Lectures
  21. 21. What is it all about?
  22. 22. WHAT DOES (S)HE THINK AND FEEL? What is important? Sorrows? Aspirations? WHAT DOES (S)HE HEAR? WHAT DOES (S)HE SEE? What do friends say? What does the boss say? What do media influencers say? Environment? Friends? Market offer? WHAT DOES (S)HE SAY AND DO? Attitude in public? Appearance? Behaviors? PAIN GAIN Fears? Frustrations? Obstacles? Requests and needs? Measures of success? Obstacles? www.xplane.com
  23. 23. The Business Model Canvas KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION KEY RESOURCES WHAT IS THE VALUE PROPOSITION? COST STRUCTURE RELATIONSHIPS CUSTOMER SEGMENTS CHANNELS WHO IS THE CUSTOMER? REVENUE STREAMS www.businessmodelgeneration.com
  24. 24. The Business Model Canvas KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION RELATIONSHIPS CUSTOMER SEGMENTS HOW DO WE ENGAGE THE CUSTOMER? KEY RESOURCES WHAT IS THE VALUE PROPOSITION? WHO IS THE CUSTOMER? CHANNELS WHAT CHANNELS DO WE USE? COST STRUCTURE REVENUE STREAMS WHAT DOES IT BRING IN TERMS OF REVENUES? www.businessmodelgeneration.com
  25. 25. The Business Model Canvas KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION RELATIONSHIPS HOW DO WE ENGAGE THE CUSTOMER? WHAT ARE THE KEY ACTIVITIES? WHO ARE THE KEY PARTNERS? KEY RESOURCES CUSTOMER SEGMENTS WHAT IS THE VALUE PROPOSITION? WHAT ARE THE KEY RESOURCES? COST STRUCTURE WHAT DOES THE COST STRUCTURE LOOK LIKE? WHO IS THE CUSTOMER? CHANNELS WHAT CHANNELS DO WE USE? REVENUE STREAMS WHAT DOES IT BRING IN TERMS OF REVENUES? www.businessmodelgeneration.com
  26. 26. Homework
  27. 27. Storytelling
  28. 28. Pitching to an external panel
  29. 29. Tangible business models
  30. 30. Final report
  31. 31. Evaluation
  32. 32. Industrial Design Student “I always thought business was dry and boring. That business was not innovative. But business is not such a solid thing like the laws written thirty years ago.”
  33. 33. Industrial Design Student “I liked how business was related to design and our qualities as designers.”
  34. 34. Industrial Design Student “I really liked the structure of the assignment. The pace, the tempo and the pressure. Very fast, very high energy. It made me jump on the train.”
  35. 35. Industrial Design Student “I really enjoyed how actualities were brought up in the lectures. It really made me see the value of business and what is happening around us.”
  36. 36. Industrial Design Student “We had to present our reasoning and model every week. It was very engaging and I learned how to present and showcase my ideas.”
  37. 37. Industrial Design Student “The creativity flowed. It is inspiring to see that there are many roads to take and lots of different ways to reach a goal.”
  38. 38. Industrial Design Student “I saw you like it and you were having fun. So I liked it and I had fun. It is like contagious. When you are motivated, we are motivated.”
  39. 39. Industrial Design Student “It was challenging and made me enthusiastic. I am a lazy guy who needs somebody to challenge me. Consider it done.”
  40. 40. For more information, please get in touch Camilla van den Boom MSc Designing Tangible Business Models Eindhoven University of Technology Teacher DG512 Assignment Business Model Design Department of Industrial Design DG512 Assignment Business Model Design About.me camillavandenboom Philips LinkedIn Ambient Light Experience Hospital 2010-2011 camillavandenboom Twitter @camillavandenbo Email c.b.v.d.boom@tue.nl An Tel experiment at the intersection of Education, Research and Business +31624158694 Eindhoven University of Technology Department of Industrial Design Competency Area Business Process Design Camilla van den Boom MSc
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