TEDxESADE talk Service Design for the Sharing Economy

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With increased connectivity, networks at both a global and local level are growing rapidly whilst new communities can develop and flourish through digital channels. These allow for resources to be shared, swapped, borrowed and traded; bearing a new economy that favours access over ownership.

This is a dramatically different user experience context that demands a transformation of our approach to service design. In this session we will share findings from our global research that explored the experiences and opportunities involved in moving from an ownership economy to one built on access and sharing. In this presentation we present guidelines for creating value exchange networks and share some tools we’ve developed for creating networked services and business models in the sharing economy.

See also video of the presentation being delivered: http://youtu.be/b22vSxLXMsY

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TEDxESADE talk Service Design for the Sharing Economy

  1. 1. Service Design for the Sharing Economy TEDxESADE, 10 April 2014 Aldo de Jong, Co-Founder, Claro Partners
  2. 2. Business  innova+on  and  Service  design  in  the  context  of  Disrup+ve  shi7s  
  3. 3. THE  END  OF  THE  WORLD   …  AS  YOU  KNOW  IT…  
  4. 4. FROM  OWNERSHIP..  
  5. 5. ..TO  ACCESS  
  6. 6. FROM  BIG  CORPORATES..  
  7. 7. ..TO  MICRO-­‐BUSINESS  
  8. 8. FROM  SERVICES   DELIVERED  BY   COMPANIES..  
  9. 9. ..TO  SERVICES   DELIVERED  BY   NETWORKS  
  10. 10. -­‐   +   TIME   Acquisi+on   JOY     OF  OWNERSHIP   BURDEN     OF  OWNERSHIP     Post-­‐use  Use   The  burden  of  ownership  is  challenging  the  consump+on  economy  
  11. 11. The  sharing  economy  emerges  from  communi+es  of  exchange.   Trust  between  strangers  is  a  new  currency.   MY  STUFF   YOUR  STUFF   EXCHANGE  
  12. 12. Networked  business  models  are  disrup+ng  tradi+onal  ways  of  doing  business   Tradi+onal   Networked  
  13. 13. We  call  them  Par+cipatory  Service  Networks  (PSN)   Networked  business  models   Value  exchange  networks   Collabora4ve  consump4on   P2P  services   Bo<om-­‐up  value  exchange   Sharing  economy   User-­‐generated  content  
  14. 14. claropartners.com  >  login   u:  pdfa   pw:  ownership  
  15. 15. Has  a   boyfriend   25  yr   Travels  by   Drives  by   Graphic   designer   Loves   traveling         Lives  in  a   shared     flat  with   2  friends   Meet  Anna..   Works  by          
  16. 16. Married,   two   children   58  yr   Hos4ng     room  by   Cares     for  others       Just   recovered       ..and  Linda   Cooks   for  others   Rents   out  car  
  17. 17. The  access  economy  drives  new  business  models       Car  use  u  tRental  fee   Car  u  tPayment  
  18. 18. Car  use  u      t  Rental  feeCONSUMER   Car  u  tPayment   The  sharing  economy  drives  networked  business  models      
  19. 19. The  sharing  economy  drives  networked  business  models       CAR  USER  CAR  OWNER   Car  use  u      t  Rental  feeCONSUMER   Car  u  tPayment  
  20. 20. Tradi+onal   service  models   Networked   business  models   Networked  business  models  calls  for  a  shi7  in  approach  to  service  design   1.  Focus  on  the  individual  customer   2.  Design  and  deliver  a  service   3.  Own  a  unique  rela+onship  with  customer   1.  Uncover  opportuni+es  in  a  network   2.  Enable  exchanges  to  deliver  service   3.  Iden+fy  your  role  in  the  ecosystem  
  21. 21. 1.  Uncover  opportuni+es  in  a  network  
  22. 22. 1.  Uncover  opportuni+es  in  a  network   Network   What  do  they  need?   What  do  they  have?   Individual  customer   What  do  they  need?  
  23. 23. What  are  the  values  exchanged?   1.  Uncover  opportuni+es  in  a  network  
  24. 24. How  are  people  connected  within  the  network? 1.  Uncover  opportuni+es  in  a  network  
  25. 25. What  is  their  mo+va+on  to  join?   1.  Uncover  opportuni+es  in  a  network  
  26. 26. 2.  Enable  exchanges  to  deliver  service  
  27. 27. Single  user  experience   Design  the  service   journey   2.  Enable  exchanges  to  deliver  service   Networked  experience   Design  par+cipatory   services  
  28. 28. Who  is  exchanging  value?   What  value  is  exchanged?   How  is  the  value  exchanged?   Sketch  out  the  network     Short  descrip+on:     2.  Enable  exchanges  to  deliver  service   How is value exchanged? Socialcar is a P2P car rental service. Private car owners to rent out their cars for money, to drivers! Car users, car owners and Socialcar! Car, money, members, insurance!
  29. 29. How do we design for a networked experience? EXTEND  USE  JOIN  DISCOVER  USER   Car  use  u      t  Rental  fee 2.  Enable  exchanges  to  deliver  service  
  30. 30. EXTEND  USE  JOIN  DISCOVER   How do we design for a networked experience? 2.  Enable  exchanges  to  deliver  service  
  31. 31. Trust  in  the     value  exchanged   Trust  in  other     network  parEcipants   Trust  in  the     plaForm   How do we enable interactions and exchanges? 2.  Enable  exchanges  to  deliver  service  
  32. 32. CONTRIBUTION" How to encourage contributions? 2.  Enable  exchanges  to  deliver  service  
  33. 33. 3.  Iden+fy  your  role  in  the  ecosystem  
  34. 34. BRAND   1:1  rela+onship  with   customer   Facilitate  rela+onships   among  customers   BRAND   3.  Iden+fy  your  role  in  the  ecosystem  
  35. 35. 3  OWNER  ROLES   Community  creator     Community   orchestrator   Host   What roles does the network need to function, and who can provide it? 3.  Iden+fy  your  role  in  the  ecosystem  
  36. 36. Crowd  gatherer   Network  enhancer   Builder   What roles does the network need to function, and who can provide it? 3.  Iden+fy  your  role  in  the  ecosystem   3  ENABLER  ROLES  
  37. 37. PSN   Emerge   Seed   Nurture   Weed   Adapt   How to start and grow the network? 3.  Iden+fy  your  role  in  the  ecosystem  
  38. 38. Tradi+onal   service  models   Networked   business  models   Networked  business  models  calls  for  a  shi7  in  approach  to  service  design   1.  Focus  on  the  individual  customer   2.  Design  and  deliver  a  service   3.  Own  a  unique  rela+onship  with  customer   1.  Uncover  opportuni+es  in  a  network   2.  Enable  exchanges  to  deliver  service   3.  Iden+fy  your  role  in  the  ecosystem  
  39. 39. WELCOME  TO  THE  END  OF   THE  WORLD   …  AS  YOU  KNOW  IT…  
  40. 40. Thanks  and  share  back!   @claropartners   #sharingeconomy  #servicedesign   #TEDxESADE   Aldo  de  Jong|  Co-­‐Founder   aldo@claropartners.com  

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