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Elliot felix   creating value with design strategy
 

Elliot felix creating value with design strategy

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Presentation / discussion prompt for Parsons Design Think Lab, introducing business models, value propositions, scenario planning, and Osterwalder's' Business Model Canvas

Presentation / discussion prompt for Parsons Design Think Lab, introducing business models, value propositions, scenario planning, and Osterwalder's' Business Model Canvas

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    Elliot felix   creating value with design strategy Elliot felix creating value with design strategy Presentation Transcript

    • Creating value with design strategyParsons IDC: Design ThinkingElliot Felix ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 1
    • about meTrained as an architect and designerLead brightspot strategy, consulting firm focusedon improving work and learning experiencesBelieve that design is means for defining andsolving problems in order to make an impact ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 2
    • design strategy is a means to createvalue by meeting both* users needs andbusiness goals identity subscribers creativity revenue efficiency community functionalitybusiness design user goals strategy needs expression innovation productivityloyalty sales satisfaction engagement performance* Meeting one or the other isunsustainable value ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 3
    • today’s session Part 2 – exercise Part 3 – a “how” question using the business model canvasdesign strategy:a means to create valueby meeting user needs & business goals Part 1 – a “what” question ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 4
    • value ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 5
    • in each of the following examples:• what is the offering? what’s being provided that people need, want, or value? For whom?• how is it offered? How do products, services, and information move to, from, and among customers?• what is received in exchange for the offering? How is it captured and stored? ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 6
    • starbucksquestions: offering? | how delivered? | how captured?*All logos property of Flickr jonas maaloetheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 7
    • zipcarquestions: offering? | how delivered? | how captured? Flickr MPD1605*All logos property oftheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 8
    • h&mquestions: offering? | how delivered? | how captured? Flickr tnarik*All logos property oftheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 9
    • ikeaquestions: offering? | how delivered? | how captured? Flickr HeroicLife*All logos property oftheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 10
    • parsonsquestions: offering? | how delivered? | how captured?*All logos property oftheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 11
    • business modelThe rationale for how a businesscreates, delivers, and captures value What business are we in? Why are we in business? Who are our customers? What are their needs, wants, aspirations, values? Where do our revenues come from and for what? How is our business changing….? ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 12
    • scenario planningscenario planning is a method Very, Very Simple Example:to plan for an uncertain future Planning a fruit standby determining the drivers you Highneed to take a position on, thepredetermined/fixed elements,and then generating multiple “Oranges On “Any Fruit, Mobilitypossible futures – naming each the Go” Anywhere”and describing the scenario inat least a paragraph. Variety Low HighFurther reading:Global Business Network: “Big Apples “Union Sq.www.gbn.com on Broadway” Market”Lawrence Wilkinson in Wired: Howto Build ScenariosPeter Schwartz: The Art of theLong View Low ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 13
    • business model canvasBy Alexander OsterwalderA template and processfor designing businessmodels.http://www.businessmodelgeneration.com/http://www.businessmodelalchemist.com/Follow #bmgen conversation on twitter ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 14
    • business model canvasBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 15
    • business model canvas, componentsBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 16
    • business model canvas, explainedBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 17
    • business model canvas, exemplifiedBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 18
    • small group exercise ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 19
    • small group exerciseIn 15mins, fill out a BMGen Canvas for 1 of the previous examples ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 20
    • design strategy ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 21
    • design strategydesign strategy is ameans to create valueby meeting both userneeds and businessgoals, using a processthat is participatory,iterative, andintegrative. ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 22
    • engage stakeholdersenabling a user-centered process by understandingusers and engaging them in the design processuser mass participatoryresearch collaboration design ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 23
    • make things tangiblecommunicating ideas concretely to enable betterunderstanding, feedback, and participationexamples stories prototypes ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 24
    • think integrationthinking holistically, systemically, and systematicallyto understand connections, relationships, and impactssystems networks relationships ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 25
    • test multiple optionsenabling ideas to compete to gain perspective, avoidattachment, and empower people to provide feedbackcompetition empowerment perspective Office for Metropolitan Architecture ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 26
    • connect design and useposition design not as the delivery of a product orservice but rather as the continuous support for useevaluation support update ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 27
    • questions? ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 28
    • thanks.elliot@brightspotstrategy.comtwitter: @elliotfelixwww.brightspotstrategy.comtwitter: @brightspotter ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 29