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Creating value with design strategyParsons IDC: Design ThinkingElliot Felix      ©brightspot 2011   Parsons IDC: Creating ...
about meTrained as an architect and designerLead brightspot strategy, consulting firm focusedon improving work and learnin...
design strategy is a means to createvalue by meeting both* users needs andbusiness goals                                  ...
today’s session                                     Part 2 – exercise   Part 3 – a “how” question         using the busine...
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 who...
starbucksquestions: offering? | how delivered? | how captured?*All logos property of                                      ...
zipcarquestions: offering? | how delivered? | how captured?                                                               ...
h&mquestions: offering? | how delivered? | how captured?                                                                  ...
ikeaquestions: offering? | how delivered? | how captured?                                                                 ...
parsonsquestions: offering? | how delivered? | how captured?*All logos property oftheir respective owners                 ...
business modelThe rationale for how a businesscreates, delivers, and captures value                              What busi...
scenario planningscenario planning is a method         Very, Very Simple Example:to plan for an uncertain future       Pla...
business model canvasBy Alexander OsterwalderA template and processfor designing businessmodels.http://www.businessmodelge...
business model canvasBy Alexander Osterwalder           ©brightspot 2011   Parsons IDC: Creating Value with Design Strateg...
business model canvas, componentsBy Alexander Osterwalder           ©brightspot 2011   Parsons IDC: Creating Value with De...
business model canvas, explainedBy Alexander Osterwalder           ©brightspot 2011   Parsons IDC: Creating Value with Des...
business model canvas, exemplifiedBy Alexander Osterwalder           ©brightspot 2011   Parsons IDC: Creating Value with D...
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     Pars...
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 i...
engage stakeholdersenabling a user-centered process by understandingusers and engaging them in the design processuser     ...
make things tangiblecommunicating ideas concretely to enable betterunderstanding, feedback, and participationexamples     ...
think integrationthinking holistically, systemically, and systematicallyto understand connections, relationships, and impa...
test multiple optionsenabling ideas to compete to gain perspective, avoidattachment, and empower people to provide feedbac...
connect design and useposition design not as the delivery of a product orservice but rather as the continuous support for ...
questions?     ©brightspot 2011   Parsons IDC: Creating Value with Design Strategy   28
thanks.elliot@brightspotstrategy.comtwitter: @elliotfelixwww.brightspotstrategy.comtwitter: @brightspotter        ©brights...
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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

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Transcript of "Elliot felix creating value with design strategy"

  1. 1. Creating value with design strategyParsons IDC: Design ThinkingElliot Felix ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 1
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. value ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 5
  6. 6. 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
  7. 7. 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
  8. 8. zipcarquestions: offering? | how delivered? | how captured? Flickr MPD1605*All logos property oftheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 8
  9. 9. 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
  10. 10. ikeaquestions: offering? | how delivered? | how captured? Flickr HeroicLife*All logos property oftheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 10
  11. 11. parsonsquestions: offering? | how delivered? | how captured?*All logos property oftheir respective owners ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 11
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. business model canvasBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 15
  16. 16. business model canvas, componentsBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 16
  17. 17. business model canvas, explainedBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 17
  18. 18. business model canvas, exemplifiedBy Alexander Osterwalder ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 18
  19. 19. small group exercise ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 19
  20. 20. 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
  21. 21. design strategy ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 21
  22. 22. 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
  23. 23. 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
  24. 24. make things tangiblecommunicating ideas concretely to enable betterunderstanding, feedback, and participationexamples stories prototypes ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 24
  25. 25. think integrationthinking holistically, systemically, and systematicallyto understand connections, relationships, and impactssystems networks relationships ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 25
  26. 26. 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
  27. 27. 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
  28. 28. questions? ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 28
  29. 29. thanks.elliot@brightspotstrategy.comtwitter: @elliotfelixwww.brightspotstrategy.comtwitter: @brightspotter ©brightspot 2011 Parsons IDC: Creating Value with Design Strategy 29

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