Transcript of "Business Model Design for Designers"
Business Model Design for Designers
JIM KALBACHPrincipal UX Strategist, USEEDS°Rutgers University, USADesigning Web Navigationwww.xing.com/profile/James_Kalbach@jameskalbachwww.ExperiencingInformation.comwww.UxToGo.com 2
What is a business model?Was ist ein Geschäftsmodell?
“The Business Model:Theoretical Roots,Recent Developments,and Future Research”C. Zott, R. Amit, &L.Massa.,WP-862, IESE, June,2010 - revisedSeptember 2010http://www.iese.edu/research/pdfs/DI-0862-E.pdf 4
Definition A business model describes the rationale of how an organization creates, delivers, and captures value. ALEXANDER OSTERWALDERUSEEDS° user centred thinking 5
VisualizingBusiness Models„A business model, from ourpoint of view, consists of fourinterlocking elements that,taken together, create anddeliver value.“ MARK W. JOHNSON et al., “Reimagine Your Business Model,” HBR (Dec 2008) 6
Business Model Innovation “ While CEOs still believe that product, service and operational innovations are important, they feel that innovation must also be applied to a company’s very core — to the way it does business and drives revenue. CEOs deemed these business model innovations vital to creating new and differentiating value for their companies.”IBM Global Service, “Business Model Innovation,” Sept 2006 21
Creativity & Business“CEOs identified creativity as thenumber-one leadership competency ofthe future…[But creativity] isn‘t something theylearn within their company, and itcertainly isn‘t something they aretaught in business school. Businessschools teach people how to bedeliverers, not discoverers.“ JEFF DYER AND HAL GREGERSEN, The Innovator‘s DNA, Harvard Business Press, 2011 23
PeePoopleThe Business Model Canvas Accessible, People in dev. affordable world w/o sanitation toilets 27
PeePoople Management,The Business Model Canvas Coordination Direct, of Franchises personal, family NGOs Distribution Accessible, and collection People in dev. affordable Awareness, world w/o sanitation Marketing Partner toilets QA Local governments Direct POU Chance to sales on Franchiser - UN earn money location via IP, Women Technology Franchise Franchise Sales of operations Peace of mind franchise packages HR Production Transporta- Per bag sales Bulk sales tion revenue 28
Uses of the Business Model Canvas for Designers 1. Understanding business modelsUSEEDS° user centred thinking 32
#4: Never forget the business“Amazon’s business model isdeliberately designed, and thesite is designed to ﬁt the business.You have to start with a greatbusiness model to produce a greatexperience.“JARED SPOOL, “Revealing Design Treasures From The Amazon Site“ 33
Business Model Design: Disruption Case Study [Xiamter]http://experiencinginformation.wordpress.com/2011/09/02/business-model-design-disruption-case-study/ 34
Uses of the Business Model Canvas for Designers 1. Understanding business models 2. Showing stakeholders why UX is importantUSEEDS° user centred thinking 35