1. Future Proof Design“Ideas to design Resilient, Enduring and Meaningful Businesses (&products)”
Simone Cicero meedabyte.com /@meedabyte
Barcelona Design Thinking Week 13

2. crisis

3. per – capita
needs
global
use/availability

4. “It is wholly a confusion of
ideas to suppose that the
economical use of resources
is equivalent to a
diminished consumption.
The very contrary is the
truth.”
William Stanley Jevons

5. We could have expected

6. A crisis is any event that is, or expected to
lead to, an unstable and dangerous situation
affecting an individual, group, community, or
whole society. Crises are deemed to be
negative changes in the security, economic,
political, societal, or environmental affairs,
especially when they occur abruptly, with
little or no warning. More loosely, it is a term
meaning 'a testing time' or an 'emergency
event'.

10. #occupygezipark

12. A clash of
visions

13. A clash of
powers

14. “In a time when technologies have drastically
reduced the efficient scale of production, capital,
instead of adapting itself to this reality, has fled
towards the opacity of securitization and large-
scale short selling. “
David De Ugarte, Las Indias

15. Disownership

16. From Albert Canigueral, http://www.consumocolaborativo.com/

17. A global
discourse

18. “Last year the impacts of climate change, cost
Unilever more than 200M€. Even if you can
ignore this, you cannot ignore the growth of
social media, which will be ruthless to businesses
that are judged to be making the world a worse
place, not a better one.
So many companies are waking up and realising
that they can be inside the tent, shaping
solutions, future-proofing their businesses,
strengthening their ties with their existing
consumers and reaching new ones.”
Paul Polman CEO Unilever

19. Can’t hide

20. “In fact, morality becomes their most
powerful product, forging a lasting
connection with constituents by
out-behaving their competition.”
Tim Leberecht CMO Frog Design

21. Once, you could even design stupid,
inefficient, absurd products and
succeed.

22. Now you can’t.

23. Designing products
for today

24. is that complicated

25. Apple launched the
appstore making the
phone a platform for
use case innovation
July 10, 2008

26. No more monolithic products

27. Modularity
Customizability
Hackability

28. pioneers

29. Make & Sell

30. tools
Facilitated
Contexts/Channels

33. DIY (and maybe sell)

39. Nahia: a customizable bikini!

40. Allow Peers to create
for other Peers
(that can make and sell)

41. Peer producers

42. A step further: the
right to access

43. not enough anymore

44. https://www.youtube.com/watch?v=E6rwQy75U8MFreekea

47. INNOVATION:
where to go?

48. Community
Centric
User
Centric

49. co-creation

50. no more just a fancy
word to use at work

52. “We take to heart what our community thinks
of us. It’s a challenge to listen to the
community and try to evolve with it. We
learned a long time ago that although we
cannot make everyone happy, we should listen
to as many people as possible.
Our job is to pick the best path to support that
community. I can give you many examples
where our gut told us one thing and the
community pulled us in another, better
direction.”
Nathan Seidle, Founder of Sparkfun

53. “the best path to
support that
community”

54. ”The art of creating software and
building new things was starting to
get celebrated at these hackathons,”
Where there was a
hackathon, there was Twilio.
Jeff Lawson, CEO/Cofounder of Twilio

60. Letting the
community drive

61. Ok, but how?

62. identify
behaviors
transactions
relations

63. spot
new exchange markets
social capital creation

64. facilitate interaction
and value exchange

65. through channels

66. A platform

67. A platform grants freedoms to allow
the peers add value.
Peers perform exchanges and
transactions.
Channels are provided to facilitate.

69. Use Case innovation happens at
the peers level.
The creation of new and
improved channels is the mission
of the platform stakeholders.

70. Illustration by Simon Wardley - blog.gardeviance.org
ILC Cycle

71. “Let us suppose you were a provider of utility computing
infrastructure services and one of these new higher orders
systems (e.g. big data systems built with hadoop) started to
diffuse. … you could detect this diffusion in close to real time and
hence rapidly decide to commoditize any new activity … in this
case by introducing something like Amazon Elastic Map Reduce.
Naturally, you’d be accused of eating the ecosystem if you did
this repeatedly but at the same time your new component
services would help grow the ecosystem and create new higher
order services. ”
Simon Wardley, from http://blog.gardeviance.org/2013/01/ecosystems.html

72. The more a player has direct
access to the customer base, the
more it could decide what to
commoditize and iterate ILC
cycles, staying ahead with new
product offerings.

73. Innovating the platform
concerns:
Commoditization
vs
Commonification

74. Commons
Centric
Community
Centric

75. +

76. distributed capital
means less interest
in rents

77. inherently open

78. risks in
competitive
advantage

79. shared
innovation

81. openness is a
resilience strategy

82. “Sustainability is all about figuring out how to be in
business forever, avoiding the temptation to overreach, to
maximize near term profits at the expense of long term
health.
It is about adapting the business to changing market
dynamics. It is about building a team and a culture that can
survive and keep going.”
Fred Wilson, VC

83. companies are
communities

86. Communities
can be
products

87. Communities are
companies

89. “Inside the company, though, we all take on
the role that suits the work in front of us.
Everyone is a designer. Everyone can
question each other’s work. Anyone can
recruit someone onto his or her project.
Everyone has to function as a “strategist,”
which really means figuring out how to do
what’s right for our customers. We all
engage in analysis,
measurement, predictions, evaluations”
From Valve’s Handbook for new Employees

91. It’s not only about product
design, it’s also about
enterprise design

92. the enterprise
IS the product

93. see it as a
platform

95. 1. Enable value creation
2. Facilitate value exchange
3. Extract fair value
4. Listen to communities

96. the Platform
Design Canvas

97. A fork of the business model canvas

98. This work is a fork of the Business Model
Generation Canvas by Alex Osterwalder
(http://www.businessmodelgeneration.com)
and is licensed under the Creative Commons
Attribution-Share Alike 3.0 Unported License ,
To view a copy of this license, visit
http://creativecommons.org/licenses/by-
sa/3.0/.
The Platform Design Canvas is in Live Editing

99. To be used:
• Design with ecosystems in mind
• Identify value creation contexts
• Identify peer segments and actors
• Identify opportunities (emerging transactions)
• Create new channels
•Identify community support services
• Identify exchange currencies

101. What peer segments
are present in the
ecosystem? They could
be producers,
consumers or
prosumers playing both
the roles

102. How's the value
created? In what
forms?

103. What are the recurring
transactions between
the peer segments
composing the
ecosystem?

104. Through which channels
do the peer segments
get in contact and
execute transactions?

105. How is the value
exchanged and in what
forms?

106. What are the key
stakeholders
contributing to the
platform operation and
mission?

107. What services are
available for the
community to support
value creation?

108. What are the key
components of the
platform? (resources,
formats, infrastructures)

109. Where is the value
extracted and in what
forms?

110. Examples

111. iOS
App store
Developers
Indie studios
Dev houses
App purchase
App review
App recommen.
App store
IDE
App checking
Promotions
Apple
AD network
Payment GW
New Use Cases
Cash flows for
devs
Brand visibility
Ad interaction
Users
Tech Firms
SMBs
WWDC
30% fee on transactionsApps purchase / Money Reviews / Cred
IDE access fee

112. Wordpress
Developers
Bloggers
Agencies
Wp.org
Wordpress SW
Wordcamp
Runnnig Wp.org
Wordpress
New Use Cases
Brand visibility
Starting a blog
Fees for servicesWP.com upgrades / Money Reviews / Cred
Tech Firms
Premium Theme
purchhase
wp.com
Purchases on
Third party shops
Upgrading a blog
Wp.com
Third Party
marketplaces
Personalized L&F
Third party
stores/ecosystem
Browser
providers
Developers
WP backends
LAMP Stack
WP.com Theme upgrades / Money Free Code

113. First test run of the
#Pdcanvas
@Barcelona Design
Thinking Week 2013:
Designing a platform
for the socialization
of traditional games

114. THANKS
get in touch!
@meedabyte
workshops & consulting