DG512 Business Model Design is an assignment within the Industrial Design Bachelor Program at the Eindhoven University of Technology. It is part of the Competency Area Business Process Design. Industrial Design students develop their business acumen during an intensive, pressure-cooker, workshop-based 6 weeks assignment by designing the business model for a real-life business case and deploying their design skills by building a tangible representation of the business model. DG512 Business Model Design is an experiment at the intersection of Education, Research, and Business. The responsible teacher for DG512 Business Model Design is Camilla van den Boom MSc, Department of Industrial Design at Eindhoven University of Technology.

1. Designing Tangible Business
Models
DG512 Assignment Business Model Design
IKEA 2012-2013
An experiment at the intersection of Education, Research and Business
Eindhoven University of Technology
Department of Industrial Design
Competency Area Business Process Design
Camilla van den Boom MSc
DG512 Assignment 5 2012-2013 IKEA

2. “After the first lesson, I wanted to
know everything there is to know
about business models. I got hooked
by the way of energetic, fast-paced
teaching and working. I learned a lot
about business and design in the past
six weeks. It provided me with a new
way of thinking.”
Industrial Design Student
Eindhoven University of Technology

3. Business model hunger

4. What is this about?

5. Business…

6. …and design

7. …becomes business design

8. DG512 Assignment Business Model Design
Camilla van den Boom MSc
Designing Tangible Business Models
An experiment at the intersection of Education,
Research and Business
Eindhoven University of Technology
Department of Industrial Design
Competency Area Business Process Design
2012-2013

9. Expectations?

10. Industrial Design Student
“I am interested in the link between
business and the design process. I
am curious to see the connection
between myself as a designer and
business.”

11. Industrial Design Student
“I want to broaden my business
knowledge. I would like to learn about
business modeling and the skills to do
it. ”

12. Industrial Design Student
“I am curious to learn how to simplify
structures in business. I want to know
how to work with stakeholders.”

13. Industrial Design Student
“I want to learn from scratch. This is
the start for me within this
competency area. I do not know
anything about business. I do not
know anything about business
models. I want to learn the ability to
make a business model. I want to gain
more knowledge.”

14. Industrial Design Student
“I am thinking about starting a
business. I want to learn how to
communicate with clients about future
plans of a concept. I would like to
learn how to talk the same language
as my clients.”

15. Industrial Design Student
“I want to improve my chances to get
interesting jobs. This is an opportunity
to learn about business, design, and
companies. I would like to learn why
businesses succeed and fail, and how
they adapt.”

16. Industrial Design Student
“I heard good things about this
assignment.”

17. Guiding rules

18. Help me to help you

20. Pressure cooker concept (theory,
practice, feedback and homework)

22. Learning by experience and never
stop asking the right questions

24. Development is your own responsibility

25. Case

29. Designing Tangible Business
Models
DG512 Assignment Business Model Design
SPOTIFY 2011-2012
An experiment at the intersection of Education, Research and Business
Eindhoven University of Technology
Department of Industrial Design
Competency Area Business Process Design
Camilla van den Boom MSc

30. Assignment

31. “What does the business model look
like?”

32. “How to build a tangible business
model?”

33. Combine business and
design!

34. Lectures

35. What is it all about?

37. WHAT DOES (S)HE THINK AND FEEL?
What is important?
Sorrows?
Aspirations?
WHAT DOES (S)HE HEAR?
WHAT DOES (S)HE SEE?
What do friends say?
What does the boss say?
What do media influencers say?
Environment?
Friends?
Market offer?
WHAT DOES (S)HE SAY AND DO?
Attitude in public?
Appearance?
Behaviors?
PAIN
GAIN
Fears?
Frustrations?
Obstacles?
Requests and needs?
Measures of success?
Obstacles?
www.xplane.com

42. The Business Model Canvas
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
KEY RESOURCES
WHAT IS THE
VALUE PROPOSITION?
COST STRUCTURE
RELATIONSHIPS
CUSTOMER SEGMENTS
CHANNELS
WHO IS THE
CUSTOMER?
REVENUE STREAMS
www.businessmodelgeneration.com

46. The Business Model Canvas
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
RELATIONSHIPS
CUSTOMER SEGMENTS
HOW DO WE
ENGAGE THE
CUSTOMER?
KEY RESOURCES
WHAT IS THE
VALUE PROPOSITION?
WHO IS THE
CUSTOMER?
CHANNELS
WHAT
CHANNELS
DO WE USE?
COST STRUCTURE
REVENUE STREAMS
WHAT DOES IT BRING IN
TERMS OF REVENUES?
www.businessmodelgeneration.com

51. The Business Model Canvas
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
RELATIONSHIPS
HOW DO WE
ENGAGE THE
CUSTOMER?
WHAT ARE
THE KEY
ACTIVITIES?
WHO ARE
THE KEY
PARTNERS?
KEY RESOURCES
CUSTOMER SEGMENTS
WHAT IS THE
VALUE PROPOSITION?
WHAT ARE
THE KEY
RESOURCES?
COST STRUCTURE
WHAT DOES THE
COST STRUCTURE LOOK LIKE?
WHO IS THE
CUSTOMER?
CHANNELS
WHAT
CHANNELS
DO WE USE?
REVENUE STREAMS
WHAT DOES IT BRING IN
TERMS OF REVENUES?
www.businessmodelgeneration.com

56. Homework

60. Pitching to an external panel

68. Tangible business models

73. Final report

78. Evaluation

79. Key learning points

81. Industrial Design Student
“This assignment was great. I learned
true designing skills. I learned a lot
about design and making other people
understand. I also learned about
business. How to analyze a business
in one single framework, the business
model canvas.”

82. Industrial Design Student
“The fact that we needed to dig into
the empathy map of customers was
great. We had to translate thoughts
and communication back to the
business models. We needed to come
up with something that was interesting
to the audience.”

83. Industrial Design Student
“You learn a lot from looking at the
positive things in a performance. It is
quite hard to see good things and to
come up with positive things as
feedback. But this is very useful. You
see things, also from other teams, and
you learn from the things that you did
not do.”

84. Industrial Design Student
“Last week, I had to report another
project. I did that with more energy
and a faster pace than before. It was
great. I used pictures and colors
instead of bullet points and text. And
guess what, it just worked.”

85. Industrial Design Student
“I learned a lot about teamwork. The
value of teamwork. The process of
creation gets easier if you work in a
team. It opens opportunities to
discuss your work and to get various
angles of the same issue. It is great to
use the talents of different people to
achieve the goal.”

86. Industrial Design Student
“I learned about visual
communication. Also regarding
presentations and slide decks. You
can tell a lot with visuals. You get the
attention of the audience in this way.
You use presentation tools for the red
thread while you give the performance
yourself.”

87. Industrial Design Student
“The approach was great. We learn a
lot more as students when the lecturer
is enthusiastic. Your energy and way
of teaching taught me a lot. The way
of getting people interested was very
interesting. I got the feeling after the
first lecture I want to know everything
there is to know about business
models!”

88. Industrial Design Student
“You also believed in our abilities as
design students. It was a high level of
trust. You also expect us to come up
with ideas. We were free to choose
what we liked. It was very challenging
and rewarding. There was enough
direction in the assignment, but also
freedom and space to act and design.
You also approached us as designers,
not as business people.”

89. Industrial Design Student
“I got a new interpretation on my
presentation. The fact that we had to
present in front of a jury of real
business people and design people
was just great. That taught me a lot.
The set-up of the assignment is great.
It is really structured and we had a
clear roadmap for the journey from the
very first lecture.”

90. Industrial Design Student
“I learned to never excuse myself. I
will take on the perspective of getting
the 8,0 up to a 9,5 on the scale of
maximum 10. I will focus on excel my
own talent. I really enjoyed the overall
positive feeling we got when working
on this assignment. That was due to
the way we were instructed to give
feedback.”

91. Talking to an expert on Industrial
Design

92. “My background is Industrial Design. At
Alphachimp Studios, we use design and
design thinking to solve big business
problems. We facilitate the thinking within
companies. We as designers help
companies to understand complex
situations and decide what to do next. We
organize and communicate their thinking.
As an Industrial Designer, you can easily
stage the thinking for businesses and
organizations.”
Peter Durand, Alphachimp Studio Inc., US

93. For more information, please get in touch
Camilla van den Boom MSc
Designing Tangible Business
Models
Eindhoven University of Technology
Teacher DG512 Assignment Business Model Design
Department of Industrial Design
DG512 Assignment Business Model Design
About.me
camillavandenboom
Philips
LinkedIn Ambient Light Experience Hospital 2010-2011
camillavandenboom
Twitter
@camillavandenbo
Email
c.b.v.d.boom@tue.nl
An
Tel experiment at the intersection of Education, Research and Business
+31624158694
Eindhoven University of Technology
Department of Industrial Design
Competency Area Business Process Design
Camilla van den Boom MSc