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Service Design for the Sharing Economy 	
	
	
TEDxESADE, 10 April 2014	
Aldo de Jong, Co-Founder, Claro Partners
Business	
  innova+on	
  and	
  Service	
  design	
  in	
  the	
  context	
  of	
  Disrup+ve	
  shi7s	
  
THE	
  END	
  OF	
  THE	
  WORLD	
  
…	
  AS	
  YOU	
  KNOW	
  IT…	
  
FROM	
  OWNERSHIP..	
  
..TO	
  ACCESS	
  
FROM	
  BIG	
  CORPORATES..	
  
..TO	
  MICRO-­‐BUSINESS	
  
FROM	
  SERVICES	
  
DELIVERED	
  BY	
  
COMPANIES..	
  
..TO	
  SERVICES	
  
DELIVERED	
  BY	
  
NETWORKS	
  
-­‐	
  
+	
  
TIME	
  
Acquisi+on	
  
JOY	
  	
  
OF	
  OWNERSHIP	
  
BURDEN	
  	
  
OF	
  OWNERSHIP	
  
	
  
Post-­‐use	
...
The	
  sharing	
  economy	
  emerges	
  from	
  communi+es	
  of	
  exchange.	
  
Trust	
  between	
  strangers	
  is	
  a...
Networked	
  business	
  models	
  are	
  disrup+ng	
  tradi+onal	
  ways	
  of	
  doing	
  business	
  
Tradi+onal	
   Ne...
We	
  call	
  them	
  Par+cipatory	
  Service	
  Networks	
  (PSN)	
  
Networked	
  business	
  models	
  
Value	
  exchan...
claropartners.com	
  >	
  login	
  
u:	
  pdfa	
  
pw:	
  ownership	
  
Has	
  a	
  
boyfriend	
  
25	
  yr	
  
Travels	
  by	
  
Drives	
  by	
  
Graphic	
  
designer	
  
Loves	
  
traveling	
 ...
Married,	
  
two	
  
children	
  
58	
  yr	
  
Hos4ng	
  	
  
room	
  by	
  
Cares	
  	
  
for	
  others	
  
	
  
	
  
Jus...
The	
  access	
  economy	
  drives	
  new	
  business	
  models	
  	
  
	
  
Car	
  use	
  u
	
  tRental	
  fee	
  
Car	...
Car	
  use	
  u	
  	
  
	
  t	
  Rental	
  feeCONSUMER	
  
Car	
  u
	
  tPayment	
  
The	
  sharing	
  economy	
  driv...
The	
  sharing	
  economy	
  drives	
  networked	
  business	
  models	
  	
  
	
  
CAR	
  USER	
  CAR	
  OWNER	
  
Car	
 ...
Tradi+onal	
  
service	
  models	
  
Networked	
  
business	
  models	
  
Networked	
  business	
  models	
  calls	
  for	...
1.	
  Uncover	
  opportuni+es	
  in	
  a	
  network	
  
1.	
  Uncover	
  opportuni+es	
  in	
  a	
  network	
  
Network	
  
What	
  do	
  they	
  need?	
  
What	
  do	
  they	
  ...
What	
  are	
  the	
  values	
  exchanged?	
  
1.	
  Uncover	
  opportuni+es	
  in	
  a	
  network	
  
How	
  are	
  people	
  connected	
  within	
  the	
  network?
1.	
  Uncover	
  opportuni+es	
  in	
  a	
  network	
  
What	
  is	
  their	
  mo+va+on	
  to	
  join?	
  
1.	
  Uncover	
  opportuni+es	
  in	
  a	
  network	
  
2.	
  Enable	
  exchanges	
  to	
  deliver	
  service	
  
Single	
  user	
  experience	
  
Design	
  the	
  service	
  
journey	
  
2.	
  Enable	
  exchanges	
  to	
  deliver	
  se...
Who	
  is	
  exchanging	
  value?	
  
What	
  value	
  is	
  exchanged?	
  
How	
  is	
  the	
  value	
  exchanged?	
  
Sk...
How do we design for a networked experience?
EXTEND	
  USE	
  JOIN	
  DISCOVER	
  USER	
  
Car	
  use	
  u	
  	
  
	
  t...
EXTEND	
  USE	
  JOIN	
  DISCOVER	
  
How do we design for a networked experience?
2.	
  Enable	
  exchanges	
  to	
  deli...
Trust	
  in	
  the	
  	
  
value	
  exchanged	
  
Trust	
  in	
  other	
  	
  
network	
  parEcipants	
  
Trust	
  in	
  t...
CONTRIBUTION"
How to encourage contributions?
2.	
  Enable	
  exchanges	
  to	
  deliver	
  service	
  
3.	
  Iden+fy	
  your	
  role	
  in	
  the	
  ecosystem	
  
BRAND	
  
1:1	
  rela+onship	
  with	
  
customer	
  
Facilitate	
  rela+onships	
  
among	
  customers	
  
BRAND	
  
3.	
...
3	
  OWNER	
  ROLES	
  
Community	
  creator	
  
	
  
Community	
  
orchestrator	
  
Host	
  
What roles does the network ...
Crowd	
  gatherer	
  
Network	
  enhancer	
  
Builder	
  
What roles does the network need to function, and who can provid...
PSN	
  
Emerge	
  
Seed	
  
Nurture	
  
Weed	
  
Adapt	
  
How to start and grow the network?
3.	
  Iden+fy	
  your	
  rol...
Tradi+onal	
  
service	
  models	
  
Networked	
  
business	
  models	
  
Networked	
  business	
  models	
  calls	
  for	...
WELCOME	
  TO	
  THE	
  END	
  OF	
  
THE	
  WORLD	
  
…	
  AS	
  YOU	
  KNOW	
  IT…	
  
Thanks	
  and	
  share	
  back!	
  
@claropartners	
  
#sharingeconomy	
  #servicedesign	
  
#TEDxESADE	
  
Aldo	
  de	
  ...
TEDxESADE talk Service Design for the Sharing Economy
TEDxESADE talk Service Design for the Sharing Economy
TEDxESADE talk Service Design for the Sharing Economy
TEDxESADE talk Service Design for the Sharing Economy
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TEDxESADE talk Service Design for the Sharing Economy

With increased connectivity, networks at both a global and local level are growing rapidly whilst new communities can develop and flourish through digital channels. These allow for resources to be shared, swapped, borrowed and traded; bearing a new economy that favours access over ownership.

This is a dramatically different user experience context that demands a transformation of our approach to service design. In this session we will share findings from our global research that explored the experiences and opportunities involved in moving from an ownership economy to one built on access and sharing. In this presentation we present guidelines for creating value exchange networks and share some tools we’ve developed for creating networked services and business models in the sharing economy.

See also video of the presentation being delivered: http://youtu.be/b22vSxLXMsY

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TEDxESADE talk Service Design for the Sharing Economy

  1. 1. Service Design for the Sharing Economy TEDxESADE, 10 April 2014 Aldo de Jong, Co-Founder, Claro Partners
  2. 2. Business  innova+on  and  Service  design  in  the  context  of  Disrup+ve  shi7s  
  3. 3. THE  END  OF  THE  WORLD   …  AS  YOU  KNOW  IT…  
  4. 4. FROM  OWNERSHIP..  
  5. 5. ..TO  ACCESS  
  6. 6. FROM  BIG  CORPORATES..  
  7. 7. ..TO  MICRO-­‐BUSINESS  
  8. 8. FROM  SERVICES   DELIVERED  BY   COMPANIES..  
  9. 9. ..TO  SERVICES   DELIVERED  BY   NETWORKS  
  10. 10. -­‐   +   TIME   Acquisi+on   JOY     OF  OWNERSHIP   BURDEN     OF  OWNERSHIP     Post-­‐use  Use   The  burden  of  ownership  is  challenging  the  consump+on  economy  
  11. 11. The  sharing  economy  emerges  from  communi+es  of  exchange.   Trust  between  strangers  is  a  new  currency.   MY  STUFF   YOUR  STUFF   EXCHANGE  
  12. 12. Networked  business  models  are  disrup+ng  tradi+onal  ways  of  doing  business   Tradi+onal   Networked  
  13. 13. We  call  them  Par+cipatory  Service  Networks  (PSN)   Networked  business  models   Value  exchange  networks   Collabora4ve  consump4on   P2P  services   Bo<om-­‐up  value  exchange   Sharing  economy   User-­‐generated  content  
  14. 14. claropartners.com  >  login   u:  pdfa   pw:  ownership  
  15. 15. Has  a   boyfriend   25  yr   Travels  by   Drives  by   Graphic   designer   Loves   traveling         Lives  in  a   shared     flat  with   2  friends   Meet  Anna..   Works  by          
  16. 16. Married,   two   children   58  yr   Hos4ng     room  by   Cares     for  others       Just   recovered       ..and  Linda   Cooks   for  others   Rents   out  car  
  17. 17. The  access  economy  drives  new  business  models       Car  use  u  tRental  fee   Car  u  tPayment  
  18. 18. Car  use  u      t  Rental  feeCONSUMER   Car  u  tPayment   The  sharing  economy  drives  networked  business  models      
  19. 19. The  sharing  economy  drives  networked  business  models       CAR  USER  CAR  OWNER   Car  use  u      t  Rental  feeCONSUMER   Car  u  tPayment  
  20. 20. Tradi+onal   service  models   Networked   business  models   Networked  business  models  calls  for  a  shi7  in  approach  to  service  design   1.  Focus  on  the  individual  customer   2.  Design  and  deliver  a  service   3.  Own  a  unique  rela+onship  with  customer   1.  Uncover  opportuni+es  in  a  network   2.  Enable  exchanges  to  deliver  service   3.  Iden+fy  your  role  in  the  ecosystem  
  21. 21. 1.  Uncover  opportuni+es  in  a  network  
  22. 22. 1.  Uncover  opportuni+es  in  a  network   Network   What  do  they  need?   What  do  they  have?   Individual  customer   What  do  they  need?  
  23. 23. What  are  the  values  exchanged?   1.  Uncover  opportuni+es  in  a  network  
  24. 24. How  are  people  connected  within  the  network? 1.  Uncover  opportuni+es  in  a  network  
  25. 25. What  is  their  mo+va+on  to  join?   1.  Uncover  opportuni+es  in  a  network  
  26. 26. 2.  Enable  exchanges  to  deliver  service  
  27. 27. Single  user  experience   Design  the  service   journey   2.  Enable  exchanges  to  deliver  service   Networked  experience   Design  par+cipatory   services  
  28. 28. Who  is  exchanging  value?   What  value  is  exchanged?   How  is  the  value  exchanged?   Sketch  out  the  network     Short  descrip+on:     2.  Enable  exchanges  to  deliver  service   How is value exchanged? Socialcar is a P2P car rental service. Private car owners to rent out their cars for money, to drivers! Car users, car owners and Socialcar! Car, money, members, insurance!
  29. 29. How do we design for a networked experience? EXTEND  USE  JOIN  DISCOVER  USER   Car  use  u      t  Rental  fee 2.  Enable  exchanges  to  deliver  service  
  30. 30. EXTEND  USE  JOIN  DISCOVER   How do we design for a networked experience? 2.  Enable  exchanges  to  deliver  service  
  31. 31. Trust  in  the     value  exchanged   Trust  in  other     network  parEcipants   Trust  in  the     plaForm   How do we enable interactions and exchanges? 2.  Enable  exchanges  to  deliver  service  
  32. 32. CONTRIBUTION" How to encourage contributions? 2.  Enable  exchanges  to  deliver  service  
  33. 33. 3.  Iden+fy  your  role  in  the  ecosystem  
  34. 34. BRAND   1:1  rela+onship  with   customer   Facilitate  rela+onships   among  customers   BRAND   3.  Iden+fy  your  role  in  the  ecosystem  
  35. 35. 3  OWNER  ROLES   Community  creator     Community   orchestrator   Host   What roles does the network need to function, and who can provide it? 3.  Iden+fy  your  role  in  the  ecosystem  
  36. 36. Crowd  gatherer   Network  enhancer   Builder   What roles does the network need to function, and who can provide it? 3.  Iden+fy  your  role  in  the  ecosystem   3  ENABLER  ROLES  
  37. 37. PSN   Emerge   Seed   Nurture   Weed   Adapt   How to start and grow the network? 3.  Iden+fy  your  role  in  the  ecosystem  
  38. 38. Tradi+onal   service  models   Networked   business  models   Networked  business  models  calls  for  a  shi7  in  approach  to  service  design   1.  Focus  on  the  individual  customer   2.  Design  and  deliver  a  service   3.  Own  a  unique  rela+onship  with  customer   1.  Uncover  opportuni+es  in  a  network   2.  Enable  exchanges  to  deliver  service   3.  Iden+fy  your  role  in  the  ecosystem  
  39. 39. WELCOME  TO  THE  END  OF   THE  WORLD   …  AS  YOU  KNOW  IT…  
  40. 40. Thanks  and  share  back!   @claropartners   #sharingeconomy  #servicedesign   #TEDxESADE   Aldo  de  Jong|  Co-­‐Founder   aldo@claropartners.com  

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