Disclosing Shared Value in Business Ecosystems

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Any holistic user experience (especially when designing for "transformation") should/must create shared value. That means: Solutions for users do not only have to be aligned and negotiated with the economic realities of the service provider, but also with its attached partner ecosystem and society in general. The clever and resilient configuration of "value flows" in business ecosystems will therefore more and more become a prerequisite for the development of truly "new" and complex value propositions (e.g. service design for health care, environmental matters, etc.)… A workshop presentation for the World Usability Day 2012 - Berlin.

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Disclosing Shared Value in Business Ecosystems

  1. 1. Disclosing Shared 201 WOValue in Business RL DU SA BIL 2 ITYEcosystems DA Y BE RL INAlte Kalkscheune Berlin, October 10th 2012
  2. 2. Corporate Confusion Innovation! We need more innovation! The key is: We have to create more value for our customers! … and our solutions have to become more easy to use. Yes! Our brand definitely needs an emotional We need a clear supercharge! positioning! Our value proposition has to be refined. I personally have the vision of becoming the Apple of ...! 2
  3. 3. Agenda01 What is User Value?02 And a Value Proposition?03 Value Creation: How to create/deliver new value?04 Team Work! 45 min 3
  4. 4. Biosphere Individual Society EconomyAdapted from Daly and Farley (2004) 4
  5. 5. Biosphere Society Economy IndividualAdapted from Daly and Farley (2004) 4
  6. 6. Biosphere Ecology Economy Society Economy Individual Psychology SociologyAdapted from Daly and Farley (2004) 4
  7. 7. Levels ofValue
  8. 8. Levels ofValue ty ie c So m ste y os tion Ec sa ni ga Or er Us
  9. 9. Levels ofValue ty ie c So m ste y os tion Ec sa ni ga Or er Us
  10. 10. Levels ofValue ty ie c So m ste y os tion Ec sa ni ga Or er Us
  11. 11. Levels ofValue ty ie c So m ste y os tion Ec sa ni ga Or er Us
  12. 12. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us
  13. 13. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er UsPerspectiveson Value
  14. 14. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Economy EcologyPerspectiveson Value Psychology Sociology
  15. 15. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Economy EcologyPerspectiveson Value Psychology Sociology
  16. 16. Acquisition Value, Aesthetic Value, Basic Value,Conditional Value, Delivered Value, Efficiency Value,Desired Value, Emotional Value, Dual-stimulus ValueEpistemic Value, Exchange Value, Esteem Value, ExcValue, Ethical Value, Expected Value, Excellence ValuGeneral Value, Functional Value, Postpurchase &Performance Value, Image Value, Private Meaning VaLogical Value, Public Meaning Value, Material Value,Received Value, Play Value, Sign Value, RedemptionPossession Value, Relative Value, Practical Value, Sinstimulus Value, Social Value, Transaction Value, Spiri User Value?Value, Unanticipated Value, Status Value, Use Value,Value, Experience Value, Means-end Value, ExchangValue, Labor Value, Extrinsic Value, Intrinsic Value,Satisfaction Value, Perceived Value, Value in Context
  17. 17. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Economy EcologyPerspectiveson Value Psychology Sociology
  18. 18. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Economy EcologyPerspectiveson Value Psychology Sociology
  19. 19. Classic Value Theory in Economics 10
  20. 20. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Economy EcologyPerspectiveson Value Psychology Sociology
  21. 21. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Economy EcologyPerspectiveson Value Psychology Sociology
  22. 22. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Economy EcologyPerspectiveson Value Psychology Sociology
  23. 23. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Belonging Economy EcologyPerspectiveson Value Psychology Sociology
  24. 24. Sign Value 13
  25. 25. Sign Value 13
  26. 26. Play Value: Children’s Hospital of PittsburghImage Credit: © 2011 General Electric Company (http://www.gehealthcare.com/promo/advseries/adventure_series.html) 14
  27. 27. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Belonging Economy EcologyPerspectiveson Value Psychology Sociology
  28. 28. Levels ofValue ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Eco- Money Footprint Happieness Belonging Economy EcologyPerspectiveson Value Psychology Sociology
  29. 29. d V a lu es ear o nNe iv e R V ie w s ri fic e S ac »User Value«? Whati science is saying ... e nef ts an d AB A cc o rd i ng t o hi s mo a and del a lity m /or fo u r d qu nd a re exp p rim io n s an em a a ls o re ss a ry oper at y th e d ] su ed i in te a te g y , nl gen b je c n d iv rp re he cu s tr Ag a in o s te n c y cy ( id u a ex ch ta tio s of t tin g , te x t. cons i to m e r Wo t to lly o ange d a tio n m a rk e ss co n s and he cu s oda th e r co v a lu ns o y fo u n s fro m b u s in e c is e n es e fo r t ll 2 0 in flu lle c t e, w f va th e v er 9 0 te xt in th e ir c o n of va lu a le V C 03, ence iv e l h ere lu e in e d s is o f s u se d in th e fo rm s ,S p p .5 of b y (a ca m a ly ti d ry in g VC o th as e in g exa ur e an th ow i ns v a rie p r im a a rk et – 6 ). th e sag very fo rm H av li te ra t n d ou fi n itio r, fiv e d VC ,M ” su bj e s ta ty s of m ed a e r to fi a in d e ow e ve D e r iv e e c t’ lt) bdal v a lu fo r in o r d and ag o rs. H et V C , s va y th ls e fo em e nt d ere d, ar au th lo w s :N lu e ec Fac r th ag si ul l syst s con tf p a r tic a s fo e cu ks ous vaelled the em a to rs s to m s id e w r m a e wo bl in f l e r ( a cro ss th a ll la u e uen d V C ) rg e d . W o o re 1 2 ). c in g em(Sou VC (Figu e Con r tio n a c e : W l su Ra me o oda .4 3 0 ) p rs ’ V llil2o 2007, a lu -B on l 0 0 3 4 ) adieo In ie s ta , p .9 , p .1 á t z n & nP ) l2 003 - -F e rn ro c oo dal 120 c hez ess (W - (S á n s d v a lu e ri fic e rc e iv e sac m s on pe ll (2 003) fits a n d rc h s tr ea rW ooda Ben e R esea a fte e t VC w on N V ie on c tiv e i cs p ersp e e co n om ) til it a r ia n 20 in th , p .7 an u , p .1 al t &E ll 2 003 kes 56«n iv id u em en : Wo oda ly ta ) ar009 d »Figuralue ifor ae in e n d he n ag S our ce V C clle 2 12 an ( V n e e n c u tio n s . T te Ma fo rm s( e N et bul 03, p. e d o p e ri e s o l b x p o ra ri m a ry VC fi ce s: T h T u r n ll 2 0 a hi s can eernativ n tu itiv e Cor 2: Fi ve p sa cri eWood ch otueri.nT peting alt bjective »i observe. r he s is in ig u re 1 fits a nd ce ( ft sacf. l t e a Va fo r c o m o Th e F f be ne if c rni e in s a rd t .A .- la n c e o d sa c nperie ghted ag a du ct or e us a th e rh M Ba ts a nefir Ex nd wei e in me pro ss a r er e e p ti o n . B m e a re d a V atlhe sa ion u ng p ro c su m to p e s o f sse s anci con Cus rn a ti v o F ig u th e b al th e r n te foe ia l p reo1s of r ver ct alonValu s o ro d u e, g fa c t 1 : iv e g e n flu e n c in an h e i A Pr e li m e ct p n ce xch e re t in a r Pe rs p e xp e r ie e h w SUM y mo o n s« M AR del ue er u la ti o,f p.4) Val Y: W u sto m c a lc U se OOD v 0 0 9 a lu e f o c A LL S F O n b u ll 2 ge s of “S u v a lu e r th esum Image Credits: ... S ta nce b je c e URrI : T u NTE cust om e 17 e rs ’ e r ie t-b a s e d e (S o u rc RPR r (S o exp ,a ETA u rc e v a lu a te d c e In t r i ie nc nd T IO N S OF : Wo a ic ip ie n ns per a ls o

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