Présentation sur Le Design Thinking and the Business Model Canvas for the Mobile Economyréalisé dans le cadre de StartLab de Solvay Entrepreneurs. http://startlab.solvayentrepreneurs.be/
Serge Van OudenhoveExtrapreneur and Lecturer in Entrepreneurship at Serious Funding
3. “Design thinking can be described
as a discipline that uses
the designer’s sensibility and methods
to match people’s needs
with what is technologically feasible and
what a viable business strategy can convert
into customer value and market opportunity.”
Tim Brown (Ideo)
3
9. WHAT is the empathize mode ?
Empathy is the foundation of a human-centered design process
• Observe: View users and their behavior in the context of their lives
• Immerse: Experience what your user experience
• Engage: Interact with and interview customers
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12. And interact with users through interviews
HOW to prepare for an interview:
• Brainstorm questions
• Identify and order themes
• Refine questions: How the user FEELS
Read the Interview Preparation guide from the D.School
12 http://www.oercommons.org/media/upload/authoring/1686/documents/dSchool_interview.pd
16. “If I had an hour to solve a problem solution. I would
spend the first fifty minutes determining how to…
Frame the problem
...for once I know the proper question to ask
I can solve the problem in less than 5 minutes”
Albert Einstein
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17. WHAT is the define mode ?
Synthesize your empathy findings into needs and insights
• Focus rather than flaring
• Develop a deep understanding of your users
• Come up with an actionable problem statement
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18. Some useful empathy tools
Empathy Map
Value Proposition Canvas
The Customer Journey Map
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19. The Empathy Map
Relying on your interview notes, write what the customers
Read the Empathy Map article
http://fr.slideshare.net/Solvay_Entrepreneurs/fiche-toolkit-empathymap?utm_source=ss&utm_medium=upload&utm_campaign=quick-view
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20. The Value Proposition Canvas
Relying on your interview notes, define what are the customer’s
• Jobs to be done
• Pains
• Gains
Read the following article
http://www.innovationexcellence.com/blog/2012/10/07/the-value-proposition-canvas/
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21. The Customer Journey Map
Describes the journey of a customer and emphases on
• The goal of your customers
• The customer experience flow
• The touch points that characterize the service experience
• The interaction and the relationship
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27. WHAT is the ideation mode ?
Focus on idea generation
• Going Wide in term of concepts and outcomes
• Flaring rather than Focus
• Explore a wide solution space
• Quantity and Diversity of ideas
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32. WHAT is the prototype mode ?
Getting ideas out of our head in a physical world
• Several physical forms
• Linked to the progress of your exploration
• Explore possibilities with rapid iterative prototyping
• Fast learning approach
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36. Prototypes are most successful
when people interact with them…
…What you learn from those interactions
can help drive deeper empathy,
as well as shape successful solutions.
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37. Prototyping a mobile app
Design
Mobile user experience
37
Build
Mobile technology
40. “Failure is simply the opportunity to begin again,
this time more intelligently.“
Henry Ford
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41. WHAT is the Test mode ?
Testing is the chance to refine your solution
• Real context in use
• Hypothesis validation
• Get feedback from our users
• Use Metrics
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52. The 4 mains questions are…
• Who is the customers ?
• What is the bundle of product and services ?
• How to create and deliver the value ?
• How much cash-flows are generated ?
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57. 9 Building Blocks
Key
Activities
Value Proposition
Customer
Relationships
Key
Partnership
Customer
Segments
Key
Resources
Channels
Cost
Structure
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Revenue
Streams
57
Business Modeling
58. Building Blocks
1. Customer Segments
• Mass Market
• Niche Market
• Segmented
• Diversified
• Multi-sided Platforms
Who are your most important clients ?
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Who ?
59. Building Blocks
2. Value Proposition
• Newess
• Performance
• Getting the job done
• Design
What ?
• Usabililty
• …
What is your solution to the problem ?
18/10/2013
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59
Business Modeling
61. The product-market fit
Le Value Proposition Canvas
Alexander Osterwalder (2012)
What ?
Who ?
Empathize
Define the problem to solve
Ideate the solution that fit the problem
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61
Business Modeling
63. Some value proposition examples
Capture and share the world’s moments.
Give people the power to share and make the world
more open and connected.
Makes it easy to remember things big and small from everyday
life using your phone, tablet, computer and the web.
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63
Business Modeling
64. “In the mobile context, you need to explain what you do
in 30 seconds or less because people move on to the
next shiny object...
…. There are so many apps and people are vying for
your attention on the go…
... You're not sitting in front of a computer; you're at a
bus stop or in a meeting."
Kevin Systrom
Instagram Founder
68. Building Blocks
3. Channels
• App Store and Android Store
• API
• Web-site and social network
• Blog, reviews, YouTube video
Who ?
• People and virality
• Sales Forces
How to attract customers ?
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Business Modeling
69. Building Blocks
4. Customer relationships
• Engagement plan
• Automation
• Community
• Network effect
Who ?
– Same-Side
– Cross-Side
How to keep customers ?
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Business Modeling
70. Building Blocks
5. Revenue streams
• Build the audience first
• Some revenues streams
Who ?
How to make money ?
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Business Modeling
71. Building Blocks
6. Key activities
The most important things that the company must do
• Design
• Development
• Grow users base throug Marketing
How ?
• Data Analysis
What are the key activities ?
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Business Modeling
73. Building Blocks
7. Key ressources
The most important assets of the company
• Human
• Financial
• Data and mobile app
• Technology Infrastructure
What are the key ressources ?
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73
Business Modeling
How ?
74. Building Blocks
8. Key partners
Networks of suppliers and partners
• Google Play and App Store
• Blog and ambassadors
• Business Angel and VC’s
How ?
• Innoviris
Who are your key partners ?
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Business Modeling
75. Building Blocks
9. Cost Structure
• Development
• Marketing
• Servers
What are the main costs ?
How Much ?
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75
75
Business Modeling
76. The Business Model Canvas
How ?
What ?
Who ?
How Much ?
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76
Business Modeling
77. App Store
Development
Google Play
Design
Investors
Automation
Take and share
great pictures
Social Network
Users
Grow user
base
Server and
Data (photo)
Hosted
Platorm
Great photos
APIs
Web Forum
App Store
Google play
Developer
Site and APIs
FREE
Marketing
Development
FREE
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