ServDes 2016

1. A Value-Based Approach to Co-Designing
Symbiotic solution

3. Challenge : complexity of the value network
few methods and tools
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4. Design tools dealing with
stakeholder relation within
a system
Engaging stakeholders’ acti
ve participation in design pr
ocess
Figure 1 Positioning VCM
Indication of the basic pr
ocess for value exchang
e
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5. How can we engage stakeholders in co-designing mutually beneficial solutions through value e
xchange process?
RESEARCH QUESTION
5/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016

6. 6/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016

7. CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS
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8. CONCEPT DEVELOPMENTNEED & RESOURCE MATCHING
TOOLS
/METHODS
STAGE NEED & RESOURCE ANALYSIS
During workshopBefore workshop
8/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016

9. CONCEPT DEVELOPMENTNEED & RESOURCE MATCHING
TOOLS
/METHODS
STAGE NEED & RESOURCE ANALYSIS
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Resource toolkit
System map
Before workshop
Interview
Survey
Literature review
9/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016

10. CONCEPT DEVELOPMENT
TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Before workshop
Interview
Survey
Literature review
Stakeholder’s general needs
Brainstorming
Resource toolkit Resource toolkit
System map
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NEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

11. TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Before workshop
Interview
Survey
Figure 2. Potential stakeholder cards Figure 3. Local resource cards Figure 4. Supportive icon cards
Literature review
Brainstorming
Resource toolkit Resource toolkit
System map
11/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

12. TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Resource toolkit
System map
Before workshop
Interview
Survey
Literature review
12/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

13. Figure 5 Stakeholder dialogue
TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Before workshop
Literature review
Resource toolkit Resource toolkit
System map
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Interview
Survey
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

14. TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Before workshop
Literature review
Figure 6 Need matrix (Baek, 2014)
Resource toolkit Resource toolkit
System map
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Interview
Survey
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

15. Figure 7 Affinity diagram
TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
System map
Before workshop
Literature review
Figure 8. Clustered needs
Resource toolkit Resource toolkit
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Interview
Survey
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

16. TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Resource toolkit Resource toolkit
System map
Before workshop
Literature review
Figure 9 Need and resource matching using resource toolkit
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Interview
Survey
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

17. TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Resource toolkit Resource toolkit
System map
Before workshop
Literature review
17/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016
Interview
Survey
Figure 16. Idea selection through voting
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

18. Figure 10 System map
TOOLS
/METHODS
STAGE
During workshop
Need matrix
Stakeholder d
ialogue
Affinity diagram
Before workshop
Literature review
Resource toolkit Resource toolkit
System map
Figure 11 Idea development through system mapping
18/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016
Interview
Survey
CONCEPT DEVELOPMENTNEED & RESOURCE MATCHINGNEED & RESOURCE ANALYSIS

19. Figure 12 ‘Neighbouring producer community’ concept
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Producer
Producer

20. 21/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016
labour
profitprofit
Food packa
ge in bundle
VALUE EXCHANGE
Producer
Producer

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consumers’
feedback
Information on
production
VALUE EXCHANGE
Producer
Producer

22. 22/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016
Information sharing
product management
VALUE EXCHANGE
Producer
Producer

23. • Enabling participants to find the value exchange opportunities in intersection of needs
INSIGHTS ON ENGAGING PARTICIPANTS IN VALUE EXCHANGE PROCESS
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24. VALUE EXCHANGE
labour
profitprofit
Food packa
ge in bundle
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• Enabling participants to seek potential resource by providing sufficient and relevant resour
ce pool
INSIGHTS ON ENGAGING PARTICIPANTS IN VALUE EXCHANGE PROCESS

25. • Enabling participants’ ideation more concrete, flexible and realistic with supportive toolkits
32%
13%
10%
6%
“I could articulate the ambiguous idea into concrete one by watching the s
pecific resource images”
“I could find new resources which I didn’t know before”
“I could come up with new idea with I’ve never been thought”
“I could derive more specific and realistic idea by utilizing available
resources”
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INSIGHTS ON ENGAGING PARTICIPANTS IN VALUE EXCHANGE PROCESS

26. IMPLICATION OF VCM
26/27A VALUE-BASED APPROACH TO CO-DESIGNING SYMBIOTIC SOLUTIONSERVDES 2016
• practical strategies for co-designing symbiotic solution
• identifying opportunities for value exchange
• integrating various needs into systemic solution
• facilitating stakeholders’ engagement in co-design process

27. FURTHER STUDY
• Application of VCM to case studies in different contexts for validation
• Measuring and evaluating the equivalence of exchanged value
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