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Design Thinking and the Business Model Canvas for the Mobile Economy
The document discusses design thinking as a human-centered problem-solving method that involves five iterative steps: empathize, define, ideate, prototype, and test. It emphasizes the importance of understanding user needs through empathy and presents tools like empathy maps and customer journey maps for defining problems and generating ideas. Additionally, it introduces the business model canvas as a framework for outlining key components of a business model, including customer segments, value propositions, and revenue streams.
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Design Thinking and the Business Model Canvas for the Mobile Economy
- 1. 10/02/2014 Workshop 1 Serge VanOudenhove
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- 3. “Design thinking canbe 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
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- 6. Design thinking isa problem solving method Five Iterative Steps Process Ideate Empathize Define Prototype Test 6
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- 9. WHAT is theempathize 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 9
- 10. Observe and lookthrough customers’ eyes… 10
- 11. Live like thecustomers… 11
- 12. And interact withusers 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
- 13. GO OUT TOTALK TO YOUR CUSTOMERS ! 13
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- 15. WHAT IS THE PROBLEM YOUWANT TO SOLVE ? 15
- 16. “If I hadan 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 16
- 17. WHAT is thedefine 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 17
- 18. Some useful empathytools Empathy Map Value Proposition Canvas The Customer Journey Map 18
- 19. The Empathy Map Relyingon 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 19
- 20. The Value PropositionCanvas 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/ 20
- 21. The Customer JourneyMap 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 21
- 22. The Customer JourneyMap 22
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- 27. WHAT is theideation 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 27
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- 29. Ideation is ateam exercise 29
- 30. Some useful ideationtools Mind-Mapping Brainstorming Visual-Thinking 30
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- 32. WHAT is theprototype 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 32
- 33. A prototype canbe anything… 33
- 34. Linked to theprogress of your project… http://www.wired.com/design/2013/09/appseed-transforms-your-sketches-into-app-prototypes/ 34
- 35. In order tolearn fast from your users 35
- 36. Prototypes are mostsuccessful when people interact with them… …What you learn from those interactions can help drive deeper empathy, as well as shape successful solutions. 36
- 37. Prototyping a mobileapp Design Mobile user experience 37 Build Mobile technology
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- 40. “Failure is simplythe opportunity to begin again, this time more intelligently.“ Henry Ford 40
- 41. WHAT is theTest mode ? Testing is the chance to refine your solution • Real context in use • Hypothesis validation • Get feedback from our users • Use Metrics 41
- 42. Test it inthe real context
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- 44. Metrics that matters •Number of users • Conversion • Engagement • Virality • App-Ranking 44
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- 49. “A business modeldescribed the rationale of how an organisation creates, delivers, and captures value” Alex Osterwalder 49
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- 51. A Business Model Who? What? How ? How Much ? Markides (1999) 51
- 52. The 4 mainsquestions 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 ? 52
- 53. 4 Questions How ? - 53 What? How Much? Who ? +
- 54. 9 Building Blocks How? What ? - Key Activities - Product - Service - Key Ressources - Partnership - Customers segments - Channels - Customer relation -€ - Cost structure 54 Who ? How Much? Financial Aspect + +€ Revenue Streams
- 55. The Business ModelCanvas • 9 Building Blocks • Concept and relations between building blocks Alexander Osterwalder & Yves Pigneur (2009) 55
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- 57. 9 Building Blocks Key Activities ValueProposition Customer Relationships Key Partnership Customer Segments Key Resources Channels Cost Structure 57 Revenue Streams 57 Business Modeling
- 58. Building Blocks 1. CustomerSegments • Mass Market • Niche Market • Segmented • Diversified • Multi-sided Platforms Who are your most important clients ? 58 Who ?
- 59. Building Blocks 2. ValueProposition • Newess • Performance • Getting the job done • Design What ? • Usabililty • … What is your solution to the problem ? 18/10/2013 59 59 Business Modeling
- 60. WHAT IS THE PROBLEM YOUWANT TO SOLVE ? 60
- 61. The product-market fit LeValue Proposition Canvas Alexander Osterwalder (2012) What ? Who ? Empathize Define the problem to solve Ideate the solution that fit the problem 18/10/2013 61 61 Business Modeling
- 62. The value propositiondesigner What ? 18/10/2013 62 Who ? 62 Business Modeling
- 63. Some value propositionexamples 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. 18/10/2013 63 63 Business Modeling
- 64. “In the mobilecontext, 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
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- 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 ? 18/10/2013 68 Business Modeling
- 69. Building Blocks 4. Customerrelationships • Engagement plan • Automation • Community • Network effect Who ? – Same-Side – Cross-Side How to keep customers ? 18/10/2013 69 Business Modeling
- 70. Building Blocks 5. Revenuestreams • Build the audience first • Some revenues streams Who ? How to make money ? 18/10/2013 70 Business Modeling
- 71. Building Blocks 6. Keyactivities The most important things that the company must do • Design • Development • Grow users base throug Marketing How ? • Data Analysis What are the key activities ? 18/10/2013 71 Business Modeling
- 72. Building Blocks 6. Keyactivities 18/10/2013 72 Business Modeling
- 73. Building Blocks 7. Keyressources The most important assets of the company • Human • Financial • Data and mobile app • Technology Infrastructure What are the key ressources ? 18/10/2013 73 Business Modeling How ?
- 74. Building Blocks 8. Keypartners 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 ? 18/10/2013 74 Business Modeling
- 75. Building Blocks 9. CostStructure • Development • Marketing • Servers What are the main costs ? How Much ? 18/10/2013 75 75 Business Modeling
- 76. The Business ModelCanvas How ? What ? Who ? How Much ? 18/10/2013 76 76 Business Modeling
- 77. App Store Development Google Play Design Investors Automation Takeand 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 77
- 78. WHAT IS YOUR BUSINESSMODEL ? 78
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- 81. At this stage,it is only a set of hypothesis… ? ? Hypothesis 18/10/2013 81 ? ? ? Hypothesis ? ? ? Hypothesis ?
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- 83. Go out andvalidate your hypothesis 83
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