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Future Proof Design“Ideas to design Resilient, Enduring and Meaningful Businesses (&products)”
Simone Cicero meedabyte.com /@meedabyte
Barcelona Design Thinking Week 13
crisis
per – capita
needs
global
use/availability
“It is wholly a confusion of
ideas to suppose that the
economical use of resources
is equivalent to a
diminished consumption.
The very contrary is the
truth.”
William Stanley Jevons
We could have expected
A crisis is any event that is, or expected to
lead to, an unstable and dangerous situation
affecting an individual, group, community, or
whole society. Crises are deemed to be
negative changes in the security, economic,
political, societal, or environmental affairs,
especially when they occur abruptly, with
little or no warning. More loosely, it is a term
meaning 'a testing time' or an 'emergency
event'.
#occupygezipark
A clash of
visions
A clash of
powers
“In a time when technologies have drastically
reduced the efficient scale of production, capital,
instead of adapting itself to this reality, has fled
towards the opacity of securitization and large-
scale short selling. “
David De Ugarte, Las Indias
Disownership
From Albert Canigueral, http://www.consumocolaborativo.com/
A global
discourse
“Last year the impacts of climate change, cost
Unilever more than 200M€. Even if you can
ignore this, you cannot ignore the growth of
social media, which will be ruthless to businesses
that are judged to be making the world a worse
place, not a better one.
So many companies are waking up and realising
that they can be inside the tent, shaping
solutions, future-proofing their businesses,
strengthening their ties with their existing
consumers and reaching new ones.”
Paul Polman CEO Unilever
Can’t hide
“In fact, morality becomes their most
powerful product, forging a lasting
connection with constituents by
out-behaving their competition.”
Tim Leberecht CMO Frog Design
Once, you could even design stupid,
inefficient, absurd products and
succeed.
Now you can’t.
Designing products
for today
is that complicated
Apple launched the
appstore making the
phone a platform for
use case innovation
July 10, 2008
No more monolithic products
Modularity
Customizability
Hackability
pioneers
Make & Sell
tools
Facilitated
Contexts/Channels
DIY (and maybe sell)
Nahia: a customizable bikini!
Allow Peers to create
for other Peers
(that can make and sell)
Peer producers
A step further: the
right to access
not enough anymore
https://www.youtube.com/watch?v=E6rwQy75U8MFreekea
INNOVATION:
where to go?
Community
Centric
User
Centric
co-creation
no more just a fancy
word to use at work
“We take to heart what our community thinks
of us. It’s a challenge to listen to the
community and try to evolve with it. We
learned a long time ago that although we
cannot make everyone happy, we should listen
to as many people as possible.
Our job is to pick the best path to support that
community. I can give you many examples
where our gut told us one thing and the
community pulled us in another, better
direction.”
Nathan Seidle, Founder of Sparkfun
“the best path to
support that
community”
”The art of creating software and
building new things was starting to
get celebrated at these hackathons,”
Where there was a
hackathon, there was Twilio.
Jeff Lawson, CEO/Cofounder of Twilio
Letting the
community drive
Ok, but how?
identify
behaviors
transactions
relations
spot
new exchange markets
social capital creation
facilitate interaction
and value exchange
through channels
A platform
A platform grants freedoms to allow
the peers add value.
Peers perform exchanges and
transactions.
Channels are provided to facilitate.
Use Case innovation happens at
the peers level.
The creation of new and
improved channels is the mission
of the platform stakeholders.
Illustration by Simon Wardley - blog.gardeviance.org
ILC Cycle
“Let us suppose you were a provider of utility computing
infrastructure services and one of these new higher orders
systems (e.g. big data systems built with hadoop) started to
diffuse. … you could detect this diffusion in close to real time and
hence rapidly decide to commoditize any new activity … in this
case by introducing something like Amazon Elastic Map Reduce.
Naturally, you’d be accused of eating the ecosystem if you did
this repeatedly but at the same time your new component
services would help grow the ecosystem and create new higher
order services. ”
Simon Wardley, from http://blog.gardeviance.org/2013/01/ecosystems.html
The more a player has direct
access to the customer base, the
more it could decide what to
commoditize and iterate ILC
cycles, staying ahead with new
product offerings.
Innovating the platform
concerns:
Commoditization
vs
Commonification
Commons
Centric
Community
Centric
+
distributed capital
means less interest
in rents
inherently open
risks in
competitive
advantage
shared
innovation
openness is a
resilience strategy
“Sustainability is all about figuring out how to be in
business forever, avoiding the temptation to overreach, to
maximize near term profits at the expense of long term
health.
It is about adapting the business to changing market
dynamics. It is about building a team and a culture that can
survive and keep going.”
Fred Wilson, VC
companies are
communities
Communities
can be
products
Communities are
companies
“Inside the company, though, we all take on
the role that suits the work in front of us.
Everyone is a designer. Everyone can
question each other’s work. Anyone can
recruit someone onto his or her project.
Everyone has to function as a “strategist,”
which really means figuring out how to do
what’s right for our customers. We all
engage in analysis,
measurement, predictions, evaluations”
From Valve’s Handbook for new Employees
It’s not only about product
design, it’s also about
enterprise design
the enterprise
IS the product
see it as a
platform
1. Enable value creation
2. Facilitate value exchange
3. Extract fair value
4. Listen to communities
the Platform
Design Canvas
A fork of the business model canvas
This work is a fork of the Business Model
Generation Canvas by Alex Osterwalder
(http://www.businessmodelgeneration.com)
and is licensed under the Creative Commons
Attribution-Share Alike 3.0 Unported License ,
To view a copy of this license, visit
http://creativecommons.org/licenses/by-
sa/3.0/.
The Platform Design Canvas is in Live Editing
To be used:
• Design with ecosystems in mind
• Identify value creation contexts
• Identify peer segments and actors
• Identify opportunities (emerging transactions)
• Create new channels
•Identify community support services
• Identify exchange currencies
What peer segments
are present in the
ecosystem? They could
be producers,
consumers or
prosumers playing both
the roles
How's the value
created? In what
forms?
What are the recurring
transactions between
the peer segments
composing the
ecosystem?
Through which channels
do the peer segments
get in contact and
execute transactions?
How is the value
exchanged and in what
forms?
What are the key
stakeholders
contributing to the
platform operation and
mission?
What services are
available for the
community to support
value creation?
What are the key
components of the
platform? (resources,
formats, infrastructures)
Where is the value
extracted and in what
forms?
Examples
iOS
App store
Developers
Indie studios
Dev houses
App purchase
App review
App recommen.
App store
IDE
App checking
Promotions
Apple
AD network
Payment GW
New Use Cases
Cash flows for
devs
Brand visibility
Ad interaction
Users
Tech Firms
SMBs
WWDC
30% fee on transactionsApps purchase / Money Reviews / Cred
IDE access fee
Wordpress
Developers
Bloggers
Agencies
Wp.org
Wordpress SW
Wordcamp
Runnnig Wp.org
Wordpress
New Use Cases
Brand visibility
Starting a blog
Fees for servicesWP.com upgrades / Money Reviews / Cred
Tech Firms
Premium Theme
purchhase
wp.com
Purchases on
Third party shops
Upgrading a blog
Wp.com
Third Party
marketplaces
Personalized L&F
Third party
stores/ecosystem
Browser
providers
Developers
WP backends
LAMP Stack
WP.com Theme upgrades / Money Free Code
First test run of the
#Pdcanvas
@Barcelona Design
Thinking Week 2013:
Designing a platform
for the socialization
of traditional games
THANKS
get in touch!
@meedabyte
workshops & consulting

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