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10/02/2014
Workshop 1
Serge Van Oudenhove
WHAT IS
DESIGN
THINKING ?
2
“Design thinking can be described
as a discipline that uses
the designer’s sensibility and methods
to match people’s needs...
4
Design thinking is a problem solving method
Five Iterative Steps Process

Ideate

Empathize
Define

Prototype

Test

6
1. EMPATHIZE
Ideate

Empathize
Define

Prototype

Test

7
8
WHAT is the empathize mode ?
Empathy is the foundation of a human-centered design process
• Observe: View users and their ...
Observe and look through customers’ eyes…

10
Live like the customers…

11
And interact with users through interviews
HOW to prepare for an interview:
• Brainstorm questions
• Identify and order th...
GO OUT TO TALK TO
YOUR CUSTOMERS !
13
2. DEFINE
Ideate

Empathize
Define

Prototype

Test

14
WHAT IS
THE PROBLEM
YOU WANT TO
SOLVE ?
15
“If I had an hour to solve a problem solution. I would
spend the first fifty minutes determining how to…

Frame the problem
...
WHAT is the define mode ?
Synthesize your empathy findings into needs and insights
• Focus rather than flaring
• Develop a...
Some useful empathy tools
Empathy Map

Value Proposition Canvas

The Customer Journey Map

18
The Empathy Map
Relying on your interview notes, write what the customers

Read the Empathy Map article
http://fr.slidesha...
The Value Proposition Canvas
Relying on your interview notes, define what are the customer’s
• Jobs to be done
• Pains
• G...
The Customer Journey Map
Describes the journey of a customer and emphases on
• The goal of your customers
• The customer e...
The Customer Journey Map

22
23
3. IDEATE
24
3. IDEATE
Ideate

Empathize
Define

Prototype

Test

25
WHAT IF ?
26
WHAT is the ideation mode ?
Focus on idea generation
• Going Wide in term of concepts and outcomes
• Flaring rather than F...
28
Ideation is a team exercise

29
Some useful ideation tools
Mind-Mapping

Brainstorming

Visual-Thinking

30
4. Prototype
Ideate

Empathize
Define

Prototype

Test

31
WHAT is the prototype mode ?
Getting ideas out of our head in a physical world
• Several physical forms
• Linked to the pr...
A prototype can be anything…

33
Linked to the progress of your project…

http://www.wired.com/design/2013/09/appseed-transforms-your-sketches-into-app-pro...
In order to learn fast from your users

35
Prototypes are most successful
when people interact with them…
…What you learn from those interactions
can help drive deep...
Prototyping a mobile app
Design

Mobile user experience

37

Build

Mobile technology
BUILD THE
EXPERIENCE,
NOT
THE TECHNOLOGY !
38
5. TEST
Ideate

Empathize
Define

Prototype

Test

39
“Failure is simply the opportunity to begin again,
this time more intelligently.“
Henry Ford

40
WHAT is the Test mode ?
Testing is the chance to refine your solution
• Real context in use
• Hypothesis validation
• Get ...
Test it in the real context
Get Feedback

43
Metrics that matters
• Number of users
• Conversion
• Engagement
• Virality

• App-Ranking
44
User-Centered Design Process
EMPATHIZE

TEST

IDEATE

PROTOTYPE

45

DEFINE
46
BUSINESS MODEL
DESIGN
47
48
“A business model described the rationale of how an
organisation creates, delivers, and captures value”
Alex Osterwalder

...
questions
50
A Business Model
Who?
What ?
How ?

How Much ?
Markides (1999)

51
The 4 mains questions are…
• Who is the customers ?
• What is the bundle of product and services ?
• How to create and del...
4 Questions

How ?

-

53

What ?

How Much?

Who ?

+
9 Building Blocks

How ?

What ?

- Key Activities

- Product
- Service

- Key Ressources
- Partnership

- Customers segme...
The Business Model Canvas
• 9 Building Blocks
• Concept and relations between building blocks

Alexander Osterwalder & Yve...
Building
Blocks
56
9 Building Blocks
Key
Activities

Value Proposition

Customer
Relationships

Key
Partnership
Customer
Segments

Key
Resour...
Building Blocks

1. Customer Segments
• Mass Market
• Niche Market

• Segmented
• Diversified

• Multi-sided Platforms

Wh...
Building Blocks

2. Value Proposition
• Newess
• Performance

• Getting the job done
• Design
What ?

• Usabililty
• …

Wh...
WHAT IS
THE PROBLEM
YOU WANT TO
SOLVE ?
60
The product-market fit
Le Value Proposition Canvas

Alexander Osterwalder (2012)

What ?

Who ?

 Empathize
 Define the ...
The value proposition designer

What ?

18/10/2013
62

Who ?

62
Business Modeling
Some value proposition examples
Capture and share the world’s moments.

Give people the power to share and make the world
...
“In the mobile context, you need to explain what you do
in 30 seconds or less because people move on to the
next shiny obj...
Value proposition workshop

18/10/2013
65

Business Modeling
Value proposition workshop

18/10/2013
66

Business Modeling
GET OUT
OF THE
BUILDING !
Building Blocks

3. Channels
• App Store and Android Store
• API

• Web-site and social network
• Blog, reviews, YouTube v...
Building Blocks

4. Customer relationships
• Engagement plan
• Automation

• Community
• Network effect
Who ?

– Same-Side...
Building Blocks

5. Revenue streams
• Build the audience first
• Some revenues streams

Who ?

How to make money ?
18/10/2...
Building Blocks

6. Key activities
The most important things that the company must do
• Design

• Development
• Grow users...
Building Blocks

6. Key activities

18/10/2013
72

Business Modeling
Building Blocks

7. Key ressources
The most important assets of the company
• Human

• Financial
• Data and mobile app

• ...
Building Blocks

8. Key partners
Networks of suppliers and partners
• Google Play and App Store

• Blog and ambassadors
• ...
Building Blocks

9. Cost Structure
• Development
• Marketing

• Servers

What are the main costs ?
How Much ?
18/10/2013
7...
The Business Model Canvas
How ?

What ?

Who ?

How Much ?
18/10/2013
76

76
Business Modeling
App Store

Development

Google Play

Design

Investors

Automation
Take and share
great pictures

Social Network
Users

Gr...
WHAT IS YOUR
BUSINESS MODEL ?
78
18/10/2013
79

79
Business model workshop

18/10/2013
80
At this stage, it is only a set of hypothesis…

?
?
Hypothesis

18/10/2013
81

?
?

?

Hypothesis

?

?

?

Hypothesis

?
TEST IT !
82
Go out and validate your hypothesis

83
THANKS FOR
YOUR ATTENTION
84
Design Thinking and the Business Model Canvas for the Mobile Economy
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Design Thinking and the Business Model Canvas for the Mobile Economy

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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/

Published in: Affaires, Technologies

Transcript of "Design Thinking and the Business Model Canvas for the Mobile Economy"

  1. 1. 10/02/2014 Workshop 1 Serge Van Oudenhove
  2. 2. WHAT IS DESIGN THINKING ? 2
  3. 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
  4. 4. 4
  5. 5. Design thinking is a problem solving method Five Iterative Steps Process Ideate Empathize Define Prototype Test 6
  6. 6. 1. EMPATHIZE Ideate Empathize Define Prototype Test 7
  7. 7. 8
  8. 8. 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 9
  9. 9. Observe and look through customers’ eyes… 10
  10. 10. Live like the customers… 11
  11. 11. 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
  12. 12. GO OUT TO TALK TO YOUR CUSTOMERS ! 13
  13. 13. 2. DEFINE Ideate Empathize Define Prototype Test 14
  14. 14. WHAT IS THE PROBLEM YOU WANT TO SOLVE ? 15
  15. 15. “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 16
  16. 16. 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 17
  17. 17. Some useful empathy tools Empathy Map Value Proposition Canvas The Customer Journey Map 18
  18. 18. 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 19
  19. 19. 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/ 20
  20. 20. 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 21
  21. 21. The Customer Journey Map 22
  22. 22. 23
  23. 23. 3. IDEATE 24
  24. 24. 3. IDEATE Ideate Empathize Define Prototype Test 25
  25. 25. WHAT IF ? 26
  26. 26. 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 27
  27. 27. 28
  28. 28. Ideation is a team exercise 29
  29. 29. Some useful ideation tools Mind-Mapping Brainstorming Visual-Thinking 30
  30. 30. 4. Prototype Ideate Empathize Define Prototype Test 31
  31. 31. 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 32
  32. 32. A prototype can be anything… 33
  33. 33. Linked to the progress of your project… http://www.wired.com/design/2013/09/appseed-transforms-your-sketches-into-app-prototypes/ 34
  34. 34. In order to learn fast from your users 35
  35. 35. 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. 36
  36. 36. Prototyping a mobile app Design Mobile user experience 37 Build Mobile technology
  37. 37. BUILD THE EXPERIENCE, NOT THE TECHNOLOGY ! 38
  38. 38. 5. TEST Ideate Empathize Define Prototype Test 39
  39. 39. “Failure is simply the opportunity to begin again, this time more intelligently.“ Henry Ford 40
  40. 40. 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 41
  41. 41. Test it in the real context
  42. 42. Get Feedback 43
  43. 43. Metrics that matters • Number of users • Conversion • Engagement • Virality • App-Ranking 44
  44. 44. User-Centered Design Process EMPATHIZE TEST IDEATE PROTOTYPE 45 DEFINE
  45. 45. 46
  46. 46. BUSINESS MODEL DESIGN 47
  47. 47. 48
  48. 48. “A business model described the rationale of how an organisation creates, delivers, and captures value” Alex Osterwalder 49
  49. 49. questions 50
  50. 50. A Business Model Who? What ? How ? How Much ? Markides (1999) 51
  51. 51. 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 ? 52
  52. 52. 4 Questions How ? - 53 What ? How Much? Who ? +
  53. 53. 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
  54. 54. The Business Model Canvas • 9 Building Blocks • Concept and relations between building blocks Alexander Osterwalder & Yves Pigneur (2009) 55
  55. 55. Building Blocks 56
  56. 56. 9 Building Blocks Key Activities Value Proposition Customer Relationships Key Partnership Customer Segments Key Resources Channels Cost Structure 57 Revenue Streams 57 Business Modeling
  57. 57. Building Blocks 1. Customer Segments • Mass Market • Niche Market • Segmented • Diversified • Multi-sided Platforms Who are your most important clients ? 58 Who ?
  58. 58. Building Blocks 2. Value Proposition • Newess • Performance • Getting the job done • Design What ? • Usabililty • … What is your solution to the problem ? 18/10/2013 59 59 Business Modeling
  59. 59. WHAT IS THE PROBLEM YOU WANT TO SOLVE ? 60
  60. 60. 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 18/10/2013 61 61 Business Modeling
  61. 61. The value proposition designer What ? 18/10/2013 62 Who ? 62 Business Modeling
  62. 62. 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. 18/10/2013 63 63 Business Modeling
  63. 63. “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
  64. 64. Value proposition workshop 18/10/2013 65 Business Modeling
  65. 65. Value proposition workshop 18/10/2013 66 Business Modeling
  66. 66. GET OUT OF THE BUILDING !
  67. 67. 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
  68. 68. Building Blocks 4. Customer relationships • Engagement plan • Automation • Community • Network effect Who ? – Same-Side – Cross-Side How to keep customers ? 18/10/2013 69 Business Modeling
  69. 69. Building Blocks 5. Revenue streams • Build the audience first • Some revenues streams Who ? How to make money ? 18/10/2013 70 Business Modeling
  70. 70. 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 ? 18/10/2013 71 Business Modeling
  71. 71. Building Blocks 6. Key activities 18/10/2013 72 Business Modeling
  72. 72. 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 ? 18/10/2013 73 Business Modeling How ?
  73. 73. 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 ? 18/10/2013 74 Business Modeling
  74. 74. Building Blocks 9. Cost Structure • Development • Marketing • Servers What are the main costs ? How Much ? 18/10/2013 75 75 Business Modeling
  75. 75. The Business Model Canvas How ? What ? Who ? How Much ? 18/10/2013 76 76 Business Modeling
  76. 76. 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 77
  77. 77. WHAT IS YOUR BUSINESS MODEL ? 78
  78. 78. 18/10/2013 79 79
  79. 79. Business model workshop 18/10/2013 80
  80. 80. At this stage, it is only a set of hypothesis… ? ? Hypothesis 18/10/2013 81 ? ? ? Hypothesis ? ? ? Hypothesis ?
  81. 81. TEST IT ! 82
  82. 82. Go out and validate your hypothesis 83
  83. 83. THANKS FOR YOUR ATTENTION 84
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