1.
Service Design for the Sharing Economy
TEDxESADE, 10 April 2014
Aldo de Jong, Co-Founder, Claro Partners

2.
Business
innova+on
and
Service
design
in
the
context
of
Disrup+ve
shi7s

3.
THE
END
OF
THE
WORLD
…
AS
YOU
KNOW
IT…

4.
FROM
OWNERSHIP..

5.
..TO
ACCESS

6.
FROM
BIG
CORPORATES..

7.
..TO
MICRO-­‐BUSINESS

8.
FROM
SERVICES
DELIVERED
BY
COMPANIES..

9.
..TO
SERVICES
DELIVERED
BY
NETWORKS

10.
-­‐
+
TIME
Acquisi+on
JOY
OF
OWNERSHIP
BURDEN
OF
OWNERSHIP
Post-­‐use
Use
The
burden
of
ownership
is
challenging
the
consump+on
economy

11.
The
sharing
economy
emerges
from
communi+es
of
exchange.
Trust
between
strangers
is
a
new
currency.
MY
STUFF
YOUR
STUFF
EXCHANGE

12.
Networked
business
models
are
disrup+ng
tradi+onal
ways
of
doing
business
Tradi+onal
Networked

13.
We
call
them
Par+cipatory
Service
Networks
(PSN)
Networked
business
models
Value
exchange
networks
Collabora4ve
consump4on
P2P
services
Bo<om-­‐up
value
exchange
Sharing
economy
User-­‐generated
content

14.
claropartners.com
>
login
u:
pdfa
pw:
ownership

15.
Has
a
boyfriend
25
yr
Travels
by
Drives
by
Graphic
designer
Loves
traveling
Lives
in
a
shared
flat
with
2
friends
Meet
Anna..
Works
by

16.
Married,
two
children
58
yr
Hos4ng
room
by
Cares
for
others
Just
recovered
..and
Linda
Cooks
for
others
Rents
out
car

17.
The
access
economy
drives
new
business
models
Car
use
u
tRental
fee
Car
u
tPayment

18.
Car
use
u
t
Rental
feeCONSUMER
Car
u
tPayment
The
sharing
economy
drives
networked
business
models

19.
The
sharing
economy
drives
networked
business
models
CAR
USER
CAR
OWNER
Car
use
u
t
Rental
feeCONSUMER
Car
u
tPayment

20.
Tradi+onal
service
models
Networked
business
models
Networked
business
models
calls
for
a
shi7
in
approach
to
service
design
1. Focus
on
the
individual
customer
2. Design
and
deliver
a
service
3. Own
a
unique
rela+onship
with
customer
1. Uncover
opportuni+es
in
a
network
2. Enable
exchanges
to
deliver
service
3. Iden+fy
your
role
in
the
ecosystem

21.
1.
Uncover
opportuni+es
in
a
network

22.
1.
Uncover
opportuni+es
in
a
network
Network
What
do
they
need?
What
do
they
have?
Individual
customer
What
do
they
need?

23.
What
are
the
values
exchanged?
1.
Uncover
opportuni+es
in
a
network

24.
How
are
people
connected
within
the
network?
1.
Uncover
opportuni+es
in
a
network

25.
What
is
their
mo+va+on
to
join?
1.
Uncover
opportuni+es
in
a
network

26.
2.
Enable
exchanges
to
deliver
service

27.
Single
user
experience
Design
the
service
journey
2.
Enable
exchanges
to
deliver
service
Networked
experience
Design
par+cipatory
services

28.
Who
is
exchanging
value?
What
value
is
exchanged?
How
is
the
value
exchanged?
Sketch
out
the
network
Short
descrip+on:
2.
Enable
exchanges
to
deliver
service
How is value exchanged?
Socialcar is a P2P
car rental service.
Private car owners
to rent out their
cars for money,
to drivers!
Car users, car
owners and
Socialcar!
Car, money,
members,
insurance!

29.
How do we design for a networked experience?
EXTEND
USE
JOIN
DISCOVER
USER
Car
use
u
t
Rental
fee
2.
Enable
exchanges
to
deliver
service

30.
EXTEND
USE
JOIN
DISCOVER
How do we design for a networked experience?
2.
Enable
exchanges
to
deliver
service

31.
Trust
in
the
value
exchanged
Trust
in
other
network
parEcipants
Trust
in
the
plaForm
How do we enable interactions and exchanges?
2.
Enable
exchanges
to
deliver
service

32.
CONTRIBUTION"
How to encourage contributions?
2.
Enable
exchanges
to
deliver
service

33.
3.
Iden+fy
your
role
in
the
ecosystem

34.
BRAND
1:1
rela+onship
with
customer
Facilitate
rela+onships
among
customers
BRAND
3.
Iden+fy
your
role
in
the
ecosystem

35.
3
OWNER
ROLES
Community
creator
Community
orchestrator
Host
What roles does the network need to function, and who can provide it?
3.
Iden+fy
your
role
in
the
ecosystem

36.
Crowd
gatherer
Network
enhancer
Builder
What roles does the network need to function, and who can provide it?
3.
Iden+fy
your
role
in
the
ecosystem
3
ENABLER
ROLES

37.
PSN
Emerge
Seed
Nurture
Weed
Adapt
How to start and grow the network?
3.
Iden+fy
your
role
in
the
ecosystem

38.
Tradi+onal
service
models
Networked
business
models
Networked
business
models
calls
for
a
shi7
in
approach
to
service
design
1. Focus
on
the
individual
customer
2. Design
and
deliver
a
service
3. Own
a
unique
rela+onship
with
customer
1. Uncover
opportuni+es
in
a
network
2. Enable
exchanges
to
deliver
service
3. Iden+fy
your
role
in
the
ecosystem

39.
WELCOME
TO
THE
END
OF
THE
WORLD
…
AS
YOU
KNOW
IT…

40.
Thanks
and
share
back!
@claropartners
#sharingeconomy
#servicedesign
#TEDxESADE
Aldo
de
Jong|
Co-­‐Founder
aldo@claropartners.com