Any holistic user experience (especially when designing for "transformation") should/must create shared value. That means: Solutions for users do not only have to be aligned and negotiated with the economic realities of the service provider, but also with its attached partner ecosystem and society in general. The clever and resilient configuration of "value flows" in business ecosystems will therefore more and more become a prerequisite for the development of truly "new" and complex value propositions (e.g. service design for health care, environmental matters, etc.)… A workshop presentation for the World Usability Day 2012 - Berlin.

1. Disclosing Shared
201
WO
Value in Business
RL
DU
SA
BIL
2
ITY
Ecosystems
DA
Y
BE
RL
IN
Alte Kalkscheune Berlin, October 10th 2012

2. Corporate Confusion
Innovation! We need
more innovation!
The key is: We have to
create more value for our
customers!
… and our
solutions have to
become more easy
to use.
Yes!
Our brand definitely
needs an emotional We need a clear
supercharge! positioning! Our value
proposition has to be refined.
I personally have the vision of
becoming the Apple of ...!
2

3. Agenda
01 What is User Value?
02 And a Value Proposition?
03 Value Creation: How to create/deliver new value?
04 Team Work! 45 min
3

4. Biosphere
Individual
Society Economy
Adapted from Daly and Farley (2004) 4

5. Biosphere
Society
Economy
Individual
Adapted from Daly and Farley (2004) 4

6. Biosphere
Ecology Economy
Society
Economy
Individual
Psychology Sociology
Adapted from Daly and Farley (2004) 4

8. Levels of
Value

9. Levels of
Value
ty
ie
c
So
m
ste
y
os
tion
Ec
sa
ni
ga
Or
er
Us

10. Levels of
Value
ty
ie
c
So
m
ste
y
os
tion
Ec
sa
ni
ga
Or
er
Us

11. Levels of
Value
ty
ie
c
So
m
ste
y
os
tion
Ec
sa
ni
ga
Or
er
Us

12. Levels of
Value
ty
ie
c
So
m
ste
y
os
tion
Ec
sa
ni
ga
Or
er
Us

13. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us

14. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Perspectives
on Value

15. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Economy Ecology
Perspectives
on Value Psychology Sociology

16. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Economy Ecology
Perspectives
on Value Psychology Sociology

17. Acquisition Value, Aesthetic Value, Basic Value,
Conditional Value, Delivered Value, Efficiency Value,
Desired Value, Emotional Value, Dual-stimulus Value
Epistemic Value, Exchange Value, Esteem Value, Exc
Value, Ethical Value, Expected Value, Excellence Valu
General Value, Functional Value, Postpurchase &
Performance Value, Image Value, Private Meaning Va
Logical Value, Public Meaning Value, Material Value,
Received Value, Play Value, Sign Value, Redemption
Possession Value, Relative Value, Practical Value, Sin
stimulus Value, Social Value, Transaction Value, Spiri
User Value?
Value, Unanticipated Value, Status Value, Use Value,
Value, Experience Value, Means-end Value, Exchang
Value, Labor Value, Extrinsic Value, Intrinsic Value,
Satisfaction Value, Perceived Value, Value in Context

18. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Economy Ecology
Perspectives
on Value Psychology Sociology

19. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Value for
Money
Economy Ecology
Perspectives
on Value Psychology Sociology

20. Classic Value Theory in Economics
10

21. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Value for
Money
Economy Ecology
Perspectives
on Value Psychology Sociology

22. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Value for
Money
Happieness
Economy Ecology
Perspectives
on Value Psychology Sociology

23. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Value for
Money
Happieness
Economy Ecology
Perspectives
on Value Psychology Sociology

24. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Value for
Money
Happieness
Belonging
Economy Ecology
Perspectives
on Value Psychology Sociology

25. Sign Value
13

26. Sign Value
13

27. Play Value: Children’s Hospital of Pittsburgh
Image Credit: © 2011 General Electric Company (http://www.gehealthcare.com/promo/advseries/adventure_series.html) 14

28. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Value for
Money
Happieness
Belonging
Economy Ecology
Perspectives
on Value Psychology Sociology

29. Levels of
Value
ty
ie
c
So
em
st
y
os
tion
Ec
sa
ni
ga
Or
er
Us
Value for Eco-
Money Footprint
Happieness
Belonging
Economy Ecology
Perspectives
on Value Psychology Sociology

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