design thinking and the business model canvas for the mobile economy
TRANSCRIPT
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
with what is technologically feasible and
what a viable business strategy can convert
into customer value and market opportunity.”
Tim Brown (Ideo)
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4
Design thinking is a problem solving method
Five Iterative Steps Process
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Empathize
Define
Ideate
Prototype
Test
1. EMPATHIZE
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Empathize
Define
Ideate
Prototype
Test
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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
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Observe and look through customers’ eyes…
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Live like the customers…
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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
http://www.oercommons.org/media/upload/authoring/1686/documents/dSchool_interview.pd
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GO OUT TO TALK TO
YOUR CUSTOMERS !
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2. DEFINE
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Empathize
Define
Ideate
Prototype
Test
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
...for once I know the proper question to ask
I can solve the problem in less than 5 minutes”
Albert Einstein
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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
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Some useful empathy tools
Empathy Map Value Proposition Canvas
The Customer Journey Map
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The Empathy Map
Relying on your interview notes, write what the customers
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http://fr.slideshare.net/Solvay_Entrepreneurs/fiche-toolkit-empathy-map?utm_source=ss&utm_medium=upload&utm_campaign=quick-view
Read the Empathy Map article
Relying on your interview notes, define what are the customer’s
• Jobs to be done
• Pains
• Gains
The Value Proposition Canvas
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http://www.innovationexcellence.com/blog/2012/10/07/the-value-proposition-canvas/
Read the following article
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
The Customer Journey Map
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The Customer Journey Map
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3. IDEATE
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3. IDEATE
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Empathize
Define
Ideate
Prototype
Test
WHAT IF ?
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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
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Ideation is a team exercise
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Some useful ideation tools
Brainstorming Mind-Mapping
Visual-Thinking
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4. Prototype
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Empathize
Define
Ideate
Prototype
Test
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
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A prototype can be anything…
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Linked to the progress of your project…
http://www.wired.com/design/2013/09/appseed-transforms-your-sketches-into-app-prototypes/
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In order to learn fast from your users
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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.
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Design Build
Prototyping a mobile app
Mobile user experience Mobile technology
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BUILD THE
EXPERIENCE,
NOT
THE TECHNOLOGY ! 38
5. TEST
39
Empathize
Define
Ideate
Prototype
Test
“Failure is simply the opportunity to begin again,
this time more intelligently.“
Henry Ford
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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
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Test it in the real context
Get Feedback
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Metrics that matters
• Number of users
• Conversion
• Engagement
• Virality
• App-Ranking
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User-Centered Design Process
DEFINE
IDEATE
PROTOTYPE
TEST
EMPATHIZE
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BUSINESS MODEL
DESIGN
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“A business model described the rationale of how an
organisation creates, delivers, and captures value”
Alex Osterwalder
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questions
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A Business Model
Who?
What ?
How ?
How Much ?
Markides (1999)
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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 ?
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+ -
Who ? What ? How ?
4 Questions
How Much?
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How Much? + -
Who ? What ? How ?
9 Building Blocks
+ €
- €
- Customers segments
- Channels
- Customer relation
- Product
- Service
- Key Activities
- Key Ressources
- Partnership
Financial Aspect Cost structure Revenue Streams
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The Business Model Canvas
• 9 Building Blocks
• Concept and relations between building blocks
Alexander Osterwalder & Yves Pigneur (2009)
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Building
Blocks
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Customer Segments
Key Partnership
Cost Structure
Channels
Customer Relationships
Key Activities
Key Resources
Value Proposition
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Revenue Streams
Business Modeling
9 Building Blocks
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1. Customer Segments
• Mass Market
• Niche Market
• Segmented
• Diversified
• Multi-sided Platforms
Building Blocks
Who ?
Who are your most important clients ?
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2. Value Proposition
18/10/2013 59
What ?
Building Blocks
Business Modeling
• Newess
• Performance
• Getting the job done
• Design
• Usabililty
• …
What is your solution to the problem ?
59
WHAT IS
THE PROBLEM
YOU WANT TO
SOLVE ? 60
The product-market fit
Le Value Proposition Canvas
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Empathize
Define the problem to solve
Ideate the solution that fit the problem
Alexander Osterwalder (2012)
Who ? What ?
Business Modeling 61
The value proposition designer
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Who ? What ?
Business Modeling 62
Some value proposition examples
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Business Modeling 63
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.
Capture and share the world’s moments.
“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
Value proposition workshop
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Business Modeling 65
Value proposition workshop
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Business Modeling 66
GET OUT
OF THE
BUILDING !
3. Channels
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Building Blocks
Business Modeling
• App Store and Android Store
• API
• Web-site and social network
• Blog, reviews, YouTube video
• People and virality
• Sales Forces
How to attract customers ?
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Who ?
4. Customer relationships
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Building Blocks
Business Modeling
• Engagement plan
• Automation
• Community
• Network effect
– Same-Side
– Cross-Side
How to keep customers ?
69
Who ?
5. Revenue streams
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Building Blocks
Business Modeling
• Build the audience first
• Some revenues streams
How to make money ?
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Who ?
6. Key activities
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Building Blocks
Business Modeling
What are the key activities ?
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The most important things that the company must do
• Design
• Development
• Grow users base throug Marketing
• Data Analysis
How ?
6. Key activities
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Building Blocks
Business Modeling 72
7. Key ressources
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Building Blocks
Business Modeling
What are the key ressources ?
73
The most important assets of the company
• Human
• Financial
• Data and mobile app
• Technology Infrastructure
How ?
8. Key partners
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Building Blocks
Business Modeling
Who are your key partners ?
74
Networks of suppliers and partners
• Google Play and App Store
• Blog and ambassadors
• Business Angel and VC’s
• Innoviris
How ?
9. Cost Structure
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Building Blocks
Business Modeling
What are the main costs ?
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• Development
• Marketing
• Servers
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How Much ?
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Who ? What ? How ?
How Much ?
The Business Model Canvas
Business Modeling 76
Social Network Users
App Store Google play
Development App Store
Design
Development
Site and APIs
Developer
Automation
FREE
Web Forum Grow user
base
Take and share great pictures
Marketing
Server and Data (photo)
Hosted Platorm
Great photos APIs
Google Play
Investors
FREE
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WHAT IS YOUR
BUSINESS MODEL ?
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Business model workshop
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Hypothesis
? ? ?
? ?
?
? ? Hypothesis
Hypothesis
?
At this stage, it is only a set of hypothesis…
TEST IT !
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Go out and validate your hypothesis
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THANKS FOR
YOUR ATTENTION
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