service design for networked business models - presentation at design conference 2014 in bilbao
DESCRIPTION
With increased connectivity, networks at both a global and local level are growing rapidly whilst new communities can develop and flourish through digital channels. These allow for resources to be shared, swapped, borrowed and traded; bearing a new economy that favours access over ownership. This is a dramatically different user experience context that demands a transformation of our approach to service design. In this session we will share findings from our global research that explored the experiences and opportunities involved in moving from an ownership economy to one built on access and sharing. In this presentation we present guidelines for creating value exchange networks and share some tools we’ve developed for creating networked services and business models in the sharing economy. See also video of a similar presentation delivered as TED talk: http://youtu.be/b22vSxLXMsYTRANSCRIPT
Service Design for networked business models!!!Design Konferentziak 2014, 13 June 2014, Bilbao!
Aldo de Jong, Co-Founder, Claro Partners!
Share&your&thoughts?&@claropartners,#SharingEconomy,#ServiceDesign,,#dkm14,
Claro,helps,corpora<ons,and,startups,to,navigate,disrup1ve&shi3s&in,society,and,business,,delivering,service&design,and,business&innova1on&
Jiri&Belgium,
Aldo&Netherlands,
Rich&USA,
Megan&UK,
Mandy&Lebanon,
Elisabeth&Netherlands,
Michael&USA,
Gunes&Turkey,
Abby&USA,
THE&END&OF&THE&WORLD!
…!AS!YOU!KNOW!IT…&
FROM&OWNERSHIP..&
..TO&ACCESS&
FROM&BIG!CORPORATES..!
..TO&MICRO6BUSINESS!
FROM&SERVICES!DELIVERED!BY!COMPANIES..!
..TO&SERVICES!DELIVERED!BY!NETWORKS!
G&
+&
TIME&Acquisi1on&
JOY&&OF&OWNERSHIP&
BURDEN&&OF&OWNERSHIP&
&
PostGuse&Use&
The&burden&of&ownership&is&challenging&the&consump1on&economy&
The&sharing&economy&emerges&from&communi1es&of&exchange.&Trust&between&strangers&is&a&new¤cy.&
MY&STUFF& YOUR&STUFF&
EXCHANGE&
Networked&business&models&are&disrup1ng&tradi1onal&ways&of&doing&business&
Tradi1onal& Networked&
We&call&them&Par1cipatory&Service&Networks&(PSN)&
Networked!business!models!Value&exchange&networks&
Collabora4ve&consump4on& P2P&services&Bo<om=up&value&exchange&
Sharing&economy&User6generated!content!
claropartners.com&>&login&u:,pdfa,pw:,ownership,
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&&&&&
Married,&two&
children&
58&yr&Hos4ng&&room&by&
Cares&&for&others&
&&
Just&recovered&
&&
..and&Linda&
Cooks&for&others&
Rents&out&car&
The&access&economy&drives&new&business&models&&&
Car,use,!
," Rental,fee,
Car,!
," Paym
ent,
Car,use,!,,
,",Rental,fee CONSUMER,
Car,!
," Paym
ent,
The&sharing&economy&drives&networked&business&models&&&
The&sharing&economy&drives&networked&business&models&&&
CAR,USER,CAR,OWNER,Car,use,!,,
,",Rental,fee CONSUMER,
Car,!
," Paym
ent,
Tradi1onal&service&models,
Networked&business&models,
Networked&business&models&calls&for&a&shi3&in&approach&to&service&design&
1. Focus&on&the&individual&customer&
2. Design&and&deliver&a&service&3. Own&a&unique&rela1onship&with&customer&
1. Uncover&opportuni1es&in&a&network&2. Enable&exchanges&to&deliver&service&3. Iden1fy&your&role&in&the&ecosystem&
1.&Uncover&opportuni1es&in&a&network&
1.&Uncover&opportuni1es&in&a&network&
Network&What!do!they!need?!What!do!they!have?!
Individual&customer&What!do!they!need?!
What&are&the&values&exchanged?&1.&Uncover&opportuni1es&in&a&network&
How&are&people&connected&within&the&network? 1.&Uncover&opportuni1es&in&a&network&
What&is&their&mo1va1on&to&join?&1.&Uncover&opportuni1es&in&a&network&
2.&Enable&exchanges&to&deliver&service&
Single!user!experience!
Design&the&service&journey&
2.&Enable&exchanges&to&deliver&service&
Networked!experience!
Design&par1cipatory&services&
Who,is,exchanging,value?,
What,value,is,exchanged?,
How,is,the,value,exchanged?,Sketch,out,the,network,,
Short,descrip1on:,,
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!
How do we design for a networked experience?
EXTEND&USE&JOIN&DISCOVER&USER,
Car,use,!,,
,",Rental,fee
2.&Enable&exchanges&to&deliver&service&
EXTEND&USE&JOIN&DISCOVER&
How do we design for a networked experience? 2.&Enable&exchanges&to&deliver&service&
Trust,in,the,,value,exchanged!
Trust,in,other,,network,par<cipants!
Trust,in,the,,plaQorm!
How do we enable interactions and exchanges? 2.&Enable&exchanges&to&deliver&service&
CONTRIBUTION"
How to encourage contributions? 2.&Enable&exchanges&to&deliver&service&
3.&Iden1fy&your&role&in&the&ecosystem&
BRAND&
1:1&rela1onship&with&customer&
Facilitate&rela1onships&among&customers&
BRAND,
3.&Iden1fy&your&role&in&the&ecosystem&
3&OWNER&ROLES&
Community&creator&&
Community&orchestrator&
Host&
What roles does the network need to function, and who can provide it? 3.&Iden1fy&your&role&in&the&ecosystem&
Crowd&gatherer&
Network&enhancer&
Builder&
What roles does the network need to function, and who can provide it? 3.&Iden1fy&your&role&in&the&ecosystem&
3&ENABLER&ROLES&
PSN&
Emerge&
Seed&
Nurture&
Weed&
Adapt&
How to start and grow the network? 3.&Iden1fy&your&role&in&the&ecosystem&
Tradi1onal&service&models,
Networked&business&models,
Networked&business&models&calls&for&a&shi3&in&approach&to&service&design&
1. Focus&on&the&individual&customer&
2. Design&and&deliver&a&service&3. Own&a&unique&rela1onship&with&customer&
1. Uncover&opportuni1es&in&a&network&2. Enable&exchanges&to&deliver&service&3. Iden1fy&your&role&in&the&ecosystem&
,@ClaroPartners&#SharingEconomy&
WELCOME&TO&THE&END&OF&THE&WORLD!
…!AS!YOU!KNOW!IT…&
Thanks&and&share&back!&@claropartners!#sharingeconomy!#servicedesign!#dkm14!
Aldo&de&Jong|&CoGFounder&[email protected],