Post on 17-Aug-2014
description
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&aldo@claropartners.com,