Service Design for networked business models - Presentation at Design Conference 2014 in Bilbao
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Transcript of Service Design for networked business models - Presentation at Design Conference 2014 in Bilbao
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Service Design for networked business models!!!Design Konferentziak 2014, 13 June 2014, Bilbao!
Aldo de Jong, Co-Founder, Claro Partners!
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Share&your&thoughts?&@claropartners,#SharingEconomy,#ServiceDesign,,#dkm14,
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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,
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THE&END&OF&THE&WORLD!
…!AS!YOU!KNOW!IT…&
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FROM&OWNERSHIP..&
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..TO&ACCESS&
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FROM&BIG!CORPORATES..!
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..TO&MICRO6BUSINESS!
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FROM&SERVICES!DELIVERED!BY!COMPANIES..!
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..TO&SERVICES!DELIVERED!BY!NETWORKS!
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G&
+&
TIME&Acquisi1on&
JOY&&OF&OWNERSHIP&
BURDEN&&OF&OWNERSHIP&
&
PostGuse&Use&
The&burden&of&ownership&is&challenging&the&consump1on&economy&
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The&sharing&economy&emerges&from&communi1es&of&exchange.&Trust&between&strangers&is&a&new¤cy.&
MY&STUFF& YOUR&STUFF&
EXCHANGE&
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Networked&business&models&are&disrup1ng&tradi1onal&ways&of&doing&business&
Tradi1onal& Networked&
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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!
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claropartners.com&>&login&u:,pdfa,pw:,ownership,
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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&&&&&
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Married,&two&
children&
58&yr&Hos4ng&&room&by&
Cares&&for&others&
&&
Just&recovered&
&&
..and&Linda&
Cooks&for&others&
Rents&out&car&
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The&access&economy&drives&new&business&models&&&
Car,use,!
," Rental,fee,
Car,!
," Paym
ent,
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Car,use,!,,
,",Rental,fee CONSUMER,
Car,!
," Paym
ent,
The&sharing&economy&drives&networked&business&models&&&
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The&sharing&economy&drives&networked&business&models&&&
CAR,USER,CAR,OWNER,Car,use,!,,
,",Rental,fee CONSUMER,
Car,!
," Paym
ent,
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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&
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1.&Uncover&opportuni1es&in&a&network&
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1.&Uncover&opportuni1es&in&a&network&
Network&What!do!they!need?!What!do!they!have?!
Individual&customer&What!do!they!need?!
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What&are&the&values&exchanged?&1.&Uncover&opportuni1es&in&a&network&
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How&are&people&connected&within&the&network? 1.&Uncover&opportuni1es&in&a&network&
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What&is&their&mo1va1on&to&join?&1.&Uncover&opportuni1es&in&a&network&
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2.&Enable&exchanges&to&deliver&service&
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Single!user!experience!
Design&the&service&journey&
2.&Enable&exchanges&to&deliver&service&
Networked!experience!
Design&par1cipatory&services&
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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!
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How do we design for a networked experience?
EXTEND&USE&JOIN&DISCOVER&USER,
Car,use,!,,
,",Rental,fee
2.&Enable&exchanges&to&deliver&service&
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EXTEND&USE&JOIN&DISCOVER&
How do we design for a networked experience? 2.&Enable&exchanges&to&deliver&service&
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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&
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CONTRIBUTION"
How to encourage contributions? 2.&Enable&exchanges&to&deliver&service&
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3.&Iden1fy&your&role&in&the&ecosystem&
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BRAND&
1:1&rela1onship&with&customer&
Facilitate&rela1onships&among&customers&
BRAND,
3.&Iden1fy&your&role&in&the&ecosystem&
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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&
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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&
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PSN&
Emerge&
Seed&
Nurture&
Weed&
Adapt&
How to start and grow the network? 3.&Iden1fy&your&role&in&the&ecosystem&
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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&
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WELCOME&TO&THE&END&OF&THE&WORLD!
…!AS!YOU!KNOW!IT…&
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Thanks&and&share&back!&@claropartners!#sharingeconomy!#servicedesign!#dkm14!
Aldo&de&Jong|&CoGFounder&[email protected],