10 12 / 2012

Disclosing Shared Value in Business Ecosystems

Any holistic user experience - especially when designing for ‘transformation’ - should 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 and delivery of truly “new” and complex value propositions (e.g. service design for health care, environmental matters, etc.).

A problem however is: Everyone talks about
"shared value creation" (especially since Michael Porter made the concept famous). Yet only a few people so far have developed practical and/or theoretical approaches that help you tackle occurring trade-offs (e.g. “superior user value a.k.a. desirability” +/vs. “feasible technology” + “financial viability”  +/vs.  “responsible eco-footprint”) when trying to either find the »sweet spot between all of them« - or better - finding creative resolutions that makes our conception of mutual exclusiveness obsolete . I personally believe that a good starting point is to develop a holistic and clear understanding of what actually “value” is, how the staging of user/actor experiences contribute to its perception and on what levels it can be experienced by the different actors (e.g. of a business ecosystem). Knowing this may also give first hints on how to master the delicate balance/resolution of fore-mentioned trade-offs for the creation of new offerings with service-market-fit AND benefits for society/environment.

The slides are from a workshop presentation, I recently prepared for the
World Usability Day 2012 in Berlin. I haven’t included all the (illustrative) examples yet, but the main key messages/concepts should become clear. I’m really looking forward to getting some feedback (critique, more examples, papers, links, etc.) on this! I’m especially interested on practical (but not as oversimplified as e.g. in advertising “creative briefs”) value (proposition) frameworks, templates, checklists from your recent research/projects …

View “Disclosing Shared Value in Business Ecosystems” on Scribd

20 10 / 2012

Innovation and Fear: Continuum’s Lara Lee “makes design thinking look sexy” - BIF-8 Summit

Lara Lee, Chief Innovation Officer at Continuum makes design thinking look sexy. Her passion for human centered design has helped companies like Pampers and Harley Davidson redesign the ways they deliver value. Always accepting failure as part of the process, Lee is fearless when it comes to trying new things…


10 10 / 2012

McKinsey on “Designing products for value” (for what else?)

"By combining deep insights about customers, competitors, and costs, a few leading companies are finding the “sweet spot” in product development: lowering costs while designing better products that customers value more. Along the way, these companies are strengthening organizational capabilities that will help them thrive in an era of heightened global competition."

Sounds familiar, huh? However - again a typical McKinsey article, focusing on “product attributes” and design as a means to create value in terms of “optimization” (e.g. the “sweet spot” in terms of customer satisfaction à la KANO). No word about user experience or an accompanying innovation of meaning

I think: Obvious, product-centered and boring! BUT nevertheless another step forward in building awareness on people-centric thinking and holistic value creation from the guys you would expect it the least. ;)

10 10 / 2012

Another nice description of the d.confestival spirit.

06 10 / 2012

Frame Creation – Kees Dorst on the Importance of Reframing in Design Thinking

d.confestival d.note, Friday 21.-22.09.2012, Potsdam, Germany

“The goal must be to build frame creation ability into organisations! In the end one can view companies as a series of frames: Frames for resilience.” – Kees Dorst

Kees Dorst, industrial designer and professor from the University of Technology, Sydney is a man who is studying things thoroughly. All the more the d.confestival participants were listening reverently when he gave exclusive insights into his profound knowledge from 20 years of research into the practices of designers. With the objective of developing a design-based innovation method for governments, institutions and companies, he focuses his research on the pattern of what expert designers are really doing.

What he found is that design-like approaches and practices to problem-solving are especially powerful in situations were a problem owner succumbs to the »tried anything phenomenon«, which was already mentioned by SAP’s design thinking veteran Hanswerner Dreissigacker at the beginning of the d.confestival. Especially, if at the worst, problems can’t be owned and if they are open, highly complex, dynamic and networked – in short »wicked« – it makes sense to use design practices in search for a solution.

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05 10 / 2012

Experience Values and Service Design – Yong Se Kim (CDI, Korea) at d.confestival

d.confestival d.note, Friday 21.09.2012, Potsdam, Germany

Product Service Systems (PSS) are nothing new – they basically exist as early as we can think and with a wide variety of offerings. However, up to now the focus of design has often been on the product with a mere attachment of service. Today this seems a bad idea, as in the sheer mass of available consuming options product attributes alone aren’t a guarantee for differentiation anymore.

“But that is not all”, says Yong Se Kim, Director of the Creative Design Institute and Professor of Mechanical Engineering at Sungkyunkwan University, Korea: ”What is even more important to consider is the perceived value for the customer!” In today’s development of PSS’ a human values-focused service mindset (or service-dominant logic, known as SD-logic) should guide every design process, he claims. People are first – people and their subjective, context-dependent experiences!

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05 10 / 2012

Defining »Designership« – Rick Schuhmann (MIT) at d.confestival

d.confestival d.note, Friday 21.09.2012, Potsdam, Germany

What is it, that constitutes a »good« designer? And what do citizen, sportsmen and leaders have in common with the latter? These were just few of the questions Prof. Rick Schuhmann (Program Manager and Senior Lecturer, Massachusetts Institute of Technology) posed to the initially perplexed d.confestival crowd. But it soon became clear were the philosophical discourse, he and his colleagues are wrestling with since 15 years, would be leading to: The personal responsibility and awareness of the designer.

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04 10 / 2012

Does Design Thinking Change Your Life? – Bernie Roth (d.school Stanford) on Empowerment

d.confestival d.note, Friday 21.09.2012, Potsdam, Germany


“In my other life I gave people ‘knowledge’. I was disempowering them. There was no way for them of being like me: the professor. […] D.school is different. After the second day they know more about the project as I do. This is very empowering and life changing.” – Bernie Roth

Bernie Roth, the Director of the d.school at Stanford University, probably gave the most moving and remarkable d.note of this year’s d.confestival. No other speech had such a strong human and emotional touch. The whole d.circus was listening spellbound when he told those stories and facets in remembrance of Bill Moggridge that usually aren’t known to the broader public. For him and many others Bill wasn’t just the »designer of the first laptop« or one of IDEO’s early co-founders. He moreover was a friend, family father and an incredibly inspiring and empowering person. And especially this latter unique characteristic of Bill Moggridge is the one Roth considers most important. “In the end”, he said, “it is all about empowerment, about making people feel good about themselves – something Bill was very good at.”

How important the experience of empowerment, as a kind of prerequisite for, but also as an outcome of design (thinking) for his development was, he showed by sharing some very interesting and sometimes funny insights into his own life.

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03 10 / 2012

"Companies now know how to build anything but they don’t know what to build."

Patrick Whitney

03 10 / 2012

Why Design, Why now? – Patrick Whitney (ID.IIT) on the Power of Reframing

d.confestival d.note, Friday 21.09.2012, Potsdam, Germany

In the last years there has been written and spoken a lot about the importance of design. All the more it was another highlight of the d.confestival to get a perspective on its future from the dean of an institute that has one of the longest traditions in teaching and preaching design thinking: Patrick Whitney from the Institute of Design at the Illinois Institute of Technology.

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