Platform Ecosystems: Designing for Potential - SDGC 2017

The internet now is more than a mere distribution channel. It acts as an infrastructure for creation and coordination. In this environment, customer contribution and co-creation bring enormous value to companies that utilise them (viz. the tech giants). Most of today’s service design practices stick to their industrial value chain origins: brands provide and customers consume. However, participants in platform ecosystems are active shapers of the business value proposition that is, essentially, co-created. This requires a rethink towards designing in terms of shaping potential and opportunities. The resulting design practice, with a concept of service close to that of Service-Dominant Logic, will open up new ways of interacting with, learning from, and catering to the needs of people.

Transcript

1. PLATFORM ECOSYSTEMS: DESIGNING FOR POTENTIAL WHEN EVERYONE DESIGNS… Ron Kersic | Chief Technology Office | ING
2. RON KERSIC CHIEF TECHNOLOGY OFFICE ING
5. SDN: biggest threat to
 come from Amazon #FAKENEWS
6. C CONSUMER B BUSINESS
7. Service design aims to ensure service interfaces are useful, usable and desirable 
 from the client’s point of view and effective, efficient and distinctive 
 from the supplier’s point of view. BIRGIT MAGER, 2009 C CONSUMER B BUSINESS
8. Service design is a holistic way for a business to gain a comprehensive, empathic understanding of customers needs. FRONTIERS SERVICE DESIGN, 2010 C CONSUMER B BUSINESS
9. Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. UK DESIGN COUNCIL, 2010 C CONSUMER B BUSINESS
10. C CONSUMER B BUSINESS
11. C CONSUMER B BUSINESS P PRODUCER
12. C CONSUMER B BUSINESS P PRODUCER “SELF-ORGANISE & SELF-OPTIMISE” “THIS COMPLEXITY IS EMERGENT”
14. C CONSUMER B BUSINESS P PRODUCER
15. C CONSUMER B BUSINESS P PRODUCER
16. C CONSUMER B BUSINESS
17. C CONSUMER B BUSINESS B BUSINESS P PRODUCER
18. C CONSUMER B BUSINESS B BUSINESS P PRODUCER P PRODUCER C CONSUMER
19. CONTROL CREATION EXPERT “SOLUTION” “CUSTOMER” “SEGMENT” “POTENTIAL” “PEERS” “NICHES” CITIZEN DESIGN-TIME RUN-TIME
20. N P E NARRATIVE the Profound, Authentic and Sustainable behaviour of your users on which they build their experiences. PRIMITIVE the core, simple, and self- sufficient means for users to be able to express themselves within the narrative. ENABLERS the Primitives’ complement to enhance, strengthen and amplify the users’ expression within the narrative.
22. RON.KERSIC@ING.NL @ABSYNTHMIND
23. Ron Kersic ING ron.kersic@ing.nl