De misperceptie en waarde van design thinking - WWV Summer Edition 2021

Transcript

1. DESIGN THINKING mispercepties & waarde Sabine Croes Business designer & partner Perspective Docent Design Thinking en Customer journeys Beeckestijn Business School
2. Misperception 1: Misperception 1
3. Design Thinking is a creativity tool. Misperception 2:
4. Design Thinking is only about creating a solution that is desirable for your customers. Misperception 3:
5. Why Design Thinking?
6. Silo’s and many layers make organisations unwieldy and slow. [Struggle]
7. Risk averse culture, short term thinking and no real sense of urgency. [Struggle]
8. No idea what customers really want / need. [Struggle]
9. No alignment with strategy [Struggle]
10. • Technology centered • Rational and objective • Analysing • Focus on elements • Efficiency • Well defined problems BUSINESS THINKING DESIGN THINKING • Human centered • Subjective experience • Experimentation and Iteration • Holistic view • Experience • Ill defined problems
11. David Kelley IDEO
14. Products that don’t generate value for humans, will not generate revenue for business.
16. BUSINESS DESIGN Viability (business) Desirability (human) Feasibility (technical) Innovation
17. `` Value proposition Revenue model Value chain what value how who Viability (business) Desirability (human) Feasibility (technical) Innovation value what who how
18. how how what who value
19. • Lean BUSINESS BLUEPRINT Partners Offer Customers Team & Resources Channels Cost Structure Revenue Model & Price Original by © Business Model Foundry AG by Alex Osterwalder, this version by Perspective Business Design www.perspective.amsterdam Who are you serving? How will you make money? How and what will you charge your customers? How much does it cost to create and deliver your offer? What key relationships and systems will help you create and deliver your offer? How will you get your offer to customers? What skills/capabilities/ resources will you need? What product or services will you make and deliver? Value Proposition What customer need(s) are you fulfilling? What is the unique promise your offer provides? BUSINESS BLUEPRINT Partners Offer Customers Team & Resources Channels Cost Structure Revenue Model & Price Original by © Business Model Foundry AG by Alex Osterwalder, this version by Perspective Business Design www.perspective.amsterdam Who are you serving? How will you make money? How and what will you charge your customers? How much does it cost to create and deliver your offer? What key relationships and systems will help you create and deliver your offer? How will you get your offer to customers? What skills/capabilities/ resources will you need? What product or services will you make and deliver? Value Proposition What customer need(s) are you fulfilling? What is the unique promise your offer provides? who how how what value
21. We have looked at 350 business model innovators and found out that about 90% of their innovations are recombinations of 55 previously existing concepts, ideas, or business models. University of St. Gallen
22. Subscription model
23. Platform/marketplace
24. Razor & blade
25. Freemium
26. White label
27. Go direct
28. Lease or loan
29. Action
30. Environmental sensitivity
31. Secondary markets
32. • Technology centered • Rational and objective • Analysing • Focus on elements • Efficiency • Well defined problems BUSINESS THINKING DESIGN THINKING • Human centered • Subjective experience • Experimentation and Iteration • Holistic view • Experience • Ill defined problems
33. BUSINESS DESIGN Viability (business) Desirability (human) Feasibility (technical) Innovation
34. Misperception 1: Misperception 1
35. Design Thinking is a creativity tool Misperception 2:
36. Design Thinking is only about creating a solution that is desirable for your customers Misperception 3:
37. Dank! Wil je zelf met Design Thinking aan de slag? Stuur een mailtje naar sabine@perspective.amsterdam en ontvang de kit.