Design + Business Design

(in 20 minutes + some work)

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What is Design?

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It’s making things look beautiful

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But that’s just a small part of it

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It’s the process of defining holistic and considered solutions

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...so we can make lives better and more full of

delight...

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...and sustain these solutions with robust

business models

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Human

Technical

Business

HolisticIt creates solutions that are inspired by,

and work from 3 important perspectives to create value for customers and

businesses.

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First, a quick intro to IDEO

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researcher

interaction designer

web developer

architect

brand strategist

communication designer

industrial designer

business designer

material scientist

Our People....

We’re a multi-disciplinary community, comprised of ‘T’-shaped

individuals.

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Our Clients...

We work across industries, finding value in cross-pollination and

analogous inspiration.

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Healthy Living

Rethinking the Pharmacy with Walgreens. Redefining and expanding the role of the

pharmacist.

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Rethinking Local Media

Creating an authentic and personal connection with influential locals, grounded in a sustainable

business model.

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The Real Challenge Comes in Bringing the Perspectives Together

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STRATEGIZEBUILD

Design Driven StrategyStrategy informs what you should build; prototypes help assess your

strategic hypothesis.

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Meaning through Principles

Take time to digest your feedback and inspiration. Distill it in to a point-of-view.

Develop a collective vision with your team.

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Explore Options

Good designers have a point of view, but recognize the need to explore alternatives to reach an optimal

solution, and get good feedback

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Brand

Shifts Focus

Deep dive without forgetting the whole.

Offer / Experience

BusinessOrganization

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Keep it Rough EarlyYou can test a lot of early hypotheses in 30 minutes to 1 day. Try to invest as little as possible, until you

can’t avoid it, and then, you should be certain about your core value proposition.

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Focus on Business RisksRemember that the business model is the unit of

design. Back up and look at the big picture to identify the main areas of uncertainty and focus

where it is most essential.

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Collaborate

Immerse in the challenge together. As teams expand, find ways to communicate and align

on a common vision.

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Start Early and WrongGet the assumptions out early through concrete

representations of the future business. These can be models, prototypes, or sketches

1+32

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Authentic

Find ways that your company can align internally and externally to garner the passion of employees, stakeholders, and customer alike

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Business Model Design

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The business model is the unit

of design

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Offering DesignWhat tangible, value creating

experiences should we create for our customers?

COST

SPARTNERSCAPABILITIES

CHA-NNELPRICING MODEL

VALU

EPR

OP.

CUS

TOM

ERS

COMPETITIVESTRATEGY

GROWTHSTRATEGY

What do they need and want?

What do we promise our customers?

What unique and differentiating value can we provide for the long term?

Who are our customers?How do we pave the way for

future offerings?

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Operations DesignHow do we organize

to create and deliver value to our customers?

How do we leverage what we’re good at?

PARTNERSCAPABILITIES

CHA-NNEL

Who would complement our

capabilities?

What new capabilities will keep us relevant?

Where can people access our product?

How does it get there?

What is our process for delivering our products and service?

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Economics DesignHow do we create

more value than it costs for us to create it?

COST

SPARTNERSCAPABILITIES

CHA-NNELPRICING MODEL

What do customers attach value to?

What does it cost to build, distribute and service our offering?

What are they willing to pay?

How much risk should we take on?

How do we test our ideas without breaking the bank?

Where do we need to invest for our future?

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Marketing DesignHow do we

communicate with customers?

COST

SPARTNERSCAPABILITIES

CHA-NNELPRICING MODEL

VALU

EPR

OP.

CUS

TOM

ERS

COMPETITIVESTRATEGY

GROWTHSTRATEGY

How do we get our message across to customers

Who will be most receptive to our offer?

What behaviors do we want to incentivize?

What does our price say about our offer?

How can we harness the brand value of our retailers?

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Make it Elegant!

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Make it Elegant!

The business model canvas is not a fill-in-the blanks and you’re done.

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Elegant Business Model DesignHow do we

communicate with customers?

COST

SPARTNERSCAPABILITIES

CHA-NNELPRICING MODEL

VALU

EPR

OP.

CUS

TOM

ERS

COMPETITIVESTRATEGY

GROWTHSTRATEGY

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ACTIVITIES

Define Customer and Value Proposition (10 min.)

How do you deliver this value (5-10min)

Risk identification and experiment design (15 min.)

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Define Customer & Value Prop

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Keep in Mind

Is your customer and your end-user the same person?

What is the context of the need (when, where, why)?

What problem are you solving?

Why will they choose you?

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Operationalizing Value Creation

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Keep in Mind

How will you deliver your value prop?

What 1 or 2 things will do better than anyone else?

What does that experience require the 1st, 2nd, nth time?

Build, buy or partner?

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Identify Risks & Design Experiment

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Keep in MindWhat are you sure you know vs think you

know?

What is the impact of getting your assumptions wrong?

How can you maximize learning with minimal investment of time and money?

How can you best replicate the context of where real-life decisions happen?

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Sharing BackWhat was difficult? What was easy?

What could you imagine using at your venture?

Any questions for us?

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A Few TakeawaysKeep in touch with your market

(even once you’ve established product market fit)

Explore options

Encourage empathy and test your assumptions

Always have a solid business model hypothesis

Keep it simple. Get the direction right first, then the details

The business design canvas is not a fill-in form

Design with elegance

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Thank You

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