David Aycan, Design Director IDEO & Joe Gerber, Business Designer IDEO

1. Design+
BusinessDesign
(in20minutes+somework)
Monday, May 13, 13

2. WhatisDesign?
Monday, May 13, 13

3. It’smaking
thingslook
beautiful
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4. Butthat’sjusta
smallpartofit
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5. It’stheprocessof
definingholisticand
consideredsolutions
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6. ...sowecanmakelives
betterandmorefullof
delight...
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7. ...andsustainthese
solutionswithrobust
businessmodels
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8. Human
Technical
Business
Holistic
It creates solutions that are inspired by,
and work from 3 important perspectives
to create value for customers and
businesses.
Monday, May 13, 13

9. First,aquickintroto
IDEO
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10. researcher
interaction designer
web developer
architect
brand strategist
communication designer
industrial designer
business designer
material scientist
OurPeople....
We’re a multi-disciplinary
community, comprised of ‘T’-shaped
individuals.
Monday, May 13, 13

11. OurClients...
We work across industries,
finding value in cross-pollination and
analogous inspiration.
Monday, May 13, 13

12. HealthyLiving
Rethinking the Pharmacy with Walgreens.
Redefining and expanding the role of the
pharmacist.
Monday, May 13, 13

13. RethinkingLocalMedia
Creating an authentic and personal connection
with influential locals, grounded in a sustainable
business model.
Monday, May 13, 13

14. TheRealChallenge
ComesinBringingthe
PerspectivesTogether
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15. STRATEGIZE
BUILD
Design Driven Strategy
Strategy informs what you should
build; prototypes help assess your
strategic hypothesis.
Monday, May 13, 13

16. 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.
Monday, May 13, 13

17. 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
Monday, May 13, 13

18. Brand
ShiftsFocus
Deep dive without forgetting the whole.
Offer/Experience
BusinessOrganization
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19. Keep it Rough Early
You 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.
Monday, May 13, 13

20. Focus on Business Risks
Remember 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.
Monday, May 13, 13

21. Collaborate
Immerse in the challenge together. As teams
expand, find ways to communicate and align
on a common vision.
Monday, May 13, 13

22. Start Early and Wrong
Get the assumptions out early through concrete
representations of the future business. These can be
models, prototypes, or sketches
1
+3
2
Monday, May 13, 13

23. Authentic
Find ways that your company can align
internally and externally to garner the passion
of employees, stakeholders, and customer alike
Monday, May 13, 13

24. BusinessModel
Design
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25. Thebusiness
modelistheunit
ofdesign
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26. Offering Design
What tangible, value creating
experiences should we create for our
customers?
COSTS
PART
NERS
CAPAB
ILITIES
CHA-
NNEL
PRICING
MODEL
VALUE
PROP.
CUSTOMERS
COMPETITIVE
STRATEGY
GROWTH
STRATEGY
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?
Monday, May 13, 13

27. Operations Design
How do we organize
to create and deliver value to our
customers?
How do we leverage
what we’re good at?
PART
NERS
CAPAB
ILITIES
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?
Monday, May 13, 13

28. Economics Design
How do we create
more value than it costs for
us to create it?
COSTS
PART
NERS
CAPAB
ILITIES
CHA-
NNEL
PRICING
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?
Monday, May 13, 13

29. Marketing Design
How do we
communicate with
customers?
COSTS
PART
NERS
CAPAB
ILITIES
CHA-
NNEL
PRICING
MODEL
VALUE
PROP.
CUSTOMERS
COMPETITIVE
STRATEGY
GROWTH
STRATEGY
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?
Monday, May 13, 13

30. MakeitElegant!
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31. Make it Elegant!
The business model canvas is not a fill-in-the
blanks and you’re done.
Monday, May 13, 13

32. Elegant Business Model Design
How do we
communicate with
customers?
COSTS
PART
NERS
CAPAB
ILITIES
CHA-
NNEL
PRICING
MODEL
VALUE
PROP.
CUSTOMERS
COMPETITIVE
STRATEGY
GROWTH
STRATEGY
Monday, May 13, 13

33. ACTIVITIES
DefineCustomerandValueProposition(10min.)
Howdoyoudeliverthisvalue(5-10min)
Riskidentificationandexperimentdesign(15min.)
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34. DefineCustomer&
ValueProp
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35. 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?
Monday, May 13, 13

36. OperationalizingValue
Creation
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37. 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?
Monday, May 13, 13

38. IdentifyRisks&
DesignExperiment
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39. Keep in Mind
What 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?
Monday, May 13, 13

40. Sharing Back
What was difficult? What was easy?
What could you imagine using at your venture?
Any questions for us?
Monday, May 13, 13

41. A Few Takeaways
Keep 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
Monday, May 13, 13

42. ThankYou
Monday, May 13, 13