Future Proof Design“Ideas to design
Resilient, Enduring and Meaningful Businesses (&products)” Simone Cicero meedabyte.com /@meedabyte Barcelona Design Thinking Week 13

crisis

per – capita needs global
use/availability

“It is wholly a confusion
of ideas to suppose that the economical use of resources is equivalent to a diminished consumption. The very contrary is the truth.” William Stanley Jevons

We could have expected

A crisis is any event
that is, or expected to lead to, an unstable and dangerous situation affecting an individual, group, community, or whole society. Crises are deemed to be negative changes in the security, economic, political, societal, or environmental affairs, especially when they occur abruptly, with little or no warning. More loosely, it is a term meaning 'a testing time' or an 'emergency event'.

#occupygezipark

A clash of
visions

A clash of
powers

“In a time when technologies
have drastically reduced the efficient scale of production, capital, instead of adapting itself to this reality, has fled towards the opacity of securitization and large- scale short selling. “ David De Ugarte, Las Indias

Disownership

From Albert Canigueral, http://www.consumocolaborativo.com/

A global
discourse

“Last year the impacts of
climate change, cost Unilever more than 200M€. Even if you can ignore this, you cannot ignore the growth of social media, which will be ruthless to businesses that are judged to be making the world a worse place, not a better one. So many companies are waking up and realising that they can be inside the tent, shaping solutions, future-proofing their businesses, strengthening their ties with their existing consumers and reaching new ones.” Paul Polman CEO Unilever

Can’t hide

“In fact, morality becomes their
most powerful product, forging a lasting connection with constituents by out-behaving their competition.” Tim Leberecht CMO Frog Design

Once, you could even design
stupid, inefficient, absurd products and succeed.

Now you can’t.

Designing products
for today

is that complicated

Apple launched the appstore making
the phone a platform for use case innovation July 10, 2008

No more monolithic products

Modularity
Customizability
Hackability

pioneers

Make & Sell

tools
Facilitated
Contexts/Channels

DIY (and maybe sell)

Nahia: a customizable bikini!

Allow Peers to create for
other Peers (that can make and sell)

Peer producers

A step further: the right
to access

not enough anymore

https://www.youtube.com/watch?v=E6rwQy75U8MFreekea

INNOVATION:
where to go?

Community
Centric
User
Centric

co-creation

no more just a fancy
word to use at work

“We take to heart what
our community thinks of us. It’s a challenge to listen to the community and try to evolve with it. We learned a long time ago that although we cannot make everyone happy, we should listen to as many people as possible. Our job is to pick the best path to support that community. I can give you many examples where our gut told us one thing and the community pulled us in another, better direction.” Nathan Seidle, Founder of Sparkfun

“the best path to support
that community”

”The art of creating software
and building new things was starting to get celebrated at these hackathons,” Where there was a hackathon, there was Twilio. Jeff Lawson, CEO/Cofounder of Twilio

Letting the
community drive

Ok, but how?

identify
behaviors
transactions
relations

spot new exchange markets social
capital creation

facilitate interaction
and value exchange

through channels

A platform

A platform grants freedoms to
allow the peers add value. Peers perform exchanges and transactions. Channels are provided to facilitate.

Use Case innovation happens at
the peers level. The creation of new and improved channels is the mission of the platform stakeholders.

Illustration by Simon Wardley -
blog.gardeviance.org ILC Cycle

“Let us suppose you were
a provider of utility computing infrastructure services and one of these new higher orders systems (e.g. big data systems built with hadoop) started to diffuse. … you could detect this diffusion in close to real time and hence rapidly decide to commoditize any new activity … in this case by introducing something like Amazon Elastic Map Reduce. Naturally, you’d be accused of eating the ecosystem if you did this repeatedly but at the same time your new component services would help grow the ecosystem and create new higher order services. ” Simon Wardley, from http://blog.gardeviance.org/2013/01/ecosystems.html

The more a player has
direct access to the customer base, the more it could decide what to commoditize and iterate ILC cycles, staying ahead with new product offerings.

Innovating the platform concerns: Commoditization
vs Commonification

Commons
Centric
Community
Centric

+

distributed capital means less interest
in rents

inherently open

risks in
competitive
advantage

shared
innovation

openness is a
resilience strategy

“Sustainability is all about figuring
out how to be in business forever, avoiding the temptation to overreach, to maximize near term profits at the expense of long term health. It is about adapting the business to changing market dynamics. It is about building a team and a culture that can survive and keep going.” Fred Wilson, VC

companies are
communities

Communities
can be
products

Communities are
companies

“Inside the company, though, we
all take on the role that suits the work in front of us. Everyone is a designer. Everyone can question each other’s work. Anyone can recruit someone onto his or her project. Everyone has to function as a “strategist,” which really means figuring out how to do what’s right for our customers. We all engage in analysis, measurement, predictions, evaluations” From Valve’s Handbook for new Employees

It’s not only about product
design, it’s also about enterprise design

the enterprise
IS the product

see it as a
platform

1. Enable value creation 2.
Facilitate value exchange 3. Extract fair value 4. Listen to communities

the Platform
Design Canvas

A fork of the business
model canvas

This work is a fork
of the Business Model Generation Canvas by Alex Osterwalder (http://www.businessmodelgeneration.com) and is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License , To view a copy of this license, visit http://creativecommons.org/licenses/by- sa/3.0/. The Platform Design Canvas is in Live Editing

To be used: • Design
with ecosystems in mind • Identify value creation contexts • Identify peer segments and actors • Identify opportunities (emerging transactions) • Create new channels •Identify community support services • Identify exchange currencies

What peer segments are present
in the ecosystem? They could be producers, consumers or prosumers playing both the roles

How's the value created? In
what forms?

What are the recurring transactions
between the peer segments composing the ecosystem?

Through which channels do the
peer segments get in contact and execute transactions?

How is the value exchanged
and in what forms?

What are the key stakeholders
contributing to the platform operation and mission?

What services are available for
the community to support value creation?

What are the key components
of the platform? (resources, formats, infrastructures)

Where is the value extracted
and in what forms?

Examples

iOS App store Developers Indie
studios Dev houses App purchase App review App recommen. App store IDE App checking Promotions Apple AD network Payment GW New Use Cases Cash flows for devs Brand visibility Ad interaction Users Tech Firms SMBs WWDC 30% fee on transactionsApps purchase / Money Reviews / Cred IDE access fee

Wordpress Developers Bloggers Agencies Wp.org
Wordpress SW Wordcamp Runnnig Wp.org Wordpress New Use Cases Brand visibility Starting a blog Fees for servicesWP.com upgrades / Money Reviews / Cred Tech Firms Premium Theme purchhase wp.com Purchases on Third party shops Upgrading a blog Wp.com Third Party marketplaces Personalized L&F Third party stores/ecosystem Browser providers Developers WP backends LAMP Stack WP.com Theme upgrades / Money Free Code

First test run of the
#Pdcanvas @Barcelona Design Thinking Week 2013: Designing a platform for the socialization of traditional games

THANKS get in touch! @meedabyte
workshops & consulting