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With increased connectivity, networks at both a global and local level are growing rapidly whilst new communities can develop and flourish through digital channels. These allow for resources to be shared, swapped, borrowed and traded; bearing a new economy that favours access over ownership. This is a dramatically different user experience context that demands a transformation of our approach to service design. In this session we will share findings from our global research that explored the experiences and opportunities involved in moving from an ownership economy to one built on access and sharing. In this presentation we present guidelines for creating value exchange networks and share some tools we’ve developed for creating networked services and business models in the sharing economy. See also video of the presentation being delivered: http://youtu.be/b22vSxLXMsY
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Service Design for the Sharing Economy TEDxESADE, 10 April 2014
Aldo de Jong, Co-Founder, Claro Partners
Business innova+on and Service design in the context of Disrup+ve shi7s
THE END OF THE WORLD
… AS YOU KNOW IT…
FROM OWNERSHIP..
..TO ACCESS
FROM BIG CORPORATES..
..TO MICRO-‐BUSINESS
FROM SERVICES DELIVERED BY COMPANIES..
..TO SERVICES DELIVERED BY NETWORKS
-‐
+
TIME Acquisi+on
JOY OF OWNERSHIP
BURDEN OF OWNERSHIP
Post-‐use Use
The burden of ownership is challenging the consump+on economy
The sharing economy emerges from communi+es of exchange. Trust between strangers is a new currency.
MY STUFF YOUR STUFF
EXCHANGE
Networked business models are disrup+ng tradi+onal ways of doing business
Tradi+onal Networked
We call them Par+cipatory Service Networks (PSN)
Networked business models Value exchange networks
Collabora4ve consump4on P2P services Bo<om-‐up value exchange
Sharing economy User-‐generated content
claropartners.com > login u: pdfa pw: ownership
Has a boyfriend
25 yr
Travels by
Drives by
Graphic designer
Loves traveling
Lives in a shared flat with 2 friends
Meet Anna..
Works by
Married, two
children
58 yr Hos4ng room by
Cares for others
Just recovered
..and Linda
Cooks for others
Rents out car
The access economy drives new business models
Car use u
t Rental fee
Car u
t Paym
ent
Car use u t Rental fee CONSUMER
Car u
t Paym
ent
The sharing economy drives networked business models
The sharing economy drives networked business models
CAR USER CAR OWNER Car use u
t Rental fee CONSUMER
Car u
t Paym
ent
Tradi+onal service models
Networked business models
Networked business models calls for a shi7 in approach to service design
1. Focus on the individual customer
2. Design and deliver a service 3. Own a unique rela+onship with customer
1. Uncover opportuni+es in a network 2. Enable exchanges to deliver service 3. Iden+fy your role in the ecosystem
1. Uncover opportuni+es in a network
1. Uncover opportuni+es in a network
Network What do they need? What do they have?
Individual customer What do they need?
What are the values exchanged? 1. Uncover opportuni+es in a network
How are people connected within the network? 1. Uncover opportuni+es in a network
What is their mo+va+on to join? 1. Uncover opportuni+es in a network
2. Enable exchanges to deliver service
Single user experience
Design the service journey
2. Enable exchanges to deliver service
Networked experience
Design par+cipatory services
Who is exchanging value?
What value is exchanged?
How is the value exchanged? Sketch out the network
Short descrip+on:
2. Enable exchanges to deliver service
How is value exchanged?
Socialcar is a P2P car rental service. Private car owners to rent out their cars for money, to drivers!
Car users, car owners and Socialcar!
Car, money, members, insurance!
How do we design for a networked experience?
EXTEND USE JOIN DISCOVER USER
Car use u
t Rental fee
2. Enable exchanges to deliver service
EXTEND USE JOIN DISCOVER
How do we design for a networked experience? 2. Enable exchanges to deliver service
Trust in the value exchanged
Trust in other network parEcipants
Trust in the plaForm
How do we enable interactions and exchanges? 2. Enable exchanges to deliver service
CONTRIBUTION"
How to encourage contributions? 2. Enable exchanges to deliver service
3. Iden+fy your role in the ecosystem
BRAND
1:1 rela+onship with customer
Facilitate rela+onships among customers
BRAND
3. Iden+fy your role in the ecosystem
3 OWNER ROLES
Community creator
Community orchestrator
Host
What roles does the network need to function, and who can provide it? 3. Iden+fy your role in the ecosystem
Crowd gatherer
Network enhancer
Builder
What roles does the network need to function, and who can provide it? 3. Iden+fy your role in the ecosystem
3 ENABLER ROLES
PSN
Emerge
Seed
Nurture
Weed
Adapt
How to start and grow the network? 3. Iden+fy your role in the ecosystem
Tradi+onal service models
Networked business models
Networked business models calls for a shi7 in approach to service design
1. Focus on the individual customer
2. Design and deliver a service 3. Own a unique rela+onship with customer
1. Uncover opportuni+es in a network 2. Enable exchanges to deliver service 3. Iden+fy your role in the ecosystem
WELCOME TO THE END OF THE WORLD
… AS YOU KNOW IT…
Thanks and share back! @claropartners #sharingeconomy #servicedesign #TEDxESADE
Aldo de Jong| Co-‐Founder [email protected]
