bussiness model canvas, ux camp 13

Business model canvas

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What is a business model and the canvas? Why is it relevant to UX? How to use it Workshop Debrief – What do you think, is this relevant

to UX?

Business model canvas

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In short, the concept by which the company makes money

Bait and hook: HP and Gillette, the printer is cheap the ink cartridges are expensive

Facebook: Remember when something is free, you are the product.

Or the plainly ”we make cheap products that our customers buy”

What is a business model?

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Created by Alexander Osterwalder as his Ph.d

Has a huge hype around it Communicated in an easy format in:

Business model canvas

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Or as someone told me yesterday :”The ”pixi-book” for people who don’t know business”

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The Canvas

Effectiveness Value

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Different areas of attention

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A way to structure and communicate business models

Fast visual prototype to get the birds eye view

Doesn’t require a master in business

Why business model canvas

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Expand innovation focus from the product to the service around it

Capturing high level goal/requirements Understanding your customers/projects success A part of turning UX into more than ”feel good” And we already know the approach and mind

set Design thinking - trial and error Personas Prototyping and visualization Future scenarios Ideation

Why do UX people need this?

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VELUX control pad

Customers of electronic VELUX products

Larger installation (200 products)IO-Home control

A new interface for a remote control

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VELUX control pad

Customers of electronic VELUX products

Larger installation (200 products)

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

IO-Home control

A new interface for a remote control

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VELUX control pad

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

A remote control?

IO-Home control

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VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

A remote control?

IO-Home control

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VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

3. Party sellers

Get it with each window

A remote control?

IO-Home control

15

VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

The installer?IO-Home control

3. Party sellers

Get it with each window

A remote control?

16

VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

The installer?

The installer?

IO-Home control

3. Party sellers

Get it with each window

Customer support

A remote control?

17

VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

The installer?

The installer?

IO-Home control

3. Party sellers

Get it with each window

Customer support

A remote control?

Customer support

Informing the installer?

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VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

Customer support

Manuals, tone of voiceInforming the installer?

The installer?

The installer?

IO-Home control

3. Party sellers

Get it with each window

Customer support

A remote control?

19

VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

Informing sales organization

Customer support

Manuals, tone of voiceInforming the installer?

The installer?

The installer?

Sales organisation

IO-Home control

3. Party sellers

Get it with each window

Customer support

A remote control?

20

VELUX control pad

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

Informing sales organization

Customer support

Manuals, tone of voiceInforming the installer?

The installer?

The installer?

Sales organisation

Brand- Quality- Design- Home

commodities

IO-Home control

3. Party sellers

Get it with each window

Customer support

A remote control?

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VELUX control pad

Mjølner informatics

- UX design - Touch GFX

Production, many units, low-energy hardware

Development cost

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

Informing sales organization

Customer support

Manuals, tone of voiceInforming the installer?

The installer?

The installer?

Sales organisation

Brand- Quality- Design- Home

commodities

IO-Home control

3. Party sellers

Get it with each window

Customer support

A remote control?

22

VELUX control pad

Mjølner informatics

- UX design - Touch GFX

Production, many units, low cost hardware

Development cost

Fit in peoples home, quality, measured against smart phones

A home control unit?

Customers of electronic VELUX products

Larger installation (200 products)

Opening windows out of arm reach?

Pierre (Nervous of tech)

Claire (Convenience, aesthetics)

Hans (Tech savvy)

Informing sales organization

Customer support

Manuals, tone of voiceInforming the installer?

The installer?

The installer?

Sales organisation

Brand- Quality- Design- Home

commodities

Selling more windows through added value

Selling the remote as stand alone

IO-Home control

3. Party sellers

Get it with each window

Customer support

A remote control?

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Starting with value propositionWe want to make this product

Starting with customersOur strategy is to get more customers from this segment

Starting with resourcesWe have all this data, how can we make a product/service of it

Focus areas

Ressource driven Offer driven Customer driven Finance driven Multiple epicenter

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Starting with financePricing, buy, rent, price pr. use. Reduction of costs

Multiple starting points

Focus areas

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A little exercise lets see how far we get. Discuss in groups how you would innovate a

business model

Case suggestions: Microsoft Electrical cars Book publishing Dell – a desktop computer producer DSB – public transportation Hipster’n hike (for those of you that where at the bootcamp

:) <Your idea here>

Workshop

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Is this the way UX is/should be going? Service design and UX Would it work in your organization? Criticism of the business model canvas

Debrief

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Business model canvas: http://www.businessmodelgeneration.com/canvas

Business model cavas in 2 min: http://www.youtube.com/watch?feature=player_embedded&v=QoAOzMTLP5s

Lean canvas, more focus on the product: http://leancanvas.com/

Links

Mjølner Informatics A/SFinlandsgade 10DK-8200 Aarhus N

Tlf.: +45 70 27 43 43CVR: 1257 8970

info@mjolner.dkwww.mjolner.dk

@knorskovkno@mjolner.dk

Kim Nørskov

I’d love to hear your comments