bussiness model canvas, ux camp 13
DESCRIPTION
Again this year, the UX Camp Copenhagen was a success and Mjølner UX was there to take part in the action.TRANSCRIPT
Business model canvas
2
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
3
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?
4
Created by Alexander Osterwalder as his Ph.d
Has a huge hype around it Communicated in an easy format in:
Business model canvas
5
Or as someone told me yesterday :”The ”pixi-book” for people who don’t know business”
6
The Canvas
Effectiveness Value
7
Different areas of attention
8
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
9
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?
10
VELUX control pad
Customers of electronic VELUX products
Larger installation (200 products)IO-Home control
A new interface for a remote control
11
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
12
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
13
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
14
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?
18
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?
21
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?
23
24
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
25
Starting with financePricing, buy, rent, price pr. use. Reduction of costs
Multiple starting points
Focus areas
26
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
27
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
28
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
Kim Nørskov
I’d love to hear your comments