Comments on: Design thinking and learning from each other http://www.designthinkinginstitute.com/2005/11/11/design-thinking-and-learning-from-each-other/ A virtual platform for new ideas about design, business & organisations Sat, 04 Sep 2010 06:40:12 +0000 http://wordpress.org/?v=2.0.1 by: Iria http://www.designthinkinginstitute.com/2005/11/11/design-thinking-and-learning-from-each-other/#comment-88205 Fri, 26 Dec 2008 12:22:46 +0000 http://www.designthinkinginstitute.com/2005/11/11/design-thinking-and-learning-from-each-other/#comment-88205 My idea on this is that each of the elements that integrates a "business model" might be interpreted from a design process. For example, let's take: the target costumer segments addressed by a value proposition. When designing a solution, this solution is addresed to a certain context, where one or varios people are going to be involved. And so, we need to take into account the whole context where people is addressing the solution. It's not enough with quantifying the customer segment. What I mean is... I've done just two business plans in my entire life, so this is not my expertise at all. But, if I had to quantify the opportunity of a new desert adressed to especial situations. I would quantify the contexts, instead of the "target segment", because it will give me more information how often a context and a need associated to that context is repeated than "people profile". So, I would ask: how often are you inviting people for a special dinner? and how often do you buy special elements for you dinner? I think the answer to this is more important, than knowing what is the profile of the person, because people change their behaviour depending on lot of factors, which make it more difficult to quantify segments or people profiles. So, my conclusion is that, I would reinterpret every element of the business model. Does anyone agree with me? My idea on this is that each of the elements that integrates a “business model” might be interpreted from a design process.
For example, let’s take: the target costumer segments addressed by a value proposition.
When designing a solution, this solution is addresed to a certain context, where one or varios people are going to be involved.
And so, we need to take into account the whole context where people is addressing the solution. It’s not enough with quantifying the customer segment.
What I mean is… I’ve done just two business plans in my entire life, so this is not my expertise at all. But, if I had to quantify the opportunity of a new desert adressed to especial situations. I would quantify the contexts, instead of the “target segment”, because it will give me more information how often a context and a need associated to that context is repeated than “people profile”.
So, I would ask: how often are you inviting people for a special dinner? and how often do you buy special elements for you dinner?
I think the answer to this is more important, than knowing what is the profile of the person, because people change their behaviour depending on lot of factors, which make it more difficult to quantify segments or people profiles.
So, my conclusion is that, I would reinterpret every element of the business model.

Does anyone agree with me?

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