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Future Proof Design

Simone Cicero /@meedabyte Barcelona Design Thinking Week 13

Ideas to design Resilient, Enduring and Meaningful Businesses (&products)


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'.


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 largescale short selling.
David De Ugarte, Las Indias


From Albert Canigueral,

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

Cant 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 cant.

Designing products for today

is that complicated

July 10, 2008

Apple launched the appstore making the phone a platform for use case innovation

No more monolithic products

Modularity Customizability Hackability


Make & Sell

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


INNOVATION: where to go?

User Centric

Community Centric


no more just a fancy word to use at work

We take to heart what our community thinks of us. Its 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?

behaviors transactions relations

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.

ILC Cycle

Illustration by Simon Wardley -

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, youd 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

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

Community Centric

Commons 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 others 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 whats right for our customers. We all engage in analysis, measurement, predictions, evaluations
From Valves Handbook for new Employees

Its not only about product design, its 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 ( and is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License ,

To view a copy of this license, visit

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?


iOS App store

New Use Cases

Ad interaction


Developers Indie studios

App checking Promotions WWDC

Cash flows for devs Brand visibility

App purchase

App review
App recommen.

Dev houses

App store IDE

Tech Firms SMBs

AD network Payment GW

Apps purchase / Money

Reviews / Cred

30% fee on transactions IDE access fee


Starting a blog New Use Cases Premium Theme purchhase Purchases on Third party shops Upgrading a blog

Third party stores/ecosystem Browser providers Developers

Developers Bloggers

Wordcamp Runnnig

Personalized L&F Brand visibility

Tech Firms Wordpress SW WP backends LAMP Stack Third Party marketplaces upgrades / Money

Reviews / Cred Free Code

Fees for services Theme upgrades / Money

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

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