Page 115 - The Design Thinking Playbook

Shelfing principle:
When it comes to describing a whole portfolio, often a structure is missing for the discussion. One pos- The most important benefit of this technique is that it forces the team
sibility is to sort all products, services, and solutions into three shelves: the product, service, and solution to construct their own understanding of the product in a very direct
shelves. and visual manner.
We have had a very good experience by sorting the offerings in the respective shelves. Above the shelves,
we write the categories that the customer would most likely look for. Afterward we arrange the products, This exercise provides a playful yet insightful method to pass on
services, and solutions accordingly. a deeper understanding of the product vision, while promoting
discussion and collaboration between all the stakeholders.
The advantage of this method is that gaps in the offering portfolio, and also synergies, can be detected
quickly. New ideas can be described as boxes as explained (see “boxing“) and then can be sorted on
the shelf. The discussion may relate to attributes such as attractiveness, novelty, strategy contribution,
differentiation, etc.

How does our offer for the perfect kitchen look?
IKEA‘s portfolio in the area of kitchen can be explained well with three shelfing portfolios.

1) Solution portfolio 2) Product portfolio 3) Service portfolio

< Families < Singles < House owner < Families < Singles < House owner < Families < Singles < House owner

Short of space > Cupboards > Planning >
Urban/Modern > Table tops > Delivery >
Upscale > Electric appliances > Assembly >

We offer kitchens in... Our products range from... Our services include...
• Country-style • Cupboards and tables • Planning, delivery, and installation
• Urban for singles and families • Products available in stone, wood, and • Carried out by qualified installation partners or for
• Designs for small spaces laminate look self-assembly
• Refrigerators, hotplates, and ventilation equipment
complement the offer

114