Page 236 - The Design Thinking Playbook

EXPERT TIP

Build the bridge from a concept
to a scaling solution

Normally, our design thinking journey ends with the concept. We have
already successfully demonstrated desirability, technical feasibility,
and economic viability. But we are still a long way from scaling the
solution. In the next phases, business design and product develop- Experiments
ment are frequently done separately; from our experience, it is profit-
able to create the development paths for the customers, the business, MVP
and the product in close collaboration. Development (Minimum
viable
product)

The iterative service development, for example, can be done in
close contact with the customer. With customer experience chains, Learn
service blueprints, mock-ups, test Web sites and apps,and so forth,
it is easier than ever to perfect services iteratively and in ever faster
cycles with the customer. Business design can also be done in close
contact with the customer. The business model is tested, adapted, Problems not worth Problem/ Problem/ Product/
and refined. All the other components, from marketing up to the value solving Customer fit Solution fit Market fit Scale
proposition, can be tested and developed with lead users or potential
customers. Good business design is characterized by the fact that
an obvious market opportunity is identified and transformed into a
scaling business.
Furthermore, customers must be developed and won over during the Business design Customer
development phase in order to increase the probability of a scal- (desirability)
ing business in the end. Steve Blank calls this approach customer Customer development
development. Business
Product/service (viability)
development
Product/
service
(feasibility)

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