Page 289 - The Design Thinking Playbook

What are the factors of success for the transformation of What are the dimensions to be taken in due consideration?
the business models?

If we opt for a redefinition of our current core strategy, for instance, When we want to design a new digital model for our company, four elements are absolutely critical to
it can be done on different levels. We can take a closer look at our success from our experience alongside the focus on the needs of people: the operating model, the adapted
specific value proposition and how it is generated, and optimize it. technology, the digital business model per se, and, increasingly, the business ecosystem.
In so doing, we should always have an eye on the entire business We can outsource a sub-function, for example, from our core business to an actor in the ecosystem in
ecosystem and our partner network because digitization facilitates order to benefit from an expanded customer access. Or we already have established partnerships that we
new business models based on partnership or open business models. can profitably use for testing an MVE (minimum viable ecosystem). In addition, some thought should be
Alongside the constant screening of new technologies, heed must be expended on how complementary advantages through the combination of established platforms and digital
paid to innovations and breakthroughs in the lower market segments services might be realized (e.g., a combined offering through a centralized touch point with the customer).
(jugaad or frugal innovation). The drivers can be identified by the re- In the definition of the model, it is vital to keep an eye on the big picture and at the same time explore it
spective signals that are relevant to the industry in question (e.g., IoT with minimal functions (MVP and MVE).
and Industry 4.0); by trends in business models (e.g., shared economy);
or technological revolutions (e.g., blockchains). The transformation of
the employees is something not to be underestimated. We need new
digital skills and must find ways for our workforce to acquire them.

DIGITAL
VISION CONTENT BUSINESS MODEL PLATFORM
Business model (information, product) (experience) (internal, external)

Product information Digitized business processes Other business processes
Price Communities Customer data
Use cases Co-creation Technology
IDEATE
Technology RESULT PROTOTYPE ALIGNMENT Digital products Interfaces Proprietary hardware
AND TARGET TEST ... Customer journeys Public networks
Touch points ...
...
Operating model
SKILLS
BUSINESS
ECOSYSTEM DESIGN
Value streams
Win-win situation for all actors
288 MVEs