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Exploring Human Centered Design Business Models

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Exploring HCD BM

Last week, Am I a Designer organized a workshop about Business Models to see how Human Centered Design can be incorporated into business models. With a mixed group of designers, entrepreneurs, researchers, students, teachers, architects and matchmakers we explored how collaborating with local communities, user participation in all processes and making social impact can be transformed into business cases.

After a short introduction about Human Centered Design and Am I a Designer, we started with looking at the values and challenges of Human Centered Design. In small groups we discussed the possible value propositions, costumers segments and revenue models that human centered design can have and made short scenarios which each consisted of one value proposition, one customer segment and one revenue model.

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We placed these short scenarios in a 2by2 matrix on the wall, where we could see which scenarios would have a short or long implementation time and would make small or big revenues. After the break the contestants developed these scenarios further and at the end of the workshop we presented the scenarios to each other by placing them on a timeline from possible implementation now, to implementation in the future. The six final scenarios were all different, going from education systems, to elderly services, and from services for companies to projects in municipalities. The HCD scenarios that were made can be seen as business cases, and out of these business cases we can extract multiple business models. Some scenarios were very broad and can provide different business models, other scenarios were already quite specific and detailed into one direction.

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What’s next?

This Wednesday workshop was a successful evening, with new ideas, inspiration and connections! A diverse group of people came to the DesignThinkers Studio at the Herengracht to join us in brainstorming and co-creating new human centered design business models. A big thank you for all the contestants for giving valuable input to my graduation project, and I look forward to working with all of you again! I will use the outcomes of this workshop to develop several business models for Am I a Designer and show in an implementation timeline how and when these business models can be interesting for Am I a Designer.

The various cases and business models will also be available for everyone interested at our/the LinkedIn group: AIaD Human Centered Design Network. This Linkedingroup is open for everyone interested in Human Centered Design to share and connect insights, research and tools.

Author: Sam

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Tagged: #design, business models, co-create, co-design, design thinking, designer, human centered design, IDEO, scenarios, teacher

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