"Exploring how Service Design can be used to support the Business Model Canvas"
Authors
Christensen, Stine ; Kopecka, Marcelina Agnieszka
Term
4. term
Education
Publication year
2020
Submitted on
2020-05-27
Pages
201
Abstract
This master’s thesis investigates how service design can support entrepreneurs in developing their business models with the Business Model Canvas (BMC) at the Aalborg University Incubator. Building on a case study of the incubator’s BMC workshop, the authors designed and iteratively tested workshop formats and individual sessions, including two online workshops and four individual sessions prompted by COVID-19. Through interviews, observations, and user tests, specific service design tools (Personas, Actors Map, and Customer Journey) were examined alongside the BMC to understand advantages, limitations, and potential biases when applied in a business context. Findings indicate that service design can support BMC development, increase entrepreneurs’ confidence, foster a more holistic view of the venture, and spark new ideas and directions. The visual, co-creative nature of service design encouraged creativity, and using service design tools proved more effective in teams or individualized sessions with a business developer or service designer than in general workshop settings. The thesis offers recommendations for business developers, entrepreneurs, and service designers on integrating service design tools, methods, and mindsets to enhance BMC-based business model development.
Denne kandidatafhandling undersøger, hvordan servicedesign kan bruges til at støtte entreprenører i udviklingen af deres forretningsmodeller med Business Model Canvas (BMC) i Aalborg University Incubator. Med udgangspunkt i et casestudie af inkubatorens BMC-workshop blev workshopformater og individuelle sessioner designet og iterativt afprøvet, herunder to online workshops og fire individuelle sessioner som følge af COVID-19. Gennem interviews, observationer og brugertests blev specifikke servicedesignværktøjer (Personas, Actors Map og Customer Journey) undersøgt i samspil med BMC for at forstå fordele, begrænsninger og mulige bias ved anvendelse i en forretningskontekst. Resultaterne viser, at servicedesign kan støtte udviklingen af BMC, øge entreprenørers selvtillid, give et mere holistisk blik på virksomheden og stimulere nye idéer og retninger. Den visuelle, samskabende karakter af servicedesign fremmede kreativitet, og arbejdet med servicedesignværktøjer fungerede bedre i team eller i individuelle sessioner med en business developer eller servicedesigner end i generelle workshopformat. Afhandlingen munder ud i anbefalinger til business developers, entreprenører og servicedesignere om, hvordan servicedesigns værktøjer, metoder og tankesæt kan integreres for at styrke BMC-baseret forretningsudvikling.
[This apstract has been generated with the help of AI directly from the project full text]
Keywords