This document discusses the business model canvas as a tool for understanding a company's business model. It provides an overview of the business model canvas, including its key components like customer segments, value propositions, and revenue streams. The document then discusses how the business model canvas can be relevant for UX practitioners by helping capture goals, understand customers, and expand the focus from products to surrounding services. It provides an example workshop application of using the canvas to ideate innovations for the business model of a company like Microsoft.

1. Business model
canvas

2.  What is a business model and the canvas?
 Why is it relevant to UX?
 How to use it
 Workshop
 Debrief – What do you think, is this relevant to
UX?
2
Business model canvas

3.  In short, the concept by which the company
makes money
 Bait and hook: HP and Gillette, the printer is
cheap the ink cartridges are expensive
 Facebook: Remember when something is
free, you are the product.
 Or the plainly ”we make cheap products that our
customers buy”
3
What is a business model?

4.  Created by Alexander Osterwalder as his Ph.d
 Has a huge hype around it
 Communicated in an easy format in:
4
Business model canvas

5.  Or as someone told me yesterday :”The ”pixi-
book” for people who don’t know business”
5

6. 6
The Canvas
Effectiveness Value

7. 7
Different areas of attention

8.  A way to structure and communicate business
models
 Fast visual prototype to get the birds eye view
 Doesn’t require a master in business
8
Why business model canvas

9.  Expand innovation focus from the product to the
service around it
 Capturing high level goal/requirements
 Understanding your customers/projects success
 A part of turning UX into more than ”feel good”
 And we already know the approach and mind set
 Design thinking - trial and error
 Personas
 Prototyping and visualization
 Future scenarios
 Ideation
9
Why do UX people need this?

10. 10
VELUX control pad
Customers of electronic
VELUX products
Larger installation (200
products)IO-Home control
A new interface for a
remote control

11. 11
VELUX control pad
Customers of electronic
VELUX products
Larger installation (200
products)
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
IO-Home control
A new interface for a
remote control

12. 12
VELUX control pad
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
A remote control?
IO-Home control

13. 13
VELUX control pad
Fit in peoples
home, quality, measur
ed against smart
phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
A remote control?
IO-Home control

14. 14
VELUX control pad
Fit in peoples
home, quality, measur
ed against smart
phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
3. Party sellers
Get it with each window
A remote control?
IO-Home control

15. 15
VELUX control pad
Fit in peoples home,
quality, measured
against smart phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce,
aesthetics)
Hans (Tech
savvy)
The installer?
IO-Home control
3. Party sellers
Get it with each window
A remote control?

16. 16
VELUX control pad
Fit in peoples home,
quality, measured
against smart phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce,
aesthetics)
Hans (Tech
savvy)
The installer?
The installer?
IO-Home control
3. Party sellers
Get it with each window
Customer support
A remote control?

17. 17
VELUX control pad
Fit in peoples
home, quality, measur
ed against smart
phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
The installer?
The installer?
IO-Home control
3. Party sellers
Get it with each window
Customer support
A remote control?
Customer support
Informing the installer?

18. 18
VELUX control pad
Fit in peoples home,
quality, measured
against smart phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
Customer support
Manuals, tone of voice
Informing the installer?
The installer?
The installer?
IO-Home control
3. Party sellers
Get it with each window
Customer support
A remote control?

19. 19
VELUX control pad
Fit in peoples
home, quality, measur
ed against smart
phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
Informing sales
organization
Customer support
Manuals, tone of voice
Informing the installer?
The installer?
The installer?
Sales organisation
IO-Home control
3. Party sellers
Get it with each window
Customer support
A remote control?

20. 20
VELUX control pad
Fit in peoples
home, quality, measur
ed against smart
phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
Informing sales
organization
Customer support
Manuals, tone of voice
Informing the installer?
The installer?
The installer?
Sales organisation
Brand
- Quality
- Design
- Home commodities
IO-Home control
3. Party sellers
Get it with each window
Customer support
A remote control?

21. 21
VELUX control pad
Mjølner informatics
- UX design
- Touch GFX
Production, many
units, low-energy
hardware
Development cost
Fit in peoples
home, quality, measur
ed against smart
phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
Informing sales
organization
Customer support
Manuals, tone of voice
Informing the installer?
The installer?
The installer?
Sales organisation
Brand
- Quality
- Design
- Home commodities
IO-Home control
3. Party sellers
Get it with each window
Customer support
A remote control?

22. 22
VELUX control pad
Mjølner informatics
- UX design
- Touch GFX
Production, many
units, low cost
hardware
Development cost
Fit in peoples
home, quality, measur
ed against smart
phones
A home control unit?
Customers of electronic
VELUX products
Larger installation (200
products)
Opening windows out
of arm reach?
Pierre
(Nervous of
tech)
Claire
(Convenien
ce, aesthet
ics)
Hans (Tech
savvy)
Informing sales
organization
Customer support
Manuals, tone of voice
Informing the installer?
The installer?
The installer?
Sales organisation
Brand
- Quality
- Design
- Home commodities
Selling more windows through
added value
Selling the remote as stand
alone
IO-Home control
3. Party sellers
Get it with each window
Customer support
A remote control?

23. 23

24.  Starting with value proposition
We want to make this product
 Starting with customers
Our strategy is to get more customers
from this segment
 Starting with resources
We have all this data, how can we
make a product/service of it
24
Focus areas
Ressource driven Offer driven Customer driven Finance driven Multiple epicenter

25.  Starting with finance
Pricing, buy, rent, price pr. use.
Reduction of costs
 Multiple starting points
25
Focus areas

26.  A little exercise lets see how far we get.
 Discuss in groups how you would innovate a
business model
 Case suggestions:
 Microsoft
 Electrical cars
 Book publishing
 Dell – a desktop computer producer
 DSB – public transportation
 Hipster’n hike (for those of you that where at the bootcamp :)
 <Your idea here>
26
Workshop

27.  Is this the way UX is/should be going?
 Service design and UX
 Would it work in your organization?
 Criticism of the business model canvas
27
Debrief

28.  Business model canvas:
http://www.businessmodelgeneration.com/canva
s
 Business model cavas in 2 min:
http://www.youtube.com/watch?feature=player_
embedded&v=QoAOzMTLP5s
 Lean canvas, more focus on the product:
http://leancanvas.com/
28
Links

29. Mjølner Informatics A/S
Finlandsgade 10
DK-8200 Aarhus N
Tlf.: +45 70 27 43 43
CVR: 1257 8970
info@mjolner.dk
www.mjolner.dk
@knorskov
kno@mjolner.dk
Kim Nørskov
I’d love to hear your comments