DG512 Business Model Design is an assignment within the Industrial Design Bachelor Program at the Eindhoven University of Technology. It is part of the Competency Area Business Process Design. Industrial Design students develop their business acumen during an intensive, pressure-cooker, workshop-based 6 weeks assignment by designing the business model for a real-life business case and deploying their design skills by building a tangible representation of the business model. DG512 Business Model Design is an experiment at the intersection of Education, Research, and Business. The responsible teacher for DG512 Business Model Design is Camilla van den Boom MSc, Department of Industrial Design at Eindhoven University of Technology.

1. Designing Tangible Business
Models
DG512 Assignment Business Model Design
Spotify 2011-2012
An experiment at the intersection of Education, Research and Business
Eindhoven University of Technology
Department of Industrial Design
Competency Area Business Process Design
Camilla van den Boom MSc
DG512 Assignment 3 2011-2012 Spotify

2. “I thought business modeling was a
commercial process, but it is not. The
commercial part of it is the selling
aspect. Business modeling is a design
process. I really enjoyed to hack the
canvas every week.”
Industrial Design Student
Eindhoven University of Technology

3. The DG512 weekly habit of hacking the business model canvas

4. What is this about?

5. Business…

6. …and design

7. …becomes business design

8. DG512 Assignment Business Model Design
Camilla van den Boom MSc
Designing Tangible Business Models
An experiment at the intersection of Education,
Research and Business
Eindhoven University of Technology
Department of Industrial Design
Competency Area Business Process Design
2011-2012

9. Expectations?

10. Industrial Design Student
“This business modeling assignment
seems to be a wise thing to do for me
being an Industrial Design Student. It
might be wise for me being a designer
to develop this competency area.”

11. Industrial Design Student
“I visited a workshop before on
business models. It seems to be an
interesting area. It is better to do this
at an earlier stage in my studies. It is
better for my designs.”

12. Industrial Design Student
“I am lacking in the Industrial Design
competency area ‘Business Process
Design’, so I need to be here. I never
liked ‘business’. I am here because I
need to be here.”

13. Industrial Design Student
“I am interesting in the combination
between business and design. How to
combine business with design. I would
like to learn more about the business
side of design.”

14. Industrial Design Student
“I have heard about this business
modeling assignment. I am interested
in seeing things from a different
perspective. I red the description of
the business modeling assignment
and it immediately got my attention.”

15. Industrial Design Student
“I have never done anything with
business before. This is the first time.
I would like to learn how to integrate
‘Business Process Design’ into my
projects.”

16. Industrial Design Student
“I am interested in working with
different stakeholders. The business
model canvas seems to be a good
model for doing that. It seems to be a
good basic structure to hold on to. I
need that.”

17. Industrial Design Student
“I prefer to work with models instead
of big chunks of text.”

18. Guiding rules

19. Help me to help you

21. Pressure cooker concept (theory,
practice, feedback and homework)

23. Learning by experience and never
stop asking the right questions

25. Feedback is your own responsibility

26. Case

33. The
Music
Industry

34. A dynamic market
a global industry
characterized by
many players and
fierce competition

36. The role of music in peoples’ lives
“Music is something most people
love, that no one dislikes and that
touches everyone throughout their
lives”
BrandAmp study, Millward Brown, 2007

38. “We are going to
provide music to everyone
(any time, any place)
for free
in a legal way”
www.spotify.com

39. “Our dream is to collect all the
world’s music and make it
accessible to everyone.”
www.spotify.com

40. “Spotify aggregates content
from right holders, distributes it
to consumers through the
technical platform and
monetizes both through a free,
ad funded service, and a
subscription service.”
www.spotify.com

41. Assignment

42. “What does the business model look
like?”

43. “How to build a tangible business
model?”

44. Combine business and
design!

45. Lectures

46. What is it all about?

48. WHAT DOES (S)HE THINK AND FEEL?
What is important?
Sorrows?
Aspirations?
WHAT DOES (S)HE HEAR?
WHAT DOES (S)HE SEE?
What do friends say?
What does the boss say?
What do media influencers say?
Environment?
Friends?
Market offer?
WHAT DOES (S)HE SAY AND DO?
Attitude in public?
Appearance?
Behaviors?
PAIN
GAIN
Fears?
Frustrations?
Obstacles?
Requests and needs?
Measures of success?
Obstacles?
www.xplane.com

51. The Business Model Canvas
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
KEY RESOURCES
WHAT IS THE
VALUE PROPOSITION?
COST STRUCTURE
RELATIONSHIPS
CUSTOMER SEGMENTS
CHANNELS
WHO IS THE
CUSTOMER?
REVENUE STREAMS
www.businessmodelgeneration.com

54. The Business Model Canvas
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
RELATIONSHIPS
CUSTOMER SEGMENTS
HOW DO WE
ENGAGE THE
CUSTOMER?
KEY RESOURCES
WHAT IS THE
VALUE PROPOSITION?
WHO IS THE
CUSTOMER?
CHANNELS
WHAT
CHANNELS
DO WE USE?
COST STRUCTURE
REVENUE STREAMS
WHAT DOES IT BRING IN
TERMS OF REVENUES?
www.businessmodelgeneration.com

57. The Business Model Canvas
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
RELATIONSHIPS
HOW DO WE
ENGAGE THE
CUSTOMER?
WHAT ARE
THE KEY
ACTIVITIES?
WHO ARE
THE KEY
PARTNERS?
KEY RESOURCES
CUSTOMER SEGMENTS
WHAT IS THE
VALUE PROPOSITION?
WHAT ARE
THE KEY
RESOURCES?
COST STRUCTURE
WHAT DOES THE
COST STRUCTURE LOOK LIKE?
WHO IS THE
CUSTOMER?
CHANNELS
WHAT
CHANNELS
DO WE USE?
REVENUE STREAMS
WHAT DOES IT BRING IN
TERMS OF REVENUES?
www.businessmodelgeneration.com

60. Homework

63. Storytelling

64. Pitching to an external panel

71. Tangible business models

75. Final report

80. Evaluation

81. Industrial Design Student
“This business model assignment
made the combination between
business and design clear. I learn how
the business will look upon my
product. I learned how to use business
in design. Business modeling is very
useful in the design process.”

82. Industrial Design Student
“This business model assignment was
a first introduction to business. It is a
good way to start an education. I will
bring these insights with me in the rest
of my education.”

83. Industrial Design Student
“I thought business modeling was a
commercial process, but it is not. The
commercial part of it is the selling
aspect. Business modeling is a design
process. I really enjoyed to hack the
canvas every week!”

84. Industrial Design Student
“I learned a lot. I now know how to set
up a business and a business model. I
am curious about the rest!”

85. Industrial Design Student
“Since I started this business model
assignment, I start to see business
model canvases in all settings. There
are business models everywhere!”

86. Industrial Design Student
“This assignment was a rollercoaster,
with a clear stop at the end. I now see
the light and I now can discover. I
learned how business is created in the
real world. I now look differently upon
business.”

87. Industrial Design Student
“The tangible designs of the business
model made it more clear. I now use
the business model canvas to look
differently on design.”

88. Industrial Design Student
“It is not only the business model
canvas. It is also the process behind
business modeling. To think about it.
To present it. To keep improving it. To
pitch it again. By working iteratively
with the canvas, it became more clear
along the way.”

89. Industrial Design Student
“I like the way we presented. How we
were taught how to pitch our ideas in
front of an audience.”

90. Industrial Design Student
“It is nice to see that everybody told a
different story with the business model
canvas.”

91. Industrial Design Student
“I learned a lot about enthusiasm. The
enthusiasm that is needed to get an
audience interested. It is not only
about business. It is also about
presenting and showcasing your
ideas, and telling your story.”

92. Industrial Design Student
“I really enjoyed the positive attitude.
How we during this assignment only
got feedback on what we did very
well. Our strengths were highlighted.
You never brought forward the
negative aspects of our work. We
learned from the positive aspects, and
from each other.”

93. Industrial Design Student
“Many teachers and coaches bring out
the negative parts in our work and
performance. It is never good enough.
That is not productive. It is the good
things that you have to move on with
and to further develop.”

94. Industrial Design Student
“I learned that I do not have to do all
of it. I need to focus on the part that I
am good at. It is about going from
being good to being great. This is a
much better way of using your own
qualities. The education system can
learn a lot from this. And… I learned I
had a skill I did not know! Presenting!”

95. Industrial Design Student
“The way we were taught to give
feedback to each other was great. We
saw the business model iterations and
the tangible design develop every
week and we could support each other
along the way. We were taught to
define what we liked in other people’s
designs.”

96. Industrial Design Student
“We see a lot of different ways of
presenting. It tells us that people work
differently and that there are different
ways to reach the same results. We
saw diverse things and learned from
all of it.”

97. Industrial Design Student
“This assignment was inspiring me.
Normal business lectures are boring.
Normally, there are professors talking
and us students taking notes, trying to
remember as much as possible. It is
hard to understand. The message does
not get across. It is dull and boring.
This assignment was based on actualities. It was interactive. It was fun.”

98. Industrial Design Student
“We were kept motivated to enhance
the deliverables every week. It was
great to deepen our knowledge about
one specific business case and to
learn from it, step by step. The energy
and enthusiasm stimulated us. I really
enjoyed it.”

99. Industrial Design Student
“I really liked this assignment. Your
enthusiasm. Everybody spent time on
their homework. Your enthusiasm got
me excited and made me work. We
had the history part in all lectures.
Then we had Camilla dancing, talking
about business models.”

100. Industrial Design Student
“I forgot time and place when working
on this assignment.”

101. Industrial Design Student
“Business Process Design is fun and
interesting. The combination of
business and design rocks!”

102. For more information, please get in touch
Camilla van den Boom MSc
Designing Tangible Business
Models
Eindhoven University of Technology
Teacher DG512 Assignment Business Model Design
Department of Industrial Design
DG512 Assignment Business Model Design
About.me
camillavandenboom
Philips
LinkedIn Ambient Light Experience Hospital 2010-2011
camillavandenboom
Twitter
@camillavandenbo
Email
c.b.v.d.boom@tue.nl
An
Tel experiment at the intersection of Education, Research and Business
+31624158694
Eindhoven University of Technology
Department of Industrial Design
Competency Area Business Process Design
Camilla van den Boom MSc