MODELLING IN BUSINESS MODEL DESIGN:REFLECTIONS ON THREE EXPERIMENTAL CASES IN HEALTHY LIVING
Year: 2015
Editor: Christian Weber, Stephan Husung, Marco Cantamessa, Gaetano Cascini, Dorian Marjanovic, Srinivasan Venkataraman
Author: Simonse, Lianne W.L.; Badke-Schaub, Petra
Series: ICED
Institution: Delft University of Technology, The Netherlands
Section: Design Theory and Research Methodology, Design Processes
Page(s): 309-318
ISBN: 978-1-904670-65-0
ISSN: 2220-4334
Abstract
This paper reviews the origins of modelling in design theory and reflects on its application within the new mode of innovation: business model design. Three main principles of modelling are identified in association to design theory: (1) modelling as a visual reasoning, as a (2) prescriptive aggregation of complex systems, as the (3) creation of an artefact. Drawn from designer s experiences in three experimental cases of healthy living, three additional principles of business modelling are identified: (1) prescriptions of value exchanges in network model visualisations, (2) modelling as a shared vision, communication and commitment of multiple actors and as (3) dynamic modelling across time zones. The paper proposes that by modelling, designers can offer a useful contribution to business model design.
Keywords: Modelling, Business Models And Considerations, Product Modelling, Design Methodology