Designing business models for digital service design
Laakso, Neea (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112231076
https://urn.fi/URN:NBN:fi:amk-2023112231076
Tiivistelmä
This thesis's primary objective was to understand value and its creation while designing a business model for a digital service design agency known as "the case company”. The agency aims to explore new business opportunities in the context of continuous learning, specifically within universities. The study followed a case study approach, focusing on co-creating value between the case company and its university customer group.
The research framework explored value through service-dominant and service logics, incorporating the B2B Elements of Value framework. It also delved into business models and development, utilising design thinking principles and service design methods. The Service Logic Business Model Canvas (SLBMC) served as the primary framework, integrated with the Double Diamond model by Design Council and service design methods.
The case study has provided valuable insights into the case company's customer base. Key findings highlight the co-creation of value, with collaboration being a crucial part of this process. This collaborative effort results in various types of value, spanning both objective and subjective aspects. Consequently, the design of business models should be based on in-depth customer understanding, acknowledging the diverse nature of value creation.
The research framework explored value through service-dominant and service logics, incorporating the B2B Elements of Value framework. It also delved into business models and development, utilising design thinking principles and service design methods. The Service Logic Business Model Canvas (SLBMC) served as the primary framework, integrated with the Double Diamond model by Design Council and service design methods.
The case study has provided valuable insights into the case company's customer base. Key findings highlight the co-creation of value, with collaboration being a crucial part of this process. This collaborative effort results in various types of value, spanning both objective and subjective aspects. Consequently, the design of business models should be based on in-depth customer understanding, acknowledging the diverse nature of value creation.