18- How to design products that create new demand, not merely satisfy existing one

Business Design Jam (BDJ) is a new format of Beyond Users podcast. It’s a discussion with a fellow business designer about inspiring business design examples and the learnings we can take from them.

In the first BDJ, I am joined by David Schmidt, a fellow business designer in Berlin, working as a business design partner at United Peers.

Each of us prepared three examples. After a short introduction, we went into details of these case studies and looked for key learnings that we can take away for our projects.

• 00:50 Company Builders (e.g. FinLeap) - Companies that create startups. We focused on company builders that help big corporates create startups.

• 6:30 VanMoof+ - The Dutch bike manufacturer that changed its business model and started selling subscriptions for their bikes (instead of selling them). VanMoof was discussed in the 12th episode of Beyond Users podcast.

• 14:15 - WeChat - A successful example of a platform business model. Even though WeChat is a messaging app, users can use it to pay its utility bills, order a pizza, send gifts to friends etc. The platform is open for 3rd party developers who create apps for WeChat and enable new functions.

• 22:20 Light Phone - A phone that is designed to do as little as possible. A good example of a blue ocean strategy, which combines low-cost and differentiation.

• 29:35 - Sandeman Tour Company - Company offering free walking tours in major European cities. Sandeman works with self-employed tours who are paid with tips. It is an interesting example of a franchise model.

• 36:50 - Warby Parker & Ace and Tate - Understanding industry forces (eyewear industry is dominated by Luxottica) can help us reimagine the product and traditional business model. Warby Parker revolutionized the industry by vertically integrating and offering glasses for $100 (usually $300+).