Framework Tutorials

Abstract

In the framework tutorial chapter we aim to apply the discussed frameworks and togehter work through concrete deep dives on how to do it in practice via described step by step processes. These frameworks are Market Understanding, Design Thinking, Design to Value and Modularization. We start of with looking at how the concept of “jobs” and “circumstances” can be used in practice to derive both the criteria on how to break down a market into distinct segments, and to develop a deep understanding of the customer needs in each particular segment. With a methodological framework that puts Christensen’s concept into the context of product development, we will explore and illustrate the specific way on how to derive customers’ jobs to be done, their circumstances, as well as answer technical and architecturally relevant questions. To do so and make learnings more tangible, we will use a case study to exemplify how methodology can be used in practice. The overall methodology (see Fig. 9.1) is thus worked through via an example from a Dutch company producing “Omafiets” bicycles.

Co-authored by Tobias Wedig, with contributions by Dr. Marko Brammer and Tobias Lamm.