Abstract
This paper proposes a new service design method, called “4D+BM”, which integrates business model (BM) design into 4D service design. With this integration design, the service itself with the business model can both be achieved while satisfying suppliers’ needs for the provided services. This new approach will use the 4D service design tool [7]: Discover, Define, Development and Deliver. The 4D processes are used to construct the nine building blocks defined in the Business Model Canvas [4] : Customer Segmentation、Value Proposition、Channel、Customer Relationship, Revenue Streams、Key resources、Key Activities、Key Partnership and Cost structure. These nine building blocks will be one by one and sequentially integrated into each stage of the 4D design to generate a complete business model. This thesis first proposes and describes the design of the service modeling methods based on 4D customer-centric design principles, for each of the nine building blocks . These proposed modeling methods will assist the designers to realize clear and fluent design process. Then, as an example, the design of the business model for a cloud-based video conference system, is provided to illustrate the advantages of using this new design approach.The thesis concludes by summarizing the values this new proposed business model design method creates, challenges of this approach, and some future work.