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GE Conceptual Models GE Software, San Ramon February 19, 2016 How Conceptual Models Improve Software Design Hugh Dubberly Dubberly Design Office presentations.dubberly.com/GE_Conceptual_Models.pdf “Design has also evolved from the design of objects both physical and immaterial, to the design of systems, to the design of complex adaptive systems. This evolution is shifting the role of designers; they are no longer the central planner, but rather participants within the systems they exist in. This is a fundamental shift— one that requires a new set of values.” — Joi Ito Director, MIT Media Lab “Design and Science,” January 11, 2016 Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 2 Traditionally, “products” has meant not just hard goods Product, Service, and Ecologies Diagramsbut also information and services. Product Service Product Service Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 3 Product Service Ecologies In the last 20–30 years, “services” have become a way to deliver “products.”Product, Service, and Ecologies Diagrams Product Service Product Service Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 4 Product Service Ecologies Product, Service, and Ecologies Diagrams Product Service Product Service More recently, services are connecting to integrated systems, forming product service ecologies. Product Service Ecologies Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 5 “. networks of products, services, technology, people, and collective and collaborative interaction are generating value for the populations they serve.” — Jodi Forlizzi, CMU Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 6 iPod is not a stand-alone product; it’s an integrated system— a product-service ecology. Hardware Software Networked Service Marketplace MENU Music Listener iPod iTunes iTunes Store Record Companies Artists Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 7 Amazon’s Kindle-Reader-Wispernet-Store system is another product-services ecology. Hardware Software Networked Service Marketplace Reader Kindle Reader Amazon Store Publishers Authors Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 8 In fact, the Kindle ecology is even more complex. Internet Kindle integrates with Facebook and Converted files can be sent to the Kindle via The Kindle store provides a backup Users can e-mail files for conversion Twitter. Users can share highlighted Wi-Fi or 3G connection, or e-mailed back to library of all purchases titles. to Amazon—at an address reserved book passages. A link is posted on the user who loads them onto the Kindle via for their Kindle. (Amazon charges Facebook and Twitter that connects to a USB cable. $ 0.10 per file) page on Amazon with the highlighted passages. Amazon Digital Kindle Text Platform (DTP) 2 Amazon.com / Twitter / Facebook document Kindle Store converter To publish to the Kindle A Kindle is linked to a user’s Amazon Wi-Fi or 3G wireless Store authors upload a file, 1 account; the device’s settings are internet connection enter metadata about it, configured at Amazon.com. Users buy (included free, subsidized and set a price. DTP allows books and subscriptions to magazines by sharing revenue with AT&T) publishers to edit books, and newspapers from the Kindle store. track sales, and change These are downloaded to the device via prices. Wi-Fi or 3G connection. Audio books and music files must be downloaded to the PC and transferred to the Kindle. eReaders Proprietary AZW format Publishers / Authors User (reader) Second Kindle Friends Kindle PC / Mac iPad iPhone Android BlackBerry User Kindle eReader Kindle for Kindle for Kindle for Kindle for Kindle for Software PC / Mac iPad iPhone Android BlackBerry Users can download Kindle titles 6 times. To share Built in flash with others, the Kindle account must be shared. Kindle Content Types memory (4GB) A user must de-link his Kindle, allow a second user to link to his account, and download a file. E-books E-documents Other document types (PDFs, etc) The Kindle mounts as a mass Audio books storage device when connected Whispersync to a computer via USB cable. USB 1 2 Music files The user can load new files, Whispersync syncs reading Kindle eReader software is Authors create books from Users employ the or remove/backup files on progress, bookmarks, and available for the PC, Mac, iPhone, .txt, .doc, .pdf, and .html files Kindle document converter Newspapers the device. highlighting across Kindle iPad, Android, and BlackBerry. as well as from .mobi files to convert text in .doc, hardware device and other Kindle books can be purchased (a common e-book format). and .html format and Magazines mobile devices. and read on any of these devices. images in .jpeg, Users must have Kindle software .gif, .png, and .bmp. Blogs to purchase Kindle titles. into .mobi format. Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 9 “I think of [the Kindle] as a service. Part of [it] is of course the hardware, but really, it’s the software, the content, it’s the seamless integration of those things.” — Jeff Bezos, founder of Amazon Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 10 Michael Porter writes about systems of systems Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 11 “A ‘platform’ is a system that can be programmed and therefore customized by outside developers—users—and in that way, adapted to countless needs and niches that the platform’s original developers could not have possibly contemplated, much less had time to accommodate.” —Marc Andreessen, co-founder of Netscape and Andreessen-Horowitz Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 12 Remember Blockbuster, Kodak, Nokia, RIM? 46 of the Fortune 100 from 1995 didn’t make the 2015 list. Many no longer exist. As organizations grow older and larger, 1 General Motors* 26 American Intl. Group (AIG)* 51 Fleming 76 Ameritech many of them become siloed; 2 Ford Motor 27 MetLife 52 Johnson & Johnson 77 Home Depot communicating becomes harder; 3 Exxon Mobil 28 Motorola 53 Atlantic Richfield 78 McKesson getting things done takes longer 4 Wal-Mart Stores 29 Boeing 54 Safeway 79 ConocoPhillips and requires more effort; 5 AT&T 30 Target 55 American Express 80 Delta Air Lines progress slows; effectiveness decreases. 6 General Electric 31 United Technologies 56 Sara Lee 81 Goodyear Tire & Rubber 7 Intl. Business Machines (IBM) 32 J.C. Penney 57 Nabisco Group Holdings 82 May Dept. Stores And what makes things worse: 8 Mobil 33 Dow Chemical 58 3M 83 IBP this aging process now takes place 9 Sears Roebuck* 34 GTE 59 Merck 84 New York Life Insurance in the context of increasingly rapid 10 Altria Group 35 United Parcel Service 60 International Paper 85 Anheuser-Busch socio-technological change. 11 Chrysler 36 Fannie Mae 61 Caterpillar 86 Bristol-Myers Squibb 12 State Farm Insurance Cos 37 Citigroup 62 UAL* 87 J.P. Morgan Key 13 Prudential Ins. Co. of America 38 Cigna 63 Verizon Communications 88 Albertson’s Surviving Surviving but reorganized 14 DuPont 39 American Stores 64 Loews 89 SBC Communications Exiting 15 Kmart Holding 40 Merrill Lynch 65 Digital Equipment 90 Intel 16 Texaco 41 Xerox 66 MCI Communications 91 MediaOne Group, Inc. 17 Citicorp 42 Aetna 67 Nynex 92 Archer Daniels Midland 18 ChevronTexaco 43 Eastman Kodak 68 Tenneco Automotive 93 CVS 19 Procter & Gamble 44 BellSouth 69 McDonnell Douglas 94 Rockwell Automation 20 PepsiCo 45 Marathon Oil 70 Lockheed Martin 95 Chase Manhattan Corp. 21 Amoco 46 BankAmerica Corp. 71 Bank of America Corp.* 96 Nationwide 22 Hewlett-Packard 47 Costco Wholesale 72 Honeywell Intl. 97 Columbia/HCA Healthcare 23 ITT Industries 48 Coca-Cola 73 Georgia-Pacific 98 Winn-Dixie Stores 24 ConAgra Foods 49 AMR 74 Chase Manhattan Corp.* 99 Sysco 25 Kroger 50 Supervalu 75 Sprint 100 Compaq Computer Dubberly Design Office · How Conceptual Models Improve Software Design · February 19, 2016 13 1995 2015 General Motors 1 1 Walmart Ford Motor 2 2 Exxon Mobil on whichotherscancreatevalue. valuecomesfromcreating Increasingly, Exxon Mobil 3 3 Chevron Wal-Mart Stores 4 4 Berkshire Hathaway AT&T 5 5 Apple 9 of the 46 the Fortune that companies joined 100 between 1995-2015 businesses their around platforms. built General Electric 6 6 General Motors Intl. Business Machines (IBM) 7 7 Phillips 66 At least 4of that the companies survived are platform-based. Mobil 8 8 General Electric Sears Roebuck 9 9 Ford Motor Altria Group 10 10 CVS Health Chrysler 11 11 McKesson State Farm Insurance Cos 12 12 AT&T Prudential Ins. Co. of America 13 13 Valero Energy DuPont 14 14 UnitedHealth Group Kmart Holding 15 15 Verizon Texaco 16 16 AmerisourceBergen Citicorp 17 17 Fannie Mae ChevronTexaco 18 18 Costco Procter & Gamble 19 19 HP PepsiCo 20 20 Kroger Amoco 21 21 JP Morgan Chase Hewlett-Packard 22 22 Express Scripts Holding ITT Industries 23 23 Bank of America Corp. ConAgra Foods 24 24 IBM Kroger 25 25 Marathon Petroleum American Intl. Group (AIG) 26 26 Cardinal Health MetLife 27 27 Boeing Only 3 ofOnly that the companies dropped out were platform-based. Motorola 28 28 Citigroup Boeing 29 29 Amazon.com Target 30 30 Wells Fargo United Technologies 31 31 Microsoft J.C. Penney 32 32 Procter & Gamble Dow Chemical 33 33 Home Depot GTE 34 34 Archer Daniels Midland United Parcel Service 35 35 Walgreens Fannie Mae 36 36 Target Citigroup 37 37 Johnson & Johnson Cigna 38 38 Anthem American Stores 39 39 MetLife Merrill Lynch 40 40 Google Xerox 41 41 State Farm Insurance Aetna 42 42 Freddie Mac Eastman Kodak 43 43 Comcast BellSouth 44 44 PepsiCo Marathon Oil 45 45 United Technologies BankAmerica Corp.
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