3.
Contoh Kasus dan Perubahan
Idham Ananta
Airbnb – Identifikasi Awal
• Pada tahun 2009, Airbnb hampir bangkrut
• Pendapatan flat US$ 200 per pekan
• Identifikasi awal:
• Dari daftar yang ada, semua foto-fotonya diambil dalam kondisi yang tidak
baik.
• Foto diambil langsung dari kamera smartphone (saat itu), atau diambil dari
internet
• Wajar orang tidak berminat pesan, karena mereka tidak bisa memastikan apa
yang akan mereka dapatkan
Airbnb – Solusi Awal
• Mengunjungi New York
• Menyewa Kamera
• Menghabiskan waktu bersama pelanggan
• Mengganti foto amatir menjadi professional
• Sepekan kemudian, penghasilan naik menjadi US$400 per pekan.
• Kenaikan pendapatan pertama kali selama 8 bulan
It’s okay to Do things that Don’t Scale
“We had this Silicon Valley mentality that you had to solve problems in a
scalable way because that's the beauty of code. Right? You can write one line
of code that can solve a problem for one customer, 10,000 or 10 million. For
the first year of the business, we sat behind our computer screens trying to
code our way through problems. We believed this was the dogma of how
you're supposed to solve problems in Silicon Valley. It wasn't until our first
session with Paul Graham at Y Combinator where we basically… the first time
someone gave us permission to do things that don't scale, and it was in that
moment, and I'll never forget it because it changed the trajectory of the
business”.
JOE GEBBIA, CO-FOUNDER AIRBNB
Airbnb: Membuat perubahan cara kerja
• Setiap anggota tim baru melakukan perjalanan di pekan pertama atau kedua dan membuat
dokumentasi
• Ada daftar pertanyaan terstruktur yang harus mereka jawab
• Membuat anggota seperti “bajak laut”:
• Berlayar dahulu, jika kemudian menjanjikan datangkan lebih banyak kapal…
• Bangun hipotesis kreatif, terapkan perubahan, perhatikan bagaimana akibat yang
ditimbulkan, dan ulangi Kembali.
• Karyawan baru belajar ‘berlayar’ di hari pertama
• Ide dapat datang darimana saja
• Perubahan ikon dari bintang menjadi hati dapat membuat peningkatan engagement sebesar
30%
Ford - Evolution
• Challenge
• Prototype experiments that
reframe a car company’s
place in a rapidly changing
world of mobility.
• Outcome
• Two designed, developed,
and tested prototypes: a pay-
as-you-go insurance offer and
a digital tracker that captures
how cyclists, cars, and public
transport interact in the city.
Perubahan
• Pergeseran dari kepemilikan
menjadi penggunaan
• Beli kendaraan vs ride sharing
• Berbagai cara baru berpindah
tempat
• Bagaimana Ford bisa bertahan?
• Inovasi: Smart Mobility
• Pay as you go insurance
• Infocycle – how bikes traverse the city
and interact with cars and public
transport
• Ford’s open source API, Open XC
Ford’s other smart mobility services
Rockefeller Foundation
• We know there's no silver bullet The Challenge
for complex issues like food
waste—we need engagement • Help reduce the 1.3 billion tons of
with diverse audiences, a range food wasted every year and
of innovative solutions, and, equip food industry players with
above all, collaboration. The the design principles and support
to cut waste further.
Food Waste Alliance is a
platform that can turn ideas into
global solutions. The Outcome
• An array of innovations to help
• Devon Klatell, Senior Associate Director, Food individuals, businesses, and
Initiative, The Rockefeller Foundation governments reduce food waste.
Limbah Makanan
Sepertiga makanan yang dihasilkan dunia (1,3
miliar ton) terbuang percuma (pada proses
produksi maupun dibuang konsumen).
Rata-rata orang amerika membuang makanan
setiap bulan yang cukup untuk diberikan ke
orang lain selama 19 hari.
Food Waste Challenge
• Diikuti oleh lebih dari 20.000 peserta dari 113 negara untuk curah
gagasan terkait solusi masalah limbah/sisa makanan
• 450 ide diseleksi menjadi 12 proposal
• Aplikasi yang membantu orang membeli makanan secara kolektif
• Layanan yang mengantar makanan ekstra dari perusahaan ke yang
membutuhkan
• Pengembangan bioplastics dengan grant US$50.000
• Membangun Food Waste Alliance
• Platform dimana peserta dan experts berinteraksi dengan ide-ide dan inovasi
yang menjanjikan.
• Membantu entrepreneur berbagi sumberdaya, membuat prototype, mencari
pendanaan, merekrut staf dll.
City Harvest
PillPack
• The Challenge:
• Help PillPack, build a venturing strategy for its prescription home-delivery
system
• The Outcome:
• A refined brand vision, strategy, and identity across channels, as well as a
redesigned website, a private dashboard for PillPack customers, and a suite of
physical products.
• Impact:
• PillPack now delivers hundreds of thousands of prescriptions every
month. Amazon bought PillPack in June 2018 for $1 billion.
PillPack
Innova Schools
• The Challenge
• Redesign the K–12 learning experience for a growing network of schools—
from the curriculum to the teacher training to the school buildings—with an
eye toward expansion and a goal to provide international-quality education at
an affordable price.
• The Outcome
• Curriculum, teaching strategies, buildings, operational plans, and an
underlying financial model to run the network of schools and position it to
scale quickly.
• Impact
• Innova has opened over 63 schools in Peru that are serving more than 50,000
students. It is now the largest private school network in Peru and has
expanded to Mexico, where four schools serve more than 1,800 students, as
well as to Colombia, where three schools serve more than 1,600 students.
Innova School
Project Based Learning
• Pilihlah kasus yang ada di sekeliling anda, sebagai project design
thinking anda bersama kelompok
• Pastikan anda punya akses ke calon “user/konsumen”
• Tidak ada batasan skala
• Tidak ada Batasan bidang. Boleh dalam bidang bisnis, sosial, Pendidikan,
Kesehatan dll
