Delivering Balanced Products with the Three Circle Model
Developing solutions to customer problems is complex balancing act. Solutions need to be feasible from a technology perspective, economically viable from a business perspective, and desirable from a user perspective. This session is an invitation for teams to shift their thinking from developing a product to delivering a holistic solution that balances business, usage, and technology.
The Circle-Model is both a taxonomy and a prescribed approach to develop holistic solutions. The Three-Circle Model was inspired from prior models, such as Don Norman’s “Three-Legged Stool” for product which included technology, marketing, and user experience.
The Three-Circle Model is based on the three fundamental perspectives need for a balanced and compelling solution; Business, Usage, and Technology. The Business circle represents the economic viewpoint. A solution must be marketable, profitable, and affordable. The Usage circle represents the conceptual viewpoint. A solution must be desirable, usable, and useful. The Technology circle represents the implementation viewpoint. A solution must be manufacturable, functional, and consumable (by the industry and associated ecosystems). These three circles can be arranged in Venn diagram with overlaps for Value, Capability, and Ingredients.
The Three-Circle Model forms a cohesive and consistent taxonomy that can be used by organizations as the basis of a shared vocabulary, thereby reducing misinterpretations and wasteful communication churn. The model is also the underlying architecture for a solution life cycle.