Designing platform gravity – Attracting producers to multi-sided online platforms

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Sarvas, Risto Baumann, Christian 2016-12-08T13:11:45Z 2016-12-08T13:11:45Z 2016
dc.description.abstract “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate” (Goodwin, 2015). In his recognized article The Battle Is For The Customer Interface, Goodwin points to a major economic development of the recent years: Multi-sided online platforms, marketplaces that match two or more distinct groups of participants, while utilising their participants assets, are on the rise. In this context, Parker et al. (2016, ix) describe the rise of the platform as business model therefore as “[...] one of the most important economic and social developments of our time”. Designing multi-sided online platforms is far from trivial and many fail as consequence of poor design as Roth (2015) emphasises. This thesis represents a basis for platform design research and thereby addresses an identified gap in academic research. Furthermore, it aims to provide guiding theory for practitioners to design successful platforms. The research focused on the attraction of producers to multi-sided online platforms through de- sign. Design is hereby relating to a strategic application of User Experience design with a focus on the User Experience elements of strategy, scope and structure as introduced by Garrett (2000). The thesis aimed to address the main research question how strategic experience design could support platform owners in attracting and retaining producers to multi-sided online platforms. It was answered through the development of a platform design framework. Furthermore, the identification of common practices for the design of the platform offering towards producers completes the results. The developed results are based on an interdisciplinary literature research and the analysis of 13 established platforms across industries. The approach and structuring of the findings enabled the identification of replicable design principles as well as an iterative frame-work development. Within the developed framework, Information, Tools, Services and Rules were identified as Design Elements. The elements are applied to form the platform Design System. Said system consists of the spheres Core-Interaction Benefits, Trust, Safety and Added Benefits. Combined they shape the overall platform Interaction Experience which comprises the Connection Process and the Core Interaction Flow, a cycle of five interaction segments. en
dc.format.extent 93+64
dc.language.iso en en
dc.title Designing platform gravity – Attracting producers to multi-sided online platforms en
dc.type G2 Pro gradu, diplomityö fi Taiteiden ja suunnittelun korkeakoulu fi School of Arts, Design and Architecture en
dc.subject.keyword platform en
dc.subject.keyword network en
dc.subject.keyword ux design en
dc.subject.keyword strategic design en
dc.subject.keyword service design en
dc.subject.keyword idbm en
dc.subject.keyword business design en
dc.identifier.urn URN:NBN:fi:aalto-201612085698
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.contributor.supervisor McGrory, Peter
dc.programme fi

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