Print Email Facebook Twitter Shaping the self-service capstone for bol.com's online marketplace Title Shaping the self-service capstone for bol.com's online marketplace Author Van Walt Meijer, Q.J. Contributor Simonse, L.W.L. (mentor) Roscam Abbing, E. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Master of Science Strategic Product Design Date 2016-03-01 Abstract Bol.com hosts an online marketplace for transactions of consumer goods offered by other collaborators. Collaborators choose to sell on bol.com, since they are the number one online retailer in the Netherlands and Belgium serving 6.2 million customers with 1 million visits per day. Focus is laid on enabling scalable network expansion of bol.com’s online marketplace. This expansion will become beneficial by bringing in expertise through their collaborators. The graduation project aims to shape a self-service capstone that facilitates their submission of content (product information). Design thinking is acknowledged and recently much appreciated by companies that pursued conventional iterative processes. Design thinking is integrated in the process steps of the project. Starting with understanding the context, followed by empathizing with collaborators, facilitating collaboration sessions, creation of service proposition/design and ending with enabling bol.com. A model of the self-service capstone is proposed with attributes that contribute to a seamless self-service experience. A capstone was used as inspiration due to its crucial nature as a top stone used in architecture for balance. By immersing in the world of the collaborators several strategic opportunities arose. Interviews were held that lead to the creation of a collaborator journey. Results showed, of all collaborators, currently business sellers face the biggest struggles. Despite their effort their content is not always shown on the webshop. Focus is laid on business sellers in the next steps due to their lack in control and having the least powerful position in the network of collaborators. Co-creation sessions were held with carefully selected business sellers and internal employees for ideation on the submission of content. Results were seven inspiring and thought through ideas. An internal rating session was held at bol.com based on four iterated and drawn-out co-creation concepts. Selected bol.com stakeholders were asked to join in a rating session, where criteria were based on attributes in the self-service model. From ideation in co-creation, insights of previous steps and internal rating with bol.com stakeholders, the concept COACT was created. The concept fits within the defined service proposition based on “co-managing content”. The proposition describes the value for the business sellers; being able to evaluate content in the assortment that they care about. COACT provides control on what content is shown on the webshop, by giving business sellers the option to accept or decline changes from other business sellers that sell the same product. The final blueprint shows the orchestration of onstage and backstage alignment needed for COACT. Validation by online prototyping shows business sellers are willing to use COACT preferably starting with a desktop version. The self-service capstone will be reached with the implementation of community interaction, facilitated partly by COACT. With the creation of a community model, the pillars that are needed for setting-up an online and offline community of business sellers is visualized. The pillars, valued transactions, are based on a literature review and experiences of business sellers from interviews and the co-creation sessions. Bol.com will take on a moderation role – act as the foundation - to make sure this community keeps on interacting adequately. Subject self-serviceonline marketplaceco-creationcontent managementservice designservice blueprintcommunity model To reference this document use: http://resolver.tudelft.nl/uuid:b5f41cad-0b5e-48f9-a547-417b94ce9420 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2016 Van Walt Meijer, Q.J.