Embedding Human Centered Design in the creation of Blockchain based consults

Abstract

This thesis researches the topic ‘embedding stakeholder needs in the creation of blockchain applications’ as part of digital strategies within the KPMG Digital Transformation department. The research resulted in a framework consisting of a digital asset and a creative session enabling KPMG consultants and clients to explore the possibilities of blockchain within their value chain.

The blockchain technology has gotten more publicity over the last few. The decentralization of data in combination with an immutable ledger seems promising, but will drastically change our existing economies. It will disrupt our economy by ‘taking out the middlemen.’ As value chains will simplify, the blockchain will take over human-tasks. The aim of this research was to explore how this technology could enter our market by looking at stakeholder needs. KPMG Digital Transformation also saw an increased demand of implementing emerging technologies like blockchain. In collaboration with KPMG, the project was executed to find a structural approach for the creation of blockchain based projects.

The literature review discusses, the topics design thinking, blockchain, digital transformation and the KPMG strategy. In the exploratory analysis, three analyses were executed from the perspectives of the human, technology and business similar to IDEOs three pillars of design thinking (IDEO, n.d.). From both the literature review as the exploratory analysis, insights were collected. These insights are key for the creation of blockchain applications and focus on three perspectives: technological feasibility, viability in business and human desirability.

In the value proposition analysis, 80 public blockchains and 50 permissioned blockchains were analyzed on their customer values. These values were used to bridge the gap between stakeholder needs and a back-end solution such as blockchain. Answering which common blockchain values are important in the creation of a customer benefit statement if we focus on stakeholder needs. And secondly, answering how these values relate to interactions within a digital infrastructure. The tests conclude whether and how a digital infrastructure can be created using the insights (in cards) focusing on feasibility, viability and desirability. This workbook-based assignment was tested with two companies and four groups of consultants on the content and flow.

Final Design
The final design consists of a combination of a digital asset and the creative session design, meant for KPMG consultants to explore the value of blockchain within a digital strategy with their clients. The digital asset consists of three elements:
1. Blockchain news (on specific industries) and education.
2. A case checker: answering how interesting blockchain is for a specific case.
3. Session preparation, collecting data for the creative session.

For the creative session, a workbook was designed consisting of three exploring assignments: finding stakeholder needs & values, creating a customer benefit statement and exploring cases to experience the value of blockchain in a tangible and explorative structure.

The framework assesses the potential of blockchain in a certain context, simulates a discussion on its value and inspires creative thinking among KPMG consultants and its clients.