Consider the impossible

Abstract

This thesis explores how strategic and communication design can have an influence on the adoption process of blockchain or distributed ledger technology. It does so through dividing the thesis into four parts: Discover, Define, Develop and Deliver. In short: Discover: What is found is that distributed ledger development is a technology push development. Companies only explore the technical possibilities and the viability and desirability of the technology are underexposed. This has caused for a chasm to appear between the enthusiasts and the rest of business and society. Define: Through a set of interviews it is discovered distributed ledger technology can grow the fastest if it is developed in a collaborative setting. For this to happen, more people need to join in the movement. It is determined that a new mindset needs to be created. A mindset that is daring, bold and experiment friendly. Failure should be seen as a learning moment. Develop: To make sure companies can engage in mindset development, a tool is created. This tool is based upon the realisation that an immersive and playful experience is the best way to reach an audience. Thus, a workshop is developed, based on a set of canvasses. Define: As this thesis follows a lean development cycle, a simple prototype is developed. This prototype is then iterated upon through testing, reflecting and redesigning. In the end, a design of four canvasses and a booklet is created that help companies to on-board new partners. What was found, is that strategic and communication design are two fields that compliment each other in just right way to influence the adoption of DLT. Through the iterative and user focused process of strategic design, tools were created that help people to understand the complexity of DLT through a simple and smooth experience. At the same time, communication design provided the exact approach needed in guiding a group of people through the multiple layers of complexity of DLT-ecosystems. By understanding the abstraction of their own context in contrast to the technological possibilities, new understanding and appreciation of networked-collaboration was created. This new-found appreciation should ultimately result in a foundation of common ground and understanding, upon which the adoption of DLT can be built and spread.