[G1] PR-3 – Architecture
Principles for designing a successful platform
WHY
BEYOND THE CORE INTERACTION
HOW
Core interaction
Re-Architecting the Platform
iterative improvement
Analyze the degree of modularity the system has ready achieved
Value unit
Filter
Participants
Producers (create value)
Consumers (consume value)
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users may perform the same role in an interaction
the same user may play a different role in differing interactions
Youtube, Airbnb, Uber
Facebook, Instagram
created by the producers who participate in the platform
foster a culture of quality control
develop filters
create "factory floor"
enable the exchange of appropriate value units between users
search query
information (location, occupancy)
Facilitate
Match
Pull
Attracting consumers
solve a chicken-or-egg problem
keeping the interest of users
create and exchange value
through the design structure matrices
the anti-design principle
leave room for serendipitous discovers
keep open mind
users lead the way to where the design should evolve
modularity
units are designed independently but still function as an integrate whole
part information into visible design rule, hide design parameters
should be precise, unambiguous and complete
Avoiding innovation, facing fail.
advantage
Innovation lead to complexity, makes the platform difficult to user
subsystems can be designed independently so long as they adhere to overall design rules and connect to the rest of the system only through standard interfaces
APPLYING THE END-TO-END PRINCIPLE
allow a visual examination of the dependencies in complex systems
attract an initial customer base “in every market.
Layering new interactions
Emerging from
Experience
Observation
Necessity
The ways that new interactions
By allowing users to exchange new kinds of value units
By curating existing users to create a new category of users
By introducing a new category of users
By changing the value unit exchanged between existing users
Activities that are valuable only to users should be located at the edges of the network
Reasons
The user experience will be much cleaner.
The platform ecosystem can evolve faster
best-designed platforms
A stable core layer that restricts variety
Focuses on optimizing a handful of basic operations
An evolving layer that enables variety
Provides purpose-built apps
feedbaack loop
create a constant strem of self-reinforcing activity
help to swelll the network
increase value creation
enhance network
single-user feedback loop
multi-user feedback
create an infrastructure
value create and exchange as easy as possible
lay out principles
govern interactions
reducing barriers to usage
courages interractions
helps expand participation
increasing barriers
develop intrusive rules for
curating value units
other producer-created content
encourage desirable interactions / discourage undesiralbe ones
WHAT
Producers
Consumers
value exchange
direct connection
value exchange mechanism
create mutually rewarding matches on a consistant basis
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Exchange of goods or service
Exchange of currency
Exchange of information
enables the parties to decide whether and how to engage in further exchange
every platform interaction starts with the exchange of information
physical goods and services must enable the exchange of information
inside of platform
outside of platform
youtube, facebook
uber, airbnb
continual improvement of data acquisition / analysis methods
money
attention
uber, airbnb
twitter, youtube
pay for "eyeballs" attracted
facebook advertisemant
develop an explicit data acquisition strategy
ensuring that the most relevant goods and services are exchanged
by matching the right users with one another
creates efficiencies
Balancing the three functionss
using data about
data requied for optimal matching may be extremely diverse
consumers
the value units created
producers
the goods and services to be exchanged
users vary greatly in their willingness to share dataand their readiness to repond to data-driven activity recommendations
incentives
leverge game elements
third-party providers
other factors strengthen or weaken a platform's ability to pull users
the increased attractiveness of the currency available on a platfom that is a growing size
increased by leveraging the outside networks of participants