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Full Research Paper

Motivational modelling: Bridging design and entrepreneurial activity to create business values Authors Gareth Priday* (presenter), Sonja Pedell* (presenter) and Leon Sterling* *Swinburne University of Technology, Future Self and Design Living Lab, Australia

Abstract Emotions and the quality of service design are increasingly recognised as vital parts of the entrepreneurship journey and its success. They are important for the development of value propositions and aligned experiences that support customer acquisition and retention. This paper introduces a motivational goal modelling approach incorporating a do/be/feel method. The approach constitutes a straightforward way of capturing functional, quality, and emotional components diagrammatically on a single page. The method enables the inclusion of key stakeholders giving them a strong voice through co-design. We investigate how the modelling approach creates value to the design of services and business decision making. We found combining business-oriented methods and motivational modelling has the potential to improve adoption by customers. The goal models also constitute high level representations that act as a common guiding artefact between internal and external stakeholders.

Key words Motivational models; entrepreneurship; goals; value propositions; service design, emotions, design-led innovation


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