The Iceberg Model

The Iceberg Model is a collaborative and conscious methodology designed to reevaluate value propositions by exploring both the visible aspects and the hidden impacts of products, services, or ideas. Inspired by the Iceberg Canvas by Karwai Ng & Will Anderson from the Google Design Sprint method collection, this technique uses the metaphor of an iceberg to analyze what’s “above the water” (the visible and obvious elements) and what lies “beneath the surface” (underlying factors, unintended consequences, and STEEP analysis). This approach invites teams to look beyond the immediate benefits of a design, considering individual, social, technological, environmental, economic, and political implications to promote conscious and sustainable design.

Preparation

1. Define the purpose:
   • Analyze the impact of products, services, or ideas from a holistic perspective.
   • Explore hidden consequences and underlying factors to make more conscious decisions.
   • Encourage design that considers sustainability and social responsibility.
2. Prepare materials:
   • An Iceberg Model canvas (paper or digital).
   • Sticky notes in at least three different colors.
   • Markers or pens for participants.
   • Whiteboards or flipcharts (optional, for group reflections).
3. Set up the space:
   • Ensure participants have a comfortable area to collaborate, either in person or online.
4. To run the activity virtually:
   • Use collaborative platforms that allow teams to work on shared digital boards.

Step-by-step instructions

1. Introduce the methodology:
   • Explain the purpose of the model: to analyze both the visible elements and underlying implications of a product, service, or idea.
   • Introduce the iceberg metaphor, emphasizing how what is visible depends on what’s below the surface.
2. Part A: Initial ideation
   • Give participants a canvas with two main sections: "above the water" and "below the water."
   • Ask participants to fill the "above the water" section with visible aspects of the product or service using sticky notes of one color (e.g., yellow).
3. Part B: Explore beneath the surface
   • Guide participants to "flip" each visible element to explore possible hidden implications.
   • Classify the implications into three categories using different sticky note colors:
     • Green: Individual impact
     • Blue: Societal impact
     • Pink: STEEP analysis impact
   • STEEP stands for:
     1. Social
     2. Technological
     3. Environmental
     4. Economic
     5. Political
4. Part C: Synthesis
   • Gather all the ideas on a collective iceberg canvas.
   • Summarize key findings in each quadrant and reflect on emerging patterns or concerns.
5. Part D: Conscious action
   • Facilitate a group discussion to identify:
     • What risks and opportunities were revealed?
     • What actions can be taken to address the findings?
     • How can these insights influence future design decisions?
   • Document the agreed actions.

Purpose

The purpose of the Iceberg Model is to help teams analyze value propositions from a holistic perspective, considering both visible aspects and hidden implications to foster conscious and sustainable design.

Required materials

• Iceberg Model canvas.
• Sticky notes in various colors.
• Markers or pens.

Platforms

• Miro
• Mural
• Padlet
• Conceptboard
• Figma

Practical recommendations

• Provide clear examples to guide participants through the activity.
• Facilitate constructive discussions around the findings during the synthesis phase.
• Set aside time to reflect on how to implement actions based on the analysis results.

Inspiration

Specific uses of the Iceberg Model

• Environmental impact analysis: Explore how products or services affect the environment beyond their visible life cycle, considering carbon footprint, waste, and sustainability.
• Ethical design in technology: Analyze the impact of new technologies on privacy, access equity, and social development.
• Public policy evaluation: Identify social and political impacts of new policies, including unintended consequences and their relation to the broader environment.
• Organizational innovation: Examine how internal company processes influence reputation, sustainability, and customer relationships.

Guiding questions to deepen the analysis

• On visible impact:
  • What clear benefits does this product or service offer?
  • What customer needs are visibly being met?
• On hidden impact:
  • What unintended consequences could arise from this product or service?
  • How might this design affect local communities in the long term?
  • What social, environmental, or economic values might be overlooked?
• For reflection:
  • How are the visible and hidden elements connected?
  • How well-balanced are the benefits and potential risks?
  • What opportunities emerge when analyzing the invisible factors?

Variations of the activity

• Thematic adaptation: Adjust the model to analyze specific challenges such as sustainability, inclusion, or gender equity.
• Sector-based focus: Divide participants into groups to work on different sectors such as education, technology, or health.
• Cross-department collaboration: Bring together participants from different areas of an organization for a more holistic analysis.
• Include metrics: Add quantitative or qualitative indicators to measure the impact of elements below the iceberg.
• Proposal comparison: Analyze multiple ideas or projects simultaneously to decide which has the most balanced impact.
• Use of real-world examples: Introduce past cases to inspire and guide participants’ analysis.