1.
BETA
2
melt
frame
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2
NEW TOOLS FOR
DESIGN THINKERS
Brought to you by
GhostInnovation Company

2.
Background
All companies are moving from the
material world towards the immaterial world.
This means we are sliding from scarcity to
abundance, from control to sharing.
The intangible rules the tangible.
Empathy rules physical strength.
Community rules cash.
Data rules physical location.

3.
Three rules
Play with
the flows
Learn to
recognise the
flows that
surround you.
See the world
as flows
Make business
from the flows
Innovate by
melting the
flows together.
Stir the world
around you by
guiding the flows.
1 2 3

4.
Play with
the flows
See the world
as flows
Make business
from the flows

5.
The Frames
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2

6.
BETA
OUR STORY
INSTRUCTIONS
This is the summary of
all other frames.
Before you do anything
else, fill this service
description. It does not
have to be perfect. It’s
just a starting point.
When you feel like you
have discovered
something new come
back to this frame and
see how your new insight
changes it.
1
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2
is aOur service, NAME OF
SERVICE
KEY FEATURE/
PROCESS It helps DEFINED
CUSTOMERS
SOLVE A
PROBLEM /
ANSWER
A NEED
WHAT IS UNIQUE
ABOUT OUR SERVICE?
It uses
INNOVATIVE
FEATURES OR
PROCESSES
to producing .
UTILISE OR
COMBINE
RESOURCES
EFFECT
. .
ELEVATOR
PITCH
WHAT IS OUR
BIGGER MISSION?
NEED/
PROBLEM
BIGGER
TREND /
PROBLEM leads to
We help VALUE
PROPOSITION
.
DEFINED
CUSTOMERS by producing .
These are optional. In
some cases more
in-depth service
description is needed.
You may change the
wording to fit your story.
2

7.
WHAT FEATURE
OF OUR SERVICE
USES IT?
IS THERE
SOMETHING
WE MUST DO
TO GETTHE
DATA?
WHAT DATA CAN
WE GET FROM
THEM?
WHAT PHYSICAL
OBJECTS AND
ACTIONS
SURROUND
OUR SERVICE?
INSTRUCTIONS
1
List things that could be
your resources.
E.g. How and where
people use your service?
List objects, places,
people, actions…
More the better!
If it moves or changes in
any way it can be turned
into data. E.g.
temperature, shopping
habits, location data…
What you must do to
have access to the data.
E.g. You must buy it. Add
sensors. Get peoples’
permission.
How does it link to the
service.
PHYSICAL RESOURCES
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2BETA
2
3
4

8.
INTANGIBLE RESOURCESINSTRUCTIONS
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2
WHAT FEATURE
OF OUR SERVICE
USES IT?
WHAT
KNOWLEDGE
AND EMOTIONS
SURROUND OUR
SERVICE?
IS THERE
SOMETHINGWE
MUST DO TO
ACHIEVE THIS?
WHAT COULD BE
THEIR TANGIBLE
FORM?
BETA
What emotions,
knowledge and talent
your customers,
employees, wannabe
customers have. List
them all here.
E.g. Caregiver knows if the
patient is on a good
mood or not.
People know if their
neighbourhood feels safe.
How can you get access
to this? E.g. survey,
community, rating,
purchase history,
physical location.
What we offer to have
access to these? It can be
either intangible like
openness, sense of
belonging.
Or e.g. a platform for
discussion.
1
2
3
4
How does it link to the
service.

9.
PROCESS
HOWCHANGES IN
OWNERSHIPAFFECT
ACCESS TO
RESOURCES AND
OUR VALUE
PROPOSITION?
WHAT DOWE
NEED TO DO TO
MAKE THIS
HAPPEN?
USER (OR SOMEONE
ELSE) CONTROLS
THESE PARTS OF
THE PROCESS
USER FEELS
HE/SHE
OWNS THESE
PARTS OFTHE
PROCESS
WE CONTROL
THESE PARTS OF
THE PROCESS
Typically handing over
the ownership grants
you access to new
resources.
E.g. Users feel they own
their on Facebook wall
and want to create more
content.
You may need to go
back to Resource
frames.
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2
Start playing with the
ownership. Do you need
to control everything?
Take your time. Typically
this is one of the most
difficult tasks as
ownership is so firmly
embedded in business
thinking. Customers’
don’t need to own the
service but their
relationship with it
changes if they have a
sense of ownership.
Map the process. First
the major parts and then
un-bundling if needed.
Chronologically from left
to right. Put them all first
down here.
BETA
INSTRUCTIONS
1
2
3
4
What we need to
change.

10.
WHAT IS THE
KEYFEATURE TO
PROVIDE THIS?
BETA
PHYSICAL VALUE
INSTRUCTIONS
WHAT OUR
SERVICE
PROVIDES?
WHATARE THE
PROBLEMS OUR
SERVICE MUST
SOLVE?
CUSTOMER’S
PHYSICAL
PROBLEMS
KEY
CUSTOMER
GROUPS
What is the feature that
your customers see
providing the solution to
their problems.
E.g. “The service had X
(key feature) that helped
me to…”
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2
MOST
IMPORTANT
CUSTOMER
GROUP
2ND 3RD
You don’t have to solve
all his problems. Pick the
most important ones.
List their problems
(or needs).
Prioritize your customers.
Be cruel.
1
2
3
5
This must match the
problem! But it does not
have to exactly be the
same.
E.g. A person needs a
job. Service provides
“The best job match
engine”
4

11.
WHAT IS THE
KEYFEATURE TO
PROVIDE THIS?
WHAT IS THE
KEYFEATURE TO
PROVIDE THIS?
BETA
IMMATERIAL VALUE
WHAT OUR
SERVICE
PROVIDES?
WHATARE
THE NEEDS
OUR SERVICE
MUST MEET?
ALL POSSIBLE
EMOTIONAL OR
KNOWLEDGE
NEEDS
KEY
CUSTOMER
GROUPS
Created and designed
by Miikka Leinonen,
Ghost Company
www.ghostocompany.fi.
Melt
Frame 2
MOST
IMPORTANT
CUSTOMER
GROUP
2ND 3RD
This should match the
need.
E.g. Fear=Sense of
security,
Curiosity=passionate
community
Feature that is the most
noticeable.
INSTRUCTIONS
1
2
3
4
Prioritize your customers.
List their needs
(or problems)
E.g. hope, sense of
belonging, fame,
enjoyment, admiration,
curiosity, recognition.
You don’t have to fill all
their needs. Pick the
most important ones.
5

12.
Play with
the flows
See the world
as flows
Make business
from the flows

13.
www.ghostcompany.fi
www.themeltframe.com