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.