Unboring service design with craft & creativity

24/02/2015

Hi!

Daniël Sytsma Partner & Creative Director Achtung! & Kraftwerk

Today

3 ways to unbore service design.

1Make it human

2Make it a story

3Make it count

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What is service design?

“Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, & healthcare. Service design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user. This cross-disciplinary practice combines numerous skills in design, management and process engineering. Services have existed and have been organised in various forms since time immemorial. However, consciously designed services that incorporate new business models are empathetic to user needs and attempt to create new socio-economic value in society. Service design is essential in an knowledge driven economy.”

Mark Stickdorn

“Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, & healthcare. Service design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user. This cross-disciplinary practice combines numerous skills in design, management and process engineering. Services have existed and have been organised in various forms since time immemorial. However, consciously designed services that incorporate new business models are empathetic to user needs and attempt to create new socio-economic value in society. Service design is essential in an knowledge driven economy.”

Mark Stickdorn

When you have two coffee shops next to each other that sell the same product at the same price,

service design is the reason why you walk into one and not the other.

Marc Fonteijn

Product industries become service industries.

From car business to mobility service

The average car is used for only an hour a day.

Service design can increase that efficiency.

Uber wants to be a cheaper alternative to owning a car.

DaimlerBMW

Volvo + DHLUber

Tesla just entered the energy market with a special battery for your house.

Medical Retail Banking

Delivery MediaFood

Mobility

Energy

Education

Fashion

“WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING

WE USED WHEN WE CREATED THEM.”

Unboring service design

3 key principles

Make it human Make it a story Make it count

1Make it human

“You don’t want a machine that’s always telling you the answer. You want one that approaches you like, ‘Let’s solve this together’”.Spike Jonze, about ‘Her’

Make technology more human.

31. Choice of Law

The State of Georgia’s laws, except for conflict of laws rules, will apply to any dispute related to these Terms or the Service. Any dispute related to the Terms, the Privacy Policy, or the Service itself will be decided by the state and federal courts in Fulton County, Georgia, and each party will be subject to the jurisdiction of those courts.

32. Force Majeure

We won’t be held liable for any delays or failure in performance of any part of the Service, from any cause beyond our control. This includes, but is not limited to, acts of God, changes to law or regulations, embargoes, war, terrorist acts, riots, fires, earthquakes, nuclear accidents, zombie apocalypse, floods, strikes, power blackouts, volcanic action, unusually severe weather conditions, and acts of hackers or third-party internet service providers.

33. Survivability

Even if this Agreement is terminated, the following sections will continue to apply: Proprietary Rights Owned by Us, Proprietary Rights Owned by You, Compliance with Laws, Limitation of Liability, No Warranties, Indemnity, Choice of Law, Severability, and Entire Agreement.

34. Severability

If it turns out that a section of this Agreement isn’t enforceable, then that section will be removed or edited as little as necessary, and the rest of the Terms will still be valid.

Find true human relevance Don’t talk like a machine Be thoughtful in every little detail

1. Make it human

2Make it a story

Turning something you have to do, into something you want to do.

Make brushing fun

24 days = routine

PETE THE PIRATE AND HIS ONE WOODEN TOOTH

RAMONE THE RUSTY RAPPER AND HIS RUSTY GRILL

SHAWN THE TOOTHLESS SHARK AND HIS GUMMY SMILE

TAYLOR THE TOOTHLESS TOOTH FAIRY

ROSIE THE RABBIT AND HER YELLOW BUCK TEETH

VICKY THE ONE FANG VAMPIRE

3Make it count

With mobile technology, life becomes a game platform

Track everything.

Undisclosed project

Conclusion

Make it human Make it a story Make it count

@danielsytsma

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