A Nordic Model of Service Design

London Oslo Rotterdam São Paulowww.liveworkstudio.com 9. april 2023

of Service Design

A Nordic Model7th October 2014

LAVRANS LØVLIE

Service Design Global Conference

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Photo: Sverre Hjørnevik/Fjord Norway

The Nordic Model

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GOVERNMENT PEOPLE BUSINESS

Empower citizens UDI – NORWEGIAN DIRECTORATE OF IMMIGRATION

2010-2014

London Oslo Rotterdam São Paulowww.liveworkstudio.com

“The waiting is the worst. You don’t know what happens, and you worry a lot if you have done everything right…”

Service principles at use

"These processes takes time, but having the principles to refer to and to guide us is such a big help. A truly good investment!" --Tone Opdahl, Senior Adviser, The Communication Unit, Norwegian Directorate of Immigration

Deliverables

Empower customersGJENSIDIGE INSURANCE2008-2014

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15

From 56th to 11th place with customers

16

A surgical approach to improvement

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How are you doing?

Evidence that counts

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Service Design is a serious business

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ORGANISATION

CUSTOMERS/CITIZENS

BUSINESS

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Design for customers!

Connect the business to customers

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ORGANISATION

CUSTOMERS/CITIZENS

BUSINESS

Design for business impact

High-impact interventions

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A perfect start

Next journey

Consider Decide Plan Check/receive info Select Purchase Travel from location Enter Check/receive info Select Purchase Time at station/stop Departure platform Validate Travel Check/receive info Arrival platform Change line Change mode Exit/check-out Final destination Reflect Aware Need info/assistance Accept / Resolve Escalate ConsiderConsider if, when, how and with whom to travel

Decide general aspects of the journey i.e. date, time, mode, route

Plan one, or more journeys to one or more destinations

Check and/or receive information related to planned or related journeys

Select/ change the product/ ticket/ card , mode, route, time and stops

Register, renew, purchase, activate the ticket/ card option

Travel from current location to station/stop

Enter the physical space of the station/stop

Check and/or receive information about planned or related journeys

Select/ change the product/ ticket/ card , mode, route, time and stops

Register, renew, purchase, activate the ticket/ card option

Time at station/stop, occupying space, using facilities, waiting

Move to departure platform and enter a mode of transport

Validate ticket / card for the trip, full journey or period, and show when requested

Travel to the (next) stop or destination using one or modes of transport or systems

Check and/or receive information about current, planned, or related journeys

Wait at, or move from arrival platform to next platform, or exit

Change from current line to the next within the same mode or system

Change from one mode of transport or system to another mode and/or system

Exit a station, or stop, and check-out from system for the journey

Travel to, and reach the final destination of the journey

Overall satisfaction 33 114 437 319 313 210 456 406 103 235 362 419 427 431 163 88 343 402 287 278 205 352

STATION FACILITIES 0 47 97 146 38 33 44 282 164 127 119 256 254 73 21 164 249 212 216 78 79 161 206 174 169 167 157

Overall satisfaction with the station 0 0 15 17 0 0 17 18 17 17 17 17 18 17 0 17 17 17 17 15 0 15 17 17 15 15 15

Ticket buying facilities 0 0 14 0 0 14 0 0 0 16 16 0 0 0 0 0 0 14 14 0 0 0 16 14 14 14 0

0 0 18 20 18 18 0 18 20 18 18 20 20 0 0 20 17 20 20 0 0 17 18 18 17 17 0

0 0 0 0 0 0 0 30 0 0 0 27 30 0 0 0 27 0 0 0 0 0 0 0 0 0 0

Cleanliness 0 0 0 0 0 0 0 23 0 0 0 23 21 0 0 0 21 0 0 0 0 0 0 0 0 0 0

The facilities and services 0 0 0 52 0 0 0 56 52 0 0 56 52 0 0 52 56 52 52 0 0 52 56 52 52 52 52

The attitudes and helpfulness of the staff 0 0 0 0 0 0 0 16 17 16 16 16 17 17 0 17 17 17 17 0 16 16 17 17 17 16 0

0 19 21 19 19 0 0 19 19 21 0 19 19 0 21 19 19 18 21 0 0 19 19 19 18 18 19

Facilities for car parking 0 28 28 0 0 0 28 28 0 0 0 0 0 0 0 0 0 0 0 28 28 28 0 0 0 0 28

Overall environment 0 0 0 0 0 0 0 26 0 0 0 26 26 0 0 0 23 23 23 0 0 0 23 0 0 0 0

Your personal security whilst using 0 0 0 0 0 0 0 12 0 0 13 13 12 0 0 0 12 12 12 0 0 11 0 0 0 0 11

The availability of staff 0 0 0 35 0 0 0 32 35 35 35 35 35 35 0 35 35 35 35 32 32 0 35 32 32 32 32

How request to station staff was handled 0 0 0 4 0 0 0 4 4 4 4 4 4 4 0 4 4 4 4 4 4 4 4 4 4 4 0

TRAIN FACILITIES 29 154 167 155 168 0 69 155 155 186 91 200 152 30 214 198 170 215 216 84 9 182 196 113 109 38 195

The frequency of the trains on that route 29 32 34 32 34 0 34 32 32 34 0 32 0 0 32 32 0 32 32 0 0 29 34 32 32 29 32

0 24 26 26 26 0 26 26 26 28 0 28 28 0 28 26 24 28 28 0 0 26 28 26 26 0 28

0 14 14 13 15 0 0 13 13 15 0 15 0 0 15 14 14 14 14 0 0 13 14 14 13 0 13

Connections with other train services 0 10 10 10 10 0 10 10 10 10 9 9 10 10 0 10 10 9 10 9 0 9 10 10 9 0 10

0 76 83 76 83 0 0 76 76 90 83 83 83 0 90 83 76 83 83 76 0 76 76 0 0 0 83

Upkeep and repair of the train 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

0 0 0 0 0 0 0 0 0 0 0 24 22 21 24 24 22 24 24 0 0 21 24 22 21 0 21

The helpfulness and attitude of staff on train 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Consider Prepare journey Station/stop Journey Post journey

Considering travel to one or more frequent, or infrequent destinations Plan, make preparations and arrangements for a journey Station/stop where the journey starts/ continues/ ends and offering travel related services Move through one or more (public) transport systems, using one or more modes Reflecting back on the journey after reaching the final destination

Unaware Aware Consider BuyReceive & setup

Early use UseChange in use

Incident Reconsider Leave

Business impact

Deliver an outstandingservice experience

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ORGANISATION

CUSTOMERS/CITIZENS

BUSINESS

Connect customers to the organisation

Customer Journey

Channels

Departments

Organisation

OnlineCall centre

Branch office

Sales & MarketingOperations

ITDistribution

Support

PolicyPeople

PracticeProcessSystems

Customer Journey

Channels

Channels

Departments

Organisation

OnlineCall centre

Branch office


ITDistribution

Support

PolicyPeople


Customer Journey

Channels

Departments

Organisation

Channels

Departments

Organisation

OnlineCall centre

Branch office


ITDistribution

Support

PolicyPeople


Design for the organisation

Retail

Online@home

CallCentre

Mobile

Prospect New Customer Customer/UserCustomer Lifecycle

Orientation Aware Interested Decision Buy Admin Receive Setup Learn & Explore Use ReconsiderSettle In

Inform Offer Contract

Excite Information Incentives Reward & Montitor Facilitate Logistics Tools &

TrainingTools &

InstructionsInform & Support NurtureAttract Promote &

Support

Marketing

Sales

Finance/Legal

Operations

Technology

Back Stage

Policy

People

Procedure

Process

Practice

Systems

Admin Deliver Setup Educate & Assist

Interaction View:New experience offered in a specific stage of the

customer lifecycle

Organisation view: Impact of the new

experience on departments and

functions

Transformation view: Type and level of

implementation and transformation effort

Design Experience:By extending the

scenario additional benefits are Exposed

Prepare the transformation:Heavily impacted

departments must get involved early

Execute the transformation

Red flag issues must be resolved to ensure

succes

On Stage

organisational Resolve

challenges

33

A new station model

34

Design the new stations

with 2,775 staff

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New station operating model

[email protected]

+47 918 06 139

Thank

you,

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www.liveworkstudio.com/SDGC14

Lavrans Løvlie

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A Nordic Model of Service Design

Design

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