Appseleration 2013 07-08-momo

SERVICE DESIGNDirk Hemmerden

Discrepance:Excellent specifications dont‘t make a highly rated app!

User experience: Hierarchy of needs

MEANINGFULHas personal significance

PLEASURABLEMemorable experience worth sharing

CONVENIENTSuper easy to use, works like I think

USABLECan be used without difficulty

RELIABLEIs available and accurate

FUNCTIONAL (USEFUL)Works as programmed

This is the "chasm" that is difficult for

organizations to cross

Evolution

Mobile Application Development Process

AnalyzeUse CasesRequirementsTechnology & StrategyResource planning

DesignUI/WireframingProof of ConceptPrototyping

DevelopPerformance & UsabilitySecurity & NetworkGraphic & layoutPlatforms, devices, browsersTesting

DistributionApp Store reviewOther distributionMarketing Deploy & Maintain

FeedbackApp & device lifecycleUpdates & releasesMaintenance & support

Service Design

Mobile Application Development Process 2013

AnalyzeUse CasesRequirementsTechnology & StrategyResource planning

DesignUI/WireframingProof of ConceptPrototyping

DevelopPerformance & UsabilitySecurity & NetworkGraphic & layoutPlatforms, devices, browsersTesting

DistributionApp Store reviewOther distributionMarketing Deploy & Maintain

FeedbackApp & device lifecycleUpdates & releasesMaintenance & support

Service Design is becoming an increasingly powerful tool for mobile application design and development

Source: http://www.thisisservicedesignthinking.com

Context, situation & customer journey

Real World Experience

Process/Transaction

PAST EXPERIENCE

CONTEXT

SOCIAL MEDIA/WEB/WORD OF MOUTH

ADVERTISEMENT/PUBLIC RELATIONS

NEW CONTEXT

BILLING & POST- SERVICE EXPERIENCE

CUSTOMER'S COMMUNICATION

CRM ACTIVITY

SATISFACTION/ DISSATISFACTIONEXPECTATIONS INDIVIDUAL EXPERIENCE DURING SERVICE PERIOD

PRE-SERVICE SITUATION POST-SERVICE SITUATIONIN-SERVICE SITUATION

Gather thoughts, observations and information -> sketch situation, processes and mobile touchpoint flow of action.

Process/Transaction

PAST EXPERIENCE

CONTEXT

NEW CONTEXT

CRM ACTIVITY

Process/Transaction

PAST EXPERIENCE

CONTEXT

NEW CONTEXT

CRM ACTIVITY

▼ Der Kunde hört davon • Presse • Politik

▼ Kunde informiert sich • Foren • Freunde und Bekannte • Bewertungs- und

Preisvergleichsportale

▼ In der Vergangenheit • Gab es keine Transparenz • Fuhr man immer weiter und doch

an der preiswerten Tankstelle vorbei • Gab es ganz persönliche Strategien

▼ Die Situation • Suche nach preiswertem

Kraftstoff in der Nähe • Planung des nächsten

Tankvorgangs in Kürze • Planung entlang der Fahrtroute

▼ Die neue Erwartung • Angebotstransparenz in Echtzeit • Verhalten anderer Nutzer • Prognosen und

Entscheidungshilfen

▼ CRM und Kontakt nach der Nutzung

• € Geld gespart

▼ Kommunikation des Kunden nach der Nutzung

• mag ich/mag ich nicht • Kommentare/Reviews • Er erzählt es weiter • Merken

▼ Abrechnung und andere Post-sales Prozesse

• Historie inkl. Zahlung • Rabattoptionen

▼ Neue Situation • Kaufbestätigung

• Ausfahrtinfo • Ein netter Dank

▼ Zufriedenheit/Unzufriedenheit

• Gefühl erfolgreicher Optimierung

• Erfolg: Geld und Zeit

▼ Individuelle Erfahrungen während der Nutzung • Suchen > vergleichen > hinfahren • Information richtig/ falsch/ veraltet • Situation an Tankstelle (Wartezeit) • Anfahrtinfo + Lageplan • Servicequalität und Dienstleistungen vor Ort

Entscheidungshilfen

Practical Service Design Sessions

Literature and links

• http://www.thisisservicedesignthinking.com• www.servicedesigntools.org/• www.service-design-berlin.de/• www.made4apps.com• ... and many other valuable resources, just

search for „Service Design“.

Weitere Informationen zu diesem Thema finden Sie in unserem Download-Portal!

http://www.appseleration.com/event_download/

Appseleration:Competence-Center for Mobile SolutionsAppseleration is a full-service provider for applications for mobile devices. We oversee our customers during the entire process chain - from concept of an app up to the implementation and to the release and maintenance during the product life cycle in the app stores. We develop solutions for companies from all branches and of all sizes. Our establishment has already released comprehensive portfolios and we aspire to construct the realisation of your idea as simply as possible. www.appseleration.com

Dirk Hemmerden

Head of Enterprise Solutions

Appseleration® GmbHSchiessstraße 4340549 Düsseldorf

Tel.: +49 211 635 592 50Fax: +49 211 635 592 51Mobil: +49 1702002000

Web: www.appseleration.comMail: [email protected]: https://www.xing.com/profile/Dirk_HemmerdenService Design: www.made4apps.com

Appseleration 2013 07-08-momo

Technology

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