FITC - Unboring Service Design
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Transcript of FITC - Unboring Service Design
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Unboring service design with craft & creativity
24/02/2015
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Hi!
Daniël Sytsma Partner & Creative Director Achtung! & Kraftwerk
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Today
3 ways to unbore service design.
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1Make it human
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2Make it a story
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3Make it count
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&
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&
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&
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Creative agency Design agency
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Stories Services
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Creatives
Designers
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Creatives
Producers
Designers
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UX designers
Illustrators Film directors Developers
Researchers
Scientists
Creatives
Producers
Designers3D artists
Sound designers
Model builders
Photographers
Set builders Technologists
Marketeers
Editors
Writers
Car mechanics
Hardware engineers
Graffiti artists
Stylists
Art directors
Actors
Puppeteers
Backend developers
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What is service design?
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“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
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“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
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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
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Product industries become service industries.
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From car business to mobility service
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The average car is used for only an hour a day.
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Service design can increase that efficiency.
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Uber wants to be a cheaper alternative to owning a car.
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DaimlerBMW
Volvo + DHLUber
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Tesla just entered the energy market with a special battery for your house.
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Medical Retail Banking
Delivery MediaFood
Mobility
Energy
Education
Fashion
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“WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING
WE USED WHEN WE CREATED THEM.”
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Unboring service design
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3 key principles
Make it human Make it a story Make it count
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1Make it human
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“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’
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Make technology more human.
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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.
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Find true human relevance Don’t talk like a machine Be thoughtful in every little detail
1. Make it human
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2Make it a story
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Turning something you have to do, into something you want to do.
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Make brushing fun
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24 days = routine
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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
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3Make it count
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With mobile technology, life becomes a game platform
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Track everything.
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Undisclosed project
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Conclusion
Make it human Make it a story Make it count
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