Service design introduction – designship – stefan moritz
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Stefan Moritz – SVID, Stockholm 2012 DESIGN BEYOND PRODUCTS Stefan Moritz – Stockholm 2012
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Introduction to service design for a group of international students. Stockholm, 03 September.
Transcript of Service design introduction – designship – stefan moritz
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DESIGN BEYONDPRODUCTS
Stefan Moritz – Stockholm 2012
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WELCOME!
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TODAY
What is service?What is service design?How does it work in practice?
Preparations for Wednesday’s workshop
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http://www.passiveaggressivenotes.com/2007/07/29/this-is-why-your-server-is-cranky/
QUALITY GAP – PRODUCT & SERVICE DESIGN
https://secure.red-dot-store.de/out/pictures/4/slide_c.jpg
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CASE STUDY
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Country: USA / Client: Boeing CAS / Consultancy: EffectiveUI
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CASE STUDY
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Country: UK / Client: Southern Water / Consultancy: IDEO
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CASE STUDY
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5% 99%!85%?
Country: Sweden / Client: SEB / Consultancy: Transformator Design
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SIGNIFICANT PARADIGM SHIFT
To the networked society
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ExperiencesThings
SHIFT 01
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UsingOwning
SHIFT 02
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Outside inInside out
SHIFT 03
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Service Dominant Logic
ECONOMY TRANSFORMATION
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Product Culture Remainder
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Age of Manufacturing
Age of Distribution
Age of Information
Age ofThe Customer
Outside In: The Power of Putting Customers at the Center of Your Business (Amazon Publishing)
SOURCES OF DOMINANCE
Mass manufacturing boosts industrial powerhouses.
Global connections make distribution key.
Connected PCs benefit those who control information.
Empowered buyers demand a customer focus.
Ford, RCA, GE, Boeing, P&G, Sony
Walmart, Toyota, UPS, CSX
Microsoft, Google, Dell, Capital One
Southwest Airlines, Amazon, USAA, ...
1900–1960 1960–1990 1990–2010 2010–?
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Commodity Product Service Experience
Progression of Economic Value –Experience Economy (Pine & Gilmore, 1999)
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Valu
e fo
r the
org
anis
atio
n
Value for customers
Commodity
Product
Service
Experience
MUTUAL VALUETransformation?
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Illustration by Jeffery Callender &Peter Morville
“Service is everything that can’t fall on your feet.”
THE ECONOMIST
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SERVICES ARE DIFFERENT
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You have to be there.It happens over time.You don’t own it but use it.
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SERVICE DESIGN
DEFINITION | Methodology to help improve or innovate service experiences that result in more satisfied customers AND more profitable enterprises
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1984
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1984
1991
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1984
20021991
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NOT
1984
20021991
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Service Design – Practical Access to an evolving field.Stefan Moritz, 2005
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You are a service designer. 15
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Why do we need(to get better at)service design?
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The check-in girlsMelody & Keeley Courtesy of “Come Fly With Me - BBC One”
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“80% of companies believe they deliver outstanding value and a superior customer experience.
8% of their customers agree.”
Source: Bain & Company
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CUSTOMER OBSESSION
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“Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can’t save
you. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed. Those that master the customer data flow and improve frontline customer staff will have the edge.”
Forrester report, Competitive Strategy in the Age of the Customer
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CUSTOMER OBSESSION
16The successful companies will be customer-obsessed.
Forrester report, Competitive Strategy in the Age of the Customer
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MUTUAL VALUE
Satisfied Customers
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Profitable Enterprises
Lower riskof failure+ +
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MUTUAL VALUE
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Profitable Enterprises
Lower riskof failure+ +
UsefulUsable
Desirable
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MUTUAL VALUE
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Lower riskof failure+ +
EfficientEffective
Sustainable
UsefulUsable
Desirable
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MUTUAL VALUE
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+ +EfficientEffective
Sustainable
ValueValidation
Participation
UsefulUsable
Desirable
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So what is so special about service design?
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experienceprototyping
with humanempathy
beyond products & screens
Service Design
PROTOTYPING EMPATHY HOLISTIC
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HolisticThinking
Customer Empathy
ExperiencePrototyping
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IDEAS
INSIGHTS PROTOTYPES
What do we need to build to find out if it works?What could we
change to make it work better?
What did we learn?
1
2
3
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FROM OWNING TO USING
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FROM OWNING TO USING
$100M
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Service Design
EXPERIENCEPROTOTYPING
HUMANEMPATHY
HOLISTICTHINKING
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HOLISTICTHINKING
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ServiceDesign
AuthenticityValue
Culture
BrandBusinessModel
Utility
Source: Paul Sims
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“The only people that see the bigger picture of any company are their customers.”
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I don’t buy shoes.36
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People buy a drilling machine –
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what they really need is
holes in the wall
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Selling products
Delivering services
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Small actions are better thanbig words
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New currencies
TIME / KUDOS / FEEDBACK / POINTS /…
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Anders Frostenson 2010
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Anders Frostenson 2010
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Erg
onom
ides
ign
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HUMAN EMPATHY
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The hospital story50
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PERSONA
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dipt
ychs
of J
ason
Trav
is
http://www.flickr.com/photos/jasontravis/5296248879/sizes/l/in/set-72157603258446753/
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VIRGIN ATLANTIC UPPERCLASSThe extended customer journey
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CUSTOMER JOURNEY
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ONGROUND TRAVEL ONGROUND TR AVEL
PRE TRAVEL
HOME DESTINATION
ONGROUND TRAVEL
INFLIGHT EXPERIENCE
Transportation
Transportation
Transfer to airport Transfer to airport
Baggage pick-up
Baggage pick-up
Arrival at home aiport
Arrival airport
Self servicemachines
Check-in counters Check-in
counters
Brandedbaggage drop
Brandedbaggage drop
Branded Fast Track Security Check
Branded Fast Track Security CheckLounges/
Waiting area
Go to Gate
Go to Gate
Boarding/Signage
Take o!
Activities/Hotel/Meeting
Service
Boarding
Take o!
Service
Booking
Choice/ Decision
TransportationTransportation
Arrival destination Arrival
Lounges/Waiting area
Work/ Entertainment/Socializing/ Sleeping
Work/ Entertainment/Socializing/ Sleeping
ONGROUND TRAVEL
SIGNAGE/Orientation
SIGNAGE/Orientation
Anders Frostenson 2011
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CUSTOMER JOURNEY
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CONSIDERATION
SATISFACTION
EXPERIENCE
EVALUATION
Bas
ed o
n M
cKin
sey
rese
arch
wit
h 20
000
part
icip
ants
, 200
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Hoc
hsc
hu
e L
uze
rn
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Hoc
hsc
hu
e L
uze
rn
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EXPERIENCE PROTOTYPING
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“You can fix it on the drafting board with an eraser, or on the construction site with a sledgehammer.”
Frank Lloyd Wright
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“It’s easier to act your way into a new way of thinking, than think your way into a new way of acting.”
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Richard Pascale
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Experience prototyping
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Experience prototyping
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SPECTRUM OF FIDELITY
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Car
nag
ie M
ello
n U
niv
ersi
ty
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Porta di Accesso a Roma Archeologica
DARC Research and Consulting | Domus Academy
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TOOLBOX+ MINDSET
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Anders Frostenson 2010
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Understanding Thinking Generating Filtering Sensualisation Realising
COLLABORATION ZONES
SERVICEDESIGN
»
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Understanding Finding out and learning
5 x Why?Inconvenience
AnalysisDraw the
Experience
Customer Portrait Shadowing
MysteryShopping
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Giving strategic directionThinking
SWOT ManifestoThinkTank
HotSpot
ValueMatrix
TangibleData
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Developing conceptsGenerating
UnfocusGroup SketchingRandomiser
20 IdeasOpen
SourceStorming
BodyStorming
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Selecting the most relevant
Filtering
CustomerWalkthrough
ValueMatrix
CriteriaRanking
StickerVoting
ExpertEvaluation
CardSorting /
Clustering
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Enabling understandingSensualisation
CustomerJourney Scenario
VisionMock-ups
TomorrowsHeadlines StoryboardMood
Film
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Making it happenRealising
ExperiencePrototype
ImprovTraining
GuideTools
BackCasting
ServiceBlueprint
BusinessModel
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STARTING POINTS
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Innovation Value creation Collaboration
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http://servicedesigntools.org/ http://servicedesignbooks.org/
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REFLECTION
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3 groups
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Room for deathArt and handicrafts for palliative care
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ROOM FOR DEATH
A room when one is awaiting death is not like other rooms.
Can carefully designed milieus influence patients’ and relatives’ experiences of the final stages of life?
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Art and handicrafts for palliative care
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OUR BRIEF
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“What service concepts can we sketch out that will improve the final stage of life for terminally ill patients and their families?”
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DESIGN BEYONDPRODUCTS
Stefan Moritz – Stockholm 2012
