"everything is a service" (redux)

“Everything  is  a  service”  by  @sly  

? You  want  that  hole  !  

“Evolving to a New Dominant Logic for Marketing” Publication of an award-winning article by Stephen Vargo and Robert Lusch in a 2004 edition of Journal of Marketing

⤑  A new marketing paradigm

⤑  The basis of all exchange is service

⤑  Goods are a distribution mechanism for service provision

⤑  Value is always co-created with the customer

⤑  A service-centered view is inherently customer oriented and relational

⤑  Value-in-use replaces value-in-exchange

Source:  h;p://www.dachisgroup.com/2011/11/everything-­‐is-­‐a-­‐service/  

But what is a service ? �

Services,  as  opposed  to  goods,  are:    ⤑  Intangible  ⤑ Cannot  be  stored  ⤑ Are  consumed  &  produced  at  the  

same  Ime  ⤑ Are  delivered  via  oJen  complex  

systems  &  processes  ⤑  Involve  people  and  their  

relaIonships    

And what is a good service ? �

  SERVICE  EFFICIENCY    Services  that  help  users  (customers)  to  get  their  jobs  done,  solve  their  problems  by  producing  their  desired  outcome    

SERVICE  EXPERIENCE    And  provide  them  with  a  good  (outstanding)  experience  across  different  channels  &  touchpoints    

Understanding the problems users try to solve�

By  using  design  research  methods:      

Ethnography  (or  “day  in  a  life”  study)    

Understanding the problems users try to solve�

By  using  design  research  methods:      

Front-­‐line  staff  interviews    

Understanding the problems users try to solve�

By  using  design  research  methods:      

Personas    

Understanding the problems users try to solve�

By  using  design  research  methods:      

Co-­‐design  workshops    

"Mapping the jobs to be done�

Source:  h;p://www.jey-­‐associates.com/pr/Customer-­‐CenteredInnovaIonMap_R0805Hp2.pdf  

Source:  h;p://servicedesigntools.org/about  

Mental  models  

h;p://www.boxesandarrows.com/view/alignment-­‐diagrams  

Customer  journey  maps  

Customer  journey  maps  

Service  blueprints  

Examples  of  touchpoints  

Telephone  service  Face-­‐to-­‐face  Email  Post  mail  Sales  Website  Mobile  apps  Screenless  digital  interfaces  Social  media  AdverIsing  &  communicaIon  Packaging  Support  

Company  cars  Delivery  Merchandising  WarranIes  Invoicing  Complaint  handling  Public  relaIons  Cleaning  Physical  environments    (stores,  corporate  buildings)  etc.  

Technology  As  a  driver  for  mulIple  service  innovaIon  opportuniIes  

Today’s  technology  mulIplies  service  innovaIon  opportuniIes  

Technology multiplies service innovation opportunities�

1.  Micßroprocessors  2.  Sensors  3.  Wireless  connecIvity  4.  Databases  Source:  h;p://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html  

InformaIon  shadows  

InformaIon  shadows  

So what about mobile apps for example ? ��According  to  service  dominant-­‐logic,  every  mobile  app  is  a  service.    (Devices  are  service  avatars  an  the  apps  are  their    informaIon  shadows.) �

 ⤑  And,  increasingly,  they  are  just  part  of  a  

service,  one  touchpoint  of  a  service    

⤑  Which  means  that  an  app  is  not  an  end  in  itself.      The  service  as  a  whole  must  work,  regardless  of  how  good  the  app  is.  In  the  eye  of  the  user/customer,  it’s  just  one  thing.    

⤑  A  mobile  app  should  exactly  do  what  the  user  expects  it  to  do  at  a  certain  Ime,  place  &  context  (and  not  more)  

 Fitbit:  tracking  your  daily  exercise  and  sleep  quality  

Source:  h;p://www.fitbit.com/  

 Nike+:  Tracking  your  jogging  acIviIes  

h;p://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/  

h;p://www.runtasIc.com  

Withings:  Tracking  &  monitoring  your  weight  

h;p://www.withings.com/  

The  Apple  Itunes  ecosystem  

 The  Dropbox  file  syncing  &  sharing  ecosystem  

www.dropbox.com  

Carfinder:  A  stand  alone  AR  app  providing  you  with  the  service  to  find  back  your  car  

Source:  h;p://itunes.apple.com/us/app/find-­‐your-­‐car-­‐ar-­‐augmented/id370836023?mt=8  

MulInchannel,  mulIdevice  customer  experiences  are  on  the  rise  

Intelligent,  connected  (smart)  devices  (IoT)  

So  what  are  the  challenges  ?  

•  Understand  people’s  mental  models  and  the  jobs  they  try  to  get  done    

•  Design  for  mulIple  devices  &  interfaces  (some  without  screens)  &  opImize  the  interplay  between  them:  every  device  &  interface  has  its  own  limitaIons  &  capabiliIes    

•  In  sake  for  usability  &  simplicity,  only  offer  the  features  really  needed  on  different  devices  at  a  specific  moment,  place  &  context:  design  for  low  fricIon  &    be  focused    

•  AnIcipate  people’s  contextual  needs  by  using  all  the  informaIon  available  (your  phone  and  other  devices  or  applicaIons  know  a  lot  about  you  !)    

•  We’d  like  to  switch  between  devices,  interfaces  &  even  modes  without  loosing  anything  &  link  the  physical  and  the  digital  world  in  a  more  natural  way    

•  Think  the  whole  service  system  as  one  thing  (that’s  what  the  customer  does  !)    

Case  study:  Experience  design  

h;p://www.maya.com/pormolio/carnegie-­‐library  MAYA  Design,  Inc.  /  SouthSide  Works,  Building  2,  Suite  300  2730  Sidney  Street  /  Pi;sburgh,  PA  15203  /+1  412-­‐488-­‐2900    

Carnegie  Library  of  Pi;sburgh,  a  project  by  Maya  design  

 and  thus  is  a  service  design  project  as  it  dealt  with  several  touch  points  and  the  customer  journey,  but  with  a  strong  focus  on  informaIon  architecture.    

A  strategic  design  project  :     interior  redesign     wayfinding   web  site   and  the  library  catalog    

This  needs  revoluIon,  not  evoluIon  

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Building  use  scenarios  

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Maya  described  the  library    informaIon  architecture  

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Personas  follow  typical  use  scenarios  

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Breakpoint  pa;erns  revealed  systemic  issues  

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Bridge  the  breakpoints  

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Redesign  of  physical  space  including  wayfinding  &  signage  

Carnegie Library of Pittsburgh | Information Environment

A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    

Consistent  IA  across  “user  interfaces”  from  website  to  physical  site…  

Source:  h;p://patwellconsulIng.com/DevelopmentResources/DesignThinkingProcessWorkshop.aspx  

Source:  h;p://www.maketools.com/arIcles-­‐papers/CoCreaIon_Sanders_Stappers_08_preprint.pdf  

UX  design  &  Service  design      •  SD  is  UX  beyond  the  screens  •  both  use  overlapping  methods  &  

tools    •  both  are  user  centered  design  

disciplines  •  both  follow  the  design  thinking  

mindset  

Customer  experience  :  TranslaIng  these  individual  disciplines  into  a  business  strategy  

+  Service  design  +  User  experience  design  +  Employee  saIsfacIon  &  empowerment  +  Certainly  more  

“There  is  only  one  reason  for  a  company  to  exist:    To  create  value  for  the  customer.    Thus,  the  two  most  important  business  funcIons    are  markeIng  &  innovaIon.”  

Peter  Drucker  

And  thus,  if  applied  holisIcally:      Design  =  Value  =  Strategy  =  MarkeIng  &  InnovaIon  

Thank  you  !   @sly