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Something to phone home about.

Service Design

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Sorry that I can’t be here in person.

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Ergonomidesign / skiptrip.se

Designing the world’s most accessible video conference service

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From the industrial to the networked age

At the core of the technological, social and cultural shift are people.

The networked age is the mutual value era.

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Commodities

Products

Brands

Services

Experiences

?

VA

LU

E F

OR

TH

E E

NT

ER

PR

ISE

VALUE FOR CUSTOMERS

{ INDUSTRIAL AGE }

{ NETWORKED AGE }

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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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Service Design methodology – How to design services and experiences in the network age

INDUSTRIAL AGE NETWORK AGE

Produced Performed

Material Immaterial

Tangible Intangible

No involvement Client participation

Ownership Experience

METHODOLOGY

Journey

System design

Sensualisation

Co-creation

Service blueprint

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Service Experience

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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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You are a service designer. 10

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So what is so special about service design?

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MINDSET METHODOLOGY

HOLISTIC EMPATHY PROTOTYPING

APPROACH

Service Design

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Finding out and learning

Giving strategic direction

Developing concepts

Selecting the most relevant

Enabling understanding

Making it happen

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Why do we need(to get better at)service design?

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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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MINDSET METHODOLOGY

HOLISTIC EMPATHY PROTOTYPING

APPROACH

Service Design

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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.19

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Selling products

Delivering services

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The outcome:service, product, system, experience, offer,…

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Small actions are better thanbig words

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ReactionsInteractionsTransactions

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New currencies.

TIME / KUDOS / FEEDBACK / POINTS /…

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MINDSET METHODOLOGY

HOLISTIC EMPATHY PROTOTYPING

APPROACH

Service Design

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Hospital designed 26

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BETTER PRPARATION

Multi-media recall service

Online registration form

SMS reminder

Free parking

Bring your guests

BETTER WAITING

Postcard service in the waiting area

Fireplace & blankets

Multimedia waiting room

Daily papers / Magazines / Wireless

Reading glass lending

Air-conditioning

Baby changing, feeding and play room

Free Latte, juice, etc.

Fresh fruit

Toothbrush set free

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BETTER TREATMENT

Music of choice during treatment

DVD-glasses during treatment

Alternative medicine

Children play area with Playstation

General anesthesia

BETTER DEPARTURE

Credit cards accepted (Germany!)

Cool bags and painkillers

Mouth refreshing room

Prophylaxis shop

Beach chairs on the roof terrace

Sun glasses lending

Internal lab

Vouchers

Extended warranty

http://www.ku64.de

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Listen.28

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Care.29

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Simplify.30

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Engage.31

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Leverage.32

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Nurture.33

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MINDSET METHODOLOGY

HOLISTIC EMPATHY PROTOTYPING

APPROACH

Service Design

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Service touches Service system Service business

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Implementation is harder than ideas. 36

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Service Design methodology

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Prototype.38

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http://servicedesigntools.org/

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Where to start?

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New offer

More customers

Where to start?

Problem

Somethingto phone home

about

Solve

Value

More value

Leverage assets

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A little service for you: http://drop.io/CLS

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How to navigate?

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JourneyJournal

Hot spot

20 ideas

Sticker voting

Tomorrows headlines

Backcasting

Quick & dirty

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“Imagination is more important then knowledge.”

Albert Einstein

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Kiitos.

http://drop.io/CLShttp://stefan-moritz.com