danish design centre pdf
DESCRIPTION
Olly's presentation at the DDC December 2007.TRANSCRIPT
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It’s design, but not as they know it!
Oliver KingCo-founder Engine | service design
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The next 30 mins…• What is service design?• Why is it valuable to design services?• What are service design projects like?• What can I take back to work?
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What is service design?
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What is service design?
Service design is…
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What is service design?
…the design of services!
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What is service design?
Service design orchestrates new or existing service experiences to deliver greater value to the providers and receivers of the service.
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Why is service design relevant today?
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SustainabilitySustainability
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UsershipAssistanceInnovation
UsershipAssistanceInnovation
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Usership: we need to dematerialize the world!
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QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Assistance:we need to help people cope…
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QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Innovation:we need to help people view things at a systems level
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• 74% of GDP comes from service (UK)
• 80% of employment is service related (UK)
• 80% of people report bad experiences (UK)
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How does service design create value?
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Happy customers are worth more• Spend more, more often (increase revenue)• Stay longer (reduce churn)• Tell their friends (reduces costs to acquire)
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‘Service’ counteracts commoditisation• Markets naturally become commoditised• Value adding services defeat this
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Service relationships can’t be copied• Because they rely on history, context and knowledge
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The meaning of ‘better’
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ConvenientUsableDesirableConsistentEfficientEffectiveSustainable
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SustainableUsableConvenientConsistentEfficientEffectiveDesirable
SUCCEED}
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Scope of projects
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Translation space
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Three skills
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QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Scope of deliverables
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Five Fundamentals of service
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Five FundamentalsSystems, Value, People, Journeys, Propositions
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Value:Understanding how to create the best value for users and providers through their interactions.
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Systems:Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated
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People:Understanding the part people play in providing and designing services, and how to include them.
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Journeys:Understanding that services are experienced over time and need to be seen and innovated as journeys
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Propositions:Understanding how to innovate and package a serviceand how to develop a proposition towards a vision.
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Identify. Build. MeasureService innovation made simple
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10 tips…
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#1. Be use-centric. Always view the situation from your customer’s perspective
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#2. Co-design: Bring stakeholders into the heart of the process
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#3. Map journeys: Services happen over time, so explore them that way
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#4. Visualize: Bring ideas to life to engage and solicit input from those around you
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#5. Back stage: Innovate throughout the whole system
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#6. Design measurables:
Ensure staff measures and incentives support a delightful customer experience
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#7. Everyone serves: Because everyone’s actions impact on the customers service
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#8. Evidence: Create tangible evidence of the service in action
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#9. Join the dots: Make the experiences as seamless as possible for the user
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#10. Work with designers: We don’t bite…
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5 designer lessons
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1. Lose the ‘I’ in design: co-create and facilitate2. Do your own empathic research3. Systems before symptoms4. Visualize - it’s your USP5. Prototype, prototype, prototype
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Thank you for listening…
Oliver KingCo-founder Engine | service design