workshop 2/ stefan moritz
DESCRIPTION
Experience Service Design KuopioTRANSCRIPT
SERVICE DESIGN WORKSHOPDesign Academy of Kuopio, Finland 07.-09.09 2009
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
TWO PARALLEL PROJECTS
LEARNING ABOUT SERVICE DESIGN
TRIAL PROJECT
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
MONDAY
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SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
CALL TO ACTION! Workshop journey
MONDAY TUESDAY WEDNESDAY
A B
09:4
0-11
:00
10 m
ins @ 3
pm
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Introducing – Character Profiles
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Briefing
| www.savonia.fi |
New service concept connected with well-being & leisure
• Customer Savonia university– Marketing & communications
– Will give presentation on Savonia uni: about communication strategy and marketing on the 8th of September
• Savonia sustain and develop further the service concept
• Concept will also market Savonia’s multi-disciplinery R&D work
• Community values in teaching and learning activities
• Service application, channel, concept could be game, sms, web, virtual (second life), spatial > based on user’s needs and desires
• End users are high school and vocational school students- This group will be participated in service development during
the workshop on the 8th of September, Kallavesi high school students
- Students needs, expectations, desires will work as source for desining service concepts
• Evaluation of the service concepts! - Savonia’s marketing unit will give feedback on the concepts
!
| www.savonia.fi |
INFORMTION ON SAVONIA:
• Increaced awareness about Savonia’s values, ideology and multi-disciplinary approach to future students with young peoples language
• Di!erent study areas and options
• Studing methods: learning in company projects, virtual study environment, practice based learning, lectures
• Leisure and free time options
• Tutors help during studies
| www.savonia.fi |
What we would like to find out a about the users
• Virtual competence
• Language they use
• Preferred information channel
• Needs, dreams, wishes, hopes
• Service application, channel, concept could be game, sms, web, virtual (second life), spatial > based on user’s needs and desires
• This can relate to existing capus plan ”The Route of Knowledge”
End result
| www.savonia.fi |
• The Route of Knowledge
• Di!erent activities
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
BACKGROUND
• Learning by doing
• Short time
• User participation
• Real life exercise
• Output will be used
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
CHALLENGE
• Our client in this exercise is Savonia University
• They are asking us as a team for a new way of looking at the way they market the university
• The key business challenge is that the number of applicants is predicted to decline in coming years
• So our focus is the present and the future on our doorstep
• The aim is to attract students to Savonia
Our task is to identify Service Design concept(s) by which Savonia can
• Stand out and package a distinct education offering
• Deliver services that help students find the right choice
• Be relevant and inspiring as they engage with prospect students
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
APPROACH
• Focus on consideration & evaluation phases in decision journey
• User participation
• Journey mapping
• Insight filtering
• Focus / strategy
• Ideation & concept development
• Clustering & prioritisation
• Prototyping & making ideas tangible
• Vision based presentation
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Debriefing
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Meet the users
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
The Customer
The New The Brand
Drop out
:-(SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Customer journey
INTERACTION
DECISIONLOYALTY
1
2
3
4
1 Consideration
INTERACTION
2 Evaluation
DECISION
3 Experience
INTERACTION
4 Satisfaction
LOYALTY
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
FIVE THINGS YOU DIDN’T SEE
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
DesignCentred
User Imagined
User Represented
User Experienced
User Centred
Co-design Crowd sourcing?
ROLE IMMERSION
OBSERVATIONPARTICIPATION
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
WHAT DO WE NEED TO KNOW?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
WHAT WE NEED TO KNOW
• Scope of the decision
• Influence, information, interests
• Needs, motivations & inconveniences
• Life, free time, family, friends, ‘well-being’
• Future, dreams, ambitions, planet, ‘good life’
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
HOW DO WE GET IT?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
New combination of existing methods.
http://flickr.com/photos/nanasupergirl/2302540236/sizes/l/
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
The power of the human aspect.
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Extended customer journey map
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Service ecology map
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Which image would you pick?
Which of these images describes best what you want your life to be about in the future?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Draw a university
How would you sketch the most important elements that make up a university?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Talk me through
What is the difference between deciding which trainers to buy or which university to choose?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Help an alien
What tips would you give somebody that is new to all this?Where to get information?
Who to talk to?How do you figure out the best choices?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Inconvenience analysis
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
5 x Why?
Do dig deeper and get under the skin of comments –ask ‘Why?’ five times in a row.
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
HOW DO WE GET IT?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
What do we need to bring back?
• Information
• Observations
• Interesting facts
• Hypothesis what is behind them
• Each group to present their ‘golden nuggets’
• Together we’ll discuss the insights and relevance to the brief
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
TUESDAY
MORNING
INSIG
HT CAPTURIN
G
B
RIEFIN
G
PRESEN
TING
SENSUALIS
ING
PROTOTYPIN
G
INTRODUCIN
G
DEBRIE
FING
FOCUSIN
G
USER PA
RTICIPA
TING
IDEA
GROW
ING
PRIORIT
ISIN
G
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
CALL TO ACTION! Workshop journey
MONDAY TUESDAY WEDNESDAY
A B
09:4
0-11
:00
10 m
ins @ 3
pm
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
CLIENT Q&A
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Client: Savonia University of Applied SciencesBusiness challenge: the number of applicants is predicted to decline in coming years
The aim: attract students to Savonia
Task: Identify Service Design concepts that make Savonia University stand out and package a distinct education offering . Deliver services that help students find the right choice. Be relevant and inspiring as they engage with prospect students
User-orientated marketing campaign for high school and vocational school students
New service concept connected with well-being & leisure to recruit future students
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Discussing marketing visions and visiting Kallavesi High School
Zooming into the user`s world
Scope of the decision, influence, information, interests, needs, motivations &
inconveniences, life, free time, family, friends, ‘well‐being’, future, dreams, ambitions, planet,
‘good life’
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
(EXTENDED) CUSTOMER JOURNEY
SERVICEECOLOGY MAP
WHICH IMAGE WOULD YOU PICK?
DRAW A UNIVERSITY
TALK ME THROUGH
HELP AN ALIENINCONVENIENCE ANALYSIS
5 x WHY?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Methods
Extended customer journey: How the customer perceives and experiences the service interface along a time axis. Considers also the time before and after the service.
Service ecology map: Holistic visualization of the service. Factors: politics, the economy, employees, law, societal trends, technological development
Which image would you pick? Which of these images describes best what you want your life to be about in the future?
Draw a university: How would you sketch the most important elements that make up a university?
Talk me through: What is the difference between deciding which trainers to buy or which university to choose?
Help an alien? What tips would you give somebody that is new to all this? Where to get information? Who to talk to? How do you figure out the best choices?
Inconvenience analysis: 5 x Why? Do dig deeper and get under the skin of comments – ask ‘Why?’ five
times in a row.
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
What do we need to bring back?
• Information
• Observations
• Interesting facts
• Hypothesis what is behind them
• Each group to present their ‘golden nuggets’
• Together we’ll discuss the insights and relevance to the brief
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
HOW IS IT GOING TO WORK?
• 30 high school students
• 1 hour 20 minutes
• 3 groups
• 5 of us and 10 of them
• 2 or 3 methods to try
• Take turns – ask, observe and write down
• Ensure you capture everything
Scope of the decision, influence, information, interests, needs,
motivations & inconveniences, life, free time, family, friends, ‘well‐
being’, future, dreams, ambitions, planet, ‘good life’
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
5 x Why? + Help an alien
Customer journey + Service ecology map
Draw a picture + Pick a picture
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Scope of the decision, influence, information, interests, needs,
motivations & inconveniences, life, free time, family, friends, ‘well‐
being’, future, dreams, ambitions, planet, ‘good life’
Talk me through Interview
Draw Themes :work, studies, family
Pick 3 pictures Why those are important in your life?
Scope of the decision, influence, information, interests, needs,
motivations & inconveniences, life, free time, family, friends, ‘well‐
being’, future, dreams, ambitions, planet, ‘good life’
Customer journey Touch points
Draw a university Imaging what is in your university
Post card from university
Google research word
Alien Tell about your university to an alien
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Scope of the decision, influence, information, interests, needs,
motivations & inconveniences, life, free time, family, friends, ‘well‐
being’, future, dreams, ambitions, planet, ‘good life’
Pick a picture Which describes the best your future and
current life?
Doesn't describe me at all
Discussion about choices
Why x 5
Help an alien How do you choose an university?
What do you want to show in your city?
What kind of skills they need in our world?
Scope of the decision, influence, information, interests, needs,
motivations & inconveniences, life, free time, family, friends, ‘well‐
being’, future, dreams, ambitions, planet, ‘good life’
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Scope of the decision, influence, information, interests, needs,
motivations & inconveniences, life, free time, family, friends, ‘well‐
being’, future, dreams, ambitions, planet, ‘good life’
Observation in high school
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
TUESDAY
AFTERNOON
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Interactive wall map
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Exercises
Draw your neighbour
Draw as many objects as you can in a minute
20 ideas
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Analyzing the results
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Brainstorm
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
TUESDAY
EVENING
Grouping ideas
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Concept design
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
WEDNESDAY
MORNING
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
User profiles based on observation
Mapping new ideas
List of main findings & insights
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
FINAL
PRESENTATION
Presentation
Designing a presentation
Final presentation
WORKSHOP TWO
SERVICE DESIGN WORKSHOP, KUOPIO, 07–09.09.2009
Experience Service Design
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
TERVE!
INSIG
HT CAPTURIN
G
B
RIEFIN
G
PRESEN
TING
SENSUALIS
ING
PROTOTYPIN
G
INTRODUCIN
G
DEBRIE
FING
FOCUSIN
G
USER PA
RTICIPA
TING
IDEA
GROW
ING
PRIORIT
ISIN
G
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
CALL TO ACTION! Workshop journey
MONDAY TUESDAY WEDNESDAY
A B
09:4
0-11
:00
10 m
ins @ 3
pm
User-orientated marketing campaign for high school and vocational school students
New service concept connected with well-being & leisure to recruit future students
PROBLEM
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
PROBLEM
1)
NEW WAY OF LOOKING AT THE PROBLEM
2)
KEY BUSINESS CHALLENGE IS THE DECLINING NUMBER OF APPLICANTS
4)
FOCUS IS ON THE PRESENT AND THE FUTURE ON OUR DOORSTEP
3)
THE AIM IS TO ATTRACT STUDENTS TO SAVONIA UNIVERSITY
METHODOLOGY
(EXTENDED) CUSTOMER JOURNEY
SERVICEECOLOGY MAP
WHICH IMAGE WOULD YOU PICK?
DRAW A UNIVERSITY
TALK ME THROUGH
HELP AN ALIENINCONVENIENCE ANALYSIS
5 x WHY?
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
SAVONIA IS NOT KNOWN AMONGST HIGH SCHOOL STUDENTS
SOCIAL MEDIA IS NOT RELEVANT FOR FINDING INFORMATION
PROBLEM
FINDINGS
SEARCH IS USED VERY SPECIFIC BUT NOT SYSTEMATICALLY
SUPPORT IN SELF-KNOWLEDGE / FIGURING OUT THE FUTURE NEEDED
LACK OF DIRECTION
TRADITIONAL IDEAS - FAMILY, HOUSE, PROPER JOB
INFORMATION NEEDED AT THE RIGHT LEVEL AT THE RELEVANT TIME
INCOMPLETE IDEA OF HIGHER EDUCATION - FOCUS ON SMALL PROBLEMS BEFORE AND LIFE AFTER
NEED FOR SECURITY / GUIDANCE
PROBLEM
FINDINGS
INSIGHTS
TRADITIONAL FUTURE
“HOTEL SAVONIA”
LIFE- / CAREER-COUNSELLING NEEDED
SOCIAL MEDIA =ENTERTAINMENT
LEVEL IS CLEAR -DIRECTION UNKNOWN
CLEAR CAMPS TO EITHER STAY OR LEAVE
PROBLEM
FINDINGS
INSIGHTS
TRADITIONAL FUTURE
“HOTEL SAVONIA”
LIFE- / CAREER-COUNSELLING NEEDED
SOCIAL MEDIA =ENTERTAINMENT
LEVEL IS CLEAR -DIRECTION UNKNOWN
CLEAR CAMPS TO EITHER STAY OR LEAVE
INSPIRE
GUIDE
EMPOWER
PROBLEM
FINDINGS
INSIGHTS
IDEAS
INSPIRE
GUIDE
EMPOWERProspective student
info package, personalized
High School project or evening course offered
by Savonia
Open UAS offered targeted for
prospective students
Be a Savonia student for a day
Santa Claus wish list
guide
Find your competencies
GAME
Facebook Quiz
SMS Quiz
Survival guide mobile phone
application
Savonia involved in school’s parents
evenning
Partnership programme with school counselors
Alumni Hall of Fame Youtube
Channel
Alumni EventWebinar, blogging
Large info screens on market square (promote
events)
Freebies: free laptop, smart phone, free mp3
download
Free time activities e.g. floorball
tournament for
Cross-branding with companies
after projects
Use international networks for student
reqcruitment
Workshops conducted in other countries
Projects with international groups:
churrch,
48h Savonia Chanllenge competition
Initiate/maintain student exchanges
PROBLEM
FINDINGS
INSIGHTS
IDEAS
INSPIRE
GUIDE
EMPOWERProspective student
info package, personalized
High School project or evening course offered
by Savonia
Open UAS offered targeted for
prospective students
Santa Claus wish list
guide
Facebook Quiz
SMS Quiz
Survival guide mobile phone
application
Savonia involved in school’s parents
evenning
Partnership programme with school counselors
Alumni Hall of Fame Youtube
Channel
Large info screens on market square (promote
events)
Freebies: free laptop, smart phone, free mp3
download
Free time activities e.g. floorball
tournament for
Cross-branding with companies
after projects
Use international networks for student
reqcruitment
Projects with international groups:
churrch,
48h Savonia Chanllenge competition
Initiate/maintain student exchanges
Be a Savonia student for a day
Find your competencies
GAME
Alumni EventWebinar, blogging
Workshops conducted in other countries
JOIN SAVONIA!
USER JOURNEY
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
ANNA EERO WATIBINI JENNIKATRI
OPEN CHALLENGE
PROBLEM
FINDINGS
INSIGHTS
IDEAS
INSPIRE
GUIDE
EMPOWER
ALUMNISYSTEM
SKILL GUIDEPACK
LIFE LINE
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
SOMETHING TO THINK ABOUT
• The brand development
• Tighter liasions with high school staff, eg. Info tools
• Co-operation with local stake-holders
• Further research on different stegeholders
• Problem: no flexibility in studies between Savonia units or degree programmes
• Problem in funding: degree programmes get funded by number of students snd credits -> students can not change their degree programme easily
• How students could co-operate with different stakeholders and advance their studies at the same time
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
Possible research areas
• High school students
• To understand the decisionmaking eg.
• Using discussion boards
• Google search analysis
• Value and future expectations
• Region: staying or leaving
• Interesting education subjects
• Marketing channels
High school teachers and career advisors
• Their processes
• How Savonia can help teachers and career advisors at their work?
• How to combine education? Eg Savonia students going to visit classes
Savonia’s current student
• *First year students
• Students leaving Savonia
• Exchange students in Savonia
SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
KIITOS!