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01 Service Design and Organizational Activation 2014
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01 Service Design and Organizational Activation 2014

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Service design focuses on the alignment and design of multiple brand touchpoints in a customer’s journey, including environments, interactions, media, and products. The results are more effective ...

Service design focuses on the alignment and design of multiple brand touchpoints in a customer’s journey, including environments, interactions, media, and products. The results are more effective and more enjoyable customer experiences. In a world that is growing more and more connected and complex, designers are facing a diverse set of challenges and have to interact with an even more diverse group of stakeholders. This is the opening talk for a semester on Service Design. Equipping students with the skills to navigate these waters successfully, this course consists of lectures, workshops, simulations, and discussions.

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01 Service Design and Organizational Activation 2014 01 Service Design and Organizational Activation 2014 Presentation Transcript

  • Service Design & Organizational Activation 2014 www.florianvollmer.com @florianvollmer FLORIANVOLLMER
  • FLORIANVOLLMER
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  • Philosophy FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Traditional Business: Quarterly profit, M&A, shareholder value, sales, market share, trade secrets, proprietary technology ... FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Design-Driven Business: Focus on the individual, sustainable practices, answering needs, connecting systems, transparency FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • 126 million units sold FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • One of design’s most fundamental tasks is helping people deal with change. Paola Antonelli, MOMA FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • le b ! m ro P h Design is Applied Problem Solving. it w m le b ro P FLORIANVOLLMER – (me, old) © Florian Vollmer, 2014 – www.florianvollmer.com
  • Analyzing Current Realities Planning and Executing for Preferred Realities FLORIANVOLLMER – (me) © Florian Vollmer, 2014 – www.florianvollmer.com
  • Industrial Design Graphic Interface FLORIANVOLLMER Interaction © Florian Vollmer, 2014 – www.florianvollmer.com
  • Design FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Opportunity FLORIANVOLLMER Text Solution Design © Florian Vollmer, 2014 – www.florianvollmer.com
  • Styling UCE, BIAD Birmingham, UK Connection Interaction KISD, Cologne, Germany Craft KHB Berlin, Germany GATECH, Atlanta, GA FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Industrial Design Focus on the design process Georgia Institute of Technology College of Computing: HCI and Ubicomp Design of a multidisciplinary curriculum Focus on new interface paradigms School of Literature, Communications, Culture Focus on new meaning FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Design Advocacy SMB’s Peer Learning New Forms of Education Design Management Service Design Evolution Cultural Insights A Glimpse Growing Context Floating Freely The Sensation of Weightlessness Happiness In the face of material poverty FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Reliance on Separation of Dedicated Project Designer/ Designer PM Addition of Integration of Des/ PM/ AM Integration of Production 2D/ 3D Digital Signage New Service New Service Strategy Service Design Focus on FLORIANVOLLMER 2002 Shift to being Strengths 2001 Understanding with Talinsight Generative 2003 2004 2005 2006 2007 2008 2009 2010 © Florian Vollmer, 2014 – www.florianvollmer.com
  • Global System of Systems Humanity Group I believe one should design for the advantage of the largest System Individual mass of people, first and always. – Raymond Loewy Intervention FLORIANVOLLMER Experience © Florian Vollmer, 2014 – www.florianvollmer.com
  • Pretty is easy. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • ... is for all users and stakeholders Good design... ... has a positive emotional impact ... speaks to multiple senses FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Touchpoints Touchpoints Touchpoints Touchpoints A Journey ... FLORIANVOLLMER Touchpoints Touchpoints © Florian Vollmer, 2014 – www.florianvollmer.com
  • Touchpoint Analysis Hack FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Touchpoints Traditional Media Social Media mCommerce eCommerce FLORIANVOLLMER Customer Environment Product Presentation Sales Engagement Ownership Experience © Florian Vollmer, 2014 – www.florianvollmer.com
  • Service Design Definition FLORIANVOLLMER Prof. Birgit Mager © Florian Vollmer, 2014 – www.florianvollmer.com
  • Service Design Definition “Service design focuses on the alignment and design of multiple brand touchpoints in a customer’s journey, including environments, interactions, media, and products. The results are more effective and more enjoyable customer experiences.” FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Co-Creation FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Stakeholder Activation FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Fascinating Times FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Good design is good business. – Thomas Watson, IBM FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Fascinating Times FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Infinite Possibilities
  • Sensors, © Florian Vollmer, 2014 – www.florianvollmer.com
  • Sensors, Bridging Media, © Florian Vollmer, 2014 – www.florianvollmer.com
  • Sensors, Bridging Media, Ubiquitous Commerce, © Florian Vollmer, 2014 – www.florianvollmer.com
  • Sensors, Bridging Media, Ubiquitous Commerce, Augmented Reality, Deep Mapping, © Florian Vollmer, 2014 – www.florianvollmer.com
  • Sensors, Bridging Media, Ubiquitous Commerce, Augmented Reality, Deep Mapping, Touch, © Florian Vollmer, 2014 – www.florianvollmer.com
  • Sensors, Bridging Media, Ubiquitous Commerce, Augmented Reality, Deep Mapping, Touch, Social Networks, © Florian Vollmer, 2014 – www.florianvollmer.com
  • ... Ubiquitous Commerce, Augmented Reality, Deep Mapping, Touch, Social Networks, Digital Manufacturing, © Florian Vollmer, 2014 – www.florianvollmer.com
  • ... Ubiquitous Commerce, Augmented Reality, Deep Mapping, Social Networks, Digital Manufacturing, M2M ... © Florian Vollmer, 2014 – www.florianvollmer.com
  • The Commonality? FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Truly understand the user’s needs FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Services Information Goods © Florian Vollmer, 2014 – www.florianvollmer.com
  • 16 Weeks FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Partners Company Team I © Florian Vollmer, 2014 – www.florianvollmer.com
  • Partners Company Process, Tools, Language Team I FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Some Thoughts FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
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  • FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
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  • Service FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • 1980’s 1990’s 2000’s 100% service % GDP goods 0% FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Planner Doer Craftsman FLORIANVOLLMER
  • A Journey FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Brand Wayfinding Digital Interaction Info Graphics/ Print Human Interaction Digital Signage Environmental Cues Smartphone? FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Pre-Service Service Period Post-Service Time © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Back-Stage Front-Stage User Experience Actors © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • technologists training IT marketing business operations brand FLORIANVOLLMER
  • Trends In SD FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • 1. Rethinking Business Models: From Value to Values FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • 2. Conscious Businesses Win FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • 3. From Transaction to Long-Term Relationship FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • 4. Product and Service Hybridization FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • 5. From Big Data to Little Data FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • 6. From Strategy to Capacity FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • 7. Measuring Customer Experience FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • 8. CX Grit—Closing the Reality Gap FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  • Design Management FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Business Design Drivers Rationality Experience Method Analysis Iteration Process Planning Doing Decisions Logic Empathy Values Stability Novelty © Florian Vollmer, 2014 – www.florianvollmer.com
  • Vision Culture Innovation Growth Stock Value Investment & Focus Intervention Point for Design Value of Design Inspiration: Marty Neumeier, The Designful Company
  • Design Marketing General Manager Strategy Capital Organization Processes & Tech Go-to-market Distribution Pricing/ Financials Product/ Service Packaging Branding Go-to-market Distribution Pricing/ Financials Product/ Service Packaging Branding Product/ Service Packaging Branding Inspiration: Louis Kim, VP Advanced Platform Group, HP © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Planning & Process FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Design Thinking © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • 1 % Idea © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Language © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Decision Making Tools © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Facilitation FLORIANVOLLMER
  • Waterfall Agile © Florian Vollmer, 2014 – www.florianvollmer.com
  • Co-Designing © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Service in Beta © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Prototype Beta Measure Beta © Florian Vollmer, 2014 – www.florianvollmer.com Measure 1.0 FLORIANVOLLMER
  • Stakeholder Activation technologists training IT marketing business operations brand © Florian Vollmer, 2014 – www.florianvollmer.com
  • Creating a Joint Vision © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Execution FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • 1 % Idea © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • 10 % Plan © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Integration © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Storytelling © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Activation © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Project FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • Dialog Style FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • Ask © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • @florianvollmer #servicedesign © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • www.florianvollmer.com © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • For the End FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  • © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  • © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER