Environments, things, sites, people – service design

www.inforetail.com www.florianvollmer.com#irinc @florianvollmer

We help companies maximize worthin customer environments by developingstrategies, then activating them using designand solution management

www.inforetail.com www.florianvollmer.com#irinc @florianvollmer Environments, Things, Sites, People Service Design

?Design

?Service Experience

3Defining Dimensions

1. A Changing World

Flexible Formats Value ShoppingFragmentation Payment SystemsCustomization Digital Signage ContentRFID/ NFC LocalizationQR Codes Self-ShoppingMobile Commerce Desire for AuthenticityMultichannel Multi-sensorialStore AutomationTectonic Shifts in Retail

User Expectations

Amazon Air BnB Groupon Zifty TwitterZipcar Delta Match.com Facebook Flickr Times.com Red Laser Net ixYoutube

Enabled by: The Web

SmartPC Laptop Netbook Phone

Truly:Everywhere Computing

2. Experience & Service

Elevator Traffic AnalysisThe anticipated elevator population shall be calculated based on theoccupiable floor area of the building and a factor of 14 m2 (150 ft2)per person. It shall be assumed that 8 to 10 percent of the resultingpopulation would not require elevator service during the peakperiods. If the building design requires two or more elevator banks,the population calculation results shall be apportioned by functionallayout of the building. These divisions shall then be assigned to theappropriate elevator banks. For this purpose an “elevator bank” isdefined as a group of adjacent or opposite elevators that functionunder a common operational system.http://www.gsa.gov/portal/category/21052

Service: The Value of Experiences

1980’s 1990’s 2000’s100% service %GDP goods 0%

3. A Journey

#5 #8 #6 #7

#11 #10#9

#14 #15

>>>#17b #17a#16

#22#23

#25#24

#27#26

BrandWay ndingDigital InteractionInfo Graphics/ PrintHuman interactionDigital SignageEnvironmental cues

5 Brand8 Way nding1 Digital Interaction4 Info Graphics/ Print3 Human interaction2 Digital Signage3 Environmental cues Smartphone?

mCommerce Customer Product Social Environment Sales eCommerce PresentationTraditional Media Engagement OwnershipMedia Experience Experience Arch: Touchpoints

mCommerce Customer Product Social Environment Sales eCommerce PresentationTraditional Media Engagement OwnershipMedia Experience Strategy Service Design Design Integrated Project Management Solution Management

"Service design is the planning of the interactions atbrand touch points. A customers journey includesinteractions with environments, media, and products.The results are more effective and more enjoyablecustomer experiences"

3Key Concepts

Problem Solution1. The design process

2. Integrating Stakeholders

We are Ladies and Gentlemen,Serving Ladies and Gentlemen.

Back of House Front of House

technologiststrainingITmarketingbusinessoperationsbrand

User ConsumerQualitative Quantitative Design Marketing 3. Determine Real Needs

authenticlongtermadvocacy

Touchpoints From Service to Touchpoint

1. Customer Journey Map

Customer Journey Map 12SEEDR & People of Resource The graphics from the video can be seen as a number of related actions. WIth each action emotions and considerations occur for the user. In this Customer Journey Map we have noted were some things potentially could go wrong in the process.06.21.2011 | 2011 © Info Retail, Inc. All Rights Reserved. 06.21.2011 | 2011 © Info Retail, Inc. All Rights Reserved.

Pre-Service Service Post-Service

2. Service Blueprint

TOUCHPOINTS and F2F (HCM, HCT F2F (HCM, HCT and Map of location F2F (HCM, HCT and (HCM, HCT and F2F (HCM, HCT and F2F (HCM, HCT and (HCM, HCT and F2F (volunteer and (HCM, HCT F2F (volunteer and (HCM, HCT F2F (volunteer F2F (HCM, HCT, (volunteer F2F (HCM, HCT, (volunteer F2F (HCM, HCT, F2F volunteers) volunteers) volunteers) volunteers) volunteers) partners) volunteers) partners, newborns volunteers) partners) volunteers) partners, newborns volunteers) partners) volunteers) volu A touchpoint can de ne Healthcare Clinic Healthcare Clinic Healthcare Clinic Healthcare Clinic Healthcare Clinic Itinerary Healthcare Clinic and newborn’s family) Healthcare Clinic Itinerary Healthcare Clinic and newborn’s family) Healthcare Clinic Itinerary Healthcare Clinic Hea anything from personal, Registration forms face to face contact between two people, to virtual interaction with a Registration forms Instruction Room Registration forms PowerPoint Paper, Pens Touchpoints Instruction Room Registration forms PowerPoint Paper, Pens Cold Containers Instruction Room Cold Box PowerPoint Birth Dose Kits Paper, Pens Ice Packs Cold Containers Instruction Room Ice Packs PowerPoint Birth Dose Kits Paper, Pens Clip Board Pen House of newborns Cold Containers Itinerary Cold Box Cold Containers Birth Dose Kits Ice Packs Birth Dose Kits Cold Containers Ice Packs Remaining Birth Dose Birth Dose Kits Kits Board Clip Clip Board Pen Itinerary newborns House of Cold Containers Itinerary Ice Packs Cold Containers Remaining Birth Dose Ice Packs Kits Dose Kits Birth Cold Containers Cold Box Ice Packs Ice Packs Birth Dose Remaining Remaining Birth Dose Kits Kits Board Clip Itinerary Clip Board Cold Containers PenPacks Ice Completed Birth Dose Remaining Reports Kits Cold Cold Ice P Rem Kits website or physical trips Reports Clip Board Pen Reports Clip Board Immunization Tools Pen Clip Board Imm to a location. Water Canteen Pen Completed Reports Water Canteen Pen Completed Reports Pen Immunization Tools Reports Water CanteenTools Immunization Completed Reports Reports Water Canteen Completed Reports Water Canteen Immunization Tools Water Canteen Immunization Tools Water Canteen Immunization Tools Immunization Tools Immunization Tools VOLUNTEER ACTIONS (through the journey) Actors On-Stage for Arrival Procedure Arrival Procedure Pre-registration for Training for volunteers Arrival Procedure Staff shows volunteers Arrival Procedure Staff andfor volunteers Training volunteers Informal Staff shows volunteers Volunteers go door- Staff and volunteers Informal Registration ofdoor- Volunteers go Staff and volunteers Informal Volunteers hand over Registration of Staf ore volunteering before (taught by HCM and how to pack the new pack the cold and (taught by HCM communication new how to pack the to-door (following pack the cold communication volunteers upon arrival to-door (following store vials in cold box communication the reports upon the volunteers from arrival stor (Introduction between (Introduction between (Introduction between (Introduction between journey HCT) cold containers containers together HCT) between volunteer cold containers the itinerary + extra containers together between volunteer to know who+ extra the itinerary has come between volunteer to know who has come eld to the staffc has The volunteers, HCM and FRONT OFFICE HCT)mpaign Front Of ce Volunteers ll out represents the visible registration forms volunteers, HCM and HCT) Healthcare clinic has planned the campaign Volunteers ll out registration forms HCT) Actors Back-Stage volunteers, HCM and Volunteers ll out registration forms volunteers, HCM and Staff teaches HCT) volunteers what to do Volunteers ll out and not to do with the registration forms materials Hand out itineraries Volunteers split into teams team Staff teaches volunteers what to do and not to do with the materials houses) Hand out itineraries Immunization of Volunteers split into newborns with birth teams dose kits team back houses) Immunization of newborns with birth dose kits Staff and volunteers team store tools and cold containers in correct place back Staff checks that all the reports are there Staf stor cont plac contact with Jenny. Fill out report for each Fill out report for each newborn newborn Registration Registration Staff trained to know Registration Staff trained to know Registration Staff has prepared all trained to know Volunteers haveknow Staff trained to an Preparingprepared all Staff has the birth Volunteers have an Getting the physical Preparing the birth Staff and volunteers Volunteers have Getting the physical Staf Coordination Coordination the procedure (training Coordination how to pack the Coordination the materials (frozen procedure (training itinerary that the them how to pack tells dose kit to give to the the materials (frozen itinerary that tells them spacekit to give to the dose ready for trained to know what created the reports in space ready for train and (experience)) new cold containers ice packs, birth dose and (experience)) where to go new cold containers newborn birth dose ice packs, where to go volunteers newborn to do with the materials the eld (training) volunteers to d BACK OFFICE Prepare physical space ready for volunteers The Back Of ce represents what takesthe Preparation for polio campaign Prepare physical space ready for volunteers Preparation for the polio campaign Actors Back-Stage Prepare physical space Staff has created the ready for volunteers overall plan for the Preparation for the campaign polio campaign Prepare physical space (training and ready for volunteers (experience)) Preparation for the Staff knows the new polio campaign kits, cold containers) Staff has created the Staff has prepared an overall plan for the itinerary and team list campaign (training and (experience)) Staff knows the new kits, cold containers) Archiving the reports during the way Staff has prepared an itinerary and team list Ready to receive Archiving the reports informationway during the from volunteers (Especially how to re-store the vaccines in the cold box) Staff archives the Ready to receive reports information from volunteers Staff is trained to know (Esp re-s the c place behind the scenes, Staff has created an cold container enough Staff knows how an has created cold container enough Staff knows how how to archive the the invisible contact. to discuss use to discuss use itinerary approximately how itinerary approximately how reports (training) many vaccines are many vaccines are needed neededning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Camm SUPPORT System Volunteer Volunteer System Volunteer System Volunteer System Volunteer System Volunteer System Volunteer Training System Volunteer System Training Training of HCM and Training ofSystem Volunteer HCM and Train PROCESSES The Support Processes represent the systems Training of HCM and HCT Volunteer Training HCT Support Processes Training of HCM and Volunteer Training Training of HCM and HCT Volunteer Training Volunteer Training Training of HCM and System HCT Import system of Volunteer Training Training of HCM and HCT Volunteer Training System Volunteer Training System Import system of System HCT Volunteer Training System HCT Volunteer Training System HCT Volu Syst that lie behind any of System System System materials (cold System System materials (cold these actions being able containers, vaccines, containers, vaccines, to take place. ice packs etc.) ice packs etc.)

Touchpoints Actors On-StageActors Back-StageSupport Processes

Your last parking experience?

TouchpointsSupport Processes

3. Service in Beta

Prototype Beta Measure Beta Measure 1.0

Pretty is easy.

... is for all users and stakeholdersSuccessful Design... ... has a positive emotional impact ... speaks to multiple senses

Fascinating Times

infinite possibilities

RFID, NFC,

RFID, NFC, QRCodes,

RFID, NFC, QRCodes, mCommerce,

RFID, NFC, QRCodes, mCommerce, augmented reality,

RFID, NFC, QRCodes, mCommerce, augmented reality, locationbased services,

RFID, NFC, QRCodes, mCommerce, augmented reality, locationbased services, social media,

RFID, NFC, QRCodes, mCommerce, augmented reality, locationbased services, social media, 3d printing,

RFID, NFC, QRCodes, mCommerce, augmented reality, locationbased services, social media, 3d printing, ubicomp,

RFID, NFC, QRCodes, mCommerce, augmented reality, locationbased services, social media, 3d printing, ubicomp, m2m...

The Commonality?

Truly understandthe user’s needs

Information Services Goods Lifespace

The next big, tectonic shifts – in retail?Service Innovation ... for the human?Integration of design for change management?

Questions?Defining Key TouchpointsDimensions Concepts

www.inforetail.com www.florianvollmer.com#irinc @florianvollmer

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Environments, things, sites, people – service design

by Florian Vollmer on Jul 20, 2011

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Environments, things, sites, people – service design — Presentation Transcript