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SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
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SDOA 2.1 Service Design – An In-Depth Primer

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This presentation covers key aspects of the emerging practice of Service Design. SDOA – Service Design and Organizational Activation. Enhanced lecture course Gatech 2012, Industrial Design. This …

This presentation covers key aspects of the emerging practice of Service Design. SDOA – Service Design and Organizational Activation. Enhanced lecture course Gatech 2012, Industrial Design. This presentation is part of the "breadth" part of the lecture series - designed to give service design students an understanding of business-relevant tools and concepts.

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  • 1. www.florianvollmer.com@florianvollmer Service Design – A Primer
  • 2. Intro © Florian Vollmer, 2012 – www.florianvollmer.com
  • 3. Nothing is Stable. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 4. Design Commoditization. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 5. Open-Source Design. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 6. Threats to Traditional Value Generation. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 7. What is Design? © Florian Vollmer, 2012 – www.florianvollmer.com
  • 8. Eames?
  • 9. Droog?
  • 10. Starck?
  • 11. Tizio?
  • 12. iDrive?
  • 13. designis to designthe designof a design (John Heskett) © Florian Vollmer, 2012 – www.florianvollmer.com
  • 14. Value? © Florian Vollmer, 2012 – www.florianvollmer.com
  • 15. What do you value? © Florian Vollmer, 2012 – www.florianvollmer.com
  • 16. why? © Florian Vollmer, 2012 – www.florianvollmer.com
  • 17. What is Service? © Florian Vollmer, 2012 – www.florianvollmer.com
  • 18. FedEx?
  • 19. The Plumber?
  • 20. Virgin Atlantic?
  • 21. USPS?
  • 22. The W Hotel?
  • 23. A Blurry Line © Florian Vollmer, 2012 – www.florianvollmer.com
  • 24. Amazon.
  • 25. Drinks at a Restaurant.
  • 26. Harrods.
  • 27. Service Adds Value.
  • 28. Service Product Brand © Florian Vollmer, 2012 – www.florianvollmer.com
  • 29. Service Is Value.
  • 30. WhyService Design? © Florian Vollmer, 2012 – www.florianvollmer.com
  • 31. 80% 20%
  • 32. Managers Planners © Florian Vollmer, 2012 – www.florianvollmer.com
  • 33. Managing & Planning for Complexity © Florian Vollmer, 2012 – www.florianvollmer.com
  • 34. Relationships. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 35. Service Design Experience Design © Florian Vollmer, 2012 – www.florianvollmer.com
  • 36. Service DesignService ManagementService Design © Florian Vollmer, 2012 – www.florianvollmer.com
  • 37. Service Design Service Marketing © Florian Vollmer, 2012 – www.florianvollmer.com
  • 38. Service Design Industrial Design © Florian Vollmer, 2012 – www.florianvollmer.com
  • 39. Service Design HCI © Florian Vollmer, 2012 – www.florianvollmer.com
  • 40. Service Design“Design Thinking” © Florian Vollmer, 2012 – www.florianvollmer.com
  • 41. Intermission.
  • 42. Characteristics. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 43. Systems-Oriented. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 44. Taming Complexity. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 45. Multiple Stakeholders. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 46. Depending on Facilitation. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 47. Requires a Multi-Facetted Designer. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 48. Understanding of Business Processes. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 49. Is Acting from Empathy and User Insights. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 50. Relying on Ethnographic Practices. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 51. Delivered by: Humans © Florian Vollmer, 2012 – www.florianvollmer.com
  • 52. Delivered by: Interfaces © Florian Vollmer, 2012 – www.florianvollmer.com
  • 53. Moving from OR to AND © Florian Vollmer, 2012 – www.florianvollmer.com
  • 54. Moving from OR to AND © Florian Vollmer, 2012 – www.florianvollmer.com
  • 55. Human Interface User © Florian Vollmer, 2012 – www.florianvollmer.com
  • 56. Service Activation = Organizational Activation © Florian Vollmer, 2012 – www.florianvollmer.com
  • 57. Service Activation = Organizational Activation. Create Believe. Prepare. Create Ownership. Enable Memory. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 58. Principles. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 59. Focus on the Human. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 60. Co-Create. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 61. Sequencing. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 62. Evidencing. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 63. Holistic & System-Integrated. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 64. Holistic & System-Integrated.
  • 65. Taxonomy. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 66. Clients Business Model Canvas Stakeholder Maps Customer Lifecycle Maps Expectation Maps The Five Whys (*) Storyboards Co-Creation Design Scenarios Research Creativity in the Life A Day Planning Execution What if… (*) Service Blueprints Service PrototypesService Safaris Storytelling Agile Development Customer Journey Desktop Walkthrough Maps Personas Service Staging Contextual Interviews Shadowing Mobile Ethnography Internal © Florian Vollmer, 2012 – www.florianvollmer.com
  • 67. Meaning. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 68. Codifying the Meaning of Services. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 69. Analyze Refine Design Service Designer Communicate Service Designer { Visibility } { } Organization Meaningful Service ExperienceFulfillment Passion &Customer The Why Sense of Ownership Front Stage Analyze Actor Service Designer © Florian Vollmer, 2012 – www.florianvollmer.com
  • 70. Global Humanity System of Group Systems System IndividualIntervention Experience © Florian Vollmer, 2012 – www.florianvollmer.com
  • 71. Process. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 72. Problem Solution Design © Florian Vollmer, 2012 – www.florianvollmer.com
  • 73. Waterfall Agile © Florian Vollmer, 2012 – www.florianvollmer.com
  • 74. Prototype Beta Measure Beta Measure 1.0 © Florian Vollmer, 2012 – www.florianvollmer.com
  • 75. Ingredients. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 76. mCommerce Customer Product Social Environment Sales eCommerce PresentationTraditional Media Engagement OwnershipMedia Experience © Florian Vollmer, 2012 – www.florianvollmer.com
  • 77. © Florian Vollmer, 2012 – www.florianvollmer.com
  • 78. Pre-Service Service Period Post-Service © Florian Vollmer, 2012 – www.florianvollmer.com
  • 79. Back-Stage Front-StageUser Experience © Florian Vollmer, 2012 – www.florianvollmer.com

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