Ez summit, Digital service design


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  • Before I introduce myself, or Livework, let me show you some low tech services
  • Making payments and transferring money to family & friends via SMS in Bangladesh
  • Paying your mobile phonebills with cash using kiosks in Rumania and Russia
  • Toilet facilities in London Underground “the tube”
  • Your fridge has something to say, or someone left you a message.
  • Waiting in Line - Thailand Style
  • Reading the energy meter in Amsterdam
  • Train delays and cancelations announced at a station in the UK
  • My name is Melvin Brand FluI am a partner in Livework as service design company with studios in London, Oslo, Rotterdam and Sao Paulo
  • We seek to understand the service from a human and customer perspective and balance that with the capabilities of an organisation
  • Most of the services and service improvements have technology component that enables this to happen
  • All the services mentioned her have a low tech approach and are used/consumed by 100 of millions
  • Quick tap is a mobile service launched in the UK in 2010, enabling people to pay with their mobile phone by taping the terminal. This requires an ecosystem of smart phones, cards and chips.Meanwhile over 300 million people without a bank account are using their dump phones to make payments.
  • BarclaysPingit service enables you to send money directly to friends, who have a Barclays account…From the terminals in Russia millions of cash payments are made friends family and businesses. One of the biggest users of the service: mobile companies
  • The advanced app gives your energy consumption, enables you to send a picture of your meter reading and offers other useful services. The only thing it does not do is tell your bill in money instead of kWh. What is a kilo watt anyway?
  • This app tells you about delays. Pretty useless when you are IN the tube in London.The driver can tell you real time AND relevant information
  • Yes, your fridge can talk. It can talk to your supermarket, your TV, give you diet tips… Will you listen, or do you care??
  • A perfectly designed system was supposed to eliminate queues in a hospital by giving the wait time on a mobile device. People optimised their time, wandered around and came late.I Thailand you would not leave your shoes behind.
  • Having worked with hundreds of clients over the world we have come to believe a couple of things
  • Most of the services shown before failed because of HIM.
  • Design services for the human, not the caricatures
  • The customer experience lifecycle for mobile services. Most of the negative experiences (irritations) are preventable and show up as incidents. For most companies there is a business case for early to improve receive & setup and early use phases of the lifecycle.
  • Noorganisation can tackle all the irritations and service improvements in one go. There are multiple intervention points that can be addressed, some of them fairly easily.
  • The impact of a change in service (journey) can have a significant impact on the organisation. Understanding this impact is key in engaging and mobilising the organisation around the internal change required to make the service a success.
  • This example shows a workspace for a project organisation. Usually these systems are designed at an input level: people who use this tool frequently
  • By designing the tool for the decision makers and stakeholders, the whole process can be cut down significantly saving a significant amount of time and money.
  • Some examples of some of our clients.
  • Design for the human, not the caricatures
  • Design for the human, not the caricatures
  • Design for the human, not the caricatures
  • Design for the human, not the caricatures
  • Design for the human, not the caricatures
  • Sometimes you just need more toilets.
  • Ez summit, Digital service design

    1. 1. PRESENTATIONezSUMMITDigital service designFebruary 28th
    2. 2. What do the followingpictures say aboutservice?
    3. 3. live|work
    4. 4. We imagine whatwill be valuable forcustomers, thendefine what ispossible for abusiness.
    5. 5. (Digital) technologycan improve services.But does it....
    6. 6. What webelieve
    7. 7. Mobile services Receive &Consider Buy Early use Use Change in use Incident Contemplate setup
    8. 8. Receives the product, starts the Early stages of being a customer and Familiar with the company, its product Change in personal situation or service dealing with the transition to service and service, establishing regular energy circumstance that impacts the contract provider consumptionSetup: Personalise: Seduce: Educate:Make sure the customer is Make offers and Offer incentives to use new About the product andfamiliar with the phone and recommendation on how to services and introduce other featurescore services use additional services others Receive & Setup New customer Customer Change in use
    9. 9. Manage global marketingcampaigns Project Clarity on progress Management Team Manager Tasks Sponsor Member Local assigned Programme market leader SMECoordinator Status Loads approved Receives update version approval requestTeam member contributions….. structured to support meetings….. ensuring clear decisions and approvals Receives actions External partner
    10. 10. Management Sponsor Programme leader Status update: K Holistic Update: Brazil has adopted best in class Status update Receives approval requestensuring clear decisions and approvals
    11. 11. Some examples
    12. 12. “The new bill is simpler tounderstand, and createsless trouble for us. It’sgreat”
    13. 13. Social contact and communicationfor families with a loved one withdementia.
    14. 14. Introduceinsurance toyoung people
    15. 15. “I would never haveconsidered these issuessitting behind my desk”
    16. 16. Move people from physical bill todigital billing
    17. 17. liveworkstudio.com