SDT2012 (P1.3): Welcome to Stockholm! The Capital of Scandinavia

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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):

Emma Laurentz, Transformator Design Group AB (Sweden)

As Senior Service Designer and project manager at Transformator Design, Emma works creativly and operativly in projects, performing customer insight based innovation in channel independant scopes. Working with a wide range of industries; from Social Insurance to Transportation and Banking, Emma has delivered solutions that spread from digital applications to public spaces.

Welcome to Sweden! The Capital of Scandinavia
When pollution from cars and buses riding to and from the airport is growing larger than from the actual airplanes, how can customer experience in train transportation become a life safer? An exciting talk about the chaos when 5 transportation partners struggle to agree on business models - whilst the customer experience is minimal and the amount of traveller’s in- and out bound by train at Arlanda airport are rapidly increasing. By capturing customer expectation, needs and logic through co-creative based innovation, Transformator Design delivered a solution for the train platform environment as well as in a new business model.

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SDT2012 (P1.3): Welcome to Stockholm! The Capital of Scandinavia

  1. 1. “Welcome to Stockholm! THE CAPITAL OF SCANDINAVIA “
  2. 2. EMMA LAURENTZ, SENIOR SERVICE DESIGNERCASE: ARLANDA TRAIN STATION“WHAT HAPPENS WHENA BLAME GAME ISINTERRUPTED BY A CUSTOMER INSIGHTBASED SERVICE DEVELOPMENT?”
  3. 3. STOCKHOLM, SWEDEN (1998) 20+ EMPLOYEESCUSTOMER INSIGHT BASED SERVICESTRATEGY, INNOVATION, IMPLEMENTATIONCHANNEL INDEPENDANTBANK, PUBLIC SERVICES, INSURANCES,HEALTH CARE, TELECOM, TRANSPORTATION,PHARMACEUTICAL INDUSTRY
  4. 4. ARLANDAAIRPORT BACKGROUND
  5. 5. CHALLENGE & PARADOX INCREASING POLLUTION LEVELS OUR CLIENT: ARLANDA AIRPORT DECREASE CAR TRAFFIC THROUGH ATTRACTIVE TRAIN SERVICE THE OWNER: IN ORDER TO FINANCE THE TUNNEL - A-TRAIN (PRIVATE) CHARGING THE OPERATING TRAIN COMPANIES 3 TRAIN PARTIES CHARGING THE TRAVELLERS AN (PUBLIC) EXTRA FEE TO ENTER ARLANDA
  6. 6. SHIFT OF FOCUSNEUTRAL THIRD PARTYFINDING INCENTIVES FOR ALLPARTIES TO CHANGE THEIRBUSINESS MODELS -FROM FOCUS ON COSTS.....TO ALTERNATIVES BASED ONCUSTOMER NEEDSHELPING TO PRIORITISE AND TODEFINE CONDITIONS BEFOREIMPLEMENTATION
  7. 7. SHIFT OF FOCUSNEUTRAL THIRD PARTYFINDING INCENTIVES FOR ALLPARTIES TO CHANGE THEIRBUSINESS MODELS -FROM FOCUS ON COSTS.....TO ALTERNATIVES BASED ONCUSTOMER NEEDSHELPING TO PRIORITISE AND TODEFINE CONDITIONS BEFOREIMPLEMENTATION
  8. 8. SHIFT OF FOCUSNEUTRAL THIRD PARTYFINDING INCENTIVES FOR ALLPARTIES TO CHANGE THEIRBUSINESS MODELS -FROM FOCUS ON COSTS.....TO ALTERNATIVES BASED ONCUSTOMER NEEDSHELPING TO PRIORITISE AND TODEFINE CONDITIONS BEFOREIMPLEMENTATION
  9. 9. SHIFT OF FOCUSNEUTRAL THIRD PARTYFINDING INCENTIVES FOR ALLPARTIES TO CHANGE THEIRBUSINESS MODELS -FROM FOCUS ON COSTS.....TO ALTERNATIVES BASED ONCUSTOMER NEEDSHELPING TO PRIORITISE AND TODEFINE CONDITIONS BEFOREIMPLEMENTATION
  10. 10. SCOPEFLOW EXPERIENCE
  11. 11. PROCESS
  12. 12. METHODS& TOOLS
  13. 13. OBSERVATION
  14. 14. INTERVIEWS
  15. 15. INTERVIEWS “ COLD CLEAN DARK QUIET EMPTY “
  16. 16. PROTOTYPING
  17. 17. “I see the sign, Iunderstand it, I ignore itand act on my common sense”
  18. 18. WHAT IF..a b
  19. 19. VISUAL TRIGGERS
  20. 20. MOCK UP &CUSTOMER JOURNEYMAPPING
  21. 21. METHODSOPEN STORIESOBSERVE AND ASKPROTOTYPE ON SITEUSE TRIGGERSMAKE SURE TO SHOW THATTHINGS CAN BE DIFFERENTMAKING SERVICES TANGIBLE
  22. 22. METHODSOPEN STORIESOBSERVE AND ASKPROTOTYPE ON SITEUSE TRIGGERSMAKE SURE TO SHOW THATTHINGS CAN BE DIFFERENTMAKING SERVICES TANGIBLE
  23. 23. METHODSOPEN STORIESOBSERVE AND ASKPROTOTYPE ON SITEUSE TRIGGERSMAKE SURE TO SHOW THATTHINGS CAN BE DIFFERENTMAKING SERVICES TANGIBLE
  24. 24. METHODSOPEN STORIESOBSERVE AND ASKPROTOTYPE ON SITEUSE TRIGGERSMAKE SURE TO SHOW THATTHINGS CAN BE DIFFERENTMAKING SERVICES TANGIBLE
  25. 25. METHODSOPEN STORIESOBSERVE AND ASKPROTOTYPE ON SITEUSE TRIGGERSMAKE SURE TO SHOW THATTHINGS CAN BE DIFFERENTMAKING SERVICES TANGIBLE
  26. 26. METHODSOPEN STORIESOBSERVE AND ASKPROTOTYPE ON SITEUSE TRIGGERSMAKE SURE TO SHOW THATTHINGS CAN BE DIFFERENTMAKING SERVICES TANGIBLE
  27. 27. RESULT
  28. 28. FROM BLAME TO GAME UNLEASH OF ORGANISATIONAL ENERGYINTERNAL CONFLICT RESOLVEDBY NEUTRAL THIRD PARTYUNLOCKING OF ORGANISATIONAL KNOTFASTER TO AGREEMENT
  29. 29. FROM BLAME TO GAME UNLEASH OF ORGANISATIONAL ENERGYINTERNAL CONFLICT RESOLVEDBY NEUTRAL THIRD PARTYUNLOCKING OF ORGANISATIONAL KNOTFASTER TO AGREEMENT
  30. 30. FROM BLAME TO GAME UNLEASH OF ORGANISATIONAL ENERGYINTERNAL CONFLICT RESOLVEDBY NEUTRAL THIRD PARTYUNLOCKING OF ORGANISATIONAL KNOTFASTER TO AGREEMENT
  31. 31. FROM BLAME TO GAME UNLEASH OF ORGANISATIONAL ENERGYINTERNAL CONFLICT RESOLVEDBY NEUTRAL THIRD PARTYUNLOCKING OF ORGANISATIONAL KNOTFASTER TO AGREEMENT
  32. 32. FROM DELIVERY TO IMPLEMENTATION PRIORITY WORKSHOPS CONSULTANCY OF BOARD MEETINGS CONSULTANCY THROUGH OUT IMPLEMENTATION PROCESS
  33. 33. FROM DELIVERY TO IMPLEMENTATION PRIORITY WORKSHOPS CONSULTANCY ON BOARD MEETINGS CONSULTANCY THROUGH OUT IMPLEMENTATION PROCESS
  34. 34. FROM DELIVERY TO IMPLEMENTATION PRIORITY WORKSHOPS CONSULTANCY ON BOARD MEETINGS CONSULTANCY THROUGH OUT IMPLEMENTATION PROCESS
  35. 35. TACK!

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