SDN Conference Paris 2012

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What makes one service more remarkable than another? Which experiences make people return to a business or place? This hands-on workshop at ‘SDN Conference Paris 2012’ invited to compile, discuss and …

What makes one service more remarkable than another? Which experiences make people return to a business or place? This hands-on workshop at ‘SDN Conference Paris 2012’ invited to compile, discuss and cluster well-designed services. Building on the effort from a previous session the goal is to build an interactive ‘Service Map’ as web application. The SDN’s PhD day took place at Parsons Design School in Paris

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  • 1. S D N C O N F E R E N C E PA R I S / O C TO B E R 2 8 , 2 0 1 2MappingoutstandingserviceexperiencesKatrin DribbischManuel GroßmannMartin Jordan &Olga Scupin,Service Design Berlin
  • 2. Who are we? Katrin Olga Manuel Martin PhD Candidate, Business & Designer, User Experience, University of Media Studies Fjord Nokia Potsdam
  • 3. What are we doing?Connecting Learning Experiencingservice design meet-ups talks & conference workshops design jams
  • 4. Service DesignEssentials
  • 5. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icons: Ugur Akdemir / The Noun Project
  • 6. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icons: Ugur Akdemir / The Noun Project
  • 7. usefulImage: Inter IKEA Systems B.V.
  • 8. usableImage: Thomas Hawk / Flickr
  • 9. desirableImage: Maxene Huiyu / Flickr
  • 10. effectiveImage: Deutsche Post DHL
  • 11. distinctiveImage: atmtx / Flickr
  • 12. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”
  • 13. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icons: Ugur Akdemir / The Noun Project
  • 14. touchpointsImage: Thomas Manss & Company
  • 15. valueImage: Nokia
  • 16. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”
  • 17. Dimensions GRAPHIC DESIGN Aa 2Dof design PRODUCT DESIGN 3D +Z-axis (spatial depth) INTERACTION 4D Contact DESIGN +T-axis (temporal dimension) Snap SERVICE DESIGN 5D + W-axis (multi-local simultaneity)Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
  • 18. ExploringService Types
  • 19. Service as acore product vsService as anadditional offering
  • 20. SERVICE AS CORE PRODUCTKochhaus
  • 21. KochhausSERVICE AS CORE PRODUCTThe service (from a user’s perspective):I can conveniently prepare a meal(ingredients & recipe are provided)Does it generate direct revenue?Yes
  • 22. SERVICE AS ADDITIONAL OFFERINGOstrad
  • 23. OstradSERVICE AS ADDITIONAL OFFERINGThe service (from a user’s perspective):I can leave my bike without hassle.Does it generate direct revenue?No.Does it improve the perception of the brandor the core product?Yes.
  • 24. SERVICE AS CORE PRODUCTFleurop
  • 25. FleuropSERVICE AS CORE PRODUCTThe service (from a user’s perspective):I can send flowers to anyone, anywhere.(flowers & delivery on time)Does it generate direct revenue?Yes.
  • 26. SERVICE AS ADDITIONAL OFFERINGIKEA Småland
  • 27. IKEA SmålandSERVICE AS ADDITIONAL OFFERINGThe service (from a user’s perspective):I get free childcare while shopping at IKEA.Does it generate direct revenue?No.Does it improve the perception of the brandor the core product?Yes.
  • 28. Let’s getstarted
  • 29. Our goalTo spot outstanding service experiencesand build a digital interactive mapOur approachTo create an open platform to showcase them /to map them, to let everyone study & analyse themBut ...We need to find them first
  • 30. Task 1Collect service types
  • 31. Persona-driven memoryThink about great service experiences that you know of.Use the persona as inspiration & memory trigger.Which services (that already exist) would they use?
  • 32. Through the eyes of …recently successful student in single father, Europeanretired man, travelling love, age of 24 age of 37 travellerage of 67 sales woman, in Hong Kong, age of 42 age of 31
  • 33. Work sheet Mapping outstanding service experiences For recently retired man, age of 67 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Morning Noon Evening Night
  • 34. Task 2Describe services
  • 35. Work sheet Mapping outstanding service experiences TARGET For CUSTOMER CUSTOMER who NEED SERVICE MARKET NAME is a CATEGORY LOCATION in (STREET) ONE KEY that . BENEFIT COMPE- Unlike TITION UNIQUE the service DIFFEREN- TIATOR . What type of service is it? SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT How does it look?
  • 36. SERVICE AS CORE PRODUCTKochhaus
  • 37. Mapping outstanding service experiencesFor a foodie & chef at home TARGET CUSTOMERwho has way too little time CUSTOMER NEED SERVICE NAME Kochhaus is a supermarket MARKET CATEGORYin Eberswalder Str. & Hauptstraße LOCATION (STREET)that offers pre-compiled recipes ONE KEY . BENEFITUnlike Kaisers, Perfetto or Proviant COMPE- TITIONthe service offers all ingredients UNIQUE DIFFEREN- TIATOR in 1 single shop w/o need running thru the city . What type of service is it? SERVICE AS ADDITIONAL OFFERING × SERVICE AS CORE PRODUCT
  • 38. SERVICE AS ADDITIONAL OFFERINGOstrad
  • 39. Mapping outstanding service experiencesFor urban shoppers TARGET CUSTOMERwho ride the city by bike CUSTOMER NEED SERVICE NAME Ostrad is a bike store MARKET CATEGORYin Prenzlauer Berg & around Winsstr. LOCATION (STREET)that has bike racks all over the kiez . ONE KEY BENEFITUnlike other bike stores COMPE- TITIONthe service of Ostrad assists me UNIQUE DIFFEREN- TIATOR beyond their own store & at other stores . What type of service is it?× SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT
  • 40. Task 3Help others find yourfavorite service
  • 41. Locate your services physical digital local international local everywhereIcons: Olivier Guin, Ugur Akdemir, Proletkult Graphik / The Noun Project
  • 42. Take-away
  • 43. Mapping outstanding service experiences TARGETFor CUSTOMER CUSTOMERwho NEED SERVICE MARKET NAME is a CATEGORY LOCATIONin (STREET) ONE KEYthat . BENEFIT COMPE-Unlike TITION UNIQUEthe service DIFFEREN- TIATOR . What type of service is it? SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT
  • 44. Is there a user benefit? NO Start again YES Does it generate direct revenue? YES NO Does it improve the perception of the brand or the core product? YES NOService as a Service as ancore product additional offering
  • 45. Rate services High user value Free Revenue Low user value
  • 46. What’s next?Icon: Dmitry Baranovskiy / The Noun Project
  • 47. www.ServiceMap.info
  • 48. Let’s pushthis further!servicedesignberlin.de@SD_Berlinfb.com/servicedesignberlinservicemap.info@ServiceMap