Service Design for Startups / Service Design Drinks Berlin

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4th Berlin Service Design Drinks took place at innovation consultancy Dark Horse’s beautiful office space. A short input talk gave an overview on how service design can be applied by start-up …

4th Berlin Service Design Drinks took place at innovation consultancy Dark Horse’s beautiful office space. A short input talk gave an overview on how service design can be applied by start-up companies — and service designers can provide value for their young business. A follow-up exercise made one tool that’s being used more tangible. Afterwards there was plenty of time for conversations and drinks.

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  • 1. Service Design Drinks DA R K H O R S E / O C TO B E R 9 , 2 0 1 3 Service Design for Start-ups
  • 2. Overview Why? What? How? Exercise
  • 3. Martin User Experience, Nokia Katrin PhD Candidate, University of Potsdam Who are we? Olga Business Consultant Manuel Freelance Service Designer
  • 4. The internet economy in Berlin has a higher economic performance than the construction industry. Why? R E L E VA N C E Every 20 hours a new start-up is founded in Berlin. — I B B B e r l i n 2 0 1 3
  • 5. What? D E F I N I T I O N — W I K I P E D I A ‘Start-Up’ “A start-up [...] is a company, a partnership or temporary organization designed to search for a repeatable and scalable business model. These companies,[...] are in a phase of development and research for markets.”
  • 6. What? D E F I N I T I O N “ A 'start-up' is a company that is confused about who its customers are, what its product is, — Q U O R A Top-rated answer for ‘Start-Up’ how to make money.”
  • 7. What? D E F I N I T I O N “ A 'startup' is a company that is confused about who its customers are, what its product is, — Q U O R A Top-rated answer for ‘Start-Up’ how to make money.” Value proposition User needs Business Model
  • 8. What? D E F I N I T I O N — Q U O R A Top-rated answer for ‘Start-Up’ “ As soon as it figures out all 3 things, it ceases to be a startup and then becomes a real business.”
  • 9. How can service design help? Value proposition User needs Business model • User Research • Personas • User Journeys • Prototyping • Business Model Canvas • Service Blueprint
  • 10. Why & How? We asked a few start-ups about service design & how they use it
  • 11. The start-ups talent-pool that matches people and companies based on cultural fit visual real-time collaboration tool cycle-tracking mobile app for women
  • 12. How do you define service design? 1.
  • 13. “I consider Service Design to define how our product really works. It‘s not just about [...] features.  It‘s about integration of features and behaviour of those within a higher context [...].” — M A R T I N G U E T H E R Spacedeck
  • 14. “[...] being honest, we think it is one of several attempts to formalise the language surrounding the most basic design goal. [...] It can be called many things [...] but at the end of the day we consider it to be mainly empathy and responsible design.” — CO N O R D E L A H U N T Y Somewhere
  • 15. “I think the problem is most businesses are stuck in Pixeled Service Design, instead of just Service Design. [...] You realize how constraining Digital is if you start thinking about what types of services can be provided by… human beings, bicycles, shopping carts, stairs, trees, lakes, blue skies.” — M I K E L AV I G N E Clue
  • 16. Why is service design important for your start-up? 2.
  • 17. “[...] As a Start-up it is very important to think about your product as a service.” — M A R T I N G U E T H E R Spacedeck
  • 18. “[...] At the beginning it helps us to plot and plan the spaces we want to play in and the behaviours we need to support; later it helps us to identify the areas where we are not doing a good enough job as well as some tactics on how to approach solving them. ” — CO N O R D E L A H U N T Y Somewhere
  • 19. “We're designing a very personal service for women to understand what's going on in their bodies each month. We can't possibly do that well without keeping a very open mind about how best to do that, both digital and non-digital.” — M I K E L AV I G N E Clue
  • 20. What are the most important design tools in your company? 3.
  • 21. “The people using our service are the biggest source of inspiration for our service. In this case, in-depth conversations, open ears, and open minds are the most important tools.” — M I K E L AV I G N E Clue
  • 22. “Personas, Mock-Ups, Click-Prototypes [...]” — M A R T I N G U E T H E R Spacedeck
  • 23. “Definitely pen and lots of paper - and talking to people. Thinking of the service in terms of a journey that a real life human will go through, etc. We aren't really formal, we just grab bits and pieces as we go and use the ones that work for us.” — CO N O R Somewhere HQ
  • 24. Exercise Let‘s use a typical start-up tool today
  • 25. Elevator pitch Be right on the spot. Pitch your idea in 30 seconds to a potential investor.
  • 26. Elevator pitch A S A CO M PA R I S O N “ Salonmeister is like Qype for hairdressers.” “ tame is like google for twitter.” Define your start-up by comparing it to an established, well-known service. “ Bloomydays is like a pizza delivery for flowers.”
  • 27. Elevator pitch A S A S U M M A RY Articulate a concise summary of your fav service. For TARGET CUSTOMER CUSTOMER NEED SERVICE NAME MARKET CATEGORY who in that Unlike the service is a ONE KEY BENEFIT COMPE- TITION LOCATION (STREET) . . UNIQUE DIFFEREN- TIATOR a foodie & chef at home has way too little time Kochhaus supermarket Berlin & Hamburg offers pre-compiled recipes Kaisers, Perfetto or Proviant offers all ingredients in 1 single shop w/o need running thru the city
  • 28. Take-away
  • 29. Learnings They are pragmatic about the tools and use what works for them Start-ups apply service design differently Service design is highly relevant for start-ups Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
  • 30. See you at the X-mas party servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin