1
There’s no such thing    as service design.3
Companies simply don’t understand theircustomers!    We should                                      I need to     do this!...
That’s good news for designers                    dialogue    company                               people5               ...
I used to do stuff like this I	tried	my	hardest	to	design	stuff	like	this...                                              ...
Now I do stuff more like this    15                                      VR + 3587                               358 + Ser...
Ultimetely our job as designers is to helppeople and companies to like each other                        Service designers...
Let’s look at the big    picture.9
The customer journey                                                           Advocate                                   ...
Three steps - first find a partner                                                           Advocate                     ...
Secondly get to know and like each other                                                           Advocate               ...
And last, if you are lucky, you might fall inlove                                                           Advocate      ...
Remember great sex isn’t everything!14                               358 + Service Design Breakfast
But falling in love is     not easy     Why?15
Marketing departments work with ADagencies                                                       Advocate                 ...
Sales departments work with businessand retail consultants                                                              Ad...
Research and Development (R&D) work withdesign studios                                                      Advocate      ...
And public relations (PR) work with mediaagencies                                                    Advocate             ...
Silos in companies create broken andinconsistent experiences for the customer                                             ...
Some companies you could say are a littleschizophrenic21                               358 + Service Design Breakfast
Wiki says:     Schizophrenia is a mental disorder characterized     by a breakdown of thought processes and by poor     em...
The best companies in the world do it likethis                                                    Advocate                ...
IKEA behaviour = consistency and coherency       To create a better everyday for the many people.     with their purpose c...
So what about     designers?     How can we help?25
358 designers                             That’s Peter                That’s me26                          358 + Service D...
I’ve spent most of my career as a product andservice designer working with R&D teams                                      ...
Peter our CEO has spent most of his life in  advertising working with marketing                                           ...
We both have a deep core skill                                                That’s me                                   ...
But more importantly an empathy for each  others skill                                                That’s me           ...
Designers need to work with other disciplines on the wider customer journeyAwareness                 Engagement       Purc...
Because silos in design create broken andinconsistent experiences for the customer                                        ...
Designers working in a silo at IDEO                              R&D silo33                                  358 + Service...
The best agencies in the world do it like thisAwareness                 Engagement       Purchase          Use            ...
So don’t be a service designer...                      S3535                                  358 + Service Design Breakfast
Be a T - shaped designer that just happens toknow a little bit more about services                     S3636              ...
Because that’s what companies really need3737                              358 + Service Design Breakfast
And also what will help customers fall in lovewith them3838                                 358 + Service Design Breakfast
Kiitos.39
Service Design Breakfast: There is no such thing as service design - Anton Schubert, 358
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Service Design Breakfast: There is no such thing as service design - Anton Schubert, 358

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Anton's presentation focuses on the problems of creating a consistent service experience across a customer journey when companies operate in deep silos and contract different companies to implement pieces of the customer journey not well aligned with the other pieces. The role of the designer then becomes one of breaking up the silos and setting up a dialogue between the customer and the company.

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Transcript of "Service Design Breakfast: There is no such thing as service design - Anton Schubert, 358"

  1. 1. 1
  2. 2. Who the hell is Anton Schubert? - Head of P&S design at 358 - IDEO Project Leader - Modelmaker - Failed musician - Yogurt packer - Ball bearing manufacturer - Stained glass lamp maker - Lock fitter - Car mechanic2 358 + Service Design Breakfast
  3. 3. There’s no such thing as service design.3
  4. 4. Companies simply don’t understand theircustomers! We should I need to do this! do that. company people4 358 + Service Design Breakfast
  5. 5. That’s good news for designers dialogue company people5 358 + Service Design Breakfast
  6. 6. I used to do stuff like this I tried my hardest to design stuff like this... 358 TaiK New Practise 09.11.11 46 358 + Service Design Breakfast
  7. 7. Now I do stuff more like this 15 VR + 3587 358 + Service Design Breakfast
  8. 8. Ultimetely our job as designers is to helppeople and companies to like each other Service designers, Interaction designers, Product designers, Communication designers, Graphic designers, Interior designers, Architects, Brand strategists, Copywriters, Whatever designers company people8 358 + Service Design Breakfast
  9. 9. Let’s look at the big picture.9
  10. 10. The customer journey Advocate Use more Use Purchase company people Engagement Awareness10 358 + Service Design Breakfast
  11. 11. Three steps - first find a partner Advocate Use more Use Purchase company people Engagement Awareness FIND11 358 + Service Design Breakfast
  12. 12. Secondly get to know and like each other Advocate Use more Use Purchase LIKE company people Engagement Awareness FIND12 358 + Service Design Breakfast
  13. 13. And last, if you are lucky, you might fall inlove Advocate LOVE Use more Use Purchase LIKE company people Engagement Awareness FIND13 358 + Service Design Breakfast
  14. 14. Remember great sex isn’t everything!14 358 + Service Design Breakfast
  15. 15. But falling in love is not easy Why?15
  16. 16. Marketing departments work with ADagencies Advocate Use more Use Purchase ies enc Engagement ag Ad Awareness16 358 + Service Design Breakfast
  17. 17. Sales departments work with businessand retail consultants Advocate Use more Use Purchase tail us&re B ies enc Engagement ag Ad Awareness17 358 + Service Design Breakfast
  18. 18. Research and Development (R&D) work withdesign studios Advocate Use more ios stud ign Use s De Purchase Engagement Awareness18 358 + Service Design Breakfast
  19. 19. And public relations (PR) work with mediaagencies Advocate PR Use more Use more Use Purchase Engagement Awareness19 358 + Service Design Breakfast
  20. 20. Silos in companies create broken andinconsistent experiences for the customer Advocate PR Use more ? ios stud ign Use s De Purchase tail us&re B ies enc Engagement ag Ad Awareness20 358 + Service Design Breakfast
  21. 21. Some companies you could say are a littleschizophrenic21 358 + Service Design Breakfast
  22. 22. Wiki says: Schizophrenia is a mental disorder characterized by a breakdown of thought processes and by poor emotional responsiveness. It most commonly features auditory hallucintions, paranoid or bizarre delusions, or disorganized speech and thinking. It is accompanied by significant social or occupational dysfunction.22 358 + Service Design Breakfast
  23. 23. The best companies in the world do it likethis Advocate Use more Use Purchase Engagement Awareness23 358 + Service Design Breakfast
  24. 24. IKEA behaviour = consistency and coherency To create a better everyday for the many people. with their purpose consistency and coherency IKEA behaviour = with their purpose. Awareness Engage Purchase Use Use more Advocate 1. Catalogue = Dreams 2. Planning = Dreaming 3. Purchase = Event 4. Use = Mine 5. Sociability = Shared experiences50 Elisa + 358 24 358 + Service Design Breakfast
  25. 25. So what about designers? How can we help?25
  26. 26. 358 designers That’s Peter That’s me26 358 + Service Design Breakfast
  27. 27. I’ve spent most of my career as a product andservice designer working with R&D teams That’s me Advocate Use more ios stud ign Use s De Purchase Engagement Awareness27 358 + Service Design Breakfast
  28. 28. Peter our CEO has spent most of his life in advertising working with marketing That’s me Advocate Use more ios stud ign Use s DeThat’s Peter Purchase ies enc Engagement ag Ad Awareness 28 358 + Service Design Breakfast
  29. 29. We both have a deep core skill That’s me Advocate Use more ios stud ign Use s DeThat’s Peter Purchase ies enc Engagement ag Ad Awareness 29 358 + Service Design Breakfast
  30. 30. But more importantly an empathy for each others skill That’s me Advocate Use more ios stud ign Use s DeThat’s Peter Purchase ies enc Engagement ag Ad Awareness 30 358 + Service Design Breakfast
  31. 31. Designers need to work with other disciplines on the wider customer journeyAwareness Engagement Purchase Use Use more Advocate Advertising creative Business consultant Product & service designers PR and Media 31 358 + Service Design Breakfast
  32. 32. Because silos in design create broken andinconsistent experiences for the customer Advocate PR Use more ? ios stud ign Use s De Purchase tail us&re B ies enc Engagement ag Ad Awareness32 358 + Service Design Breakfast
  33. 33. Designers working in a silo at IDEO R&D silo33 358 + Service Design Breakfast
  34. 34. The best agencies in the world do it like thisAwareness Engagement Purchase Use Use more Advocate Advertising creative Business consultant Product & service designers PR and Media 34 358 + Service Design Breakfast
  35. 35. So don’t be a service designer... S3535 358 + Service Design Breakfast
  36. 36. Be a T - shaped designer that just happens toknow a little bit more about services S3636 358 + Service Design Breakfast
  37. 37. Because that’s what companies really need3737 358 + Service Design Breakfast
  38. 38. And also what will help customers fall in lovewith them3838 358 + Service Design Breakfast
  39. 39. Kiitos.39

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