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 ...

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

  • 1. 1
  • 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. There’s no such thing as service design.3
  • 4. Companies simply don’t understand theircustomers! We should I need to do this! do that. company people4 358 + Service Design Breakfast
  • 5. That’s good news for designers dialogue company people5 358 + Service Design Breakfast
  • 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. Now I do stuff more like this 15 VR + 3587 358 + Service Design Breakfast
  • 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. Let’s look at the big picture.9
  • 10. The customer journey Advocate Use more Use Purchase company people Engagement Awareness10 358 + Service Design Breakfast
  • 11. Three steps - first find a partner Advocate Use more Use Purchase company people Engagement Awareness FIND11 358 + Service Design Breakfast
  • 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. 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. Remember great sex isn’t everything!14 358 + Service Design Breakfast
  • 15. But falling in love is not easy Why?15
  • 16. Marketing departments work with ADagencies Advocate Use more Use Purchase ies enc Engagement ag Ad Awareness16 358 + Service Design Breakfast
  • 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. 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. And public relations (PR) work with mediaagencies Advocate PR Use more Use more Use Purchase Engagement Awareness19 358 + Service Design Breakfast
  • 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. Some companies you could say are a littleschizophrenic21 358 + Service Design Breakfast
  • 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. The best companies in the world do it likethis Advocate Use more Use Purchase Engagement Awareness23 358 + Service Design Breakfast
  • 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. So what about designers? How can we help?25
  • 26. 358 designers That’s Peter That’s me26 358 + Service Design Breakfast
  • 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. 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. 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. 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. 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. 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. Designers working in a silo at IDEO R&D silo33 358 + Service Design Breakfast
  • 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. So don’t be a service designer... S3535 358 + Service Design Breakfast
  • 36. Be a T - shaped designer that just happens toknow a little bit more about services S3636 358 + Service Design Breakfast
  • 37. Because that’s what companies really need3737 358 + Service Design Breakfast
  • 38. And also what will help customers fall in lovewith them3838 358 + Service Design Breakfast
  • 39. Kiitos.39