Futurice is a European software design and development company founded in 2000 with offices in multiple cities. The document discusses a Service Design Breakfast event and outlines Futurice's service design process which includes design, validation, and lifecycle management. It provides an example of designing a service design community website and analyzing user needs and business goals.

1. #sdbreakfast
Work
begins
after
the
launch
Service
Design
Breakfast
31.10.2012
/
Janne
Toivola

2. Design
Validate
Launch
Development
Design
Lifecycle
management

3. Validated
design
Design
+
Development
+
Analytics

4. We
are
a
European
software
design
and
development
company
TAMPERE
HELSINKI
Futurice
Facts
LONDON
BERLIN
DÜSSELDORF
1
Founded
2000
160

5. Lifecycle
Consulting
Development
Management
Design
All
in
one.

6. Janne
Toivola:
Digital
analytics
+
SEO.
Service
design.
Usability,
interaction
design.
Agile
design
+
development.
Web
publishing.
M.Sc.
(Tech.)

7. Design
Analytics-­‐driven
service
design

8. Marketing
UI
+
visual
design
Features
+
content
User
needs
Business
model
http://www.flickr.com/photos/mattimattila/6875571052/

9. “If
one
does
not
know
to
which
port
one
is
sailing,
no
wind
is
favorable.”
Lucius
Annaeus
Seneca,
4
BC
–
AD
65

10. Doable
Understandable
Measurable
Beneficial
http://www.flickr.com/photos/wackelijmrooster/6378316753/

11. Example:
service
design
community
site
http://servicedesignpros.com/
Strategy
Service
Goals
KPI
Target
€
value
Establish
a
community
Service
design
Get
registered
users
New
registrations
100
/mo
50
€
around
service
design
by
pros
website
Increase
traffic
Unique
visitors
30
000
/mo
-­‐
providing
useful
information
on
service
Sell
advertising
space
New
5
/mo
1
000
€
design
tools
and
methods
advertisements
and
a
place
for
Increase
brand
Organic
branded
5
000
/mo
-­‐
professionals
to
discuss.
awareness
visits
+
direct
visits
Provide
a
place
for
Facebook
page
Get
FB
fans
#
of
fans
1
000
-­‐
companies
to
find
service
Activate
people
Facebook
400
/mo
-­‐
design
professionals,
sell
interactions
advertising
space.
…

12. 158
000
000
000
searches
/
month.

15. Queries
/
What’s
the
user
looking
for?
mo
What
tools
are
there
for
service
design?
11
365
Where
can
I
find
information
on
a
specific
service
design
tool
x?
125
035
Where
can
I
find
examples
of
service
design
methods
and
tools?
5
560
Where
can
I
find
service
design
tool
templates?
4
331
What
design
patterns
are
there
for
service
design?
573
What
is
the
definition
of
service
design
tool
x?
1
296
Where
can
I
find
concrete
instructions
on
how
to
create
x?
1
334
…

16. Select
Service
“Customer
design
pros
journey
search
result
mapping”
page
Click
a
link
from
relevant
forum
Search
for
“customer
discussion
journey
map”
on
Google
View
forum
discussion
Write
reply
to
discussion
Search
for
“service
design
tools”
on
Google
Select
Service
Frontpage
Go
to
register
Click
register
Thank
Exit
design
pros
form,
fill
info
button
you
page
search
result

17. Organic
Facebook
search
Twitter
1.
Reach
AdWords
traffic
ü Let
people
know
you
exist,
get
them
Pre-­‐service
Direct
to
choose
your
service
over
traffic
competitors’.
Service
design
pros
site
2.
Engage
ü Give
people
the
information
they
Service
design
tool
resources
need,
be
useful
and
relevant
–
make
Forum
discussions
them
love
your
service.
For
advertisers
-­‐page
Service
3.
Activate
Register
ü Get
them
to
convert
–
make
them
do
the
thing
that
makes
sense
in
your
Buy
advertisement
service.
4.
Nurture
Weekly
feed
from
forum
ü Remind
people
that
you
exist,
market
your
new
content
and
Post-­‐service
Newsletter
features,
make
them
recommend
your
service
to
friends.

18. ü Marketing
ü UI
+
visual
design
ü Features
+
content
ü User
needs
ü Business
model
http://www.flickr.com/photos/mattimattila/6875571052/

19. Design
<3
Development
Single
way
of
working.
Single
set
of
goals.
Single
set
of
people.
Single
customer
interface.

20. Validate
Check
whether
the
design
works
or
not

21. What
happened?
Why?
How
can
it
be
fixed?
1.
Report
2.
Analyze
3.
Act

22. Business
model:
Did
we
meet
our
goals?

23. Strategy
Service
Goals
KPI
Target
10/2012
Actions
Establish
a
community
Service
design
Get
registered
New
registrations
100
/mo
55
(+23%)
1) Facebook
around
service
design
pros
website
users
campaign
by
providing
useful
2) Improve
information
on
service
registration
page
design
tools
and
Increase
traffic
Unique
visitors
30
000
/mo
27
012
1) Increase
#
of
methods
and
a
place
(-­‐24%)
blog
posts
for
professionals
to
discuss.
Sell
advertising
New
advertisements
5
/mo
1
(-­‐80%)
1) Contact
partners
space
2) Improvements
to
Provide
a
place
for
ad
page
companies
to
find
Increase
brand
Organic
branded
visits
5
000
/mo
5
500
…
service
design
awareness
+
direct
visits
(+17%)
professionals,
sell
advertising
space.
Facebook
Get
FB
fans
#
of
fans
1
000
340
(+5%)
page
Activate
people
Facebook
interactions
400
/mo
230
(-­‐45%)
…

24. User
needs:
Did
we
reach
the
users
we
intended?

25. Share
of
traffic
What’s
the
user
looking
for?
Queries
/mo
Conversion-­‐%
(10/2012)
What
tools
are
there
for
service
design?
11
365
1%
(+15%)
0,1%
(+34%)
Where
can
I
find
information
on
a
specific
service
design
125
035
3%
(-­‐24%)
0%
(-­‐100%)
tool
x?
Where
can
I
find
examples
of
service
design
methods
and
5
560
-­‐
0%
(-­‐0%)
tools?
Where
can
I
find
service
design
tool
templates?
4
331
7%
(+450%)
2,3%
(+130%)
What
design
patterns
are
there
for
service
design?
573
0,5%
(-­‐56%)
1,2%
(+12%)
What
is
the
definition
of
service
design
tool
x?
1
296
1%
(+12%)
0%
(-­‐100%)
Where
can
I
find
concrete
instructions
on
how
to
create
x?
1
334
2%
(+100%)
0%
(-­‐0%)
…

26. Segmenting:
How
did
different
groups
do?

27. Content
+
functions:
How
did
people
navigate
the
site
and
use
our
content?

28. Visitors
flow
report

29. UI
+
visual
design:
Are
people
able
to
use
the
design?

30. Heatmaps
from
ClickTale
(http://www.clicktale.com/)

31. A/B
testing
Original
page
Let’s
optimize
this!
15%
15%
15%
Results
–
Design
A
wins:
Test
1:
A
B
C
ü 23%
increase
in
conversion
rate
ü 3200
€
increase
in
sales
Chance
to
beat
original:
91%
78%
87%
15%
15%
15%
Test
2:
Results
–
Design
E
wins:
D
E
F
ü 53%
increase
in
conversion
rate
ü 5500
€
increase
in
sales
Chance
to
beat
original:
65%
96%
93%
New
design
o/

32. Marketing:
Where
did
our
users
really
come
from?

33. Traffic
source
Visitors
Conversion-­‐%
Facebook
1
365
0,1%
(+34%)
Twitter
535
0%
(-­‐100%)
Organic
traffic:
branded
traffic
5
560
0%
(-­‐0%)
Organic
traffic:
targeted
keywords
4
331
2,3%
(+130%)
Adwords
(ppc)
373
1,2%
(+12%)
Forum:
weekly
roundup
296
0%
(-­‐100%)
RSS
feed
34
0%
(-­‐0%)
…

34. Wrap-­‐up

35. Goal-­‐driven
service
development
What
concrete
steps
can
we
take
to
enhance
our
business?
Business
Changes,
Goals
KPI
model
projects
Why
are
we
investing
in
this?

36. Design
Validate
Business
model
Set
service
goals,
select
KPIs
Realized
vs.
planned
KPIs,
service
value,
sales
User
needs
Keyword
research,
analytics
of
User
segmenting,
keywords,
existing
services,
“traditional
“traditional
methods”
methods”
Features
+
content
Design
and
prioritize
based
on
Visitor
flow,
top
content,
user
needs,
design
the
optimal
content
value
customer
journey
UI
+
visual
design
Design
the
UI
and
visuals
to
In-­‐page
analytics,
usability
support
overall
experience
testing,
A/B-­‐testing
Marketing
Design
the
marketing
funnel
Balance
marketing
efforts
(e.g.
REAN
model)
based
on
results
(conversion)

37. Thanks!
Janne
Toivola
janne.toivola@futurice.com
twitter.com/jannetoivola
Futurice