Services
Design
for
People
(Paper
#
7
)

                      Parque
de
innovación

by Rafael Zaballa   La Salle Innovati...
From the Book by Prof. John Heskett “Design, a Very Short Introduction”




                              2      La Salle ...
“Designing is a structured working process to create objects,
images, spaces, services and innovative entrepreneurial
stra...
“THE WHOLE PRODUCT”


                                 Perceived
                                  Product
               ...
Utility is a subjective product quality that refers to its capability to solve customers’
    needs and therefore it is a ...
BUT!
  Services are not possessed
  Services are unstable systems
  Time and place full availability cannot
   be guara...
The Role of Design in Creating the Experience




                    7   La Salle Parque de Innovación de Servicios para ...
Traditional Design Perfomance Axes




               1. Objects                              2. Environments




        ...
Two (2) more axes for Design Performance




               5. People                                   6. Proceses



  B...
Service Design Performance Axes




                                   5. People
                                         ...
A Framework for Creating Experiences
                                 “A Framework fo Continuous Improvement”



         ...
Are we sure we know who our customer is?




                 12   La Salle Parque de Innovación de Servicios para las Per...
Services Design for a Complex World




                   Interrelated Services (Requires a Systemic approach)
          ...
Services Design for a Complex World




          Values as a starting point to create Value
                             ...
Strategic Design
                                               Company Strategy

                                      Sh...
“Design           is the priceless capability of transforming an idea into
something of value for people and consequently ...
Conclusions:
   Design is the step of the innovation cycle that turns the idea into a
    value proposal

   We have mad...
18   La Salle Parque de Innovación de Servicios para las Personas
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Services SDesign for People
Rafael Zaballa
La Salle Innovation Park of Services for People

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Vi 2 2010 2 10 Ponencia Services Design For People

  1. 1. Services
Design
for
People
(Paper
#
7
)
 Parque
de
innovación
 by Rafael Zaballa La Salle Innovation Park of Services for People Geneva
19.2.2010
 1 IESS 1.0 La Salle Parque de Innovación de Servicios para las Personas
  2. 2. From the Book by Prof. John Heskett “Design, a Very Short Introduction” 2 La Salle Parque de Innovación de Servicios para las Personas
  3. 3. “Designing is a structured working process to create objects, images, spaces, services and innovative entrepreneurial strategies. Designing is defining the structural and functional characteristics and appearance (physical, use, and symbolic functions as well as psychological aspects) of a product to suit its mission at maximum effectiveness and efficiency”. (Fundación Cotec, 2008). 3 La Salle Parque de Innovación de Servicios para las Personas
  4. 4. “THE WHOLE PRODUCT” Perceived Product (AP + Subjective intangibles) Augmented Product (RP + warranty + aftersales service + delivery conditions) Real Product (BP + brand + packing labelling + other tangibles) Basic Design Product (idea or basic need to satisfy) 4 La Salle Parque de Innovación de Servicios para las Personas
  5. 5. Utility is a subjective product quality that refers to its capability to solve customers’ needs and therefore it is a measure of product’s perceived value for customer Possession Utility Place Utility Time Utility Information Utility Form Utility 5 La Salle Parque de Innovación de Servicios para las Personas
  6. 6. BUT!   Services are not possessed   Services are unstable systems   Time and place full availability cannot be guaranteed It’s the experience! 6 La Salle Parque de Innovación de Servicios para las Personas
  7. 7. The Role of Design in Creating the Experience 7 La Salle Parque de Innovación de Servicios para las Personas
  8. 8. Traditional Design Perfomance Axes 1. Objects 2. Environments 3. Communication 8 4. Identities La Salle Parque de Innovación de Servicios para las Personas
  9. 9. Two (2) more axes for Design Performance 5. People 6. Proceses Because designing Services is not about how things are going to be, but how they are going to happen 9 La Salle Parque de Innovación de Servicios para las Personas
  10. 10. Service Design Performance Axes 5. People 2. Environments 1. Objects Services Design 4. Identities 3. Communication 6. Processes 10 La Salle Parque de Innovación de Servicios para las Personas
  11. 11. A Framework for Creating Experiences “A Framework fo Continuous Improvement” Experiences Interactions People Contact Points Procedures Infrastructures Design with a bidirectional flow to reach an efficient service and satisfactory experiences Adapted from Peter Merholz (Adaptive Path) 11 La Salle Parque de Innovación de Servicios para las Personas
  12. 12. Are we sure we know who our customer is? 12 La Salle Parque de Innovación de Servicios para las Personas
  13. 13. Services Design for a Complex World Interrelated Services (Requires a Systemic approach) 13 La Salle Parque de Innovación de Servicios para las Personas
  14. 14. Services Design for a Complex World Values as a starting point to create Value 14 La Salle Parque de Innovación de Servicios para las Personas
  15. 15. Strategic Design Company Strategy Shared Knowledge & Values Infrastructures Bidirectional Flow Technology and Facilities Activitiy “6 Design Axes” For how things will Happen Marketing Processes Products People C.S.R. Stakeholders Interactions People Systems 15 La Salle Parque de Innovación de Servicios para las Personas
  16. 16. “Design is the priceless capability of transforming an idea into something of value for people and consequently it is the seed for exchange” SOLUTIONS T H Knowledge O A U G Values C T H T Values Skills I O N NEEDS 16 La Salle Parque de Innovación de Servicios para las Personas
  17. 17. Conclusions:   Design is the step of the innovation cycle that turns the idea into a value proposal   We have made the leap from utility to customer experience   We have marked six axes for Services Design Performance   Designing Services means giving answers to complexity   Values are a good starting point to create value (affordable, adequate, accessible and available services)   Strategic Design Approach   Design as an important competitivity asset to be promoted in every country and region 17 La Salle Parque de Innovación de Servicios para las Personas
  18. 18. 18 La Salle Parque de Innovación de Servicios para las Personas
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