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Dr Andrea Siodmok
Head of Design Knowledge
Future challenges for
service companies

#1 Global changes
#2 The creative economy
#3 Goods and services
#4 The bottom line
#1 Global changes
industrial   creative
production   consumption
Big ideas
big ideas      small ideas
                 Small ideas




                               Flash mob/the Hoff
leisure society   24/7 work
$35   $480




             x7.5 m cap $19 - $146bn
$200   $1
diversity   scarcity
350
9   36   100-160
Global
creative
imperative
#2 The creative economy
‘Industrial economy’
Production focused
Design of things
Standardised
“Less is more”
Form follows function
‘Creative economy’
Consumption focused
Design of experiences
Co-designed
‘More has costs’
Value follows experience
A journey of an
iconic design in a
multicultural world…
Cambodia
Seoul
Morocco
Ohio
Kuwait
Prague
Tokyo
Bagdad
Bangkok
Nepal
Outer Space
Texas
Why do people love their
ipods?
i-pod                        i-tunes
(Apple Designers)            (Apple Customers)
Modernist box                Bundled s...
#3 Goods and Services
In the west we are seeing a shift in the
value chain, from physical commodities
that support basic needs, to carefully
cul...
What is a service?
“any activity or benefit that one party can
give to another that is essentially
intangible and does not result in the
owne...
Cost

         Services




         Goods


  1994        2004
Cost

         Inflatory




          Deflatory


  1994         2004
Some thoughts on Service Design
Design for the
                                 service sector
                                 finance
                  ...
Service design skills
holistic design
prototyping
multi-stakeholder
co-designing
complex problems
formal and informal
desi...
The ‘front-end’ design of services
£427.20
£427.20
£4,444.20
“Design shapes ideas to
become practical and
attractive propositions for
users or customers.” Cox Review
The ‘back-end’ design of services
       (service provision and delivery)
Efficiency in labour intensive services
        Development of agile services
                    Lean consumption
       ...
# User centred design = Understanding
needs of the user that is not you (Customers)

# Business centred design = Understan...
www.designcouncil.org.uk/
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
Service Design Network 02 Nov06 Copy
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Service Design Network 02 Nov06 Copy

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A presentation for Service Design Network in Newcastle

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Transcript of "Service Design Network 02 Nov06 Copy"

  1. 1. Dr Andrea Siodmok Head of Design Knowledge
  2. 2. Future challenges for service companies #1 Global changes #2 The creative economy #3 Goods and services #4 The bottom line
  3. 3. #1 Global changes
  4. 4. industrial creative
  5. 5. production consumption
  6. 6. Big ideas big ideas small ideas Small ideas Flash mob/the Hoff
  7. 7. leisure society 24/7 work
  8. 8. $35 $480 x7.5 m cap $19 - $146bn
  9. 9. $200 $1
  10. 10. diversity scarcity
  11. 11. 350
  12. 12. 9 36 100-160
  13. 13. Global creative imperative
  14. 14. #2 The creative economy
  15. 15. ‘Industrial economy’ Production focused Design of things Standardised “Less is more” Form follows function
  16. 16. ‘Creative economy’ Consumption focused Design of experiences Co-designed ‘More has costs’ Value follows experience
  17. 17. A journey of an iconic design in a multicultural world…
  18. 18. Cambodia
  19. 19. Seoul
  20. 20. Morocco
  21. 21. Ohio
  22. 22. Kuwait
  23. 23. Prague
  24. 24. Tokyo
  25. 25. Bagdad
  26. 26. Bangkok
  27. 27. Nepal
  28. 28. Outer Space
  29. 29. Texas
  30. 30. Why do people love their ipods?
  31. 31. i-pod i-tunes (Apple Designers) (Apple Customers) Modernist box Bundled services Not up-gradable Customised content Minimal customisation 1 bn downloads Built and shipped by Apple Built and adapted by customers
  32. 32. #3 Goods and Services
  33. 33. In the west we are seeing a shift in the value chain, from physical commodities that support basic needs, to carefully cultivated experience-led services that anticipate latent desires.
  34. 34. What is a service?
  35. 35. “any activity or benefit that one party can give to another that is essentially intangible and does not result in the ownership of anything” Philip Kotler
  36. 36. Cost Services Goods 1994 2004
  37. 37. Cost Inflatory Deflatory 1994 2004
  38. 38. Some thoughts on Service Design
  39. 39. Design for the service sector finance retail airports hospitals police health education Photo by David Mansell - Demos
  40. 40. Service design skills holistic design prototyping multi-stakeholder co-designing complex problems formal and informal design interventions
  41. 41. The ‘front-end’ design of services
  42. 42. £427.20
  43. 43. £427.20
  44. 44. £4,444.20
  45. 45. “Design shapes ideas to become practical and attractive propositions for users or customers.” Cox Review
  46. 46. The ‘back-end’ design of services (service provision and delivery)
  47. 47. Efficiency in labour intensive services Development of agile services Lean consumption UCD to PCD
  48. 48. # User centred design = Understanding needs of the user that is not you (Customers) # Business centred design = Understanding needs of the business decision makers that are not you (Design Leadership) # Provider centred design = Understanding the needs of the service providers that are in at the delivery end (Stakeholders) # Designer centred design = understanding needs of design that are beyond all of the above
  49. 49. www.designcouncil.org.uk/
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