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On service design
Søren Bechmann
What is a service?
”Service is everything
that can’t fall on your feet.”
73% of what we do in Denmark
    is related to services
What characterizes a service?

Intangible
Sale = production = use
Volatile, not possible to store
Often complex and part o...
Consequenses

Intangible                            Make tangible, evidencing
Sale = production = use               Capaci...
What is service design?
Service design is about developing services
      that are attractive to customers
  and effective to the service companies
Service design is the design of intangible,
often complex experiences that reach people
    through many different touchpo...
What can service design do?

Create deeper insight in user needs
Develop services with the users
Create stronger relations...
Service design


                              Experience
                              Innovation
   Emotional
   Innovat...
The Service Design process
Methods and tools
Methods and tools
Customer Journey



                                                                                    ...
Methods and tools
Molecular Modelling Approach




                               Børste sko                 Påføre skocre...
Methods and tools
Service Blueprint



   Evidence                         !

   Customer Activity


   ”Interaction Line”...
Methods and tools
Emotional Timeline
Methods and tools
Service Evidencing



                     Formal Evidence

                     Experienced Evidence

                   ...
Service Evidencing: Real Evidence
Service Evidencing: Formal Evidence
Service Evidencing: Experienced Evidence
Service Evidencing
Service Evidencing
Service design or service branding?




           Product     Brand      Service    Experience
           kr. 0,25   kr. ...
Service design or service branding?
A brand is the result of everything a company do

Of all the touchpoints betweem compa...
Service design = branding

                                 Advertising
                                                Sp...
What if...?




          Kindergarten   Fitness Center   Trains
Examples
Tryg Vesta
Progressive Casualty Insurance
Hotel Malibu Beach Inn
Sticks ’n’ Sushi
The Carphone Warehouse
iTunes
Søren Bechmann
bechmann@youmail.dk


 Author
 Speaker
 Servicedesigner
 In advertising since 1983




          2008      ...
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Service design
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Service design

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Short presentation on services, service design and the relationships between service design and service branding.

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Transcript of "Service design"

  1. 1. On service design Søren Bechmann
  2. 2. What is a service?
  3. 3. ”Service is everything that can’t fall on your feet.”
  4. 4. 73% of what we do in Denmark is related to services
  5. 5. What characterizes a service? Intangible Sale = production = use Volatile, not possible to store Often complex and part of a process Difficult to measure Varies and is heterogeneous Buyer without control Buyer play an active role
  6. 6. Consequenses Intangible Make tangible, evidencing Sale = production = use Capacity, time management, HRM Volatile, not possible to store Dramatice and valuecreation Often complex and part of a process Simplify, explain Difficult to measure Create quality experience Varies and is heterogeneous Handle variability and complaints Buyer without control Create feeling of control Buyer play an active role Make the buyer participate
  7. 7. What is service design?
  8. 8. Service design is about developing services that are attractive to customers and effective to the service companies
  9. 9. Service design is the design of intangible, often complex experiences that reach people through many different touchpoints and that happen over time.
  10. 10. What can service design do? Create deeper insight in user needs Develop services with the users Create stronger relations to customers Develop better services Optimize and make more efficient services Create better cooperation – internal and external Integrate more disciplines across the organisation Coordinate all touchpoints Create foundation for differentiation and branding Give companies something more relevant, different and credible to say and do
  11. 11. Service design Experience Innovation Emotional Innovation Process Innovation Functional Innovation
  12. 12. The Service Design process
  13. 13. Methods and tools
  14. 14. Methods and tools Customer Journey Lorem ipsum is a Lorem ipsum Lorem ipsum is is a Lorem lore a Lorem ipsum ipsum is a lore is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a klew wert a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore ipsum is a lore Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a Lorem lore a Lorem ipsum ipsum is a lore is a klew wert Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore ipsum is a lore Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is Lorem ipsum is is a Lorem lore a Lorem ipsum a Lorem ipsum ipsum is a lore is a klew wert is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a klew wert a Lorem ipsum is a klew wert
  15. 15. Methods and tools Molecular Modelling Approach Børste sko Påføre skocreme Pudse sko Modtage betaling Forkert Rengøre sko Materialer farve Valg og indkøb af materialer
  16. 16. Methods and tools Service Blueprint Evidence ! Customer Activity ”Interaction Line” Frontstage ”Visiblity Line” Backstage ”Line of Internal Interaction” Support Processes
  17. 17. Methods and tools Emotional Timeline
  18. 18. Methods and tools
  19. 19. Service Evidencing Formal Evidence Experienced Evidence Real Evidence
  20. 20. Service Evidencing: Real Evidence
  21. 21. Service Evidencing: Formal Evidence
  22. 22. Service Evidencing: Experienced Evidence
  23. 23. Service Evidencing
  24. 24. Service Evidencing
  25. 25. Service design or service branding? Product Brand Service Experience kr. 0,25 kr. 1,50 kr. 15,00 kr. 35,00
  26. 26. Service design or service branding? A brand is the result of everything a company do Of all the touchpoints betweem company and customers Everything communicates Service design can coordinate all touchpoints Service design can add more substance and content to the brand Service design creates something relevant, different and credible to tell the customers
  27. 27. Service design = branding Advertising Sponsorships PR Website Complaint handling Invoice Shops IT Cleaning Driver Everything Staff communicates Telephone Know how Payment Uniforms Services
  28. 28. What if...? Kindergarten Fitness Center Trains
  29. 29. Examples
  30. 30. Tryg Vesta
  31. 31. Progressive Casualty Insurance
  32. 32. Hotel Malibu Beach Inn
  33. 33. Sticks ’n’ Sushi
  34. 34. The Carphone Warehouse
  35. 35. iTunes
  36. 36. Søren Bechmann bechmann@youmail.dk Author Speaker Servicedesigner In advertising since 1983 2008 2009 2010

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