WELCOME
SERVICEDESIGN?
WHATISIT?
SERVICE DESIGN, WHAT IS IT?IT AIN T NEW, HONEY….The great economic law is this: services are exchanged forservices...it is...
SERVICE DESIGN, WHAT IS IT?THERE ARE MANY INTERPRETATIONS...FROM VERY PRACTICAL TO VERY HOLISTIC...ONE IS NOT MORE ‘TRUE’ ...
PRACTICAL             SERVICE DESIGN, WHAT IS IT?                                            HOLISTIC
PRACTICAL             SERVICE DESIGN, WHAT IS IT?                                            HOLISTIC
DESIGNING FOR SERVICES. EG A WEBSITE FOR ASERVICE PROVIDER. THIS OFTEN REQUIRES A MOREINTEGRATED APPROACH THAN SEEN IN REA...
PRACTICAL             SERVICE DESIGN, WHAT IS IT?                                            HOLISTIC
OFTEN FOCUSSED ON AFTER SALES SERVICE. BUTTHERE IS MUCH MORE! THE ENTIRE CUSTOMERJOURNEY OFFERS OPPORTUNITIES FOR SERVICE!
PRACTICAL             SERVICE DESIGN, WHAT IS IT?                                            HOLISTIC
HOT TOPIC: TU DELFT, CRISP, FES, PIEKEN IN DE DELTA,THE INTERNET OF THINGS. PRODUCTS AND SERVICESARE INTERTWINED, OFTEN VI...
PRACTICAL             SERVICE DESIGN, WHAT IS IT?                                            HOLISTIC
THIS REQUIRES A TRULY MULTIDISCIPLINARYINTEGRATED RESEARCH, DESIGN AND IMPLEMENTATIONAPPROACH. DESIGN SUPPORTS HUMAN INTER...
PRACTICAL             SERVICE DESIGN, WHAT IS IT?                                            HOLISTIC
CONNECTING VARIOUS STAKEHOLDERS, SERVICES,PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-SYSTEM WHERE VALUE IS CREATED
PRACTICAL             SERVICE DESIGN, WHAT IS IT?                                            HOLISTIC
THE SERVITISATION OF VALUE: FROM OWNERSHIP TOGETTING JOBS DONE. TOUCHPOINTS ENABLE VALUE CO-CREATION. PRODUCTS SUPPORT SER...
SERVICE DOMINANT LOGICOLD PARADIGM: SERVICES ARE WHAT’S LEFT OVER IF YOU              REMOVE ALL PRODUCTS           THIS I...
SERVICE DOMINANT LOGIC                VALUE IN EXCHANGE VS VALUE IN USE    TEMPORAL, RELATIONAL VALUE CONSTELLATIONSNorman...
SERVICE DESIGN ACCORDING TOSERVICE DOMINANT LOGIC=DESIGNING ECO-SYSTEMS OFCONNECTED PRODUCTS, SERVICES,COMMUNICATIONS ANDE...
SERVICESDESIGNEN
HOW DOYOU DOTHAT ?
5ply service ecosystem generator                                customer journey map                                servic...
ply1                     5ply service ecosystem generator                                customer journey map:            ...
ply2        service touchpoint map        what touchpoints would        enable the customer to reach        her outcomes? ...
ply3                     5ply service ecosystem generator                                capabilities and collaborations  ...
5ply service ecosystem generator    ply4                                business model/business case                      ...
ply5                     5ply service ecosystem generator                                enabling systems                 ...
A QUICK INTROTO THE ‘HOW’OF SERVICEDESIGN
1 MINDSET1 METHOD1 TOOL
DESIGN THINKINGCONTEXT MAPPINGCUSTOMER JOURNEY MAPPING
MINDSET: DESIGN THINKING
THERE IS NO FIXED DESIGN THINKING PROCESS. DESIGNTHINKING IS ABOUT COGNITIVE FLEXIBILITY: THE ABILITYTO ADAPT THE PROCESS ...
METHOD: CONTEXT MAPPING•  looking into insights into users lives, to get a grip on their   future behaviour.•  exploring t...
METHOD: CONTEXT MAPPINGcontextmapping research:."1. ask for an example out of the daily life of the participant2. ask abou...
TOOL: CUSTOMER JOURNEY        MAPPING               SEE:    http://www.slideshare.net/       brandriveninnovation/    cons...
10 TIPS VOOR SERVICE DESIGN       1. YOU DON’T DESIG NSERVICES BY YOURSELF                 2. THE USER IS CENTRAL       3....
Theres a Service Design Network in the Netherlandshttp://www.servicedesignnetwerk.nlAnd an international one (SDN)http://w...
DESIGNING SERVICES WITH INNOVATIVE METHODS" IS NOW AVAILABLEAS AN E-BOOK (29 EUROS)ORDER IT VIA http://www.ellibs.com/book...
Master Class service design / design thinking
Master Class service design / design thinking
Master Class service design / design thinking
Master Class service design / design thinking
Master Class service design / design thinking
Master Class service design / design thinking
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Master Class service design / design thinking

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the slides for the masterclass Design Thinking/ Service Design that DesignThinkers and Zilver organise. See also http://www.mastersofdesignthinking.com/

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Master Class service design / design thinking

  1. 1. WELCOME
  2. 2. SERVICEDESIGN?
  3. 3. WHATISIT?
  4. 4. SERVICE DESIGN, WHAT IS IT?IT AIN T NEW, HONEY….The great economic law is this: services are exchanged forservices...it is trivial, very commonplace; it is nonetheless, thebegining, the middle, and the end of economic science.""- Fredric Bastiat 1848The integrated design of material components (products) andimmaterial components (services) can be documented andcodified using a service blueprint to map the sequence ofevents in a service and its essential functions in an objectiveand explicit manner.- Shostack 1982
  5. 5. SERVICE DESIGN, WHAT IS IT?THERE ARE MANY INTERPRETATIONS...FROM VERY PRACTICAL TO VERY HOLISTIC...ONE IS NOT MORE ‘TRUE’ THAN THE OTHER…IN FACT THEY NEED EACHOTHER…BUT IT REALLY HELPS TO KNOW WHICH END OFTHE SPECTRUM YOU’RE TALKING ABOUT.
  6. 6. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
  7. 7. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
  8. 8. DESIGNING FOR SERVICES. EG A WEBSITE FOR ASERVICE PROVIDER. THIS OFTEN REQUIRES A MOREINTEGRATED APPROACH THAN SEEN IN REALITY.
  9. 9. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
  10. 10. OFTEN FOCUSSED ON AFTER SALES SERVICE. BUTTHERE IS MUCH MORE! THE ENTIRE CUSTOMERJOURNEY OFFERS OPPORTUNITIES FOR SERVICE!
  11. 11. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
  12. 12. HOT TOPIC: TU DELFT, CRISP, FES, PIEKEN IN DE DELTA,THE INTERNET OF THINGS. PRODUCTS AND SERVICESARE INTERTWINED, OFTEN VIA IT TECHNOLOGY
  13. 13. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
  14. 14. THIS REQUIRES A TRULY MULTIDISCIPLINARYINTEGRATED RESEARCH, DESIGN AND IMPLEMENTATIONAPPROACH. DESIGN SUPPORTS HUMAN INTERACTION
  15. 15. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
  16. 16. CONNECTING VARIOUS STAKEHOLDERS, SERVICES,PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-SYSTEM WHERE VALUE IS CREATED
  17. 17. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
  18. 18. THE SERVITISATION OF VALUE: FROM OWNERSHIP TOGETTING JOBS DONE. TOUCHPOINTS ENABLE VALUE CO-CREATION. PRODUCTS SUPPORT SERVICES
  19. 19. SERVICE DOMINANT LOGICOLD PARADIGM: SERVICES ARE WHAT’S LEFT OVER IF YOU REMOVE ALL PRODUCTS THIS IS PRODUCT DOMINANT LOGICNEW PARADIGM: EVEN PRODUCTS ARE PART OF A SERVICE IN THE END THIS IS SERVICE DOMINANT LOGIC Vargo & Lusch 2004, http://www.sdlogic.net/publications.html
  20. 20. SERVICE DOMINANT LOGIC VALUE IN EXCHANGE VS VALUE IN USE TEMPORAL, RELATIONAL VALUE CONSTELLATIONSNorman, R. and Ramírez, R. (1993) Designing interactive strategy: From value chain to value constellation. Harvard Business Review, 71 (4): 65-77.
  21. 21. SERVICE DESIGN ACCORDING TOSERVICE DOMINANT LOGIC=DESIGNING ECO-SYSTEMS OFCONNECTED PRODUCTS, SERVICES,COMMUNICATIONS ANDENVIRONMENTS, WITH PEOPLE ANDFOR PEOPLE, THAT ENABLE THE CO-CREATION OF VALUE.
  22. 22. SERVICESDESIGNEN
  23. 23. HOW DOYOU DOTHAT ?
  24. 24. 5ply service ecosystem generator customer journey map service touchpoint map capabilities and collaborations business model/business case enabling systemsDEVELOPED WITH GRAHAM HILL
  25. 25. ply1 5ply service ecosystem generator customer journey map: What are the customer’s jobs and outcomes in time? How are the different stages of the journey experienced by the customer? DEVELOPED WITH GRAHAM HILL
  26. 26. ply2 service touchpoint map what touchpoints would enable the customer to reach her outcomes? What is the gap between the organisation’s current touchpoints and ideal touchpoints?
  27. 27. ply3 5ply service ecosystem generator capabilities and collaborations What capabilities and collaborations are required, to create the desired service touchpoints, to meet the customer’s desired outcomes? Hoe do these match with the organisation’s current capabilities andDEVELOPED WITH GRAHAM HILL collaborations?
  28. 28. 5ply service ecosystem generator ply4 business model/business case What business model does the organisation need to create a service that matches the previous layers? What business cases can be developed?DEVELOPED WITH GRAHAM HILL
  29. 29. ply5 5ply service ecosystem generator enabling systems What technologies, logistics, knowledge and IT systems do we need to support the service eco-system?DEVELOPED WITH GRAHAM HILL
  30. 30. A QUICK INTROTO THE ‘HOW’OF SERVICEDESIGN
  31. 31. 1 MINDSET1 METHOD1 TOOL
  32. 32. DESIGN THINKINGCONTEXT MAPPINGCUSTOMER JOURNEY MAPPING
  33. 33. MINDSET: DESIGN THINKING
  34. 34. THERE IS NO FIXED DESIGN THINKING PROCESS. DESIGNTHINKING IS ABOUT COGNITIVE FLEXIBILITY: THE ABILITYTO ADAPT THE PROCESS TO THE ISSUE.
  35. 35. METHOD: CONTEXT MAPPING•  looking into insights into users lives, to get a grip on their future behaviour.•  exploring two levels of abstraction:•  1. motivations behind behaviour (why do people do what they do)•  because products and services should answer embedded needs and motivations, not simply facilitate behaviour •  2. future consequences of these motivations (what will people do in the near future)•  because we are talking about research for design, innovation, development, of new products and services for new, or undiscovered needs.
  36. 36. METHOD: CONTEXT MAPPINGcontextmapping research:."1. ask for an example out of the daily life of the participant2. ask about the emotions surrounding that event: what did youthink about it? did you like the activity? did you like the result?how did you feel while doing this? did you miss anything?"3. take the participant into a more aspirational, future orientedstate: "what would you like the experience to be? what wouldthe ideal look like? if you had unlimited time and money, whatwould you to make this experience better for you?4. let the participant draw, visualise, make things."
  37. 37. TOOL: CUSTOMER JOURNEY MAPPING SEE: http://www.slideshare.net/ brandriveninnovation/ consumer-journey-mapping
  38. 38. 10 TIPS VOOR SERVICE DESIGN 1. YOU DON’T DESIG NSERVICES BY YOURSELF 2. THE USER IS CENTRAL 3. OVERSEE THE ENTIRE CONSUMER JOURNEY 4. SERVICES ARE CONTEXTUAL 5. WORK MULTI-DISCIPLINARY6. INVOLVE STAKEHOLDERS AND SPECIALISTS IN THE PROCESS 7. ITERATE AND PROTOTYPE 8. DEVELOP NEW BUSINESSMODELS 9. USE THE ORGANISATIONS CULTURE AS FOUNDATION 10. VISUALISE
  39. 39. Theres a Service Design Network in the Netherlandshttp://www.servicedesignnetwerk.nlAnd an international one (SDN)http://www.service-design-network.orgYoull find a good list of consultancies and other useful links at Jeff Howards Blog    http://designforservice.wordpress.com/Youll find many practitioners at (service designers, design thinkers, etc)http://www.wenovski.comThers a great glossary athttp://servicedesign.org/An amazing collection of tools athttp://www.servicedesigntools.org/A list that represents a summary of the past thirty years of service design literature:http://www.howardesign.com/exp/service/
  40. 40. DESIGNING SERVICES WITH INNOVATIVE METHODS" IS NOW AVAILABLEAS AN E-BOOK (29 EUROS)ORDER IT VIA http://www.ellibs.com/book/9789525018424 THIS IS SERVICE DESIGN THINKING BY MARC STICKDORN AND OTHERS A VERY GOOD COMPLIATION ON THE CURRENT STATE OF SERVICE DESIGN http://thisisservicedesignthinking.com/ BRAND DRIVEN INNOVATION BY ERIK ROSCAM ABBING ORDER IT VIA http://www.amazon.com/Brand-driven-Innovation-Required-Reading- Range/dp/294041128X/ref=sr_1_1? ie=UTF8&s=books&qid=1288735093&sr=1-1

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