Master Class service design / design thinking

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 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

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.

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 REALITY.

OFTEN FOCUSSED ON AFTER SALES SERVICE. BUTTHERE IS MUCH MORE! THE ENTIRE CUSTOMERJOURNEY OFFERS OPPORTUNITIES FOR SERVICE!

HOT TOPIC: TU DELFT, CRISP, FES, PIEKEN IN DE DELTA,THE INTERNET OF THINGS. PRODUCTS AND SERVICESARE INTERTWINED, OFTEN VIA IT TECHNOLOGY

THIS REQUIRES A TRULY MULTIDISCIPLINARYINTEGRATED RESEARCH, DESIGN AND IMPLEMENTATIONAPPROACH. DESIGN SUPPORTS HUMAN INTERACTION

CONNECTING VARIOUS STAKEHOLDERS, SERVICES,PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-SYSTEM WHERE VALUE IS CREATED

THE SERVITISATION OF VALUE: FROM OWNERSHIP TOGETTING JOBS DONE. TOUCHPOINTS ENABLE VALUE CO-CREATION. PRODUCTS SUPPORT SERVICES

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

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.

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.

SERVICESDESIGNEN

HOW DOYOU DOTHAT ?

5ply service ecosystem generator customer journey map service touchpoint map capabilities and collaborations business model/business case enabling systemsDEVELOPED WITH GRAHAM HILL

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

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?

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?

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

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

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 TO THE ISSUE.

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.

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."

TOOL: CUSTOMER JOURNEY MAPPING SEE: http://www.slideshare.net/ brandriveninnovation/ consumer-journey-mapping

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

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/

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

http://blog.frislicht.com	567
http://noplay.com	298
http://business901.com	296
http://aplifecommunications.wordpress.com	234
http://www.customerthink.com	125
http://madebymany.com	105
http://paper.li	43
http://notesonanidea.tumblr.com	28
http://www.scoop.it	26
http://serve4impact.com	24
http://onmyne.wordpress.com	22
http://flavors.me	22
https://twitter.com	22
http://dezo.posterous.com	19
http://fr.flavors.me	9
http://processequipmentmarketing.com	9
http://pinterest.com	8
url_unknown	7
http://twitter.com	7
http://us-w1.rockmelt.com	6
http://tweets.kathan.at	4
https://twimg0-a.akamaihd.net	4
http://cursos.itesm.mx	4
https://si0.twimg.com	3
http://webcache.googleusercontent.com	3
http://service-design.tumblr.com	3
http://feeds.feedburner.com	3
http://leanmarketinghouse.com	3
http://kapilapshankar.com	2
http://www.slideshare.net	2
http://trunk.ly	2
http://www.tumblr.com	1
http://real.commons.co.kr	1
http://safe.tumblr.com	1
http://www.frislicht.com	1
http://www.twylah.com	1
https://noplay.com	1

Master Class service design / design thinking

by Erik Roscam Abbing

Accessibility

Categories

Upload Details

Usage Rights

37 Embeds 1,916

Statistics

Master Class service design / design thinking Presentation Transcript