Increasingly you read about Service Design and Design Thinking in the media. But what does it actually mean? What can Service Design mean for a company or organization? Sign up for an introductory Master Class and find out. This hand-on course will take 4 hours during which time you will get introduced to the theory and several service design tools and methods. Services are quickly becoming the most important factor in increasing competitive advantages and strong sustainable customer relationships. This is the central theme when we discuss what Service Design has to offer. During this Master Class we will share our professional experiences, knowledge and insights. Our aim is to share all the theoretical and practical information you need to put Service Design into practice. Program: Background: What is Service Design? Where does it come from and why now? Critical questions: Why is it a unique design discipline? Or not. What are the challenges? Situation: What are the main 'Schools of thoughts "within Service Design? What are the key cases? Where can you find more information? Practice: Working with tools and methods such as Context Mapping, Emotional Journey Mapping, Priority Grid, Scenario Design.

2. WELCOME

3. SERVICE
DESIGN?

4. DESIGN
THINKING?

5. A LITTLE
HISTORY...

6. Industrial Consumer Experience Knowledge Transformation
economy economy economy economy economy
1900>> 1950>> 1980>> unfolding Future

7. Industrial Consumer Experience Knowledge Transformation
economy economy economy economy economy
1900>> 1950>> 1980>> unfolding Future

8. in the transformation economy:
the world is getting more and more complex
it becomes harder for organisations to differentiate on technology alone
organisations need to deeply understand their customer
organisations need to understand value networks
organisations need to adopt a culture of openness and transparency

9. DESIGN
THINKING?

10. www.designthenewbusiness.com

11. design thinking:
being comfortable with uncertainty & complexity
defining the problem is part of the problem
future oriented and optimistic
using an interative approach to solving problems
visualising as a means to understand issues
prototyping to get closer to the solution
by no means limited to designers

12. business thinking: design thinking: creative thinking:
analysis both analysis and synthesis synthesis
linear interative chaotic
needs defined problems handles ill defined problems needs undefined problems
numbers as goal visuals as means visuals as goal
within silos across silos outside of silos
observations of the past scenarios of the future personal projection

13. SERVICE
DESIGN?

14. SERVICE DESIGN, WHAT IS IT?
well, it isn’t new!
The great economic law is this: services are exchanged for
services...it is trivial, very commonplace; it is nonetheless, the
begining, the middle, and the end of economic science.!
!
- Fredric Bastiat 1848"
The integrated design of material components (products) and
immaterial components (services) can be documented and
codified using a service blueprint to map the sequence of
events in a service and its essential functions in an objective and
explicit manner."
- Shostack 1982"

15. SERVICE DESIGN, WHAT IS IT?
service design is based on the notion that the development of
new services should be approached in the same way we design
products or environments:"
- as a creative process"
- that requires research, design, prototyping, testing"
- in a human centred approach"
- and that is embedded in the organisation’s innovation cycles

16. 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 OF THE
SPECTRUM YOU’RE TALKING ABOUT.

17. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

18. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

19. DESIGNING FOR SERVICES. EG A WEBSITE FOR A SERVICE
PROVIDER. THIS OFTEN REQUIRES A MORE INTEGRATED
APPROACH THAN SEEN IN REALITY.

20. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

21. OFTEN FOCUSSED ON AFTER SALES SERVICE. BUT THERE IS
MUCH MORE! THE ENTIRE CUSTOMER JOURNEY OFFERS
OPPORTUNITIES FOR SERVICE!

22. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

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

24. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

25. THIS REQUIRES A TRULY MULTIDISCIPLINARY INTEGRATED
RESEARCH, DESIGN AND IMPLEMENTATION APPROACH. DESIGN
SUPPORTS HUMAN INTERACTION

26. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

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

28. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

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

30. SERVICE DOMINANT LOGIC
OLD PARADIGM: SERVICES ARE WHAT’S LEFT OVER IF YOU REMOVE ALL
PRODUCTS
THIS IS PRODUCT DOMINANT LOGIC
NEW 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

31. SERVICE DESIGN ACCORDING TO SERVICE
DOMINANT LOGIC=
DESIGNING ECO-SYSTEMS OF CONNECTED
PRODUCTS, SERVICES, COMMUNICATIONS
AND ENVIRONMENTS, WITH PEOPLE AND
FOR PEOPLE, THAT ENABLE THE CO-
CREATION OF VALUE.

32. TOOL: STAKEHOLDER MAPPING
What is it?
a method to visualize and understand the relationship of
your business with relevant groups of stakeholders and
their relationships amongst eachother.
see also http://slidesha.re/stakeholdermapping

33. TOOL: STAKEHOLDER MAPPING
Why is it useful?
• it is an effective way to develop a clear overview of
your internal and/or external stakeholders,
• to indicate how their needs match yours and to
manage these relationships with respect to your
brand offering.
• it can help you provide the right products or services
for the right customer segments
• it can help you to gain insight in the value networks
you operate in, and it can help you develop new
business models.

34. UNITS OF VALUE EXCHANGE
(www.boardofinnovation.com)
product! service! experience! exposure! reputation!
product service experience exposure reputation
rights credits
money! less money! data! right! credits!
money discount data

35. TOOL: CUSTOMER JOURNEY MAPPING
What is it?
Customer Journey Mapping is the process of creating a
graphical representation of the experience that your
customers have with your brand, product or service over
time.
see also http://slidesha.re/customerjourneymapping
and http://bit.ly/iuXPY8

36. TOOL: CUSTOMER JOURNEY MAPPING
Why is it useful?
• The relationship between an organisation and their
customers is not based on a one-time experience but
on a flow of experiences over time.
• A customer journey map will give you an overview of
the whole journey your customer goes through when
choosing, buying and using your products or services.
• It will help you identify the white spaces in the
customer journey and unlock opportunities for
innovation.

37. THE HORIZONTAL AXIS:
• Don’t think in touchpoints or channels but in
experience stages
• The design of the horizontal axis is a worthwhile
process in itself
• a typical sequence may look like this:
• orientation – choice – purchase – installation – use –
dealing with issue – renewal - ...

38. THE VERTICAL AXIS:
• what does the customer want to achieve in that stage?
• what emotions does the customer have in that stage?
• Who does the customer interact with in that stage?
• What does the customer interact with in that stage?
• What should you do to help the customer achieve
their goals in that stage?
• What can you do to improve the customer’s
experience in that stage?
• what can you do to fulfil your brand promise in that
stage?
• what can you do to achieve business goals in that
stage?

39. THANK YOU