7. The BIG IDEA (and the Detail)
Its about a strong, experiential offering
Has to be easy to understand the benefits
Quick to experience the benefits
Consistently deliver over the long term
Deliver on a promise, right down to the last detail
THIS MAKES ITS STRATEGIC, TACTICAL and OPERATIONAL
8. PASSION in
your DNA
BIG
SERVICE IDEA BUSINESS
DELIVERY
MODEL
EXPERIENCE
9. Example 1: Oslo Airport Express Train
Carefully designed service
with focus upon the
orchestration of service
touch-points and customer
experience around a big idea.
Results:
- record profits
- record passenger numbers
- highest brand recognition
11. Example 3: Public service design - getting people back to work
Getting longterm unemployed back to work used to cost £62,000
Using service design, Sunderland City Council cut that figure to £5,000.
Source: The Design Council UK
12. Example 4: Tesco virtual store in Korea
Part of an advertising push
Now becoming an integrated service
900 000 downloads within 6 months
Brand recognition in new market
Cheil worldwide
13. Service Design
“Designed offerings to
provide experiences that
happen over time and across
time touch-
offerings
points
different touch-points ”.
experiences
16. How to get there for services?
Process + Tools
17. Important things happen at the start
100%
Percentage of final cost
committed
Percentage of costs
incurred
0%
Project Concept phase complete End
start Source: Berliner + Brimson 1998
18. Successful teams develop successful solutions
The development of team collaboration, internal culture and
team communication are central to team success. Not least a
common understanding and shared vision of the object of
development. (Sethi 2000, Molin-Justiila 2006)
19. A research project 2007 - 2010
has developed:
1. A model for understanding service
innovation
2. A structured process (AT-ONE) for the
early stages of the service innovation
process
3. Tools for service innovation (abductive
and co-design based)
Focus upon customer experience:
- customer needs
- multi-channel service delivery over time
- actor networks
- brand and design thinking
20. looks at
Levers of service innovations:
1. New actor constellations
Actor
2. Delivery across multiple Touch-points
3. Offerings that align with Brand Strategy
4. Satisfying user Needs
5. Innovating compelling customer Experiences
22. 1 2 3 4 5
A
T
O
N
E
Designing Better Services is a service innovation process using
AT-ONE (A = Actors, T = Touchpoints, O = Offerings, N = Needs
and E = Experience). It strengthens the first two stages of the
traditional double diamond innovation process, as described by the
British Design Council. Making sure you "do the right thing, before
doing the thing right".
This process has emerged as a response to industries’ need to
improve service innovation. It uses design skills such as customer
insight, cultural understanding, creativity and holistic thinking to
create solutions that are attractive and desirable. If you use the
AT-ONE approach, you will focus the early stages of service
innovation and get your project off to the right start - customer
focused solutions that build upon your brand strengths to create
desirable service experiences.
5 5 5 250 25 1 5 1-5
26. Service Journey: First steps in Service Design
Chronological series of steps that work like magic!
Describe how a customer uses a service
Often the only time a company sees the service this way
The level of detail can be scaled
Will be developed as part of the touch-point letter
27. Actors
1. New actor constellations
Actor
?
2. Delivery across multiple Touch-points
3. Brand based Offerings ?
4. Understanding user Need ?
5. Innovating compelling new Experiences
?
28. AT-ONE: From P.O.S. to Customer Relationship
PRODUCTION POINT OF PURCHASE
VALUE CHAIN
CONSUMER
VALUE NETWORK INDIVIDUAL
RELATIONSHIP RELATIONSHIP RELATIONSHIP
Image: Adapted from LiveWork AS
29. Touch-points
1. New actor constellations
Actor
2. Delivery across multiple Touch-points
3. Brand based Offerings
4. Understanding user Need
5. Innovating compelling new Experiences
31. Offering
1. New actor constellations
Actor
2. Delivery across multiple Touch-points
3. Brand based Offerings
4.Understanding user Need
5. Innovating compelling new Experiences
32. OFFERING DEFINITION, LONG
A companies offering delivers the functional, emotional and
self-expressive benefits promised by the brand. An effective
offering should lead to a customer relationship that both supports
purchase decisions and creates mutual value, also over the long-
term.
Simons definition of offering based upon Aaker,1996
33. Example: Amazon.com
At the functional level:
• large choice
• cheap prices
• fast and secure delivery
At the emotional, self expressive level:
• self expression through Amazon lists
• the enjoyment of a good book before you buy it,
through customer reviews, look-inside and
recommendations
• trust through the honest presentation of customer
reviews
• friendship through suggestions of other products
• a community for people who love books
34. At AHO: Three areas of Service Design research
1. How to improve innovation processes by adding Design
2. How to Design for better customer experiences
3. How Design can help transform organisations
“Designed offerings to provide
experiences that happen over
time and across different touch-
time touch-
offerings
points
points ”. experiences
35. 1 2 3 4 5
PhD - Design support at the front end of
the New Service Development (NSD) A
process - Autumn 2012 T
O
N
Research activity for prototyping E
Designing Better Services is a service innovation process using
experiences - Autumn 2012
AT-ONE (A = Actors, T = Touchpoints, O = Offerings, N = Needs
and E = Experience). It strengthens the first two stages of the
traditional double diamond innovation process, as described by the
British Design Council. Making sure you "do the right thing, before
doing the thing right".
This process has emerged as a response to industries’ need to
improve service innovation. It uses design skills such as customer
insight, cultural understanding, creativity and holistic thinking to
create solutions that are attractive and desirable. If you use the
AT-ONE approach, you will focus the early stages of service
innovation and get your project off to the right start - customer
focused solutions that build upon your brand strengths to create
desirable service experiences.
5 5 5 250 25 1 5 1-5
36. 2. How to design for better customer experiences
PhD - Translating Brands into Experiences
The Brand Experience Handbook - 2011-2014
PhD - Using The Ritual and Sacred in the Design of Services
How to make experiences special through Design - 2011-2014
37. 3. How Design can transform service organisations
PhD - Design support at the front end of
PhD - Service Design Leadership
the New Service DevelopmentShaping Service Innovations at the Intersection of Design and Strategic
(NSD)
Management - Autumn 2012
process - Autumn 2012
Customer Care Research Project together with Telenor,
Posten ++
Research activity for prototyping
experiences - Autumn 2012
Judith Gloppen 2012
