Your SlideShare is downloading. ×
Dnd design smartere   simon
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Dnd design smartere simon

801
views

Published on

Published in: Business, Technology

0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
801
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
51
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Service Design: an introductionSimon ClatworthyAT-ONE Presentation6th September 2012
  • 2. Design is now everywhere
  • 3. Design is now everywhere
  • 4. But is it here?80%
  • 5. The services era
  • 6. Virgin video
  • 7. The BIG IDEA (and the Detail)Its about a strong, experiential offeringHas to be easy to understand the benefitsQuick to experience the benefitsConsistently deliver over the long termDeliver on a promise, right down to the last detailTHIS MAKES ITS STRATEGIC, TACTICAL and OPERATIONAL
  • 8. PASSION in your DNA BIG SERVICE IDEA BUSINESS DELIVERY MODELEXPERIENCE
  • 9. Example 1: Oslo Airport Express TrainCarefully designed servicewith focus upon theorchestration of servicetouch-points and customerexperience around a big idea.Results: - record profits - record passenger numbers - highest brand recognition
  • 10. Example 2: Keep the changeSource: IDEO Service Design
  • 11. Example 3: Public service design - getting people back to workGetting longterm unemployed back to work used to cost £62,000Using service design, Sunderland City Council cut that figure to £5,000.Source: The Design Council UK
  • 12. Example 4: Tesco virtual store in KoreaPart of an advertising pushNow becoming an integrated service900 000 downloads within 6 monthsBrand recognition in new market Cheil worldwide
  • 13. Service Design“Designed offerings toprovide experiences thathappen over time and across time touch- offerings pointsdifferent touch-points ”. experiences
  • 14. Start point: Design brief + project team +
  • 15. End point: The service
  • 16. How to get there for services?Process + Tools
  • 17. Important things happen at the start100% 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 solutionsThe development of team collaboration, internal culture andteam communication are central to team success. Not least acommon understanding and shared vision of the object ofdevelopment. (Sethi 2000, Molin-Justiila 2006)
  • 19. A research project 2007 - 2010has developed:1. A model for understanding serviceinnovation2. A structured process (AT-ONE) for theearly stages of the service innovationprocess3. Tools for service innovation (abductiveand 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
  • 21. letters act like different innovation lenses
  • 22. 1 2 3 4 5 A T O N EDesigning Better Services is a service innovation process usingAT-ONE (A = Actors, T = Touchpoints, O = Offerings, N = Needsand E = Experience). It strengthens the first two stages of thetraditional double diamond innovation process, as described by theBritish Design Council. Making sure you "do the right thing, beforedoing the thing right".This process has emerged as a response to industries’ need toimprove service innovation. It uses design skills such as customerinsight, cultural understanding, creativity and holistic thinking tocreate solutions that are attractive and desirable. If you use theAT-ONE approach, you will focus the early stages of serviceinnovation and get your project off to the right start - customerfocused solutions that build upon your brand strengths to createdesirable service experiences. 5 5 5 250 25 1 5 1-5
  • 23. The AT-ONE book on service innovation
  • 24. Lots of tools for teams
  • 25. Central to Service Design: Personas+ Service-journey
  • 26. Service Journey: First steps in Service DesignChronological series of steps that work like magic!Describe how a customer uses a serviceOften the only time a company sees the service this wayThe level of detail can be scaledWill be developed as part of the touch-point letter
  • 27. Actors1. New actor constellations Actor ?2. Delivery across multiple Touch-points3. 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 PURCHASEVALUE CHAIN CONSUMER VALUE NETWORK INDIVIDUAL RELATIONSHIP RELATIONSHIP RELATIONSHIP Image: Adapted from LiveWork AS
  • 29. Touch-points1. New actor constellations Actor2. Delivery across multiple Touch-points3. Brand based Offerings4. Understanding user Need5. Innovating compelling new Experiences
  • 30. Service Design magic - touch-points on the service journey
  • 31. Offering1. New actor constellations Actor2. Delivery across multiple Touch-points3. Brand based Offerings4.Understanding user Need5. Innovating compelling new Experiences
  • 32. OFFERING DEFINITION, LONGA companies offering delivers the functional, emotional andself-expressive benefits promised by the brand. An effectiveoffering should lead to a customer relationship that both supportspurchase decisions and creates mutual value, also over the long-term.Simons definition of offering based upon Aaker,1996
  • 33. Example: Amazon.comAt the functional level:• large choice• cheap prices• fast and secure deliveryAt 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 andrecommendations• trust through the honest presentation of customerreviews• 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 provideexperiences that happen overtime and across different touch- time touch- offerings pointspoints ”. experiences
  • 35. 1 2 3 4 5PhD - Design support at the front end ofthe New Service Development (NSD) Aprocess - Autumn 2012 T O NResearch activity for prototyping E Designing Better Services is a service innovation process usingexperiences - 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 experiencesPhD - Translating Brands into ExperiencesThe Brand Experience Handbook - 2011-2014PhD - Using The Ritual and Sacred in the Design of ServicesHow 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 2012Judith Gloppen 2012
  • 38. Want to learn the basics?