edenspiekermann_service design –buzzword or magic method?Pia Betton, Managing Partner8th of October 2012berlin amsterdam s...
edenspiekermann_about piaBackground in Design, Innovation andCorporate Change.Today: Strategy, Design Thinking,Service Des...
edenspiekermann__pia’s mission:support people to change and growpersonally
edenspiekermann_
edenspiekermann_ We are an international agency for strategy, design and communication in Amsterdam, Berlin and Stuttgart.
We are thinkers, designers, consultants,concept developers, copywriters, coders,visualisers and realisers.We are experts i...
edenspiekermann_
edenspiekermann_what has changed –and how does it affect us?
edenspiekermann_from corporate to social
edenspiekermann_from corporate to social  One company, one world,  everywhere    1990
edenspiekermann_from corporate to social  One company, one world,   Branding – designing  everywhere                brand ...
edenspiekermann_from corporate to social  One company, one world,   Branding – designing   Experience design and  everywhe...
edenspiekermann_from corporate to social  One company, one world,   Branding – designing   Experience design and        So...
edenspiekermann_from corporate to social                                                                       Importance ...
edenspiekermann_a paradigm shift: from corporate to social
edenspiekermann_a paradigm shift: from corporate to social                      by order                   hierarchical   ...
edenspiekermann_a paradigm shift: from corporate to social                      by order    social                   hiera...
edenspiekermann_a paradigm shift: from corporate to social
edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:
edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are a...
edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are a...
edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are a...
edenspiekermann_in many cases, the introduction ofservice design thinking marks the end ofthe use of traditional marketing...
edenspiekermann_how service designinfluence the way we work
edenspiekermann_
edenspiekermann_             identity & brand design
edenspiekermann_             identity & brand design   digital products & services
edenspiekermann_             identity & brand design   digital products & services                   enabling change
edenspiekermann_             identity & brand design   digital products & services                   enabling change      ...
edenspiekermann_             identity & brand design   digital products & services                   enabling change      ...
edenspiekermann_             identity & brand design   digital products & services                   enabling change      ...
edenspiekermann_
edenspiekermann_three case studies:
edenspiekermann_three case studies:
edenspiekermann_three case studies:_how to successfully introduce new technology
edenspiekermann_three case studies:_how to successfully introduce new technology_how to create a service culture
edenspiekermann_three case studies:_how to successfully introduce new technology_how to create a service culture_how to ma...
edenspiekermann_case study 1:how to successfullyintroduce new technology
edenspiekermann_
edenspiekermann_screenflow
edenspiekermann_
edenspiekermann_user reactions                                  “I think the bump thing is cool”            “I would only ...
edenspiekermann_feedback on payment process
edenspiekermann_
edenspiekermann_service design in digital technology:_our client would normally developa white paper (technology focus) to...
edenspiekermann_case study 2:how a brand can createa service culture
edenspiekermann_    The new Avantgarde.    Living ahead!                             3                   NEXT GENERATION  ...
edenspiekermann_
edenspiekermann_
edenspiekermann_edenspiekermann_                                        Die Marke Otto Bock _09.11.2010exploring the servi...
edenspiekermann_
edenspiekermann_independenceand quality for life
edenspiekermann_
edenspiekermann_
edenspiekermann_service design in branding:_culture: shift focus from technology tocreating value for stakeholders_communi...
edenspiekermann_service design for culturalchange?
edenspiekermann_case study 3:how to make a changeprocess relevant forpeople from very differentcultural backgrounds
edenspiekermann_
edenspiekermann_ internal campaign“diversity is our advantage”
edenspiekermann_implementing different aspects of diversity
edenspiekermann_ step 1: create an awareness for the subject
edenspiekermann_introduce corporate goals
edenspiekermann_
edenspiekermann_ step 2: explore what diversity means for approx. 20,000 managers worldwide
edenspiekermann_40 personal stories about diversity                                                                       ...
edenspiekermann_managers as role models
edenspiekermann_service design in change processes:_the change process is rooted in theculture of the organisation._focus ...
edenspiekermann_a recent challenge…service design toimplement anidea-driven culture
edenspiekermann_
edenspiekermann_
edenspiekermann_
edenspiekermann_explore the cultural motivations and barriers                           enabling                          ...
edenspiekermann_explore the cultural motivations and barriers                   I understand why                          ...
edenspiekermann_identify break-downs and best practice in current culture
edenspiekermann_service design in internal processes:_identify break-downs in cultureand processes_identify motivations an...
edenspiekermann_three importantlessons we have learned
edenspiekermann_
edenspiekermann_organisational structures andhierarchies often get in the wayfor implementing a good servicedesign experie...
edenspiekermann_
edenspiekermann_
edenspiekermann_
edenspiekermann_                   decision making processes need to overcome                      hieracical and organisa...
edenspiekermann_
edenspiekermann_is service design always worth it?
edenspiekermann_
edenspiekermann_                     the organisation needs to be capable of                   conducting the necessary ch...
edenspiekermann_
edenspiekermann_where do the goodideas come from?
edenspiekermann_“If I had asked people whatthey wanted, they would havesaid faster horses.”                    Henry Ford
edenspiekermann_
edenspiekermann_   how much research is necessary?
edenspiekermann_
edenspiekermann_             you need to make the leap
edenspiekermann_                   so, service design –                   buzzword or magic                         method?
edenspiekermann_       service design can be a     strong tool, but it needs a     broader scope in order to      create s...
edenspiekermann_thank youwww.edenspiekermann.comberlin amsterdam stuttgart san francisco
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  1. 1. edenspiekermann_service design –buzzword or magic method?Pia Betton, Managing Partner8th of October 2012berlin amsterdam stuttgart san francisco
  2. 2. edenspiekermann_about piaBackground in Design, Innovation andCorporate Change.Today: Strategy, Design Thinking,Service Design, Concept Making,Change Facilitation.
  3. 3. edenspiekermann__pia’s mission:support people to change and growpersonally
  4. 4. edenspiekermann_
  5. 5. edenspiekermann_ We are an international agency for strategy, design and communication in Amsterdam, Berlin and Stuttgart.
  6. 6. We are thinkers, designers, consultants,concept developers, copywriters, coders,visualisers and realisers.We are experts in communication andinteraction.We are 97 people from 15 nations.
  7. 7. edenspiekermann_
  8. 8. edenspiekermann_what has changed –and how does it affect us?
  9. 9. edenspiekermann_from corporate to social
  10. 10. edenspiekermann_from corporate to social One company, one world, everywhere 1990
  11. 11. edenspiekermann_from corporate to social One company, one world, Branding – designing everywhere brand messages 1990 1995
  12. 12. edenspiekermann_from corporate to social One company, one world, Branding – designing Experience design and everywhere brand messages designing brand experience 1990 1995 2000
  13. 13. edenspiekermann_from corporate to social One company, one world, Branding – designing Experience design and Social & service experience everywhere brand messages designing brand experience 1990 1995 2000 2008
  14. 14. edenspiekermann_from corporate to social Importance of design thinking and design research methods in our work One company, one world, Branding – designing Experience design and Social & service experience everywhere brand messages designing brand experience 1990 1995 2000 2008
  15. 15. edenspiekermann_a paradigm shift: from corporate to social
  16. 16. edenspiekermann_a paradigm shift: from corporate to social by order hierarchical structured restricted knowledge top down gradual products
  17. 17. edenspiekermann_a paradigm shift: from corporate to social by order social hierarchical together structured spontaneous restricted knowledge share & spread top down among equals gradual in real time products services
  18. 18. edenspiekermann_a paradigm shift: from corporate to social
  19. 19. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:
  20. 20. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are about contributing rather than directing
  21. 21. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are about contributing rather than directing_a good service is as important as a good product
  22. 22. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are about contributing rather than directing_a good service is as important as a good product_we are not the experts any more – the customers are
  23. 23. edenspiekermann_in many cases, the introduction ofservice design thinking marks the end ofthe use of traditional marketing methods
  24. 24. edenspiekermann_how service designinfluence the way we work
  25. 25. edenspiekermann_
  26. 26. edenspiekermann_ identity & brand design
  27. 27. edenspiekermann_ identity & brand design digital products & services
  28. 28. edenspiekermann_ identity & brand design digital products & services enabling change
  29. 29. edenspiekermann_ identity & brand design digital products & services enabling change service design
  30. 30. edenspiekermann_ identity & brand design digital products & services enabling change service design
  31. 31. edenspiekermann_ identity & brand design digital products & services enabling change service design
  32. 32. edenspiekermann_
  33. 33. edenspiekermann_three case studies:
  34. 34. edenspiekermann_three case studies:
  35. 35. edenspiekermann_three case studies:_how to successfully introduce new technology
  36. 36. edenspiekermann_three case studies:_how to successfully introduce new technology_how to create a service culture
  37. 37. edenspiekermann_three case studies:_how to successfully introduce new technology_how to create a service culture_how to make a change process relevant
  38. 38. edenspiekermann_case study 1:how to successfullyintroduce new technology
  39. 39. edenspiekermann_
  40. 40. edenspiekermann_screenflow
  41. 41. edenspiekermann_
  42. 42. edenspiekermann_user reactions “I think the bump thing is cool” “I would only bump with friends” “Bump doesn’t fit with financial transactions”
  43. 43. edenspiekermann_feedback on payment process
  44. 44. edenspiekermann_
  45. 45. edenspiekermann_service design in digital technology:_our client would normally developa white paper (technology focus) tointroduce the bump technology._with the working prototype, theycan now offer a white label serviceproduct.
  46. 46. edenspiekermann_case study 2:how a brand can createa service culture
  47. 47. edenspiekermann_ The new Avantgarde. Living ahead! 3 NEXT GENERATION AVANTGARDE All you Avantgarde3 | Otto Bock HealthCare 2
  48. 48. edenspiekermann_
  49. 49. edenspiekermann_
  50. 50. edenspiekermann_edenspiekermann_ Die Marke Otto Bock _09.11.2010exploring the service value chain zielgruppenspezifische ansprache User Anwender Doctor Ärzte insurance Kostenträger Technician Techniker
  51. 51. edenspiekermann_
  52. 52. edenspiekermann_independenceand quality for life
  53. 53. edenspiekermann_
  54. 54. edenspiekermann_
  55. 55. edenspiekermann_service design in branding:_culture: shift focus from technology tocreating value for stakeholders_communication: focus on personalstakeholder relationships and values
  56. 56. edenspiekermann_service design for culturalchange?
  57. 57. edenspiekermann_case study 3:how to make a changeprocess relevant forpeople from very differentcultural backgrounds
  58. 58. edenspiekermann_
  59. 59. edenspiekermann_ internal campaign“diversity is our advantage”
  60. 60. edenspiekermann_implementing different aspects of diversity
  61. 61. edenspiekermann_ step 1: create an awareness for the subject
  62. 62. edenspiekermann_introduce corporate goals
  63. 63. edenspiekermann_
  64. 64. edenspiekermann_ step 2: explore what diversity means for approx. 20,000 managers worldwide
  65. 65. edenspiekermann_40 personal stories about diversity Florian Bankoley Bernhard Straub Ulrich Kurfiß Geschäftsführer der Mobility Media Bereichsvorstand mit Zuständigkeit Weiterbildungsreferent am Standort Ute Lepple Erich Reichel Jumana Al-Sibai GmbH in Berlin, Deutschland. für kaufmännische Aufgaben im Stuttgart-Feuerbach, Deutschland. Kaufmännische Leiterin Produktbereich Meister im Bosch-Werk in Nürnberg, Verkaufsleiterin im Geschäftsbereich Trainee in Bühl, Stuttgart und Wuxi/ Geschäftsbereich Elektrische Antriebe, Mit 24 bereits Ausbildungsmeister in Zubehör bei Bosch Power Tools in Solo- Deutschland. Gasoline Systems in Schwieberdingen, Véronique Krüger China, einst einziger Betriebswirtschaft- Deutschland. Rutesheim, hat er an allen Diesel-Stand- thurn, Schweiz. Dem begeisterten Familienvater ist sein Deutschland. Wissenschaftliche Mitarbeiterin in ler unter Ingenieuren im schwedischen Der Diplom-Wirtschaftsingenieur hat in orten weltweit gearbeitet – und feierte Die Diplom-Betriebswirtin mit einer Lei- Privatleben so wichtig wie ein gutes Sie ist eine der Top-Frauen im Bosch- der Forschung und Vorausentwicklung Kundenteam, heute einer der jüngsten Karlsruhe studiert und zusätzlich einen im September 2011 sein 40-jähriges denschaft für Bergsport und klassisches Arbeitsklima. Als erster im Werk hat er Management und bekam im September Mikrosystemtechnik in Stuttgart, Geschäftsführer einer Bosch-Tochterge- Master in Systemanalyse sowie seinen Dienstjubiläum. Der Werkzeugmacher- Ballett lebt mit ihrem Ehemann seit ein flexibles Arbeitszeitmodell durchge- 2011 ihr zweites Kind. Familie und Deutschland. sellschaft. Als Basketball-Trainer ist er Doktor in Wissenssoziologie erworben Meister baute in Wuxi/China den Bereich 10 Jahren in der Schweiz und hat eine setzt, das heute weitere Kollegen nutzen Karriere zu verbinden ist für Sie natürlich Die Physikerin und dreifache Mutter Vorbild für Jugendliche – und nennt als – beides in London. Er war als einziger Weiterbildung mit auf und begeistert sich dreijährige Tochter. Sie zeigt berufliche können. So teilt er sich mit seiner Frau – genauso wie die Arbeit als eine von arbeitet oft als einzige Frau im Männer- sein eigenes Vorbild Franz Fehrenbach: Deutscher unter 2.500 indischen Kollegen für die chinesische Kultur. Vielfalt: Nach ihrem Studium an der die Kinderbetreuung und beginnt zwei wenigen Frauen im technischen Umfeld. team. Sie engagiert sich im Mentoring wegen dessen Authentizität. und später für Bosch in Japan tätig. Berufsakademie hat sie bisher in den Tage in der Woche um 12 Uhr bei Bosch Vielfalt als Chance zu nutzen, lernte die sowie in den Netzwerken „Heratec“ und Heute mit einer kenianischen Inderin Ulrich Kurfiss Bereichen Logistik, Personal, Revision – bei Bedarf bleibt er dafür gerne mal Halb-Araberin schon seit Beginn Ihrer „Für Bosch ins Ausland und zurück“. Ein Florian Bankoley verheiratet und zweifacher Vater, gehört Training Instructor at the Stuttgart- und Einkauf gearbeitet. länger. Laufbahn: im Ausland und bei früheren Burn-out hat sie gut überstanden und CEO, Managing Director, Mobility Media Vielfalt für ihn beruflich wie privat einfach Feuerbach plant, Germany. Arbeitgebern. forscht heute auf der Schillerhöhe. GmbH in Berlin, Germany. dazu. Having become a senior instructor at Rutes- Ute Lepple Erich Reichel Having started out as a trainee in Bühl, heim at just 24 years of age, he has worked Senior Vice President Finance and Admin- Foreman of the Bosch plant in Nuremberg, Jumana Al-Sibai Véronique Krüger Stuttgart, and Wuxi, China, and with the Bernhard Straub at every Diesel location around the world istration Accessory, Bosch Power Tools, Germany. Senior Vice President of Sales in the Scientific associate of the Corporate experience of being the only business eco- Executive Vice President responsible for – and in September 2011, he celebrated Solothurn, Switzerland As dedicated family man, he places just as Gasoline Systems Division, Schwieberdin- Research for microsystem technologies nomist amongst a whole group of engineers commercial matters in the Electric Drives his 40th year of service with Bosch. As a She is a MBA graduate with a passion for much importance to his private life as on gen, Germany in Stuttgart, Germany. on the Swedish customer support team, division in Germany. master toolmaker, he helped to set up the alpine sports and classical ballet and has enjoying a a good work atmosphere. He was She is one of the top women in Bosch She holds a PhD in physics, is a mother of he is now one of the youngest CEOs ever A qualified industrial engineer, he studied training program in Wuxi/China, where been living in Switzerland with her husband the first person at the Nuremberg plant to management and her second child was three, and is often the only woman working to lead a Bosch subsidiary. As a basketball in Karlsruhe before moving to London he developed a passion for the Chinese for ten years. They have a three-year-old introduce flexible working hours, which born in September 2011. For her, com- in a team of men. She is actively involved in trainer, he provides a role model for young where he completed an additional Masters culture. daughter. Her career has been a very other colleagues at Bosch now can benefit bining work and family is perfectly natural mentoring, and in the networks “Heratec” people – and as his own role model, he degree in systems analysis, as well as a diverse one: since graduating from vocatio- from. Twice a week he starts work at noon, – as is being one of the few women working and “Abroad and back for Bosch.” After looks up to Franz Fehrenbach, inspired by doctorate in the sociology of knowledge. He nal college, she has worked in the fields of so that he can support his wife and look in a male-dominated technical environment. suffering a burnout, she has rediscovered his authenticity. was the sole German among 2,500 Indian logistics, HR, auditing, and purchasing. after the children in the mornings. In return Of mixed Arab descent, she learned right her equilibrium and is now carrying out colleagues and later working for Bosch in he is content to stay at work a bit longer, if from the beginning of her career to use top-level research at the Schillerhöhe. Japan. Now married to a Kenyan Indian necessary. diversity as an opportunity – both abroad and proud father of two, diversity comes and with previous employers. naturally to Bernhard, both at home and at work. Vielfalt ist unser Vorteil Vielfalt ist unverzichtbar, um im globalen Wettbewerb erfolgreich zu sein. Und: Vielfalt hat viele Gesichter. Diversity is our advantage. Blindtext. One day however a small line of blind text by the name of Lorem Ipsum Tragen Sie dazu bei, auch im Bereich der Gender Diversity unser ganzes Potenzial zu nutzen – denn mit mehr decided to leave for the far World of Grammar. The Big Oxmox advised her not to do so, because there were gemischten Führungsteams können wir nachweislich bessere Ergebnisse erzielen. thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen.
  66. 66. edenspiekermann_managers as role models
  67. 67. edenspiekermann_service design in change processes:_the change process is rooted in theculture of the organisation._focus on personal motivations andrelevance, not on the underlying strategy
  68. 68. edenspiekermann_a recent challenge…service design toimplement anidea-driven culture
  69. 69. edenspiekermann_
  70. 70. edenspiekermann_
  71. 71. edenspiekermann_
  72. 72. edenspiekermann_explore the cultural motivations and barriers enabling innovation Create a culture of active idea contribution
  73. 73. edenspiekermann_explore the cultural motivations and barriers I understand why I understand the my contribution process is important enabling innovation Create a culture of active idea contribution I get inspiration Great people in and support from the organisation the management contribute
  74. 74. edenspiekermann_identify break-downs and best practice in current culture
  75. 75. edenspiekermann_service design in internal processes:_identify break-downs in cultureand processes_identify motivations and relevance_create a new process based on theemployee “customer journey”
  76. 76. edenspiekermann_three importantlessons we have learned
  77. 77. edenspiekermann_
  78. 78. edenspiekermann_organisational structures andhierarchies often get in the wayfor implementing a good servicedesign experience across allplatforms
  79. 79. edenspiekermann_
  80. 80. edenspiekermann_
  81. 81. edenspiekermann_
  82. 82. edenspiekermann_ decision making processes need to overcome hieracical and organisational borders
  83. 83. edenspiekermann_
  84. 84. edenspiekermann_is service design always worth it?
  85. 85. edenspiekermann_
  86. 86. edenspiekermann_ the organisation needs to be capable of conducting the necessary changes to achieve an appropriate return on investment
  87. 87. edenspiekermann_
  88. 88. edenspiekermann_where do the goodideas come from?
  89. 89. edenspiekermann_“If I had asked people whatthey wanted, they would havesaid faster horses.” Henry Ford
  90. 90. edenspiekermann_
  91. 91. edenspiekermann_ how much research is necessary?
  92. 92. edenspiekermann_
  93. 93. edenspiekermann_ you need to make the leap
  94. 94. edenspiekermann_ so, service design – buzzword or magic method?
  95. 95. edenspiekermann_ service design can be a strong tool, but it needs a broader scope in order to create sustainable value
  96. 96. edenspiekermann_thank youwww.edenspiekermann.comberlin amsterdam stuttgart san francisco

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