Creativity Means Business Presentation

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Presentation by James Samperi of Engine Service Design at the Creativity Means Business Symposium, at the Hogeschool, Utrecht

Presentation by James Samperi of Engine Service Design at the Creativity Means Business Symposium, at the Hogeschool, Utrecht

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  • 1. Designing Services Service Design In pursuit of better Oliver King | co-founder Engine James Samperi | Engine Service Design ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 2. …you’re what!? ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 3. A design trained, research- led, strategically minded, collaborative, individual, team player focused on Oliver King | co-founder Engine delivering profit, value, joy, relief, usability, and rigor time and again ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 4. …you do what!? ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 5. …design and help implement better services that result in Oliver King | co-founder Engine happier customers ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 6. A bit about Engine Service Design… Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 7. Insight. Idea. Action People-led innovation for service business ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 8. Insight. Idea. Action Strategies on the frontiers of service design demand a blend of creativity and discipline…What's important is the Service Design execution: the alignment of the right idea, the right team, the right development process, the right leadership, the right level of risk management, the right target, the right time to market’ Business Week, 2008 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 9. Innovation is the successful exploitation of a new idea Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 10. We plan and run creative and collaborative service design projects ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 11. We innovate and design services for people, with people ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 12. Where co-creation happens ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 13. Design is the process of making things better for people - Oliver King | co-founder Engine more useful, usable and desirable ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 14. The application of design tools, techniques and thinking to service Service Design challenges, either to improve existing services or to create new ones. Service Design, Wikipedia ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 15. Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 16. Service is the act of Oliver King | co-founder Engine someone to helping do something ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 17. Helping children to get more from school Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 18. Helping motorists get home safely ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 19. Helping local governments provide better public services ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 20. Helping passengers feel safe and in control ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 21. Helping passengers feel safe and in control Under cover Service Designer!! ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 22. ‘Tackling complex organisational Service Design challenges' Oliver King | co-founder Engine Or… ‘designers in weird places’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 23. Running service strategy programs ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 24. Dealing at the level of policy ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 25. Working on the front line Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 26. Working on the front line Service Design Oliver King | co-founder Engine Under cover service designer!! ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 27. Training and behaviour Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 28. Aiding Implementation Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 29. Strategy The translation space Experience ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 30. Service design is the act of identifying and leveraging customer Oliver King | co-founder Engine value for the good of the user and provider ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 31. ‘…don’t be evil’ Oliver King | co-founder Engine Courtesy of Google ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 32. Speeds up queues Reduces cost to serve Focus on different aspects of the offer Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 33. Customer value Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 34. Good service cannot be reduced to nothing more than an efficient operation: its value lies in the less tangible sense that the service is supporting you, meeting your needs’ S, Parker, J, Heapy ‘Journey to the interface’ 2006 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 35. Value The aspects that are of upmost importance to a successful and pleasurable outcome ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 36. Sometimes value is self-evident ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 37. Sometimes value needs to be uncovered and then created ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 38. But value is a moving target as behaviour and expectation is always changing ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 39. ‘Free shipping’ ‘As many pairs as you like’ ‘A stock of 4,000,000’ ‘12 months returns policy’ ‘Real people dealing with your calls…and not in India!’ ‘2,000 dollars to quit!’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 40. From buying stuff to doing stuff – Power of the platform ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 41. The re-emergence of the collective ‘me’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 42. The re-emergence of the collective ‘me’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 43. The re-emergence of the collective ‘me’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 44. Value also depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 45. Service value depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 46. Value also depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 47. Service value depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 48. Sometimes means thinking broader than the industry and immediate problem…people have service portfolios! ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 49. ‘Why can’t my garage allow me to pay on line like my bank?’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 50. People are changing faster than organisations are. Decades of expanding choice and growing wealth have left people looking for more than simply quality products and services. The search for meaning and recognition, autonomy and control is a defining part of our collective psyche in the twenty- first century. S, Parker, J, Heapy ‘Journey to the interface’ 2006 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 51. Value for the service provider ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 52. …so how do we measure value to the service provider? ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 53. Increased acquisition | take up Increased retention | continual use Brand preference Reduced acquisition costs Reduced costs to serve Differentiation | effectiveness = ROI ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 54. ‘70% of business comes from customers coming back’ Tony Hsieh CEO Zappos ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 55. Why such a revolutionary idea? ‘You don’t see the pay off right away you see it 2 or 3 years down the line’ Tony Hsieh CEO Zappos ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 56. ‘The first customer defection is at least 75% more expensive than the last. An early-adopter who defects is worth more than $800’ ‘What is the true value of a lost customer?’ J Hogan, K Lemon, Sage Journals, 2008 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 57. Challenges Service Design Oliver King | we faceEngine co-founder at Engine Service Design ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 58. Service Design some Here’s things Oliver King | co-foundercan only talk we Engine about a bit ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 59. PREMIUM CAR MANUFACTURER NEEDS TO OVERHAUL ITS AFTERSALES Oliver King | co-founder Engine BUSINESS TO COMPETE ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 60. …unrivalled quality, expertise and level of personalised service ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 61. NATIONAL AIRPORT GROUP WANTS TO MOVE FROM INFASTRUCTURE TO VALUED SERVICE Oliver King | co-founder Engine BRAND ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 62. …a fluid set of roles that enhance the experience the flying ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 63. LOCAL COUNCIL WANTS TO DEVELOP BETTER PUBLIC SERVICES BY BUILDING A CULTURE Oliver King | co-founder Engine OF INNOVATION ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 64. …building a social innovation lab and showing that it works ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 65. Things we can talk Service Design more about… Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 66. CREATE AN AIRPORT EXPERIENCE IN LINE WITH THE AIRLINE’S REPUTATION FOR Oliver King | co-founder Engine UNRIVALLED ONBOARD SERVICE ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 67. ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 68. Uncovering value and needs during user research ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 69. Co-creation sessions with front line staff and customers ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 70. Understanding the Engaging with existing current service service systems delivery ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 71. Building frameworks and strategy for the deliver of new service ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 72. VALUE: SPEED CONVENIENCE AND EASE AT CHECK IN Oliver King | co-founder Engine Upper Class | Economy Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 73. VALUE: THE FIRST 10 METRES & HELP ME, HELP MYSELF Oliver King | co-founder Engine Economy Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 74. THE SERVICE Oliver King | co-founder Engine Economy Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 75. Clear orientation ‘Terminal within a terminal’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 76. Oliver King | co-founder Engine Distributed self serve ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 77. Oliver King | co-founder Engine Staff as active support ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 78. Oliver King | co-founder Engine Repacking area For those who choose not to pay ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 79. Oh…. passengers really liked it Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 80. “Passengers are voting with their feet and switching to us in their droves… with an innovative new approach, which cuts journey time for all | passengers and improves the Oliver King co-founder Engine customer experience, we definitely have a winning formula” Steve Ridgway, Chief Executive of Virgin Atlantic ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 81. VALUE: NO CHECK IN AT ALL! Oliver King | co-founder Engine Upper Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 82. Dedicated drop off Building frameworks Area and service and strategy for the wing of new service deliver ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 83. Kerbside weighing and payment ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 84. Control centre Escorted through check in on route to security ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 85. Control centre check in on route ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 86. Have a total understanding of the service but build a strategy around customer value ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 87. Bring the journey alive And keep it at the Centre of your thinking ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 88. Keep service users and providers involved early and throughout the process ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 89. Keep service users and providers involved early and throughout the process ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 90. Make ideas tangible – try them out and run real people and stakeholders through them ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 91. Make ideas tangible – try them out and run real people and stakeholders through them ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 92. Create ways of maintaining the consistency but allowing continued innovation and evolution ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 93. Create ways of maintaining the consistency but allowing continued innovation and evolution ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 94. Appreciate services have distinct characteristics Value Systems Proposition People Journeys ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 95. Occur over time Involve multiple touch points Can be experienced in different ways by different people Should offer consistency but still evolve Are dynamic and intangible ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  • 96. Designing Services In pursuit of better Have a nice day! james@enginegroup.co.uk ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009