From product to service


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Slides from Hannah Donovan\'s workshop at FOWD\'08 in London

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From product to service

  1. 1. “Service designers will need a shift of attitude—they’ll have to design with rather than for people.” —Robert Young
  2. 2. Redesigning the music economy
  3. 3. Perpetual monetisation model
  4. 4. 20 million users in 240 countries listening to 300 songs per second
  5. 5. Advertisers A mini billboard space beside every song Artists & Labels Get paid every time someone listens You Listen for free
  6. 6. So… why should we be shifting our conscious to service design?
  7. 7. You’re probably already doing it.
  8. 8. We are the service.
  9. 9. “Any activity or benefit that one party can give to another…” — Philip Kotler
  10. 10. “A chain of activities or processes that have value for the end user.” — Dan Saffer
  11. 11. Value
  12. 12. Are you creating something people actually want to use?
  13. 13. People create create value for each other.
  14. 14. Something inherent to the act of designing. Something we’re probably already doing if we are interaction designers. Something that provides value.
  15. 15. For the service we’re designing. For how we design the service.
  16. 16. A service is often produced as it’s consumed.
  17. 17. “Involving people as a way of getting things done” — Sophia Parker
  18. 18. quot;…the transformation of businesses at such a fundamental level require the simultaneous development of both business methods and the technology that supports those methods.quot; — Paul Horn
  19. 19. We are facilitators.
  20. 20. Tools for service design
  21. 21. 1. Touchpoints
  22. 22. Google search results Email Web/print marketing & advertising Application on another site Word of mouth Catalogue page Home page Profile page Player Software Customer service
  23. 23. 2. Process Maps
  24. 24. Finding and listening to Radio (flash) PLACES Catalogue Pages Your Profile Page, other’s profile Dashboard Group pages Homepage pages. ACTIONS Listen to radio on the home page Find and listen to radio on the Listening to your rec radio, Listen to group radio Listening to your rec radio catalogue pages neighbour radio and possibly tag Start listening to the radio by Users can listen to radio Users listen to radio directly from stations. typing in an artist. User can use the Listen to similar artist radio (the (if they find it). their dashboard pop up functionality if they want to most popular radio) by clicking on Users listen to radio directly from surf and listen at the same time. the station links on these pages their profile page and other’s profile pages. PROBLEMS There are few problems with this Could we better show what’s in the Why not make this more How can visitors to your page join in Why can’t we recommend stations to because this radio is started with a station to motivate people to listen Links to group radio off u with what you’re listeningt to? users? user search. We do a good job of this to it? maybe a little bit of extra page so other users can and a poor job of the findability of contextualisation could help the this station without visiti How could users rate radio, and how We should better communicate that stations. anonymous user, which are probably page. do users find good stations that their you can listen to recommendations from friends in your rec radio. the largest number of users access- friends are listening to? What about a Does the radio listener want a ‘home ing this kind of radio on the We could do a much bet thumbs up/thumbs down rating More finabillity of radio stations page’ playeron their profile page? catalogue pages. showing what’s inside th system. Or an add to my fav stations should occour here. radio since group names button (sidebar display?) Link context back to the radio—what always that desriptive. about a “this track is in the following How can we contextualise things tag stations” idea like we do with the Cat pages could include better. Ie -- point out what is in the playlists to contextualise the station “this album / track is in th station (like we do on the dashboard) more? idea. when visiting another user’s page. Show the influence of users in Show which members lis neighbour radio etc. radio most often? Or wh are listening now? On th page? On your groups ta
  25. 25. 3. Blueprints
  26. 26. Share something from a res page Share starting from nothing If shared with specific people (privately) If shared with specific people or If shared with a group* (publicly) “the public” (publicly) Share appears on my shares pg Share appears on the group’s Share appears on my shares pg (Only I see) shares pg Share gets it’s own page (URL) Share gets it’s own page (URL) Share gets it’s own page (URL) and appears ‘ from you’ and appears ‘from the group’ for those specific people only Story becomes a candidate for Story becomes a candidate for the newsfeed the newsfeed * If the group is private then the share is inherently private.
  27. 27. 4. Experience Prototype
  28. 28. 5. Personas
  29. 29. Annie Tina Persona: The scrobbling listener Persona: The resource user “I’m addicted to my charts.” “I like getting info and being able to listen to/watch my favourite bands” Device/internet usage Device/internet usage Computer: Sony Vaio Laptop Computer: Shared home PC, Work PC Mobile: Sony Eriksson Mobile: Sony Eriksson Demographics Demographics Portable: Sony PSP Portable: none Age: 25 Age: 29 Primary device: laptop, mobile Primary device: mobile Job: Web Designer Job: Architect Comfort: Really comfortable Comfort: Fairly comfortable Children: no Children: no Web: 55 hours/week Web: 40 hours/week Income: medium Income: medium Phone: 3 hours/week Phone: 5 hours/week Hobbies: Music, internet, Hobbies: Friends, sports, programs: Email, Firefox, other programs: Email, Firefox, FTP, other friends, gaming, outdoors, music, internet websites: Google, websites: Facebook, Flickr,, YouTube feature use: feature use: Profile page, software, tags, friends, groups, events, subscription features Catalogue pages, homepage Jason Stella Persona: The music lover Persona: The socialite “I want to discover new music and get “I feel totally unconnected without recommendations.” knowing what my friends are doing” Device/internet usage Device/internet usage Computer: PC Laptop Computer: School, boyfriend’s laptop Mobile: Samsung Mobile: Nokia Demographics Demographics Portable: 15G iPod (gen II) Portable: pink iPod mini Age: 35 Age: 19 Primary device: iPod Primary device: mobile phone (text), computer Job: Journalist Education: In univeristy Comfort: only with familiar devices,software Comfort: fairly comfortable, unafriad Children: 1 Children: no Web: 20 hours/week Web: 50 hours/week Income: medium Income: low Phone: 15 hours/week Phone: 5 hours/week Hobbies: collecting vinyl, Hobbies: parties, music, programs: Email, iTunes, Word, IE programs: Email, Word, IE, WMplayer, msn gigs, magazines, reading friends, gigs, blogging websites:, MySpace, websites: MySpace, Facebook, feature use: feature use: Catalogue pages, dashboard, profile page, radio, events, groups, tags, neighbours Profile page, radio (flash), friends, journal, groups, events
  30. 30. 6. Scenarios
  31. 31. How to stay on track…
  32. 32. A person doesn’t scale ;-)
  33. 33. ! ! Musical complexity (chaos) The service ! ! Service model
  34. 34. ! ! Musical complexity (chaos) A service built from multiple cohesive products ! ! Service model
  35. 35. ! ! ! ! Musical complexity (chaos) Musical complexity (chaos) The service now A service built from multiple cohesive products ! ! ! ! Service model Service model
  36. 36. ! ! Musical complexity (chaos) Without guiding principles ! service model ! !
  37. 37. Is it representative of the complexity, ie. based in real life? Is it a real problem? Is there a true need / want for this? (qualitative) Is there data to back this up? (quantitative) Is it clear, honest and transparent? Does it make sense within the service? Are you explaining by showing (not telling)? (along with everything else) Can someone else repeat it in their own words (and retain the meaning)? Are you revealing the complexity gradually (is it easy and simple to start?) Is it fun? Is it obviously alive with people? Does it manage (set or lower) expectations? Does it scale positively (like scrobbling)? Are you using the complexity of the problem as Is it!s complexity limitless? fuel for the answer? Does it reveal the benefits of the model? Sanity check Ask someone else, or a few other people—possibly who aren!t on your team (if it makes sense to do so) so we!re cross pollinating ideas. build, design, sign deal, execute etc. Does it evolve and expand? Does it spread itself? Does it get better with more? Does it do the work itself? Is it easier, simpler and more fun than what existed Is it better before? before (in the real world, on another website etc.)
  38. 38. 1. Solve the customer’s problem completely by insuring that all the goods and services work, and work together. 2. Don’t waste the customer’s time. 3. Provide exactly what the customer wants. 4. Provide what’s wanted exactly where it’s wanted. 5. Provide what’s wanted where it’s wanted exactly when it’s wanted. 6. Continually aggregate solutions to reduce the customer’s time and hassle.
  39. 39. References & Further Reading: “Designing for Interaction” — Dan Saffer “The Journey to the Interface” — Sophia Parker “The New Discipline of Services Science” — Paul Horn tc20050121_8020.htm live|work Studio’s service design wiki: