U-CrAc 2013 - Customer Journey med Ouroboros Canvas

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U-CrAc 2013 - Customer Journey med Ouroboros Canvas

  1. 1. Co-designing business models The Service Ouroboros: CoDesigning Service cycles a tool to support innovation processes Sune Gudiksen
  2. 2. ¥  Tools and games to support innovation ¥  Design of products, services and business models ¥  Workshops again, again and again……
  3. 3. 4 2 1 Sketching/Prototyping time (and space) Ouroboros 3 Customer journeys & Service Blueprints Agenda Task
  4. 4. 1 Ouroboros
  5. 5. Ouroboros? Renewal of life and infinity – Cosmos Continuity, Circularity, Cyclic Whole and Parts Alchemy and Magic Death and Life
  6. 6. 2 Customer journeys & Service Blueprints
  7. 7. Products vs. Services What is the difference? A Service is a series of interactions, clues, cues or touchpoints spanning over time and various spaces.
  8. 8. Service blueprint example
  9. 9. Customer journey example
  10. 10. Customer journey example
  11. 11. S"ckdorn  &  Schneider  2010  
  12. 12. Basic ideas ¥  Services expands over time and space ¥  Services are both intangible and tangible (in oppose to products that are mainly tangible) ¥  Services expands in a circular way and through cycles ¥  Services with a continuity, dynamic flavour ¥  Services related to disruption – creative destruction
  13. 13. The Service Ouroboros
  14. 14. Sketching/prototyping time (and space)3
  15. 15. Prolonged/Returned use Short term / Long term (5 year, 3 year, 1 year) Before-During-After Time - based on relationship
  16. 16. Different Personas/ Customer groups Time - based on frequency Addition & Subtraction
  17. 17. The Senses – Ways of learning Visualisation (Eyes in play) Drawing (Hands in play)
  18. 18. The Senses – Ways of learning Building (Hands in play) Bodystorming (Body in play)
  19. 19. Games: Rules & Procedures Brain ’throwing’ touchpoints Forced relationship Narratives
  20. 20. Reframing layers ¥  Dramatic structure Anslag – Opbygning – Klimaks - Outro ¥  Type of language Oral – Written – Visual – Bodily - Hand ¥  Type of interaction’ Social – (Traditional) technology – Digital technology ¥  Degree of user inputs Producer – Co-Created - Community
  21. 21. Task4
  22. 22. ¥  To reach mutual understanding between you as a group and between the case owner and you ¥  To jointly explore future possibilities and create early sketches of ‘services’ and/or ‘service parts’ The Object of monday The Object of today & tomorrow ¥  To plan the process in the Service Ouroboros for monday
  23. 23. Process example 1 – Returned use touchpoints Making tangible personas (based on video clips) Prolonged/Returned use Selecting touchpoints for further development Storyboarding a touchpoint Reframing: The layer of user inputs
  24. 24. Process example 2 – Existing company towards new direction 1, 3, 5 year situation Brain throwing touchpoint (combined with inspiration cards) Randomize the layer Bodystorming (act it) Reframing: The layer of ’language’
  25. 25. Process example 3 – Too many touchpoints Addition & Subtraction Sketching the actions in the touchpoints Building in Lego a specific touchpoint Bodystorming (act it) Reframing: Applying a dramatic structure
  26. 26. Do you have any questions? Questions, s’il vous plaît

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