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U-CrAc 2013 - Customer Journey med Ouroboros Canvas

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  • 1. Co-designing business models The Service Ouroboros: CoDesigning Service cycles a tool to support innovation processes Sune Gudiksen
  • 2. ¥  Tools and games to support innovation ¥  Design of products, services and business models ¥  Workshops again, again and again……
  • 3. 4 2 1 Sketching/Prototyping time (and space) Ouroboros 3 Customer journeys & Service Blueprints Agenda Task
  • 4. 1 Ouroboros
  • 5. Ouroboros? Renewal of life and infinity – Cosmos Continuity, Circularity, Cyclic Whole and Parts Alchemy and Magic Death and Life
  • 6. 2 Customer journeys & Service Blueprints
  • 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. Service blueprint example
  • 9. Customer journey example
  • 10. Customer journey example
  • 11. S"ckdorn  &  Schneider  2010  
  • 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. The Service Ouroboros
  • 14. Sketching/prototyping time (and space)3
  • 15. Prolonged/Returned use Short term / Long term (5 year, 3 year, 1 year) Before-During-After Time - based on relationship
  • 16. Different Personas/ Customer groups Time - based on frequency Addition & Subtraction
  • 17. The Senses – Ways of learning Visualisation (Eyes in play) Drawing (Hands in play)
  • 18. The Senses – Ways of learning Building (Hands in play) Bodystorming (Body in play)
  • 19. Games: Rules & Procedures Brain ’throwing’ touchpoints Forced relationship Narratives
  • 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. Task4
  • 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. 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. 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. 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. Do you have any questions? Questions, s’il vous plaît