Service Design
Achievements and Perspectives

Knock & Wait

Study of the Design Council UK 2005
41 % of all producing companies are regarding design as an integral
component of their companies
Design oriented companies are 200% more successful in the stock market
Productparadigm

• Design takes a user perspective, it is user-centric
• Design holistic
• Design is interdisciplinary
• Design has flat hierachies
• Design is creative and co-creating
• Design is visual, stimulates and motivates
Designthinking makes the difference

Study of the Design Council UK 2005
41 % of all producing companies are regarding design as an integral
component of their companies
Design oriented companies are 200% more successful in the stock market
Only 6% of service companies see any role at all for design
Productparadigm

• From Products and Technologies towards Solutions
• From the Prestige of Owning towards the Pleasure of Using
• From Selling Stuff to Building Relationsships
Paradigmchange

Apply designthinking and design methodology to immaterial products
in order to create services that are
useful
usable
desirable
efficient
effective
different
Service Design

A first project

Customer Insight

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Service Design

4 - Im
c tion ple
efle m
-R
en
3
ta tion
Creation
2-
1 - Exploration

Discovery
PERSONA
CREAT
ION

P
ersonas

P
ersonas

P
ersonas

Discovery
TOUCHP
OINTS

CUSTOM
ERJOUR
NEY

Discovery
CUSTOM
ERJOUR
NEY

Discovery
CUSTOM
ERJOUR
NEY

Discovery
CUSTOM
ERJOUR
NEY

Discovery
CUSTOM
ERJOUR
NEY

Discovery
OBSERVA
TIONALS
TUDIES

Discovery
CONTEX
TUALIN
TERVIEW

Discovery
WORKA
LONG

P
regnancy

Discovery
SELFEXP
LORAT
ION

Baby Bodies

Audio Diaries

Camera Journey

Daddy Diary

Online Questionnaire

Family Game

Discovery
COMPANI
ONSHIP

4 - Im
c tion ple
efle m
-R
en
3
ta tion
Creation
2-
1 - Exploration

Creation
COCREA
TION

Creation
COCREA
TION

Creation
STORYBO
ARDING

Creation
SERVICEA
CTING

Tex
Next Generation
shopping experience

Creation
PROTOT
YPING

Service Design Research

service Design and Behavioral Change

Service Design - stakeholder map
clients
pimps
Citizens
industry
Tippelzone
caretakers
politicians/
City of
Eindhoven
the women
System perspective

Deep understanding of motives

Creation
Long term perspective

Levenskracht - basic support
basic support
Rewarding that gives a perspective
Perceivable evidence for change and
credit-system helps building up a financial background
success

basic support
»Everyday I have to ask someone
for a place to sleep«
Social Network

Levenskracht - extended support