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Workshop 2/ Stefan Moritz

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Experience Service Design Kuopio

Experience Service Design Kuopio

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  • 1. SERVICE DESIGN WORKSHOP Design Academy of Kuopio, Finland 07.-09.09 2009
  • 2. TWO PARALLEL PROJECTS LEARNING ABOUT SERVICE DESIGN TRIAL PROJECT SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
  • 3. MONDAY EVENING SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
  • 4. BR IN IEF IN TR OD G UC IN G 09 A MONDAY :4 0- DE 11 BR :0 0 IEF IN US G ER PA IN RT SI IC GH IPA T C TIN G TUESDAY AP TU S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9 RI FO NG CU SI NG ID EA GR OW IN CALL TO ACTION! Workshop journey G PR IO RI TI SI NG PR OT OT YP IN G SE NS UA 10 L IS m IN G WEDNESDAY in s @ 3p m PR ES EN TI NG B
  • 5. Introducing – Character Profiles S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 6. Briefing S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 7. New service concept connected with well-being & leisure • Savonia sustain and develop further the service • Customer Savonia university concept – Marketing & communications – Will give presentation on Savonia uni: about communication • Concept will also market Savonia’s multi-disciplinery strategy and marketing on the 8th of September R&D work • Community values in teaching and learning activities • End users are high school and vocational school students • Service application, channel, concept could be game, - This group will be participated in service development during sms, web, virtual (second life), spatial > based on the workshop on the 8th of September, Kallavesi high school students user’s needs and desires - Students needs, expectations, desires will work as source for desining service concepts • Evaluation of the service concepts ! - Savonia’s marketing unit will give feedback on the concepts ! | www.savonia.fi |
  • 8. INFORMTION ON SAVONIA: • Increaced awareness about Savonia’s values, ideology and multi-disciplinary approach to future students with young peoples language • Di!erent study areas and options • Studing methods: learning in company projects, virtual study environment, practice based learning, lectures • Leisure and free time options • Tutors help during studies | www.savonia.fi |
  • 9. What we would like to find out a about the users • Virtual competence • Language they use • Preferred information channel • Needs, dreams, wishes, hopes End result • Service application, channel, concept could be game, sms, web, virtual (second life), spatial > based on user’s needs and desires • This can relate to existing capus plan ”The Route of Knowledge” | www.savonia.fi |
  • 10. • The Route of Knowledge • Di!erent activities | www.savonia.fi |
  • 11. BACKGROUND • Learning by doing • Short time • User participation • Real life exercise • Output will be used S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 12. CHALLENGE • Our client in this exercise is Savonia University • They are asking us as a team for a new way of looking at the way they market the university • The key business challenge is that the number of applicants is predicted to decline in coming years • So our focus is the present and the future on our doorstep • The aim is to attract students to Savonia Our task is to identify Service Design concept(s) by which Savonia can • Stand out and package a distinct education offering • Deliver services that help students find the right choice • Be relevant and inspiring as they engage with prospect students S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 13. APPROACH • Focus on consideration & evaluation phases in decision journey • User participation • Journey mapping • Insight filtering • Focus / strategy • Ideation & concept development • Clustering & prioritisation • Prototyping & making ideas tangible • Vision based presentation S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 14. Debriefing S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 15. Meet the users S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 16. The Customer The New The Brand S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 17. Customer journey 1 3 1 Consideration INTERACTION 2 Evaluation DECISION INTER LOYALTY DECISION ACTION 3 Experience INTERACTION t Drop ou 4 Satisfaction 4 2 LOYALTY :-( S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 18. FIVE THINGS YOU DIDN’T SEE S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 19. Design User User User User Co-design Crowd sourcing? Centred Imagined Represented Experienced Centred OBSERVATI ON PARTICIPAT ION ROLE IMMER SION S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 20. WHAT DO WE NEED TO KNOW? S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 21. WHAT WE NEED TO KNOW • Scope of the decision • Influence, information, interests • Needs, motivations & inconveniences • Life, free time, family, friends, ‘well-being’ • Future, dreams, ambitions, planet, ‘good life’ S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 22. HOW DO WE GET IT? S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 23. New combination of existing methods. S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9 http://flickr.com/photos/nanasupergirl/2302540236/sizes/l/
  • 24. The power of the human aspect. S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 25. Extended customer journey map S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 26. Service ecology map S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 27. Which image would you pick? Which of these images describes best what you want your life to be about in the future? S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 28. Draw a university How would you sketch the most important elements that make up a university? S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 29. Talk me through What is the difference between deciding which trainers to buy or which university to choose? S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 30. Help an alien What tips would you give somebody that is new to all this? Where to get information? Who to talk to? How do you figure out the best choices? S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 31. Inconvenience analysis S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 32. 5 x Why? Do dig deeper and get under the skin of comments – ask ‘Why?’ five times in a row. S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 33. HOW DO WE GET IT? S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 34. What do we need to bring back? • Information • Observations • Interesting facts • Hypothesis what is behind them • Each group to present their ‘golden nuggets’ • Together we’ll discuss the insights and relevance to the brief S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 35. TUESDAY MORNING SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
  • 36. BR IN IEF IN TR OD G UC IN G 09 A MONDAY :4 0- DE 11 BR :0 0 IEF IN US G ER PA IN RT SI IC GH IPA T C TIN G TUESDAY AP TU S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9 RI FO NG CU SI NG ID EA GR OW IN CALL TO ACTION! Workshop journey G PR IO RI TI SI NG PR OT OT YP IN G SE NS UA 10 L IS m IN G WEDNESDAY in s @ 3p m PR ES EN TI NG B
  • 37. CLIENT Q&A S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 38. User-orientated marketing campaign for high school and vocational school students SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Client: Savonia University of Applied Sciences Business challenge: the number of applicants is predicted to decline in coming years The aim: attract students to Savonia Task: Identify Service Design concepts that make Savonia University stand out and package a distinct education offering . Deliver services that help students find the right choice. Be relevant and inspiring as they engage with prospect students New service concept connected with well-being & leisure to recruit future students
  • 39. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Discussing marketing visions and visiting Kallavesi High School Zooming into the user`s world Scope of the decision, influence, information,  interests, needs, motivations &  inconveniences, life, free time, family, friends,  ‘well‐being’, future, dreams, ambitions, planet,  ‘good life’
  • 40. (EXTENDED) WHICH IMAGE SERVICE DRAW A CUSTOMER WOULD YOU ECOLOGY MAP UNIVERSITY JOURNEY PICK? TALK ME INCONVENIENCE HELP AN ALIEN 5 x WHY? THROUGH ANALYSIS S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 41. S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 42. Methods SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009  Extended customer journey: How the customer perceives and experiences the service interface along a time axis. Considers also the time before and after the service.  Service ecology map: Holistic visualization of the service. Factors: politics, the economy, employees, law, societal trends, technological development  Which image would you pick? Which of these images describes best what you want your life to be about in the future?  Draw a university: How would you sketch the most important elements that make up a university?  Talk me through: What is the difference between deciding which trainers to buy or which university to choose?  Help an alien? What tips would you give somebody that is new to all this? Where to get information? Who to talk to? How do you figure out the best choices? Inconvenience analysis:  5 x Why? Do dig deeper and get under the skin of comments – ask ‘Why?’ five times in a row.
  • 43. What do we need to bring back? • Information • Observations • Interesting facts • Hypothesis what is behind them • Each group to present their ‘golden nuggets’ • Together we’ll discuss the insights and relevance to the brief S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 44. HOW IS IT GOING TO WORK? • 30 high school students • 1 hour 20 minutes • 3 groups • 5 of us and 10 of them • 2 or 3 methods to try • Take turns – ask, observe and write down • Ensure you capture everything S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 45. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 5 x Why? + Help an alien  Scope of the decision, influence,   information, interests, needs,  Customer journey + Service ecology map  motivations & inconveniences, life,  Draw a picture + Pick a picture free time, family, friends, ‘well‐ being’, future, dreams, ambitions,  planet, ‘good life’
  • 46. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009   Scope of the decision, influence,  Talk me through Interview  Draw information, interests, needs,  motivations & inconveniences, life,   Themes :work, studies, family  free time, family, friends, ‘well‐ Pick 3 pictures being’, future, dreams, ambitions,   Why those are important in your life? planet, ‘good life’
  • 47.  Customer journey Scope of the decision, influence,   Touch points  information, interests, needs,  Draw a university  Imaging what is in your university motivations & inconveniences, life,  Post card from university  free time, family, friends, ‘well‐ Google research word  being’, future, dreams, ambitions,  Alien   planet, ‘good life’ Tell about your university to an alien
  • 48. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009  Pick a picture Scope of the decision, influence,  Which describes the best your future and current life?   information, interests, needs,  Doesn't describe me at all Discussion about choices  motivations & inconveniences, life,  Why x 5 Help an alien   free time, family, friends, ‘well‐ How do you choose an university? being’, future, dreams, ambitions,   What do you want to show in your city? What kind of skills they need in planet, ‘good life’  our world?
  • 49. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Scope of the decision, influence,  information, interests, needs,  motivations & inconveniences, life,  free time, family, friends, ‘well‐ being’, future, dreams, ambitions,  planet, ‘good life’
  • 50. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Scope of the decision, influence,  information, interests, needs,  Observation in motivations & inconveniences, life,  high school free time, family, friends, ‘well‐ being’, future, dreams, ambitions,  planet, ‘good life’
  • 51. TUESDAY AFTERNOON SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
  • 52. Interactive wall map S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 53. S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 54. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009  Exercises  Draw your neighbour  Draw as many objects as you can in a minute  20 ideas
  • 55. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Analyzing the results
  • 56. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Brainstorm
  • 57. TUESDAY EVENING SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
  • 58. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Grouping ideas
  • 59. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009 Concept design
  • 60. WEDNESDAY MORNING SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
  • 61. SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009  User profiles based on observation  Mapping new ideas  List of main findings & insights
  • 62. FINAL PRESENTATION SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009
  • 63.  Presentation  Designing a presentation  Final presentation
  • 64. Experience Service Design WORKSHOP TWO SERV I CE D ES IGN WORKSH OP, KUOP IO, 07– 09.09.2009
  • 65. TERVE! S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 66. BR IN IEF IN TR OD G UC IN G 09 A MONDAY :4 0- DE 11 BR :0 0 IEF IN US G ER PA IN RT SI IC GH IPA T C TIN G TUESDAY AP TU S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9 RI FO NG CU SI NG ID EA GR OW IN CALL TO ACTION! Workshop journey G PR IO RI TI SI NG PR OT OT YP IN G SE NS UA 10 L IS m IN G WEDNESDAY in s @ 3p m PR ES EN TI NG B
  • 67. User-orientated marketing campaign for high school and vocational school students PROBLEM New service concept connected with well-being & leisure to recruit future students
  • 68. 2) 1) KEY BUSINESS CHALLENGE IS NEW WAY OF LOOKING THE DECLINING NUMBER OF AT THE PROBLEM APPLICANTS PROBLEM 3) THE AIM IS TO ATTRACT 4) STUDENTS TO SAVONIA FOCUS IS ON THE PRESENT AND UNIVERSITY THE FUTURE ON OUR DOORSTEP S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 69. METHODOLOGY
  • 70. (EXTENDED) WHICH IMAGE SERVICE DRAW A CUSTOMER WOULD YOU ECOLOGY MAP UNIVERSITY JOURNEY PICK? TALK ME INCONVENIENCE HELP AN ALIEN 5 x WHY? THROUGH ANALYSIS
  • 71. SAVONIA IS NOT KNOWN AMONGST HIGH SCHOOL STUDENTS SEARCH IS USED VERY SPECIFIC BUT NOT SYSTEMATICALLY INCOMPLETE IDEA OF HIGHER EDUCATION - FOCUS ON SMALL PROBLEMS BEFORE AND LIFE AFTER FINDINGS SOCIAL MEDIA IS NOT RELEVANT FOR FINDING INFORMATION PROBLEM INFORMATION NEEDED AT THE RIGHT LEVEL AT THE RELEVANT TIME LACK OF DIRECTION TRADITIONAL IDEAS - FAMILY, HOUSE, PROPER JOB SUPPORT IN SELF-KNOWLEDGE / FIGURING OUT THE FUTURE NEEDED NEED FOR SECURITY / GUIDANCE S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 72. “HOTEL SAVONIA” INSIGHTS SOCIAL MEDIA = TRADITIONAL FUTURE FINDINGS ENTERTAINMENT PROBLEM LIFE- / CAREER- LEVEL IS CLEAR - COUNSELLING NEEDED DIRECTION UNKNOWN CLEAR CAMPS TO EITHER STAY OR LEAVE
  • 73. “HOTEL SAVONIA” EMPOWER INSIGHTS SOCIAL MEDIA = TRADITIONAL FUTURE FINDINGS ENTERTAINMENT INSPIRE PROBLEM LIFE- / CAREER- LEVEL IS CLEAR - COUNSELLING NEEDED DIRECTION UNKNOWN GUIDE CLEAR CAMPS TO EITHER STAY OR LEAVE
  • 74. Use international Initiate/maintain networks for student student exchanges Open UAS offered IDEAS reqcruitment Large info screens on targeted for market square (promote prospective students events) Projects with Workshops conducted EMPOWER INSIGHTS in other countries international groups: churrch, Prospective student info package, personalized Freebies: free laptop, smart phone, free mp3 FINDINGS download High School project or Partnership INSPIRE evening course offered programme with by Savonia school counselors Free time activities PROBLEM e.g. floorball tournament for 48h Savonia Chanllenge competition Be a Savonia student for a day Cross-branding Alumni Hall of with companies Fame Youtube after projects Channel Santa Claus Alumni Event Survival guide wish list Webinar, mobile phone guide blogging application GUIDE Find your Facebook Quiz competencies Savonia involved GAME in school’s parents SMS Quiz evenning
  • 75. Use international Initiate/maintain networks for student student exchanges Open UAS offered IDEAS reqcruitment Large info screens on targeted for market square (promote prospective students events) USER JOURNEY EMPOWER Workshops conducted in other countries Projects with international groups: INSIGHTS churrch, Prospective student info package, personalized Freebies: free laptop, smart phone, free mp3 FINDINGS download High School project or Partnership INSPIRE evening course offered programme with by Savonia school counselors JOIN PROBLEM Free time activities SAVONIA! e.g. floorball tournament for 48h Savonia Chanllenge competition Be a Savonia student for a day Cross-branding Alumni Hall of with companies Fame Youtube after projects Channel Santa Claus Alumni Event Survival guide wish list Webinar, mobile phone guide blogging application GUIDE Find your Facebook Quiz competencies Savonia involved GAME in school’s parents SMS Quiz evenning
  • 76. ANNA EERO KATRI WATIBINI JENNI S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 77. IDEAS OPEN LIFE LINE CHALLENGE EMPOWER INSIGHTS FINDINGS INSPIRE PROBLEM SKILL GUIDE PACK ALUMNI SYSTEM GUIDE
  • 78. SOMETHING TO THINK ABOUT • The brand development • Tighter liasions with high school staff, eg. Info tools • Co-operation with local stake-holders • Further research on different stegeholders • Problem: no flexibility in studies between Savonia units or degree programmes • Problem in funding: degree programmes get funded by number of students snd credits -> students can not change their degree programme easily • How students could co-operate with different stakeholders and advance their studies at the same time S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 79. Possible research areas • High school students High school teachers and career advisors • To understand the decisionmaking eg. • Their processes • Using discussion boards • How Savonia can help teachers and career advisors at their work? • Google search analysis • How to combine education? Eg Savonia • Value and future expectations students going to visit classes • Region: staying or leaving • Interesting education subjects Savonia’s current student • Marketing channels • *First year students • Students leaving Savonia • Exchange students in Savonia S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
  • 80. KIITOS! S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9