Design Management Forum keynote — Hug The Future – Service & Experience Design Management

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Presentation at http://design-management-forum.de/ in Cologne. Design Management of Customer Experience

Design Management Forum keynote — Hug The Future – Service & Experience Design Management

  1. 1. Hug the future Stefan Moritz — Design Management Forum — Cologne 2008
  2. 2. Stefan Moritz — Design Management Forum — Cologne 2008
  3. 3. “The future is already here – it’s just unevenly distributed.” William Gibson Stefan Moritz — Design Management Forum — Cologne 2008
  4. 4. IMAGINE THE FUTURE Stefan Moritz — Design Management Forum — Cologne 2008 CC – all images from Farfar Academy 2008 – farfaracademy.com
  5. 5. Paradigm shift Accelerating Automati- A new Asia Abundance Change sation generation Stefan Moritz — Design Management Forum — Cologne 2008 Based on Daniel Pink
  6. 6. Drivers and enablers Transparency Networks Access Alternatives Expectations Ebay Tripadvisor Google Threadless Amazon Stefan Moritz — Design Management Forum — Cologne 2008
  7. 7. “Without change there would be no need for design.” Jenny Winhall Stefan Moritz — Design Management Forum — Cologne 2008
  8. 8. Preaching to the converted (C) Richard Flynn richardflynn.net Stefan Moritz — Design Management Forum — Cologne 2008
  9. 9. Service Design Stefan Moritz — Design Management Forum — Cologne 2008
  10. 10. What is your favourite service? Stefan Moritz — Design Management Forum — Cologne 2008 CC Flickr.com LoopZilla
  11. 11. Stefan Moritz — Design Management Forum — Cologne 2008
  12. 12. Offering Return on BUSINESS HUMAN Return on VALUE Interest Investment GOALS GOALS Delivery Stefan Moritz — Design Management Forum — Cologne 2008
  13. 13. “The great gift of human beings is that we have the power of empathy.” Anon Stefan Moritz — Design Management Forum — Cologne 2008
  14. 14. DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  15. 15. DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  16. 16. PRODUCT BRAND SERVICE EXPERIENCE ? Stefan Moritz — Design Management Forum — Cologne 2008
  17. 17. ? EXPERIENCE SERVICE BRANDING PACKAGING FEATURES BENEFITS COMMODITIES Stefan Moritz — Design Management Forum — Cologne 2008
  18. 18. SERVICES / EXPERIENCES PRODUCTS Produced Performed Material Immaterial Tangible Intangible Can be stored Can’t be stored Usually without client Interaction with client Consumption after production Consumption = production Defects in manufacturing Mistakes in behaviour Stefan Moritz — Design Management Forum — Cologne 2008
  19. 19. Services / experiences ... 1. Are not tangible 2. Are not separable from consumption 3. Cannot be stored 4. Cannot be owned 5. Are complex 6. Quality is difficult to measure Stefan Moritz — Design Management Forum — Cologne 2008
  20. 20. What is the customer experience? Stefan Moritz — Design Management Forum — Cologne 2008
  21. 21. “80% of companies believe they deliver a superior customer experience, but only 8% of their customers agree.” Bain & Company Stefan Moritz — Design Management Forum — Cologne 2008
  22. 22. Mostly we notice when things are not working Stefan Moritz — Design Management Forum — Cologne 2008
  23. 23. “You can’t experience an experience until you experience it.” Bill Mogridge, IDEO Stefan Moritz — Design Management Forum — Cologne 2008
  24. 24. Bending the rules of time and space Stefan Moritz — Design Management Forum — Cologne 2008 CC Lynette Webb
  25. 25. DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  26. 26. The people formerly known as consumers Stefan Moritz — Design Management Forum — Cologne 2008 CC Lynette Webb
  27. 27. New... •ways to find out the truth •ways to join forces •ways to make a difference •ways to seek advise Stefan Moritz — Design Management Forum — Cologne 2008
  28. 28. Customer life cycle Stefan Moritz — Design Management Forum — Cologne 2008
  29. 29. “Your most unhappy customers are your greatest source of learning.” Bill Gates Stefan Moritz — Design Management Forum — Cologne 2008
  30. 30. The hospital story Stefan Moritz — Design Management Forum — Cologne 2008
  31. 31. “Open your mind and people will show you what’s on their minds.” Sam Harrison, Ideaspotting Stefan Moritz — Design Management Forum — Cologne 2008
  32. 32. Customer participation Stefan Moritz — Design Management Forum — Cologne 2008
  33. 33. Stefan Moritz — Design Management Forum — Cologne 2008
  34. 34. Stefan Moritz — Design Management Forum — Cologne 2008
  35. 35. SomeRightsReserved is a marketplace selling digital blueprints to a range of different products and objects. We connect designer straight to consumer, empowering all parties. Stefan Moritz — Design Management Forum — Cologne 2008
  36. 36. DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  37. 37. Can experiences be designed? Stefan Moritz — Design Management Forum — Cologne 2008
  38. 38. Authenticity Stefan Moritz — Design Management Forum — Cologne 2008
  39. 39. Stefan Moritz — Design Management Forum — Cologne 2008 Zeus Johnes
  40. 40. New MIX: Marketing, Innovation & Customer EXperience Stefan Moritz — Design Management Forum — Cologne 2008
  41. 41. The ultimate value practice of post-modern culture.
  42. 42. “Everyone is a designer now.” JOHN THACKARA, IN THE BUBBLE Stefan Moritz — Design Management Forum — Cologne 2008
  43. 43. BRAND CUSTOMER NEW Stefan Moritz — Design Management Forum — Cologne 2008
  44. 44. n g io g in in ct rn s nd ire t lea ep a t n d es st nc pe ic d er eb an co g ap nd te th th ut ng tra gu g go pi gi in gs lin lo in n ct vin ve di ab ak le Fin De En Se Gi M SD SD SD SD SD SD Understanding Thinking Generating Filtering Explaining Realising Stefan Moritz — Design Management Forum — Cologne 2008
  45. 45. Stefan Moritz — Design Management Forum — Cologne 2008
  46. 46. Orchestrating collaboration Stefan Moritz — Design Management Forum — Cologne 2008
  47. 47. Extended customer journey Stefan Moritz — Design Management Forum — Cologne 2008
  48. 48. Visioning Stefan Moritz — Design Management Forum — Cologne 2008 (C) Wired Magazine
  49. 49. Ethnography Stefan Moritz — Design Management Forum — Cologne 2008 (C) IDEO
  50. 50. Inconvenience analysis Stefan Moritz — Design Management Forum — Cologne 2008
  51. 51. Prototyping Stefan Moritz — Design Management Forum — Cologne 2008
  52. 52. “Any competent designer can come up with a good solution. The challenge is how to get that solution out into the world. And that is primarily an organisational problem.” Peter Mehrholz, AdaptivePath Stefan Moritz — Design Management Forum — Cologne 2008
  53. 53. DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  54. 54. Stefan Moritz — Design Management Forum — Cologne 2008
  55. 55. From materialism to experialism Stefan Moritz — Design Management Forum — Cologne 2008
  56. 56. What if everything could be customised truly individually? Stefan Moritz — Design Management Forum — Cologne 2008
  57. 57. “If I asked my customers what they wanted they would have asked for a faster horse.” Henry Ford Stefan Moritz — Design Management Forum — Cologne 2008
  58. 58. What is the value of great customer experience? Stefan Moritz — Design Management Forum — Cologne 2008
  59. 59. Value Entertainment Kudos Utility Stefan Moritz — Design Management Forum — Cologne 2008
  60. 60. The business model we need to understand better: Stefan Moritz — Design Management Forum — Cologne 2008 http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/
  61. 61. TIME RISK CASH Stefan Moritz — Design Management Forum — Cologne 2008
  62. 62. People will pay the equivalent of whatever amount generates an incremental number of units of personal satisfaction. Stefan Moritz — Design Management Forum — Cologne 2008
  63. 63. Hug the future Stefan Moritz — Design Management Forum — Cologne 2008
  64. 64. Improving life. Stefan Moritz — Design Management Forum — Cologne 2008
  65. 65. “People don’t really care how much you know until they know how much you care.” Mike McNight Stefan Moritz — Design Management Forum — Cologne 2008
  66. 66. Care. Stefan Moritz — Design Management Forum — Cologne 2008
  67. 67. Summary PAY attention to what customers want (they might not even know it) Fulfil needs in context and on-demand Find new ways to manage and design We need to understand new forms of organisation, management and cu Go beyond the expected and create ways to add new levels of mutual value Stefan Moritz — Design Management Forum — Cologne 2008
  68. 68. “Imagination is more important than knowledge.” Albert Einstein Stefan Moritz — Design Management Forum — Cologne 2008
  69. 69. A little service for you Stefan Moritz — Design Management Forum — Cologne 2008
  70. 70. Thank you! Stefan Moritz — Design Management Forum — Cologne 2008

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