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

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

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

  • Hug the future Stefan Moritz — Design Management Forum — Cologne 2008
  • Stefan Moritz — Design Management Forum — Cologne 2008
  • “The future is already here – it’s just unevenly distributed.” William Gibson Stefan Moritz — Design Management Forum — Cologne 2008
  • IMAGINE THE FUTURE Stefan Moritz — Design Management Forum — Cologne 2008 CC – all images from Farfar Academy 2008 – farfaracademy.com
  • Paradigm shift Accelerating Automati- A new Asia Abundance Change sation generation Stefan Moritz — Design Management Forum — Cologne 2008 Based on Daniel Pink
  • Drivers and enablers Transparency Networks Access Alternatives Expectations Ebay Tripadvisor Google Threadless Amazon Stefan Moritz — Design Management Forum — Cologne 2008
  • “Without change there would be no need for design.” Jenny Winhall Stefan Moritz — Design Management Forum — Cologne 2008
  • Preaching to the converted (C) Richard Flynn richardflynn.net Stefan Moritz — Design Management Forum — Cologne 2008
  • Service Design Stefan Moritz — Design Management Forum — Cologne 2008
  • What is your favourite service? Stefan Moritz — Design Management Forum — Cologne 2008 CC Flickr.com LoopZilla
  • Stefan Moritz — Design Management Forum — Cologne 2008
  • Offering Return on BUSINESS HUMAN Return on VALUE Interest Investment GOALS GOALS Delivery Stefan Moritz — Design Management Forum — Cologne 2008
  • “The great gift of human beings is that we have the power of empathy.” Anon Stefan Moritz — Design Management Forum — Cologne 2008
  • DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  • DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  • PRODUCT BRAND SERVICE EXPERIENCE ? Stefan Moritz — Design Management Forum — Cologne 2008
  • ? EXPERIENCE SERVICE BRANDING PACKAGING FEATURES BENEFITS COMMODITIES Stefan Moritz — Design Management Forum — Cologne 2008
  • 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
  • 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
  • What is the customer experience? Stefan Moritz — Design Management Forum — Cologne 2008
  • “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
  • Mostly we notice when things are not working Stefan Moritz — Design Management Forum — Cologne 2008
  • “You can’t experience an experience until you experience it.” Bill Mogridge, IDEO Stefan Moritz — Design Management Forum — Cologne 2008
  • Bending the rules of time and space Stefan Moritz — Design Management Forum — Cologne 2008 CC Lynette Webb
  • DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  • The people formerly known as consumers Stefan Moritz — Design Management Forum — Cologne 2008 CC Lynette Webb
  • 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
  • Customer life cycle Stefan Moritz — Design Management Forum — Cologne 2008
  • “Your most unhappy customers are your greatest source of learning.” Bill Gates Stefan Moritz — Design Management Forum — Cologne 2008
  • The hospital story Stefan Moritz — Design Management Forum — Cologne 2008
  • “Open your mind and people will show you what’s on their minds.” Sam Harrison, Ideaspotting Stefan Moritz — Design Management Forum — Cologne 2008
  • Customer participation Stefan Moritz — Design Management Forum — Cologne 2008
  • Stefan Moritz — Design Management Forum — Cologne 2008
  • Stefan Moritz — Design Management Forum — Cologne 2008
  • 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
  • DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  • Can experiences be designed? Stefan Moritz — Design Management Forum — Cologne 2008
  • Authenticity Stefan Moritz — Design Management Forum — Cologne 2008
  • Stefan Moritz — Design Management Forum — Cologne 2008 Zeus Johnes
  • New MIX: Marketing, Innovation & Customer EXperience Stefan Moritz — Design Management Forum — Cologne 2008
  • The ultimate value practice of post-modern culture.
  • “Everyone is a designer now.” JOHN THACKARA, IN THE BUBBLE Stefan Moritz — Design Management Forum — Cologne 2008
  • BRAND CUSTOMER NEW Stefan Moritz — Design Management Forum — Cologne 2008
  • 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
  • Stefan Moritz — Design Management Forum — Cologne 2008
  • Orchestrating collaboration Stefan Moritz — Design Management Forum — Cologne 2008
  • Extended customer journey Stefan Moritz — Design Management Forum — Cologne 2008
  • Visioning Stefan Moritz — Design Management Forum — Cologne 2008 (C) Wired Magazine
  • Ethnography Stefan Moritz — Design Management Forum — Cologne 2008 (C) IDEO
  • Inconvenience analysis Stefan Moritz — Design Management Forum — Cologne 2008
  • Prototyping Stefan Moritz — Design Management Forum — Cologne 2008
  • “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
  • DESIGN the CUSTOMER EXPERIENCE MANAGE Stefan Moritz — Design Management Forum — Cologne 2008
  • Stefan Moritz — Design Management Forum — Cologne 2008
  • From materialism to experialism Stefan Moritz — Design Management Forum — Cologne 2008
  • What if everything could be customised truly individually? Stefan Moritz — Design Management Forum — Cologne 2008
  • “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
  • What is the value of great customer experience? Stefan Moritz — Design Management Forum — Cologne 2008
  • Value Entertainment Kudos Utility Stefan Moritz — Design Management Forum — Cologne 2008
  • The business model we need to understand better: Stefan Moritz — Design Management Forum — Cologne 2008 http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/
  • TIME RISK CASH Stefan Moritz — Design Management Forum — Cologne 2008
  • People will pay the equivalent of whatever amount generates an incremental number of units of personal satisfaction. Stefan Moritz — Design Management Forum — Cologne 2008
  • Hug the future Stefan Moritz — Design Management Forum — Cologne 2008
  • Improving life. Stefan Moritz — Design Management Forum — Cologne 2008
  • “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
  • Care. Stefan Moritz — Design Management Forum — Cologne 2008
  • 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
  • “Imagination is more important than knowledge.” Albert Einstein Stefan Moritz — Design Management Forum — Cologne 2008
  • A little service for you Stefan Moritz — Design Management Forum — Cologne 2008
  • Thank you! Stefan Moritz — Design Management Forum — Cologne 2008