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Products to services – transformation of the world markets orientation – institute of design warsaw
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Products to services – transformation of the world markets orientation – institute of design warsaw

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  • 1. From product to serviceTransformation of the world Stefan Moritz – Warsaw 2011market’s orientation
  • 2. Significant paradigm shift 2 Stefan Moritz – Warsaw 2011From the industrial society To the networked society
  • 3. Outoptimised 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Supply Organisational ChainEconomic Psychology ManagementTheory 3 Organisational Change Management Management Taylorism Business Process Total Reengineering Quality Quality Stefan Moritz – Warsaw 2011 Management Management (Japan) (USA) Activity- Based Costing Source: Adaptive Path
  • 4. Value for the organisation Commodity Product Service Value for customers ExperienceStefan Moritz – Warsaw 2011
  • 5. Shift 01 Things Experiences 5Stefan Moritz – Warsaw 2011
  • 6. Shift 02 Owning Using 6Stefan Moritz – Warsaw 2011
  • 7. Shift 03 7 Inside out Outside in Stefan Moritz – Warsaw 2011
  • 8. Transformation of the economy Service Dominant Logic 8 Product Culture Remainder Stefan Moritz – Warsaw 2011
  • 9. 10 Careers that didn’t exist 10 years ago1. Bloggers 6. Senior move management2. Community managers 7. Social media strategists 93. Green funeral directors 8. User experience analyst4. Interior redesigners 9. Video journalists Stefan Moritz – Warsaw 20115. Patient advocates 10. Virtual business service providers http://msn.careerbuilder.com
  • 10. Transformation of the economy Poland’s GDP 10 agriculture 32% industry services Stefan Moritz – Warsaw 2011 64% Source: www.cia.gov 2010
  • 11. IBM 10% products 11 90% products 90% services Stefan Moritz – Warsaw 2011 10% services
  • 12. Gap 01Investment in research 12 € 3,121.00 € 67.00 Stefan Moritz – Warsaw 2011Producing companies Service companies Source: Birgit Mager
  • 13. Gap 02Design effort 13 41% 6% Stefan Moritz – Warsaw 2011of producing companies see of service companies seedesign as integral any role of design Source: Design Council UK 2005
  • 14. Gap 03 Gap 04Productivity QualityProducts Products 14Service Service Stefan Moritz – Warsaw 2011 Source: Estimate based on desk research
  • 15. Proof point: Flylo check-in 15 Stefan Moritz – Warsaw 2011http://www.youtube.com/watch?v=BOrhMcqx6vw
  • 16. “80% of companies believe they deliver outstanding value and a 17 superior customer experience. Stefan Moritz – Warsaw 2011 8% of their customers agree.” Source: Bain & Company
  • 17. Gap 05Failure 18 60% 35% Stefan Moritz – Warsaw 2011of new service of launched services areintroductions fail removed from the market after a short period Source: Cooper & Edgett 1996 / Stevends & Burley 2003
  • 18. EXAMPLEService Design for cars Stefan Moritz – Warsaw 2011
  • 19. From owning to usingStefan Moritz – Warsaw 2011
  • 20. Stefan Moritz – Warsaw 2011
  • 21. Stefan Moritz – Warsaw 2011
  • 22. Stefan Moritz – Warsaw 2011
  • 23. Stefan Moritz – Warsaw 2011
  • 24. Stefan Moritz – Warsaw 2011
  • 25. From owning to using $100MStefan Moritz – Warsaw 2011
  • 26. SERVICE DESIGNStefan Moritz – Warsaw 2011
  • 27. SERVICE DESIGNExperience prototyping with human empathy beyond products. Stefan Moritz – Warsaw 2011
  • 28. Services are differentYou have to be there.It happens over time. 25You don’t own it but use it. Stefan Moritz – Warsaw 2011
  • 29. “The only people that see the bigger picture 26 of any company are Stefan Moritz – Warsaw 2011 their customers.”
  • 30. Anders Frostenson 2010 27 Stefan Moritz – Warsaw 2011
  • 31. Anders Frostenson 2010 27 Stefan Moritz – Warsaw 2011
  • 32. Stefan Moritz – Warsaw 2011
  • 33. www.servicededesigntools.org Stefan Moritz – Warsaw 2011
  • 34. The six SD collaboration zones SERVICE DESIGN 30 Stefan Moritz – Warsaw 2011Understanding Thinking Generating Filtering Sensualisation RealisingFinding out and Giving strategic Developing Selecting the Enabling Making it happen learning direction concepts most relevant understanding
  • 35. SERVICE DESIGNExperience prototyping with human empathy beyond products. Stefan Moritz – Warsaw 2011
  • 36. 3285%? 5% 99%! Stefan Moritz – Warsaw 2011 Follow the logic of the customers
  • 37. Experience prototyping 33Stefan Moritz – Warsaw 2011
  • 38. Experience prototyping 33Stefan Moritz – Warsaw 2011
  • 39. 34Stefan Moritz – Warsaw 2011
  • 40. Mutual valueImprove or innovate service experiences 35 Satisfied + Profitable + Lower risk Stefan Moritz – Warsaw 2011 Customers Enterprises of failure
  • 41. Thank you! 36 Stefan Moritz – Warsaw 2011st_moritz stefan@plusMoritz.com