Service design introduction – designship – stefan moritz

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Introduction to service design for a group of international students. Stockholm, 03 September.

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  • Bravo! As always it is very well crafted knowledge for service design lecture. Moreover, there is trace of a workshop done at the end of this presentation: slides 98-100. Was kind of task was it? Could you add anything on it? You have touched a very sensitive and very difficult issue. Did you go to that place to do any research (f.e.to understand how deep are people's experiences there and different needs or requirements are to be faced). For designers, it would be good to have an interview with a psychologist who is working there, taking care of those people who will pass away and their families. I have done once such study and believe me you will never forget it.
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Service design introduction – designship – stefan moritz

  1. 1. DESIGN BEYONDPRODUCTS Stefan Moritz – SVID, Stockholm 2012Stefan Moritz – Stockholm 2012
  2. 2. WELCOME!What is your favourite service? Stefan Moritz – SVID, Stockholm 2012
  3. 3. TODAYWhat is service?What is service design? 3How does it work in practice?Preparations for Wednesday’s workshop Stefan Moritz – SVID, Stockholm 2012
  4. 4. Stefan Moritz – SVID, Stockholm 2012
  5. 5. QUALITY GAP – PRODUCT & SERVICE DESIGN Stefan Moritz – SVID, Stockholm 2012https://secure.red-dot-store.de/out/pictures/4/slide_c.jpg http://www.passiveaggressivenotes.com/2007/07/29/this-is-why-your-server-is-cranky/
  6. 6. 32 Stefan Moritz – SVID, Stockholm 2012Country: USA / Client: Boeing CAS / Consultancy: EffectiveUI CASE STUDY
  7. 7. 32 Stefan Moritz – SVID, Stockholm 2012Country: UK / Client: Southern Water / Consultancy: IDEO CASE STUDY
  8. 8. 32 85%? 5% 99%! Stefan Moritz – SVID, Stockholm 2012Country: Sweden / Client: SEB / Consultancy: Transformator Design CASE STUDY
  9. 9. SIGNIFICANT PARADIGM SHIFTFrom the industrial society To the networked society Stefan Moritz – SVID, Stockholm 2012
  10. 10. SHIFT 01 Things Experiences 5Stefan Moritz – SVID, Stockholm 2012
  11. 11. SHIFT 02 Owning Using 6Stefan Moritz – SVID, Stockholm 2012
  12. 12. SHIFT 03 Inside out Outside in 7Stefan Moritz – SVID, Stockholm 2012
  13. 13. ECONOMY TRANSFORMATION Service Dominant Logic 8 Product Culture Remainder Stefan Moritz – SVID, Stockholm 2012
  14. 14. SOURCES OF DOMINANCEAge of Age of Age of Age ofManufacturing Distribution Information The Customer1900–1960 1960–1990 1990–2010 2010–?Mass manufacturing Global connections Connected PCs benefit Empowered buyersboosts industrial make distribution key. those who control demand a customerpowerhouses. information. focus. Stefan Moritz – SVID, Stockholm 2012Ford, RCA, GE, Boeing, Walmart, Toyota, UPS, Microsoft, Google, Southwest Airlines,P&G, Sony CSX Dell, Capital One Amazon, USAA, ... Outside In: The Power of Putting Customers at the Center of Your Business (Amazon Publishing)
  15. 15. Commodity Product Service Experience Stefan Moritz – SVID, Stockholm 2012 Progression of Economic Value – Experience Economy (Pine & Gilmore, 1999)
  16. 16. MUTUAL VALUE Transformation? Value for the organisation Experience Service Stefan Moritz – SVID, Stockholm 2012 Product Commodity Value for customers
  17. 17. 8“Service is everything that can’t fall on your feet.” THE ECONOMIST Stefan Moritz – SVID, Stockholm 2012 Illustration by Jeffery Callender & Peter Morville
  18. 18. SERVICES ARE DIFFERENTYou have to be there.It happens over time. 25You don’t own it but use it. Stefan Moritz – SVID, Stockholm 2012
  19. 19. SERVICE DESIGNDEFINITION | Methodology to help improve or 11 innovate service experiences that result in more satisfied customers AND more profitable enterprises Stefan Moritz – SVID, Stockholm 2012
  20. 20. 20Stefan Moritz – SVID, Stockholm 2012
  21. 21. 1984 20Stefan Moritz – SVID, Stockholm 2012
  22. 22. 1991 1984 20Stefan Moritz – SVID, Stockholm 2012
  23. 23. 2002 1991 1984 20Stefan Moritz – SVID, Stockholm 2012
  24. 24. NOT 2002 1991 1984 20Stefan Moritz – SVID, Stockholm 2012
  25. 25. Stefan Moritz – SVID, Stockholm 2012Service Design – Practical Access to an evolving field.Stefan Moritz, 2005
  26. 26. You are a service designer. 15Stefan Moritz – SVID, Stockholm 2012
  27. 27. Why do we need(to get better at) 22service design? Stefan Moritz – SVID, Stockholm 2012
  28. 28. The check-in girlsMelody & Keeley 23Courtesy of “Come Fly With Me - BBC One” Stefan Moritz – SVID, Stockholm 2012
  29. 29. 24Stefan Moritz – SVID, Stockholm 2012
  30. 30. 24Stefan Moritz – SVID, Stockholm 2012
  31. 31. “80% of companies believe they deliver outstanding value and a superior customer experience. 208% of their customers agree.” Stefan Moritz – SVID, Stockholm 2012 Source: Bain & Company
  32. 32. CUSTOMER OBSESSION“Empowered customers are disrupting every industry; competitive barriers likemanufacturing strength, distribution power, and information mastery can’t saveyou. In this age of the customer, the only sustainable 16competitive advantage is knowledge of andengagement with customers. The successful companies will becustomer-obsessed. Those that master the customer data flow and improvefrontline customer staff will have the edge.” Stefan Moritz – SVID, Stockholm 2012Forrester report, Competitive Strategy in the Age of the Customer
  33. 33. CUSTOMER OBSESSION The successful companies 16 will be customer-obsessed. Stefan Moritz – SVID, Stockholm 2012Forrester report, Competitive Strategy in the Age of the Customer
  34. 34. MUTUAL VALUE 35 Satisfied Customers + Profitable Enterprises + Lower risk of failure Stefan Moritz – SVID, Stockholm 2012
  35. 35. MUTUAL VALUE 35 Useful Usable Desirable + Profitable Enterprises + Lower risk of failure Stefan Moritz – SVID, Stockholm 2012
  36. 36. MUTUAL VALUE 35 Useful Efficient Usable Desirable + Effective + Lower risk of failure Sustainable Stefan Moritz – SVID, Stockholm 2012
  37. 37. MUTUAL VALUE 35 Useful Efficient Value Usable Desirable + Effective + Validation Participation Sustainable Stefan Moritz – SVID, Stockholm 2012
  38. 38. So what is so specialabout service design? 17 Stefan Moritz – SVID, Stockholm 2012
  39. 39. Service DesignPROTOTYPING EMPATHY HOLISTIC experience with human beyond prototyping empathy products & screens Stefan Moritz – SVID, Stockholm 2012
  40. 40. Holistic ThinkingCustomer ExperienceEmpathy Prototyping Stefan Moritz – SVID, Stockholm 2012
  41. 41. IDEAS 1 What do we need to build to find3 What could we out if it works? change to make it work better? INSIGHTS PROTOTYPES Stefan Moritz – SVID, Stockholm 2012 2 What did we learn?
  42. 42. FROM OWNING TO USINGStefan Moritz – SVID, Stockholm 2012
  43. 43. Stefan Moritz – SVID, Stockholm 2012
  44. 44. Stefan Moritz – SVID, Stockholm 2012
  45. 45. Stefan Moritz – SVID, Stockholm 2012
  46. 46. Stefan Moritz – SVID, Stockholm 2012
  47. 47. Stefan Moritz – SVID, Stockholm 2012
  48. 48. Stefan Moritz – SVID, Stockholm 2012
  49. 49. FROM OWNING TO USING $100MStefan Moritz – SVID, Stockholm 2012
  50. 50. Service Design EXPERIENCE HUMAN HOLISTICPROTOTYPING EMPATHY THINKING Stefan Moritz – SVID, Stockholm 2012
  51. 51. HOLISTIC THINKINGStefan Moritz – SVID, Stockholm 2012
  52. 52. Culture 34 Business Brand Model Service Design Value Authenticity Utility Stefan Moritz – SVID, Stockholm 2012Source: Paul Sims
  53. 53. “The only people that see the bigger picture 26 of any company are their customers.” Stefan Moritz – SVID, Stockholm 2012
  54. 54. I don’t buy shoes. 36Stefan Moritz – SVID, Stockholm 2012
  55. 55. People buy a drilling machine – 30 what they Stefan Moritz – SVID, Stockholm 2012 really need is holes in the wall
  56. 56. Selling products 37Delivering services Stefan Moritz – SVID, Stockholm 2012
  57. 57. Small actionsare better than 38big words Stefan Moritz – SVID, Stockholm 2012
  58. 58. New currencies 39 Stefan Moritz – SVID, Stockholm 2012TIME / KUDOS / FEEDBACK / POINTS /…
  59. 59. Anders Frostenson 2010 27Stefan Moritz – SVID, Stockholm 2012
  60. 60. Anders Frostenson 2010 27Stefan Moritz – SVID, Stockholm 2012
  61. 61. Ergonomidesign Stefan Moritz – SVID, Stockholm 2012
  62. 62. Stefan Moritz – SVID, Stockholm 2012
  63. 63. HUMAN EMPATHYStefan Moritz – SVID, Stockholm 2012
  64. 64. The hospital story 50Stefan Moritz – SVID, Stockholm 2012
  65. 65. PERSONAStefan Moritz – SVID, Stockholm 2012
  66. 66. Stefan Moritz – SVID, Stockholm 2012diptychs of Jason Travis http://www.flickr.com/photos/jasontravis/5296248879/sizes/l/in/set-72157603258446753/
  67. 67. VIRGIN ATLANTIC UPPERCLASSThe extended customer journey Stefan Moritz – SVID, Stockholm 2012
  68. 68. CUSTOMER JOURNEY ONGROUND TRAVEL ONGROUND TR AVEL Branded Fast Track Security Check Lounges/ 36 Lounges/ Branded Fast Track Security Check Branded Branded baggage drop Waiting area Waiting area baggage drop Check-in Go to Go to counters Gate Gate Check-in counters Self service Boarding/ Boarding machines Signage SIGNAGE/ Orientation Take off Take off SIGNAGE/ Orientation Arrival airport Service Service Arrival at home aiport INFLIGHT EXPERIENCE Transportation Work/ Entertainment/ Work/ Entertainment/ Stefan Moritz – SVID, Stockholm 2012 Socializing/ Sleeping Socializing/ Sleeping Transportation Activities/ Hotel/ Arrival Arrival destination Meeting BookingPRE TRAVEL Choice/ Decision Transfer to airport Transfer to airport HOME Transportation Baggage pick-up Baggage pick-up Transportation DESTINATION ONGROUND TRAVEL Anders Frostenson 2011
  69. 69. CUSTOMER JOURNEY&()*+,-./*-0,1.234 CONSIDERATION EXPERIENCE !"#$$%" :9 =%6 &%()!"#$!%# +(*&,&" $*%&" Stefan on McKinsey research with 20000 participants, 2009 Based Moritz – SVID, Stockholm 2012 5#67!#687&!#9: SATISFACTION EVALUATION &"()*+,
  70. 70. ochschue LuzernStefan Moritz – SVID, Stockholm 2012
  71. 71. 60Stefan Moritz – SVID, Stockholm 2012
  72. 72. ochschue LuzernStefan Moritz – SVID, Stockholm 2012
  73. 73. EXPERIENCE PROTOTYPINGStefan Moritz – SVID, Stockholm 2012
  74. 74. “You can fix it on the drafting board with an eraser, 60 or on the construction site with a sledgehammer.” Stefan Moritz – SVID, Stockholm 2012 Frank Lloyd Wright
  75. 75. “It’s easier to act your way into a new way of thinking, than think your way 61 into a new way of acting.” Stefan Moritz – SVID, Stockholm 2012 Richard Pascale
  76. 76. Experience prototyping 33Stefan Moritz – SVID, Stockholm 2012
  77. 77. Experience prototyping 33Stefan Moritz – SVID, Stockholm 2012
  78. 78. Stefan Moritz – SVID, Stockholm 2012
  79. 79. SPECTRUM OF FIDELITY 64Stefan Moritz – SVID, Stockholm 2012
  80. 80. Carnagie Mellon University Stefan Moritz – SVID, Stockholm 2012
  81. 81. Porta di Accesso a Roma Archeologica Stefan Moritz – SVID, Stockholm 2012DARC Research and Consulting | Domus Academy
  82. 82. Stefan Moritz – SVID, Stockholm 2012
  83. 83. TOOLBOX + MINDSETStefan Moritz – SVID, Stockholm 2012
  84. 84. Anders Frostenson 2010 27Stefan Moritz – SVID, Stockholm 2012
  85. 85. COLLABORATION ZONES SERVICE 30 DESIGN Stefan Moritz – SVID, Stockholm 2012Understanding Thinking Generating Filtering Sensualisation Realising »
  86. 86. Understanding Finding out and learning 92 Customer Mystery Shadowing Portrait Shopping Stefan Moritz – SVID, Stockholm 2012 Draw the Inconvenience 5 x Why? Experience Analysis
  87. 87. Thinking Giving strategic direction 98 Hot Tangible Value Spot Data Matrix Stefan Moritz – SVID, Stockholm 2012 Think SWOT Manifesto Tank
  88. 88. Developing conceptsGenerating 108 Open Body 20 Ideas Source Storming Storming Stefan Moritz – SVID, Stockholm 2012 Unfocus Randomiser Sketching Group
  89. 89. Selecting the most relevantFiltering 109 Card Sticker Expert Sorting / Voting Evaluation Clustering Stefan Moritz – SVID, Stockholm 2012 Customer Criteria Value Walkthrough Ranking Matrix
  90. 90. Enabling understandingSensualisation 110 Tomorrows Mood Storyboard Headlines Film Stefan Moritz – SVID, Stockholm 2012 Customer Vision Scenario Journey Mock-ups
  91. 91. Realising Making it happen 111 Back Business Service Casting Model Blueprint Stefan Moritz – SVID, Stockholm 2012 Experience Guide Improv Prototype Tools Training
  92. 92. STARTING POINTS 18 Innovation Value creation Collaboration Stefan Moritz – SVID, Stockholm 2012
  93. 93. Stefan Moritz – SVID, Stockholm 2012
  94. 94. Stefan Moritz – SVID, Stockholm 2012http://servicedesigntools.org/ http://servicedesignbooks.org/
  95. 95. REFLECTIONHow will you use today’s input? Stefan Moritz – SVID, Stockholm 2012
  96. 96. THANK YOU! 36 Stefan Moritz – SVID, Stockholm 2012st_moritz stefan@plusMoritz.com
  97. 97. 3 groups 74Stefan Moritz – SVID, Stockholm 2012
  98. 98. Room for death Art and handicrafts for palliative care 75 Stefan Moritz – SVID, Stockholm 2012
  99. 99. ROOM FOR DEATH Art and handicrafts for palliative care 84 7 5A room when one is awaiting death is not like other rooms. Stefan Moritz – SVID, Stockholm 2012Can carefully designed milieus influence patients’ and relatives’experiences of the final stages of life?
  100. 100. OUR BRIEF“What service concepts can we sketch outthat will improve the final stage of life 85for terminally ill patients and their families?” 7 5 Stefan Moritz – SVID, Stockholm 2012
  101. 101. DESIGN BEYONDPRODUCTS Stefan Moritz – SVID, Stockholm 2012Stefan Moritz – Stockholm 2012

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