"Everything is a service" (Redux)

“Everything is a service” by @sly

? You want that hole !

⤑  A new marketing paradigm ⤑  The basis of all exchange is service ⤑  Goods are a distribution mechanism for service provision ⤑  Value is always co-created with“Evolving to a New the customerDominant Logic for ⤑  A service-centered view is inherently customer oriented andMarketing” relationalPublication of an award-winningarticle by Stephen Vargo and RobertLusch in a 2004 edition of Journal of ⤑  Value-in-use replaces value-in-Marketing exchange

Source: h;p://www.dachisgroup.com/2011/11/everything-‐is-‐a-‐service/

But what is aservice ? Services, as opposed to goods, are: ⤑  Intangible ⤑  Cannot be stored ⤑  Are consumed & produced at the same Ime ⤑  Are delivered via oJen complex systems & processes ⤑  Involve people and their relaIonships

And what is a goodservice ? SERVICE EFFICIENCY Services that help users (customers) to get their jobs done, solve their problems by producing their desired outcome SERVICE EXPERIENCE And provide them with a good (outstanding) experience across diﬀerent channels & touchpoints

Understanding theproblems users tryto solve By using design research methods: Ethnography (or “day in a life” study)

Understanding theproblems users tryto solve By using design research methods: Front-‐line staﬀ interviews

Understanding theproblems users tryto solve By using design research methods: Personas

Understanding theproblems users tryto solve By using design research methods: Co-‐design workshops

"Mapping the jobs to be done

Source: h;p://www.jey-‐associates.com/pr/Customer-‐CenteredInnovaIonMap_R0805Hp2.pdf

Source: h;p://servicedesigntools.org/about

Mental models h;p://www.boxesandarrows.com/view/alignment-‐diagrams

Customer journey maps

Service blueprints

Examples of touchpoints Telephone service Company cars Face-‐to-‐face Delivery Email Merchandising Post mail WarranIes Sales Invoicing Website Complaint handling Mobile apps Public relaIons Screenless digital interfaces Cleaning Social media Physical environments AdverIsing & communicaIon (stores, corporate buildings) Packaging etc. Support

Technology As a driver for mulIple service innovaIon opportuniIes

Technology multiplies service innovation opportunities Today’s technology mulIplies service innovaIon opportuniIes 1. Micßroprocessors 2. Sensors 3. Wireless connecIvity Source: h;p://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html 4. Databases

InformaIon shadows

So what about ⤑  And, increasingly, they are just part of a mobile apps for service, one touchpoint of a service example ? ⤑  Which means that an app is not an end in itself. According to service dominant-‐logic, The service as a whole must work, every mobile app is a service. regardless of how good the app is. In the (Devices are service avatars an the apps eye of the user/customer, it’s just one are their informaIon shadows.) thing. ⤑  A mobile app should exactly do what the user expects it to do at a certain Ime, place & context (and not more)

Fitbit: tracking your daily exercise and sleep quality Source: h;p://www.ﬁtbit.com/

Nike+: Tracking your jogging acIviIes h;p://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/

h;p://www.runtasIc.com

Withings: Tracking & monitoring your weight h;p://www.withings.com/

The Apple Itunes ecosystem

The Dropbox ﬁle syncing & sharing ecosystem www.dropbox.com

Carfinder: A stand alone AR app providing you with the service to find back your car Source: h;p://itunes.apple.com/us/app/find-‐your-‐car-‐ar-‐augmented/id370836023?mt=8

MulInchannel, mulIdevice customer experiences are on the rise

Intelligent, connected (smart) devices (IoT)

So what are the challenges ?

•  Understand people’s mental models and the jobs they try to get done •  Design for mulIple devices & interfaces (some without screens) & opImize the interplay between them: every device & interface has its own limitaIons & capabiliIes •  In sake for usability & simplicity, only offer the features really needed on different devices at a specific moment, place & context: design for low fricIon & be focused •  AnIcipate people’s contextual needs by using all the informaIon available (your phone and other devices or applicaIons know a lot about you !) •  We’d like to switch between devices, interfaces & even modes without loosing anything & link the physical and the digital world in a more natural way •  Think the whole service system as one thing (that’s what the customer does !)

Case study: Experience design Carnegie Library of Pi;sburgh, a project by Maya design A strategic design project :  interior redesign  wayﬁnding  web site  and the library catalog and thus is a service design project as it dealt with several touch points and the customer journey, but with a strong focus on informaIon architecture. h;p://www.maya.com/pormolio/carnegie-‐library MAYA Design, Inc. / SouthSide Works, Building 2, Suite 300 2730 Sidney Street / Pi;sburgh, PA 15203 /+1 412-‐488-‐2900

Carnegie Library of Pittsburgh | Information Environment This needs revoluIon, not evoluIon A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Carnegie Library of Pittsburgh | Information Environment Building use scenarios A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Carnegie Library of Pittsburgh | Information Environment Maya described the library informaIon architecture A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Carnegie Library of Pittsburgh | Information Environment Personas follow typical use scenarios A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Carnegie Library of Pittsburgh | Information Environment Breakpoint pa;erns revealed systemic issues A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Carnegie Library of Pittsburgh | Information Environment Bridge the breakpoints A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Carnegie Library of Pittsburgh | Information Environment Redesign of physical space including wayﬁnding & signage A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Carnegie Library of Pittsburgh | Information Environment Consistent IA across “user interfaces” from website to physical site… A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library

Source: h;p://patwellconsulIng.com/DevelopmentResources/DesignThinkingProcessWorkshop.aspx

Source: h;p://www.maketools.com/arIcles-‐papers/CoCreaIon_Sanders_Stappers_08_preprint.pdf

UX design & Service design •  SD is UX beyond the screens •  both use overlapping methods & tools •  both are user centered design disciplines •  both follow the design thinking mindset Customer experience : TranslaIng these individual disciplines into a business strategy

+ Service design + User experience design + Employee saIsfacIon & empowerment + Certainly more

Peter Drucker “There is only one reason for a company to exist: To create value for the customer. Thus, the two most important business funcIons are markeIng & innovaIon.” And thus, if applied holisIcally: Design = Value = Strategy = MarkeIng & InnovaIon

Thank you ! @sly

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"Everything is a service" (Redux)

by Sylvain Cottong on May 13, 2012

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