"Everything is a service" (Redux)

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My keynote speech at the Italian Information Architecture Summit 2012 in Milan

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"Everything is a service" (Redux)

  1. 1. “Everything  is  a  service”   by  @sly  
  2. 2. ? You  want  that  hole  !  
  3. 3. ⤑  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  
  4. 4. Source:  h;p://www.dachisgroup.com/2011/11/everything-­‐is-­‐a-­‐service/  
  5. 5. 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    
  6. 6. 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    
  7. 7. Understanding theproblems users tryto solve  By  using  design  research  methods:      Ethnography  (or  “day  in  a  life”  study)    
  8. 8. Understanding theproblems users tryto solve  By  using  design  research  methods:      Front-­‐line  staff  interviews    
  9. 9. Understanding theproblems users tryto solve  By  using  design  research  methods:      Personas    
  10. 10. Understanding theproblems users tryto solve  By  using  design  research  methods:      Co-­‐design  workshops    
  11. 11. "Mapping the jobs to be done
  12. 12. Source:  h;p://www.jey-­‐associates.com/pr/Customer-­‐CenteredInnovaIonMap_R0805Hp2.pdf  
  13. 13. Source:  h;p://servicedesigntools.org/about  
  14. 14. Mental  models   h;p://www.boxesandarrows.com/view/alignment-­‐diagrams  
  15. 15. Customer  journey  maps  
  16. 16. Customer  journey  maps  
  17. 17. Service  blueprints  
  18. 18. 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  
  19. 19. Technology  As  a  driver  for  mulIple  service  innovaIon  opportuniIes  
  20. 20. 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  
  21. 21. InformaIon  shadows  
  22. 22. InformaIon  shadows  
  23. 23.  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)    
  24. 24.  Fitbit:  tracking  your  daily  exercise  and  sleep  quality   Source:  h;p://www.fitbit.com/  
  25. 25.  Nike+:  Tracking  your  jogging  acIviIes   h;p://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/  
  26. 26. h;p://www.runtasIc.com  
  27. 27. Withings:  Tracking  &  monitoring  your  weight   h;p://www.withings.com/  
  28. 28. The  Apple  Itunes  ecosystem  
  29. 29.  The  Dropbox  file  syncing  &  sharing  ecosystem   www.dropbox.com  
  30. 30. 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  
  31. 31. MulInchannel,  mulIdevice  customer  experiences  are  on  the  rise  
  32. 32. Intelligent,  connected  (smart)  devices  (IoT)  
  33. 33. So  what  are  the  challenges  ?  
  34. 34. •  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  !)    
  35. 35. 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    
  36. 36. 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    
  37. 37. Carnegie Library of Pittsburgh | Information Environment Building  use  scenarios  A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  38. 38. 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    
  39. 39. 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    
  40. 40. 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    
  41. 41. Carnegie Library of Pittsburgh | Information Environment Bridge  the  breakpoints  A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  42. 42. 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    
  43. 43. 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    
  44. 44. Source:  h;p://patwellconsulIng.com/DevelopmentResources/DesignThinkingProcessWorkshop.aspx  
  45. 45. Source:  h;p://www.maketools.com/arIcles-­‐papers/CoCreaIon_Sanders_Stappers_08_preprint.pdf  
  46. 46. 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  
  47. 47. +  Service  design  +  User  experience  design  +  Employee  saIsfacIon  &  empowerment  +  Certainly  more  
  48. 48. 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  
  49. 49. Thank  you  !   @sly  

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