“Everything	  is	  a	  service”	                by	  @sly	  
?   You	  want	  that	  hole	  !	  
⤑  A new marketing paradigm                                        ⤑  The basis of all exchange is                        ...
Source:	  h;p://www.dachisgroup.com/2011/11/everything-­‐is-­‐a-­‐service/	  
But what is aservice ?         	                  Services,	  as	  opposed	  to	                  goods,	  are:	          ...
And what is a goodservice ?         	          SERVICE	  EFFICIENCY	  	                       Services	  that	  help	  use...
Understanding theproblems users tryto solve                      	  By	  using	  design	  research	  methods:	  	  	  Ethn...
Understanding theproblems users tryto solve                      	  By	  using	  design	  research	  methods:	  	  	  Fron...
Understanding theproblems users tryto solve                      	  By	  using	  design	  research	  methods:	  	  	  Pers...
Understanding theproblems users tryto solve                      	  By	  using	  design	  research	  methods:	  	  	  Co-­...
"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	  
Customer	  journey	  maps	  
Service	  blueprints	  
Examples	  of	  touchpoints	   Telephone	  service	                    Company	  cars	   Face-­‐to-­‐face	                ...
Technology	  As	  a	  driver	  for	  mulIple	  service	  innovaIon	  opportuniIes	  
Technology multiplies service innovation opportunities       Today’s	  technology	  mulIplies	  service	  innovaIon	  oppo...
InformaIon	  shadows	  
InformaIon	  shadows	  
 So what about                                                  ⤑  And,	  increasingly,	  they	  are	  just	  part	  of	  ...
 Fitbit:	  tracking	  your	  daily	  exercise	  and	  sleep	  quality	                                                    ...
 Nike+:	  Tracking	  your	  jogging	  acIviIes	                                                         h;p://nikerunning....
h;p://www.runtasIc.com	  
Withings:	  Tracking	  &	  monitoring	  your	  weight	                                                                   h...
The	  Apple	  Itunes	  ecosystem	  
 The	  Dropbox	  file	  syncing	  &	  sharing	  ecosystem	                                                                 ...
Carfinder:	  A	  stand	  alone	  AR	  app	  providing	  you	  with	  the	  service	  to	  find	  back	  your	  car	         ...
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	  mul...
Case	  study:	  Experience	  design	  Carnegie	  Library	  of	  Pi;sburgh,	  a	  project	  by	  Maya	  design	            ...
Carnegie Library of Pittsburgh | Information Environment              This	  needs	  revoluIon,	  not	  evoluIon	  A	  pro...
Carnegie Library of Pittsburgh | Information Environment                                       Building	  use	  scenarios	...
Carnegie Library of Pittsburgh | Information Environment                                  Maya	  described	  the	  library...
Carnegie Library of Pittsburgh | Information Environment             Personas	  follow	  typical	  use	  scenarios	  A	  p...
Carnegie Library of Pittsburgh | Information Environment          Breakpoint	  pa;erns	  revealed	  systemic	             ...
Carnegie Library of Pittsburgh | Information Environment                                     Bridge	  the	  breakpoints	  ...
Carnegie Library of Pittsburgh | Information Environment                 Redesign	  of	  physical	  space	                ...
Carnegie Library of Pittsburgh | Information Environment        Consistent	  IA	  across	          “user	  interfaces”	  f...
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	  method...
+	  Service	  design	  +	  User	  experience	  design	  +	  Employee	  saIsfacIon	  &	  empowerment	  +	  Certainly	  more...
Peter	  Drucker	                                           “There	  is	  only	  one	  reason	  for	  a	  company	  to	  ex...
Thank	  you	  !	     @sly	  
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
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"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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