About Transformator Design

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About Transformator Design

  1. 1. ABOUT TRANSFORMATORTransformator Design was founded in 1998 and is a Swed-ish Service Design company based in Stockholm. With itsroots in industrial design, Transformator has been one of thepioneers in the field of Service Design in the Nordic coun-tries. Transformator is the only specialised Service Designcompany in Sweden and one of the biggest Service Designcompanies in Europe. Transformator’s objective is to improveservices, with the focus on the end customer (the client’s cus-tomer) and create attractive and cost effective services, whichhelp to improve everyday life for people. Transformator worktherefore extensively with both the private and the public sec-tor.Transformator’s approach is unique in the sense that the it-erative method the company applies closely involves the userin the development process. The process involves buildingboth a thorough familiarity of the end user as well as the toolsrequired for innovation and service development.
  2. 2. What is Service Design?
  3. 3. WHAT IS SERVICE DESIGN? A customer insight driven service development process
  4. 4. WHAT IS SERVICE DESIGN?What is unique with service design is that it is a method ofshowing what a situation is like, understanding why it is likethat and showing how to solve it all in one process.An important skill of service designers is to understand notonly what the problems are but also why there are problems ? !from the customers point of view. The ability to distil the es-sence of vast and complex qualitative information and tomake that information understandable is a key determinant of ? ! !success in a service design project. Visualising is an impor-tant tool for conveying and explaining insights as well as the !important ingredient of co-creating with the users. In a servicedesign project one does not always generate completely newinsights, however, the way in which a service designer canmap the information and prioritise it and create tangible solu-tions from a customer’s point of view is new to many servicecompanies.
  5. 5. WHAT IS SERVICE DESIGN? Service design leads to: Attractive serivces for the customers Profitable services for the service provider
  6. 6. WHAT IS SERVICE DESIGN?Examples of the result of Transformator’s work: 32% ökat omvandlingstal i Länsförsäkringar fordonsförsäkring A 32% increase in car insurances signed on the web på webben Vid lansering av ”Enkla Vardagen” tredubblades Transformator managed to achieve a near 100% coversion rate to the bank service “Enkla Vardagen”. As och i princip samtliga 350 000 berörda mastercardförsäljningen a result the sales of MasterCard was trippeled kunder konverterades Frågor utanför det planerade flödet vid triagedisken på By creating a more intuitive flow through the emergency ward at Karolinska, Karolinskas Akutmottagning minskades med Transformator freed up nearly 2 hours time /day for the nurses 2 timmar per dygn As a result of Transformators work som behövde hjälp avneed of help regestring Halvering av antalet personer the amout of persons in were halved at the Swedish Motor Vehicle Inspection Company, Bilprovningen. besiktingspersonalen vid ankomstregistreringen
  7. 7. Our Method
  8. 8. OUR METHOD - ACTION RESEARCHAction Research is a service design method Transforma- The Action Research method is divided into 7 stages:tor has develop in order to integrate the end user in the • Pin Pointserivce development process. It is an iterative method • General Customer Interactionswhere knowledge of the user and the actual design of the • Analysisserivce evolve throughout the project. Since the end users • Prototype Designare part of the development process till the very final stag- • Customer Interaction with Prototypees we can ensure that the service concept will end up very • Analysis and Improvement of Prototypeclose to their needs and desires. • Finalized Service Concept
  9. 9. PIN POINTIn a start-up meeting together with our client we pin pointthe critical areas in order to achieve a good result. Thepurpose of the Pin point-workshop is also to ensure thatall stakeholders have the possibility to give their input tothe project team, and to ensure that there’s an agreementon the project results, deliverables and process. In thisphase we also plan the project in detail, decide on meet-ings etc.
  10. 10. GENERAL CUSTOMER INTERACTIONSOur initial interactions are always very general. We areobserving and interviewing customers and key stakehold-ers to acquire insights into customer behavior and difficul-ties in their journey through the service. We identify whatthe customer needs are and why customers behave asthey do.
  11. 11. CUSTOMER INTERACTIONS FOCUS ON FINDING COMMON NEEDSIDENTIFY CUSTOMER´SNEEDSDRIVING FORCESBEHAVIOUREXPECTATIONS
  12. 12. ANALYSISWe look for patterns and create clusters to handle mate-rial from the previous step. The clusters leads us to in-sights into common behaviours, drivingforces and needsand provide us the basis for a customer journey map. Inthis phase we can form hypothesis’ about what part ofthe service to improve or possibilities to invent new offersbased on customer needs.
  13. 13. PROTOTYPE DESIGNBased on the insights and hypothesis’ we develop ideasfor solutions. This may involve physical models, digitalmock-ups, verbal scenarios etc.In the following customer interactions we use the pro-totypes as “trigger material” i.e the prototypes are usedas starting point for discussions in order to get a deeperunderstanding of the customers as well as taking part oftheir feedback and ideas.
  14. 14. CUSTOMER INTERACTION, ANALYSIS ANDIMPROVEMENT OF PROTOTYPEThe work content from the first phase is repeated in twoadditional “loops” (i.e. customer interaction - analysis -prototype design/development). The further we go in theproject the more we work with verifying service solutionsrather than to understand the key drivingforces of theuser. The questions become more specific and the num-ber of interview fewer.
  15. 15. AN ITERATIVE PROCESS
  16. 16. FINALIZED SERVICE CONCEPTWe make the final design of the serivce concept. The The matrix helps to us to rank which parts of the conceptconcept shows, in a detailed level, content, functions to prioritze in the implementation phaze.etc. and connects these to key insights and customerneeds. HIGH CUSTOMER VALUEIn a final workshop, we review the concept and it’s enti-ties and with the help of an implementation matrix wedefine the solutions that have the highest impact on cus- HARDER TO IMPLEMENT EASY TO IMPLEMENTtomer happiness and are easy to implement, and the Transformator can then help to implement the conceptones that require more resources to implement. (Organisational changes, in house education etc.)
  17. 17. Service Designcan result in...
  18. 18. CUSTOMER JOURNEY MAP (CJM)A visualization of the journey a customer takes through a service FÖRE UNDER EFTER CUSTOMER JOURNEY MAP of visiting the Social Insurance Office • Hitta? • Öppettider? • Ha tid / Ta ledigt r) Det dyker upp fler frågor le ra pp na nd u ka (a olla Osäkerhet Utifrån kunden själv K Vet fortfarande inte... Svar / Hjälp (ny situation) Blankett “rätt” och “inne” r Punktinsats EXAMPLE OF A CJM to s ck on vä an t Familj/Vänner lk ss an ka nt de til gs se en Telefon a g rin re nt si äk ep fo är n t m ur rs d r vä de a in a/ frå öte t Hemsidan nd Fö e en p/ M in åg ka är ap Vä M Fr Sö itt öl lm Information K til PÅ KONTORET Får kunskap, instruktioner och DIREKT TILL KONTOR ORIENTERA SIG blanketter med sig. Ger i vissa fall nya frågor och besök senare ANLEDNINGAR ATT VÄNDA SIG DIREKT: Fråga personal • Behov av bekräftelse Försöka hitta själv • Dålig erfarenheter (telefon, webb) (blankett, broschyr etc) Vägledning • Vana Vilsna i information från olika håll. • Kommunikativa svårigheter (svenska, funktionsnedsättningar, byråkratiskt språk) Behov av att: • Ekonomiska begränsningar - Ledsagas Från Försäkringskassan (frimärke, dyrt att ringa...?) - Verklig hjälp (förändring/besked/kontakt) • Saknar socialt nätverk (någon att fråga) - Engagemang och förståelse • Saknar webbvana - Förklaringar - Se mig som människa EXEMPEL FRÅGESTÄLLNINGAR: • Hur fylla i rutan / Har jag gjort rätt? • Status? Mitt ärende Andra myndigheter • Hur funkar det? (FP, AS, BB) I ärendena. (broschyrer, guide, exempel) Nya besked & frågor... • Hjälp mig i situationen (kris) Outcome (Vägledning) • Någon lyssnade på mig • Jag blev sedd som människa • Någon som förstod (min situation/mitt ärende) • Förhoppningsvis närmare en lösning eller svar.
  19. 19. BEHAVIOURAL GROUPSA customer segmentation based on behaiviours, needs, drivingforces etc. EXAMPLES OF BEHAVIOURAL GROUPS
  20. 20. KEY INSIGHTSKey factors that directly influences the design of the service solution Föräldrapenning EXAMPLES OF KEY INSIGHTS är en rättighet! ( MEN JAG ÄR TACKSAM OCH STOLT ÖVER VÅRT SYSTEM ) Att skaffa barn är en familjeangelägenhet • INDIVIDFLÖDEN PÅ FÖRSÄKRINGSKASSANS HEMSIDA • SVÅRT ATT ÖVERBLICKA FAMILJENS STATUS • MAMMAN ÄR I FOKUS • PAPPAN SLÄPPS IN SENT I PROCESSEN
  21. 21. CONCEPTDescribes the core principles of the solution and is developed from customer insights EXAMPLE OF A CONCEPT
  22. 22. CONCEPTDescribe the core principles of the solution and is developed from customer insights EXAMPLE OF A CONCEPT
  23. 23. CONCEPTDescribe the core principles of the solution and is developed from customer insights EXAMPLE OF A CONCEPT

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