2. ABOUT TRANSFORMATOR
Transformator Design was founded in 1998 and is a Swed-
ish Service Design company based in Stockholm. With its
roots in industrial design, Transformator has been one of the
pioneers in the field of Service Design in the Nordic coun-
tries. Transformator is the only specialised Service Design
company in Sweden and one of the biggest Service Design
companies in Europe. Transformator’s objective is to improve
services, with the focus on the end customer (the client’s cus-
tomer) and create attractive and cost effective services, which
help to improve everyday life for people. Transformator work
therefore 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 user
in the development process. The process involves building
both a thorough familiarity of the end user as well as the tools
required for innovation and service development.

3. What is Service
Design?

4. WHAT IS SERVICE DESIGN?
A customer insight
driven service
development process

5. WHAT IS SERVICE DESIGN?
What is unique with service design is that it is a method of
showing what a situation is like, understanding why it is like
that and showing how to solve it all in one process.
An important skill of service designers is to understand not
only 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 to
make 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 service
design project one does not always generate completely new
insights, however, the way in which a service designer can
map the information and prioritise it and create tangible solu-
tions from a customer’s point of view is new to many service
companies.

6. WHAT IS SERVICE DESIGN?
Service design leads to:
Attractive serivces for the customers
Profitable services for the service provider

7. 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

8. Our Method

9. OUR METHOD - ACTION RESEARCH
Action 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 Point
serivce development process. It is an iterative method • General Customer Interactions
where knowledge of the user and the actual design of the • Analysis
serivce evolve throughout the project. Since the end users • Prototype Design
are part of the development process till the very final stag- • Customer Interaction with Prototype
es we can ensure that the service concept will end up very • Analysis and Improvement of Prototype
close to their needs and desires. • Finalized Service Concept

10. PIN POINT
In a start-up meeting together with our client we pin point
the critical areas in order to achieve a good result. The
purpose of the Pin point-workshop is also to ensure that
all stakeholders have the possibility to give their input to
the project team, and to ensure that there’s an agreement
on the project results, deliverables and process. In this
phase we also plan the project in detail, decide on meet-
ings etc.

11. GENERAL CUSTOMER INTERACTIONS
Our initial interactions are always very general. We are
observing and interviewing customers and key stakehold-
ers to acquire insights into customer behavior and difficul-
ties in their journey through the service. We identify what
the customer needs are and why customers behave as
they do.

12. CUSTOMER INTERACTIONS
FOCUS ON FINDING
COMMON NEEDS
IDENTIFY CUSTOMER´S
NEEDS
DRIVING FORCES
BEHAVIOUR
EXPECTATIONS

13. ANALYSIS
We 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 needs
and provide us the basis for a customer journey map. In
this phase we can form hypothesis’ about what part of
the service to improve or possibilities to invent new offers
based on customer needs.

14. PROTOTYPE DESIGN
Based on the insights and hypothesis’ we develop ideas
for solutions. This may involve physical models, digital
mock-ups, verbal scenarios etc.
In the following customer interactions we use the pro-
totypes as “trigger material” i.e the prototypes are used
as starting point for discussions in order to get a deeper
understanding of the customers as well as taking part of
their feedback and ideas.

15. CUSTOMER INTERACTION, ANALYSIS AND
IMPROVEMENT OF PROTOTYPE
The work content from the first phase is repeated in two
additional “loops” (i.e. customer interaction - analysis -
prototype design/development). The further we go in the
project the more we work with verifying service solutions
rather than to understand the key drivingforces of the
user. The questions become more specific and the num-
ber of interview fewer.

16. AN ITERATIVE PROCESS

17. FINALIZED SERVICE CONCEPT
We make the final design of the serivce concept. The The matrix helps to us to rank which parts of the concept
concept shows, in a detailed level, content, functions to prioritze in the implementation phaze.
etc. and connects these to key insights and customer
needs. HIGH CUSTOMER VALUE
In a final workshop, we review the concept and it’s enti-
ties and with the help of an implementation matrix we
define the solutions that have the highest impact on cus- HARDER TO IMPLEMENT EASY TO IMPLEMENT
tomer happiness and are easy to implement, and the Transformator can then help to implement the concept
ones that require more resources to implement. (Organisational changes, in house education etc.)

18. Service Design
can result in...

19. 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
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fo
är
n t m ur
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vä
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nd
Fö e
en
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åg
ka
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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.

20. BEHAVIOURAL GROUPS
A customer segmentation based on behaiviours, needs, drivingforces etc.
EXAMPLES OF
BEHAVIOURAL
GROUPS

21. KEY INSIGHTS
Key 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

22. CONCEPT
Describes the core principles of the solution and is developed from customer insights
EXAMPLE OF A CONCEPT

23. CONCEPT
Describe the core principles of the solution and is developed from customer insights
EXAMPLE OF
A CONCEPT

24. CONCEPT
Describe the core principles of the solution and is developed from customer insights
EXAMPLE OF A CONCEPT