Design for service

image booz allen & hamilton ÇÉëáÖå=Ñçê=ëÉêîáÅÉ John Rheinfrank and Shelley Evenson 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 1

tÜ~í=áë=ÇÉëáÖå=Ñçê=ëÉêîáÅÉ\\ Innovation in the service sector Bill Hollins from the British Design Council site Hollins goes on to say that “only recently have mangers …in the service sector realized that a conscious effort in applying ‘design’ techniques to services can result in greater customer satisfaction, greater control over their offerings and greater profits.” 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 2

tÜó=áë=íÜáë=áãéçêí~åí\\ Customer expectations are rising Good service is good business A well designed service can be a great business 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 3

íÜÉ=ÉÅçåçãáÅë=çÑ=ëÉêîáÅÉ 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 4

éêçÇìÅíë=~ë=ëÉêîáÅÉë Preconceive products as ‘services’ people want to enjoy Purchase ‘utils’ of benefit for a defined period Upgrade or return • Change activity • New pattern of need • Take things back for adaptive reuse Breakup or breakdown • Offer radical extensibility • Provide support by a networked “service ecology” 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 8

tÜ~í=ÇçÉë=áí=êÉ~ääó=ãÉ~å= íç=~ééäó=ÇÉëáÖå=íÉÅÜåáèìÉë= íç=ëÉêîáÅÉë\\ 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 9

pçãÉ=çíÜÉê=í~âÉë=çå=ëÉêîáÅÉ= ÇÉëáÖåÁ …defining and building customer experiences in industries such as retail, banking, transportation, healthcare, business to business enterprises and education IDEO 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 10

fîêÉ~Ûë í~âÉÁ …find opportunities and solutions for major social and economic challenges faced by an emerging knowledge-based society, by concentrating on interactive and intelligent systems for the services of this networked society. The focus is on the services, systems, flows and processes that are connected to and with products. Tomorrow’s services theme at Interaction-Ivrea 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 11

píáää=~åçíÜÉê Design of intangible experiences that reach people through many different touch-points and that happen over time. live|work 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 12

ÜãããÁ Å~å=óçì=~Åíì~ääó=ÇÉëáÖå= ÉñéÉêáÉåÅÉë\\ Design of intangible experiences that reach people through many different touch-points and that happen over time. live|work 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 13

ÜãããÁ Å~å=óçì=~Åíì~ääó=ÇÉëáÖå= ÉñéÉêáÉåÅÉë\\ Design of intangible experiences that reach people through many different touch-points and that happen over time. live|work 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 14

~êÉ=ïÉ=í~äâáåÖ= ~Äçìí=ëÉêîáÅÉë= çê=ÉñéÉêáÉåÅÉë\\ 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 15

tÜ~í=áë=~å=“ÉñéÉêáÉåÅÉÒ\\ Ex·pe·ri·ence: Something personally encountered, undergone, or lived through Key ideas: Triggered stimulation of all senses, heart, and mind • Connect company and brand to customer’s lifestyle • Emphasize broader social and cultural context of • customer actions Emphasize complementarities and adjacencies beyond • the focal product or service Source: Mohan Sawhney 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 16

Ñêçã=ÅçããçÇáíáÉë= íç=ÉñéÉêáÉåÅÉë differentiated Stage Experiences Value-added, Differentiation Deliver Services Competitive position Make Products Extract undifferentiated Commodities Source: The Progression of economic value Pine and Gilmore The Experience Economy 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 17

ÜçêëÉäÉëë=Å~êêá~ÖÉ=éêçÄäÉã\\ “Services are conceived and designed as products” Nicola Morelli differentiated Stage Experiences “as experience ecologies” Deliver Services Competitive position Make “as products” Products Extract undifferentiated Commodities Source: The Progression of economic value Pine and Gilmore The Experience Economy 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 18

aáãÉåëáçåë=çÑ=ÉñéÉêáÉåÅÉ= Éîçäìíáçå Commodities Products Services Experiences Economy Agrarian Industrial Service Experience Economic Extract Make Deliver Stage Function Nature of offering Fungible Tangible Intangible Memorable Key attribute Natural Standardized Customized Personal Method of supply Stored in bulk Inventoried after Delivered on Revealed over a production demand duration Drivers of demand Characteristics Features Benefits Sensations Source: Mohan Sawhney 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 19

jçîáåÖ=“çîÉê=~åÇ=ìéÒ Éñé~åÇáåÖ= íáãÉ Broaden context Broader socio-cultural context (time famine) Broaden category ÅÉääìä~ê ëí~óáåÖ= éÜçåÉ ÅçååÉÅíÉÇ Consumption situation (communication and connectivity) Source: Mohan Sawhney 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 20

_ê~åÇë=~ë=ÉñéÉêáÉåÅÉëW= ^=PSM°îáÉï Marketing Sales Product Features Pricing Packaging communications & Display Salesperson interaction Logos and symbols In-store atmospherics Brand Product experience Advertising Web site interface Corporate Logistics Advertising policies Corporate Customer citizenship Service care recovery Customer service 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 21

ÇçìÄäÉ=äççé=ÄìëáåÉëë=ãçÇÉäë Transformational/ Adaptive/Incremental Discontinuous Innovations Innovations Product and business Value of the innovation core offering Value of the total offering Pre-empt Investment in Master Sales core innovation the future and installed the and capacity base present Investment in innovations and business Profits ecosystem Organizations must strike a balance between incremental and transformational (Market-driving) Initiatives Source: D. Abell, Dual StrategiesC. Argyris & D. Schon, Organizational Learning 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 22

ÇÉëáÖå=Ñçê=ëÉêîáÅÉ Moving from “user-centered” design of things to “ability- centered” co-construction of meaningful experiences Processes and their digitization • Productivity explosion • Evolution of service • Outlearn and outforget real and imagined challenges • Sustainability window appears to be fully open • 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 23

íÜ~åâ=óçì john@seespace.com evenson@cmu.edu 4 March 2004 Design for service | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 24

Design for service

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