Innovation & development in the service economy

Innovation & development in the service economy - the vital role of research  The information & service economy  Service design - framework and tools  Journey planning & way finding 28th January 2009 Kevin Gavaghan © Spirit Of Creation

ONS revised productivity data for the year 2004, International Comparisons of Productivity, February 2006. © Spirit Of Creation

UK Productivity requirement UK productivity dragged down by services sector  Services sector 69% of UK GNP  • Services sector 30% less productive than UK manufacturing Public sector part of productivity gap  But: Private sector  • UK wholesaling and retailing sector 66% of US productivity • UK financial services 50% of US productivity • UK financial services alone comprise 18% of UK:US productivity gap © Spirit Of Creation

Service definition: • “a product manufactured by human supplier(s) and consumer(s) at the point of service delivery” • designed with the same precision as engineered products • consumer service needs can be defined explicitly, allowing matching of design to needs • service delivery can be designed & built in individual component • consumer supplies relevant information that enables the specific “manufacture” of the service at that time • liberating service-deliverers to do that which only humans can do – interact with individual human being(s) receiving the service • supplier staff and consumers both contribute to the “final assembly” of the service © Spirit Of Creation

The framework © Spirit Of Creation

Project components Strategic project Project stream © Spirit Of Creation

STEP 1 STEP 6 STEP 8 STEP 12 External environment Setting the context Ideas prioritisation SPB2 STEP 2 STEP 7 Markets and segments STEP 13 STEP 9 Generation Design service workshop(s) Potential project streams and components STEP 3 Definition of current services STEP 14 STEP 10 Business plan Project component synthesis STEP 4 Service observations STEP 15 STEP 11 Implementation plan Document streams and STEP 5 components Gaps and issues © Spirit Of Creation

STEP 1 STEP 12 External environment STEP 8 SPB2 STEP 6 Ideas prioritisation External analysis 1.1 Setting the context Data scan - issues Markets and “Ps” 1.2 12.1 Synthesis criteria 6.1 8.1 Themes analysis 1.3 Issues briefing 1st pass ranking 8.2 Themes summary 1.4 STEP 13 STEP 2 Design service STEP 7 STEP 9 Markets and segments Generation Potential project 2.1 workshop(s) streams and SDE-Process map 13.1 components Demographic scaling SDRS 13.2 9.1 Clustering Segment models 2.2 A,B Open Space event 7.1 Storyboard 13.3 Perceptual map Session reports Defining enablers 9.2 2.3 7.2 STEP 14 Generation ideas Business plan STEP 3 database 7.3 STEP 10 Definition of current Extract PPCs 7.4 services Project component Identify financial 3.1 synthesis parameters 14.1 Process map Define models 3.2 14.2 10.1 Process map issues 2nd pass ranking event Iterate event 14.3 Final model 10.2 14.4 STEP 4 Final ranking event Service observations 4.1 STEP 15 STEP 11 Walkabout observation Implementation plan Document streams and STEP 5 components 11.1 Gaps and issues Project plan 15.1 © Spirit Of Creation PPS/PPC document 5.1 Themes impact analysis

STEP 1 STEP 12 External environment STEP 8 SPB2 STEP 6 Ideas prioritisation External analysis 1.1 Setting the context Data scan - issues Markets and “Ps” 1.2 12.1 Synthesis criteria 6.1 8.1 Themes analysis 1.3 Issues briefing 1st pass ranking 8.2 Themes summary 1.4 STEP 13 STEP 2 Design service STEP 7 STEP 9 Markets and segments Generation Potential project 2.1 workshop(s) streams and SDE-Process map 13.1 components Demographic scaling SDRS 13.2 9.1 Clustering Segment models 2.2 A, B Open Space event 7.1 Storyboard 13.3 Perceptual map Session reports Defining enablers 9.2 2.3 7.2 STEP 14 Generation ideas Business plan STEP 3 database 7.3 STEP 10 Definition of current Extract PPCs 7.4 services Project component Identify financial 3.1 synthesis parameters 14.1 Process map Define models 3.2 14.2 10.1 Process map issues 2nd pass ranking event Iterate event 14.3 Final model 10.2 14.4 STEP 4 Final ranking event Service observations You are here 4.1 STEP 15 STEP 11 Walkabout observation Implementation plan Document streams and STEP 5 components 11.1 Gaps and issues Project plan 15.1 © Spirit Of Creation PPS/PPC document 5.1 Themes impact analysis

Focus on Discovery DISCOVERY Definition RESEARCH & ANALYSIS  External environment - ask the right question  Market / segment needs and wants: demographic, segment scaling, perceptual mapping  Definition of current services: process map and issues arising  Service observations - walkabout observations  Gaps and issues - themes impact analysis FRAME THE RIGHT SUBJECT WITH SHARP QUESTIONS Purpose  Identify, map & picturing selected markets or segments needs / wants in a changing world / local context  Ask all the important questions, continuing to broaden enquiry and set up loops for iteration of Discovery  Find the right perspective from which to address the subject  Persist  Start from here PREPARE THE GROUND Set-up and activities  Identify appropriate resource, especially existing fields and forms  Combining internal / external research and analysis – field, desk, qual/quant, action, primary/ secondary & all sorts of research  Clear brief & framework and relevant tools  Comprehensive & integrated approach  Use of existing information/data including journey mapping  Classified and catalogued for extensive re-use in all projects STIMULUS PAPER: Outputs Summary of key gaps and issues that relate to the context and market needs  Focus the full weight of Discovery to maximise the power & reach of the Generation activity that follows © Spirit Of Creation

STEP 1 STEP 12 External environment STEP 8 SPB2 STEP 6 Ideas prioritisation External analysis 1.1 Setting the context Data scan - issues Markets and “Ps” 1.2 12.1 Synthesis criteria 6.1 8.1 Themes analysis 1.3 Issues briefing 1st pass ranking 8.2 Themes summary 1.4 STEP 13 STEP 2 Design service STEP 7 STEP 9 Markets and segments Generation Potential project 2.1 workshop(s) streams and SDE-Process map 13.1 components Demographic scaling SDRS 13.2 9.1 Clustering Segment models 2.2 A, B Open Space event 7.1 Storyboard 13.3 Perceptual map Session reports Defining enablers 9.2 2.3 7.2 STEP 14 Generation ideas Business plan STEP 3 database 7.3 STEP 10 Definition of current Extract PPCs 7.4 services Project component Identify financial 3.1 synthesis parameters 14.1 Process map Define models 3.2 14.2 10.1 Process map issues 2nd pass ranking event Iterate event 14.3 Final model 10.2 14.4 STEP 4 Final ranking event Service observations You are here 4.1 STEP 15 STEP 11 Walkabout observation Implementation plan Document streams and components STEP 5 11.1 Project plan 15.1 Gaps and issues © Spirit Of Creation PPS/PPC document 5.1 Themes impact analysis

Focus on Generation GENERATION Definition HARNESS CREATIVE POWERS OF PEOPLE  Informed and concerned individuals to produce new ideas that meet the needs identified in Discovery Purpose CREATE THE WIDEST RANGE OF IDEAS  Possible service improvements at the level of strategy, process and/or physical touchpoints PRESENTATION TO FOCUS GENERATION on the key Set-up and activities  Issues arising from Discovery Stimulus Paper  Internal and external contributors with range of perspectives  Space and facilities to create and capture ideas  Open space brainstorming tool  Mix of skills & no hierarchies SESSION REPORTS: “Unedited” ideas for future evaluation, written up Outputs in template session report © Spirit Of Creation

Focus on Synthesis SYNTHESIS SELECT THE BEST FEW IDEAS based on clear criteria. Synthesis Definition involves listing, ranking and clustering round project streams and /or project components BEST RETURN ON INPUT Purpose from the full range of potential project components produced by Generation to proceed into full service design as Project Components, based on rigorous and agreed criteria Set-up and activities DEFINE & AGREE CRITERIA / FILTERS  First-pass ranking of potential project components  Based on the project objectives  Clustering like-components into project streams aiming to meet related needs of the same users  Final ranking of highest priority project components SYNTHESIS EVALUATION: Outputs “Best few” project components, to go into full service design in subsequent Enterprise stages © Spirit Of Creation

Focus on Enterprise ENTERPRISE Definition ASSEMBLE A BLUEBRINT & A BUSINESS PLAN for the design of the service and the case its market and financial justification Purpose USER’S SERVICE EXPERIENCE SPECIFIED  Touchpoints (D1)  Processes and Systems (D2)  Policies (D3)  Emotional / Information stream  To meet needs and thereby enable the services to be delivered  Development full financial justification for investment Set-up and ASSEMBLE CORE TEAM WITH MIX OF SKILLS activities  Blueprint and business planning skills  Access to the accumulated project materials from Discovery, Generation and Synthesis ENTERPRISE BLUEPRINT & BUSINESS PLAN: Outputs  Customer focused definition of a) Service-Design-Enhanced Blueprint and b) Requirements Statement.  *Implementation Plan for Project based on DGSE inputs © Spirit Of Creation

Innovation & development in the service economy - the vital role of research  The information & service economy  Service design - framework and tools  Journey planning & way finding © Spirit Of Creation

Innovation & development in the service economy

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