Service Design
from a consumer perspective
Dr. Geke van Dijk
STBY
London / Amsterdam
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Background
Master in Communication Sciences (Cultural and Media Studies)
University of Amsterdam, NL, 1989.
Co-founder and director of ACS-i media research & projects
Amsterdam, NL, 1993-2000.
Managing Director of Lost Boys content & usability
Amsterdam, NL, 2000-2003.
PhD in Computer Sciences (Human-Computer Interaction)
Open University, Milton Keynes, UK, 2007.
Co-founder and director of STBY
London and Amsterdam, 2003-ongoing.
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Consumer perspective
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Service design
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Service Design Research
Social research to inform and inspire service design and innovation
In early stages of concept development process
In close collaboration with other experts (strategy, technology and design)
Discovery and idea generation through empathic conversations
Combination of ethnographic research, UCD and design research
Immersion > Insights > Ideas
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Paper: Open Innovation with
a service design approach
Geke van Dijk, STBY Global Innovation Group
Michiel van der Heyden, Elsevier
Bas Raijmakers, STBY Global Innovation Group
Toke Barter, Radarstation Global Innovation Group
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Service Open
Design Innovation
Background in Background in
design & HCI business strategy
Service
e.g. service innovation e.g. technological
improvements innovation
Co-creation
Lead User
Research
Customer
journeys
Consumer-driven Iterative &
& context sensitive inter-disciplinary
Multi-channel Attention for process
approach organisation
and strategy
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Key literature on Open Innovation
Henry Chesbrough (2003) Open Innovation: The New Imperative for Creating and Profiting
from Technology, HBS Press.
Eric von Hippel (1988) The Sources of Innovation, Oxford University Press.
Eric von Hippel, Eric (2005) Democratizing Innovation, MIT Press.
Patricia B. Seybold (2006) Outside Innovation. How Your Customers Will Co-Design Your
Company’s Future, Collins.
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Key literature on Service Design
Sophia Parker & Joe Heapy (2006) The journey to the interface. Demos UK.
E. Aarts and S. Marzano (eds.) (2003) The New Everyday, 010 Publishers, Rotterdam NL.
Bill Moggridge (2007) Designing Interactions, MIT Press, Cambridge US.
Carlson & Wilmot (2006) Innovation: The Five Disciplines for Creating What Customers Want,
Crown Business, Random House, New York US.
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Case study: Elsevier Open Innovation
Exploring opportunities for new tools and services outside the
existing scope of Elsevier’s core business
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1. Theme selection
Workshop with core team to explore current knowledge & capabilities.
Results were used to define and guide the Lead User Research.
Theme selection Lead User Research Identify opportunity Co-creation workshop Steps 5-7 by Elsevier team
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2. Lead User Research
Visiting lead users for interviews at their workplace in UK and NL.
Investigation of their collaboration networks and workflows.
Theme selection Lead User Research Identify opportunity Co-creation workshop Steps 5-7 by Elsevier team
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3. Opportunity Identification
Workshop with core team to explore and map lead user insights.
Aim to identify opportunities and focus area for further elaboration.
Theme selection Lead User Research Identify opportunity Co-creation workshop Steps 5-7 by Elsevier team
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4. Co-creation workshop
Generate ideas for potential new tools and services.
Select and detail most interesting ideas into full service propositions.
Theme selection Lead User Research Identify opportunity Co-creation workshop Steps 5-7 by Elsevier team
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Results
Three concepts for new service offering
Detailed in CO-STAR business plan:
Consumer
Opportunity
Solution
Team
Advantage
Results
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Next steps
5. Finalise concept & prototypes
6. Validate concepts
7. Finalise business plans
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Key learnings
> Iterative process of workshops and elaboration by individual experts:
balance between creative process and analytic reflection.
> Involvement of inter-disciplinary team: alignment of concept development
with existing strategies and capabilities.
> Workshop facilitation from design perspective: bridging variety of work
styles and routines.
> Using visual tools to communicate data, insights and ideas: iconic and
easy accessible reference material.
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Similar projects for other clients
Public sector:
• Design Council
• Cornwall Council
• Southern Water
• City of Amsterdam
Corporate clients:
• T-Mobile
• Sony
• Egmont International
• Philips Design
• HP
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International Design research Network
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Thank you
For contact and more information:
Geke van Dijk
. ..STBY...
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