Finpro be inspired Ideo

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27.4.2012 Be Inspired - Finpro Service industry client event materials.

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Finpro be inspired Ideo

  1. 1. EmergingOpportunitiesfor Services
  2. 2. Hei.
  3. 3. IDEO helps businessesinnovate using designthinking
  4. 4. We’re 550 peoplein 12 locations
  5. 5. We work acrossmultiple industries
  6. 6. We are human-centred
  7. 7. We build to think We build to think
  8. 8. We design with aholistic approach Desirability Viability Feasibility
  9. 9. So, what is a service…
  10. 10. Our definition for today… Engagement Time
  11. 11. The service industry is 70% of our economy** Services as % GDP in 2010: – Finland 68.1% – EU 72.9%
  12. 12. Yet, people talk aboutservice design as ifit’s new
  13. 13. Decades on and the same things are still broken!
  14. 14. We are not rewarding our best customers
  15. 15. The bad news:the competition isevery other serviceexperience
  16. 16. The good news:there’s a hugeopportunity to be aservice super hero
  17. 17. We have 3 big themesto share with you today: 123...
  18. 18. 1. Increased complexity2. Shifting power3. Data explosion
  19. 19. 1 Increased complexity
  20. 20. Everybody is offeringeverything to addmore value
  21. 21. Brands are using morechannels than ever
  22. 22. Services are basedon the organisation’sstructure, not thecustomer’s needs
  23. 23. So what does thismean for your service?
  24. 24. 1 Have a clear purpose In the service of what?
  25. 25. 2 Create a hero service Not all interactions should be created equal
  26. 26. 3 Make channels complementary Optimise each one against their unique strengths
  27. 27. So, how might you cutthrough complexity?1. Have a clear purpose2. Create a hero service3. Make channels complementary
  28. 28. 2 Shifting power
  29. 29. Consumers areconnected in moreways than ever before
  30. 30. We’re seeing therise of the amateurservice provider
  31. 31. Services arebecoming morecollaborative
  32. 32. People want to takemore control of theirexperience
  33. 33. People want to beinvolved in shapingthe future of services
  34. 34. So what does thismean for your service?
  35. 35. 1 Celebrate the amateur Capitalise on trends towards collaborative consumption
  36. 36. 2 Create the theatre not the play Let the customer take control, know when to get out of the way
  37. 37. 3 Experiment with your consumers R&D versus transactions
  38. 38. So, how might youembrace this shiftin power?1. Celebrate the amateur2. Create the theatre not the play3. Experiment with your consumers
  39. 39. 3 Data explosion 1 10 1 0 00 1 1 1 1 0 11 1 10 0 11 0 1 11 1 1 0 01 1 1 1 00 01 0 1 0 1 10 0 0 11 1 0 0 1 1 11 0 10 001 1011 1 10110 0 01 1 0 1 11 1100 1 0 0 1100 0 0 0 0 10 1 1 1 1 1 0 0 0 1 10 0 1 1 1110 0 1 1 0 11 1 11 1 0 0 110 01 1 1
  40. 40. People leave a trail ofdata whenever theyinteract with services 1 10 1 0 00 1 1 1 1 0 11 1 10 0 11 0 1 11 1 1 0 01 1 1 1 00 01 0 1 0 1 10 0 0 11 1 0 0 1 1 11 0 10 001 1011 1 10110 0 01 1 0 1 11 1100 1 0 0 1100 0 0 0 0 10 1 1 1 1 1 0 0 0 1 10 0 1 1 1110 0 1 1 0 11 1 11 1 0 0 110 01 1 1
  41. 41. The technologypeople carry around ispacked with sensors 1 10 1 0 00 1 1 1 1 0 11 1 10 0 11 0 1 11 1 1 0 01 1 1 1 00 01 0 1 0 1 10 0 0 11 1 0 0 1 1 11 0 10 001 1011 1 10110 0 01 1 0 1 11 1100 1 0 0 1100 0 0 0 0 10 1 1 1 1 1 0 0 0 1 10 0 1 1 1110 0 1 1 0 11 1 11 1 0 0 110 01 1 1
  42. 42. GPS LocationAccelerometerProximity SensorAmbient Light SensorMicrophone
  43. 43. The data peoplegenerate is a windowinto their behaviour 1 10 1 0 00 1 1 1 1 0 11 1 10 0 11 0 1 11 1 1 0 01 1 1 1 00 01 0 1 0 1 10 0 0 11 1 0 0 1 1 11 0 10 001 1011 1 10110 0 01 1 0 1 11 1100 1 0 0 1100 0 0 0 0 10 1 1 1 1 1 0 0 0 1 10 0 1 1 1110 0 1 1 0 11 1 11 1 0 0 110 01 1 1
  44. 44. So, what does thismean for your service? 1 10 1 0 00 1 1 1 1 0 11 1 10 0 11 0 1 11 1 1 0 01 1 1 1 00 01 0 1 0 1 10 0 0 11 1 0 0 1 1 11 0 10 001 1011 1 10110 0 01 1 0 1 11 1100 1 0 0 1100 0 0 0 0 10 1 1 1 1 1 0 0 0 1 10 0 1 1 1110 0 1 1 0 11 1 11 1 0 0 110 01 1 1
  45. 45. 1 Contextualise data Help consumers understand and compare services
  46. 46. 2 Make it sticky Use gaming behaviour to drive engagement
  47. 47. 3 Leave space for serendipity Find opportunities for new services in data
  48. 48. So, how might youdesign for the dataexplosion?1. Contextualise data2. Make it sticky3. Leave space for serendipity
  49. 49. What does thismean for Finpro?
  50. 50. Design inspiration 1 0 10 1 0 1 1 1 1 1 10 01 0 0 0 01Increased Shifting Datacomplexity power explosion1. have a clear purpose 1. celebrate the amateur 1. contextualise data2.create a hero service 2.create the theatre 2.make it sticky not the play3. optimise your 3. leave space channels 3. experiment with for serendipity your consumers
  51. 51. If there’s one thing youshould remember...
  52. 52. Put the customer at theheart of what you do
  53. 53. Kiitos.

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