01 Service Design and Organizational Activation 2014

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Service design focuses on the alignment and design of multiple brand touchpoints in a customer’s journey, including environments, interactions, media, and products. The results are more effective and more enjoyable customer experiences. In a world that is growing more and more connected and complex, designers are facing a diverse set of challenges and have to interact with an even more diverse group of stakeholders. This is the opening talk for a semester on Service Design. Equipping students with the skills to navigate these waters successfully, this course consists of lectures, workshops, simulations, and discussions.

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01 Service Design and Organizational Activation 2014

  1. 1. Service Design & Organizational Activation 2014 www.florianvollmer.com @florianvollmer FLORIANVOLLMER
  2. 2. FLORIANVOLLMER
  3. 3. FLORIANVOLLMER
  4. 4. Philosophy FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  5. 5. Traditional Business: Quarterly profit, M&A, shareholder value, sales, market share, trade secrets, proprietary technology ... FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  6. 6. Design-Driven Business: Focus on the individual, sustainable practices, answering needs, connecting systems, transparency FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  7. 7. 126 million units sold FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  8. 8. One of design’s most fundamental tasks is helping people deal with change. Paola Antonelli, MOMA FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  9. 9. le b ! m ro P h Design is Applied Problem Solving. it w m le b ro P FLORIANVOLLMER – (me, old) © Florian Vollmer, 2014 – www.florianvollmer.com
  10. 10. Analyzing Current Realities Planning and Executing for Preferred Realities FLORIANVOLLMER – (me) © Florian Vollmer, 2014 – www.florianvollmer.com
  11. 11. Industrial Design Graphic Interface FLORIANVOLLMER Interaction © Florian Vollmer, 2014 – www.florianvollmer.com
  12. 12. Design FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  13. 13. Opportunity FLORIANVOLLMER Text Solution Design © Florian Vollmer, 2014 – www.florianvollmer.com
  14. 14. Styling UCE, BIAD Birmingham, UK Connection Interaction KISD, Cologne, Germany Craft KHB Berlin, Germany GATECH, Atlanta, GA FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  15. 15. Industrial Design Focus on the design process Georgia Institute of Technology College of Computing: HCI and Ubicomp Design of a multidisciplinary curriculum Focus on new interface paradigms School of Literature, Communications, Culture Focus on new meaning FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  16. 16. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  17. 17. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  18. 18. Design Advocacy SMB’s Peer Learning New Forms of Education Design Management Service Design Evolution Cultural Insights A Glimpse Growing Context Floating Freely The Sensation of Weightlessness Happiness In the face of material poverty FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  19. 19. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  20. 20. Reliance on Separation of Dedicated Project Designer/ Designer PM Addition of Integration of Des/ PM/ AM Integration of Production 2D/ 3D Digital Signage New Service New Service Strategy Service Design Focus on FLORIANVOLLMER 2002 Shift to being Strengths 2001 Understanding with Talinsight Generative 2003 2004 2005 2006 2007 2008 2009 2010 © Florian Vollmer, 2014 – www.florianvollmer.com
  21. 21. Global System of Systems Humanity Group I believe one should design for the advantage of the largest System Individual mass of people, first and always. – Raymond Loewy Intervention FLORIANVOLLMER Experience © Florian Vollmer, 2014 – www.florianvollmer.com
  22. 22. Pretty is easy. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  23. 23. ... is for all users and stakeholders Good design... ... has a positive emotional impact ... speaks to multiple senses FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  24. 24. Touchpoints Touchpoints Touchpoints Touchpoints A Journey ... FLORIANVOLLMER Touchpoints Touchpoints © Florian Vollmer, 2014 – www.florianvollmer.com
  25. 25. Touchpoint Analysis Hack FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  26. 26. Touchpoints Traditional Media Social Media mCommerce eCommerce FLORIANVOLLMER Customer Environment Product Presentation Sales Engagement Ownership Experience © Florian Vollmer, 2014 – www.florianvollmer.com
  27. 27. Service Design Definition FLORIANVOLLMER Prof. Birgit Mager © Florian Vollmer, 2014 – www.florianvollmer.com
  28. 28. Service Design Definition “Service design focuses on the alignment and design of multiple brand touchpoints in a customer’s journey, including environments, interactions, media, and products. The results are more effective and more enjoyable customer experiences.” FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  29. 29. Co-Creation FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  30. 30. Stakeholder Activation FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  31. 31. Fascinating Times FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  32. 32. Good design is good business. – Thomas Watson, IBM FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  33. 33. Fascinating Times FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  34. 34. Infinite Possibilities
  35. 35. Sensors, © Florian Vollmer, 2014 – www.florianvollmer.com
  36. 36. Sensors, Bridging Media, © Florian Vollmer, 2014 – www.florianvollmer.com
  37. 37. Sensors, Bridging Media, Ubiquitous Commerce, © Florian Vollmer, 2014 – www.florianvollmer.com
  38. 38. Sensors, Bridging Media, Ubiquitous Commerce, Augmented Reality, Deep Mapping, © Florian Vollmer, 2014 – www.florianvollmer.com
  39. 39. Sensors, Bridging Media, Ubiquitous Commerce, Augmented Reality, Deep Mapping, Touch, © Florian Vollmer, 2014 – www.florianvollmer.com
  40. 40. Sensors, Bridging Media, Ubiquitous Commerce, Augmented Reality, Deep Mapping, Touch, Social Networks, © Florian Vollmer, 2014 – www.florianvollmer.com
  41. 41. ... Ubiquitous Commerce, Augmented Reality, Deep Mapping, Touch, Social Networks, Digital Manufacturing, © Florian Vollmer, 2014 – www.florianvollmer.com
  42. 42. ... Ubiquitous Commerce, Augmented Reality, Deep Mapping, Social Networks, Digital Manufacturing, M2M ... © Florian Vollmer, 2014 – www.florianvollmer.com
  43. 43. The Commonality? FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  44. 44. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  45. 45. Truly understand the user’s needs FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  46. 46. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  47. 47. Services Information Goods © Florian Vollmer, 2014 – www.florianvollmer.com
  48. 48. 16 Weeks FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  49. 49. Partners Company Team I © Florian Vollmer, 2014 – www.florianvollmer.com
  50. 50. Partners Company Process, Tools, Language Team I FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  51. 51. Some Thoughts FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  52. 52. FLORIANVOLLMER
  53. 53. FLORIANVOLLMER
  54. 54. FLORIANVOLLMER
  55. 55. FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  56. 56. FLORIANVOLLMER
  57. 57. FLORIANVOLLMER
  58. 58. Service FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  59. 59. 1980’s 1990’s 2000’s 100% service % GDP goods 0% FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  60. 60. Planner Doer Craftsman FLORIANVOLLMER
  61. 61. A Journey FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  62. 62. Brand Wayfinding Digital Interaction Info Graphics/ Print Human Interaction Digital Signage Environmental Cues Smartphone? FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  63. 63. Pre-Service Service Period Post-Service Time © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  64. 64. Back-Stage Front-Stage User Experience Actors © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  65. 65. technologists training IT marketing business operations brand FLORIANVOLLMER
  66. 66. Trends In SD FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  67. 67. 1. Rethinking Business Models: From Value to Values FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  68. 68. 2. Conscious Businesses Win FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  69. 69. 3. From Transaction to Long-Term Relationship FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  70. 70. 4. Product and Service Hybridization FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  71. 71. 5. From Big Data to Little Data FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  72. 72. 6. From Strategy to Capacity FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  73. 73. 7. Measuring Customer Experience FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  74. 74. 8. CX Grit—Closing the Reality Gap FLORIANVOLLMER © Florian Vollmer, 2014– www.florianvollmer.com
  75. 75. Design Management FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  76. 76. Business Design Drivers Rationality Experience Method Analysis Iteration Process Planning Doing Decisions Logic Empathy Values Stability Novelty © Florian Vollmer, 2014 – www.florianvollmer.com
  77. 77. Vision Culture Innovation Growth Stock Value Investment & Focus Intervention Point for Design Value of Design Inspiration: Marty Neumeier, The Designful Company
  78. 78. Design Marketing General Manager Strategy Capital Organization Processes & Tech Go-to-market Distribution Pricing/ Financials Product/ Service Packaging Branding Go-to-market Distribution Pricing/ Financials Product/ Service Packaging Branding Product/ Service Packaging Branding Inspiration: Louis Kim, VP Advanced Platform Group, HP © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  79. 79. Planning & Process FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  80. 80. Design Thinking © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  81. 81. 1 % Idea © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  82. 82. Language © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  83. 83. Decision Making Tools © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  84. 84. Facilitation FLORIANVOLLMER
  85. 85. Waterfall Agile © Florian Vollmer, 2014 – www.florianvollmer.com
  86. 86. Co-Designing © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  87. 87. Service in Beta © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  88. 88. Prototype Beta Measure Beta © Florian Vollmer, 2014 – www.florianvollmer.com Measure 1.0 FLORIANVOLLMER
  89. 89. Stakeholder Activation technologists training IT marketing business operations brand © Florian Vollmer, 2014 – www.florianvollmer.com
  90. 90. Creating a Joint Vision © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  91. 91. Execution FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  92. 92. 1 % Idea © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  93. 93. 10 % Plan © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  94. 94. Integration © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  95. 95. Storytelling © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  96. 96. Activation © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  97. 97. Project FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  98. 98. © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  99. 99. Dialog Style FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  100. 100. Ask © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  101. 101. @florianvollmer #servicedesign © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  102. 102. www.florianvollmer.com © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  103. 103. For the End FLORIANVOLLMER © Florian Vollmer, 2014 – www.florianvollmer.com
  104. 104. © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER
  105. 105. © Florian Vollmer, 2014 – www.florianvollmer.com FLORIANVOLLMER

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