SDOA 2.1 Service Design – An In-Depth Primer

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This presentation covers key aspects of the emerging practice of Service Design. SDOA – Service Design and Organizational Activation. Enhanced lecture course Gatech 2012, Industrial Design. This presentation is part of the "breadth" part of the lecture series - designed to give service design students an understanding of business-relevant tools and concepts.

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SDOA 2.1 Service Design – An In-Depth Primer

  1. 1. www.florianvollmer.com@florianvollmer Service Design – A Primer
  2. 2. Intro © Florian Vollmer, 2012 – www.florianvollmer.com
  3. 3. Nothing is Stable. © Florian Vollmer, 2012 – www.florianvollmer.com
  4. 4. Design Commoditization. © Florian Vollmer, 2012 – www.florianvollmer.com
  5. 5. Open-Source Design. © Florian Vollmer, 2012 – www.florianvollmer.com
  6. 6. Threats to Traditional Value Generation. © Florian Vollmer, 2012 – www.florianvollmer.com
  7. 7. What is Design? © Florian Vollmer, 2012 – www.florianvollmer.com
  8. 8. Eames?
  9. 9. Droog?
  10. 10. Starck?
  11. 11. Tizio?
  12. 12. iDrive?
  13. 13. designis to designthe designof a design (John Heskett) © Florian Vollmer, 2012 – www.florianvollmer.com
  14. 14. Value? © Florian Vollmer, 2012 – www.florianvollmer.com
  15. 15. What do you value? © Florian Vollmer, 2012 – www.florianvollmer.com
  16. 16. why? © Florian Vollmer, 2012 – www.florianvollmer.com
  17. 17. What is Service? © Florian Vollmer, 2012 – www.florianvollmer.com
  18. 18. FedEx?
  19. 19. The Plumber?
  20. 20. Virgin Atlantic?
  21. 21. USPS?
  22. 22. The W Hotel?
  23. 23. A Blurry Line © Florian Vollmer, 2012 – www.florianvollmer.com
  24. 24. Amazon.
  25. 25. Drinks at a Restaurant.
  26. 26. Harrods.
  27. 27. Service Adds Value.
  28. 28. Service Product Brand © Florian Vollmer, 2012 – www.florianvollmer.com
  29. 29. Service Is Value.
  30. 30. WhyService Design? © Florian Vollmer, 2012 – www.florianvollmer.com
  31. 31. 80% 20%
  32. 32. Managers Planners © Florian Vollmer, 2012 – www.florianvollmer.com
  33. 33. Managing & Planning for Complexity © Florian Vollmer, 2012 – www.florianvollmer.com
  34. 34. Relationships. © Florian Vollmer, 2012 – www.florianvollmer.com
  35. 35. Service Design Experience Design © Florian Vollmer, 2012 – www.florianvollmer.com
  36. 36. Service DesignService ManagementService Design © Florian Vollmer, 2012 – www.florianvollmer.com
  37. 37. Service Design Service Marketing © Florian Vollmer, 2012 – www.florianvollmer.com
  38. 38. Service Design Industrial Design © Florian Vollmer, 2012 – www.florianvollmer.com
  39. 39. Service Design HCI © Florian Vollmer, 2012 – www.florianvollmer.com
  40. 40. Service Design“Design Thinking” © Florian Vollmer, 2012 – www.florianvollmer.com
  41. 41. Intermission.
  42. 42. Characteristics. © Florian Vollmer, 2012 – www.florianvollmer.com
  43. 43. Systems-Oriented. © Florian Vollmer, 2012 – www.florianvollmer.com
  44. 44. Taming Complexity. © Florian Vollmer, 2012 – www.florianvollmer.com
  45. 45. Multiple Stakeholders. © Florian Vollmer, 2012 – www.florianvollmer.com
  46. 46. Depending on Facilitation. © Florian Vollmer, 2012 – www.florianvollmer.com
  47. 47. Requires a Multi-Facetted Designer. © Florian Vollmer, 2012 – www.florianvollmer.com
  48. 48. Understanding of Business Processes. © Florian Vollmer, 2012 – www.florianvollmer.com
  49. 49. Is Acting from Empathy and User Insights. © Florian Vollmer, 2012 – www.florianvollmer.com
  50. 50. Relying on Ethnographic Practices. © Florian Vollmer, 2012 – www.florianvollmer.com
  51. 51. Delivered by: Humans © Florian Vollmer, 2012 – www.florianvollmer.com
  52. 52. Delivered by: Interfaces © Florian Vollmer, 2012 – www.florianvollmer.com
  53. 53. Moving from OR to AND © Florian Vollmer, 2012 – www.florianvollmer.com
  54. 54. Moving from OR to AND © Florian Vollmer, 2012 – www.florianvollmer.com
  55. 55. Human Interface User © Florian Vollmer, 2012 – www.florianvollmer.com
  56. 56. Service Activation = Organizational Activation © Florian Vollmer, 2012 – www.florianvollmer.com
  57. 57. Service Activation = Organizational Activation. Create Believe. Prepare. Create Ownership. Enable Memory. © Florian Vollmer, 2012 – www.florianvollmer.com
  58. 58. Principles. © Florian Vollmer, 2012 – www.florianvollmer.com
  59. 59. Focus on the Human. © Florian Vollmer, 2012 – www.florianvollmer.com
  60. 60. Co-Create. © Florian Vollmer, 2012 – www.florianvollmer.com
  61. 61. Sequencing. © Florian Vollmer, 2012 – www.florianvollmer.com
  62. 62. Evidencing. © Florian Vollmer, 2012 – www.florianvollmer.com
  63. 63. Holistic & System-Integrated. © Florian Vollmer, 2012 – www.florianvollmer.com
  64. 64. Holistic & System-Integrated.
  65. 65. Taxonomy. © Florian Vollmer, 2012 – www.florianvollmer.com
  66. 66. Clients Business Model Canvas Stakeholder Maps Customer Lifecycle Maps Expectation Maps The Five Whys (*) Storyboards Co-Creation Design Scenarios Research Creativity in the Life A Day Planning Execution What if… (*) Service Blueprints Service PrototypesService Safaris Storytelling Agile Development Customer Journey Desktop Walkthrough Maps Personas Service Staging Contextual Interviews Shadowing Mobile Ethnography Internal © Florian Vollmer, 2012 – www.florianvollmer.com
  67. 67. Meaning. © Florian Vollmer, 2012 – www.florianvollmer.com
  68. 68. Codifying the Meaning of Services. © Florian Vollmer, 2012 – www.florianvollmer.com
  69. 69. Analyze Refine Design Service Designer Communicate Service Designer { Visibility } { } Organization Meaningful Service ExperienceFulfillment Passion &Customer The Why Sense of Ownership Front Stage Analyze Actor Service Designer © Florian Vollmer, 2012 – www.florianvollmer.com
  70. 70. Global Humanity System of Group Systems System IndividualIntervention Experience © Florian Vollmer, 2012 – www.florianvollmer.com
  71. 71. Process. © Florian Vollmer, 2012 – www.florianvollmer.com
  72. 72. Problem Solution Design © Florian Vollmer, 2012 – www.florianvollmer.com
  73. 73. Waterfall Agile © Florian Vollmer, 2012 – www.florianvollmer.com
  74. 74. Prototype Beta Measure Beta Measure 1.0 © Florian Vollmer, 2012 – www.florianvollmer.com
  75. 75. Ingredients. © Florian Vollmer, 2012 – www.florianvollmer.com
  76. 76. mCommerce Customer Product Social Environment Sales eCommerce PresentationTraditional Media Engagement OwnershipMedia Experience © Florian Vollmer, 2012 – www.florianvollmer.com
  77. 77. © Florian Vollmer, 2012 – www.florianvollmer.com
  78. 78. Pre-Service Service Period Post-Service © Florian Vollmer, 2012 – www.florianvollmer.com
  79. 79. Back-Stage Front-StageUser Experience © Florian Vollmer, 2012 – www.florianvollmer.com

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