How_to_innovate_in_service.pdf

1 / © Engine Service Design 2021 | engineservicedesign.com
POINTS
ENGINE
1 / © Engine Service Design 2020
James Samperi | Managing Director
engineservicedesign.com
The Service
Design Consultancy
Customer driven
transformation

“For any who seek to
improve their services,
let this book be your
design-led guide. It
will enable you to
truly transform your
service, by staging
engaging, personal,
memorable and even
beautiful experiences’.
Joseph Pine II, co-author, The
Experience Economy

The 6 challenges that prevent organisations from
executing customer-inspired innovation projects.
How service design approaches can help unlock
organisation potential and get more of the right
services to market faster.

Service design is an approach that can
be applied to many business, customer
or citizen problems.
It’s a design-led approach to equipping
organisations with the means to deliver
more useful, usable and desire services
that create more value customers and
your business.

Create
the culture
Design the
experience
Build the
capability
Define the
enablers
DESIGN-LED
CHANGE

Operational cost saving delivered from the
'Foundation’ phase of implementation.
MyService bookings since 2012.
(Estimated based on UK sales between 2012 and 2017).
Increase in transactional NPS (-8 to +20)
28pt
$90m
+2.5m
Your service is working
but not well enough.
You need to think differently
to stay ahead.
You have an opportunity
to do something that’s
not been done before.
FIX
RE-IMAGINE
INNOVATE

To design and execute great
services and customer experiences,
you must overcome 6 challenges.
An outside-in strategy
Actionable vision
Fast and slow thinking
Design for Emotion
Distinctiveness
Change

The challenge of
emotions
The challenge of
vision
The challenge of
beauty

Emotions
The challenge of:
1

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Businesses tend
to see things from
their perspective
not their customers
• Wasted effort and resources
• Your create more work for yourselves
• Efforts get duplicated
• Your perception is misaligned from what
your value is to customers
• You have to work harder to make profit

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Healthcare
insurers
Optimised for
reducing fraud not
being there for some
of the most stressful
moments of our lives.

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Lemonade
• Fixed fee of 20%
• P2P premium pool
• 40% of premiums unclaimed
and go to a customers
designated charity
• 81% of customers are aged
between 25-44
• 87% have never purchased
insurance before

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Emotions can
restrict their
ability to make
the right decisions
for their
customers
• Mismatch between perception and reality.
• Assumption and long standing logic can
make it difficult to change.
• A fear of the unknown and a reluctance to
do things differently.
• Too focused on designing for people like
them.

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‘Good service is co-
produced by organisations
and consumers. Therefore,
quality is a product of use -
not just design and as such
is highly variable’
Customer Driven Transformation, Heapy, King,
Samperi 2018

POINTS
THOUGHTS & QUESTIONS?
WHAT EMOTIONS DO
YOU SUCCESSFULLY
AND CONSISTENLY
DESIGN FOR TODAY?

Vision
The challenge of:
2

POINTS
Health insurance provider
Objectives and targets £500K in new policies under risk by Q4 next year
Statement of intent or
mission statement
Be the worlds most trusted health insurer
Corporate strapline 'Working to make you well’
Action Plan
• Build a customer culture programme
• Develop our partnership capability
A VISION? …

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A lack of a clear
and motivating
vision for your
customers and
that motivates
the whole
business.
• Lack of common understanding across the
business
• Lack of commitment as it’s not compelling
enough
• A vision is a beginning not an end
• A lack of clarity on timeframes
• A lack of clarity on how it gets delivered
• A lack of accountability and responsibility to
make it happen

POINTS
Distinctiveness
helps cement your
value in the eyes
of customers, will
keep them coming
back and may
mean they spend
more with you.
• It’s no longer what you say you do, it’s what
you do that counts.
• There’s no understanding on what a
distinctive proposition in your market and for
your customers.
• Mis-matching distinctiveness for your
customers to you business strengths.
• Not sticking to your principles and holding
each other to account.

Create a compelling
vision that can be built
Service design can help you:

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1. Easy to understand
2. Quick and efficient
3. Scaleable
4. Flexible
5. De-centralised
6. Foster innovation
7. Compliment existing ways of working
8. Last longer than ideas
9. Create deeper understanding
Matt Watkinson, The Ten Great Principles
behind great customer experiences
LIVE WELL FOR LESS

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31 / © Engine Service Design 2020 / enginegroup.co.uk

POINTS
xxxx
32 / © Engine Service Design 2020 / enginegroup.co.uk

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YOU KNOW
HOW TO BUILD
IT AND IN WHAT
ORDER
v

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“We make 5dhs per hour”

“We make 5dhs per hour”
FREE & FAST

‘The best way to create
you vision is to visualise
the experience that will be
of most value, both to your
customers and your
business, three to five
years from now”
Customer Driven Transformation, Heapy, King,
Samperi 2018

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THOUGHTS & QUESTIONS?
WHAT ROLE DOES VISION PLAY
IN YOUR DESIGN PROJECTS
TODAY?

Beauty
The challenge of:
3

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We know what
beautiful products
are but what are
beautiful services?
• Beauty is in the eye of the beholder
• You have to understand what would make
your service beautiful by understanding
pain-points for customers but also their
unmet needs.
• An exceptional service or experience can still
be delivered within constraints.

When you think of
beauty in design you
may think of….

1. Be easy to find
2. Clearly explains its purpose
3. Sets the right expectations
4. Enables you to complete what you set out to do
5. Works in familiar way
6. Requires no prior knowledge to use
7. Should be agnostic of organisation
8. Minimum steps to complete
9. Be consistent
10. Have to dead ends
11. Encourage the right behaviours in the users
12. Responds to change quickly
13. Explains why a decision has been made
14. Make it easy to talk to someone
1. Nurturing
2. Collaborative
3. Integrity
4. Harmonious
5. Reliable
6. Thoughtful
7. Elegance
8. Aesthetic
9. Helpful
10.Relational
11.Equipped
12.Distinct
13.Timely
Louise Downe, Good Services
HOW…

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‘Some people think design
means how it looks. But if
of course, if you dig a bit
deeper it’s really how it
works’
Steve jobs, former CEO, APPLE

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1
Join a
boarding group
2
Notified of the
time to board
3
Return within
2 hours
4
Which entry to go
to & contactless
entry

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‘Service is time well saved,
experiences are times well
spent’
Joe Pine II, Co-author Experience Economy

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Virgin Hotels
“exclusivity for everyone”

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“exclusivity for everyone”

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“The art of the invisible”

“Some people think design
means how it looks. But of
course, if you dig deeper, it’s
really how it works.”
Gary Wolf. “Steve Jobs: The Next Insanely Great Thing”. Article.
Wired Magazine. February 1996.

How_to_innovate_in_service.pdf

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