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Service design, the next ten years

What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17

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Service	design,	the next ten years
Marzia	Arico
Head	of Insight
Livework
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TAX
HOTEL
Consumer lifecycle
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travelling
leaving
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TAX
HOTEL
Consumerlifecycle departing
travelling
leaving
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STUDIO INSIGHT
Learnings
Intelligence
Practice &
validation
Livework Insight
Livework © 2017 @marziaarico
Livework Insight
CONSUMER
3 Domains
Livework © 2017
DIGITAL SERVICES
Experience | Relationship | Behaviour
Strategy | Design | InnovationTransformation | Holistic Design
CONSUMER
Livework © 2017
DIGITAL SERVICE
Experience | Relationship | Behaviour
Strategy | Design | InnovationTransformation | Holistic Design
Service
Adoption
Behavioural
Economics
Service
Innovation
Improvement
Optimisation
Humanising
Digital
Relationships
Livework Insight
3 Domains, 5 Themes
CONSUMER
Livework © 2017
DIGITAL SERVICE
Experience | Relationship | Behaviour
Strategy | Design | InnovationTransformation | Holistic Design
Service
Adoption
Behavioural
Economics
Service
Innovation
Improvement
Optimisation
Humanising
Digital
Relationships
Servitization
Smart
Services
Rational
Overrides
Nudges
Goodwill
CRX
Customer
Adoption
Livework Insight
3 Domains, 5 Themes, 7 Topics
The future of services
and design?
Livework © 2017 @marziaarico

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Service design, the next ten years

  • 1. Service design, the next ten years Marzia Arico Head of Insight Livework Your picture here
  • 2. TAX HOTEL Consumer lifecycle departing travelling leaving next trip TAX HOTEL Consumerlifecycle departing travelling leaving nexttrip STUDIO INSIGHT Learnings Intelligence Practice & validation Livework Insight Livework © 2017 @marziaarico
  • 3. Livework Insight CONSUMER 3 Domains Livework © 2017 DIGITAL SERVICES Experience | Relationship | Behaviour Strategy | Design | InnovationTransformation | Holistic Design
  • 4. CONSUMER Livework © 2017 DIGITAL SERVICE Experience | Relationship | Behaviour Strategy | Design | InnovationTransformation | Holistic Design Service Adoption Behavioural Economics Service Innovation Improvement Optimisation Humanising Digital Relationships Livework Insight 3 Domains, 5 Themes
  • 5. CONSUMER Livework © 2017 DIGITAL SERVICE Experience | Relationship | Behaviour Strategy | Design | InnovationTransformation | Holistic Design Service Adoption Behavioural Economics Service Innovation Improvement Optimisation Humanising Digital Relationships Servitization Smart Services Rational Overrides Nudges Goodwill CRX Customer Adoption Livework Insight 3 Domains, 5 Themes, 7 Topics
  • 6. The future of services and design? Livework © 2017 @marziaarico
  • 7. The end of service design as we know it. Livework © 2017 @marziaarico
  • 10. Four drivers of change. Livework © 2017 @marziaarico
  • 11. Livework © 2017 @marziaarico Liquid Sectors & Fluid Consumers Playing with Data Analytics The Human OS CX Capability Building
  • 12. Livework © 2017 @marziaarico Liquid Sectors & Fluid Consumers Sector boundaries are no longer relevant for businesses and consumers. Assisted by smart tech consumers are becoming ever more flexible.
  • 13. Livework © 2017 Consumer expectations are transferred from one sector to another. From a business perspective a big threat is being disrupted by a company from another sector. Liquid Sectors
  • 14. Livework © 2017 Services like Flipper or Trim automatically switch consumers to a better service offer. Switching can be done at an instant with no effort, driving churn rates. This means designers will have to attract customers by appealing to an AI rather than a person. With more tasks from consumers being delegated to AI bots service design needs to create Machine Readable Services. News that can be read by a software bot, propositions that appeal to switching services. Fluid Consumers
  • 15. Livework © 2017 @marziaarico Playing with Data Analytics As we build more connected smart things that observe and measure us and our world, the relationship that design, functionality, and experience have with real-time data analytics will grow. So designers will need to learn how to play with data scientists.
  • 16. Livework © 2017 Crowd management Livework is working together with the municipality of Amsterdam to connect qualitative data with crowd management numbers. People experience streets to get busier, but the numbers do not show a rise in visitors. We use qualitative insight to uncover what causes the change in experience. And translate it back to measurable factors.
  • 17. Livework © 2017 By the way IDEO just bought Data Scope
  • 18. Livework © 2017 @marziaarico The Human OS Cognitive and behavioral science is pervading design to truly understand people and their needs and design for behavioral change
  • 19. Behavioral Intervention DesignLivework © 2017 Create holistic behavioral interventions by designing multiple small nudges across the customer journey Facilitating slow deliberative thinking by designing rational overrides into a customer experience
  • 21. Designing the customer relationship experience Livework © 2017 By designing the right relational interactions into a customer journey we can drive loyalty and motivate customers to become ambassadors and co-creators to a brand or company.
  • 22. Designing the customer relationship experience Livework © 2017 For Vorwerk Livework used a relational design approach to activate customers and engage them in content creation, customer service, marketing and sales. Users create and share recipes through the community, service each other’s machines, recommend the Thermomix to friends, and some even buy the product for others. Co-designer customer providing feedback & ideas Co-marketer customer as ambassador Buyer customer buying product for others Co-producer customer provides resources or services other customers
  • 23. Livework © 2017 @marziaarico CX Capability Building Organizations virtually across any sector have been, and are increasingly, investing in developing internal CX capabilities at scale.
  • 24. Livework © 2017 @marziaarico CX Capability Building: Maturity Levels cx maturity = 0 cx maturity = 1 cx maturity = 2 cx maturity = 3 cx maturity = 4 cx maturity = 5 trying doing coordinating strategizing innovating Cx Improvement Cx Capability building
  • 25. Livework © 2017 @marziaarico CUSTOMER EXPERIENCE As an afterthought Relevant Designed and managed Integrated As the core STAFF BEHAVIOR AND MINDSET Role based Service reflex Journey reflex Lifecycle reflex Co-creative reflex CX CAPABILITIES AND PRACTICES Rare Fragmented Working together Aligned Omnipresent TRYING DOING STRATEGIZINGCOORDINATING INNOVATING
  • 26. The Future of Service Designers Livework © 2017 @marziaarico
  • 27. Livework © 2017 @marziaarico
  • 28. Livework © 2017 @marziaarico Translator Bridges data analytics and organisational needs to service design Skills: organisational empathy, strategy, data literacy
  • 29. Livework © 2017 @marziaarico Relationship Designer Design relationships and personalities of tech people interact with Skills: playwright, psychology, machine empathy.
  • 30. Livework © 2017 @marziaarico ADD PICTURE OF ROBOT CITIZEN OF SAUDI
  • 31. Livework © 2017 @marziaarico Behaviour Designer Designs experiences that guide human behavior. Skills: cognitive & behavioral science, design ethics
  • 32. Livework © 2017 @marziaarico Visualiser Simplifies and visualises ideas, concepts, experiences and processes to enable different stakeholders to grasp complex subjects. Skills: illustrations, synthesis, simplification.
  • 33. Livework © 2017 @marziaarico
  • 34. Livework © 2017 Thank You and Good Luck! marzia@liveworkstudio.com www.liveworkinsights.com @marziaarico