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“The Marketing Summit I”
Break-out 1
14:00 – 15:00
Service Design: Defining holistic yet differentiating
strategies in the...
DEFINING HOLISTIC
YET DIFFERENTIATING STRATEGIES
THROUGH SERVICE DESIGN
BATTLE FOR RELEVANCE
MAY 14TH
USER EXPERIENCE DESIGN
MARKETING
DIGITAL AGENCY
The times they are a changin’
ENTER YOUR CHAPTER NUMBER
What we all too often get…
relevance
the condition of being relevant or connected with the matter at hand…
BEING CONNECTED
the matter at hand…
improving user experiences is not only about
getting people in the showroom to look at a car
or out of...
A CUSTOMER PERSPECTIVE
A CUSTOMER PERSPECTIVE
Phase A
DiscoveR
Identify existing touchpoints, models, and KPIs
Phase A
Explore
Identify emotional states and touchpoints
Identify pain points
Phase A
MODEL
Phase A
DEFINE
Design new service touchpoints and data requirements
the matter at hand…
is people [period]
THE CHALLENGES AHEAD
insights
versus
numbers
goods are platforms or appliances […] best
viewed as distribution mechanism for
services […]
people are curating their feeds more and
more
companies that excel at bringing
personalization together with service and
r...
expectations outpace brand’s imagination &
investments
the expectations are increasing all the time…
how can be provide ex...
Becomepartoftheir
behaviour...
MOBILEPAYMENTSDEVICES
RFIDSmartphones,iWatch,Fuelband,...
Automatedlocationtaggingon
spend
...
what’s our way in?
where is the gap?
where is the friction?
a new mandate
it’s the long ideas that set the whole tone
of the day – temperature, currents, depths
it’s the long ideas that last
(Bran...
The “forgotten discipline”
ENTER YOUR CHAPTER NUMBER
HARMONY
user experience design
or
customer experience design
or
service design
rather consider it to be service design
thinking…
WHAT MATTERS THE MOST
 It’s a design framework
 We need to
• visualise
• formulate
• Choreograph
• watch & interpret beh...
HOW WE DO IT
behaviour driven
user-centered design
making it tangible
visualisation & prototyping
participatory design
holistic design
micro design
A LITTLE MORE ON OUR
FRAMEWORK
ENTER YOUR CHAPTER NUMBER
During our projects…
We focus first and foremost on the end result, being the customer
experience.
The customer experience...
advertising app
e-mail
newsletter
customer slide deck
video
e-toolkit
website
facebook*
slide deck app - i
(internal aware...
EXPLORE
investigating the potential solutions and validating
them against the parameters (and KPI’s) that have
been define...
DEFINE
creating the experience and detailing it
ASSESS & EVALUATE
reviewing & evaluating the solutions ; continuously
improving the solution
OVERALL PROCESS & ACTIVITIES
OUR FAVORITE TECHNIQUES
We love to collaborate and work together.
Internally, or with the customer stakeholders to
achieve...
A MODULAR FRAMEWORK
FOR THE PETITE
For the smaller projects, we make a selection of techniques we wish to
apply that fits ...
A modular framework
For the big ones (1)
If the strategy of the digital presence is questioned, we set-up a close
collabor...
A modular framework
For the big ones (2)
For larger projects (when the strategy has been defined), it is also
necessary to...
TECHNIQUES EXEMPLIFIED
ENTER YOUR CHAPTER NUMBER
OVERVIEW
 Design in a day
 Digital Strategy: defining the ground rules
 Digital Strategy: mental modelling
 Shopper pa...
participatory design
visualisation & prototyping
user-centered design
Example
Design in a day (almost)
INSIGHT
As an entertainment partner, we bring rich content to our customers…
However, with our growing offer, we also need...
Persona1- John, acabdriver…Duetohisirregular workinghours, Josisnot alinear viewer. Helikes
tosit down&enjoywwhatever meet...
Example
Digital strategy (1)
participatory design
visualisation & prototyping
user-centered design
holistic approach
INSIGHT
As an HR-service provider, we’ve not kept up with our customer’s pace
and expectations. Information, products and ...
de#
ondernemer
primaire'rollen
Zaakvoerder
Financieel:'CFO'/'Aankoper'/'Medewerker
HR'services:'HR'professional'/'Jurist'/...
TECHNOLOGY REQUIREMENTS GOVERNANCE & PROCESSES
CONTENT STRATEGYUSER EXPERIENCE STRATEGY (IA)
A single entrance A single en...
Example
Digital strategy (2)
participatory design
visualisation & prototyping
user-centered design
holistic approach
INSIGHT
As a finance products & service provider, we’re (still) recovering from
the financial crisis. As our products are ...
TARGET MODEL
visualisation & prototyping
user-centered design
EXAMPLE
SHOPPER MARKETING
INSIGHT
As an entertainment partner, we focused so hard on our digital
presence the last years that we need to verify if y...
BUDGET
LENET RETAIL PILOT OVERVIEW
ATWILLTHISPILOTDO
pilot project isdesignedtotest newstoreformatsanddesignconceptsquickl...
You need to offer clever substance…
QUESTIONS?
THANKS FOR
YOUR ATTENTION
These Days Y&R
Generaal Lemanstraat 47 box 2, 2018 Antwerp (Belgium) - T +32 (0) 3 286 44 50 - F...
REFERENCES
 http://campaigndock.com/nl/wat-hebben-marketing-automation-en-
service-design-gemeen/
 http://www.blastradiu...
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance
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Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance

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Marketing summit - Service design defining holistic yet differentiating strategies in the battle for relevance

  1. 1. “The Marketing Summit I” Break-out 1 14:00 – 15:00 Service Design: Defining holistic yet differentiating strategies in the battle for relevance Mieke Daniels, Head of UX Design, These Days Y&R
  2. 2. DEFINING HOLISTIC YET DIFFERENTIATING STRATEGIES THROUGH SERVICE DESIGN BATTLE FOR RELEVANCE MAY 14TH
  3. 3. USER EXPERIENCE DESIGN MARKETING DIGITAL AGENCY
  4. 4. The times they are a changin’ ENTER YOUR CHAPTER NUMBER
  5. 5. What we all too often get…
  6. 6. relevance the condition of being relevant or connected with the matter at hand…
  7. 7. BEING CONNECTED
  8. 8. the matter at hand… improving user experiences is not only about getting people in the showroom to look at a car or out of the showroom after purchasing a car
  9. 9. A CUSTOMER PERSPECTIVE
  10. 10. A CUSTOMER PERSPECTIVE
  11. 11. Phase A DiscoveR Identify existing touchpoints, models, and KPIs
  12. 12. Phase A Explore Identify emotional states and touchpoints Identify pain points
  13. 13. Phase A MODEL
  14. 14. Phase A DEFINE Design new service touchpoints and data requirements
  15. 15. the matter at hand… is people [period]
  16. 16. THE CHALLENGES AHEAD
  17. 17. insights versus numbers
  18. 18. goods are platforms or appliances […] best viewed as distribution mechanism for services […]
  19. 19. people are curating their feeds more and more companies that excel at bringing personalization together with service and reliability will have excellent retention because they make life simpler and better for their customers
  20. 20. expectations outpace brand’s imagination & investments the expectations are increasing all the time… how can be provide experiences that are personalised and efficient?
  21. 21. Becomepartoftheir behaviour... MOBILEPAYMENTSDEVICES RFIDSmartphones,iWatch,Fuelband,... Automatedlocationtaggingon spend Automateddatacalculators checkingcostsofdriving. Lifestylespecificservicesthat conformtoyourroutines Safetospendservicesthat understandyourgoalsand habitsandarewhereyouneed it mobility and the digital invisible
  22. 22. what’s our way in? where is the gap? where is the friction?
  23. 23. a new mandate
  24. 24. it’s the long ideas that set the whole tone of the day – temperature, currents, depths it’s the long ideas that last (Branislav Peric, Senior Strategy Director, Blast Radius Paris)
  25. 25. The “forgotten discipline” ENTER YOUR CHAPTER NUMBER
  26. 26. HARMONY
  27. 27. user experience design or customer experience design or service design rather consider it to be service design thinking…
  28. 28. WHAT MATTERS THE MOST  It’s a design framework  We need to • visualise • formulate • Choreograph • watch & interpret behaviour to create solutions that fit the behaviour  User-centred, co-creative, sequencing, evidencing, holistic
  29. 29. HOW WE DO IT
  30. 30. behaviour driven user-centered design
  31. 31. making it tangible visualisation & prototyping
  32. 32. participatory design
  33. 33. holistic design
  34. 34. micro design
  35. 35. A LITTLE MORE ON OUR FRAMEWORK ENTER YOUR CHAPTER NUMBER
  36. 36. During our projects… We focus first and foremost on the end result, being the customer experience. The customer experiences defines and measures the overall satisfaction a customer has when using a product or system. A high level of satisfaction occurs when customers find the product useful, appealing and usable – defining an engaging experience. Customer Experience Design tries to optimize the touch points around how people can, want or need to interact, rather than forcing them to change their behaviors to accommodate to a product or system. We deploy service design thinking techniques in this process to define relevant experiences…
  37. 37. advertising app e-mail newsletter customer slide deck video e-toolkit website facebook* slide deck app - i (internal awareness) training a sales call demo sample clinical study press release advertisment event give-away in-service app CATH lab poster tender spec sheet product brochure HF risk calculator patient vlog booth patient blog* twitter* TouchPoints We identify the manners of interacting with Ingenio, during different phases of experiencing the product. touch point Namahn – Exploring new ways of product mediation for Boston Scientific © 2011, contact bv@namahn.com * could also be labelled “social media”, attract inform buy implant (use) patient follow- up retain Great idea! Let’s focus on this one! Has potential, need to investigate how and what to improve Let’s not focus on this one for now. INSPIRE gaining insights in the customer, the business/marketing context the digital ecosystem (e.g. analytics,…), the competition … to define the best digital path forward
  38. 38. EXPLORE investigating the potential solutions and validating them against the parameters (and KPI’s) that have been defined for a specific project context
  39. 39. DEFINE creating the experience and detailing it
  40. 40. ASSESS & EVALUATE reviewing & evaluating the solutions ; continuously improving the solution
  41. 41. OVERALL PROCESS & ACTIVITIES
  42. 42. OUR FAVORITE TECHNIQUES We love to collaborate and work together. Internally, or with the customer stakeholders to achieve a fast result, in line with all expectations. We love whiteboards for sketching – enabling us to visualize ideas early on in the process. Diagrams and flows bring to life the user’s flow. We love the concrete representation of ideas.
  43. 43. A MODULAR FRAMEWORK FOR THE PETITE For the smaller projects, we make a selection of techniques we wish to apply that fits the customer’s request and the scope of the project. For a small website project (with a complete briefing available), we perform a small study and move relatively quickly to wireframes and a structural model of the website. We annotate the wireframe and are available during the development process for additional support.
  44. 44. A modular framework For the big ones (1) If the strategy of the digital presence is questioned, we set-up a close collaboration with the strategic planning team and create a service blueprint that encompasses the strategy and concept for the new digital presence... For this type of projects, we prefer an interactive and highly iterative approach: workshops with a broad stakeholder representation to come to a mutual understanding and agreement of the future concept.
  45. 45. A modular framework For the big ones (2) For larger projects (when the strategy has been defined), it is also necessary to use an iterative and interactive approach that is closely monitored by the project manager. Tasks are more diverse in this case, and involve multiple parties, so the delivery stages within the project become more distinct and dedicated to intermediate deliverables that need a formal sign-off… Again, we make a considerate selection of techniques that we use during the various project delivery stages.
  46. 46. TECHNIQUES EXEMPLIFIED ENTER YOUR CHAPTER NUMBER
  47. 47. OVERVIEW  Design in a day  Digital Strategy: defining the ground rules  Digital Strategy: mental modelling  Shopper path design
  48. 48. participatory design visualisation & prototyping user-centered design Example Design in a day (almost)
  49. 49. INSIGHT As an entertainment partner, we bring rich content to our customers… However, with our growing offer, we also need to help our customers to cross newly introduced barriers choice overload little guidance SOLUTION instant discovery in-depth exploration
  50. 50. Persona1- John, acabdriver…Duetohisirregular workinghours, Josisnot alinear viewer. Helikes tosit down&enjoywwhatever meetshispreferences... Johncomeshomeearlyintheevening... Hesitsdowninhisfavoritechair.HetakeshisiPad bythehandtostart lookingfor somethingto watch... OnhisTelenetDiscoveryapp,heseesanumber of recommendations,basedonhispreferences... HeswipeshisselectiontowardstheTV.Themovie imediatelystartsplaying... Johnreceivesanewsletter inhisinbox. Thecontent ispersonalised,basedonhis preferences.He'sasports&serieslover! Hereadstheintroonthesoontobeexpectedfourth seasonof gameof thrones.Heclicksthrough... Hereadsthroughthelongcontent andisamazedto seethereisalongsynopsisavailableof the previousseasons.Hemarksthisasfavouriteand soontoreadcontent. Hisattentioniscaught byatoptenof remarkable goalsthisseason(Sporting). Heclicksthroughandenjoysthebrief momentsof amazement (video). Persona2- Daisy, youngmamaof threekidsenjoysher eveningprogrammes... Shetriestoorganise her tasksandthekid'sroutinetoensureshedoesn't missa"Girls" moment. Whilereadingher friend'supdatesonFacebook, Daisynoticesapost about moviefor kidsduring springbreak... Sheclicksthroughandreadsthefullarticleon thesefunmoments&crazymoviesfor her family. Shemarkstheseasher favorite,soit'llbeeasyto recallwhat toseewhenarainyafternoon'llpresent itself thisweek It'sthat dayof themonth…Daisyfoundher Telenet invoiceinher mailboxtoday... Ontheinvoice,shenoticesamessageabout a Telenet Plopsaevent duringEaster break. Shequicklyconsultsthepage(Snap!) andregisters tothisevent. Shesharesher funwithfriendsonFacebook. Onerainyafternoon,shechecksher digicorder's favorite.Together withthekids,theyquickly decideonwhat towatch. Persona3- Youngprofessional Ferreiskeenonexploringandlearningabout thelatest andthe newest. He'sour futurecontent consumer, expectingimmediateactionandvisionaryexperiences. Ferreissurprised!Telenet tweetsabout theFuture of TVandasksitsfollowerswhat theythinktobe next. Hefollowsthelinksandenter theSnapTest Labfor FutureTV. Heregisterssohecanparticipateinthediscussion, reviewproduct previews andrateproduct ideas... 9Liveshasafeaturedcontent articleontheten HeclicksthroughandreadsthefullarticleonSnap. Heseesalist of"HandyApps"forsmartphonesby HewatchesaTriingvideo. HeoptsintheTelenet newsletter tostayinformed ontheTelenet experiencesingeneral. DISCOVER ACT DISCOVER INSPIRE ATTRACT DISCOVER ACT ATTRACT DISCOVER ATTRACT DISCOVER ACT ATTRACT DISCOVER ACT
  51. 51. Example Digital strategy (1) participatory design visualisation & prototyping user-centered design holistic approach
  52. 52. INSIGHT As an HR-service provider, we’ve not kept up with our customer’s pace and expectations. Information, products and service have organically grown from within the organisation… Although customer interaction is key to our day-to-day working, there is little insight in how to better atune our offer to their needs. In our silo-d organisation, there is little ownership of digital services. SOLUTION ground rules for digital entities a manageable growth-model governance & fulfilment model
  53. 53. de# ondernemer primaire'rollen Zaakvoerder Financieel:'CFO'/'Aankoper'/'Medewerker HR'services:'HR'professional'/'Jurist'/'Medewerker ICT:'CTO'/'Medewerker secundaire#rollen Medewerker Bestuurslid de# ondernemer primaire'rollen Boekhouder'/'Medewerker' ter3aire#rollen Journalist Werkzoekende Controle8arts
  54. 54. TECHNOLOGY REQUIREMENTS GOVERNANCE & PROCESSES CONTENT STRATEGYUSER EXPERIENCE STRATEGY (IA) A single entrance A single entrance A single entranceA single entrance . Human, with a digital wink Complexity at ease Complexity at ease Embrace content richness Embrace content richness Embrace content richness Accessible & comprehensible Accessible & comprehensible Accessible & comprehensible Professional familiarity Professional familiarity A personal approach A personal approach Starting the conversation Starting the conversation Predictable trust Digital dynamics Digital dynamics Information scent Information scent
  55. 55. Example Digital strategy (2) participatory design visualisation & prototyping user-centered design holistic approach
  56. 56. INSIGHT As a finance products & service provider, we’re (still) recovering from the financial crisis. As our products are becoming commodities and product differentiation becomes harder, it is imperative that we strengthen ourselves for the years to come… SOLUTION a checklist for digital projects a mental model for future banking services
  57. 57. TARGET MODEL
  58. 58. visualisation & prototyping user-centered design EXAMPLE SHOPPER MARKETING
  59. 59. INSIGHT As an entertainment partner, we focused so hard on our digital presence the last years that we need to verify if your retail presence is still “in tune”. With several products renewals in the market, how do customer experience this offer in retail… How can we maximize the interactivity and understanding of our portfolio? SOLUTION experience zoning in shops targeted messaging
  60. 60. BUDGET LENET RETAIL PILOT OVERVIEW ATWILLTHISPILOTDO pilot project isdesignedtotest newstoreformatsanddesignconceptsquickly edaroundanagreedformat strategy,andaunifyingexperiencestrategyand on. EXPECTEDOUTCOMES RETAILSPACEISNOTHELPINGCUSTOMERSDISCOVER&UNDERSTAND YOUROFFERINGSNORHELPTHEMMAKEPURCHASEDECISIONS. EPROBLEM WEARESOLVING CONSEQUENTLY, CUSTOMERSEITHERBOOMERANGORQUEUETO SPEAKTOSALESSTAFF. MAKERETAILWORKHARDERBYHELPINGCUSTOMERSTODISCOVER, TRIAL&EXPERIENCEPRODUCTSANDMAKEDECISIONSBEFORETALKING TOASALESSTAFF. COREOBJECTIVE Presentationof learnings +Rollout plan Definethedesignvisionand conceptswhichbringthe experiencestrategytolife. Pilot,test and measurethenew storeapproach ASES Definethe vision,ideal customerjourneysand desiredexperience. Definesthecost of different design approaches. Locationchoice& analysisof space&related requirements usgroupresearchto derstandcustomer ivations,needs,and eriencewithTNand otherstores. TEST&MEASURE PERSONAS& ERIENCEMAPPING EXPERIENCE STRATEGY DESIGNCONCEPTING COSTANALYSYSLOCATIONSELECTION BUILDPREP Physical construction &installation Sourcingof material, blueprinting, technical design PHASE4:DESIGN PHASE5:BUILD useaservicedesignapproachthat bringsourunderstandingof customersand rneedstogetherwithleadingbrandandretail design. Increasemarket differentiationbyshowcasingyourIntegratedoffering Increaseinsalesof accessories&tablets Increaseinterest inandsalesof thebroaderTelenet offering Increaseincustomerengagement andsatisfaction 1 2 3 4 PHASE3:STRATEGYASE2:INSIGHTS PILOTRUN REPORT €
  61. 61. You need to offer clever substance…
  62. 62. QUESTIONS?
  63. 63. THANKS FOR YOUR ATTENTION These Days Y&R Generaal Lemanstraat 47 box 2, 2018 Antwerp (Belgium) - T +32 (0) 3 286 44 50 - F +32 (0) 3 286 44 51 welcome@thesedaysyr.com www.thesedaysyr.com
  64. 64. REFERENCES  http://campaigndock.com/nl/wat-hebben-marketing-automation-en- service-design-gemeen/  http://www.blastradius.com/pilot/article/issue-two/marketing-as- service-design/  http://blogs.forrester.com/kerry_bodine/13-10-04- how_does_service_design_relate_to_cx_and_ux  http://blogs.forrester.com/kerry_bodine/13-10-04- how_does_service_design_relate_to_cx_and_ux

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