Service Design Network Japan Meetup 7

1. SERVICE DESIGN
BUSINESS AS UN-USUAL
Prof. Birgit Mager
Service Design Network
Köln International School of Design

2. PEOPLE’S EXPECTATIONS ARE
TRANSCENDING TRADITIONAL BOUNDARIES
Shelley Evenson, Fjord/Accenture, 2015
Direct Competitors
Products or services that directly
compete with yours
Perceptual Competitors
Companies that change
customer expectations
Experiential Competitors
Experiences that set
expectations
across industries

3. People’s expectations drive
business. Companies must
respond by designing their
organizations for these new
relationships.
CUSTOMER CENTRICITY
Mary Meeker

4. THE ECONOMIC TRANSFORMATION
PRODUCTS SOLUTIONS
OUTPUT OUTCOME
TRANSACTION RELATION
SUPPLIERS NETWORKS
PROF. DR. ANDY NEELY, CAMBRIDGE SERVICE ALLIENCE

5. „DECISION
ATTITUDE“
Boland & Collopy, Managing as Designing, 2004

6. Boland & Collopy, Managing as Designing, 2004
„DESIGN
ATTITUDE“

9. SERVICE DESIGN
Policy Making
Cultural and Organizational Change
Training and Development
Designing Service Improvement and Innovation
Digitalization

10. @SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service
Design
SERVICE DESIGN EDUCATION

11. @SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service
Design
SERVICE DESIGN EDUCATION
TRANSPARENT CURRICULA & COLLABORATIN BETWEENN EDUCATIONAL INSTITUTIONS

12. 12
SERVICE DESIGN BASIC LEVEL
Is aware of the changes in our society and economy and is
able to describe the impact of these changes on the role of
designers.
Is familiar with the process and the methods of service
design and can use them.
Knows case studies that show the value of service design
Has read the basic literature of service design and is able to
refer to it.
Has experienced a low complex service design project

13. 13
SERVICE DESIGN ADVANCED LEVEL
Is able to conduct a service design process through
exploration, creation and reflection phase.
Has visualization skills that support the service design
process in all phases
Understand complex systems
Understands service organizations, can take front stage and
back stage perspectives. Is abele to work with complex
blueprints.
Understands business models and can use tools like the
business model canvas.
Is able to design and facilitate workshops and co-creation
events

14. 14
SERVICE DESIGN PROFESSIONAL LEVEL
Is able to conduct a service design process through
exploration, creation and reflection phase and support
implementation
Can apply qualitative and quantitative research methods and
has a science-theoretical framework for the selection of
methods.
Is able to conduct pre-studies in order to frame and reframe
a service design challenge
Can calculate and sell a project. Knows how to contract.
Is familiar with theories and processes of change and change
management.
Understands concepts of culture and corporate culture.
Understands Business World

15. @SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service
Design
SERVICE DESIGN EDUCATION
TRANSPARENT CURRICULA & COLLABORATIN BETWEENN EDUCATIONAL INSTITUTIONS
ACCREDITATION OF EDUCARIONAL INSTITUTIONS, TEACHERS & TRAINERS

16. !16
@SDNetwork

17. @SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service
Design
SERVICE DESIGN EDUCATION
TRANSPARENT CURRICULA & COLLABORATIN BETWEENN EDUCATIONAL INSTITUTIONS
ACCREDITATION OF EDUCARIONAL INSTITUTIONS, TEACHERS & TRAINERS
RESOURCES IN ALL LANGUAGES, F. EX. BOOKS.GLOSSARIES.

18. 18

20. @SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service
Design
SERVICE DESIGN EDUCATION
TRANSPARENT CURRICULA & COLLABORATIN BETWEENN EDUCATIONAL INSTITUTIONS
ACCREDITATION OF EDUCARIONAL INSTITUTIONS, TEACHERS & TRAINERS
RESOURCES IN ALL LANGUAGES, F. EX. BOOKS.GLOSSARIES.
CONTINUOUS DEVELOPMENT OF CONTENT

21. SERVICE REVOLUTION

22. @SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service
Design
SERVICE DESIGN EDUCATION
TRANSPARENT CURRICULA & COLLABORATIN BETWEENN EDUCATIONAL INSTITUTIONS
ACCREDITATION OF EDUCARIONAL INSTITUTIONS, TEACHERS & TRAINERS
RESOURCES IN ALL LANGUAGES, F. EX. BOOKS.GLOSSARIES.
CONTINUOUS DEVELOPMENT OF CONTENT
SPECIALIZATION

23. SERVICE DESIGN MARKETS

24. SERVICE DESIGN MARKETS

25. Service Design Network
Birgit Mager
Professor for Service Design, KISD
SDN President

26. TOUCHPOINT JOURNAL

27. Germany

28. SDN JAPAN - JOIN THE COMMUNITY!
WWW.SERVICE-DESIGN-NETWORK.ORG

29. THANK YOU