‘Servicise – thinking beyond products’ workshop @ NEXT 2013

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What are you building? A digital product, you think? Think again! Almost certainly you are building a service, not a product – although your product managers, product owners and maybe even digital product designers make you believe the opposite.

This 90 min workshop showed you why to consider your offer as a service. It introduced to a service mindset, characteristics of services as well as useful service design tools. The workshop consisted of short inputs and related hands-on sessions. The are the slides of the workshop’s input.

Published in: Business, Technology

‘Servicise – thinking beyond products’ workshop @ NEXT 2013

  1. 1. Servicise:ThinkingbeyondproductsN EXT 2 0 1 3 / A P R I L 2 3 , 2 0 1 2Katrin Dribbisch &Martin Jordan,Service Design Berlin
  2. 2. What to expect from today• Why service design matters• Designing products vs. designing services• Service design mindset• Useful service design toolsWhat?Who?How?• Hands-on session
  3. 3. KatrinPhD Candidate,University ofPotsdamWho are we?ManuelService Designer,FjordOlgaCommunityManager,StylemarksMartinUser Experience,Nokia
  4. 4. Why service designmatters
  5. 5. A Shift From Manufacturing ...Sources: Government Accountability Office; Bureau of Labor Statistics— New York Times, January 22, 2012
  6. 6. Almost certainly you are building a service, not aproduct.Services could be considered the new products.Products do not vanish but are embedded in anecosystem. This service ecosystem encompassesall touchpoints with the user.In other words ...
  7. 7. From productsto services
  8. 8. “[Everything] that you can’t drop on your foot,ranging from hairdressing to websites.”What is a service?— M AT T H E W B I S H O PThe Economist* – in ‘Essential Economics: An A to Z Guide’, 2004*
  9. 9. The difference between a ...P R O D U C T S E R V I C EA pre-produced,finished thingwaiting on theshelf to be pickedup by a consumer.A pre-planned set ofactivities waiting tobe shaped andexecuted in inter-action with a user.
  10. 10. HybridsPastProduct ServicePresentProduct ServiceService Product— The Product Service Hybrid (after Spath / Ganz)FutureServiceProduct(Amazon Kindle)(Car) (Car sharing)(Laundry) (iPod)
  11. 11. Let‘s look at an example.R E CO R D STO R E I T U N E Shas limited spacefor records, fixedopening hours andis dependent on itslocation – staffknows your tastehas almost unlimiteddigital storage for allkinds of music, isalways and fromanywhere accessible –Genius knows your taste
  12. 12. P R O D U C T D E S I G Nsingular object &usage thinkingS E R V I C E D E S I G Nthinking of userflows, touchpointsand ecosystemDesigning products vs. services
  13. 13. How canone thinkof singleproductsstill?Images: Daimler AGcommunicatedrivewelcomeregisterlocateenterstartenjoy
  14. 14. A service designmindset
  15. 15. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icons: Ugur Akdemir / The Noun Project
  16. 16. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icons: Ugur Akdemir / The Noun Project
  17. 17. Image: Inter IKEA Systems B.V.useful
  18. 18. Image: Thomas Hawk / Flickrusable
  19. 19. desirableImage: Maxene Huiyu / Flickr
  20. 20. Image: Deutsche Post DHLeffective
  21. 21. distinctiveImage: atmtx / Flickr
  22. 22. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icons: Ugur Akdemir / The Noun Project
  23. 23. iterative
  24. 24. user-centred
  25. 25. collaborative
  26. 26. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icons: Ugur Akdemir / The Noun Project
  27. 27. Useful servicedesign tools
  28. 28. Tools & deliverablesUser research..........Personas..................User Journey............Business modelcanvas......................Service Blueprint.....Service prototype....What is the user needWho is the target audienceHow does the customerexperience the serviceWhat is the businessmodelThe user & business viewon the serviceHow does the service feellike
  29. 29. Tools & deliverablesUser research..........Personas..................User JourneyBusiness modelcanvas......................Service BlueprintService prototype....We would like touse these in ourhands-on session
  30. 30. Service Blueprints are …•a way of visually mapping out thecomplexity of services•aligning frontstage customer experiencewith backstage business processes•offer a simultaneous user-centered andenterprise-centered focus
  31. 31. What? EX A M P L E BY S R I S H T I R AO
  32. 32. What? K E Y A S P E C TSIcons: Juan Pablo Bravo, Jon Trillana / The Noun ProjectFrontstage(seen by customer)Backstage(not seen bycustomer butnecessaryto performance)L I N E O F V I S I B I L I T Yuser / customer journey -phase by phase, step by stepchannels / touchpoints -channel by channel,touchpoint by touchpointbackstage processes -stakeholder by stakeholder,action by action
  33. 33. What? CO M P O N E N TSIcons: Olyn LeRoy, Dmitry Baranovskiy / The Noun ProjectCustomer ActionsOnstage / Visible Contact Employee ActionsBackstage/Invisible Contact Employee ActionsSupport ProcessesPhysical EvidenceL I N E O F V I S I B I L I T YL I N E O F I N T E R AC T I O NI N T E R N A L I N T E R AC T I O N
  34. 34. Why?understand how different parts of a servicework as a wholebreak down barriers between business unitscoordinate parallel workstreamsreveal opportunities for joining upprocesses
  35. 35. When?analysing an existing servicecreating a new service
  36. 36. ExerciseFrom userjourney toservice blueprint
  37. 37. Task 1Describe theuser journeyfor your persona(15 min)
  38. 38. Servicise - Thinking beyond productsElevator Pitch & Persona for “Kitchensurfing”Lars, 37Freelance Developer...thinks...feels...says...doesI love the variety of dishes that Ican get with Kitchensurfing.I don’t want to have the hassle ofcooking and I hate doing thedishes.Always books the same twochefs, because he loves thedishes that they cooked for him.I want to impress my friendswhen they come over.ForTARGETCUSTOMERCUSTOMERNEEDSERVICENAMEMARKETCATEGORYwhointhatUnlikethe serviceis aONE KEYBENEFITCOMPE-TITIONLOCATION(STREET)UNIQUEDIFFEREN-TIATORWhat he...Food loversdon’t want to cook themselves atprivate dinner eventsKitchensurfingmarket place for chefsBerlin & New Yorkbrings chefs into their customershomea catering serviceestablishes a close connectionbetween the cook and the customer
  39. 39. Task 2Identify the mostimportanttouchpoints(15 min)
  40. 40. Servicise - Thinking beyond productsService Blueprint: User Journey & TouchpointsAwareThe point when theuser first learns aboutthe serviceFrom: “Service Design - From insights to implementation” by Andy Polaine et al.The sign-up orregistration phaseThe usual usage period ofthe serviceThe user’s expandingusage of the serviceThe point when the user finishesusing the service (for a singlesession of forever)Join Use Develop LeaveTouchpoints
  41. 41. Task 3Visualise thebackendprocesses forthis service(15 min)
  42. 42. Servicise - Thinking beyond productsService Blueprint: Backstage processesFrom: “Service Design - From insights to implementation” by Andy Polaine et al.Line of visibility
  43. 43. Take-away
  44. 44. combine user-centered and business-centered perspectivesthink beyond products, rather envision theecosystem of a serviceunderstand how different parts of a servicework as a whole
  45. 45. Reading recommendationsAndy Polaine et al.:‘Service Design:From Insight toImplementation’Marc Stickdorn /Jakob Schneider etal.: ‘This is ServiceDesign Thinking’Mary Jo Bitner et al.:‘Service Blueprinting:A Practical Techniquefor Service Innovation’
  46. 46. Questionsplease!servicedesignberlin.de@SD_Berlinfb.com/servicedesignberlin

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