Services for Later Life: Why service design matters - Dr Gabriella Spinelli

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Services for Later Life conference - 12 July 2012. Presentation from Dr Gabriella Spinelli, Director of the Business Strategy and Innovation Programme, Brunel Institute for Ageing Studies, Brunel University.

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  • Interdisciplinarity (cutting across business department and functions) business model review (strategically oriented to deliver efficiently) Through knowledge of the customers’ needs (through diverse techniques that allow to capture the customers experience)
  • Interdisciplinarity (cutting across business department and functions) business model review (strategically oriented to deliver efficiently) Through knowledge of the customers’ needs (through diverse techniques that allow to capture the customers experience)
  • Interdisciplinarity (cutting across business department and functions) business model review (strategically oriented to deliver efficiently) Through knowledge of the customers’ needs (through diverse techniques that allow to capture the customers experience)
  • Internet technology and local stores network to provide a unique proposition
  • UCD to study and involve the users
  • UCD to study and involve the users
  • UCD to study and involve the users
  • User journey and visual availability of the information
  • UCD to study and involve the users
  • Services for Later Life: Why service design matters - Dr Gabriella Spinelli

    1. 1. Designing Services,Designing ExperiencesDr Gabriella SpinelliDirector of the Business Strategy and Innovation Programme,Brunel Institute for Ageing Studies, Brunel University, LondonGabriella.Spinelli@brunel.ac.ukhttp://www.brunel.ac.uk/research/centres/bias
    2. 2. Everything is serviceService design is successful when an organisation centres its front-endprocesses to fit the customers’ needs and align its back-end processes tosupport service delivery.
    3. 3. Everything is serviceService design is successful when an organisation centres its front-endprocesses to fit the customers’ needs and align its back-end processes tosupport service delivery.It requires:•Interdisciplinarity•Business model review•Through knowledge of the customers’ needs It delivers: •Innovation •Efficiency •Customers satisfaction and loyalty
    4. 4. Service vs ProductService ProductRepetitive purchase One-off purchaseOpportunity to adjust customers Sealed in one interactionperception and satisfactionContinuous service interface Fewer touch pointsHolistic design Specialised design interventions
    5. 5. Service characteristics: Lloyds Pharmacy case
    6. 6. Service characteristics -1. Understanding the service usersPrescription and Online Doctor Services: SERVICE DIMEMSIONS 1 2 3 With GP prescription Simple Prescription Home delivery vs vs vs Without prescription Repeat Prescription Local store pick up Pathway to Pathway to Pathway to •Prescription details •Online Order •Delivery service options •Online doctor •GP practice set up •GP-Local Store arrangements
    7. 7. Service characteristics - 2. Analysis of allorganisational processes User/Consumer Studies Marketing Front-end processes Back-end processes Operation Management Strategy Organisational Efficiency through Service Blueprints
    8. 8. Service characteristics – 3. Service DeliveryEvidenceA service evidence confirms that the service has taken place and extends itsvalue/pleasure
    9. 9. Service characteristics – 4. Service DeliverySequence and Timing 1 2 3 5
    10. 10. Service characteristics – 5. Joining Brand andService DeliveryRepetitive purchase Brand Visibility and ReinforcementContinuous Service interface Customer loyalty
    11. 11. Hands-on Service DesignService design is based on a processof co-creation with the end users andall stakeholders It is a rewarding process that must start with a thorough understanding of the service’ added value/innovationContact Us to be part of our and should not be completed unlesshands-on design workshop: the organisation has oriented itself to the delivery of the serviceGabriella.Spinelli@brunel.ac.uk

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