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サービスデザインの時代_ FITS2015

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FITS2015でのプレゼンテーション

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サービスデザインの時代_ FITS2015

  1. 1. サービスデザインの時代 FITS2015  /  2015/5/29   コンセント  @concentinc     ⻑⾧長⾕谷川  敦⼠士  @ahaseg
  2. 2. 1.  What  is  
 Service  Design?
  3. 3. サイズ⼩小 サイズ⼤大 低価格 低性能 低品位 ⾼高価格 ⾼高性能 ⾼高品位
  4. 4. SMART利利⽤用者が求めているもの ⼩小さなサイズ × ⾼高品位 →  取り回し →  快適さ 「価値」=
  5. 5. 「顧客の感じる価値」は 「製品スペック」と⽐比例例 しない
  6. 6. 顧客の感じる価値 =体験の質
  7. 7. 1900-‐‑‒1960   Age  of  Manufacturing
           「製造」の時代   1960-‐‑‒1990   Age  of  Distribution
           「流流通」の時代   1990-‐‑‒2010   Age  of  Information
           「情報」の時代   2010-‐‑‒   Age  of  the  Customer
                         「顧客」の時代 Kerry  Bodine,  Keynote  of  Service  Design  Network  Conference  2011
  8. 8. 購⼊入 利利⽤用 交換価値 利利⽤用価値 認知
  9. 9. Goods   Dominant  Logic Service   Dominant  Logic 概念念 顧客へ提供されるのは、 製造された「もの」⾃自体
 (含む「サービス」
 という「もの」) 顧客に提供されるのは、 すべて「サービス」
 「もの」は構成要素の
 ひとつ 顧客への
 提供価値 交換価値 サービス全体の利利⽤用価値   顧客と事業者との関係性 http://sdlogic.net/
  10. 10. 顧客価値+ ビジネスの実現 =サービスデザイン
  11. 11. 「サービスデザイン」とは、
 顧客への提供価値をもとに事業を構築する、
 これからの時代のビジネスアプローチ
  12. 12. – T H E O D O R E L E V I T T, 1 9 6 8 「顧客は、“ドリル”が欲しいのではなく、
 “ねじの穴”が欲しいのだ。」
  13. 13. – J E F F R E Y P R E S T O N B E Z O S Q: キンドル・ファイアが好調な理由は
 なんでしょうか? A: キンドル・ファイアがただのデバイスでは
 なく、サービスだからです。
  14. 14. J E F F B E Z O S , C E O O F A M A Z O N • Q: 米国ではカラー液晶を採用したタブレット端 末「キンドル・ファイア」がかなり売れているよ うですが。好調の理由は何でしょうか? • ベゾス:キンドル・ファイアがただのデバイスで はなく、サービスだからです。エンド・ツー・エ ンドのサービスであることで、ほかのタブレット 端末と差別化できています • 私の個人的な意見ですが、ただデバイスを作った だけで顧客が関心を持つとは思えない。顧客が求 めていること、顧客がしようとしていることは何 か。書籍を買い、音楽を買い、映画やテレビ番組、 アプリを買うことです。そのためにエコシステム を構築し、そのエコシステムにデバイスをシーム レスに融合させる。顧客が簡単に見たいコンテン ツを買って見られる環境を作るということです。 それを実現したのがキンドル・ファイアなのです。 「日本での電子書籍事業開始は年内早期に発表する」 米アマゾン・ドット・コムのジェフ・ベゾスCEOインタビュー|日経ビジネスONLINE
 http://business.nikkeibp.co.jp/article/topics/20120427/231477/?rt=nocnt
  15. 15. サ ー ビ ス デ ザイ ン を 考 慮 し た 組 織 事業
 戦略 UX デザイン 事業 戦略 UX デザイン GDL型 SDL型
  16. 16. •「付加価値」でなく、
 価値⾃自体が商品
  17. 17.   顧客    ビジネス 提供価値 -‐‑‒  継続性   -‐‑‒  意義 -‐‑‒  体験   -‐‑‒  ⽂文脈
  18. 18. ビジネスモデルジェネレーション  /  翔泳社
  19. 19. ビジネスモデルキャンバス
 (Business  Model  Generationsより) http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf
  20. 20. ⼩小売店 製造メーカー マーケティン グ デザイン・
 企画 ハードウェア ブランド ソフトウェア 1000曲が   ポケット iTunesで   ライブラリ デザイン 愛情 アップル
 ストア ⼩小売店 ⾳音楽ファン Macファン ガジェッター ⼈人件費 製造費 販管費 iPodの代⾦金金 iPodのビジネスモデル
  21. 21. ⼩小売店 製造メーカー マーケティン グ デザイン・
 企画 ハードウェア ブランド ソフトウェア 1000曲が   ポケット iTunesで   ライブラリ デザイン 愛情 アップル
 ストア ⼩小売店 ⾳音楽ファン Macファン ガジェッター ⼈人件費 製造費 販管費 iPodの代⾦金金 iPodのビジネスモデル(iTunes  Store後) レーベル プラットフォー ム管理理 サーバ すぐに⾳音楽が 買える ⼀一曲   99セント Like iTunes   Store Winユーザー Geekじゃない   ⾳音楽ファン 著作権料料 ネットワーク   コスト 楽曲販売   代⾦金金
  22. 22. ⼩小売店 製造メーカー マーケティン グ デザイン・
 企画 ハードウェア ブランド ソフトウェア 1000曲が   ポケット iTunesで   ライブラリ デザイン 愛情 アップル
 ストア ⼩小売店 ⾳音楽ファン Macファン ガジェッター ⼈人件費 製造費 販管費 iPodの代⾦金金 iPodのビジネスモデル(iPhone後) レーベル プラットフォー ム管理理 サーバ すぐに⾳音楽が 買える ⼀一曲   99セント Like iTunes   Store Winユーザー Geekじゃない   ⾳音楽ファン 著作権料料 ネットワーク   コスト 楽曲販売   代⾦金金 出版社 TV局、映画   スタジオ 通信キャリア アプリ開発者 クールな端末 安全なアプリ デファクト   スタンダード キャリア App  Store キャリア 世界中の携帯 ユーザー アプリ開発者 開発者への   分配 購読代⾦金金 コンテンツ
 販売代⾦金金 通信料料⾦金金   シェア 端末販売代⾦金金 広告
  23. 23. スペック指向から 体験価値思考への ビジネス   リフレーミング
  24. 24. • サービスデザインに関しての国際組織   • 毎年年秋に国際カンファレンス:10⽉月にNYにて   • Airbnb、VOLVO、マクドナルド、Sears、 SONY、などが事例例紹介   • ⽇日本⽀支部でも国内カンファレンス、イベント などを主催しています Service  Design  Network http://www.service-‐‑‒design-‐‑‒network.org Japan
  25. 25. 2.  Service  Design   Thinking
  26. 26. ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである 共創 Co-creative すべてのステークホルダーがプロセスに関わる インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する 物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する 全体的な視点 Holistic サービスの環境全体をよく考慮する サービスデザイン
 思考の5原則 THIS IS SERVICE DESIGN THINKING : Marc Stickdorn , Jakob Schneider
  27. 27. 3.  Process  of Service  Design
  28. 28. サービス デザイン アクティビティ デザイン インタラクション デザイン CONCENT_̲サービスデザインフレームワーク •エスノグラフィ調査   •バリュープロポジショ ン定義   •事業コンセプト⽴立立案 •⽂文脈調査
 (Contextual  Inquiry)     •カスタマージャーニー   •タッチポイント戦略略 •プロトタイプ   •ユーザー評価   •コンテンツ開発
  29. 29. Service  Design 提供価値の発⾒見見
  30. 30. ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング 体験のコンセプト 顧客 ビジネス ・期待価値   ・⾏行行動⽂文脈 ・提供価値   ・競合優位性
  31. 31. Activity  Design 体験のプラニング
  32. 32. 製品・   サービス   ⾃自体 認知   広告 購買   チャネル
 (店頭・ Web) アフター   ケア 顧客の体験(Customer  Experience)
  33. 33. 製品・   サービス   ⾃自体 認知   広告 購買   チャネル
 (店頭・ Web) アフター   ケア 顧客の体験(Customer  Experience) 体験の“⽇日常”は、製品・サービス以外 ⽇日常⽣生活 ⽇日常⽣生活
  34. 34. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund http://www.adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
  35. 35. Customer  Journey  Map 「経験」にまつわるストーリーを 深く、豊かに表現する⽅方法 by  Chris  Risdon  from  Adaptive  Path  @  IA  Summit  2012
  36. 36. なんのため? •⽬目的やプランの共有   •分析   •発⾒見見
  37. 37. CJMの解体 •The  Lens:レンズ、スコープ   •Journey  Model:
 モデル、マップ   •Findings:
 発⾒見見・洞洞察(insights)、
 改善⽰示唆(opportunities)
  38. 38. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund The  Lens Journey  Model Insights   Opportunities
  39. 39. The  Lens •ペルソナ   •ユーザーゴール   •視点・観点・制約 STAGES DOING Research & Planning Shop People choose rail travel because it is convenient, easy, and flexible. Rail Europe Experience Map Blogs & Plan with interactive map Map itinerary (finding pass) Destination pages raileurope.com Research destinations, routes and products Look up time tables Guiding Principles Customer Journey RAIL EUROPE oking Post-Booking, Pre-Travel Travel Post Travel People value service that is respectful, effective and personable. m y Delivery options Payment options Review & confirm E-ticket Print at Station Wait for paper tickets to arrive Activities, unexpected changes Change plans Check ticket status Web Share photos Follow-up on refunds for booking changes Share experience Get stamp for refund
  40. 40. Journey  Model •⾏行行動   •タッチポイント   •ステージ Research & Planning Shopping Booking Post-Booking, Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur Web raileurope.com Wait for papeResearch destinations, routes and products Live chat for questions C Print e-tickets at home Look up time tables Principles er Journey OPE • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Do I have everything • Rail Europe website when an issue cam
  41. 41. Insights •質的   -‐‑‒ ⼼心理理状態   -‐‑‒ 感情   •量量的 DOING FEELING EXPERIENCE Google searches Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. Blogs Travel s Opportunities THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? GLOBAL R E H
  42. 42. Opportunities •現状分析   •改善⽰示唆 Everyone is nt products t to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unkno the middle of the night. • Stressed that the train won’t arrive on tim connection. • Meeting people who want to show us ar serendipitous, and special. Information sources t I’m willing to pay a ost me? What are my dd to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train b not more trains. What can we do no • Am I on the right train? If not, what n • I want to make more travel plans. Ho do that? Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the p experience. STAGES: Post-Boo Proactively he with change. STAGES: Post-Boo eating their Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Aggregate shipping with a reasonable timeline. STAGE: Booking PLANNING, SHOPPING, BOOKING POST-BOOK, TR Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe
  43. 43. サービスブループリント   Service  Blueprint •カスタマアクション   •フロントステージアクション   •バックステージアクション   •サポートプロセス   •サービス提供媒体
  44. 44. サービスブループリント PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & Ask Quest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Wait Wait Responds Follow to Exam Rm Wait in Exam Rm Answer Questions Wait Ask Questions Return Door Tag Wait Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic Line of Internal Interaction Design  for  the  Clinic  Experience  -‐‑‒  Carnegie  Mellon  School  of  Design
  45. 45. サービスブループリント PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & Ask Quest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Wait Wait Responds Follow to Exam Rm Wait in Exam Rm Answer Questions Wait Ask Questions Return Door Tag Wait Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic Line of Internal Interaction Design  for  the  Clinic  Experience  -‐‑‒  Carnegie  Mellon  School  of  Design カスタマアクション フロントステージアクション バックステージアクション サポートプロセス サービス提供媒体
  46. 46. Inside-‐‑‒out Outside-‐‑‒in
  47. 47. Inside-‐‑‒out • サービスがどのように機能するか   • ⼀一つのサービスでも、タッチポイントごとに 求められることは異異なる   • インタラクションの性質、特徴   • ⼀一連のサービス/⾶飛び⽯石的なサービス   • 事業観点での品質管理理
  48. 48. Inside-‐‑‒out  CJM  
 〜~  サービスブループリント PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & Ask Quest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Wait Wait Responds Follow to Exam Rm Wait in Exam Rm Answer Questions Wait Ask Questions Return Door Tag Wait Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic Line of Internal Interaction Design  for  the  Clinic  Experience  -‐‑‒  Carnegie  Mellon  School  of  Design
  49. 49. Outside-‐‑‒in • 顧客がどのようにサービスを体験するか   • 顧客観点   • さまざまなタッチポイントをまたがる経験の 流流れ(Journey)   • 特定の会社のサービス/製品利利⽤用にとどまら ない、顧客の⾏行行動  →  クロスサービス
  50. 50. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund
  51. 51. AS-IS 現状 TO-BE プラン Inside-out サービス視点 サービス現状分析 サービス拡張 Outside-in 顧客視点 ユーザー⾏行行動分析 新サービス企画 カスタマージャーニーマップの種類
  52. 52. プラニング観点
 「旅行」という体験
  53. 53. 旅⾏行行前 旅⾏行行中 旅⾏行行後 航空会社
  54. 54. 旅⾏行行前 旅⾏行行中 旅⾏行行後 航空会社 Inside-‐‑‒out  視点でのプラニング   →  クロス/オムニチャンネル
  55. 55. 旅⾏行行前 旅⾏行行中 旅⾏行行後 フライト   確認/予約 フライト   チェックイン NEX   確認 ホテル   予約 ホテル   経路路確認 レストラン   探索索 アルバム   作成 写真   シェア Outside-‐‑‒in  視点でのプラニング   →  クロスサービス
  56. 56. Atsushi  HASEGAWA  <ahaseg@gmail.com> eTicket  Itinerary  and  Receipt  for  Confirmation  GCEWWW United  Airlines,  Inc.  <unitedairlines@united.com> Sat,  Mar  10,  2012  at  11:06  PM To:  AHASEG@gmail.com Confirmation: GCEWWW Check-­In  > Issue  Date:  March  10,  2012 Traveler eTicket  Number Frequent  Flyer Seats HASEGAWA/ATSUSHIMR 0162320667315 UA-­EGT4XXXX  Premier  Silver  /  *S 30H/12D/-­-­-­/-­-­-­ FLIGHT  INFORMATION Day,  Date Flight ClassDeparture  City  and  Time Arrival  City  and  Time Aircraft Meal Wed,  21MAR12 UA8041S TOKYO,  JAPAN   (NRT  -­  NARITA)  4:30  PM WASHINGTON,  DC   (IAD  -­  DULLES)  3:51  PM 777-­200Dinner Wed,  21MAR12 UA2632S WASHINGTON,  DC   (IAD  -­  DULLES)  5:05  PM NEW  ORLEANS,  LA   (MSY)  6:47  PM A-­319 Purchase Mon,  26MAR12 UA4973S NEW  ORLEANS,  LA   (MSY)  6:01  AM SAN  FRANCISCO,  CA   (SFO)  9:00  AM A-­320 Purchase Mon,  26MAR12 UA8374S SAN  FRANCISCO,  CA   (SFO)  11:01  AM TOKYO,  JAPAN   (NRT  -­  NARITA)  2:00  PM  (27MAR) 747-­400Lunch 1  Flight  operated  by  UNITED  AIRLINES. 2  Flight  operated  by  UNITED  AIRLINES. 3  Flight  operated  by  UNITED  AIRLINES. 4  Flight  operated  by  UNITED  AIRLINES. FARE  INFORMATION Fare  Breakdown Airfare: 77,400JPY Japan  Passenger  Security  Service Charge: 500 Japan  Passenger  Service Facilities  Charge: 2,040 Fuel  Surcharge: 50,000 September  11th  Security  Fee: 630 U.S.  Federal  Transportation  Tax: 2,760 U.S.  APHIS  User  Fee: 420 U.S.  Immigration  User  Fee: 580 U.S.  Customs  User  Fee: 460 U.S.  Passenger  Facility  Charge: 380 Per  Person  Total: 135,170JPY eTicket  Total: 135,170JPY Form  of  Payment: AMERICAN  EXPRESS Last  Four  Digits  5303 The  airfare  you  paid  on  this  itinerary  totals:  77,400  JPY The  taxes,  fees,  and  surcharges  paid  total:  57,770  JPY Fare  Rules: Additional  charges  may  apply  for  changes  in  addition  to  any  fare  rules  listed. REFUNDABLE/CXL  FEE International  eTicket  Reminders Check-­in  Requirement  -­  Bags  must  be  checked  and  boarding  passes  obtained  at  least  60  minutes  prior  to scheduled  departure.  Baggage  will  not  be  accepted  and  advance  seat  assignments  may  be  canceled  if  this condition  is  not  met. Boarding  Requirement  -­  Passengers  must  be  prepared  to  board  at  the  departure  gate  with  their  boarding 12/11/30 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3/21/2012 -‐‑ 1758081 1/3https://mail.google.com/mail/u/0/?ui=2&ik=9938667deb&view=pt&q=hyatt regency&qs=true&search… Naoko  KAWACHI  <naoko.kawachi@gmail.com> Hyatt  Regency  New  Orleans  -­  Confirmation  -­  ATSUSHI  HASEGAWA  -­ 3/21/2012  -­  1758081 Hyatt  Regency  New  Orleans  <Concierge@hyatte-­concierge.com> Thu,  Mar  8,  2012  at  1:51  AM To:  NAOKO.KAWACHI@gmail.com     Hyatt  E-­Concierge  |  Customer  Service  |  Hotel  Website  |  Print  E-­Mail  |  View  Online     RESERVATION  CONFIRMATION         CONFIRMATION  NUMBER:  1758081 CHECK-­IN  DATE:  Wednesday,  March  21,  2012 HOTEL  CHECK-­IN  TIME:  3:00  PM CHECK-­OUT  DATE:  Sunday,  March  25,  2012 HOTEL  CHECK-­OUT  TIME:  11:00  AM Hyatt  Regency  New  Orleans Poydras  At  Loyola  Avenue New  Orleans,  LA  70113  US Tel:  504-­561-­1234  Fax:  504-­587-­4141     ATSUSHI  HASEGAWA, Greetings  from  Hyatt  Regency  New  Orleans, Thank  you  for  your  reservation.  We  look  forward  to  welcoming  you  to  our  hotel. To  make  changes  to  your  reservation  please  click  here  or  email  us  as  at  reservations@hyatt.com.  To speak  with  us  directly,  please  call  1  877  827  1356  within  the  U.S.  and  Canada  or  simply  contact  your local  worldwide  reservation  center. We  are  excited  about  your  upcoming  visit  and  look  forward  to  creating  a  memorable  experience  for  you. Warmest  Regards, Hyatt  Regency  New  Orleans  Team
  57. 57. 旅⾏行行前 旅⾏行行中 旅⾏行行後 フライト   確認/予約 フライト   チェックイン NEX   確認 ホテル   予約 ホテル   経路路確認 レストラン   探索索 アルバム   作成 写真   シェア デバイス/サービスをまたがった、 旅行に関する情報のオーガナイズサポート → TripIt
  58. 58. AS-IS 現状 TO-BE プラン Inside-out サービス視点 サービス現状分析 サービス拡張 Outside-in 顧客視点 ユーザー⾏行行動分析 新サービス企画 カスタマージャーニーマップの種類
  59. 59. 単なるPOS⾰革命ではなくて、、、
  60. 60. 紙のレシート→メールレシート     新しいタッチポイントの創出

  61. 61. •購⼊入記録の簡便便な保存:家計簿管理理   •店舗・EC連動した顧客との関係構築   •購⼊入記録を利利⽤用した新サービス創出 メールレシートの サービスデザイン的価値
  62. 62. サービスデザインの時代 •顧客の感じる「価値」に着⽬目した、
 事業⾃自体のリフレーミング   •Outside-‐‑‒in型の視点   •クロスサービス型ビジネスの可能性
  63. 63. CONCENT,inc New Logotype Desing by Shintaro Kobayashi ロゴタイプコンセプト 新しさを感じさせながら、10 年後に古く感じさせない デザインを目 指しました。角を少し丸める事で、有機的で親しみやすい雰囲気を出 しつつも、文字の骨格はあくまでもニュートラルに設計することで、 奇をてらわない 現代らしさを表現しています。また、右への傾きには、 これから先、ますます加速していくだろう世の中の変化に、WEB(コ ンセント)と紙(アレフ・ゼロ)のハイブリットにより対応し、絶え ず前進していこう、という意志を込めました。 ロゴマークコンセプト ロゴタイプの右肩に付いているマーク。丸の中の二本の棒は、良く見 れば右が少し短く、左が少し長い。これはコンセントです。わかりづ らいです。しかし、この丸には可能性があります。WEB ではボタンに なるかもしれません。紙ではハンコになって押されるかもしれません。 そうして様々なかたちで使用していくと、いずれこのマークだけで CONCENT と読めるようになる。そんな存在になってくれることを 望んでいます。 concentinc.jp/ THANKS!

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