Dnd design smartere simon

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Dnd design smartere simon

  1. 1. Service Design: an introductionSimon ClatworthyAT-ONE Presentation6th September 2012
  2. 2. Design is now everywhere
  3. 3. Design is now everywhere
  4. 4. But is it here?80%
  5. 5. The services era
  6. 6. Virgin video
  7. 7. The BIG IDEA (and the Detail)Its about a strong, experiential offeringHas to be easy to understand the benefitsQuick to experience the benefitsConsistently deliver over the long termDeliver on a promise, right down to the last detailTHIS MAKES ITS STRATEGIC, TACTICAL and OPERATIONAL
  8. 8. PASSION in your DNA BIG SERVICE IDEA BUSINESS DELIVERY MODELEXPERIENCE
  9. 9. Example 1: Oslo Airport Express TrainCarefully designed servicewith focus upon theorchestration of servicetouch-points and customerexperience around a big idea.Results: - record profits - record passenger numbers - highest brand recognition
  10. 10. Example 2: Keep the changeSource: IDEO Service Design
  11. 11. Example 3: Public service design - getting people back to workGetting longterm unemployed back to work used to cost £62,000Using service design, Sunderland City Council cut that figure to £5,000.Source: The Design Council UK
  12. 12. Example 4: Tesco virtual store in KoreaPart of an advertising pushNow becoming an integrated service900 000 downloads within 6 monthsBrand recognition in new market Cheil worldwide
  13. 13. Service Design“Designed offerings toprovide experiences thathappen over time and across time touch- offerings pointsdifferent touch-points ”. experiences
  14. 14. Start point: Design brief + project team +
  15. 15. End point: The service
  16. 16. How to get there for services?Process + Tools
  17. 17. Important things happen at the start100% Percentage of final cost committed Percentage of costs incurred 0% Project Concept phase complete End start Source: Berliner + Brimson 1998
  18. 18. Successful teams develop successful solutionsThe development of team collaboration, internal culture andteam communication are central to team success. Not least acommon understanding and shared vision of the object ofdevelopment. (Sethi 2000, Molin-Justiila 2006)
  19. 19. A research project 2007 - 2010has developed:1. A model for understanding serviceinnovation2. A structured process (AT-ONE) for theearly stages of the service innovationprocess3. Tools for service innovation (abductiveand co-design based)Focus upon customer experience:- customer needs- multi-channel service delivery over time- actor networks- brand and design thinking
  20. 20. looks at Levers of service innovations: 1. New actor constellations Actor 2. Delivery across multiple Touch-points 3. Offerings that align with Brand Strategy 4. Satisfying user Needs 5. Innovating compelling customer Experiences
  21. 21. letters act like different innovation lenses
  22. 22. 1 2 3 4 5 A T O N EDesigning Better Services is a service innovation process usingAT-ONE (A = Actors, T = Touchpoints, O = Offerings, N = Needsand E = Experience). It strengthens the first two stages of thetraditional double diamond innovation process, as described by theBritish Design Council. Making sure you "do the right thing, beforedoing the thing right".This process has emerged as a response to industries’ need toimprove service innovation. It uses design skills such as customerinsight, cultural understanding, creativity and holistic thinking tocreate solutions that are attractive and desirable. If you use theAT-ONE approach, you will focus the early stages of serviceinnovation and get your project off to the right start - customerfocused solutions that build upon your brand strengths to createdesirable service experiences. 5 5 5 250 25 1 5 1-5
  23. 23. The AT-ONE book on service innovation
  24. 24. Lots of tools for teams
  25. 25. Central to Service Design: Personas+ Service-journey
  26. 26. Service Journey: First steps in Service DesignChronological series of steps that work like magic!Describe how a customer uses a serviceOften the only time a company sees the service this wayThe level of detail can be scaledWill be developed as part of the touch-point letter
  27. 27. Actors1. New actor constellations Actor ?2. Delivery across multiple Touch-points3. Brand based Offerings ?4. Understanding user Need ?5. Innovating compelling new Experiences ?
  28. 28. AT-ONE: From P.O.S. to Customer Relationship PRODUCTION POINT OF PURCHASEVALUE CHAIN CONSUMER VALUE NETWORK INDIVIDUAL RELATIONSHIP RELATIONSHIP RELATIONSHIP Image: Adapted from LiveWork AS
  29. 29. Touch-points1. New actor constellations Actor2. Delivery across multiple Touch-points3. Brand based Offerings4. Understanding user Need5. Innovating compelling new Experiences
  30. 30. Service Design magic - touch-points on the service journey
  31. 31. Offering1. New actor constellations Actor2. Delivery across multiple Touch-points3. Brand based Offerings4.Understanding user Need5. Innovating compelling new Experiences
  32. 32. OFFERING DEFINITION, LONGA companies offering delivers the functional, emotional andself-expressive benefits promised by the brand. An effectiveoffering should lead to a customer relationship that both supportspurchase decisions and creates mutual value, also over the long-term.Simons definition of offering based upon Aaker,1996
  33. 33. Example: Amazon.comAt the functional level:• large choice• cheap prices• fast and secure deliveryAt the emotional, self expressive level:• self expression through Amazon lists• the enjoyment of a good book before you buy it,through customer reviews, look-inside andrecommendations• trust through the honest presentation of customerreviews• friendship through suggestions of other products• a community for people who love books
  34. 34. At AHO: Three areas of Service Design research 1. How to improve innovation processes by adding Design 2. How to Design for better customer experiences 3. How Design can help transform organisations “Designed offerings to provideexperiences that happen overtime and across different touch- time touch- offerings pointspoints ”. experiences
  35. 35. 1 2 3 4 5PhD - Design support at the front end ofthe New Service Development (NSD) Aprocess - Autumn 2012 T O NResearch activity for prototyping E Designing Better Services is a service innovation process usingexperiences - Autumn 2012 AT-ONE (A = Actors, T = Touchpoints, O = Offerings, N = Needs and E = Experience). It strengthens the first two stages of the traditional double diamond innovation process, as described by the British Design Council. Making sure you "do the right thing, before doing the thing right". This process has emerged as a response to industries’ need to improve service innovation. It uses design skills such as customer insight, cultural understanding, creativity and holistic thinking to create solutions that are attractive and desirable. If you use the AT-ONE approach, you will focus the early stages of service innovation and get your project off to the right start - customer focused solutions that build upon your brand strengths to create desirable service experiences. 5 5 5 250 25 1 5 1-5
  36. 36. 2. How to design for better customer experiencesPhD - Translating Brands into ExperiencesThe Brand Experience Handbook - 2011-2014PhD - Using The Ritual and Sacred in the Design of ServicesHow to make experiences special through Design - 2011-2014
  37. 37. 3. How Design can transform service organisations PhD - Design support at the front end of PhD - Service Design Leadership the New Service DevelopmentShaping Service Innovations at the Intersection of Design and Strategic (NSD) Management - Autumn 2012 process - Autumn 2012 Customer Care Research Project together with Telenor, Posten ++ Research activity for prototyping experiences - Autumn 2012Judith Gloppen 2012
  38. 38. Want to learn the basics?

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