Ddc Pdf


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Ddc Pdf

  1. 1. It’s design, but not as they know it! Oliver King Co-founder Engine | service design
  2. 2. <ul><li>The next 30 mins… </li></ul><ul><li>What is service design? </li></ul><ul><li>Why is it valuable to design services? </li></ul><ul><li>What are service design projects like? </li></ul><ul><li>What can I take back to work? </li></ul>
  3. 3. What is service design?
  4. 4. What is service design? Service design is…
  5. 5. What is service design? … the design of services!
  6. 6. What is service design? Service design orchestrates new or existing service experiences to deliver greater value to the providers and receivers of the service.
  7. 10. Why is service design relevant today?
  8. 11. www.enginegroup.co.uk Sustainability
  9. 12. www.enginegroup.co.uk Usership Assistance Innovation
  10. 13. Usership: we need to dematerialize the world!
  11. 14. Assistance: we need to help people cope…
  12. 15. Innovation: we need to help people view things at a systems level
  13. 16. <ul><li>74% of GDP comes from service (UK) </li></ul><ul><li>80% of employment is service related (UK) </li></ul><ul><li>80% of people report bad experiences (UK) </li></ul>
  14. 17. How does service design create value?
  15. 18. <ul><li>Happy customers are worth more </li></ul><ul><li>Spend more, more often (increase revenue) </li></ul><ul><li>Stay longer (reduce churn) </li></ul><ul><li>Tell their friends (reduces costs to acquire) </li></ul>
  16. 19. <ul><li>‘ Service’ counteracts commoditisation </li></ul><ul><li>Markets naturally become commoditised </li></ul><ul><li>Value adding services defeat this </li></ul>
  17. 20. <ul><li>Service relationships can’t be copied </li></ul><ul><li>Because they rely on history, context and knowledge </li></ul>
  18. 21. The meaning of ‘better’
  19. 22. Convenient Usable Desirable Consistent Efficient Effective Sustainable
  20. 23. Sustainable Usable Convenient Consistent Efficient Effective Desirable SUCCEED }
  21. 24. Scope of projects
  22. 25. Translation space
  23. 26. Three skills
  24. 27. Scope of deliverables
  25. 28. Five Fundamentals of service
  26. 29. Five Fundamentals Systems, Value, People, Journeys, Propositions
  27. 30. Value: Understanding how to create the best value for users and providers through their interactions.
  28. 31. Systems: Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated
  29. 32. People: Understanding the part people play in providing and designing services, and how to include them.
  30. 33. Journeys: Understanding that services are experienced over time and need to be seen and innovated as journeys
  31. 34. Propositions: Understanding how to innovate and package a service and how to develop a proposition towards a vision.
  32. 35. Identify. Build. Measure Service innovation made simple
  33. 36. 10 tips…
  34. 37. #1. Be use-centric. Always view the situation from your customer’s perspective
  35. 38. #2. Co-design: Bring stakeholders into the heart of the process
  36. 39. #3. Map journeys: Services happen over time, so explore them that way
  37. 41. #4. Visualize: Bring ideas to life to engage and solicit input from those around you
  38. 42. #5. Back stage: Innovate throughout the whole system
  39. 43. #6. Design measurables: Ensure staff measures and incentives support a delightful customer experience
  40. 44. #7. Everyone serves: Because everyone’s actions impact on the customers service
  41. 46. #8. Evidence: Create tangible evidence of the service in action
  42. 47. #9. Join the dots: Make the experiences as seamless as possible for the user
  43. 48. #10. Work with designers: We don’t bite…
  44. 49. 5 designer lessons
  45. 50. <ul><li>Lose the ‘I’ in design: co-create and facilitate </li></ul><ul><li>Do your own empathic research </li></ul><ul><li>Systems before symptoms </li></ul><ul><li>Visualize - it’s your USP </li></ul><ul><li>Prototype, prototype, prototype </li></ul>
  46. 51. Thank you for listening… Oliver King Co-founder Engine | service design