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Unboring Service Design with Craft & Creativity

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OVERVIEW
This talk takes a look at the emerging role of service design and how creativity can make a difference. With business models changing rapidly, focus is shifting from product to services and brands are looking for new ways to strengthen the relationship they have with people.

Daniël from Achtung! & Kraftwerk explores how service design can create an emotional connection using creativity & craft. He will focus on the importance of good insights, storytelling creativity, prototyping and awesome execution. With a show and tell of work-in-progress, final pieces and inspiring work from others.

Target Audience
Designers, creatives, technologists, strategists, producers and brand owners.

Five things audience members will learn

How design can change behaviour.
How brands can earn their place in peoples lives.
How collaboration is the new competition.
How we connect services and storytelling.
How the future is shaped today.

Published in: Design

Unboring Service Design with Craft & Creativity

  1. 1. Unboring service design with craft & creativity 24/02/2015
  2. 2. Hi! Daniël Sytsma Partner & Creative Director Achtung! & Kraftwerk
  3. 3. Today 3 ways to unbore service design.
  4. 4. 1Make it human
  5. 5. 2Make it a story
  6. 6. 3Make it count
  7. 7. &
  8. 8. &
  9. 9. &
  10. 10. Creative agency Design agency
  11. 11. Stories Services
  12. 12. Creatives Designers
  13. 13. Creatives Producers Designers
  14. 14. UX designers Illustrators Film directors Developers Researchers Scientists Creatives Producers Designers 3D artists Sound designers Model builders Photographers Set builders Technologists Marketeers Editors Writers Car mechanics Hardware engineers Graffiti artists Stylists Art directors Actors Puppeteers Backend developers
  15. 15. What is service design?
  16. 16. “Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, & healthcare. Service design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user.This cross- disciplinary practice combines numerous skills in design, management and process engineering. Services have existed and have been organised in various forms since time immemorial. However, consciously designed services that incorporate new business models are empathetic to user needs and attempt to create new socio-economic value in society. Service design is essential in an knowledge driven economy.” Mark Stickdorn
  17. 17. “Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, & healthcare. Service design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user.This cross- disciplinary practice combines numerous skills in design, management and process engineering. Services have existed and have been organised in various forms since time immemorial. However, consciously designed services that incorporate new business models are empathetic to user needs and attempt to create new socio-economic value in society. Service design is essential in an knowledge driven economy.” Mark Stickdorn
  18. 18. When you have two coffee shops next to each other that sell the same product at the same price, service design is the reason why you walk into one and not the other. Marc Fonteijn
  19. 19. Product industries become service industries.
  20. 20. From car business to mobility service
  21. 21. The average car is used for only an hour a day.
  22. 22. Service design can increase that efficiency.
  23. 23. Uber wants to be a cheaper alternative to owning a car.
  24. 24. DaimlerBMW Volvo + DHLUber
  25. 25. Tesla just entered the energy market with a special battery for your house.
  26. 26. Medical Retail Banking Delivery MediaFood Mobility Energy Education Fashion
  27. 27. “WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING WE USED WHEN WE CREATED THEM.”
  28. 28. Unboring service design
  29. 29. 3 key principles Make it human Make it a story Make it count
  30. 30. 1Make it human
  31. 31. “You don’t want a machine that’s always telling you the answer. You want one that approaches you like, ‘Let’s solve this together’”. Spike Jonze, about ‘Her’
  32. 32. Make technology more human.
  33. 33. 31. Choice of Law The State of Georgia’s laws, except for conflict of laws rules, will apply to any dispute related to these Terms or the Service. Any dispute related to the Terms, the Privacy Policy, or the Service itself will be decided by the state and federal courts in Fulton County, Georgia, and each party will be subject to the jurisdiction of those courts. 32. Force Majeure We won’t be held liable for any delays or failure in performance of any part of the Service, from any cause beyond our control. This includes, but is not limited to, acts of God, changes to law or regulations, embargoes, war, terrorist acts, riots, fires, earthquakes, nuclear accidents, zombie apocalypse, floods, strikes, power blackouts, volcanic action, unusually severe weather conditions, and acts of hackers or third- party internet service providers. 33. Survivability Even if this Agreement is terminated, the following sections will continue to apply: Proprietary Rights Owned by Us, Proprietary Rights Owned by You, Compliance with Laws, Limitation of Liability, No Warranties, Indemnity, Choice of Law, Severability, and Entire Agreement. 34. Severability If it turns out that a section of this Agreement isn’t enforceable, then that section will be removed or edited as little as necessary, and the rest of the Terms will still be valid.
  34. 34. Find true human relevance Don’t talk like a machine Be thoughtful in every little detail 1. Make it human
  35. 35. 2Make it a story
  36. 36. Turning something you have to do, into something you want to do.
  37. 37. Make brushing fun
  38. 38. 24 days = routine
  39. 39. PETE THE PIRATE AND HIS ONE WOODEN TOOTH RAMONE THE RUSTY RAPPER AND HIS RUSTY GRILL SHAWN THE TOOTHLESS SHARK AND HIS GUMMY SMILE TAYLOR THE TOOTHLESS TOOTH FAIRY ROSIE THE RABBIT AND HER YELLOW BUCK TEETH VICKY THE ONE FANG VAMPIRE
  40. 40. 3Make it count
  41. 41. With mobile technology, life becomes a game platform
  42. 42. Track everything.
  43. 43. Undisclosed project
  44. 44. Conclusion Make it human Make it a story Make it count
  45. 45. @danielsytsma Jobs Designers Art Directors UX

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