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A business case for transformative services A business case for transformative services Nancy Birkhölzer, @nancybi Melanie Wendland, @melaniewendland Fjord Service Design Academy @fjordSlide 1 © Fjord 2012 | Confidential

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Transformative?Slide 2 © Fjord 2012 | Confidential

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Last year in San FranciscoSocio-ecological Service Design Slide 3 © Fjord 2012 | Confidential

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Transformative services are services thatchange the way individuals or groups behavein order to foster wellbeing andsatisfaction of the individual or group.Slide 4 © Fjord 2012 | Confidential

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Sounds nice, but …Slide 5 © Fjord 2012 | Confidential

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Transformative services are services thatchange the way individuals or groups behavein order to foster wellbeing andsatisfaction of the individual or group…while providing sustainable business valueSlide 6 © Fjord 2012 | Confidential

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Why should we bother? And what has this to do with service design?Slide 7 © Fjord 2012 | Confidential

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Individuals change Carb on Fo otpri nt Organic CSRSlide 8 © Fjord 2012 | Confidential

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Needs of individuals change, too Self-actualization Love, belonging, self- esteem Food, shelter, safetySlide 9 © Fjord 2012 | Confidential

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Organizations changeSlide 10 © Fjord 2012 | Confidential

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Markets changeSlide 11 © Fjord 2012 | Confidential

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Market opportunities for new products and services change, tooSlide 12 © Fjord 2012 | Confidential

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Society changes bility Financ ial insta Climate c hange Aging popu lation gap P oor rich Heal th issue sSlide 13 © Fjord 2012 | Confidential

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Transformative services impact Society Individual Organization MarketSlide 14 © Fjord 2012 | Confidential

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So where are we now?Slide 15 © Fjord 2012 | Confidential

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From the experience economy to the economy of transformations…Slide 16 © Fjord 2012 | Confidential

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Signals of transformation ISM PROSUMER SLO W LIVIN G CROWD SOURCING REPUTATION CAPITALSlide 17 © Fjord 2012 | Confidential

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Designing transformative servicesSlide 18 © Fjord 2012 | Confidential

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8 Key ingredientsSlide 19 © Fjord 2012 | Confidential

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Connect to a communitySlide 20 © Fjord 2012 | Confidential

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Wheelmap.org – accessibility wikiAbout Transformation type“Wheelmap.org is a map withwheelchair-accessible places. Individual, SocietyEveryone can – like in Wikipedia –access the site via the Internet oriPhone and find, add or editplaces.”Transformational aspectEmpower people with disabilities &make it fun for them to get aroundthe city like everyone else.Key characteristicsSlide 21 © Fjord 2012 | Confidential

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Match NEEDS & WANTSSlide 23 © Fjord 2012 | Confidential

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Kickstarter – co-fundingAbout Transformation type“Kickstarter is a funding platform Society, Individualfor creative projects.”Transformational aspectEnable individuals to helpindividuals to realize their projects.Key characteristicsSlide 24 © Fjord 2012 | Confidential

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Form new habitsSlide 26 © Fjord 2012 | Confidential

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Kochhaus – walk-in recipe bookAbout Transformation type“Kochhaus ist das ersteLebensmittelgeschäft, das sich Market, Individualkonsequent dem Thema Selber-Kochen widmet und nicht mehrnach Warengruppen, sondern nachRezepten sortiert ist.”Transformational aspectMake it easy for people to enjoyhealthy home-cooking.Key characteristicsSlide 27 © Fjord 2012 | Confidential

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Establish platformsSlide 29 © Fjord 2012 | Confidential

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Gidsy – marketplace for servicesAbout Transformation type“Gidsy is a marketplacefor authentic experiences. Besides Individual, Society, Marketbooking fun stuff to do, anyone canhost activities.”Transformational aspectEmpower individuals to startmaking money by offering a servicebased on a personal skill.Key characteristicsSlide 30 © Fjord 2012 | Confidential

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Empower the individualSlide 32 © Fjord 2012 | Confidential

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CitiBank, iPad BankingAbout Transformation typeBanking app that combines traditionallyseparated banking services into ONE Individual, Organizationservice.Helps customers to explore andcompare their own spending with thoseof others.Key transformational aspectPersonal finance management app toempower customers to make smartfinancial decisions.Key characteristicsSlide 33 © Fjord 2012 | Confidential

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Embed services seamlesslySlide 35 © Fjord 2012 | Confidential

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DriveNowAbout Transformation typeCar sharing, pay by the minute. No extra Society, Individualcosts like fuel or parking.Transformational AspectMake car sharing so easy and effortlessby providing a real alternative toowning a car or using other forms oftransportationKey characteristicsSlide 36 © Fjord 2012 | Confidential

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Enable responsible actionsSlide 38 © Fjord 2012 | Confidential

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AlertMeAbout Transformation typeStop wasting energy, start saving money Society, IndividualTransformational AspectSmartEnergy gives you real-time andhistorical visibility of energy use in yourhome, giving you greater control overyour household costs and putting anend to bill shocks once and for all.Key characteristicsSlide 39 © Fjord 2012 | Confidential

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Foster co-creationSlide 41 © Fjord 2012 | Confidential

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Spotify – the “anytime” music libraryAbout Transformation type“Eine umfassende, jederzeit Market, Individualverfügbare Musikbibliothek”Transformational aspectEnable access to all music anytime.Shift to “sharing and using” insteadof “owning”.Key characteristicsSlide 42 © Fjord 2012 | Confidential

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Infusing love into servicesSlide 44 © Fjord 2012 | Confidential

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“I love my health insurance”Slide 45 © Fjord 2012 | Confidential

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Measuring success from Attention to Interest to Desire to IMPACTSlide 46 © Fjord 2012 | Confidential

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Businesses! “Our total revenue this year was 7500 transformations”Slide 47 © Fjord 2012 | Confidential