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Fjord Service Design Academy: A business case for transformative services

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Nancy Birkhölzer and Melanie Wendland from Fjord’s Service Design Academy delivered a keynote at the Service Design Conference organized by the German chapter of the International Service Design Network. Theme of the conference was Creating value(s): Transforming business, society and individual behavior through Service Design.

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Fjord Service Design Academy: A business case for transformative services

  1. 1. 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
  2. 2. Transformative?Slide 2 © Fjord 2012 | Confidential
  3. 3. Last year in San FranciscoSocio-ecological Service Design Slide 3 © Fjord 2012 | Confidential
  4. 4. 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
  5. 5. Sounds nice, but …Slide 5 © Fjord 2012 | Confidential
  6. 6. 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
  7. 7. Why should we bother? And what has this to do with service design?Slide 7 © Fjord 2012 | Confidential
  8. 8. Individuals change Carb on Fo otpri nt Organic CSRSlide 8 © Fjord 2012 | Confidential
  9. 9. Needs of individuals change, too Self-actualization Love, belonging, self- esteem Food, shelter, safetySlide 9 © Fjord 2012 | Confidential
  10. 10. Organizations changeSlide 10 © Fjord 2012 | Confidential
  11. 11. Markets changeSlide 11 © Fjord 2012 | Confidential
  12. 12. Market opportunities for new products and services change, tooSlide 12 © Fjord 2012 | Confidential
  13. 13. Society changes bility Financ ial insta Climate c hange Aging popu lation gap P oor rich Heal th issue sSlide 13 © Fjord 2012 | Confidential
  14. 14. Transformative services impact Society Individual Organization MarketSlide 14 © Fjord 2012 | Confidential
  15. 15. So where are we now?Slide 15 © Fjord 2012 | Confidential
  16. 16. From the experience economy to the economy of transformations…Slide 16 © Fjord 2012 | Confidential
  17. 17. Signals of transformation ISM PROSUMER SLO W LIVIN G CROWD SOURCING REPUTATION CAPITALSlide 17 © Fjord 2012 | Confidential
  18. 18. Designing transformative servicesSlide 18 © Fjord 2012 | Confidential
  19. 19. 8 Key ingredientsSlide 19 © Fjord 2012 | Confidential
  20. 20. Connect to a communitySlide 20 © Fjord 2012 | Confidential
  21. 21. 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
  22. 22. Slide 22 © Fjord 2012 | Confidential
  23. 23. Match NEEDS & WANTSSlide 23 © Fjord 2012 | Confidential
  24. 24. 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
  25. 25. Slide 25 © Fjord 2012 | Confidential
  26. 26. Form new habitsSlide 26 © Fjord 2012 | Confidential
  27. 27. 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
  28. 28. Slide 28 © Fjord 2012 | Confidential
  29. 29. Establish platformsSlide 29 © Fjord 2012 | Confidential
  30. 30. 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
  31. 31. Slide 31 © Fjord 2012 | Confidential
  32. 32. Empower the individualSlide 32 © Fjord 2012 | Confidential
  33. 33. 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
  34. 34. Slide 34 © Fjord 2012 | Confidential
  35. 35. Embed services seamlesslySlide 35 © Fjord 2012 | Confidential
  36. 36. 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
  37. 37. Slide 37 © Fjord 2012 | Confidential
  38. 38. Enable responsible actionsSlide 38 © Fjord 2012 | Confidential
  39. 39. 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
  40. 40. Slide 40 © Fjord 2012 | Confidential
  41. 41. Foster co-creationSlide 41 © Fjord 2012 | Confidential
  42. 42. 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
  43. 43. Slide 43 © Fjord 2012 | Confidential
  44. 44. Infusing love into servicesSlide 44 © Fjord 2012 | Confidential
  45. 45. “I love my health insurance”Slide 45 © Fjord 2012 | Confidential
  46. 46. Measuring success from Attention to Interest to Desire to IMPACTSlide 46 © Fjord 2012 | Confidential
  47. 47. Businesses! “Our total revenue this year was 7500 transformations”Slide 47 © Fjord 2012 | Confidential

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