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Digital Service Design - Creuna Morgen Briefing

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VIDEO PRESENTATION AVAILABLE (in Danish): http://video.creuna.com/channel/557918/design-af-digitale-services

Den digitale revolution har født helt nye services som taletid, online check-in, iTunes etc. Services, der har succes, fordi de benytter de rigtige kanaler i et forløb, der er naturligt og engagerende for brugeren. Opdag den nytænkning det kræver at skabe unikke oplevelser for den nye generation af digitale forbrugere, og hør, hvordan du designer profitable services, der samtidig gør brugerne til advokater for dit brand.

For more information visit www.creuna.dk

Published in: Business, Design
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Digital Service Design - Creuna Morgen Briefing

  1. 1. Digitalt servicedesign<br />MORGENBRIEFING D. 2. FEBRUAR 2010<br />Jacob Hage, senior konsulent<br />
  2. 2.
  3. 3. Service<br />Service Design Morgenbriefing<br />3<br />
  4. 4. Design<br />Service Design Morgenbriefing<br />Slide 4<br />
  5. 5. DTDT(define the damnthing)<br />Service Design Morgenbriefing<br />Slide 5<br />
  6. 6. »Service design is the design of intangibleexperiencesthatreachpeoplethroughmanydifferenttouchpoints, and thathappenover the time«– Bill Moggridge, Co-founder of IDEO<br />Service Design Morgenbriefing<br />Slide 6<br />
  7. 7. »Service design addresses the functionalityand form of services from the perspective of clients. It aims to ensurethat service-interfaces areuseful, usable, and desireablefrom the client’s point of viewand effective, efficient, and distinctivefrom the supplier’s point of view«– Birgit Mager, Professor at Köln International School of Design<br />Service Design Morgenbriefing<br />Slide 7<br />
  8. 8. »Service is everythingthatcan’tfallonyourfeet«– The Economist<br />Service Design Morgenbriefing<br />Slide 8<br />
  9. 9. Eksempel<br />Service Design Morgenbriefing<br />Slide 9<br />
  10. 10. 10<br />
  11. 11. Service Design Morgenbriefing<br />11<br />
  12. 12. Service Design Morgenbriefing<br />12<br />
  13. 13. 13<br />Service Design Morgenbriefing<br />
  14. 14. Service Design Morgenbriefing<br />14<br />
  15. 15. Service Design Morgenbriefing<br />15<br />
  16. 16. Service Design Morgenbriefing<br />16<br />
  17. 17. Service Design Morgenbriefing<br />17<br />Services<br />Leasing<br />Forsikring<br />
  18. 18. 18<br />Rejser<br />
  19. 19. Service Design Morgenbriefing<br />19<br />Tager på arbejde<br />
  20. 20. Service Design Morgenbriefing<br />20<br />Får hentet skrald<br />
  21. 21. Service Design Morgenbriefing<br />21<br />Ser TV<br />
  22. 22. Service Design Morgenbriefing<br />22<br />Indlagt på hospitalet<br />
  23. 23. Service Design Morgenbriefing<br />23<br />Spare op<br />
  24. 24. Service Design Morgenbriefing<br />24<br />Låne penge<br />
  25. 25. Service Design Morgenbriefing<br />25<br />Boligsiden?<br />Boliga?<br />Købe hus<br />Home?<br />Nybolig?<br />Realmæglerne?<br />DanBolig?<br />EDC?<br />
  26. 26. Services sat i system<br />Service Design Morgenbriefing<br />26<br />
  27. 27. Service Design Morgenbriefing<br />Slide 27<br />
  28. 28. Service Design Morgenbriefing<br />28<br />April 2003:Launch i april 2003<br />April 2008: Nr. 1 i salg af musik i USA<br />Januar 2009: 6 mia. sange solgt<br />(70% af digitale salg)<br />Musik (sange+albums)<br />Eksklusivt materiale<br />Film<br />Serier<br />AudioBooks<br />Podcasts<br />iTunesU<br />Apps for iPhone<br />
  29. 29. Hvordan?<br />Service Design Morgenbriefing<br />29<br />
  30. 30. Service Design Morgenbriefing<br />Slide 30<br />
  31. 31. Indsigt!<br />Service Design Morgenbriefing<br />Slide 31<br />
  32. 32. Kilde: Bain & Company – Closing the Delivery Gap. Efter Adaptive Path<br />Slide 32<br />362 amerikanske <br />virksomhedsledere<br />8%<br />95% siger de er ”customerfocused”<br />80% siger de leverer ”superiorexperiences”<br />Kun 8% af deres kunder er enige!<br />
  33. 33. 33<br />www.servicedesigntools.org<br />
  34. 34. Research +Trends + Fortolkning<br />Slide 34<br />Service Design Morgenbriefing<br />
  35. 35. DIGITAL BRIEFING 2009, 28.05.09<br />Service Design Morgenbriefing<br />Besøg video.creuna.dk for at gense morgenbriefing om user research<br />
  36. 36. DIGITAL BRIEFING 2009, 28.05.09<br />
  37. 37. The bus experience<br />Planlægning<br />Bekymring – Nårjegbussen?<br />Findestoppested<br />Gåtilstoppested<br />Pladstil min barnevogn?<br />Korteller billet<br />Kontanter? <br />...<br />Hvorskaljegaf<br />Skiftebuslinie<br />Mødes med nogen<br />Videre med anden transport<br />Hvornårgårbussentilbage<br />...<br />Servicedesignprocessenbørdækkeheleforløbet<br />Selvebusturen<br />
  38. 38. ”Lifetimevalue of a customer”<br />Service Design Morgenbriefing<br />38<br />
  39. 39. Service Design Morgenbriefing<br />Slide 39<br />The lifetimevalue of a loyal pizza eatercanbe as much as $8,000<br />– Heskett et. al.<br />
  40. 40. Kilde: Zero Defections: Quality Comes to Services. HBR<br />40<br />
  41. 41. Service Design Morgenbriefing<br />41<br />
  42. 42. Service Design Morgenbriefing<br />42<br />»I like the mix of coffees, the different flavors, it’s nice coffee... And I like the simplicity.«<br />– Kunde, somnetopharkøbt for ca. 240 kr. kapsler<br />
  43. 43. Service Design Morgenbriefing<br />43<br />
  44. 44. Service Design Morgenbriefing<br />44<br />
  45. 45. Service Design Morgenbriefing<br />45<br />
  46. 46. Nespressions<br />Service Design Morgenbriefing<br />46<br />
  47. 47. Service Design Morgenbriefing<br />47<br />
  48. 48. Service Design Morgenbriefing<br />48<br />Besøg video.creuna.dk for at gense morgenbriefing om sociale medier<br />
  49. 49. Service Design Morgenbriefing<br />49<br />Besøg video.creuna.dk for at gense morgenbriefing om sociale medier<br />
  50. 50. Service Design Morgenbriefing<br />50<br />
  51. 51. Service Design Morgenbriefing<br />51<br />
  52. 52. Service Design Morgenbriefing<br />52<br />
  53. 53. Kilde: Zero Defections: Quality Comes to Services. HBR<br />53<br />
  54. 54. Kundekontakt<br />Kilde: Design Council<br />Slide 54<br />
  55. 55. Service Design Morgenbriefing<br />Slide 55<br />
  56. 56. Kilde: Adaptive Path<br />Slide 56<br />
  57. 57. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse rutrum, lacus <br />Lorem ipsum dolor sit amet, consectetur elit. Suspendisse rutrum, lacus id dignissim posuere, lacus erat tristique.<br />Lorem ipsum dolor sit amet, consectetur adipiscing elit. <br />Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse rutrum, l<br />Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse rutrum, lacus id dignissim posuere, lacus erat tristique.<br />Lorem ipsum dolor sit amet, rutrum, lacus id dignissim posuere, lacus erat tristique.<br />Lorem ipsum dolor sit<br />Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse rutrum, lacus id dign issim posuere, lacus erat tr<br />
  58. 58. Forretning!<br />Service Design Morgenbriefing<br />Slide 58<br />
  59. 59.
  60. 60.
  61. 61. Service Design Morgenbriefing<br />61<br />
  62. 62. Kvalitetsmåling<br />Slide 62<br />
  63. 63. Service Design Morgenbriefing<br />63<br />
  64. 64. Physicalevidence<br />64<br />
  65. 65. © Creuna<br />DIGITAL BRIEFING 2009, 28.05.09<br />
  66. 66. Kilde: firstdirect.com<br />66<br />
  67. 67. 67<br />Service Design Morgenbriefing<br />
  68. 68. 68<br />
  69. 69. Service Design Morgenbriefing<br />69<br />
  70. 70. Service Design Morgenbriefing<br />70<br />
  71. 71. Service Design Morgenbriefing<br />71<br />
  72. 72. Putting the Service-Profit Chain to Work, HBR ‘94<br />72<br />
  73. 73. Putting the Service-Profit Chain to Work, HBR ‘94<br />73<br />
  74. 74. Det betaler sig!<br />74<br />
  75. 75. 75<br />
  76. 76. 76<br />
  77. 77. Service Design Morgenbriefing<br />77<br />Rent!<br />Hygiejnisk!<br />Miljøvenligt!<br />
  78. 78. Service Design Morgenbriefing<br />78<br />
  79. 79. Rentabelt?<br />79<br />
  80. 80. Opsamling<br />Identificer behovet!<br />Indsigt (kunde/borger, forretning)<br />Touchpoints(fysiske, digitale, frontstage, backstage)<br />Physicalevidence(håndgribelige artefakter)<br />Kvalitetsmåling (mål, promise)<br />Følg op, evaluer og optimer!<br />Slide 80<br />Service Design Morgenbriefing<br />
  81. 81. Tak for i dag!<br />Yderligere information og inspiration:<br />Ny dansk bog: Servicedesign af Søren Bechmann<br />Bog: Subject to Change af Peter Merholz m.fl.<br />www.servicedesigntools.org<br />Harvard Business Review-artikler:<br />Zero Defections: Quality Comes to Services.<br />The One NumberYouNeed To Grow<br />Putting the Service-Profit Chain to Work<br />blog.creuna.dk/category/service-design/<br />Ring / Skriv: jacob.hage@creuna.dk - 22 68 58 54<br />Slide 81<br />Service Design Morgenbriefing<br />

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