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image courtesy istockphoto
A Guide to Service Design for Disassembly
KAZUMICHI SAKATA

@mariosakata

Recruit Technologies ...
2
Summary
Point of View




Paradigm Shift
Change Management
image courtesy istockphoto
1984Was Born
2008-2013
About
01
2013-2015
02
2015-
03
2015-
04
4


Pixels
01
Design to the Powers of Ten


Website


Webservice
Ecosystem
…and Beyond
02 03
5
Powers of Ten


What is a Service?
7
✓教育・研究
✓医療・保健
✓流通
✓事業向け/個人向け
Tertiary Industry: Service as an Intangible Value
image courtesy istockphoto


8


Communication
Value
Outline
Product vs Service: What is the Difference?
Intangible
Simultaneous Heterogeneous


What is Service Design?
10




Aesthetics and the
Ideology
The History of Service Design
G. Lynn Shostack, (1982)

“How to Design a Service”,
Euro...




Front Stage Experience
11
Designing 2-Sided User Experience




Back Stage ExperienceProduct

Operation

Policy

Struc...




12




Air France-KLM’s
‘e-tag & e-track’
Interactive Communication in Service Design
image courtesy airlinetrends.com
Why Service Design?




14
Background: 21st Century Problems
20th Century Problem
Serve
Manufacture
 Advertise
 Sell

21st Century Problem
Make a ...
15
1. Benefits of Scale: Human Centeredness
Before


User
After




Human


16
2. Extending Touchpoints: Design for Communication


Before




Single & Multi-Channel
After




Cross & Omni-Channel


Dismantling Service Design
18
Ecosystem & Communication


19




ー TMA-2 Modular
Sell Your Ecosystem, Not Your Product
20
Look Through Both Lenses


InterfaceActivityEnvironmentCulture Interface Activity Environment Culture
Frontstage Experi...
21
Issues in Hospitality Industry






The Necessity of Service Design
22


Case Study


Understanding Blueprint of a Service




How to Execute Ideas
image courtesy istockphoto
23


Stakeholders


Case Study: The Launch of B2B2C Model E-Commerce
24
Business Model
Project Journey
Partnership
Execution
USER
INTERVIEW
BRAINSTORM
TOUCHPOINT

DESIGN
BRAND

COMMUNICATION ...






25





 



Service Blueprint
26
Service Blueprint
Front Stage Experience
WHO? WHEN? WHERE? WHAT? HOW? WHY?

Back Stage Experience

WHO? WHEN? WHERE? WH...
27






Acquisition Activation Retention Revenue Referral
01 02 03
28






To Serve is Being Human
29
Service Design Model
TOUCHPOINT DESIGN
WHAT
HOW
WHY
HOW
WHY
WHO WHO
SERVICE

BLUEPRINT
CUSTOMER ENTERPRISE
Stakeholders...


Conclusion
31
Continuous
Communication


Ecosystem


To Serve
Human Centered


Orchestration


2-Sided Experience
Service Design for ...
32
People ignore design that ignores people.
❞
❞
— Frank Chimero








33
Think in Systems
34
Challenge to Service Design








35
http://blog.recruit-tech.co.jp/2015/08/28/recruit_two_cx/
Service Design in Recruit
http://japan.service-design-network...
36
Upcoming Events in Osaka
UX Japan Forum 2016 (2016.09.24 (Sat))
UX KANSAI (2016.04.09 (Sat))
uxjapan.org
facebook.com/u...
kazumichi.sakata@gmail.com @mariosakata
Thank You
sprmario.hatenablog.jp/ slideshare.net/kazumichisakata
image courtesy is...
Upcoming SlideShare
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サービスデザインの骨格と視点

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2016年3月4日に大阪で開催された HCD-Net サロンでお話しさせていただいたプレゼンテーションです。

Published in: Design

サービスデザインの骨格と視点

  1. 1. image courtesy istockphoto A Guide to Service Design for Disassembly KAZUMICHI SAKATA
 @mariosakata
 Recruit Technologies Co., Ltd. & UX Tokyo
 HCD-Net | March 4th, 2016
  2. 2. 2 Summary Point of View 
 
 Paradigm Shift Change Management image courtesy istockphoto
  3. 3. 1984Was Born 2008-2013 About 01 2013-2015 02 2015- 03 2015- 04
  4. 4. 4 
 Pixels 01 Design to the Powers of Ten 
 Website 
 Webservice Ecosystem …and Beyond 02 03
  5. 5. 5 Powers of Ten
  6. 6. 
 What is a Service?
  7. 7. 7 ✓教育・研究 ✓医療・保健 ✓流通 ✓事業向け/個人向け Tertiary Industry: Service as an Intangible Value image courtesy istockphoto 

  8. 8. 8 
 Communication Value Outline Product vs Service: What is the Difference? Intangible Simultaneous Heterogeneous
  9. 9. 
 What is Service Design?
  10. 10. 10 
 
 Aesthetics and the Ideology The History of Service Design G. Lynn Shostack, (1982)
 “How to Design a Service”, European Journal of Marketing, Vol. 16 Issue: 1, pp.49-63 1982 Educational Program at
 Köln International School of Design, Service Design Network was then founded in 2004 1990
  11. 11. 
 
 Front Stage Experience 11 Designing 2-Sided User Experience 
 
 Back Stage ExperienceProduct
 Operation
 Policy
 Structure
 Culture

  12. 12. 
 
 12 
 
 Air France-KLM’s ‘e-tag & e-track’ Interactive Communication in Service Design image courtesy airlinetrends.com
  13. 13. Why Service Design? 
 

  14. 14. 14 Background: 21st Century Problems 20th Century Problem Serve
Manufacture
 Advertise
 Sell
 21st Century Problem Make a ‘Thing` 01 Make a ‘Profit` 02 Re-Engagement, Loyalty 03 TODAY
  15. 15. 15 1. Benefits of Scale: Human Centeredness Before 
 User After 
 
 Human 

  16. 16. 16 2. Extending Touchpoints: Design for Communication 
 Before 
 
 Single & Multi-Channel After 
 
 Cross & Omni-Channel
  17. 17. 
 Dismantling Service Design
  18. 18. 18 Ecosystem & Communication 

  19. 19. 19 
 
 ー TMA-2 Modular Sell Your Ecosystem, Not Your Product
  20. 20. 20 Look Through Both Lenses 
 InterfaceActivityEnvironmentCulture Interface Activity Environment Culture Frontstage Experience Backstage Experience
  21. 21. 21 Issues in Hospitality Industry 
 
 
 The Necessity of Service Design
  22. 22. 22 
 Case Study 
 Understanding Blueprint of a Service 
 
 How to Execute Ideas image courtesy istockphoto
  23. 23. 23 
 Stakeholders 
 Case Study: The Launch of B2B2C Model E-Commerce
  24. 24. 24 Business Model Project Journey Partnership Execution USER INTERVIEW BRAINSTORM TOUCHPOINT
 DESIGN BRAND
 COMMUNICATION SELF
 EXPERIENCE GUIDELINE
  25. 25. 
 
 
 25 
 
 
 
 
 Service Blueprint
  26. 26. 26 Service Blueprint Front Stage Experience WHO? WHEN? WHERE? WHAT? HOW? WHY?
 Back Stage Experience
 WHO? WHEN? WHERE? WHAT? HOW? WHY?

  27. 27. 27 
 
 
 Acquisition Activation Retention Revenue Referral 01 02 03
  28. 28. 28 
 
 
 To Serve is Being Human
  29. 29. 29 Service Design Model TOUCHPOINT DESIGN WHAT HOW WHY HOW WHY WHO WHO SERVICE
 BLUEPRINT CUSTOMER ENTERPRISE Stakeholders Needs Context StakeholdersValueOperation Solution Solution CUSTOMER
 JOURNEY
  30. 30. 
 Conclusion
  31. 31. 31 Continuous Communication 
 Ecosystem 
 To Serve Human Centered 
 Orchestration 
 2-Sided Experience Service Design for Disassembly 

  32. 32. 32 People ignore design that ignores people. ❞ ❞ — Frank Chimero
  33. 33. 
 
 
 
 33 Think in Systems
  34. 34. 34 Challenge to Service Design 
 
 
 

  35. 35. 35 http://blog.recruit-tech.co.jp/2015/08/28/recruit_two_cx/ Service Design in Recruit http://japan.service-design-network.org/ Service Design Network Japan http://www.amazon.co.jp/dp/4861008522/ This Is Service Design Thinking. http://www.servicedesigntoolkit.org/downloads.html Service Design Toolkit http://www.service-design-network.org/ Service Design Network http://www.slideshare.net/kazumichisakata/2-43421944 My Talk about Service Design Reference
  36. 36. 36 Upcoming Events in Osaka UX Japan Forum 2016 (2016.09.24 (Sat)) UX KANSAI (2016.04.09 (Sat)) uxjapan.org facebook.com/uxjapan uxkansai.tumblr.com facebook.com/uxkansai
  37. 37. kazumichi.sakata@gmail.com @mariosakata Thank You sprmario.hatenablog.jp/ slideshare.net/kazumichisakata image courtesy istockphoto

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