1. The Product Is Not Enough:
Deliver Memorable Experiences
With Service Design
Primož Mahne
3 IN 4
VSA PODROČJA
IZOBRAŽEVANJE ZA PROJEKTNEGA
IN PROCESNEGA MANAGERJA
Operativni, taktični in strateški nivo

2. the original
the copy

4. Source: dilbert.com/strips/comic/2007-09-13/

5. Service Design
≠
42

6. 1. We Are Willing to
Pay Premium for
Great Experiences

7. 8
This advert allegedly appeared in New York Times recruiting men for the
first ever expedition to Alaska (1910).

8. Joseph Pine, James Gilmore: The Experience Economy
COMMODITIES
GOODS
SERVICES
EXPERIENCES
high
differentiation
low
differentiation
price premiumprice war

9. Izobraževanje Intra Lighting, 18. december 2013
McLaren P1 GTR / Buy a Car, Get a Racing
Driver Experience
10
Source: cars.mclaren.com

10. 2. Plan A:
Always Have a Plan B

11. Time
Service Recovery Paradox
CustomerSatisfaction
“Fuck-up” Service
recovery
Customers with service failure
and successful recovery
Customers without
service failure

12. Izobraževanje Intra Lighting, 18. december 2013
Ritz Carlton / Every Employee: 2.000$ Budget
“To Make It Right” in Case of Service Failure
14
Vir: cars.mclaren.com

13. Izobraževanje Intra Lighting, 18. december 2013 16
It Has Never Been So Easy to Lose Reputation

14. …Or To Win It.

15. …Or To Win It.

16. 3. Every Product Has a
Service Component

17. Izobraževanje Intra Lighting, 18. december 2013
Volvo / Ecosystem for New Services
20
Vir: cars.mclaren.com

18. Rolls-Royce / Power-by-the-hour
22

19. 4. Always Start
With the User

20. Imagine two persons:
• born in 1948 in Great Britain,
• married, successful and wealthy,
• have at least two kids,
• both love dogs,
• their favourite vacation destination is in the Alps.
Source: Stickdorn, Schneider, This Is Service Design Thinking

21. Source: Stickdorn, Schneider, This Is Service Design Thinking
…Obviously, demographics don’t work:

22. Izobraževanje Intra Lighting, 18. december 2013
ProRail / Solving Users’ Real Problems
26

23. 5. Discover User Insights
With Design Research

24. “If I had asked people what they wanted,
they would have said faster horses.”
Henry Ford, Founder of Ford Company

25. A lot of times, people don't know what
they want until you show it to them."
Steve Jobs, Apple

26. Design research
Market research
≠

27. DESIGN RESEARCH ≠
MARKET RESEARCH
Market research Design research
what/who? why/how?
what people will buy why they will buy it
stat. large sample small sample
wide insight focused insight
business decisions innovation, R&D, iterations
quantitative: numbers qualitative: behaviour
looking back looking forward
at the end of the project beginning of the project
begins

28. Users
evaluate
33
We assume,
we know users’
needs
Production
Market
launch
Corrections,
corrections!
Prototype
solutions
Iterate, test,
improve
Market
launch
Chances
for success
improved
Design process based on assumptions
Design process based on user insight
We ask users
for insights

29. 6. Design the Entire
Experience

30. 35
0% 20% 40% 60% 80% 100%
Companies: “We offer
a great experience”
Users: “Yes, I agree”
Source: Bain Customer Led Growth diagnostic questionnaire
There is Definitely Room for Improvement:

31. PRE-
PURCHASE
EXPERIENCE
Vir: Design Management Institute Review
POST-
PURCHASE
EXPERIENCE
PURCHASE
EXPERIENCE
BRAND
TOUCHPOINTS

32. 7. When Multinational
Companies, Consulting
Firms and the US Army
Start Using it, You Know It
Really Works.

33. US Army / Design Thinking Is Part of the
Official Doctrine

34. Thanks.
Feel free to post feedback or constructive critique in the
comments below.
twitter: @primozmahne
linkedin: si.linkedin.com/in/primozmahne