111024 sd for new business potential thursday briefing

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  • Our service design projects are very diverse in nature, industry, and scope. \n\nFrom the very strategic ones to the most tacticals. \n\nFrom those which seek internal innovation to those which seek an impact in the life of the users.\n\n
  • \n\nWe’ll talk about Carrefour Scanlib a supermarket self-scanner service, Virtual mobile on mobile virtualization, and Globalcaja entrepreneurs a financial service for entrepreneurs designed from scratch.\n
  • But firstly, we’d like to share with you three ideas on SD to give you some context on the way we do things\n
  • For us Service Design is not about just doing pretty things, or disguising our problems with fancy artifacts or speeches...\n\nit’s about real life, it’s about designing the best experience we can for our users\n
  • Even the most technological Services are implemented by people in the companies, \n\nOur projects have a strong presence of technology, but the most important factor is always the people in charge of making real things happen\n
  • Yes, we need a human-centered aproach for SD: we can’t design a service which is against the needs, feelings, or motivations of our clients...\n
  • And we can’t design against the needs, feelings, and motivations of our staff. Services are not products, services are something intangible that is co-created by our user and our staff in different moments. If we forget the user or our staff we won’t do good design.\n\nAlternate\nWe design for and with staff too, \nwe design for the real people in charge of the moments of truth with their values, needs, motivations and assets.\nServices are created in the very moment of delivery by the client and the staff\nIf we don’t take into account our people, we won’t do service design.\n
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  • Carrefour asked us to do some research in order to localize the software of its self-scann service\n
  • So we went to some supermarkets in France and did some etnographic research. User research is so important for Service Design! Observation let us focus on the things that are really happening, on the actions we are trying to facilitate through design...\n
  • And in this case the Carrefour and Designit team discovered that this project wasn’t about just translating the labels of an application\n
  • it was also about Carrefour’s Spanish clients, and staff\n
  • the elegant integration of existing related services\n
  • and prepare the supermarket space with clear and easy artifacts to support the service\n
  • What started as a research-localizing project ended up being a service design project with the aim of ensuring the most convenient experience for the Spanish clients and to do that we had to identify the moments of truth and all the internal activity that supported the success within that moments.\n
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  • Hey we’ve got an amazin technology but we need\nMore or less this was the approach when we met our client, a savy wise guy from Telefonica R&D. \nThese are the kind of challenges we love in Designit!\n
  • And we started with some participatory design: \ngroup, we are very interested in how you live and use your mobile phones nowadays:\n the good, the bad moments, the job moments, the family/friends moments.\n
  • But we also ask them to imagine the future and how to potentiate the good moments and solve the barriers they encounter nowadays\n
  • They put a lot of passion, had a lot of fun and came up with lots of ideas.\n
  • With all the data, the Telefonica tema joined in and worked on generate ideas buiding on users’ and also to select the ones that could work based on their technology and business feasibility.\n
  • To finally produce 4 scenarios to create real services.\nThe starting point of the project was technology, but using service design the arrival point was real people’s life, designing engaging services that could get the user closer to the future scenarios they imagined.\nAnd yes, we finally designed an app that is going to be launched at the end of this month and hope to work with the Telefonica team to develop more scenarios.\n
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  • As you could see, the very nature of SD projects is that of transformation and to reach that there’s a continous movement and design work between concept and execution, strategy and tactic, organization front-stage \n
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  • 111024 sd for new business potential thursday briefing

    1. 1. Service Design – Thursday Briefing 2011 CopenhagenHello, we are Designit...David De Prado, Managing PartnerCharlotte Schoeffler, Service DesignerThanks, for having us today!
    2. 2. Service Design – Thursday Briefing 2011 CopenhagenAgenda...next 20 minutesOur service design projectsWhat we think and what we doHow we do it - 3 casesSo, a complete service design project in practise...
    3. 3. Service Design – Thursday Briefing 2011 CopenhagenOur Service Designprojects
    4. 4. Service Design – Thursday Briefing 2011 CopenhagenOur Service Design Projects Strategic vision Internal External innovation innovation Service encounter
    5. 5. Service Design – Thursday Briefing 2011 CopenhagenOur Service Design Projects Strategic vision Globalcaja Telefonica Entrepreneurs Virtual mobile Internal External innovation innovation Carrefour Scanlib Service encounter
    6. 6. Service Design – Thursday Briefing 2011 CopenhagenWhat we think andwhat we do
    7. 7. Service Design – Thursday Briefing 2011 Copenhagen 1. It’s systemic We don’t use service design as cosmetics! It’s more about substance than style.
    8. 8. Service Design – Thursday Briefing 2011 Copenhagen 2. It’s about organization and the way company do things
    9. 9. Service Design – Thursday Briefing 2011 Copenhagen 3. It’s about people It’s design for people.
    10. 10. Service Design – Thursday Briefing 2011 Copenhagen People are also our client’s people We design for staff too.
    11. 11. Service Design – Thursday Briefing 2011 CopenhagenCarrefourLocalization of asmooth user experience
    12. 12. Service Design – Thursday Briefing 2011 CopenhagenTest and localizethe software of analreadysuccessful service
    13. 13. Service Design – Thursday Briefing 2011 CopenhagenObserving realusersalways change theway we think
    14. 14. Service Design – Thursday Briefing 2011 CopenhagenYes, it was aboutthe software...
    15. 15. Service Design – Thursday Briefing 2011 Copenhagenbut also aboutpeople,...
    16. 16. Service Design – Thursday Briefing 2011 Copenhagenabout an ecologyof services, ...
    17. 17. Service Design – Thursday Briefing 2011 Copenhagenand also aboutartifacts.
    18. 18. Service Design – Thursday Briefing 2011 CopenhagenOur analysis identifiedthe moments of truthand internal activity toassure the success of theservice.
    19. 19. Service Design – Thursday Briefing 2011 CopenhagenTelefónicaFrom the technology tothe user
    20. 20. Service Design – Thursday Briefing 2011 CopenhagenWe’ve got thecoolesttechnology(mobilevirtualization), butwe don’t knowwhat for!!
    21. 21. Service Design – Thursday Briefing 2011 Copenhagen Co-creation with users allowed us to get to know some of the meanings of mobile phones for users’ life.
    22. 22. Service Design – Thursday Briefing 2011 Copenhagen and also their vision of the future
    23. 23. Service Design – Thursday Briefing 2011 Copenhagen even prototype their future cell- phone :-)
    24. 24. Service Design – Thursday Briefing 2011 CopenhagenCo-creation sessionswith the Telefonicateam: +200 ideas foruse scenarios and tonsof common sense toconverge on goodideas
    25. 25. Service Design – Thursday Briefing 2011 CopenhagenStarting point wastechnology...Through servicedesign, thedestination becamereal people’s life.
    26. 26. Service Design – Thursday Briefing 2011 CopenhagenGlobalcaja savingsbankDesigning a new servicefor entrepreneurs
    27. 27. Service Design – Thursday Briefing 2011 Copenhagen We need to rethink the relationship between banks and entrepreneurs
    28. 28. Service Design – Thursday Briefing 2011 CopenhagenDesigning a servicefrom scratchIt was not aboutservice improvement
    29. 29. Service Design – Thursday Briefing 2011 CopenhagenCo-creation withthe team at eachstepin order to reach animplementablesolution
    30. 30. Service Design – Thursday Briefing 2011 Copenhagen Business UserIt is still adesignproblem Resources
    31. 31. Service Design – Thursday Briefing 2011 CopenhagenA complexservice systemA facilitatorbetweendifferent actors
    32. 32. Service Design – Thursday Briefing 2011 Copenhagen A process to align the team on a shared vision of the new service
    33. 33. Service Design – Thursday Briefing 2011 Copenhagen Visualizing the intangible and not yet existing service for team work, prevision and concept testing
    34. 34. Service Design – Thursday Briefing 2011 Copenhagen Service encounter and backstage action defined for an implementable service concept
    35. 35. Service Design – Thursday Briefing 2011 CopenhagenSo,A complete servicedesign project inpractice...
    36. 36. Service Design – Thursday Briefing 2011 Copenhagen A complete service design project Usual design processResearch Conceptualization Service encounter design Implementation
    37. 37. Service Design – Thursday Briefing 2011 CopenhagenService Design Projects Strategic vision Internal External innovation innovation Service encounter
    38. 38. Service Design – Thursday Briefing 2011 CopenhagenSo in practice, service design is aboutcreating user value,business value,and organisational valueby applying design driven methods.
    39. 39. Service Design – Thursday Briefing 2011 CopenhagenAnd that’s what we have apassion for at Designit!
    40. 40. Service Design – Thursday Briefing 2011 CopenhagenThanks!David de Prado, david.deprado@dnxgroup.comCharlotte Schoeffler, charlotte.schoeffler@dnxgroup.com
    41. 41. Service Design – Thursday Briefing 2011 CopenhagenA complexservice systemA facilitatorbetweendifferent actors

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