Services Design for People (Paper #innovación                      Parque de 7 )by Rafael Zaballa   La Salle Innovation Pa...
From the Book by Prof. John Heskett “Design, a Very Short Introduction”                              2      La Salle Parqu...
“Designing is a structured working process to create objects,images, spaces, services and innovative entrepreneurialstrate...
“THE WHOLE PRODUCT”                                  Perceived                                   Product                  ...
Utility is a subjective product quality that refers to its capability to solve customers’   needs and therefore it is a me...
BUT! Services are not possessed Services are unstable systems Time and place full availability cannot  be guaranteedIt’...
The Role of Design in Creating the Experience                    7   La Salle Parque de Innovación de Servicios para las P...
Traditional Design Perfomance Axes               1. Objects                              2. Environments            3. Com...
Two (2) more axes for Design Performance               5. People                                   6. Proceses  Because de...
Service Design Performance Axes                                   5. People                                               ...
A Framework for Creating Experiences                                 “A Framework fo Continuous Improvement”              ...
Are we sure we know who our customer is?                 12   La Salle Parque de Innovación de Servicios para las Personas
Services Design for a Complex World                   Interrelated Services (Requires a Systemic approach)                ...
Services Design for a Complex World          Values as a starting point to create Value                                14 ...
Strategic Design                                               Company Strategy                                       Shar...
“Design           is the priceless capability of transforming an idea intosomething of value for people and consequently i...
Conclusions:  Design is the step of the innovation cycle that turns the idea into a   value proposal  We have made the l...
18   La Salle Parque de Innovación de Servicios para las Personas
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2010.2.10 ponencia services design for people

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2010.2.10 ponencia services design for people

  1. 1. Services Design for People (Paper #innovación Parque de 7 )by Rafael Zaballa La Salle Innovation Park of Services for PeopleGeneva 19.2.2010 1 IESS 1.0 La Salle Parque de Innovación de Servicios para las Personas
  2. 2. From the Book by Prof. John Heskett “Design, a Very Short Introduction” 2 La Salle Parque de Innovación de Servicios para las Personas
  3. 3. “Designing is a structured working process to create objects,images, spaces, services and innovative entrepreneurialstrategies. Designing is defining the structural and functionalcharacteristics and appearance (physical, use, and symbolicfunctions as well as psychological aspects) of a product to suit itsmission at maximum effectiveness and efficiency”. (Fundación Cotec, 2008). 3 La Salle Parque de Innovación de Servicios para las Personas
  4. 4. “THE WHOLE PRODUCT” Perceived Product (AP + Subjective intangibles) Augmented Product (RP + warranty + aftersales service + delivery conditions) Real Product (BP + brand + packing labelling + other tangibles) BasicDesign Product (idea or basic need to satisfy) 4 La Salle Parque de Innovación de Servicios para las Personas
  5. 5. Utility is a subjective product quality that refers to its capability to solve customers’ needs and therefore it is a measure of product’s perceived value for customer Possession Utility Place Utility Time Utility Information Utility Form Utility 5 La Salle Parque de Innovación de Servicios para las Personas
  6. 6. BUT! Services are not possessed Services are unstable systems Time and place full availability cannot be guaranteedIt’s the experience! 6 La Salle Parque de Innovación de Servicios para las Personas
  7. 7. The Role of Design in Creating the Experience 7 La Salle Parque de Innovación de Servicios para las Personas
  8. 8. Traditional Design Perfomance Axes 1. Objects 2. Environments 3. Communication 8 4. Identities La Salle Parque de Innovación de Servicios para las Personas
  9. 9. Two (2) more axes for Design Performance 5. People 6. Proceses Because designing Services is not about how things are going to be, but how they are going to happen 9 La Salle Parque de Innovación de Servicios para las Personas
  10. 10. Service Design Performance Axes 5. People 2. Environments 1. Objects Services Design 4. Identities 3. Communication 6. Processes 10 La Salle Parque de Innovación de Servicios para las Personas
  11. 11. A Framework for Creating Experiences “A Framework fo Continuous Improvement” Experiences Interactions Contact Points Procedures Infrastructures Design with a bidirectional flow to reach an efficient service and satisfactory experiencesAdapted from Peter Merholz (Adaptive Path) 11 La Salle Parque de Innovación de Servicios para las Personas
  12. 12. Are we sure we know who our customer is? 12 La Salle Parque de Innovación de Servicios para las Personas
  13. 13. Services Design for a Complex World Interrelated Services (Requires a Systemic approach) 13 La Salle Parque de Innovación de Servicios para las Personas
  14. 14. Services Design for a Complex World Values as a starting point to create Value 14 La Salle Parque de Innovación de Servicios para las Personas
  15. 15. Strategic Design Company Strategy Shared Knowledge & Values Infrastructures Technology and Facilities Bidirectional Flow Activitiy “6 Design Axes” For how things will Happen Marketing Processes Products People C.S.R. Stakeholders Interactions People Systems 15 La Salle Parque de Innovación de Servicios para las Personas
  16. 16. “Design is the priceless capability of transforming an idea intosomething of value for people and consequently it is the seed for exchange” SOLUTIONS T H Knowledge O A U G Values C T H T Values Skills I O N NEEDS 16 La Salle Parque de Innovación de Servicios para las Personas
  17. 17. Conclusions:  Design is the step of the innovation cycle that turns the idea into a value proposal  We have made the leap from utility to customer experience  We have marked six axes for Services Design Performance  Designing Services means giving answers to complexity  Values are a good starting point to create value (affordable, adequate, accessible and available services)  Strategic Design Approach  Design as an important competitivity asset to be promoted in every country and region 17 La Salle Parque de Innovación de Servicios para las Personas
  18. 18. 18 La Salle Parque de Innovación de Servicios para las Personas

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