The document discusses service innovation, highlighting how improved services enhance product experiences across various sectors like transportation, video consumption, and retail. It emphasizes the concept of service design as a means to optimize interactions between service providers and customers, while also identifying pain points and opportunities for innovation. Tools like personas and journey maps are suggested for effective application in service design and understanding customer experiences.

1. An Introduction to
Service Innovation
Katrine Rau Ofenstein
katrine.rau@gmail.com
@KatrineRau

2. I love service success stories,
and the modern economy is
seeing more of them.

3. Personal Transportation
Video Consumption
Clothing Commerce

4. Car Key by mynameisharsha

5. Zip Car Lot on 14th st, Washington DC by Timothy Vollmer

6. The product utility (the car) is largely the
same, but the value of the experience is
improved by improving the service.
Zip Car Lot on 14th st, Washington DC by Timothy Vollmer

7. Shinjuku Tsutaya by Dick Johnson

8. by Netflix

9. Video consumption as an experience is
relatively unchanged, but the evolved service
of delivery improves the experience.
by Netflix

10. Men Shopping for Clothing Accessories by epSos.de

11. Zappos Tour by Robert Scoble

12. The clothing is the same, but the purchasing
process is improved to make the experience
of finding clothes more enjoyable.
Zappos Tour by Robert Scoble

13. What do all these services
have in common?

14. ZIPCAR’s service makes it easier to find
and utilize personal transporation.
NETFLIX’s service makes it easier to find
and consume videos.
ZAPPOS’s service makes its easier and
more convienient to purchase clothes.

15. Service
is the enabler of these
great product experiences.
Katrine Rau Ofenstein - Desgn.it 2013

16. What is Service Design?
The act of designing services is not new.
Instead, it’s a choice about
where your business wants to focus.

17. What is Service Design?
Service Design is the activity of planning
and organizing people, infrastructure,
communication and material components
of a service in order to improve its quality
and the interaction between
service provider and customers.
Hillary Cottam

18. CUSTOMER PEOPLE INFRASTRUCTURE COMMUNICATION AND MATERIAL COMPONENTS

19. Service Innovation uses design to
remove “pain points” from the journey
across these touchpoints.

20. POSITIVE
INTERACTIONS
NEGATIVE
INTERACTIONS

21. Service design is a way of focusing
on a business challenge or social
change opportunity.

22. Thinking of the service performed
by people to people.

23. I love to travel,
an experience full of
people, products and services.

24. Airline travel is a service that I rely on to
see my family in Denmark.
Passenger Comforts by Caribb

25. Alfred Hitchcock’s “The Birds” by papalars

26. Do travel experiences make
you feel this way?

27. Okay. Let’s talk about airports.

28. Service research has many different tools,
but I would start by asking 3 questions.
Client Workshop by Katrine Rau Ofenstein

29. What happened before you got to the airport?
All that I am taking with me to China and Thailand for 18 days by Robert Scales

30. What happened during your time at the airport?
Airport Security Check by balajee

31. What happened after you left the airport?
Untitled by JoshuaDavusPhotography

32. BEFORE DURING AFTER

33. Systems of Services

34. SIGNATURE MOMENTS
are often the result of multiple services working
together in harmony.
BEFORE DURING AFTER
PAIN POINTS
may be the result of many individual services
not working together.

35. Service Design is about
user insights and
understanding what is hidden
behind the scene.

36. INFRASTRUCTURE
SERVICE
SYSTEMS
PRODUCTS PEOPLE
MESSAGING

37. How do I apply this to my work
quickly and inexpensively?

38. 3 Personas
2 Journey Maps
3 Critical Service Questions
1 “$10 Innovation Center”

39. A persona is a fictional character that
embodies the key behaviors, attributes,
motivations, and goals
of a group of real people.
It allows you and your colleagues
to create a connection to your users.

41. ness,
y” [Young,
The Meuniers – An Expatriate Family
octorate
1]. If the
essful
or
he “big
ection Caring
cted. Explorative
would
Intimate
es of
ona Julien Meunier Marie Meunier
d can 36 Years Old 42 Years Old
France France
Strong personal relationships
in
urney Socializing Family values
needs (see
rough the Quality Aware
ds are at
amily.
Celine Meunier Henri Meunier Outdoorzy
Ill. 20. The characteristics that defines the persona family. The elaborate persona
11 Years Old 5 Years Old description is found in the Appendix 12
France France
Ill. 19. The persona expatriate family

43. A journey map visually illustrates a
particular persona’s activities over time.
It allows you and your colleagues to
consider the use of your service
before, during and after.

45. 1 Pre-destination 2 Departure 3 On Assignment
Pre-destination In Home Country Departure Visiting Waterloo and Packing in Home Country On Assignment In Destination Country (Waterloo)
Offer from RIM Research Research Pre-acceptance Negotiate of Review Offer Letter Accept Job Offer Tax Planning Home Finding Set Up Bank Set Up Social Sell House in Pack Up Move Family Corporate Move into Set Up Ontario Employee Starts Exchange Driver’s Finding Apply for Permanent Move into New
or RIM Job Location Trip Offer Trip Account Insurance Number Home Country Household Goods Immigration Temp. Housing Health Insurance Work Licence Permanent House Residence House
Application to
RIM
Departure Visiting Waterloo and Packing in Home Country On Assignment In Destination Country (Waterloo)
Home Finding Set Up Bank Set Up Social Sell House in Pack Up
Ill. 09. The full relocation journey for the expatriates focusing on the phases; Pre-destination, Departure and On Assignment
Move Family
Corporate Move into Set Up Ontario Employee Starts Exchange Driver’s Finding Apply for Permanent Move into New
Trip Account Insurance Number Home Country Household Goods
Immigration Temp. Housing Health Insurance Work Licence Permanent House Residence House
On Assignment In Destination Country (Waterloo)
1 Pre-destination
Corporate
Immigration
Move into
Temp. Housing
Set Up Ontario
Health Insurance
Employee Starts
Work
(3 - 5 months)
Exchange Driver’s
Licence
Finding
Permanent House
Apply for Permanent
Residence
Move into New
House
In Home Country
Offer from RIM Research Research Pre-acceptance Negotiate of Review Offer Letter Accept Job Offer
or RIM Job Location Trip Offer
Application to
RIM
2 Departure (2 - 4 months ) In Home Country & Visiting Destination (Waterloo)
Tax Planning Corporate Home Finding Set Up Bank Set Up Social Sell House in Pack Up Move Family
Immigration Trip Account Insurance Number Home Country Household Goods
3 On Assignment (1 - 6 months) In Destination (Waterloo)
Move into Set Up Ontario Employee Starts Exchange Driver’s Finding Apply for Permanent Move into New
Temp. Housing Health Insurance Work Licence Permanent House Residence House
Ill. 10. The relocation journey seen step-by-step through the eyes of the expatriates.

47. There are 2 types of journey maps
- today’s journey map
- tomorrow’s journey map

48. The 3 Critical
Service Questions

49. The 3 Critical Service Questions
1 ) Why would your customer
choose you?

50. The 3 Critical Service Questions
1 ) Why would your customer
choose you?
2 ) Why isn’t your service number 1
in your market?

51. The 3 Critical Service Questions
1 ) Why would your customer
choose you?
2 ) Why isn’t your service number 1 in
your market?
3 ) hat are the mistakes that your
W
competitors are making that you
can solve better?

52. THE $10
INNOVATION
CENTER
(AVAILABLE FOR ANY OFFICE)
Right inside the door by Josh Puetz

53. PERSONAS 1.
3-5 for your key Why would your customer
customer segments
choose you?
TODAY’s JOURNEY MAP 2.
GOOD Why isn’t your service number
1 in your market?
NEUTRAL
BAD
TOMORROW’s JOURNEY MAP 3.
GOOD What are the mistakes that
your competitors are making
NEUTRAL
that you can solve better?
BAD

54. Low-fidelity collaboration
PERSONAS 1. IDEAS
3-5 for your key Why would your customer
customer segments
choose you?
TODAY’s JOURNEY MAP 2.
GOOD Why isn’t your service number
1 in your market?
NEUTRAL
BAD
TOMORROW’s JOURNEY MAP 3.
GOOD What are the mistakes that
your competitors are making
NEUTRAL
that you can solve better?
BAD

55. Workshop by Katrine Rau Ofenstein

56. Katrine Rau Ofenstein
katrine.rau@gmail.com
@KatrineRau