Birgit Mager // The Evolving Role of Service Design

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The document discusses the evolving role of service design. It notes that service design choreographs processes, technologies, and interactions to co-create value for stakeholders. Examples are given of how service design has reduced waiting times at Lufthansa by 90% and shortened diagnosis time to 7 days. The document also discusses how service design education is expanding to include more programs, better quality, and earlier introduction; and how service design implementation is adapting through iterative contracting, new methods and tools, and flexible bonding.

Design

„It is not the tram that makes
transportation a successful
experience. It is the schedule.“
Lucius Burckhardt. Design is invisible.
INDEED

THE ECONOMIC EVOLUTION
PRODUCTS SOLUTIONS
OUTPUT OUTCOME
TRANSACTION RELATION
SUPPLIERS NETWORKS
PROF. DR. ANDY NEELY, CAMBRIDGE SERVICE ALLIENCE

Service Design choreographs
processes, technologies and
interactions within complex systems in
order to co-create value for relevant
stakeholders.
Prof. Birgit Mager, 2010

REDUCTION OF WAITING TIME 90%
7 DAYS UNTIL DIAGNOSIS

Interdisciplinary teams
Frame and Reframe
Zoom in and Zoom out
Think in processes
ITS ABOUT PEOPLE: take the Deep Dive
Co-create
Visualize & Prototype
Iterate
SERVICE DESIGN

THE SERVICE DESIGN EVOLUTION
PLAYFUL FRAMING
USER FOCUS
METHODS
EXTERNAL SUPPORT
CONCEPTS
STRATEGIC FOCUS
SYSTEM VIEW
MINDSET
INTERNAL CAPACITY
IMPLEMENTATION

@SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service DesignSERVICE DESIGN EDUCATION
MORE

CUMULUS
SERVICE DESIGN EDUCATION
SDN ACADEMY
EDUCATIONAL NETWORKS

@SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service DesignSERVICE DESIGN EDUCATION
MORE
BETTER

@SDNetwork
SERVICE DESIGN EDUCATION
ACCREDITATION

@SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service DesignSERVICE DESIGN EDUCATION
MORE
BETTER
EARLIER

@SDNetwork www.service-design-network.org
Transparency
Quantity
Quality
EducateSERVICE DESIGN IMPLEMENTATION

Tina Weiser, 2017
SERVICE DESIGN IMPLEMENTATION

@SDNetwork www.service-design-network.org
Transparency
Quantity
Quality
EducateSERVICE DESIGN IMPLEMENTATION
ITERATIVE CONTRACTING
NEW METHODS & TOOLS
FLEXIBLE BONDING

@SDNetwork www.service-design-network.org
EducateSERVICE DESIGN EVOLUTION

We welcome anyone who wants
to take an active role!
Actively engage!
@SDNetwork www.service-design-network.org

@SDNetwork www.service-design-network.org

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2. @SDNetwork www.service-design-network.org The Evolving Role of Service Design

3. „It is not the tram that makes transportation a successful experience. It is the schedule.“ Lucius Burckhardt. Design is invisible. INDEED

4. THE ECONOMIC EVOLUTION PRODUCTS SOLUTIONS OUTPUT OUTCOME TRANSACTION RELATION SUPPLIERS NETWORKS PROF. DR. ANDY NEELY, CAMBRIDGE SERVICE ALLIENCE

5. Service Design choreographs processes, technologies and interactions within complex systems in order to co-create value for relevant stakeholders. Prof. Birgit Mager, 2010

7. LUFTHANSA

8. REDUCTION OF WAITING TIME 90% 7 DAYS UNTIL DIAGNOSIS

10.

11.

12. Interdisciplinary teams Frame and Reframe Zoom in and Zoom out Think in processes ITS ABOUT PEOPLE: take the Deep Dive Co-create Visualize & Prototype Iterate SERVICE DESIGN

13. THE SERVICE DESIGN EVOLUTION PLAYFUL FRAMING USER FOCUS METHODS EXTERNAL SUPPORT CONCEPTS STRATEGIC FOCUS SYSTEM VIEW MINDSET INTERNAL CAPACITY IMPLEMENTATION

14.

15. @SDNetwork www.service-design-network.org Educate Deliver SUCCEED The Evolving Role of Service DesignSERVICE DESIGN EDUCATION MORE

16. CUMULUS SERVICE DESIGN EDUCATION SDN ACADEMY EDUCATIONAL NETWORKS

17. @SDNetwork www.service-design-network.org Educate Deliver SUCCEED The Evolving Role of Service DesignSERVICE DESIGN EDUCATION MORE BETTER

18. @SDNetwork SERVICE DESIGN EDUCATION ACCREDITATION

19. @SDNetwork www.service-design-network.org Educate Deliver SUCCEED The Evolving Role of Service DesignSERVICE DESIGN EDUCATION MORE BETTER EARLIER

20. SERVICE DESIGN EDUCATION

21. @SDNetwork www.service-design-network.org Educate Deliver SUCCEED The Evolving Role of Service DesignSERVICE DESIGN EDUCATION MORE BETTER EARLIER

22. @SDNetwork www.service-design-network.org Transparency Quantity Quality EducateSERVICE DESIGN IMPLEMENTATION

23. 2014 Lena Hammes, Fjord

24. 2014 Lena Hammes, Fjord

25. Ricardo Martinez, 2016

26. Tina Weiser, 2017 SERVICE DESIGN IMPLEMENTATION

27. Tina Weiser, 2017 SERVICE DESIGN IMPLEMENTATION

28. Tina Weiser, 2017 SERVICE DESIGN IMPLEMENTATION

29. @SDNetwork www.service-design-network.org Transparency Quantity Quality EducateSERVICE DESIGN IMPLEMENTATION ITERATIVE CONTRACTING NEW METHODS & TOOLS FLEXIBLE BONDING

30. @SDNetwork www.service-design-network.org EducateSERVICE DESIGN EVOLUTION

31. Santiago Echeverri Gonzales, 2017

32. Santiago Echeverri Gonzales, 2017

33. Santiago Echeverri Gonzales, 2017

34.

35. We welcome anyone who wants to take an active role! Actively engage! @SDNetwork www.service-design-network.org

36. @SDNetwork www.service-design-network.org

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