"This talk takes a look at the emerging role of service design and how creativity can make a difference. With business models changing rapidly, focus is shifting from product to services and brands are looking for new ways to strengthen the relationship they have with people. Daniël from Achtung! & Kraftwerk explores how service design can create an emotional connection using creativity & craft. He will focus on the importance of good insights, storytelling creativity, prototyping and awesome execution. With a show and tell of work-in-progress, final pieces and inspiring work from others."

1. Unboring service design
with craft & creativity
24/02/2015

2. Hi!
Daniël Sytsma
Partner & Creative Director
Achtung! & Kraftwerk

3. Today
3 ways to unbore service design.

4. 1Make it human

5. 2Make it a story

6. 3Make it count

12. &

13. &

14. &

15. Creative agency Design agency

16. Stories Services

18. Creatives
Designers

19. Creatives
Producers
Designers

20. UX designers
Illustrators Film directors Developers
Researchers
Scientists
Creatives
Producers
Designers
3D artists
Sound designers
Model builders
Photographers
Set builders Technologists
Marketeers
Editors
Writers
Car mechanics
Hardware
engineers
Graffiti artists
Stylists
Art directors
Actors
Puppeteers
Backend
developers

21. What is service design?

22. “Service Design is an emerging field focused on the creation of well thought
through experiences using a combination of intangible and tangible
mediums. It provides numerous benefits to the end user experience when
applied to sectors such as retail, banking, transportation, & healthcare.
Service design as a practice generally results in the design of systems and
processes aimed at providing a holistic service to the user.This cross-
disciplinary practice combines numerous skills in design, management and
process engineering. Services have existed and have been organised in
various forms since time immemorial. However, consciously designed
services that incorporate new business models are empathetic to user needs
and attempt to create new socio-economic value in society. Service design is
essential in an knowledge driven economy.”
Mark Stickdorn

23. “Service Design is an emerging field focused on the creation of well thought
through experiences using a combination of intangible and tangible
mediums. It provides numerous benefits to the end user experience when
applied to sectors such as retail, banking, transportation, & healthcare.
Service design as a practice generally results in the design of systems and
processes aimed at providing a holistic service to the user.This cross-
disciplinary practice combines numerous skills in design, management and
process engineering. Services have existed and have been organised in
various forms since time immemorial. However, consciously designed
services that incorporate new business models are empathetic to user needs
and attempt to create new socio-economic value in society. Service design is
essential in an knowledge driven economy.”
Mark Stickdorn

24. When you have two coffee shops next to each other
that sell the same product at the same price,
service design is the reason why you walk into one and not the other.
Marc Fonteijn

25. Product industries
become
service industries.

26. From car business
to mobility service

27. The average car is used
for only an hour a day.

28. Service design can
increase that efficiency.

29. Uber wants to be a cheaper
alternative to owning a car.

30. DaimlerBMW
Volvo + DHLUber

31. Tesla just entered the energy
market with a special battery
for your house.

32. Medical Retail Banking
Delivery MediaFood
Mobility
Energy
Education
Fashion

33. “WE CANNOT SOLVE
OUR PROBLEMS WITH
THE SAME THINKING
WE USED WHEN WE
CREATED THEM.”

34. Unboring
service
design

35. 3 key principles
Make it human
Make it a story
Make it count

36. 1Make it human

38. “You don’t want a machine that’s always telling you
the answer. You want one that approaches you like,
‘Let’s solve this together’”.
Spike Jonze, about ‘Her’

39. Make technology more human.

43. 31. Choice of Law
The State of Georgia’s laws, except for conflict of laws rules, will apply to any dispute related to these Terms
or the Service. Any dispute related to the Terms, the Privacy Policy, or the Service itself will be decided by
the state and federal courts in Fulton County, Georgia, and each party will be subject to the jurisdiction of
those courts.
32. Force Majeure
We won’t be held liable for any delays or failure in performance of any part of the Service, from any cause
beyond our control. This includes, but is not limited to, acts of God, changes to law or regulations,
embargoes, war, terrorist acts, riots, fires, earthquakes, nuclear accidents, zombie apocalypse, floods,
strikes, power blackouts, volcanic action, unusually severe weather conditions, and acts of hackers or third-
party internet service providers.
33. Survivability
Even if this Agreement is terminated, the following sections will continue to apply: Proprietary Rights
Owned by Us, Proprietary Rights Owned by You, Compliance with Laws, Limitation of Liability, No Warranties,
Indemnity, Choice of Law, Severability, and Entire Agreement.
34. Severability
If it turns out that a section of this Agreement isn’t enforceable, then that section will be removed or edited
as little as necessary, and the rest of the Terms will still be valid.

45. Find true human relevance
Don’t talk like a machine
Be thoughtful in every little detail
1. Make it human

46. 2Make it a story

47. Turning something you have to do,
into something you want to do.

51. Make brushing fun

52. 24 days = routine

60. PETE THE PIRATE
AND HIS ONE WOODEN TOOTH
RAMONE THE RUSTY RAPPER
AND HIS RUSTY GRILL
SHAWN THE TOOTHLESS SHARK
AND HIS GUMMY SMILE
TAYLOR
THE TOOTHLESS TOOTH FAIRY
ROSIE THE RABBIT
AND HER YELLOW BUCK TEETH
VICKY
THE ONE FANG VAMPIRE

71. 3Make it count

72. With mobile technology,
life becomes a game platform

73. Track everything.

75. Undisclosed project

76. Conclusion
Make it human
Make it a story
Make it count

77. @danielsytsma
Jobs
Designers
Art Directors
UX