The slides of my guest lecture to 2nd year students at HKU University of the Arts Utrecht in september 2012, talking about some recent projects of Edenspiekermann and our service design approach

1. edenspiekermann_
good morning!
Guest lecture
Hogeschool voor de Kunsten Utrecht
25 september 2012
amsterdam berlin san francisco stuttgart

2. edenspiekermann_

3. edenspiekermann_

4. edenspiekermann_

5. edenspiekermann_

6. edenspiekermann_

7. edenspiekermann_

8. edenspiekermann_

9. edenspiekermann_

10. edenspiekermann_

11. edenspiekermann_
We are a Northern European agency for
strategy, design and communication.
We work in Amsterdam, Berlin, Stuttgart and
San Francisco and have alliance partners in
London and Stockholm.

12. edenspiekermann_
We are designers, thinkers, developers,
writers, storytellers, producers.
We are 100 people from 15 nationalities.

13. edenspiekermann_
two projects and a methodology
amsterdam berlin san francisco stuttgart

14. edenspiekermann_
Utrecht City Theatre

15. edenspiekermann_
Scintillating
passion
experience
emotion
Reflective
contemplation
reverie
ratio

16. edenspiekermann_

17. edenspiekermann_

18. edenspiekermann_

19. edenspiekermann_

20. edenspiekermann_

21. edenspiekermann_

22. edenspiekermann_

23. edenspiekermann_

24. edenspiekermann_

25. edenspiekermann_

26. edenspiekermann_

27. edenspiekermann_

28. edenspiekermann_

29. edenspiekermann_

30. edenspiekermann_

31. edenspiekermann_

32. edenspiekermann_

33. edenspiekermann_

34. edenspiekermann_

35. edenspiekermann_

36. edenspiekermann_ Restaurant
Seasonal campaign
2010/2011
Theater Opera Dance
Music Youth Cabaret

37. edenspiekermann_

38. edenspiekermann_
Seasonal campaign
2011/2012

39. edenspiekermann_

40. edenspiekermann_
Seasonal campaign
2012/2013

41. edenspiekermann_

42. edenspiekermann_
Sentres

43. edenspiekermann_

44. edenspiekermann_
User centered design process

45. eeddeennssppiieekkeermrmanann_n_

46. edenspiekermann_

47. edenspiekermann_

48. edenspiekermann_

49. edenspiekermann_

50. edenspiekermann_

51. edenspiekermann_

52. edenspiekermann_

53. edenspiekermann_
Service Design

54. edenspiekermann_
Inspire Ideate Implement
Explore needs
& opportunities
Explore ideas
& experiment
Develop prototypes &
improve
Define
challenge
Define
insights
Define
concepts
Define
results
Our service design process
Internal communication strategy, presentations and workshops
Support
Roll-out

55. edenspiekermann_
Service design toolbox
- Persona's / character profiles
- Customer journey mapping
- Customer awareness workshop
- Task analysis
- Touchpoint matrix
- Task script / use case scenario
- Customer brand / touchpoint map
- Service blueprint
- Customer lifecycle
- User story valueing
- Paper prototyping
- Mind mapping
- Usability & acceptance testing
- Customer safari
- Story telling / story boarding

56. edenspiekermann_
Service design toolbox
- Persona's / character profiles
- Customer journey mapping
- Customer awareness workshop
- Task analysis
- Touchpoint matrix
- Task script / use case scenario
- Customer brand / touchpoint map
- Service blueprint
- Customer lifecycle
- User story valueing
- Paper prototyping
- Mind mapping
- Usability & acceptance testing
- Customer safari
- Story telling / story boarding

57. edenspiekermann_
Customer journey mapping

58. edenspiekermann_
Customer journey mapping
Over service design 21.10.2010 2
– Visualisation of a customer centered service experience
– A journey along all touchpoints of a process
– Brought to life with pictures, thoughts and actions of customers
– Helps to map intentional and unintentional effects

59. edenspiekermann_
Customer journey: channel mapping
Over service design 21.10.2010 3

60. edenspiekermann_
Customer journey: visual overview
Over service design 21.10.2010 4
THE OTHER GUY WAS CLUELESS. YES I KNOW YOU HAVE A
LOT OF MUSEUMS IN AMSTERDAM! TOLD HIM I WOULD
LOVE TO MAYBE GO SOMEWHERE FOR A DAY WITH MY
GIRLFRIEND AND SEE SOME VAN GOGH PAINTINGS.
NOTHING. THE BROCHURES WERE ALSO USELESS.
edenspiekermann_
JACOB (19)
art student from Prague, on
holiday in Amsterdam
LOVES VAN GOGH
Jacob is a Van Gogh enthusiast.
He has already seen the museum
in Amsterdam and would love to
see more from his favourite
artist anywhere in this
country.
THEY WENT ON WIKIPEDIA OR
SOMEWHERE AND TRIED TO LOOK UP
ANY PLACES IN THE NETHERLANDS
THAT HAD SOMETHING TO DO WITH
VAN GOGH. FOUND ONLY HIS BIRTH
HOUSE.
As usual, I think the
internet will have more
answers.
I THOUGHT THEY COULD HAVE SOME
INFORMATION OVER ON THE VAN GOGH
MUSEUM WEBSITE. THEY DON'T.
TRIED SEARCHING FOR “VAN THE RESULTS AT THE BOTTOM MUSEUM WHILE THE OR GALLERY WEBSITES. HOWEVER, LOOKS PROMISING ANYWAY.
I wonder if there’s a place to
see more of Van Gogh in the
Netherlands. Let’s start with
tourist centres...
SUGGESTION: MAKE THE MUSEUM
MORE INTERNET-SEARCHABLE.
SUGGESTION: PUT BROCHURES
ABOUT KRÖLLER-MÜLLER INTO
TOURIST CENTRES AROUND
AMSTERDAM

61. edenspiekermann_
Customer journey: visual overview
Over service design 21.10.2010 4
TRIED SEARCHING FOR “VAN GOGH NETHERLANDS MUSEUM”. ONE OF
THE RESULTS AT THE BOTTOM OF THE FIRST PAGE IS THE KRÖLLER-MÜLLER
MUSEUM WHILE THE OTHER ONES ARE CLEARLY NOT MUSEUM
OR GALLERY WEBSITES. HOWEVER, THE DESCRIPTION IS IN DUTCH.
LOOKS PROMISING ANYWAY.
IN ORDER TO REACH THE MUSEUM, I WILL HAVE TO
MAKE MY WAY THROUGH A PARK BY USING FREE
WHITE BIKES. THAT'S VERY COOL. I WONDER WHY
THEY DON'T PUSH THAT MORE.
THE ENGLISH BUTTON WAS EASY TO FIND. HOWEVER, I HAD TROUBLE
FINDING OUT THEY HAVE VAN GOGH ON DISPLAY. YES, IT'S IN THE
MAIN DESCRIPTION, BUT THAT'S TUCKED AWAY ON THE RIGHT
SIDE OF THE PAGE WITH SOME BOXES THAT LOOK A BIT LIKE
ADVERTISEMENTS.
Why is there not a map on
the website? Sorry, GPS
coordinates won't do.
I NEED TO GET TO THE
MUSEUM BY PUBLIC TRANSPORT
FROM AMSTERDAM. SEEMS
LIKE THEY HAVE TRANSPORT
DIRECTIONS ONLY FROM
CITIES AROUND, NOT ALL THE
WAY FROM HERE.
CLICKED ON THE LINK FOR PUBLIC
TRANSPORT TRAVEL INFORMATION
THAT WAS ON THE WEBSITE. I
CAN'T EVEN SEE WHAT TIME
THERE IS ENTERED IN THAT
SMALL LITTLE BOX.
Man, this website
looks like a place for either
children or really old
people. Strange.
SUGGESTION: MAKE THE MUSEUM
MORE INTERNET-SEARCHABLE.
SUGGESTION: HAVE A GOOGLE
MAP ON THE WEBSITE.
I have to change
three times?
SUGGESTION: LINK TO THE NEW
9292.NL PLANNER, NOT THE OLD ONE.

62. edenspiekermann_
Customer journey: barriers and solutions
Over service design 21.10.2010 5

63. edenspiekermann_
Customer journey: experiences and emotions
Over service design 21.10.2010 6

64. edenspiekermann_
Customer journey: overview
Over service design 21.10.2010 7

65. edenspiekermann_
Example case: Volkswagen

66. edenspiekermann_
Volkswagen Quicar
Challenge: Support for the internal service design team in the
development and verification of processes in a car-sharing offer
– currently running as a pilot in Hannover under the name
Quicar.
Project highlights:
–Customer journey testing, analyzing and improvement
–Service blueprint development
–Working prototypes for mobile app and in-car information screen
–Various presentations and workshops for internal communication and implementation of
the project
–User experience film for management team presentations
–Final user testing of the complete service concept

67. edenspiekermann_

68. edenspiekermann_
bilder recherche von darkhorse
Service analysis with potential
target audiences.

69. edenspiekermann_
Experience analysis with test
persons in workshops.

70. edenspiekermann_
Customer journey
Development of the Customer Journey, comparison with
touchpoints i.e. for online registration.

71. edenspiekermann_
Prototyping
Development of interactive prototype touchpoints
for testing purposes.

72. edenspiekermann_
User testing
Documentation and validation of the user test

73. edenspiekermann_
Final user test of the pilot in Wolfsburg.

74. edenspiekermann_
Service blueprint
(partial view)

75. edenspiekermann_

76. edenspiekermann_
thank you
amsterdam berlin san francisco stuttgart