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Contextual Service Design 
Harnessing Digital Disruption
Our mission is to transform the way the world does 
business through the use of contextual technologies 
‣ 185 Employees 
‣ Inc. 500/5000 - Five years running 
‣ Top 100 Digital Firms 
‣ Fortune, Consulting Magazine: Best Places To Work 
‣ 4.9 stars on GlassDoor, 98% Employee Retention 
‣ 9 Patents, 1 Emmy 
‣ 211 Apps (and counting) 
‣ 29.4M Downloads 
Delivering value to our strategic partners by designing and 
building apps for the world’s largest brands 
solstice at-a-glance
The most profound technologies are those that 
disappear. They weave themselves into the fabric of 
everyday life until they are indistinguishable from it… 
! 
- Mark Weiser
today’s agenda 
3 t3rends tak3eaways 
concepts
PROPRIETARY & CONFIDENTIAL 
three concepts 
the foundation for digital transformation
what’s a service? 
services are everywhere 
! 
60-70% of industrialized nations’ GDP is from services 
! 
Most products today are combined with services (buying, 
support, maintenance, decommissioning, etc.) 
! 
Services are customer and employee facing 
concept #1
Cross- 
Functional 
Ideation 
User Research 
service design 
Borrowing from many of the disciplines of 
user experience design, service design is a 
human-centered approach that focuses on 
the holistic customer experience across 
digital and physical channels. 
Rapid 
Experimentation 
Service Design 
concept #1
service design in action: easing travel frustrations 
Getting 
to the Airport Check-In Waiting 
at the Airport Inflight Arrival Getting to the 
Destination 
! 
Worried about 
getting to the 
airport on time 
! 
Overwhelmed by 
crowds/lines 
! 
Uncomfortable, 
crowded waiting areas 
Feel stuck & bored 
! 
Bored 
Uncomfortable 
! 
Worried checked 
bags were lost 
! 
Stressed trying to 
connect with 
people 
! 
Contextual travel 
notifications let 
you know when 
to leave for the 
airport 
Airline Transport 
! 
Ability to skip the 
checkin line via 
mobile checkin 
TSA Pre 
! 
! 
Wifi available 
Airport lounges 
! 
Digital Entertainment 
& Wifi 
Westin Heavenly 
Bedding 
Glass Bottom Plane 
Innovation Class 
! 
! 
Ability to track 
bags digitally 
! 
! 
Cell phone waiting 
lots ease pickups 
Customer journey with an airline 
Feelings Service Solutions 
concept #1
PERSONAL 
COMPUTING 
MOBILE 
COMPUTING 
CONTEXTUAL 
COMPUTING 
INFORMATION 
ACCESS Anytime Anywhere ANYTHING 
USER 
INTERFACES Mouse Touch NATURAL 
DATA 
ACCESS Complex Consumption Simple Consumption UBIQUITOUS COLLECTION 
HUMAN 
COMPUTER 
Multi-Step Single Action Triggers “LET ME TELL YOU” 
INTERACTION 
THE INTERNET OF THINGS 
NATURAL USER INTERFACES 
BIG DATA 
CONTEXTUAL AWARENESS 
contextual computing 
concept #2
Big Data technologies can store billions of 
data points from mobile and IoT devices, and 
use it to push relevant information to 
contextually aware platforms. 
INTERACT WITH 
HTIW TCARETNI 
OFNI ROSNES SDNES 
PROVIDES WISDOM 
ATAD LANRETXE SEDIVORP 
SENDS CONTEXT 
Big 
Data 
Contextual 
Awareness 
Platforms 
Internet 
of Things 
Natural 
User 
Interfaces 
the contextual 
ecosystem 
concept #2
digital physical mashups 
Do 
Maintain Competitive Advantages: Successful digital 
solutions are an extension of the core competency, 
allowing the business to create efficiencies or 
generate new revenue streams 
Collaborate: To understand the needs and 
opportunities, create cross functional teams and keep 
digital experts involved in every step of the process 
Don’t 
concept #3 
Let Digital Disrupt the Core Business: Business need 
to continue to invest in their core, physical solutions 
that made them successful in the first place 
Work in Silos: Solutions need to flow across all parts 
of the business in order to create efficiencies and 
meet consumer expectations 
digital + physical = digical 
Customers have tightly integrated their digital and physical lives. Successful businesses are beginning 
to do the same utilizing connected devices, cross channel experiences and sensor aware ecosystems.
retailers embracing digical solutions 
Nordstrom is extending their reach and creating a new 
revenue stream with the acquisition of Trunk Club 
• Same core consumer 
• Same high end service 
• Embracing millennials who want to shop online 
Macy’s is strengthening their core offerings through omni-channel 
solutions 
• Meeting consumers’ expectations that the digital and 
physical worlds are seamlessly connected 
• Found that locations with digital & physical solutions were 
5x more profitable 
concept #3 
Stores with a 
digital & physical 
presence are 5x 
more profitable 
digital physical mashups
digital physical mashups 
Digital Digical Physical 
New ventures that are 
100% digital solutions 
Doctor on Demand 
Instant visit with a physician for 
only $40 through a mobile app 
Bring together the digital and physical — create 
new opportunities that capitalize on the 
competitive advantages of the physical business 
Mayo Clinic - Better App 
Capitalizing on Mayo’s great reputation and 
extending their expert knowledge through a 
mobile app 
Conduct business as usual, ignoring digital 
changes because they don’t realize the 
impact they may have 
Traditional Healthcare 
Centered around the patient 
coming to the physical building 
healthcare gets digical 
concept #3
PROPRIETARY & CONFIDENTIAL 
three trends 
driving contextual service capabilities
prescriptive analytics 
Optimization 
Foresight 
What happened? 
Descriptive 
Analytics 
Insight Information Hindsight Value Difficulty 
How can we make 
it happen? 
Prescriptive 
Analytics 
What will happen? 
Predictive 
Why did it happen? Analytics 
Diagnostic 
Analytics 
trend #1
proximity based interactions: beacons 
Low-cost transmitters broadcasting unique identifiers use Bluetooth Low Energy (BLE). Beacons trigger an 
action when a compatible device is within its proximity. 
trend #2 
iOS 7 - iPhone 4s or greater 
Android 4.3 and up - High-end devices
proximity interactions: smart office 
trend #2
proximity interactions: smart office 
trend #2
small data vs. big data 
integration 
trend #3
small data integration: app unbundling 
Enterprises are moving from one-size fits all, feature packed apps to task specific apps that 
capture the micro mobile moments 
Enable new 
lines of 
business 
Add ecosystem 
entry points 
Create Task 
Specific Tools 
Connect the 
physical & digital 
Differentiate to 
meet unique needs 
Reach new 
consumers 
Enhance 
experiences 
trend #3
small data integration: inter-app communication 
Interface Extensions 
trend #3 
Action Extensions
PROPRIETARY & CONFIDENTIAL 
three takeaways 
actionable insights and deliverables
sample service design deliverables 
takeaway #1 
User Personas Journey Map Service Blueprint 
Each represents a specific segment of 
the market 
Help to understand the goals, needs, and 
feelings of unique customer groups 
Created through interviews, surveys, and 
observations of customers 
Show the customers feelings at different touch 
points throughout their journey 
Identify opportunities to provide service 
solutions to address negative feelings at 
various touch points 
Created by cross functional teams using 
personas, data, and customer feedback 
Customer touch points mapped to relevant 
business actions and processes 
Includes both direct interactions with the 
customer and internal processes 
Created by cross functional teams with a 
deep understanding of customers and 
business operations
next generation delivery models 
service 
design lean ux 
agile 
delivery 
Management Consultancy 
(Corp Strategy) 
Design Agency 
(Marketing/Product) 
Technology Integrator 
(IT) 
From: 
takeaway #2 
To:
contextual architecture considerations 
From To 
Building Apps Designing Service Driven Experiences 
BYOD Communicators Corporate Owned Innovation Platforms 
Buying Software Service Enabling Existing Software 
Cloud Based Integration Contextual Integration 
On Demand Pull Prescriptive Push 
takeaway #3
let’s build something together. . . 
solstice-mobile.com/contact-us

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J Schwan

  • 1. Contextual Service Design Harnessing Digital Disruption
  • 2. Our mission is to transform the way the world does business through the use of contextual technologies ‣ 185 Employees ‣ Inc. 500/5000 - Five years running ‣ Top 100 Digital Firms ‣ Fortune, Consulting Magazine: Best Places To Work ‣ 4.9 stars on GlassDoor, 98% Employee Retention ‣ 9 Patents, 1 Emmy ‣ 211 Apps (and counting) ‣ 29.4M Downloads Delivering value to our strategic partners by designing and building apps for the world’s largest brands solstice at-a-glance
  • 3. The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it… ! - Mark Weiser
  • 4. today’s agenda 3 t3rends tak3eaways concepts
  • 5. PROPRIETARY & CONFIDENTIAL three concepts the foundation for digital transformation
  • 6. what’s a service? services are everywhere ! 60-70% of industrialized nations’ GDP is from services ! Most products today are combined with services (buying, support, maintenance, decommissioning, etc.) ! Services are customer and employee facing concept #1
  • 7. Cross- Functional Ideation User Research service design Borrowing from many of the disciplines of user experience design, service design is a human-centered approach that focuses on the holistic customer experience across digital and physical channels. Rapid Experimentation Service Design concept #1
  • 8. service design in action: easing travel frustrations Getting to the Airport Check-In Waiting at the Airport Inflight Arrival Getting to the Destination ! Worried about getting to the airport on time ! Overwhelmed by crowds/lines ! Uncomfortable, crowded waiting areas Feel stuck & bored ! Bored Uncomfortable ! Worried checked bags were lost ! Stressed trying to connect with people ! Contextual travel notifications let you know when to leave for the airport Airline Transport ! Ability to skip the checkin line via mobile checkin TSA Pre ! ! Wifi available Airport lounges ! Digital Entertainment & Wifi Westin Heavenly Bedding Glass Bottom Plane Innovation Class ! ! Ability to track bags digitally ! ! Cell phone waiting lots ease pickups Customer journey with an airline Feelings Service Solutions concept #1
  • 9. PERSONAL COMPUTING MOBILE COMPUTING CONTEXTUAL COMPUTING INFORMATION ACCESS Anytime Anywhere ANYTHING USER INTERFACES Mouse Touch NATURAL DATA ACCESS Complex Consumption Simple Consumption UBIQUITOUS COLLECTION HUMAN COMPUTER Multi-Step Single Action Triggers “LET ME TELL YOU” INTERACTION THE INTERNET OF THINGS NATURAL USER INTERFACES BIG DATA CONTEXTUAL AWARENESS contextual computing concept #2
  • 10. Big Data technologies can store billions of data points from mobile and IoT devices, and use it to push relevant information to contextually aware platforms. INTERACT WITH HTIW TCARETNI OFNI ROSNES SDNES PROVIDES WISDOM ATAD LANRETXE SEDIVORP SENDS CONTEXT Big Data Contextual Awareness Platforms Internet of Things Natural User Interfaces the contextual ecosystem concept #2
  • 11. digital physical mashups Do Maintain Competitive Advantages: Successful digital solutions are an extension of the core competency, allowing the business to create efficiencies or generate new revenue streams Collaborate: To understand the needs and opportunities, create cross functional teams and keep digital experts involved in every step of the process Don’t concept #3 Let Digital Disrupt the Core Business: Business need to continue to invest in their core, physical solutions that made them successful in the first place Work in Silos: Solutions need to flow across all parts of the business in order to create efficiencies and meet consumer expectations digital + physical = digical Customers have tightly integrated their digital and physical lives. Successful businesses are beginning to do the same utilizing connected devices, cross channel experiences and sensor aware ecosystems.
  • 12. retailers embracing digical solutions Nordstrom is extending their reach and creating a new revenue stream with the acquisition of Trunk Club • Same core consumer • Same high end service • Embracing millennials who want to shop online Macy’s is strengthening their core offerings through omni-channel solutions • Meeting consumers’ expectations that the digital and physical worlds are seamlessly connected • Found that locations with digital & physical solutions were 5x more profitable concept #3 Stores with a digital & physical presence are 5x more profitable digital physical mashups
  • 13. digital physical mashups Digital Digical Physical New ventures that are 100% digital solutions Doctor on Demand Instant visit with a physician for only $40 through a mobile app Bring together the digital and physical — create new opportunities that capitalize on the competitive advantages of the physical business Mayo Clinic - Better App Capitalizing on Mayo’s great reputation and extending their expert knowledge through a mobile app Conduct business as usual, ignoring digital changes because they don’t realize the impact they may have Traditional Healthcare Centered around the patient coming to the physical building healthcare gets digical concept #3
  • 14. PROPRIETARY & CONFIDENTIAL three trends driving contextual service capabilities
  • 15. prescriptive analytics Optimization Foresight What happened? Descriptive Analytics Insight Information Hindsight Value Difficulty How can we make it happen? Prescriptive Analytics What will happen? Predictive Why did it happen? Analytics Diagnostic Analytics trend #1
  • 16. proximity based interactions: beacons Low-cost transmitters broadcasting unique identifiers use Bluetooth Low Energy (BLE). Beacons trigger an action when a compatible device is within its proximity. trend #2 iOS 7 - iPhone 4s or greater Android 4.3 and up - High-end devices
  • 17. proximity interactions: smart office trend #2
  • 18. proximity interactions: smart office trend #2
  • 19. small data vs. big data integration trend #3
  • 20. small data integration: app unbundling Enterprises are moving from one-size fits all, feature packed apps to task specific apps that capture the micro mobile moments Enable new lines of business Add ecosystem entry points Create Task Specific Tools Connect the physical & digital Differentiate to meet unique needs Reach new consumers Enhance experiences trend #3
  • 21. small data integration: inter-app communication Interface Extensions trend #3 Action Extensions
  • 22. PROPRIETARY & CONFIDENTIAL three takeaways actionable insights and deliverables
  • 23. sample service design deliverables takeaway #1 User Personas Journey Map Service Blueprint Each represents a specific segment of the market Help to understand the goals, needs, and feelings of unique customer groups Created through interviews, surveys, and observations of customers Show the customers feelings at different touch points throughout their journey Identify opportunities to provide service solutions to address negative feelings at various touch points Created by cross functional teams using personas, data, and customer feedback Customer touch points mapped to relevant business actions and processes Includes both direct interactions with the customer and internal processes Created by cross functional teams with a deep understanding of customers and business operations
  • 24. next generation delivery models service design lean ux agile delivery Management Consultancy (Corp Strategy) Design Agency (Marketing/Product) Technology Integrator (IT) From: takeaway #2 To:
  • 25. contextual architecture considerations From To Building Apps Designing Service Driven Experiences BYOD Communicators Corporate Owned Innovation Platforms Buying Software Service Enabling Existing Software Cloud Based Integration Contextual Integration On Demand Pull Prescriptive Push takeaway #3
  • 26. let’s build something together. . . solstice-mobile.com/contact-us