Service design requires considering four perspectives - the customer, organization, business, and society. The level of maturity in service design is defined by how well a company can integrate these perspectives. For different contexts like an SME, NGO, or large corporation, the priorities and approaches within these four perspectives will vary depending on the needs and challenges of that specific context. Designing good services is about achieving this integration and fit for the unique purpose of the situation.

1. London Oslo Rotterdam São Paulowww.liveworkstudio.com
Fit for purpose:
the service design growth curve.
SERVICE DESIGN DAYS
Erik Roscam Abbing | @roscamabbing | @liveworkstudio | #ssdBCN
Service Design Days Barcelona
Oktober 2017
www.liveworkstudio.com
clip by alexandr kravtsov

2. Services
have many
different faces

3. So designing services
is pretty #$%€^&*
versatile :)
Services
have many
different faces

5. And he’ll say: “it
depends on the job”
Ask a
carpenter
what tools he
uses

8. “For me service is just common sense. People
can buy an apple anywhere. With me they get a
smile as well. I ask them how they are first.
Then I ask them how I may help them.”

9. “Most of my customers are regulars. I know
what they like to eat and how much they want
to spend. And very often I know quite a bit
about them privately as well.”

10. “When I hire someone to assist me in the store
it has to be the right type of person. I can teach
them about fruit and vegetables, but I can’t
teach them to be witty, curious and nice”.

11. “I make the most money when I drive around all
day delivering to restaurants. But I love being in
the store. It’s hardly profitable but it is what I do
best and what I’ve done all my life”.

12. “I care for this neighborhood. I want people to
talk to each other more. This place is also a
meeting place. I see that as my role as well”.

14. Validation
volkswagen
tools thanks to Board of Innovation

15. “service for us is partly about customer
experience and NPS, and partly about unlocking
new value. Innovating in the customer journey
through new value propositions”

16. “We have a lot of data about our customers.
And of course we send out many questionnaires
and we have a customer panel. Lately we’re
doing more and more qual research as well.”

17. “One of our biggest challenges is how to make
our organisation more service minded. It’s a
different way of working, a different mind-set.
We have to develop those capabilities with HR”.

18. “When we raise NPS, we lower churn and raise
customer lifetime value. That’s relatively clear.
What we are still uncertain about is whether
service innovation is worth the investment”.

19. “We have programs for corporate social
responsibility and ccoperative banking. And we
have the EU rules to meet. As such we’re very
much part of society and play a role in it”.

20. So designing services
is pretty #$%€^&*
versatile :)
Services
have many
different faces

21. Livework © 2017
adaptability! that implies that you have to be very adaptable to your
environment, like a chameleon.You have to merge with
the context in which you’re designing services”
“

22. Danish Design Center 2001

23. Design Management Europe / BRD 2009

24. Not:
where do you
want to go?
But:
what floor are you
on?

25. Livework © 2017

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fit
for purpose!
Each context has their own challenges. Not bigger or
smaller, just different.“

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four
dimensions

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the
customer
perspective
1

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the
organisation
perspective
2

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the
business
perspective
3

31. Livework © 2017
the
society
perspective
4

32. customer organisation
society business
designing services

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sometimes the context is small

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sometimes the context is small

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sometimes the context is small
super big

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integration
of the four
perspectives
is key
Maturity in designing services is not about how ‘far’
companies are or how ‘much’ they do but about how
well they manage to integrate perspectives”
“

41. SME
Online retail
B2C / C2C
Customer: contextual research, life-cycles, validated personas
Organisation: brand values to guiding principles, journey based scrum teams
Business: metric dashboard to include principles
Society: market position in collaborative economy

42. NGO
SME
Environmental cause
B2G / B2C
Customer: contextual research, journeys and life-cycles, validated personas
Organisation: co-creation with stakeholders, volunteer training
Business: acquisition and conversion strategy
Society: charity / movement role

43. Customer: rolling out patient experience vision
Organisation: roles, capabilities, responsibilities, collaboration, supplier management
Business: out of scope
Society: community role and brand history
large corporate
healthcare
B2C

44. large corporate
financial sector
B2B & B2C
Customer: contextual insight research, qualitative&quantitative, validated personas
Organisation: co-creation with +150 employees & stakeholders, capability building
Business: new funnel strategy based on customer decision journey
Society: legislation, reputation, social responsibility

45. The service
design growth
curve
Is an upward spiral
where every level is
just perfect!
:)

46. www.liveworkstudio.com
www.designthenewbusiness.com
erik@liveworkstudio.com
@liveworkstudio
@roscamabbing
#sddBCN
Thank you!