SlideShare a Scribd company logo
1 of 30
Download to read offline
Service
Design
Drinks
DA R K H O R S E / O C TO B E R 9 , 2 0 1 3
Service Design
for Start-ups
Overview
Why?
What?
How?
Exercise
Martin
User Experience,
Nokia
Katrin
PhD Candidate,
University of
Potsdam
Who are we?
Olga
Business
Consultant
Manuel
Freelance
Service
Designer
The internet economy in Berlin
has a higher economic
performance than the
construction industry.
Why? R E L E VA N C E
Every 20 hours a new start-up
is founded in Berlin.
— I B B B e r l i n 2 0 1 3
What? D E F I N I T I O N
— W I K I P E D I A
‘Start-Up’
“A start-up [...] is a company, a partnership
or temporary organization designed to
search for a repeatable and scalable business
model. These companies,[...] are in a phase of
development and research for markets.”
What? D E F I N I T I O N
“ A 'start-up' is a company that is confused about
who its customers are,
what its product is,
— Q U O R A
Top-rated answer for ‘Start-Up’
how to make money.”
What? D E F I N I T I O N
“ A 'startup' is a company that is confused about
who its customers are,
what its product is,
— Q U O R A
Top-rated answer for ‘Start-Up’
how to make money.”
Value proposition
User needs
Business Model
What? D E F I N I T I O N
— Q U O R A
Top-rated answer for ‘Start-Up’
“ As soon as it figures out all 3 things, it ceases to
be a startup and then becomes a real business.”
How can service design help?
Value proposition
User needs
Business model
• User Research
• Personas
• User Journeys
• Prototyping
• Business Model Canvas
• Service Blueprint
Why & How?
We asked a few start-ups about
service design & how they use it
The start-ups
talent-pool that
matches people and
companies based
on cultural fit
visual real-time
collaboration tool
cycle-tracking
mobile app for
women
How do you define service design?
1.
“I consider Service Design to define how our
product really works. It‘s not just about [...]
features. 
It‘s about integration of features and behaviour
of those within a higher context [...].”
— M A R T I N G U E T H E R
Spacedeck
“[...] being honest, we think it is one of
several attempts to formalise the language
surrounding the most basic design goal. [...]
It can be called many things [...] but at the
end of the day we consider it to be mainly
empathy and responsible design.”
— CO N O R D E L A H U N T Y
Somewhere
“I think the problem is most businesses
are stuck in Pixeled Service Design,
instead of just Service Design. [...]
You realize how constraining Digital is if you
start thinking about what types of services can
be provided by… human beings, bicycles,
shopping carts, stairs, trees, lakes, blue skies.”
— M I K E L AV I G N E
Clue
Why is service design important for
your start-up?
2.
“[...] As a Start-up it is very important to think
about your product as a service.”
— M A R T I N G U E T H E R
Spacedeck
“[...] At the beginning it helps us to plot and
plan the spaces we want to play in and the
behaviours we need to support; later it helps us
to identify the areas where we are not doing
a good enough job as well as some tactics on
how to approach solving them. ”
— CO N O R D E L A H U N T Y
Somewhere
“We're designing a very personal service for
women to understand what's going on in their
bodies each month. We can't possibly do that well
without keeping a very open mind about how
best to do that, both digital and non-digital.”
— M I K E L AV I G N E
Clue
What are the most important design
tools in your company?
3.
“The people using our service are the biggest
source of inspiration for our service. In this case,
in-depth conversations, open ears, and
open minds are the most important tools.”
— M I K E L AV I G N E
Clue
“Personas, Mock-Ups, Click-Prototypes [...]”
— M A R T I N G U E T H E R
Spacedeck
“Definitely pen and lots of paper - and
talking to people. Thinking of the service in
terms of a journey that a real life human will
go through, etc. We aren't really formal, we just
grab bits and pieces as we go and use the ones
that work for us.”
— CO N O R
Somewhere HQ
Exercise
Let‘s use a
typical start-up
tool today
Elevator pitch
Be right on the spot. Pitch your idea
in 30 seconds to a potential investor.
Elevator pitch A S A CO M PA R I S O N
“ Salonmeister is like Qype for hairdressers.”
“ tame is like google for twitter.”
Define your start-up by comparing it to an
established, well-known service.
“ Bloomydays is like a pizza delivery for flowers.”
Elevator pitch A S A S U M M A RY
Articulate a concise summary of your fav service.
For
TARGET
CUSTOMER
CUSTOMER
NEED
SERVICE
NAME
MARKET
CATEGORY
who
in
that
Unlike
the service
is a
ONE KEY
BENEFIT
COMPE-
TITION
LOCATION
(STREET)
.
.
UNIQUE
DIFFEREN-
TIATOR
a foodie & chef at home
has way too little time
Kochhaus supermarket
Berlin & Hamburg
offers pre-compiled recipes
Kaisers, Perfetto or Proviant
offers all ingredients
in 1 single shop w/o need running thru the city
Take-away
Learnings
They are pragmatic about the tools and use
what works for them
Start-ups apply service design differently
Service design is highly relevant for
start-ups
Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
See you at
the X-mas
party
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin

More Related Content

What's hot

The Rise of Experiential Design – What You Need to Succeed
The Rise of Experiential Design – What You Need to SucceedThe Rise of Experiential Design – What You Need to Succeed
The Rise of Experiential Design – What You Need to Succeed
FITC
 

What's hot (20)

Exploring Service Design: User Experience Beyond the Screen
Exploring Service Design: User Experience Beyond the ScreenExploring Service Design: User Experience Beyond the Screen
Exploring Service Design: User Experience Beyond the Screen
 
Service Design Network UK Conference - James Samperi and Emma Watkins
Service Design Network UK Conference - James Samperi and Emma WatkinsService Design Network UK Conference - James Samperi and Emma Watkins
Service Design Network UK Conference - James Samperi and Emma Watkins
 
Role of design in business innovation
Role of design in business innovationRole of design in business innovation
Role of design in business innovation
 
Bootstrapping the Information Architecture (Italian IA Summit)
Bootstrapping the Information Architecture (Italian IA Summit)Bootstrapping the Information Architecture (Italian IA Summit)
Bootstrapping the Information Architecture (Italian IA Summit)
 
Cathy Huang & Xue Yin - Multiple-channel business model
Cathy Huang & Xue Yin - Multiple-channel business modelCathy Huang & Xue Yin - Multiple-channel business model
Cathy Huang & Xue Yin - Multiple-channel business model
 
What is Service Design?
What is Service Design?What is Service Design?
What is Service Design?
 
Bridgeable: Celebrating 10 years of Insight and Impact
Bridgeable: Celebrating 10 years of Insight and ImpactBridgeable: Celebrating 10 years of Insight and Impact
Bridgeable: Celebrating 10 years of Insight and Impact
 
Designing for Financial Services / Service Design Drinks
Designing for Financial Services / Service Design DrinksDesigning for Financial Services / Service Design Drinks
Designing for Financial Services / Service Design Drinks
 
Design revolutions - A short history of design
Design revolutions - A short history of designDesign revolutions - A short history of design
Design revolutions - A short history of design
 
The Rise of Experiential Design – What You Need to Succeed
The Rise of Experiential Design – What You Need to SucceedThe Rise of Experiential Design – What You Need to Succeed
The Rise of Experiential Design – What You Need to Succeed
 
Service design
Service designService design
Service design
 
A Brief Guide to Service Design (UX Brighton) by Paul Thurston & Nick Marsh
A Brief Guide to Service Design (UX Brighton) by Paul Thurston & Nick MarshA Brief Guide to Service Design (UX Brighton) by Paul Thurston & Nick Marsh
A Brief Guide to Service Design (UX Brighton) by Paul Thurston & Nick Marsh
 
UX STRAT USA 2017: Andrew Hinton, "Designing A Future We Want to Live In"
UX STRAT USA 2017: Andrew Hinton, "Designing A Future We Want to Live In"UX STRAT USA 2017: Andrew Hinton, "Designing A Future We Want to Live In"
UX STRAT USA 2017: Andrew Hinton, "Designing A Future We Want to Live In"
 
Public Services by Design - Snook
Public Services by Design - Snook Public Services by Design - Snook
Public Services by Design - Snook
 
Roberta Tassi - The Commoditisation of Design Tools
Roberta Tassi - The Commoditisation of Design ToolsRoberta Tassi - The Commoditisation of Design Tools
Roberta Tassi - The Commoditisation of Design Tools
 
Co-Design - more than post-its and goodwill
Co-Design - more than post-its and goodwillCo-Design - more than post-its and goodwill
Co-Design - more than post-its and goodwill
 
A UX Designer's influence on the roadmap of My Amsterdam
A UX Designer's influence on the roadmap of My AmsterdamA UX Designer's influence on the roadmap of My Amsterdam
A UX Designer's influence on the roadmap of My Amsterdam
 
Service Design Award 2017 – Winners' presentations
Service Design Award 2017 – Winners' presentationsService Design Award 2017 – Winners' presentations
Service Design Award 2017 – Winners' presentations
 
Would you like service design with that? Presented by Suze Ingram at Web Dire...
Would you like service design with that? Presented by Suze Ingram at Web Dire...Would you like service design with that? Presented by Suze Ingram at Web Dire...
Would you like service design with that? Presented by Suze Ingram at Web Dire...
 
Customer behaviour by design
Customer behaviour by designCustomer behaviour by design
Customer behaviour by design
 

Viewers also liked

賴聲川創意學
賴聲川創意學賴聲川創意學
賴聲川創意學
kkjjkevin03
 
наглядная характеристика проекта
наглядная характеристика проектанаглядная характеристика проекта
наглядная характеристика проекта
kulibin
 

Viewers also liked (16)

Being Visual / Service Design Drinks
Being Visual / Service Design DrinksBeing Visual / Service Design Drinks
Being Visual / Service Design Drinks
 
KISD Conference / Bringing Service Design In-House
KISD Conference / Bringing Service Design In-HouseKISD Conference / Bringing Service Design In-House
KISD Conference / Bringing Service Design In-House
 
Brand Services / Service Design Drinks
Brand Services / Service Design DrinksBrand Services / Service Design Drinks
Brand Services / Service Design Drinks
 
Re-Designing Death / Service Design Drinks
Re-Designing Death / Service Design DrinksRe-Designing Death / Service Design Drinks
Re-Designing Death / Service Design Drinks
 
Service Design - Dienstleistungen erfolgreich gestalten und umsetzen (Gründer...
Service Design - Dienstleistungen erfolgreich gestalten und umsetzen (Gründer...Service Design - Dienstleistungen erfolgreich gestalten und umsetzen (Gründer...
Service Design - Dienstleistungen erfolgreich gestalten und umsetzen (Gründer...
 
Service Design: Dienstleistungen gestalten / IDZ Design & Company
Service Design: Dienstleistungen gestalten / IDZ Design & CompanyService Design: Dienstleistungen gestalten / IDZ Design & Company
Service Design: Dienstleistungen gestalten / IDZ Design & Company
 
Service Design & the Internet of Things / Service Design Drinks
Service Design & the Internet of Things / Service Design DrinksService Design & the Internet of Things / Service Design Drinks
Service Design & the Internet of Things / Service Design Drinks
 
Education / Service Design Drinks
Education / Service Design DrinksEducation / Service Design Drinks
Education / Service Design Drinks
 
Making jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design DrinksMaking jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design Drinks
 
Service Innovation in Retail / Service Design Drinks Berlin
Service Innovation in Retail / Service Design Drinks BerlinService Innovation in Retail / Service Design Drinks Berlin
Service Innovation in Retail / Service Design Drinks Berlin
 
Designing Services for the Public / Service Design Drinks
Designing Services for the Public / Service Design DrinksDesigning Services for the Public / Service Design Drinks
Designing Services for the Public / Service Design Drinks
 
Gov Jam Berlin 2013 Dokumentation
Gov Jam Berlin 2013 DokumentationGov Jam Berlin 2013 Dokumentation
Gov Jam Berlin 2013 Dokumentation
 
Service Blueprinting / Service Design Drinks Berlin
Service Blueprinting / Service Design Drinks BerlinService Blueprinting / Service Design Drinks Berlin
Service Blueprinting / Service Design Drinks Berlin
 
DEEPAK
DEEPAKDEEPAK
DEEPAK
 
賴聲川創意學
賴聲川創意學賴聲川創意學
賴聲川創意學
 
наглядная характеристика проекта
наглядная характеристика проектанаглядная характеристика проекта
наглядная характеристика проекта
 

Similar to Service Design for Startups / Service Design Drinks Berlin

LMT Presentation (1.45)
LMT Presentation (1.45)LMT Presentation (1.45)
LMT Presentation (1.45)
Silvia Hofer
 
LMT Presentation (1.45)
LMT Presentation (1.45)LMT Presentation (1.45)
LMT Presentation (1.45)
Andrew Jones
 
Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...
Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...
Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...
genycaloisi
 

Similar to Service Design for Startups / Service Design Drinks Berlin (20)

Master thesis: "Enhancing staff engagement in a Social Business through exten...
Master thesis: "Enhancing staff engagement in a Social Business through exten...Master thesis: "Enhancing staff engagement in a Social Business through exten...
Master thesis: "Enhancing staff engagement in a Social Business through exten...
 
Building a Connected Workspace
Building a Connected WorkspaceBuilding a Connected Workspace
Building a Connected Workspace
 
The customer driven enterprise
The customer driven enterpriseThe customer driven enterprise
The customer driven enterprise
 
LMT Presentation (1.45)
LMT Presentation (1.45)LMT Presentation (1.45)
LMT Presentation (1.45)
 
LMT Presentation (1.45)
LMT Presentation (1.45)LMT Presentation (1.45)
LMT Presentation (1.45)
 
UX 101: A quick & dirty introduction to user experience strategy & design
UX 101: A quick & dirty introduction to user experience strategy & designUX 101: A quick & dirty introduction to user experience strategy & design
UX 101: A quick & dirty introduction to user experience strategy & design
 
Service Design Drinks | Finance - What future do we wish for?
Service Design Drinks | Finance - What future do we wish for?Service Design Drinks | Finance - What future do we wish for?
Service Design Drinks | Finance - What future do we wish for?
 
Design Thinking Guide for Successful Professionals- Chapter 1
Design Thinking Guide for Successful Professionals- Chapter 1Design Thinking Guide for Successful Professionals- Chapter 1
Design Thinking Guide for Successful Professionals- Chapter 1
 
Who is Listening, and Why? Audience, Purpose, & Presentation Skills
Who is Listening, and Why? Audience, Purpose, & Presentation SkillsWho is Listening, and Why? Audience, Purpose, & Presentation Skills
Who is Listening, and Why? Audience, Purpose, & Presentation Skills
 
Our people
Our peopleOur people
Our people
 
Design Thinking for the Modern Startup
Design Thinking for the Modern StartupDesign Thinking for the Modern Startup
Design Thinking for the Modern Startup
 
Salary guide, most in-demand technology jobs and other insights - Quarterly N...
Salary guide, most in-demand technology jobs and other insights - Quarterly N...Salary guide, most in-demand technology jobs and other insights - Quarterly N...
Salary guide, most in-demand technology jobs and other insights - Quarterly N...
 
Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...
Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...
Riding the creative storm with Ruckus _ Top Interactive Agencies _ Best Digit...
 
Stakeholder Mapping: IA Summit 2014
Stakeholder Mapping: IA Summit 2014Stakeholder Mapping: IA Summit 2014
Stakeholder Mapping: IA Summit 2014
 
From Double Diamond to Agile (in german)
From Double Diamond to Agile (in german)From Double Diamond to Agile (in german)
From Double Diamond to Agile (in german)
 
Service Design Primer
Service Design PrimerService Design Primer
Service Design Primer
 
A week in the life of a Market Researcher: Jasmeet Sethi of Ericsson ConsumerLab
A week in the life of a Market Researcher: Jasmeet Sethi of Ericsson ConsumerLabA week in the life of a Market Researcher: Jasmeet Sethi of Ericsson ConsumerLab
A week in the life of a Market Researcher: Jasmeet Sethi of Ericsson ConsumerLab
 
Designing Better Experiences - A Digital Masterclass for the Financial Sector...
Designing Better Experiences - A Digital Masterclass for the Financial Sector...Designing Better Experiences - A Digital Masterclass for the Financial Sector...
Designing Better Experiences - A Digital Masterclass for the Financial Sector...
 
CityVerve Human Centred Design Induction
CityVerve Human Centred Design InductionCityVerve Human Centred Design Induction
CityVerve Human Centred Design Induction
 
Intranet designs guaranteed to engage and inspire
Intranet designs guaranteed to engage and inspireIntranet designs guaranteed to engage and inspire
Intranet designs guaranteed to engage and inspire
 

More from Service Design Berlin

More from Service Design Berlin (8)

Service Design Drinks | The Future of Cities
Service Design Drinks | The Future of CitiesService Design Drinks | The Future of Cities
Service Design Drinks | The Future of Cities
 
Future of Health Care | Service Design Drinks
 Future of Health Care |  Service Design Drinks Future of Health Care |  Service Design Drinks
Future of Health Care | Service Design Drinks
 
Building communities / Service Design Drinks
Building communities / Service Design DrinksBuilding communities / Service Design Drinks
Building communities / Service Design Drinks
 
Data & Services / Service Design Drinks
Data & Services / Service Design DrinksData & Services / Service Design Drinks
Data & Services / Service Design Drinks
 
LEGO Serious Play / Service Design Drinks Berlin
LEGO Serious Play / Service Design Drinks Berlin LEGO Serious Play / Service Design Drinks Berlin
LEGO Serious Play / Service Design Drinks Berlin
 
Circular Economy / Service Design Drinks
Circular Economy / Service Design DrinksCircular Economy / Service Design Drinks
Circular Economy / Service Design Drinks
 
Storytelling in Service Design / Service Design Drinks Berlin
Storytelling in Service Design / Service Design Drinks BerlinStorytelling in Service Design / Service Design Drinks Berlin
Storytelling in Service Design / Service Design Drinks Berlin
 
Next Conference — Mapping Outstanding Service Experiences
Next Conference — Mapping Outstanding Service ExperiencesNext Conference — Mapping Outstanding Service Experiences
Next Conference — Mapping Outstanding Service Experiences
 

Recently uploaded

Mental Health Issues of Graduate Students
Mental Health Issues of Graduate StudentsMental Health Issues of Graduate Students
Mental Health Issues of Graduate Students
vineshkumarsajnani12
 
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
ogawka
 
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
prakheeshc
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelled
CaitlinCummins3
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
LR1709MUSIC
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
CaitlinCummins3
 
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di MalangObat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
yulianti213969
 

Recently uploaded (20)

Mental Health Issues of Graduate Students
Mental Health Issues of Graduate StudentsMental Health Issues of Graduate Students
Mental Health Issues of Graduate Students
 
Home Furnishings Ecommerce Platform Short Pitch 2024
Home Furnishings Ecommerce Platform Short Pitch 2024Home Furnishings Ecommerce Platform Short Pitch 2024
Home Furnishings Ecommerce Platform Short Pitch 2024
 
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptxGoal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
 
A DAY IN THE LIFE OF A SALESPERSON .pptx
A DAY IN THE LIFE OF A SALESPERSON .pptxA DAY IN THE LIFE OF A SALESPERSON .pptx
A DAY IN THE LIFE OF A SALESPERSON .pptx
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
 
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckPitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
 
What are the differences between an international company, a global company, ...
What are the differences between an international company, a global company, ...What are the differences between an international company, a global company, ...
What are the differences between an international company, a global company, ...
 
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelled
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
 
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptxThompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
 
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO Services
 
10 Easiest Ways To Buy Verified TransferWise Accounts
10 Easiest Ways To Buy Verified TransferWise Accounts10 Easiest Ways To Buy Verified TransferWise Accounts
10 Easiest Ways To Buy Verified TransferWise Accounts
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
 
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di MalangObat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
 
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
obat aborsi bandung wa 081336238223 jual obat aborsi cytotec asli di bandung9...
 

Service Design for Startups / Service Design Drinks Berlin

  • 1. Service Design Drinks DA R K H O R S E / O C TO B E R 9 , 2 0 1 3 Service Design for Start-ups
  • 3. Martin User Experience, Nokia Katrin PhD Candidate, University of Potsdam Who are we? Olga Business Consultant Manuel Freelance Service Designer
  • 4. The internet economy in Berlin has a higher economic performance than the construction industry. Why? R E L E VA N C E Every 20 hours a new start-up is founded in Berlin. — I B B B e r l i n 2 0 1 3
  • 5. What? D E F I N I T I O N — W I K I P E D I A ‘Start-Up’ “A start-up [...] is a company, a partnership or temporary organization designed to search for a repeatable and scalable business model. These companies,[...] are in a phase of development and research for markets.”
  • 6. What? D E F I N I T I O N “ A 'start-up' is a company that is confused about who its customers are, what its product is, — Q U O R A Top-rated answer for ‘Start-Up’ how to make money.”
  • 7. What? D E F I N I T I O N “ A 'startup' is a company that is confused about who its customers are, what its product is, — Q U O R A Top-rated answer for ‘Start-Up’ how to make money.” Value proposition User needs Business Model
  • 8. What? D E F I N I T I O N — Q U O R A Top-rated answer for ‘Start-Up’ “ As soon as it figures out all 3 things, it ceases to be a startup and then becomes a real business.”
  • 9. How can service design help? Value proposition User needs Business model • User Research • Personas • User Journeys • Prototyping • Business Model Canvas • Service Blueprint
  • 10. Why & How? We asked a few start-ups about service design & how they use it
  • 11. The start-ups talent-pool that matches people and companies based on cultural fit visual real-time collaboration tool cycle-tracking mobile app for women
  • 12. How do you define service design? 1.
  • 13. “I consider Service Design to define how our product really works. It‘s not just about [...] features.  It‘s about integration of features and behaviour of those within a higher context [...].” — M A R T I N G U E T H E R Spacedeck
  • 14. “[...] being honest, we think it is one of several attempts to formalise the language surrounding the most basic design goal. [...] It can be called many things [...] but at the end of the day we consider it to be mainly empathy and responsible design.” — CO N O R D E L A H U N T Y Somewhere
  • 15. “I think the problem is most businesses are stuck in Pixeled Service Design, instead of just Service Design. [...] You realize how constraining Digital is if you start thinking about what types of services can be provided by… human beings, bicycles, shopping carts, stairs, trees, lakes, blue skies.” — M I K E L AV I G N E Clue
  • 16. Why is service design important for your start-up? 2.
  • 17. “[...] As a Start-up it is very important to think about your product as a service.” — M A R T I N G U E T H E R Spacedeck
  • 18. “[...] At the beginning it helps us to plot and plan the spaces we want to play in and the behaviours we need to support; later it helps us to identify the areas where we are not doing a good enough job as well as some tactics on how to approach solving them. ” — CO N O R D E L A H U N T Y Somewhere
  • 19. “We're designing a very personal service for women to understand what's going on in their bodies each month. We can't possibly do that well without keeping a very open mind about how best to do that, both digital and non-digital.” — M I K E L AV I G N E Clue
  • 20. What are the most important design tools in your company? 3.
  • 21. “The people using our service are the biggest source of inspiration for our service. In this case, in-depth conversations, open ears, and open minds are the most important tools.” — M I K E L AV I G N E Clue
  • 22. “Personas, Mock-Ups, Click-Prototypes [...]” — M A R T I N G U E T H E R Spacedeck
  • 23. “Definitely pen and lots of paper - and talking to people. Thinking of the service in terms of a journey that a real life human will go through, etc. We aren't really formal, we just grab bits and pieces as we go and use the ones that work for us.” — CO N O R Somewhere HQ
  • 24. Exercise Let‘s use a typical start-up tool today
  • 25. Elevator pitch Be right on the spot. Pitch your idea in 30 seconds to a potential investor.
  • 26. Elevator pitch A S A CO M PA R I S O N “ Salonmeister is like Qype for hairdressers.” “ tame is like google for twitter.” Define your start-up by comparing it to an established, well-known service. “ Bloomydays is like a pizza delivery for flowers.”
  • 27. Elevator pitch A S A S U M M A RY Articulate a concise summary of your fav service. For TARGET CUSTOMER CUSTOMER NEED SERVICE NAME MARKET CATEGORY who in that Unlike the service is a ONE KEY BENEFIT COMPE- TITION LOCATION (STREET) . . UNIQUE DIFFEREN- TIATOR a foodie & chef at home has way too little time Kochhaus supermarket Berlin & Hamburg offers pre-compiled recipes Kaisers, Perfetto or Proviant offers all ingredients in 1 single shop w/o need running thru the city
  • 29. Learnings They are pragmatic about the tools and use what works for them Start-ups apply service design differently Service design is highly relevant for start-ups Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
  • 30. See you at the X-mas party servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin