A presentation for Service Design Network in Newcastle

1. Dr Andrea Siodmok
Head of Design Knowledge

2. Future challenges for
service companies
#1 Global changes
#2 The creative economy
#3 Goods and services
#4 The bottom line

3. #1 Global changes

4. industrial creative

5. production consumption

6. Big ideas
big ideas small ideas
Small ideas
Flash mob/the Hoff

7. leisure society 24/7 work

8. $35 $480
x7.5 m cap $19 - $146bn

9. $200 $1

10. diversity scarcity

11. 350

12. 9 36 100-160

13. Global
creative
imperative

14. #2 The creative economy

15. ‘Industrial economy’
Production focused
Design of things
Standardised
“Less is more”
Form follows function

16. ‘Creative economy’
Consumption focused
Design of experiences
Co-designed
‘More has costs’
Value follows experience

17. A journey of an
iconic design in a
multicultural world…

18. Cambodia

19. Seoul

20. Morocco

21. Ohio

22. Kuwait

23. Prague

24. Tokyo

25. Bagdad

26. Bangkok

27. Nepal

28. Outer Space

29. Texas

30. Why do people love their
ipods?

31. i-pod i-tunes
(Apple Designers) (Apple Customers)
Modernist box Bundled services
Not up-gradable Customised content
Minimal customisation 1 bn downloads
Built and shipped by Apple Built and adapted by
customers

32. #3 Goods and Services

33. In the west we are seeing a shift in the
value chain, from physical commodities
that support basic needs, to carefully
cultivated experience-led services that
anticipate latent desires.

34. What is a service?

35. “any activity or benefit that one party can
give to another that is essentially
intangible and does not result in the
ownership of anything”
Philip Kotler

37. Cost
Services
Goods
1994 2004

38. Cost
Inflatory
Deflatory
1994 2004

39. Some thoughts on Service Design

40. Design for the
service sector
finance
retail
airports
hospitals
police
health
education
Photo by David Mansell - Demos

42. Service design skills
holistic design
prototyping
multi-stakeholder
co-designing
complex problems
formal and informal
design interventions

43. The ‘front-end’ design of services

45. £427.20

46. £427.20

49. £4,444.20

52. “Design shapes ideas to
become practical and
attractive propositions for
users or customers.” Cox Review

53. The ‘back-end’ design of services
(service provision and delivery)

54. Efficiency in labour intensive services
Development of agile services
Lean consumption
UCD to PCD

55. # User centred design = Understanding
needs of the user that is not you (Customers)
# Business centred design = Understanding
needs of the business decision makers that are not
you (Design Leadership)
# Provider centred design = Understanding
the needs of the service providers that are in at the
delivery end (Stakeholders)
# Designer centred design = understanding
needs of design that are beyond all of the above

56. www.designcouncil.org.uk/