サービスデザインの骨格と視点

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Kazumichi (Mario) Sakata

2016年3月4日に大阪で開催された HCD-Net サロンでお話しさせていただいたプレゼンテーションです。

Design

2
Summary
Point of View
 
 
Paradigm Shift
Change Management
image courtesy istockphoto

1984Was Born
2008-2013
About
01
2013-2015
02
2015-
03
2015-
04

4
 
Pixels
01
Design to the Powers of Ten
 
Website
 
Webservice
Ecosystem
…and Beyond
02 03

7
✓教育・研究
✓医療・保健
✓流通
✓事業向け/個人向け
Tertiary Industry: Service as an Intangible Value
image courtesy istockphoto

8
 
Communication
Value
Outline
Product vs Service: What is the Difference?
Intangible
Simultaneous Heterogeneous

10
 
 
Aesthetics and the
Ideology
The History of Service Design
G. Lynn Shostack, (1982) 
“How to Design a Service”,
European Journal of Marketing,
Vol. 16
Issue: 1, pp.49-63
1982
Educational Program at 
Köln International School of Design,
Service Design Network was then
founded in 2004
1990

Front Stage Experience
11
Designing 2-Sided User Experience
 
 
Back Stage ExperienceProduct 
Operation 
Policy 
Structure 
Culture

12
 
 
Air France-KLM’s
‘e-tag & e-track’
Interactive Communication in Service Design
image courtesy airlinetrends.com

14
Background: 21st Century Problems
20th Century Problem
Serve Manufacture  Advertise  Sell 
21st Century Problem
Make a ‘Thing`
01
Make a ‘Profit`
02
Re-Engagement, Loyalty
03
TODAY

15
1. Benefits of Scale: Human Centeredness
Before
 
User
After
 
 
Human

16
2. Extending Touchpoints: Design for Communication
 
Before
 
 
Single & Multi-Channel
After
 
 
Cross & Omni-Channel

19
 
 
ー TMA-2 Modular
Sell Your Ecosystem, Not Your Product

20
Look Through Both Lenses
 
InterfaceActivityEnvironmentCulture Interface Activity Environment Culture
Frontstage Experience Backstage Experience

21
Issues in Hospitality Industry
 
 
 
The Necessity of Service Design

22
 
Case Study
 
Understanding Blueprint of a Service
 
 
How to Execute Ideas
image courtesy istockphoto

23
 
Stakeholders
 
Case Study: The Launch of B2B2C Model E-Commerce

26
Service Blueprint
Front Stage Experience
WHO? WHEN? WHERE? WHAT? HOW? WHY? 
Back Stage Experience 
WHO? WHEN? WHERE? WHAT? HOW? WHY?

27
 
 
 
Acquisition Activation Retention Revenue Referral
01 02 03

29
Service Design Model
TOUCHPOINT DESIGN
WHAT
HOW
WHY
HOW
WHY
WHO WHO
SERVICE 
BLUEPRINT
CUSTOMER ENTERPRISE
Stakeholders Needs Context StakeholdersValueOperation
Solution Solution
CUSTOMER 
JOURNEY

31
Continuous
Communication
 
Ecosystem
 
To Serve
Human Centered
 
Orchestration
 
2-Sided Experience
Service Design for Disassembly

32
People ignore design that ignores people.
❞
❞
— Frank Chimero

35
http://blog.recruit-tech.co.jp/2015/08/28/recruit_two_cx/
Service Design in Recruit
http://japan.service-design-network.org/
Service Design Network Japan
http://www.amazon.co.jp/dp/4861008522/
This Is Service Design Thinking.
http://www.servicedesigntoolkit.org/downloads.html
Service Design Toolkit
http://www.service-design-network.org/
Service Design Network
http://www.slideshare.net/kazumichisakata/2-43421944
My Talk about Service Design
Reference

36
Upcoming Events in Osaka
UX Japan Forum 2016 (2016.09.24 (Sat))
UX KANSAI (2016.04.09 (Sat))
uxjapan.org
facebook.com/uxjapan
uxkansai.tumblr.com
facebook.com/uxkansai

kazumichi.sakata@gmail.com @mariosakata
Thank You
sprmario.hatenablog.jp/ slideshare.net/kazumichisakata
image courtesy istockphoto

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サービスデザインの骨格と視点

1. image courtesy istockphoto A Guide to Service Design for Disassembly KAZUMICHI SAKATA  @mariosakata  Recruit Technologies Co., Ltd. & UX Tokyo  HCD-Net | March 4th, 2016

2. 2 Summary Point of View     Paradigm Shift Change Management image courtesy istockphoto

3. 1984Was Born 2008-2013 About 01 2013-2015 02 2015- 03 2015- 04

4. 4   Pixels 01 Design to the Powers of Ten   Website   Webservice Ecosystem …and Beyond 02 03

5. 5 Powers of Ten

6.   What is a Service?

7. 7 ✓教育・研究 ✓医療・保健 ✓流通 ✓事業向け/個人向け Tertiary Industry: Service as an Intangible Value image courtesy istockphoto  

8. 8   Communication Value Outline Product vs Service: What is the Difference? Intangible Simultaneous Heterogeneous

9.   What is Service Design?

10. 10     Aesthetics and the Ideology The History of Service Design G. Lynn Shostack, (1982)  “How to Design a Service”, European Journal of Marketing, Vol. 16 Issue: 1, pp.49-63 1982 Educational Program at  Köln International School of Design, Service Design Network was then founded in 2004 1990

11.     Front Stage Experience 11 Designing 2-Sided User Experience     Back Stage ExperienceProduct  Operation  Policy  Structure  Culture 

12.     12     Air France-KLM’s ‘e-tag & e-track’ Interactive Communication in Service Design image courtesy airlinetrends.com

13. Why Service Design?    

14. 14 Background: 21st Century Problems 20th Century Problem Serve Manufacture  Advertise  Sell  21st Century Problem Make a ‘Thing` 01 Make a ‘Profit` 02 Re-Engagement, Loyalty 03 TODAY

15. 15 1. Benefits of Scale: Human Centeredness Before   User After     Human  

16. 16 2. Extending Touchpoints: Design for Communication   Before     Single & Multi-Channel After     Cross & Omni-Channel

17.   Dismantling Service Design

18. 18 Ecosystem & Communication  

19. 19     ー TMA-2 Modular Sell Your Ecosystem, Not Your Product

20. 20 Look Through Both Lenses   InterfaceActivityEnvironmentCulture Interface Activity Environment Culture Frontstage Experience Backstage Experience

21. 21 Issues in Hospitality Industry       The Necessity of Service Design

22. 22   Case Study   Understanding Blueprint of a Service     How to Execute Ideas image courtesy istockphoto

23. 23   Stakeholders   Case Study: The Launch of B2B2C Model E-Commerce

24. 24 Business Model Project Journey Partnership Execution USER INTERVIEW BRAINSTORM TOUCHPOINT  DESIGN BRAND  COMMUNICATION SELF  EXPERIENCE GUIDELINE

25.       25           Service Blueprint

26. 26 Service Blueprint Front Stage Experience WHO? WHEN? WHERE? WHAT? HOW? WHY?  Back Stage Experience  WHO? WHEN? WHERE? WHAT? HOW? WHY? 

27. 27       Acquisition Activation Retention Revenue Referral 01 02 03

28. 28       To Serve is Being Human

29. 29 Service Design Model TOUCHPOINT DESIGN WHAT HOW WHY HOW WHY WHO WHO SERVICE  BLUEPRINT CUSTOMER ENTERPRISE Stakeholders Needs Context StakeholdersValueOperation Solution Solution CUSTOMER  JOURNEY

30.   Conclusion

31. 31 Continuous Communication   Ecosystem   To Serve Human Centered   Orchestration   2-Sided Experience Service Design for Disassembly  

32. 32 People ignore design that ignores people. ❞ ❞ — Frank Chimero

33.         33 Think in Systems

34. 34 Challenge to Service Design        

35. 35 http://blog.recruit-tech.co.jp/2015/08/28/recruit_two_cx/ Service Design in Recruit http://japan.service-design-network.org/ Service Design Network Japan http://www.amazon.co.jp/dp/4861008522/ This Is Service Design Thinking. http://www.servicedesigntoolkit.org/downloads.html Service Design Toolkit http://www.service-design-network.org/ Service Design Network http://www.slideshare.net/kazumichisakata/2-43421944 My Talk about Service Design Reference

36. 36 Upcoming Events in Osaka UX Japan Forum 2016 (2016.09.24 (Sat)) UX KANSAI (2016.04.09 (Sat)) uxjapan.org facebook.com/uxjapan uxkansai.tumblr.com facebook.com/uxkansai

37. kazumichi.sakata@gmail.com @mariosakata Thank You sprmario.hatenablog.jp/ slideshare.net/kazumichisakata image courtesy istockphoto

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