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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
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
5
Powers of Ten


What is a Service?
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


What is Service Design?
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
Why Service Design?




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


Dismantling Service Design
18
Ecosystem & Communication


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
24
Business Model
Project Journey
Partnership
Execution
USER
INTERVIEW
BRAINSTORM
TOUCHPOINT

DESIGN
BRAND

COMMUNICATION SELF

EXPERIENCE
GUIDELINE






25





 



Service Blueprint
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
28






To Serve is Being Human
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


Conclusion
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








33
Think in Systems
34
Challenge to Service Design








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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