Creative lapland seminar 2010 stefan moritz

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Creative lapland seminar 2010 stefan moritz

  1. 1. Service Design Something to phone home about. Stefan Moritz – Creative Lapland Seminar 2010
  2. 2. Sorry that I can’t be here in person. Stefan Moritz – Creative Lapland Seminar 2010
  3. 3. Designing the world’s most accessible video conference service 3 Stefan Moritz – Creative Lapland Seminar 2010 Ergonomidesign / skiptrip.se
  4. 4. From the industrial to the networked age 4 Stefan Moritz – Creative Lapland Seminar 2010 At the core of the technological, social and cultural shift are people. The networked age is the mutual value era.
  5. 5. VALUE FOR THE ENTERPRISE ? Experiences 5 Services } GE Stefan Moritz – Creative Lapland Seminar 2010 DA KE WOR Brands ET {N Products } GE Commodities ALA RI U ST ND {I VALUE FOR CUSTOMERS
  6. 6. 6 Stefan Moritz – Creative Lapland Seminar 2010 “Service is everything that can’t fall on your feet.” THE ECONOMIST Illustration by Jeffery Callender & Peter Morville
  7. 7. Service Design methodology – How to design services and experiences in the network age INDUSTRIAL AGE NETWORK AGE METHODOLOGY Produced Performed Journey Stefan Moritz – Creative Lapland Seminar 2010 Material Immaterial System design Tangible Intangible Sensualisation No involvement Client participation Co-creation Ownership Experience Service blueprint
  8. 8. Service Experience You have to be there. It happens over time. 8 You don’t own it but use it. Stefan Moritz – Creative Lapland Seminar 2010
  9. 9. Service Design DEFINITION | Methodology to help improve or 9 innovate service experiences that result in more satisfied customers Stefan Moritz – Creative Lapland Seminar 2010 and more profitable enterprises.
  10. 10. You are a service designer. 10 Stefan Moritz – Creative Lapland Seminar 2010
  11. 11. So what is so special about service design? 11 Stefan Moritz – Creative Lapland Seminar 2010
  12. 12. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz – Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  13. 13. 13 Stefan Moritz – Creative Lapland Seminar 2010 Finding out and Giving strategic Developing Selecting the Enabling Making it learning direction concepts most relevant understanding happen
  14. 14. Why do we need (to get better at) 14 service design? Stefan Moritz – Creative Lapland Seminar 2010
  15. 15. “80% of companies believe they deliver outstanding value and a superior customer experience. 15 Stefan Moritz – Creative Lapland Seminar 2010 8% of their customers agree.” Source: Bain & Company
  16. 16. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz – Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  17. 17. Culture 17 Business Brand Model Stefan Moritz – Creative Lapland Seminar 2010 Service Design Value Authenticity Utility Source: Paul Sims
  18. 18. “The only people that see the bigger picture of any company are 18 Stefan Moritz – Creative Lapland Seminar 2010 their customers.”
  19. 19. I don’t buy shoes. 19 Stefan Moritz – Creative Lapland Seminar 2010
  20. 20. Selling products Delivering services 20 Stefan Moritz – Creative Lapland Seminar 2010
  21. 21. The outcome: service, product, system, experience, offer,… 21 Stefan Moritz – Creative Lapland Seminar 2010
  22. 22. big words Small actions are better than 22 Stefan Moritz – Creative Lapland Seminar 2010
  23. 23. Reactions Interactions Transactions 23 Stefan Moritz – Creative Lapland Seminar 2010
  24. 24. New currencies. 24 Stefan Moritz – Creative Lapland Seminar 2010 TIME / KUDOS / FEEDBACK / POINTS /…
  25. 25. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz – Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  26. 26. 26 Hospital designed Stefan Moritz – Creative Lapland Seminar 2010
  27. 27. BETTER PRPARATION BETTER TREATMENT Multi-media recall service Music of choice during treatment Online registration form DVD-glasses during treatment SMS reminder Alternative medicine Free parking Children play area with Playstation Bring your guests General anesthesia BETTER WAITING BETTER DEPARTURE 27 Postcard service in the waiting area Credit cards accepted (Germany!) Fireplace & blankets Cool bags and painkillers Stefan Moritz – Creative Lapland Seminar 2010 Multimedia waiting room Mouth refreshing room Daily papers / Magazines / Wireless Prophylaxis shop Reading glass lending Beach chairs on the roof terrace Air-conditioning Sun glasses lending Baby changing, feeding and play room Internal lab Free Latte, juice, etc. Vouchers Fresh fruit Extended warranty Toothbrush set free http://www.ku64.de
  28. 28. 28 Listen. Stefan Moritz – Creative Lapland Seminar 2010
  29. 29. 29 Care. Stefan Moritz – Creative Lapland Seminar 2010
  30. 30. 30 Simplify. Stefan Moritz – Creative Lapland Seminar 2010
  31. 31. 31 Engage. Stefan Moritz – Creative Lapland Seminar 2010
  32. 32. 32 Leverage. Stefan Moritz – Creative Lapland Seminar 2010
  33. 33. 33 Nurture. Stefan Moritz – Creative Lapland Seminar 2010
  34. 34. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz – Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  35. 35. Service touches Service system Service business 35 Stefan Moritz – Creative Lapland Seminar 2010
  36. 36. harder than ideas. Implementation is 36 Stefan Moritz – Creative Lapland Seminar 2010
  37. 37. Service Design methodology Stefan Moritz – Creative Lapland Seminar 2010
  38. 38. 38 Prototype. Stefan Moritz – Creative Lapland Seminar 2010
  39. 39. Stefan Moritz – Creative Lapland Seminar 2010
  40. 40. http://servicedesigntools.org/ 40 Stefan Moritz – Creative Lapland Seminar 2010
  41. 41. Where to start? Stefan Moritz – Creative Lapland Seminar 2010
  42. 42. Where to start? Problem Solve Stefan Moritz – Creative Lapland Seminar 2010 Something to phone home Value about Leverage More More New assets value customers offer
  43. 43. A little service for you: http://drop.io/CLS Stefan Moritz – Creative Lapland Seminar 2010
  44. 44. How to navigate? 44 Stefan Moritz – Creative Lapland Seminar 2010
  45. 45. Quick & dirty 45 Journey Hot 20 Sticker Tomorrows Back Journal spot ideas voting headlines casting Stefan Moritz – Creative Lapland Seminar 2010
  46. 46. “Imagination is more important 46 Stefan Moritz – Creative Lapland Seminar 2010 then knowledge.” Albert Einstein
  47. 47. Kiitos. Stefan Moritz – Creative Lapland Seminar 2010 http://drop.io/CLS http://stefan-moritz.com

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