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