DesignThinkers presentation at the Aegon Marketing Conference 2011
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Transcript of DesignThinkers presentation at the Aegon Marketing Conference 2011
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TRUSTTHE NEXT BIG THING
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Arne van OosteromMarketing Conference
The Hague April 15th 2011
Twitter @DesignThinkersEmail [email protected]
www.designthinkers.nlwww.designthinkingnetwork.com
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The people at DesignThinkers believe in the importance
of creative thinking, facilitating ongoing conversations
and learning by doing.
We are a New Marketing Agency for a New Era. We
develop Marketing Strategy and Campaigns, build
Communities and Design and Implement innovative
products and services.
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SERVICE DESIGN, WHAT IS IT?!
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SERVICE DESIGN, WHAT IS IT?!
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PRAC
TICA
L! HOLISTIC!SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
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PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
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DESIGNING FOR SERVICES. E.G, A WEBSITE FOR A SERVICE PROVIDER. THIS OFTEN REQUIRES A MORE INTEGRATED APPROACH THAN SEEN IN REALITY.
* courtesy of Erik Roscam Abbing
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* courtesy of Erik Roscam Abbing
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PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing * courtesy of Erik Roscam Abbing
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OFTEN FOCUSSED ON AFTER SALES SERVICE. BUT THERE IS MUCH MORE! THE ENTIRE CUSTOMER JOURNEY OFFERS OPPORTUNITIES FOR SERVICE!
* courtesy of Erik Roscam Abbing
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DESI
GNIN
G
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!
PRAC
TICA
L! HOLISTIC!SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
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HOT TOPIC: THE INTERNET OF THINGS. PRODUCTS AND SERVICES ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY, DATA IS BEING HARVESTED AND DATA IS THE NEW GOLD
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PRAC
TICA
L! HOLISTIC!SERVICE DESIGN, WHAT IS IT?!
DESI
GNIN
G
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!DE
SIGN
ING
THE
TOUC
HPOI
NTS T
HAT
CONS
TITUT
E A S
ERVI
CE!
* courtesy of Erik Roscam Abbing
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THIS REQUIRES A TRULY MULTIDISCIPLINARY INTEGRATED RESEARCH, DESIGN AND IMPLEMENTATION APPROACH. DESIGN SUPPORTS HUMAN INTERACTION
* courtesy of Erik Roscam Abbing
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PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!DE
SIGN
ING
THE
TOUC
HPOI
NTS T
HAT
CONS
TITUT
E A S
ERVI
CE!
DESI
GNIN
G SE
RVIC
E
ECO-
SYST
EMS!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
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CONNECTING VARIOUS STAKEHOLDERS, SERVICES, PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-SYSTEM WHERE VALUE IS CREATED
* courtesy of Erik Roscam Abbing
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* courtesy of Erik Roscam Abbing
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PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!DE
SIGN
ING
THE
TOUC
HPOI
NTS T
HAT
CONS
TITUT
E A S
ERVI
CE!
DESI
GNIN
G SE
RVIC
E
ECO-
SYST
EMS!
DESI
GNIN
G AC
CORD
ING
TO S
ERVI
CE D
OMIN
ANT
LOGI
C!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
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THE SERVITISATION OF VALUE: FROM OWNERSHIP TO GETTING JOBS DONE. TOUCHPOINTS ENABLE VALUE CO-CREATIONCO-CREATION. PRODUCTS ARE A PART OF SERVICES
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VALUE CO-CREATION
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WHAT IS VALUE?
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VALUE IS ALWAYS CO-CREATED
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BUT USING A SERVICE OR OWNING A PRODUCT IS NEVER THE FINAL GOAL
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SERVICES AND PRODUCTS ARE A MEANS TO AN END
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YOU DON’T WANT TO TAKE A TRAINYOU WANT TO BE HOME
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YOU DON’T WANT TO TAKE A TRAINYOU WANT TO BE HOME
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“People don’t want to buy a quarter inch drill.They want a quarter-inch hole!”
Ted Levitt
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WE ‘HIRE’ TOOLS TO DO A JOB
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WE ‘HIRE’ TOOLS TO DO A JOB
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VALUE IS CREATED WITHIN A CERTAIN CONTEXT
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WE’RE MOVING AWAY FROM THE FOCUS ON VALUE IN EXCHANGE TOWARDS VALUE IN CONTEXT
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CONTEXT IS KING
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A NEW LOGIC FOR A NEW ERA
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SERVICE DOMINANT LOGIC
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OLD PARADIGM: ‘SERVICES ARE WHAT’S LEFT OVER IF YOU REMOVE ALL PRODUCTS’
THIS IS PRODUCT DOMINANT LOGIC
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NEW PARADIGM: ‘PRODUCTS AND SERVICES ARE ENABLERS FOR THE CO-CREATION OF VALUE’
THIS IS SERVICE DOMINANT LOGIC
Vargo & Lusch 2004, http://www.sdlogic.net/publications.html
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“The battle of devices has now become a war of ecosystems (...) Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyze or join an ecosystem”
from Nokia CEO Stephen Elop’s ‘Burning Platform’ Memo
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SERVICE DESIGN, WHAT IS IT?!
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SERVICE DESIGN ACCORDING TO SERVICE DOMINANT LOGIC =DESIGNING ECO-SYSTEMS OF CONNECTED PRODUCTS, SERVICES, COMMUNICATIONS AND ENVIRONMENTS, WITH PEOPLE AND FOR PEOPLE, THAT ENABLE THE CO-CREATION OF VALUE.
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TOOLS & METHODS
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1 MINDSET1 METHOD1 TOOL
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DESIGN THINKINGCONTEXT MAPPINGCUSTOMER JOURNEY MAPPING
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DESIGN THINKING
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DESIGN THINKINGTHERE IS NO FIXED DESIGN THINKING PROCESS.
DESIGN THINKING IS ABOUT COGNITIVE FLEXIBILITY: THE ABILITY TO ADAPT THE PROCESS TO THE ISSUE.
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CONTEXT MAPPING Questioning everything!
Mapping the Stakeholders/ the Value Network
Looking into insights into user’s lives, to get a grip on their furure behavior
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MAPPING JOBS & OUTCOMES
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BUILDING A MIRROR
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TRULY UNDERSTAND WHAT YOU ARE OFFERING... TOUCHPOINT BY TOUCHPOINT
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DISCOVERING NEW OPPORTUNITIES
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CUSTOMER JOURNEY MAPPINGWILL HELP YOU DEVELOP A STRONG EMPATHIC ABILITY WITHIN YOUR ORGANIZATION
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WHY IS ALL THIS IMPORTANT?
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TO BUILD STRONGER AND MORE SUSTAINABLE RELATIONSHIPSWITH YOUR CUSTOMER
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TO STAY AHEAD OF THE COMPETITION
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TO CLOSE THE ‘TRUST GAP’ THAT HAS GROWN TOO WIDE
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A GOOD RELATIONSHIP STARTS WITH TRUST
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“Companies will become more transparent as a necessity – customers now see that as an essential part of the trust equation.”
Guy Laurence, CEO of Vodafone UK
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AND A RELATIONSHIP BASED ON TRUST STARTS WITH INTENTIONS
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WHAT ARE THE INTENTIONS OF YOUR ORGANIZATION?
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WHAT ARE THE INTENTIONS OF YOUR ORGANIZATION?... DO YOU KNOW?
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NOW WHAT DO YOU DO?
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START SMALL
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GIVE YOURSELF TIME TO LEARN
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YOU NEED TO KNOW WHAT YOUR CUSTOMER IS TRYING TO DO
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THEN HELP THEM DO IT
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OR DEVELOP TOOLS TO EMPOWER THEM
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DEVELOP THEM TOGETHER
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STOP SENDING,START INTERACTING
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FACILITATE CONVERSATIONS
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OPEN THE DOORS
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LOOK FOR NEW COLLABORATIONS
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INSIDE AND OUTSIDE OF YOUR COMPANY
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EXPERIMENT
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DON’T BE AFRAID TO FAIL,THAT’S THE ONLY WAY WE CAN LEARN ANYTHING NEW
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PRACTICE WHAT YOU PREACH SO YOU CAN PREACH WHAT YOU PRACTICE
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AND SLOWLY START BUILDING A CULTURE OF TRUST
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TO CO-CREATE REAL VALUE WITH ALL STAKEHOLDERS
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THAT’S ALL
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QUESTIONS?
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TRUSTArne van OosteromAEGON SEMINAR The Hague April 15th 2011
THE NEXT BIG THING
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Arne van Oosterom
Twitter @DesignThinkersEmail [email protected]
www.designthinkers.nlwww.designthinkingnetwork.com
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