1. The Marketing Summit I Break-out 1 14:00 15:00 Service Design: Defining holistic yet differentiating strategies in the battle for relevance Mieke Daniels, Head of UX Design, These Days Y&R

2. DEFINING HOLISTIC YET DIFFERENTIATING STRATEGIES THROUGH SERVICE DESIGN BATTLE FOR RELEVANCE MAY 14TH 3. USER EXPERIENCE DESIGN MARKETING DIGITAL AGENCY 4. The times they are a changin ENTER YOUR CHAPTER NUMBER 5. What we all too often get 6. relevance the condition of being relevant or connected with the matter at hand 7. BEING CONNECTED 8. the matter at hand improving user experiences is not only about getting people in the showroom to look at a car or out of the showroom after purchasing a car 9. A CUSTOMER PERSPECTIVE 10. A CUSTOMER PERSPECTIVE 11. Phase A DiscoveR Identify existing touchpoints, models, and KPIs 12. Phase A Explore Identify emotional states and touchpoints Identify pain points 13. Phase A MODEL 14. Phase A DEFINE Design new service touchpoints and data requirements 15. the matter at hand is people [period] 16. THE CHALLENGES AHEAD 17. insights versus numbers 18. goods are platforms or appliances [] best viewed as distribution mechanism for services [] 19. people are curating their feeds more and more companies that excel at bringing personalization together with service and reliability will have excellent retention because they make life simpler and better for their customers 20. expectations outpace brands imagination & investments the expectations are increasing all the time how can be provide experiences that are personalised and efficient? 21. Becomepartoftheir behaviour... MOBILEPAYMENTSDEVICES RFIDSmartphones,iWatch,Fuelband,... Automatedlocationtaggingon spend Automateddatacalculators checkingcostsofdriving. Lifestylespecificservicesthat conformtoyourroutines Safetospendservicesthat understandyourgoalsand habitsandarewhereyouneed it mobility and the digital invisible 22. whats our way in? where is the gap? where is the friction? 23. a new mandate 24. its the long ideas that set the whole tone of the day temperature, currents, depths its the long ideas that last (Branislav Peric, Senior Strategy Director, Blast Radius Paris) 25. The forgotten discipline ENTER YOUR CHAPTER NUMBER 26. HARMONY 27. user experience design or customer experience design or service design rather consider it to be service design thinking 28. WHAT MATTERS THE MOST Its a design framework We need to visualise formulate Choreograph watch & interpret behaviour to create solutions that fit the behaviour User-centred, co-creative, sequencing, evidencing, holistic 29. HOW WE DO IT 30. behaviour driven user-centered design 31. making it tangible visualisation & prototyping 32. participatory design 33. holistic design 34. micro design 35. A LITTLE MORE ON OUR FRAMEWORK ENTER YOUR CHAPTER NUMBER 36. During our projects We focus first and foremost on the end result, being the customer experience. The customer experiences defines and measures the overall satisfaction a customer has when using a product or system. A high level of satisfaction occurs when customers find the product useful, appealing and usable defining an engaging experience. Customer Experience Design tries to optimize the touch points around how people can, want or need to interact, rather than forcing them to change their behaviors to accommodate to a product or system. We deploy service design thinking techniques in this process to define relevant experiences 37. advertising app e-mail newsletter customer slide deck video e-toolkit website facebook* slide deck app - i (internal awareness) training a sales call demo sample clinical study press release advertisment event give-away in-service app CATH lab poster tender spec sheet product brochure HF risk calculator patient vlog booth patient blog* twitter* TouchPoints We identify the manners of interacting with Ingenio, during different phases of experiencing the product. touch point Namahn Exploring new ways of product mediation for Boston Scientific 2011, contact bv@namahn.com * could also be labelled social media, attract inform buy implant (use) patient follow- up retain Great idea! Lets focus on this one! Has potential, need to investigate how and what to improve Lets not focus on this one for now. INSPIRE gaining insights in the customer, the business/marketing context the digital ecosystem (e.g. analytics,), the competition to define the best digital path forward 38. EXPLORE investigating the potential solutions and validating them against the parameters (and KPIs) that have been defined for a specific project context 39. DEFINE creating the experience and detailing it 40. ASSESS & EVALUATE reviewing & evaluating the solutions ; continuously improving the solution 41. OVERALL PROCESS & ACTIVITIES 42. OUR FAVORITE TECHNIQUES We love to collaborate and work together. Internally, or with the customer stakeholders to achieve a fast result, in line with all expectations. We love whiteboards for sketching enabling us to visualize ideas early on in the process. Diagrams and flows bring to life the users flow. We love the concrete representation of ideas. 43. A MODULAR FRAMEWORK FOR THE PETITE For the smaller projects, we make a selection of techniques we wish to apply that fits the customers request and the scope of the project. For a small website project (with a complete briefing available), we perform a small study and move relatively quickly to wireframes and a structural model of the website. We annotate the wireframe and are available during the development process for additional support. 44. A modular framework For the big ones (1) If the strategy of the digital presence is questioned, we set-up a close collaboration with the strategic planning team and create a service blueprint that encompasses the strategy and concept for the new digital presence... For this type of projects, we prefer an interactive and highly iterative approach: workshops with a broad stakeholder representation to come to a mutual understanding and agreement of the future concept. 45. A modular framework For the big ones (2) For larger projects (when the strategy has been defined), it is also necessary to use an iterative and interactive approach that is closely monitored by the project manager. Tasks are more diverse in this case, and involve multiple parties, so the delivery stages within the project become more distinct and dedicated to intermediate deliverables that need a formal sign-off Again, we make a considerate selection of techniques that we use during the various project delivery stages. 46. TECHNIQUES EXEMPLIFIED ENTER YOUR CHAPTER NUMBER 47. OVERVIEW Design in a day Digital Strategy: defining the ground rules Digital Strategy: mental modelling Shopper path design 48. participatory design visualisation & prototyping user-centered design Example Design in a day (almost) 49. INSIGHT As an entertainment partner, we bring rich content to our customers However, with our growing offer, we also need to help our customers to cross newly introduced barriers choice overload little guidance SOLUTION instant discovery in-depth exploration 50. Persona1- John, acabdriverDuetohisirregular workinghours, Josisnot alinear viewer. Helikes tosit down&enjoywwhatever meetshispreferences... Johncomeshomeearlyintheevening... Hesitsdowninhisfavoritechair.HetakeshisiPad bythehandtostart lookingfor somethingto watch... OnhisTelenetDiscoveryapp,heseesanumber of recommendations,basedonhispreferences... HeswipeshisselectiontowardstheTV.Themovie imediatelystartsplaying... Johnreceivesanewsletter inhisinbox. Thecontent ispersonalised,basedonhis preferences.He'sasports&serieslover! Hereadstheintroonthesoontobeexpectedfourth seasonof gameof thrones.Heclicksthrough... Hereadsthroughthelongcontent andisamazedto seethereisalongsynopsisavailableof the previousseasons.Hemarksthisasfavouriteand soontoreadcontent. Hisattentioniscaught byatoptenof remarkable goalsthisseason(Sporting). Heclicksthroughandenjoysthebrief momentsof amazement (video). Persona2- Daisy, youngmamaof threekidsenjoysher eveningprogrammes... Shetriestoorganise her tasksandthekid'sroutinetoensureshedoesn't missa"Girls" moment. Whilereadingher friend'supdatesonFacebook, Daisynoticesapost about moviefor kidsduring springbreak... Sheclicksthroughandreadsthefullarticleon thesefunmoments&crazymoviesfor her family. Shemarkstheseasher favorite,soit'llbeeasyto recallwhat toseewhenarainyafternoon'llpresent itself thisweek It'sthat dayof themonthDaisyfoundher Telenet invoiceinher mailboxtoday... Ontheinvoice,shenoticesamessageabout a Telenet Plopsaevent duringEaster break. Shequicklyconsultsthepage(Snap!) andregisters tothisevent. Shesharesher funwithfriendsonFacebook. Onerainyafternoon,shechecksher digicorder's favorite.Together withthekids,theyquickly decideonwhat towatch. Persona3- Youngprofessional Ferreiskeenonexploringandlearningabout thelatest andthe newest. He'sour futurecontent consumer, expectingimmediateactionandvisionaryexperiences. Ferreissurprised!Telenet tweetsabout theFuture of TVandasksitsfollowerswhat theythinktobe next. Hefollowsthelinksandenter theSnapTest Labfor FutureTV. Heregisterssohecanparticipateinthediscussion, reviewproduct previews andrateproduct ideas... 9Liveshasafeaturedcontent articleontheten HeclicksthroughandreadsthefullarticleonSnap. Heseesalist of"HandyApps"forsmartphonesby HewatchesaTriingvideo. HeoptsintheTelenet newsletter tostayinformed ontheTelenet experiencesingeneral. DISCOVER ACT DISCOVER INSPIRE ATTRACT DISCOVER ACT ATTRACT DISCOVER ATTRACT DISCOVER ACT ATTRACT DISCOVER ACT 51. Example Digital strategy (1) participatory design visualisation & prototyping user-centered design holistic approach 52. INSIGHT As an HR-service provider, weve not kept up with our customers pace and expectations. Information, products and service have organically grown from within the organisation Although customer interaction is key to our day-to-day working, there is little insight in how to better atune our offer to their needs. In our silo-d organisation, there is little ownership of digital services. SOLUTION ground rules for digital entities a manageable growth-model governance & fulfilment model 53. de# ondernemer primaire'rollen Zaakvoerder Financieel:'CFO'/'Aankoper'/'Medewerker HR'services:'HR'professional'/'Jurist'/'Medewerker ICT:'CTO'/'Medewerker secundaire#rollen Medewerker Bestuurslid de# ondernemer primaire'rollen Boekhouder'/'Medewerker' ter3aire#rollen Journalist Werkzoekende Controle8arts 54. TECHNOLOGY REQUIREMENTS GOVERNANCE & PROCESSES CONTENT STRATEGYUSER EXPERIENCE STRATEGY (IA) A single entrance A single entrance A single entranceA single entrance . Human, with a digital wink Complexity at ease Complexity at ease Embrace content richness Embrace content richness Embrace content richness Accessible & comprehensible Accessible & comprehensible Accessible & comprehensible Professional familiarity Professional familiarity A personal approach A personal approach Starting the conversation Starting the conversation Predictable trust Digital dynamics Digital dynamics Information scent Information scent 55. Example Digital strategy (2) participatory design visualisation & prototyping user-centered design holistic approach 56. INSIGHT As a finance products & service provider, were (still) recovering from the financial crisis. As our products are becoming commodities and product differentiation becomes harder, it is imperative that we strengthen ourselves for the years to come SOLUTION a checklist for digital projects a mental model for future banking services 57. TARGET MODEL 58. visualisation & prototyping user-centered design EXAMPLE SHOPPER MARKETING 59. INSIGHT As an entertainment partner, we focused so hard on our digital presence the last years that we need to verify if your retail presence is still in tune. With several products renewals in the market, how do customer experience this offer in retail How can we maximize the interactivity and understanding of our portfolio? SOLUTION experience zoning in shops targeted messaging 60. BUDGET LENET RETAIL PILOT OVERVIEW ATWILLTHISPILOTDO pilot project isdesignedtotest newstoreformatsanddesignconceptsquickly edaroundanagreedformat strategy,andaunifyingexperiencestrategyand on. EXPECTEDOUTCOMES RETAILSPACEISNOTHELPINGCUSTOMERSDISCOVER&UNDERSTAND YOUROFFERINGSNORHELPTHEMMAKEPURCHASEDECISIONS. EPROBLEM WEARESOLVING CONSEQUENTLY, CUSTOMERSEITHERBOOMERANGORQUEUETO SPEAKTOSALESSTAFF. MAKERETAILWORKHARDERBYHELPINGCUSTOMERSTODISCOVER, TRIAL&EXPERIENCEPRODUCTSANDMAKEDECISIONSBEFORETALKING TOASALESSTAFF. COREOBJECTIVE Presentationof learnings +Rollout plan Definethedesignvisionand conceptswhichbringthe experiencestrategytolife. Pilot,test and measurethenew storeapproach ASES Definethe vision,ideal customerjourneysand desiredexperience. Definesthecost of different design approaches. Locationchoice& analysisof space&related requirements usgroupresearchto derstandcustomer ivations,needs,and eriencewithTNand otherstores. TEST&MEASURE PERSONAS& ERIENCEMAPPING EXPERIENCE STRATEGY DESIGNCONCEPTING COSTANALYSYSLOCATIONSELECTION BUILDPREP Physical construction &installation Sourcingof material, blueprinting, technical design PHASE4:DESIGN PHASE5:BUILD useaservicedesignapproachthat bringsourunderstandingof customersand rneedstogetherwithleadingbrandandretail design. Increasemarket differentiationbyshowcasingyourIntegratedoffering Increaseinsalesof accessories&tablets Increaseinterest inandsalesof thebroaderTelenet offering Increaseincustomerengagement andsatisfaction 1 2 3 4 PHASE3:STRATEGYASE2:INSIGHTS PILOTRUN REPORT 61. You need to offer clever substance 62. QUESTIONS? 63. THANKS FOR YOUR ATTENTION These Days Y&R Generaal Lemanstraat 47 box 2, 2018 Antwerp (Belgium) - T +32 (0)3 286 44 50 - F +32 (0)3 286 44 51 welcome@thesedaysyr.com www.thesedaysyr.com 64. REFERENCES http://campaigndock.com/nl/wat-hebben-marketing-automation-en- service-design-gemeen/ http://www.blastradius.com/pilot/article/issue-two/marketing-as- service-design/ http://blogs.forrester.com/kerry_bodine/13-10-04- how_does_service_design_relate_to_cx_and_ux http://blogs.forrester.com/kerry_bodine/13-10-04- how_does_service_design_relate_to_cx_and_ux