service design introduction – designship – stefan moritz

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DESIGN BEYONDPRODUCTS

Stefan Moritz – Stockholm 2012

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WELCOME!

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TODAY

What is service?What is service design?How does it work in practice?

Preparations for Wednesday’s workshop

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http://www.passiveaggressivenotes.com/2007/07/29/this-is-why-your-server-is-cranky/

QUALITY GAP – PRODUCT & SERVICE DESIGN

https://secure.red-dot-store.de/out/pictures/4/slide_c.jpg

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CASE STUDY

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Country: USA / Client: Boeing CAS / Consultancy: EffectiveUI

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CASE STUDY

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Country: UK / Client: Southern Water / Consultancy: IDEO

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CASE STUDY

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5% 99%!85%?

Country: Sweden / Client: SEB / Consultancy: Transformator Design

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SIGNIFICANT PARADIGM SHIFT

To the networked society

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ExperiencesThings

SHIFT 01

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UsingOwning

SHIFT 02

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Outside inInside out

SHIFT 03

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Service Dominant Logic

ECONOMY TRANSFORMATION

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Product Culture Remainder

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Age of Manufacturing

Age of Distribution

Age of Information

Age ofThe Customer

Outside In: The Power of Putting Customers at the Center of Your Business (Amazon Publishing)

SOURCES OF DOMINANCE

Mass manufacturing boosts industrial powerhouses.

Global connections make distribution key.

Connected PCs benefit those who control information.

Empowered buyers demand a customer focus.

Ford, RCA, GE, Boeing, P&G, Sony

Walmart, Toyota, UPS, CSX

Microsoft, Google, Dell, Capital One

Southwest Airlines, Amazon, USAA, ...

1900–1960 1960–1990 1990–2010 2010–?

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Commodity Product Service Experience

Progression of Economic Value –Experience Economy (Pine & Gilmore, 1999)

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Valu

e fo

r the

org

anis

atio

n

Value for customers

Commodity

Product

Service

Experience

MUTUAL VALUETransformation?

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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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SERVICES ARE DIFFERENT

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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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1984

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1984

1991

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1984

20021991

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NOT

1984

20021991

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Service Design – Practical Access to an evolving field.Stefan Moritz, 2005

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You are a service designer. 15

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Why do we need(to get better at)service design?

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The check-in girlsMelody & Keeley Courtesy of “Come Fly With Me - BBC One”

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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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CUSTOMER OBSESSION

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“Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can’t save

you. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed. Those that master the customer data flow and improve frontline customer staff will have the edge.”

Forrester report, Competitive Strategy in the Age of the Customer

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CUSTOMER OBSESSION

16The successful companies will be customer-obsessed.

Forrester report, Competitive Strategy in the Age of the Customer

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MUTUAL VALUE

Satisfied Customers

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Profitable Enterprises

Lower riskof failure+ +

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MUTUAL VALUE

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Profitable Enterprises

Lower riskof failure+ +

UsefulUsable

Desirable

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MUTUAL VALUE

35

Lower riskof failure+ +

EfficientEffective

Sustainable

UsefulUsable

Desirable

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MUTUAL VALUE

35

+ +EfficientEffective

Sustainable

ValueValidation

Participation

UsefulUsable

Desirable

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So what is so special about service design?

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experienceprototyping

with humanempathy

beyond products & screens

Service Design

PROTOTYPING EMPATHY HOLISTIC

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HolisticThinking

Customer Empathy

ExperiencePrototyping

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IDEAS

INSIGHTS PROTOTYPES

What do we need to build to find out if it works?What could we

change to make it work better?

What did we learn?

1

2

3

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FROM OWNING TO USING

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FROM OWNING TO USING

$100M

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Service Design

EXPERIENCEPROTOTYPING

HUMANEMPATHY

HOLISTICTHINKING

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HOLISTICTHINKING

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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.36

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People buy a drilling machine –

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what they really need is

holes in the wall

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Selling products

Delivering services

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Small actions are better thanbig words

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New currencies

TIME / KUDOS / FEEDBACK / POINTS /…

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Anders Frostenson 2010

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Anders Frostenson 2010

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Erg

onom

ides

ign

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HUMAN EMPATHY

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The hospital story50

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PERSONA

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dipt

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of J

ason

Trav

is

http://www.flickr.com/photos/jasontravis/5296248879/sizes/l/in/set-72157603258446753/

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VIRGIN ATLANTIC UPPERCLASSThe extended customer journey

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CUSTOMER JOURNEY

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ONGROUND TRAVEL ONGROUND TR AVEL

PRE TRAVEL

HOME DESTINATION

ONGROUND TRAVEL

INFLIGHT EXPERIENCE

Transportation

Transportation

Transfer to airport Transfer to airport

Baggage pick-up

Baggage pick-up

Arrival at home aiport

Arrival airport

Self servicemachines

Check-in counters Check-in

counters

Brandedbaggage drop

Brandedbaggage drop

Branded Fast Track Security Check

Branded Fast Track Security CheckLounges/

Waiting area

Go to Gate

Go to Gate

Boarding/Signage

Take o!

Activities/Hotel/Meeting

Service

Boarding

Take o!

Service

Booking

Choice/ Decision

TransportationTransportation

Arrival destination Arrival

Lounges/Waiting area

Work/ Entertainment/Socializing/ Sleeping

Work/ Entertainment/Socializing/ Sleeping

ONGROUND TRAVEL

SIGNAGE/Orientation

SIGNAGE/Orientation

Anders Frostenson 2011

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CUSTOMER JOURNEY

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CONSIDERATION

SATISFACTION

EXPERIENCE

EVALUATION

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EXPERIENCE PROTOTYPING

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“You can fix it on the drafting board with an eraser, or on the construction site with a sledgehammer.”

Frank Lloyd Wright

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“It’s easier to act your way into a new way of thinking, than think your way into a new way of acting.”

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Richard Pascale

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Experience prototyping

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Experience prototyping

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SPECTRUM OF FIDELITY

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Car

nag

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ello

n U

niv

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Porta di Accesso a Roma Archeologica

DARC Research and Consulting | Domus Academy

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TOOLBOX+ MINDSET

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Anders Frostenson 2010

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Understanding Thinking Generating Filtering Sensualisation Realising

COLLABORATION ZONES

SERVICEDESIGN

»

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Understanding Finding out and learning

5 x Why?Inconvenience

AnalysisDraw the

Experience

Customer Portrait Shadowing

MysteryShopping

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Giving strategic directionThinking

SWOT ManifestoThinkTank

HotSpot

ValueMatrix

TangibleData

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Developing conceptsGenerating

UnfocusGroup SketchingRandomiser

20 IdeasOpen

SourceStorming

BodyStorming

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Selecting the most relevant

Filtering

CustomerWalkthrough

ValueMatrix

CriteriaRanking

StickerVoting

ExpertEvaluation

CardSorting /

Clustering

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Enabling understandingSensualisation

CustomerJourney Scenario

VisionMock-ups

TomorrowsHeadlines StoryboardMood

Film

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Making it happenRealising

ExperiencePrototype

ImprovTraining

GuideTools

BackCasting

ServiceBlueprint

BusinessModel

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STARTING POINTS

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Innovation Value creation Collaboration

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http://servicedesigntools.org/ http://servicedesignbooks.org/

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REFLECTION

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THANK YOU! 36

st_moritz stefan@plusMoritz.com

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3 groups

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Room for deathArt and handicrafts for palliative care

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ROOM FOR DEATH

A room when one is awaiting death is not like other rooms.

Can carefully designed milieus influence patients’ and relatives’ experiences of the final stages of life?

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Art and handicrafts for palliative care

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OUR BRIEF

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“What service concepts can we sketch out that will improve the final stage of life for terminally ill patients and their families?”

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DESIGN BEYONDPRODUCTS

Stefan Moritz – Stockholm 2012