next conference — mapping outstanding service experiences
Post on 15-Sep-2014
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DESCRIPTION
What makes one service more remarkable than another? Which experiences make peoples return to a business or place? This hands-on workshop invited to compile, discuss and cluster well-designed services. Its goal was to collaboratively collect and explore outstanding service implementations and best-case examples. The workshop aimed at finding patterns and distinguishing different types of services. This workshops’ outcome will be refined, elaborated and used to build a comprehensive database of exceptional services, both physical and digital. The compiled service collection will surface and be shared on an interactive map.TRANSCRIPT
Mappingoutstandingserviceexperiences
N E X T S E R V I C E D E S I G N / O C T O B E R 8 , 2 0 1 2
Manuel Großmann &Martin Jordan,Service Design Berlin
MartinUser Experience,Nokia
KatrinResearchAssociate,WZB
Who are we?
OlgaBusiness &Media Studies
ManuelDesigner,Fjord
What are we doing?
service design meet-ups
Connecting
talks & conference workshops
Learning
design jams
Experiencing
Service DesignEssentials
“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project
Icons: Ugur Akdemir / The Noun Project
“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
Image: Inter IKEA Systems B.V.
useful
usable
Image: Thomas Hawk / Flickr
desirable
Image: Maxene Huiyu / Flickr
effective
Image: Deutsche Post DHL
distinctive
Image: atmtx / Flickr
“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project
touchpoints
Image: Thomas Manss & Company
value
Image: Nokia
“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
AaG R A P H I CD E S I G N 2D
P R O D U C TD E S I G N 3D
+Z-axis(spatial depth)
I N T E R A C T I O ND E S I G N 4D
+T-axis(temporal dimension)
Contact
S E R V I C ED E S I G N 5D
+ W-axis(multi-local simultaneity)
Snap
Dimensionsof design
Exploring Service Types
Service as acore product
vs
Service as anadditional offering
KochhausS E R V I C E A S C O R E P R O D U C T
S E R V I C E A S C O R E P R O D U C TKochhaus
The service (from a user’s perspective):I can conveniently prepare a meal(ingredients & recipe are provided)
Does it generate direct revenue?Yes
OstradS E R V I C E A S A D D I T I O N A L O F F E R I N G
Ostrad
The service (from a user’s perspective):I can leave my bike without hassle.
Does it generate direct revenue?No.
Does it improve the perception of the brand or the core product?Yes.
S E R V I C E A S A D D I T I O N A L O F F E R I N G
FleuropS E R V I C E A S C O R E P R O D U C T
Fleurop
The service (from a user’s perspective):I can send flowers to anyone, anywhere.(flowers & delivery on time)
Does it generate direct revenue?Yes.
S E R V I C E A S C O R E P R O D U C T
IKEA SmålandS E R V I C E A S A D D I T I O N A L O F F E R I N G
IKEA Småland
The service (from a user’s perspective):I get free childcare while shopping at IKEA.
Does it generate direct revenue?No.
Does it improve the perception of the brand or the core product?Yes.
S E R V I C E A S A D D I T I O N A L O F F E R I N G
Let’s getstarted
Our goalTo spot fantastic service experiences
Our approachTo create an open platform to showcase them/ to map them and let everyone enjoy them
But...We need to find them first
Task 1Collect service types
Persona driven memory
Think about great service experiences that you know of.
Use the persona as inspiration & memory trigger.
Which services (that already exist) would they enjoy?
recently retired man,age of 67
successful travelling sales woman,age of 42
student in love, age of 24
single father, age of 37
European travellerin Hong Kong, age of 31
Through the eyes of …
Work sheet Mapping outstanding service experiences
For recently retired man, age of 67
Monday
Morning
Noon
Tuesday Wednesday Thursday Friday SundaySaturday
Evening
Night
Task 2Describe services
Work sheet
How does it look?
What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
KochhausS E R V I C E A S C O R E P R O D U C T
What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
a foodie & chef at homehas way too little time
Kochhaus supermarketEberswalder Str. & Hauptstraße
offers pre-compiled recipesKaisers, Perfetto or Proviant
offers all ingredientsin 1 single shop w/o need running thru the city
×
OstradS E R V I C E A S A D D I T I O N A L O F F E R I N G
What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
urban shoppersride the city by bike
Ostrad bike storePrenzlauer Berg & around Winsstr.has bike racks all over the kiezother bike stores
of Ostrad assists mebeyond their own store & at other stores
×
Task 3Map the services
Rate your service
User benefit
Business value
Task 4Help others find your favorite service
Locate your services
Take-away
Is there auser benefit?
Does it generate direct revenue?
YES
Does it improve theperception of the brandor the core product?
NO
Service as acore product
Service as anadditional offering
YES
YES
NO
NO
Startagain
What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
What’snext?
Icon: Dmitry Baranovskiy / The Noun Project
www.ServiceMap.info
Let’s pushthis further!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
servicemap.info
@ServiceMap