world trends in service design – institute of design warsaw 2011
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Stef
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World TrendsService DesignWarsaw, 14 December 2011
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Six developments shaping our world
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1. Emerging markets increase their global power
2. Clean-tech becomes a competitive advantage
3. Global banking seeks recovery through transformation
4. Governments enhance ties with the private sector
5. Rapid technology innovation creates a smart, mobile world
6. Demographic shifts transform the global workforce
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Just two generations ago life was very different.
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“Why can’t we
touch the TV?”
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“Technology is anything that didn’t exist before you were born.”
ALAN KAY
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The world is more complex and connected than ever before.
Change
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Change drivers
7Networks Choice Expectations
Access Alternatives Transparency
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Some newcomers
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Start-up services
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Start-ups – as inspiration
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Start-ups – as tools
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A world of opportunity.
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How do successful organisations embrace this?
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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
17“The successful companies will be customer-obsessed.”Forrester report, Competitive Strategy in the Age of the Customer
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Starting points
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Innovation Value creation Collaboration
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Five world trends as catalyst
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1. Useful
2. Free
3. Social
4. Local
5. Personal
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1. Useful
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Simplicity Care Help
e.g. Zappose.g. Paypal e.g. Tesco
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1. Useful – Help
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TESCO
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2. Free
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ConvenienceLock-in
Freemium Trial
e.g. Dropboxe.g. Gmail e.g. Monty Python
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2. Free – Freemium
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3. Social
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Feedback Connect Reputation
e.g. Patients like mee.g. Starbucks e.g. Twelpforce
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3. Social – Connect
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4. Local
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Deliver Adapt Empower
e.g. Ritz-Carltone.g. Fresh Vegetables e.g. NeighborGoods
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4. Local – Adapt
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THE RITZ-CARLTON HOTEL SAN FRANCISCO
Scenography workbooks
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5. Personal
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Open up Recommend Redesign
e.g. Amazone.g. Insurance boutique e.g. Bank experience
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5. Personal – bank experience
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Two more inspirations
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SUBSCIRPTION SERVICES POP-UP SERVICES
Cornish Grill Pop-up 3 Course Sunday Roast with James Knappett in Farringdon
LollihopMonthly taste box of healthy snacks, curated for your lifestyle
Birchbox$10 monthly beauty subscription
Coca Cola Pop-up Soda Bar in Selfridges for six weeks
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“Not everything that is desirable is feasible.”
“Not everything that is feasible is desirable.”
Thomas J. Sargent
