Service Design Stefan Moritz – Creative Lapland Seminar 2010
Something to phone home about.
Stefan Moritz – Creative Lapland Seminar 2010
Sorry that I can’t be here in person.
Designing the world’s most accessible video conference service
Ergonomidesign / skiptrip.se
Stefan Moritz – Creative Lapland Seminar 2010
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From the industrial to the networked age
At the core of the technological, social and cultural shift are people. The networked age is the mutual value era.
Stefan Moritz – Creative Lapland Seminar 2010
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VALUE FOR THE ENTERPRISE
? Experiences
Services
Brands
{N
E RK O W ET
GE DA
}
Products
Commodities
E AG L IA TR S U
}
ND {I
VALUE FOR CUSTOMERS
Stefan Moritz – Creative Lapland Seminar 2010
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“Service is everything that can’t fall on your feet.” THE ECONOMIST
Stefan Moritz – Creative Lapland Seminar 2010
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Illustration by Jeffery Callender & Peter Morville
INDUSTRIAL AGE
NETWORK AGE
METHODOLOGY
Produced
Performed
Journey
Material
Immaterial
System design
Tangible
Intangible
Sensualisation
No involvement
Client participation
Co-creation
Ownership
Experience
Service blueprint
Stefan Moritz – Creative Lapland Seminar 2010
Service Design methodology – How to design services and experiences in the network age
Service Experience
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Stefan Moritz – Creative Lapland Seminar 2010
You have to be there. It happens over time. You don’t own it but use it.
Service Design
innovate service experiences that result in more satisfied customers and more profitable enterprises.
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Stefan Moritz – Creative Lapland Seminar 2010
DEFINITION | Methodology to help improve or
Stefan Moritz – Creative Lapland Seminar 2010
You are a service designer. 10
Stefan Moritz – Creative Lapland Seminar 2010
So what is so special about service design? 11
MINDSET
APPROACH
METHODOLOGY
HOLISTIC
EMPATHY
PROTOTYPING
Stefan Moritz – Creative Lapland Seminar 2010
Service Design
Finding out and learning
Giving strategic direction
Developing concepts
Selecting the most relevant
Enabling understanding
Making it happen
Stefan Moritz – Creative Lapland Seminar 2010
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Stefan Moritz – Creative Lapland Seminar 2010
Why do we need (to get better at) service design?
8% of their customers agree.”
Source: Bain & Company
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Stefan Moritz – Creative Lapland Seminar 2010
“80% of companies believe they deliver outstanding value and a superior customer experience.
MINDSET
APPROACH
METHODOLOGY
HOLISTIC
EMPATHY
PROTOTYPING
Stefan Moritz – Creative Lapland Seminar 2010
Service Design
Culture
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Business Model Service Design Value
Authenticity Utility
Source: Paul Sims
Stefan Moritz – Creative Lapland Seminar 2010
Brand
18
Stefan Moritz – Creative Lapland Seminar 2010
“The only people that see the bigger picture of any company are their customers.”
Stefan Moritz – Creative Lapland Seminar 2010
I don’t buy shoes. 19
Delivering services Stefan Moritz – Creative Lapland Seminar 2010
Selling products 20
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Stefan Moritz – Creative Lapland Seminar 2010
The outcome: service, product, system, experience, offer,…
Stefan Moritz – Creative Lapland Seminar 2010
Small actions are better than big words 22
Stefan Moritz – Creative Lapland Seminar 2010
Reactions Interactions Transactions 23
New currencies.
TIME / KUDOS / FEEDBACK / POINTS /…
Stefan Moritz – Creative Lapland Seminar 2010
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MINDSET
APPROACH
METHODOLOGY
HOLISTIC
EMPATHY
PROTOTYPING
Stefan Moritz – Creative Lapland Seminar 2010
Service Design
Stefan Moritz – Creative Lapland Seminar 2010
Hospital designed 26
BETTER TREATMENT
Multi-media recall service
Music of choice during treatment
Online registration form
DVD-glasses during treatment
SMS reminder
Alternative medicine
Free parking
Children play area with Playstation
Bring your guests
General anesthesia
BETTER WAITING
BETTER DEPARTURE
Postcard service in the waiting area
Credit cards accepted (Germany!)
Fireplace & blankets
Cool bags and painkillers
Multimedia waiting room
Mouth refreshing room
Daily papers / Magazines / Wireless
Prophylaxis shop
Reading glass lending
Beach chairs on the roof terrace
Air-conditioning
Sun glasses lending
Baby changing, feeding and play room
Internal lab
Free Latte, juice, etc.
Vouchers
Fresh fruit
Extended warranty
Toothbrush set free
http://www.ku64.de
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Stefan Moritz – Creative Lapland Seminar 2010
BETTER PRPARATION
Stefan Moritz – Creative Lapland Seminar 2010
Listen. 28
Stefan Moritz – Creative Lapland Seminar 2010
Care. 29
Stefan Moritz – Creative Lapland Seminar 2010
Simplify. 30
Stefan Moritz – Creative Lapland Seminar 2010
Engage. 31
Stefan Moritz – Creative Lapland Seminar 2010
Leverage. 32
Stefan Moritz – Creative Lapland Seminar 2010
Nurture. 33
MINDSET
APPROACH
METHODOLOGY
HOLISTIC
EMPATHY
PROTOTYPING
Stefan Moritz – Creative Lapland Seminar 2010
Service Design
Service system
Service business
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Stefan Moritz – Creative Lapland Seminar 2010
Service touches
Stefan Moritz – Creative Lapland Seminar 2010
Implementation is harder than ideas. 36
Stefan Moritz – Creative Lapland Seminar 2010
Service Design methodology
Stefan Moritz – Creative Lapland Seminar 2010
Prototype. 38
Stefan Moritz – Creative Lapland Seminar 2010
http://servicedesigntools.org/ Stefan Moritz – Creative Lapland Seminar 2010
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Stefan Moritz – Creative Lapland Seminar 2010
Where to start?
Problem
Solve
Something to phone home about
Value Leverage assets
More value
More customers
New offer
Stefan Moritz – Creative Lapland Seminar 2010
Where to start?
Stefan Moritz – Creative Lapland Seminar 2010
A little service for you: http://drop.io/CLS
Stefan Moritz – Creative Lapland Seminar 2010
How to navigate? 44
Quick & dirty Journey Journal
Hot spot
20 ideas
Sticker voting
Tomorrows headlines
Back casting
Stefan Moritz – Creative Lapland Seminar 2010
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Albert Einstein
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Stefan Moritz – Creative Lapland Seminar 2010
“Imagination is more important then knowledge.”
http://drop.io/CLS http://stefan-moritz.com
Stefan Moritz – Creative Lapland Seminar 2010
Kiitos.