Small steps, big impact by Geke van Dijk & Maria de Vos - STBY Service Design projects do not tend to magically transform the service offering and way of working of client organisations in one big push. It often involves a long trajectory of ‘small steps’, to in the end contribute to a ‘big leap’ or substantial transformation. In the project presented, and across projects, we have learned that one of the biggest values service design agencies can offer is to be committed to challenging long term transformation projects, and to support clients during their journeys of gradual change. For this we need to be as empathic with the organisation of the service provider as we are with the end users of the services.

2. Small steps, big impact
Geke van Dijk, Strategy Director
Marie de Vos, Design Researcher
..STBY...
Design Research for Service Innovation

3. Better services for train travellers
..STBY...

4. ..STBY...

5. What moves people on
the platform?
..STBY...

6. What are their key
preferences & motivations?
innoveren in
dienstverlening
..STBY...
service design in de praktijk

7. What are the biggest issues &
opportunities for improvement?
innoveren in
dienstverlening
..STBY...
service design in de praktijk

8. Observations on platform...
innoveren in
dienstverlening
..STBY...
service design in de praktijk

9. Interviews with travellers...
..STBY...

10. Diary notes by travellers
..STBY...

11. Posters to communicate
behavioural patterns

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..STBY...

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..STBY...

14. Stakeholder workshops to
discuss & prioritise
..STBY...

15. Focus on process of getting
in & out of train
..STBY...

16. Video Documentaries:
Show & Tell
..STBY...

17. Filmpje

18. Co-creation workshop with
travellers, designers and clients
..STBY...

19. Concepts developed
by Edenspiekermann
..STBY...

20. ..STBY...

21. Stakeholder workshops
to discuss & prioritise
innoveren in
dienstverlening
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22. Feedback on concepts
from expert perspective
..STBY...

23. Real time information on position
of train, composition and seats
22
..STBY...

24. Online panel & interviews
on actual use experiences
23
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25. App with real time info on
composition of train and seats
24
..STBY...

26. Online panel & interviews
on actual use experiences
25
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27. Win-Win Outcome for service
providers and travellers
26
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28. Key points on transformation
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29. ..STBY...

30. Stories from travellers as
shared reference point
..STBY...

31. Empathic to perspective
of train travellers
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32. ..STBY...

33. Iterative design process
with stakeholders
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34. Creatively connecting both
ends of the service spectrum
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35. Multi-disciplinary
teamwork
innoveren in
dienstverlening
service design in de praktijk

36. ..STBY...

37. Win-Win Outcome for service
providers and travellers
36
..STBY...

38. Rotterdam Design Prize
(www.designprijs.nl)
37
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39. Book with case studies
geke@stby.eu
marie@stby.eu
38
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40. Thank you & happy to dicuss!
Geke van Dijk | geke@stby.eu | @hellogeke
Marie de Vos | marie@stby.eu | @marielerenard
..STBY...
Design Research for Service Innovation