3. TODAY
What is service?
What is service design? 3
How does it work in practice?
Preparations for Wednesday’s workshop
Stefan Moritz – SVID, Stockholm 2012
5. QUALITY GAP – PRODUCT & SERVICE DESIGN
Stefan Moritz – SVID, Stockholm 2012
https://secure.red-dot-store.de/out/pictures/4/slide_c.jpg http://www.passiveaggressivenotes.com/2007/07/29/this-is-why-your-server-is-cranky/
6. 32
Stefan Moritz – SVID, Stockholm 2012
Country: USA / Client: Boeing CAS / Consultancy: EffectiveUI CASE STUDY
7. 32
Stefan Moritz – SVID, Stockholm 2012
Country: UK / Client: Southern Water / Consultancy: IDEO CASE STUDY
8. 32
85%? 5% 99%!
Stefan Moritz – SVID, Stockholm 2012
Country: Sweden / Client: SEB / Consultancy: Transformator Design CASE STUDY
10. SHIFT 01
Things
Experiences
5
Stefan Moritz – SVID, Stockholm 2012
11. SHIFT 02
Owning
Using
6
Stefan Moritz – SVID, Stockholm 2012
12. SHIFT 03
Inside out
Outside in
7
Stefan Moritz – SVID, Stockholm 2012
13. ECONOMY TRANSFORMATION
Service Dominant Logic 8
Product Culture Remainder
Stefan Moritz – SVID, Stockholm 2012
14. SOURCES OF DOMINANCE
Age of Age of Age of Age of
Manufacturing Distribution Information The Customer
1900–1960 1960–1990 1990–2010 2010–?
Mass manufacturing Global connections Connected PCs benefit Empowered buyers
boosts industrial make distribution key. those who control demand a customer
powerhouses. information. focus.
Stefan Moritz – SVID, Stockholm 2012
Ford, RCA, GE, Boeing, Walmart, Toyota, UPS, Microsoft, Google, Southwest Airlines,
P&G, Sony CSX Dell, Capital One Amazon, USAA, ...
Outside In: The Power of Putting Customers at
the Center of Your Business (Amazon Publishing)
15. Commodity Product Service Experience
Stefan Moritz – SVID, Stockholm 2012
Progression of Economic Value –
Experience Economy (Pine & Gilmore, 1999)
16. MUTUAL VALUE
Transformation?
Value for the organisation
Experience
Service
Stefan Moritz – SVID, Stockholm 2012
Product
Commodity
Value for customers
17. 8
“Service is everything that
can’t fall on your feet.”
THE ECONOMIST
Stefan Moritz – SVID, Stockholm 2012
Illustration by
Jeffery Callender &
Peter Morville
18. SERVICES ARE DIFFERENT
You have to be there.
It happens over time. 25
You don’t own it but use it.
Stefan Moritz – SVID, Stockholm 2012
19. SERVICE DESIGN
DEFINITION | Methodology to help improve or
11
innovate service experiences that
result in more satisfied customers
AND more profitable enterprises
Stefan Moritz – SVID, Stockholm 2012
31. “80% of companies believe they
deliver outstanding value and a
superior customer experience.
20
8% of their customers agree.”
Stefan Moritz – SVID, Stockholm 2012
Source: Bain & Company
32. CUSTOMER OBSESSION
“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 16
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.”
Stefan Moritz – SVID, Stockholm 2012
Forrester report, Competitive Strategy in the Age of the Customer
33. CUSTOMER OBSESSION
The successful companies 16
will be customer-obsessed.
Stefan Moritz – SVID, Stockholm 2012
Forrester report, Competitive Strategy in the Age of the Customer
34. MUTUAL VALUE
35
Satisfied
Customers + Profitable
Enterprises + Lower risk
of failure
Stefan Moritz – SVID, Stockholm 2012
35. MUTUAL VALUE
35
Useful
Usable
Desirable
+ Profitable
Enterprises + Lower risk
of failure
Stefan Moritz – SVID, Stockholm 2012
36. MUTUAL VALUE
35
Useful Efficient
Usable
Desirable
+ Effective + Lower risk
of failure
Sustainable
Stefan Moritz – SVID, Stockholm 2012
37. MUTUAL VALUE
35
Useful Efficient Value
Usable
Desirable
+ Effective + Validation
Participation
Sustainable
Stefan Moritz – SVID, Stockholm 2012
38. So what is so special
about service design? 17
Stefan Moritz – SVID, Stockholm 2012
39. Service Design
PROTOTYPING EMPATHY HOLISTIC
experience with human beyond
prototyping empathy products & screens
Stefan Moritz – SVID, Stockholm 2012
40. Holistic
Thinking
Customer Experience
Empathy Prototyping
Stefan Moritz – SVID, Stockholm 2012
41. IDEAS 1 What do we need
to build to find
3 What could we out if it works?
change to make
it work better?
INSIGHTS PROTOTYPES
Stefan Moritz – SVID, Stockholm 2012
2 What did we learn?
42. FROM OWNING TO USING
Stefan Moritz – SVID, Stockholm 2012
68. CUSTOMER JOURNEY
ONGROUND TRAVEL
ONGROUND TR AVEL
Branded Fast Track
Security Check Lounges/
36 Lounges/
Branded Fast Track
Security Check
Branded Branded
baggage drop Waiting area Waiting area
baggage drop
Check-in Go to Go to
counters Gate Gate Check-in
counters
Self service Boarding/ Boarding
machines Signage
SIGNAGE/
Orientation
Take off Take off
SIGNAGE/
Orientation Arrival airport
Service Service
Arrival at home aiport
INFLIGHT EXPERIENCE Transportation
Work/ Entertainment/ Work/ Entertainment/
Stefan Moritz – SVID, Stockholm 2012
Socializing/ Sleeping Socializing/ Sleeping
Transportation
Activities/
Hotel/
Arrival Arrival destination Meeting
Booking
PRE TRAVEL Choice/
Decision Transfer to airport Transfer to airport
HOME Transportation Baggage
pick-up
Baggage
pick-up
Transportation DESTINATION
ONGROUND TRAVEL
Anders Frostenson 2011
69. CUSTOMER JOURNEY
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CONSIDERATION EXPERIENCE
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Stefan on McKinsey research with 20000 participants, 2009
Based Moritz – SVID, Stockholm 2012
5#67!#687&!#9:
SATISFACTION EVALUATION
&"'()*+,
73. EXPERIENCE
PROTOTYPING
Stefan Moritz – SVID, Stockholm 2012
74. “You can fix it on the
drafting board with an eraser, 60
or on the construction site
with a sledgehammer.”
Stefan Moritz – SVID, Stockholm 2012
Frank Lloyd Wright
75. “It’s easier to act your way
into a new way of thinking,
than think your way
61
into a new way of acting.”
Stefan Moritz – SVID, Stockholm 2012
Richard Pascale
85. COLLABORATION ZONES
SERVICE 30
DESIGN
Stefan Moritz – SVID, Stockholm 2012
Understanding Thinking Generating Filtering Sensualisation Realising
»
86. Understanding
Finding out and learning
92
Customer Mystery
Shadowing
Portrait Shopping
Stefan Moritz – SVID, Stockholm 2012
Draw the Inconvenience
5 x Why?
Experience Analysis
87. Thinking
Giving strategic direction
98
Hot Tangible Value
Spot Data Matrix
Stefan Moritz – SVID, Stockholm 2012
Think
SWOT Manifesto
Tank
88. Developing concepts
Generating
108
Open
Body
20 Ideas Source
Storming
Storming
Stefan Moritz – SVID, Stockholm 2012
Unfocus
Randomiser Sketching
Group
89. Selecting the most relevant
Filtering
109
Card
Sticker Expert
Sorting /
Voting Evaluation
Clustering
Stefan Moritz – SVID, Stockholm 2012
Customer Criteria Value
Walkthrough Ranking Matrix
90. Enabling understanding
Sensualisation
110
Tomorrows Mood
Storyboard
Headlines Film
Stefan Moritz – SVID, Stockholm 2012
Customer Vision
Scenario
Journey Mock-ups
91. Realising
Making it happen
111
Back Business Service
Casting Model Blueprint
Stefan Moritz – SVID, Stockholm 2012
Experience Guide Improv
Prototype Tools Training
92. STARTING POINTS
18
Innovation Value creation Collaboration
Stefan Moritz – SVID, Stockholm 2012
96. THANK YOU! 36
Stefan Moritz – SVID, Stockholm 2012
st_moritz stefan@plusMoritz.com
97. 3 groups
74
Stefan Moritz – SVID, Stockholm 2012
98. Room for death
Art and handicrafts for palliative care
75
Stefan Moritz – SVID, Stockholm 2012
99. ROOM FOR DEATH Art and handicrafts for palliative care
84
7
5
A room when one is awaiting death is not like other rooms.
Stefan Moritz – SVID, Stockholm 2012
Can carefully designed milieus influence patients’ and relatives’
experiences of the final stages of life?
100. OUR BRIEF
“What service concepts can we sketch out
that will improve the final stage of life 85
for terminally ill patients and their families?” 7
5
Stefan Moritz – SVID, Stockholm 2012
101. DESIGN BEYOND
PRODUCTS
Stefan Moritz – SVID, Stockholm 2012
Stefan Moritz – Stockholm 2012