Environments, things, sites, people – service design
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Florian Vollmer takes you on a journey of brand touchpoints. He discusses the dramatic shift from selling products to offering services, and how rethinking experiences from a user's perspective results in sound purchasing decisions and long-term brand loyalty. He combines practical examples and tools with insights about key innovations in the field of retail. In a time of ever-faster evolving innovations, Florian's objective is to show a pathway to creating memorable, relevant experiences.
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Environments, things, sites, people – service design
- 1. www.inforetail.com www.florianvollmer.com #irinc @florianvollmer
- 2. We help companies maximize worth in customer environments by developing strategies, then activating them using design and solution management
- 3. www.inforetail.com www.florianvollmer.com #irinc @florianvollmer Environments, Things, Sites, People Service Design
- 4. ? Design
- 7. 1. A Changing World
- 8. Flexible Formats Value Shopping Fragmentation Payment Systems Customization Digital Signage Content RFID/ NFC Localization QR Codes Self-Shopping Mobile Commerce Desire for Authenticity Multichannel Multi-sensorial Store Automation Tectonic Shifts in Retail
- 10. Amazon Air BnB Groupon Zifty Twitter Zipcar Delta Match.com Facebook Flickr Times.com Red Laser Net ix Youtube
- 12. Enabled by: The Web
- 13. Smart PC Laptop Netbook Phone
- 15. 2. Experience & Service
- 17. Elevator Traffic Analysis The anticipated elevator population shall be calculated based on the occupiable floor area of the building and a factor of 14 m2 (150 ft2) per person. It shall be assumed that 8 to 10 percent of the resulting population would not require elevator service during the peak periods. If the building design requires two or more elevator banks, the population calculation results shall be apportioned by functional layout of the building. These divisions shall then be assigned to the appropriate elevator banks. For this purpose an “elevator bank” is defined as a group of adjacent or opposite elevators that function under a common operational system. http://www.gsa.gov/portal/category/21052
- 19. Service: The Value of Experiences
- 20. 1980’s 1990’s 2000’s 100% service % GDP goods 0%
- 21. 3. A Journey
- 22. #1 #2
- 23. #3 #4
- 24. #5 #8 #6 #7
- 25. #11 #10 #9
- 26. #12
- 27. #13
- 28. #14 #15
- 29. >>>#17b #17a #16
- 30. #18
- 31. #19
- 32. #20
- 33. #21
- 34. #22 #23
- 35. #25 #24
- 36. #27 #26
- 37. #28
- 38. Brand Way nding Digital Interaction Info Graphics/ Print Human interaction Digital Signage Environmental cues
- 39. 5 Brand 8 Way nding 1 Digital Interaction 4 Info Graphics/ Print 3 Human interaction 2 Digital Signage 3 Environmental cues Smartphone?
- 40. mCommerce Customer Product Social Environment Sales eCommerce Presentation Traditional Media Engagement Ownership Media Experience Experience Arch: Touchpoints
- 41. mCommerce Customer Product Social Environment Sales eCommerce Presentation Traditional Media Engagement Ownership Media Experience Strategy Service Design Design Integrated Project Management Solution Management
- 42. "Service design is the planning of the interactions at brand touch points. A customer's journey includes interactions with environments, media, and products. The results are more effective and more enjoyable customer experiences"
- 43. 3 Key Concepts
- 44. Problem Solution 1. The design process
- 46. We are Ladies and Gentlemen, Serving Ladies and Gentlemen.
- 47. Back of House Front of House
- 49. User Consumer Qualitative Quantitative Design Marketing 3. Determine Real Needs
- 51. Touchpoints From Service to Touchpoint
- 52. 1. Customer Journey Map
- 56. Customer Journey Map 12 SEEDR & People of Resource The graphics from the video can be seen as a number of related actions. WIth each action emotions and considerations occur for the user. In this Customer Journey Map we have noted were some things potentially could go wrong in the process. 06.21.2011 | 2011 © Info Retail, Inc. All Rights Reserved. 06.21.2011 | 2011 © Info Retail, Inc. All Rights Reserved.
- 57. Pre-Service Service Post-Service
- 59. TOUCHPOINTS and F2F (HCM, HCT F2F (HCM, HCT and Map of location F2F (HCM, HCT and (HCM, HCT and F2F (HCM, HCT and F2F (HCM, HCT and (HCM, HCT and F2F (volunteer and (HCM, HCT F2F (volunteer and (HCM, HCT F2F (volunteer F2F (HCM, HCT, (volunteer F2F (HCM, HCT, (volunteer F2F (HCM, HCT, F2F volunteers) volunteers) volunteers) volunteers) volunteers) partners) volunteers) partners, newborns volunteers) partners) volunteers) partners, newborns volunteers) partners) volunteers) volu A touchpoint can de ne Healthcare Clinic Healthcare Clinic Healthcare Clinic Healthcare Clinic Healthcare Clinic Itinerary Healthcare Clinic and newborn’s family) Healthcare Clinic Itinerary Healthcare Clinic and newborn’s family) Healthcare Clinic Itinerary Healthcare Clinic Hea anything from personal, Registration forms face to face contact between two people, to virtual interaction with a Registration forms Instruction Room Registration forms PowerPoint Paper, Pens Touchpoints Instruction Room Registration forms PowerPoint Paper, Pens Cold Containers Instruction Room Cold Box PowerPoint Birth Dose Kits Paper, Pens Ice Packs Cold Containers Instruction Room Ice Packs PowerPoint Birth Dose Kits Paper, Pens Clip Board Pen House of newborns Cold Containers Itinerary Cold Box Cold Containers Birth Dose Kits Ice Packs Birth Dose Kits Cold Containers Ice Packs Remaining Birth Dose Birth Dose Kits Kits Board Clip Clip Board Pen Itinerary newborns House of Cold Containers Itinerary Ice Packs Cold Containers Remaining Birth Dose Ice Packs Kits Dose Kits Birth Cold Containers Cold Box Ice Packs Ice Packs Birth Dose Remaining Remaining Birth Dose Kits Kits Board Clip Itinerary Clip Board Cold Containers PenPacks Ice Completed Birth Dose Remaining Reports Kits Cold Cold Ice P Rem Kits website or physical trips Reports Clip Board Pen Reports Clip Board Immunization Tools Pen Clip Board Imm to a location. Water Canteen Pen Completed Reports Water Canteen Pen Completed Reports Pen Immunization Tools Reports Water CanteenTools Immunization Completed Reports Reports Water Canteen Completed Reports Water Canteen Immunization Tools Water Canteen Immunization Tools Water Canteen Immunization Tools Immunization Tools Immunization Tools VOLUNTEER ACTIONS (through the journey) Actors On-Stage for Arrival Procedure Arrival Procedure Pre-registration for Training for volunteers Arrival Procedure Staff shows volunteers Arrival Procedure Staff andfor volunteers Training volunteers Informal Staff shows volunteers Volunteers go door- Staff and volunteers Informal Registration ofdoor- Volunteers go Staff and volunteers Informal Volunteers hand over Registration of Staf ore volunteering before (taught by HCM and how to pack the new pack the cold and (taught by HCM communication new how to pack the to-door (following pack the cold communication volunteers upon arrival to-door (following store vials in cold box communication the reports upon the volunteers from arrival stor (Introduction between (Introduction between (Introduction between (Introduction between journey HCT) cold containers containers together HCT) between volunteer cold containers the itinerary + extra containers together between volunteer to know who+ extra the itinerary has come between volunteer to know who has come eld to the staff c has The volunteers, HCM and FRONT OFFICE HCT) mpaign Front Of ce Volunteers ll out represents the visible registration forms volunteers, HCM and HCT) Healthcare clinic has planned the campaign Volunteers ll out registration forms HCT) Actors Back-Stage volunteers, HCM and Volunteers ll out registration forms volunteers, HCM and Staff teaches HCT) volunteers what to do Volunteers ll out and not to do with the registration forms materials Hand out itineraries Volunteers split into teams team Staff teaches volunteers what to do and not to do with the materials houses) Hand out itineraries Immunization of Volunteers split into newborns with birth teams dose kits team back houses) Immunization of newborns with birth dose kits Staff and volunteers team store tools and cold containers in correct place back Staff checks that all the reports are there Staf stor cont plac contact with Jenny. Fill out report for each Fill out report for each newborn newborn Registration Registration Staff trained to know Registration Staff trained to know Registration Staff has prepared all trained to know Volunteers haveknow Staff trained to an Preparingprepared all Staff has the birth Volunteers have an Getting the physical Preparing the birth Staff and volunteers Volunteers have Getting the physical Staf Coordination Coordination the procedure (training Coordination how to pack the Coordination the materials (frozen procedure (training itinerary that the them how to pack tells dose kit to give to the the materials (frozen itinerary that tells them spacekit to give to the dose ready for trained to know what created the reports in space ready for train and (experience)) new cold containers ice packs, birth dose and (experience)) where to go new cold containers newborn birth dose ice packs, where to go volunteers newborn to do with the materials the eld (training) volunteers to d BACK OFFICE Prepare physical space ready for volunteers The Back Of ce represents what takesthe Preparation for polio campaign Prepare physical space ready for volunteers Preparation for the polio campaign Actors Back-Stage Prepare physical space Staff has created the ready for volunteers overall plan for the Preparation for the campaign polio campaign Prepare physical space (training and ready for volunteers (experience)) Preparation for the Staff knows the new polio campaign kits, cold containers) Staff has created the Staff has prepared an overall plan for the itinerary and team list campaign (training and (experience)) Staff knows the new kits, cold containers) Archiving the reports during the way Staff has prepared an itinerary and team list Ready to receive Archiving the reports informationway during the from volunteers (Especially how to re-store the vaccines in the cold box) Staff archives the Ready to receive reports information from volunteers Staff is trained to know (Esp re-s the c place behind the scenes, Staff has created an cold container enough Staff knows how an has created cold container enough Staff knows how how to archive the the invisible contact. to discuss use to discuss use itinerary approximately how itinerary approximately how reports (training) many vaccines are many vaccines are needed needed ning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Campaign Planning Cam m SUPPORT System Volunteer Volunteer System Volunteer System Volunteer System Volunteer System Volunteer System Volunteer Training System Volunteer System Training Training of HCM and Training ofSystem Volunteer HCM and Train PROCESSES The Support Processes represent the systems Training of HCM and HCT Volunteer Training HCT Support Processes Training of HCM and Volunteer Training Training of HCM and HCT Volunteer Training Volunteer Training Training of HCM and System HCT Import system of Volunteer Training Training of HCM and HCT Volunteer Training System Volunteer Training System Import system of System HCT Volunteer Training System HCT Volunteer Training System HCT Volu Syst that lie behind any of System System System materials (cold System System materials (cold these actions being able containers, vaccines, containers, vaccines, to take place. ice packs etc.) ice packs etc.)
- 60. Touchpoints Actors On-Stage Actors Back-Stage Support Processes
- 61. Your last parking experience?
- 64. 3. Service in Beta
- 65. Prototype Beta Measure Beta Measure 1.0
- 67. Pretty is easy.
- 68. ... is for all users and stakeholders Successful Design... ... has a positive emotional impact ... speaks to multiple senses
- 71. RFID, NFC,
- 73. RFID, NFC, QRCodes, mCommerce,
- 74. RFID, NFC, QRCodes, mCommerce, augmented reality,
- 75. RFID, NFC, QRCodes, mCommerce, augmented reality, location based services,
- 76. RFID, NFC, QRCodes, mCommerce, augmented reality, location based services, social media,
- 77. RFID, NFC, QRCodes, mCommerce, augmented reality, location based services, social media, 3d printing,
- 78. RFID, NFC, QRCodes, mCommerce, augmented reality, location based services, social media, 3d printing, ubicomp,
- 79. RFID, NFC, QRCodes, mCommerce, augmented reality, location based services, social media, 3d printing, ubicomp, m2m...
- 80. The Commonality?
- 82. Truly understand the user’s needs
- 83. Information Services Goods Lifespace
- 84. The next big, tectonic shifts – in retail? Service Innovation ... for the human? Integration of design for change management?
- 85. Questions? Defining Key Touchpoints Dimensions Concepts
- 86. www.inforetail.com www.florianvollmer.com #irinc @florianvollmer