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Service Design:
Dienstleistungen
gestalten
I D Z - D e s i g n & Co m p a ny / 1 0 . S e p t e m b e r 2 0 1 3
Olga Scupin &
Manuel Großmann,
Service Design Berlin
Was euch heute erwartet
‣Warum ist Service Design wichtig?
‣Unterschiede zwischen Produkten &
Dienstleistungen
‣Die Service Design Herangehensweise
‣Nützliche Service Design Methoden
• Einführung ins Thema Service Design
• Vorstellung der ReferentInnen
• Weiterbildungsangebote
• Kunden & Arbeitgeber
Katrin
Doktorandin,
Universität
Potsdam
Wer wir sind
Manuel
Freiberuflicher
Service Designer
Olga
Freiberufliche
Beraterin
Martin
UX Designer,
Nokia
Was ist Service
Design & warum ist
es wichtig?
W I R T S C H A F T D E S I G NG E S E L L S C H A F T
Veränderung
Service Design ist eine Resultat von sozialen,
kulturellen und wirtschaftlichen Veränderungen
Unterschiede zwischen...
P R O D U K T S E R V I C E
• Vorproduziertes,
fertiges Objekt
• Wird vom Endkunden
abgeholt
• geplante Aktivitäten
• Entsteht erst während der
Nutzung durch die
Interaktion
Zum Beispiel
P L AT T E N L A D E N S P OT I F Y
• begrenzter Platz für Platten
• feste Öffnungszeiten
• ortsabhängig
• das Personal kennt die
Kundenwünsche
• nahezu unbegrenzter Speicherplatz
• immer erreichbar
• ortsunabhängig
• der Service speichert
Nutzerpräferenzen
Beispiele
*
Post
Banken
Gebäudereinigung
Pizzalieferservice
Kinderbetreuung
Öffentliche Verkehrsmittel
Hotels
Versicherungen
“[Everything] that you can’t drop on your foot,
ranging from hairdressing to websites.”
What ist ein Service?
— M AT T H E W B I S H O P
The Economist
* – in ‘Essential Economics: An A to Z Guide’, 2004
*
Dienstleistungen machen 69% der deutschen Wirtschaftsleistung aus
Die Bedeutung von Dienstleistungen
Quelle: Statistisches Bundesamt
69%
Was bedeutet das für
DesignerInnen?
Images: Daimler AG
Produktdesign: Ergebnis
Images: Daimler AG
Produktdesign: Designprozess
Der Designprozess konzentriert sich auf ein finales Produkt
Bildrechte: Daimler AG
Kennenlernen
Anmelden
Informieren
Finden
Öffnen
Starten
Fahren
Servicedesign: Ergebnis
Bezahlen
Process
Engineering
Project
Management
User
Research
Concept
Design
Business
Design
Service Design: Designprozess
Basierend auf einem Modell von Stefanie Di Russo
Service Design: Gestaltung von Systemen
Komplexe
Systeme
Systeme
Erlebnisse
Artefakte
Produkte,
Mode, Grafik
Interaktionsdesign
User Experience
Landschaftsplanung,
Architektur,
Service Design
Umwelt, Policy Design
Infrastrukturprojekte
Öffentlicher Sektor
Komplexität
hoch
niedrig
Die Service Design
Herangehensweise
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project
Image: Inter IKEA Systems B.V.
useful
Image: Thomas Hawk / Flickr
usable
desirable
Image: Maxene Huiyu / Flickr
Image: Deutsche Post DHL
effective
distinctive
Image: atmtx / Flickr
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project
iterative
user-centred
collaborative
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project
Die Arbeitsweise
und Methoden
Methoden & Werkzeuge: User Research
Foto: Linda Hanses
Methoden & Werkzeuge: Personas
Methoden & Werkzeuge: Sketch flows
Vivité / Thomas Manss & Company
Methoden & Werkzeuge: Storyboard
Service Blueprint: Brandon Schauer / Adaptive Path
Methoden & Werkzeuge: Service Blueprint
Business Model Canvas: Alexander Osterwalder & Yves Pigneur
Methoden & Werkzeuge: Business Model Canvas
Methoden & Werkzeuge: Elevator Pitch
For
TARGET
CUSTOMER
CUSTOMER
NEED
SERVICE
NAME
MARKET
CATEGORY
who
in
that
Unlike
the service
is a
ONE KEY
BENEFIT
COMPE-
TITION
LOCATION
(STREET)
.
.
UNIQUE
DIFFEREN-
TIATOR
a foodie & chef at home
has way too little time
Kochhaus supermarket
Eberswalder Str. & Hauptstraße
offers pre-compiled recipes
Kaisers, Perfetto or Proviant
offers all ingredients
in 1 single shop w/o need running thru the city
Methoden & Werkzeuge: Prototypen
Foto: Elias Barrasch
Kunden und
Auftraggeber
Berliner Designagenturen: Fjord
Fokus
Digitale Services &
mobile Dienste
Foto: Fjord
Berliner Designagenturen: IXDS
Foto: IXDS
Fokus
Schnittstellen zwischen
der digitalen und der
physischen Welt
Berliner Designagenturen: SI-Labs
Fokus
Mobilitätsdienste
Grafik: SI-Labs
Service Design in Konzernen: Beispiele
Volkswagen
Service Innovation
Team
Nokia
Here Maps
Deutsche Telekom
Creation Center
Weiterbildungs-
möglichkeiten
Netzwerke
Service Design Network
www.service-design-
network.org
Service Design Berlin
www.servicedesignberlin.de
Design Thinkers Group
www.designthinkers.nl/
Service
Design
Berlin
Veranstaltungen zu Service Design
Service Design Jam
• Workshop
• März 2014
• global
• planet.
globalservicejam.or
g/
SDN Konferenz
• Fachkonferenz
• Nov 2013
• Cardiff, UK
• conferences.
service-design-
network.org/sdnc13
Service Design Drinks
• Netzwerktreffen
• ca. alle 6 Wochen
• Berlin
• facebook.com/
servicedesignberlin
Literatur
Buch
Andy Polaine et al.:
‘Service Design:
From Insight to
Implementation’
Buch
Marc Stickdorn /
Jakob Schneider et al.:
‘This is Service
Design Thinking’
Magazin
Service Design
Network: ,Touchpoint‘
Service Experience Camp: Dieses Wochenende
Konferenz: Fachvorträge
Barcamp: Interaktive Workshops
150 internationale
TeilnehmerInnen
Design, Startup & öffentlicher
Sektor
www.serviceexperiencecamp.de
Fragen
bitte!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
Design & Company wird gefördert aus Mitteln des Förderprogramms „Qualifizierung Kulturwirtschaft – KuWiQ“. Das Programm ist eine Initiative der Berliner Kulturverwaltung zur
Unterstützung nichtfachlicher Fortbildungsangebote in den Kreativberufen. Es wird aus Mitteln des Europäischen Sozialfonds (ESF) gespeist und hat eine Laufzeit bis 2015. Ein Projekt des
IDZ in Kooperation mit DESIGNERDOCK, dem Rat für Formgebung und der PLEXGROUP.

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Service Design Drinks | Finance - What future do we wish for?
Service Design Drinks | Finance - What future do we wish for?Service Design Drinks | Finance - What future do we wish for?
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Future of Health Care | Service Design Drinks
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Building communities / Service Design Drinks
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Building communities / Service Design Drinks
 
Data & Services / Service Design Drinks
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LEGO Serious Play / Service Design Drinks Berlin
LEGO Serious Play / Service Design Drinks Berlin LEGO Serious Play / Service Design Drinks Berlin
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Circular Economy / Service Design Drinks
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User Research / Design Thinking Meetup in Warsaw
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Public Service Design / Service Design Drinks Berlin
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Gov Jam Berlin 2013 Dokumentation
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‘Servicise – thinking beyond products’ workshop @ NEXT 2013
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Service Blueprinting / Service Design Drinks Berlin
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Visual Thinking / Service Design Drinks Berlin
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Visual Thinking / Service Design Drinks Berlin
 
Storytelling in Service Design / Service Design Drinks Berlin
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Next Conference — Mapping Outstanding Service Experiences
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Service Design: Dienstleistungen gestalten / IDZ Design & Company