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GRÜNDERSZENE - 2013

Service Design
Dienstleistungen
erfolgreich gestalten
und umsetzen
Olga Scupin &
Manuel Großmann,
Service Design Berlin
Was euch heute erwartet
• Vorstellungsrunde
• Einführung ins Thema Service Design
‣ Warum ist Service Design wichtig?
‣ Die Service Design Herangehensweise
‣ Nützliche Service Design Methoden

• Einführung & Übung wichtiger Tools
‣ Personas
‣ User Journeys
‣ Service Blueprint
Was ist Service
Design & warum ist
es wichtig?
Die Bedeutung von Dienstleistungen

69%
Dienstleistungen machen 69% der deutschen Wirtschaftsleistung aus

Quelle: Statistisches Bundesamt
Warum?

RELEVANZ

Alle 20 Stunden wird in Berlin
ein Start-Up gegründet.
Die Internetwirtschaft hat in
Berlin einen höheren
Leistungsanteil als die
Bauindustrie.
— IBB Berlin 2013
Was?

DEFINIT ION

“ A 'start-up' is a company that is confused about
what its product is,
who its customers are,
how to make money.”

— QUORA
Top-rated answer for ‘Start-Up’
What?

DEFINITION

“ A 'startup' is a company that is confused about
what its product is,

Value proposition

who its customers are,
User needs
how to make money.”

— QUORA
Top-rated answer for ‘Start-Up’

Business Model
What?

DEFINITION

“ As soon as it figures out all 3 things, it ceases to
be a startup and then becomes a real business.”

— QUORA
Top-rated answer for ‘Start-Up’
How can service design help?

User needs

• User Research
• Peronas

Value proposition • User Journeys
• Prototyping
Business model

• Business Model Canvas
• Service Blueprint
Veränderung

GESELLSCHAFT

WIRTSCHAFT

DESIGN

Service Design ist ein Resultat von sozialen,
kulturellen und wirtschaftlichen Veränderungen
Unterschiede zwischen...

PRODUKT

• Vorproduziertes,

fertiges Objekt
• Wird vom Endkunden
abgeholt

SERVICE

• geplante Aktivitäten
• Entsteht erst während der
Nutzung durch die
Interaktion
Zum Beispiel

PLATTENLADEN

• begrenzter Platz für Platten
• feste Öffnungszeiten
• ortsabhängig
• das Personal kennt die
Kundenwünsche

SPOTIFY

• nahezu unbegrenzter Speicherplatz
• immer erreichbar
• ortsunabhängig
• der Service speichert
Nutzerpräferenzen
Beispiele

Post

Kinderbetreuung
Banken

Hotels
*

Gebäudereinigung
Pizzalieferservice

Versicherungen

Öffentliche Verkehrsmittel
Was ist ein Service?

“[Everything] that you can’t drop on your foot,
ranging from hairdressing to websites.”
*

— MATTHEW BISHOP
The Economist

* – in ‘Essential Economics: An A to Z Guide’, 2004
Was bedeutet das für
GründerInnen?
Physische Produkte: Objekt

Images: Daimler AG
Dienstleistungen: System

Bezahlen

Starten

Kennenlernen

Öffnen
Fahren

Informieren
Finden
Bildrechte: Daimler AG

Anmelden
Service Design: Designprozess

Business
Design
Project
Management
Process
Engineering

User
Research
Concept
Design
“I consider Service Design to define how our
product really works. It‘s not just about [...]
features. 
It‘s about integration of features and behaviour
of those within a higher context [...].”

— MARTIN GUETHER
Spacedeck
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
useful

Image: Inter IKEA Systems B.V.
usable

Image: Thomas Hawk / Flickr
desirable

Image: Maxene Huiyu / Flickr
effective

Image: Deutsche Post DHL
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
Tools und Methoden
User Research

Foto: Linda Hanses
Personas
Sketch flows
User Journey
Service Blueprint

Service Blueprint: Brandon Schauer / Adaptive Path
Business Model Canvas

Business Model Canvas: Alexander Osterwalder & Yves Pigneur
Elevator Pitch

For

a foodie & chef at home

TARGET
CUSTOMER

who has way too little time
SERVICE
NAME

Kochhaus

is a

CUSTOMER
NEED

supermarket

in Eberswalder Str. & Hauptstraße
that offers pre-compiled recipes

MARKET
CATEGORY
LOCATION
(STREET)

.

Unlike Kaisers, Perfetto or Proviant
the service offers all ingredients
in 1 single shop w/o need running thru the city .

ONE KEY
BENEFIT
COMPETITION
UNIQUE
DIFFERENTIATOR
Prototypen
Prototypen

Foto: Elias Barrasch
Prototypen
Lean Startup
Agile Development
Service Design
Personas
Was? Archetypische NutzerInnen

• Ziele, Motivationen & Verhalten
• Beinhaltet ein Bild oder Foto, Zitate & eine

Kurzbiografie
• Alter, Geschlecht, Beruf, Hobbys, Vorlieben
• authentische Person, die nicht auf Klischees
aufbaut
Warum? NutzerInnen im Fokus behalten

• hilft nutzerzentriert zu gestalten
• fiktive/r NutzerIn zum Testen und Validieren von
Ideen
• Schafft ein gemeinsames Verständnis im Team,
für wen das Produkt/der Service entwickelt
wird
Wie? Authentisch bleiben

• Klischees vermeiden
• keine Stock-Fotos verwenden
• vielschichtige Menschen abbilden
Beispiel

„I rely on the radio
to keep me in the loop“
Paul is an account executive from Leeds who commutes two-hours
by car to work in Manchester.
He likes listening to news on the radio, but does not actively seek it
out or make any real effort.
He uses the mobile internet a lot on his Android, both while at work
and out and about. But mostly it’s for News and Sport. He reads the
Financial Times, the Sun, Metro and the Evening Standard.

PAUL, 39

End Goals, Motivations, Needs

Attitudes towards technology
Complex / Overwhelming

LOW

HIGH

Entertainment

LOW

HIGH

Social Goals
Family Bonding

Enabling

Background Info

Lifestyle

Exciting

Topic Discovery

Being part of the gang

Alienating

Deep Knowledge

Being in the know

Context

Identity

Curiosity of the unknown

Escapism

Identify the unknown

— Photo: Nokia (2013)

LOW

HIGH
Beispiel
Beispiel

— Photo: Service Design Berlin
“The people using our service are the biggest
source of inspiration for our service. In this case,
in-depth conversations, open ears, and
open minds are the most important tools.”

— MIKE LAVIGNE
Clue
Übung
Erstellt eine Persona für euer Start-up
Übung
Findet Klischees und Inkonsistenzen in den
Personas eurer Partnerin oder eures Partners
User Journeys
Was? Nutzungsverhalten beschreiben

• Die Nutzung des Services über einen Zeitraum

hinweg beschreiben
• Die Interaktion mit dem Service aus Nutzersicht
betrachten
• In die Rolle der KundInnen schlüpfen
Warum? Serviceinteraktion verbessern

• Emotionale Highlights und Lowlights

bestimmen
• Abläufe im Detail verstehen
• Interaktionen und Erfahrungen planen
Wie? Visuell beschreiben

• Kernszenarien definieren
• Situationen und Screens visuell festhalten
• Einen Tag oder eine Woche der NutzerInnen mit
dem Service beschreiben
BEISPIEL ALS STORYBOARD
BEISPIEL ALS STORYBOARD

— Photo: Team „Silver Rangers“ at the Global Sustainability Jam
BEISPIEL ALS FOTOSTORY
BEISPIEL ALS ZYKLUS
BEISPIEL ALS SCREENFLOW
BEISPIEL
User Journey

Vivité / Thomas Manss & Company
“Definitely pen and lots of paper - and talking
to people. Thinking of the service in terms
of a journey that a real life human will go
through, etc. We aren't really formal, we just
grab bits and pieces as we go and use the ones
that work for us.”

— CONOR
Somewhere HQ
Übung
Skizziert eine User Journey der definierten
Persona für euren Service
Übung
Findet Schwachstellen und unrealistische
Annahmen in den User Journeys eurer
Partnerin oder eures Partners
Service Blueprint
Was? Komplexe Systeme abbilden

• visuelle Darstellung eines komplexen
Zusammenspiels einzelner Elemente

•Das ,Frontstage‘ Kundenerlebnis mit

dem ,Backstage‘ Geschäftsprozess in
Einklang bringen und planen

•Fokus auf NutzerInnen und Businessziele in
einem Tool
Was?

SCHWERPUNKTE

Frontstage
(seen by customer)

user / customer journey phase by phase, step by step

channels / touchpoints channel by channel,
touchpoint by touchpoint

LINE OF VISIBILITY

Backstage
(not seen by
customer but
necessary
to performance)
Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project

backstage processes stakeholder by stakeholder,
action by action
Warum?
Verstehen, wie verschiedene Bestandteile
eines Services zusammen funktionieren
Neue Möglichkeiten (Business
Opportunities) sichtbar machen
Parallele Arbeitsabläufe koordinieren und
optimieren
Einheitliches Verständnis schaffen und
Barrieren zwischen Business-Units
beseitigen
Wann?

Einen bestehenden Service analysieren
Einen neuen Service kreieren
BEISPIEL VON ANDY POLAINE ET AL.
BEISPIEL VON SRISHTI RAO
BEISPIEL AUS EINEM WORKSHOP
Übung
Anhand eines Service-Beispiels erstellen wir
gemeinsam eine Service Blueprint
Take-aways
Fragen
bitte!
servicedesignberlin.de
@OScupin & @manuel_berlin
fb.com/servicedesignberlin
Learnings

Service Design hat eine hohe Relevanz
besonders für Start-Ups
Start-Ups können Service Design Tools in ihren
Arbeitsalltag integrieren
Start-Ups sollten pragmatisch mit den
Werkzeugen und Methoden umgehen um die für
sie zum jeweiligen Zeitpunkt relevanten gezielt
anzuwenden.
Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project

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