This is the presentation Olga and Manuel gave during a 4-hour course at Gründerszene. The course gave an introduction into the topic service design. During interactive sessions 3 important service design tools were explored: Personas, User Journeys and the Service Blueprint.
The slides are mostly in German.
Gründerszene is the largest online-magazine for startups in Germany and also offers educational courses around important startup topics.
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Service Design - Dienstleistungen erfolgreich gestalten und umsetzen (Gründerszeneseminar)
1. GRÜNDERSZENE - 2013
Service Design
Dienstleistungen
erfolgreich gestalten
und umsetzen
Olga Scupin &
Manuel Großmann,
Service Design Berlin
2. 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
4. Die Bedeutung von Dienstleistungen
69%
Dienstleistungen machen 69% der deutschen Wirtschaftsleistung aus
Quelle: Statistisches Bundesamt
5. 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
6. 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’
7. 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
8. 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’
9. How can service design help?
User needs
• User Research
• Peronas
Value proposition • User Journeys
• Prototyping
Business model
• Business Model Canvas
• Service Blueprint
12. 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
14. 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
19. “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
21. “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
22. “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
28. “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
32. “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
40. 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
46. 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
47. 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
48. Wie? Authentisch bleiben
• Klischees vermeiden
• keine Stock-Fotos verwenden
• vielschichtige Menschen abbilden
49. 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
52. “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
56. 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
57. Warum? Serviceinteraktion verbessern
• Emotionale Highlights und Lowlights
bestimmen
• Abläufe im Detail verstehen
• Interaktionen und Erfahrungen planen
58. Wie? Visuell beschreiben
• Kernszenarien definieren
• Situationen und Screens visuell festhalten
• Einen Tag oder eine Woche der NutzerInnen mit
dem Service beschreiben
66. “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
70. 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
71. 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
72. 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
80. 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