The Service Design Unicorn - Keynote by Remko Vermeulen during the Service Design Days, Barcelona 7th Oct 2016

1. Área
Company Name
1
THE
SERVICE
DESIGN
UNICORN
REMKO VERMEULEN
VP OF PRODUCT
TELEFONICA ALPHA

2. Área
Company Name
2

3. Área
Company Name
3
$1 BILLION

4. Área
Company Name
4

5. Área
Company Name
5

6. Área
Company Name
6

7. Área
Company Name
7

8. Área
Company Name
8

9. Área
Company Name
9

10. Área
Company Name
10

11. Área
Company Name
11

12. Área
Company Name
12

13. Área
Company Name
13
HUNTING THE UNICORN

14. Área
Company Name
14

15. Área
Company Name
15

16. Área
Company Name
16

17. Área
Company Name
17

18. Área
Company Name
18

19. Área
Company Name
19
?

20. Área
Company Name
20
WHAT WOULD BE
YOUR UNICORN?

21. Área
Company Name
21
WHAT WOULD BE
YOUR UNICORN?

22. Área
Company Name
22
WHAT WOULD BE
YOUR UNICORN?

23. Área
Company Name
23
WHAT WOULD BE
YOUR UNICORN?

24. Área
Company Name
24
?

25. Área
Company Name
25

26. Área
Company Name
26

27. Área
Company Name
27

28. Área
Company Name
28
WHICH WAY TO THE UNICORN?
A
B

29. Área
Company Name
29
A
B

30. Área
Company Name
30
A
B

31. Área
Company Name
31
A
B

32. Área
Company Name
32
A
B

33. Área
Company Name
33
A
B

34. Área
Company Name
34
A
B

35. Área
Company Name
35
A
B

36. Área
Company Name
36
A
B

37. Área
Company Name
37
A
B

38. Área
Company Name
38
?

39. Área
Company Name
39
HOW MANY TAKE EACH ROUTE?
20%
35%
25%
20%
A
B

40. Área
Company Name
40
WHICH ROUTE HAS LEAST LOSSES?
50%
10%
50%
70%
A
B

41. Área
Company Name
41
WHERE DO WE LOSE MOST?
5%
15%
A
B

42. Área
Company Name
42
AND WHAT IF THIS WOULD BE REALTIME?
5%
15%
A
B

43. Área
Company Name
43
?

44. Área
Company Name
44
LEAN

45. Área
Company Name
45
A
BTHE RIVER

46. Área
Company Name
46
A
B
THERIVER
95%
80%
70%
40%
25%
10%

47. Área
Company Name
47
THE
EXPERIMENT

48. Área
Company Name
48
THE
EXPERIMENT
UNDERSTAND & TEST
A1B1C1, A2B1C1, A2B2C1, A2B2C2, ETC.
A
B C

49. Área
Company Name
49
THE
EXPERIMENT
UNDERSTAND
& TEST
A, B, C
A/B/C

50. Área
Company Name
50
THE
EXPERIMENT
UNDERSTAND &
ITERATE

51. Área
Company Name
51
A
B
15% 30%5%
A B C

52. Área
Company Name
52

53. Área
Company Name
53

54. Área
Company Name
54
A
B
1. UNDERSTAND THE JOURNEY
2. WHAT IS YOUR UNICORN
3. EXPERIMENT & EXPERIMENT
THE RIVER

55. Área
Company Name
55

56. Área
Company Name
56
"They are very ugly brutes to look at.
They are not at all such as we
describe them when we relate that
they let themselves be captured by
virgins, but clean contrary to our
notions.”
Marco Polo

57. Área
Company Name
57