Design Services. Create Experiences.!
www.servicedesign-linz.at
ServiceDesign Jam Linz 2015
Keynote #1
Alexander Wie󿿨off:!
...
Service Design and UX
Dr. Alexander Wiethoff - University of Munich (LMU)
You are what you use…
not what you own
!
Slogan From Live/Work
http://www.markabull.com/wp-content/uploads/2011/01/stage.jpg
Front Stage
http://blog.entrepreneurthearts.com/etablog/wp-content/uploads/2010/08/backstage.jpg
Back Stage
The introduction of emerging technologies
(sensors, smart-phones, internet of things)
makes Service Design highly relevant...
But is this really
something new…?
source: [3]
http://3.bp.blogspot.com/_Tjn2n1CMss0/TTsJZ_GCTII/AAAAAAAAFXI/QvUK4TfntBY/s400/telephone_operators_springfield_il_.jpg
Pho...
People, Places, Products...
source: [3]
Processes and Performance
source: [3]
http://hotline.ccsinsight.com/_images-article/imode-logo.jpg
!
!
Content Provider
!
!
!
Hardware Manufacturer
!
!
!
Network Provider
!
!
iMode Service CORE Stakeholders
!
!
Content Provider
!
!
!
Hardware Manufacturer
!
!
!
Network Provider
!
!
iMode Service CORE Stakeholders
Transport
Paym...
http://www.tropicalisland.de/CPT%20Cape%20Town%20International%20Airport%20South%20African%20Airways%20B747-400%20aircraft...
15 years ago
!
go to travel agent
!
!
!
receive tickets by mail
!
!
!
go to the check in desk
!
!
!
receive boarding pass
...
© Marc Stickdorn
Customer Journey
source: [3]
Customer Journey
Service Design in a Nutshell
One (over-) view form LiveIWork...
!
!
Service design focuses on multiple touch-points and
the users interactions with these touch-points over
time. These to...
ensures that all the touch-points work brilliantly...
source: http://www.livework.co.uk/
Service Design
ensures that the touch-points work together to
create wonderful experiences
source: http://www.livework.co.uk/
Service Des...
involves people that use and provide the service
source: http://www.livework.co.uk/
Service Design
tests a new service with users to make sure all works
source: http://www.livework.co.uk/
Service Design
ensures that all parts work together throughout
the customer journey. Often there are multiple
pathways and therefore proc...
What is a service?
!
!
• a chain of activities that form a process and have
value for the end user (customer journey)
!
• ...
!
!
!
!
!
1. Intangible
Although services are often populated with objects, the service itself is ephemeral,
customers can...
Service Design leads to:
source: http://www.livework.co.uk/
!
• environmentally friendly solutions. (Car sharing service)
• good business models: well designed and executed
services ...
Shelley Evenson
!
• teaches service and interaction
design at CMU, Pittsburgh
• Co-founder of seeSpace and chief
experienc...
Service design can involve
!
!
!
person2person interaction = check in desk
!
person2machine interaction = self check in ki...
Service as Design Triangle:
Service
Provider
People
(User)
Service
Medium
brand
relationship
design
meta
design
Service design addresses the functionality
and form of the service medium. The aim is to
ensure that service interfaces ar...
User Experience Design
http://semanticstudios.com
©Peter Morville
Service design is the design of intangible
experiences that reach people through many
different touch-points, and that hap...
Thank You!
!
…and see you tmr.
Design Services. Create Experiences.!
www.servicedesign-linz.at
Danke.
Facebook: fb.com/ServiceDesign.Linz!
Twi󿿷er: @sdjln...
ServiceDesign Jam Linz Keynote #1 von Alexander Wiethoff
ServiceDesign Jam Linz Keynote #1 von Alexander Wiethoff
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The introduction of emerging technologies (sensors, smart-phones, internet of things) makes Service Design highly relevant as it involves bridging the gap between technology and people.

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ServiceDesign Jam Linz Keynote #1 von Alexander Wiethoff

  1. 1. Design Services. Create Experiences.! www.servicedesign-linz.at ServiceDesign Jam Linz 2015 Keynote #1 Alexander Wie󿿨off:! ServiceDesign and UX! 27. Februar 2015! Design Services. Create Experiences.!
  2. 2. Service Design and UX Dr. Alexander Wiethoff - University of Munich (LMU)
  3. 3. You are what you use… not what you own ! Slogan From Live/Work
  4. 4. http://www.markabull.com/wp-content/uploads/2011/01/stage.jpg Front Stage
  5. 5. http://blog.entrepreneurthearts.com/etablog/wp-content/uploads/2010/08/backstage.jpg Back Stage
  6. 6. The introduction of emerging technologies (sensors, smart-phones, internet of things) makes Service Design highly relevant as it involves bridging the gap between technology and people.
  7. 7. But is this really something new…?
  8. 8. source: [3]
  9. 9. http://3.bp.blogspot.com/_Tjn2n1CMss0/TTsJZ_GCTII/AAAAAAAAFXI/QvUK4TfntBY/s400/telephone_operators_springfield_il_.jpg Phone Service
  10. 10. People, Places, Products... source: [3]
  11. 11. Processes and Performance source: [3]
  12. 12. http://hotline.ccsinsight.com/_images-article/imode-logo.jpg
  13. 13. ! ! Content Provider ! ! ! Hardware Manufacturer ! ! ! Network Provider ! ! iMode Service CORE Stakeholders
  14. 14. ! ! Content Provider ! ! ! Hardware Manufacturer ! ! ! Network Provider ! ! iMode Service CORE Stakeholders Transport Payment Vending .... .... .... .... Media
  15. 15. http://www.tropicalisland.de/CPT%20Cape%20Town%20International%20Airport%20South%20African%20Airways%20B747-400%20aircraft%20b.jpg Traveling with an Airline
  16. 16. 15 years ago ! go to travel agent ! ! ! receive tickets by mail ! ! ! go to the check in desk ! ! ! receive boarding pass ! ! ! check in bags ! ! ! board plane Today ! go to airlines website ! ! ! receive mobile boarding pass ! ! ! drop bags at self check in ! ! ! board plane
  17. 17. © Marc Stickdorn Customer Journey
  18. 18. source: [3] Customer Journey
  19. 19. Service Design in a Nutshell One (over-) view form LiveIWork...
  20. 20. ! ! Service design focuses on multiple touch-points and the users interactions with these touch-points over time. These touch-points are typically places, products, processes and people. ! ! ! ! source: http://www.livework.co.uk/ Service Design
  21. 21. ensures that all the touch-points work brilliantly... source: http://www.livework.co.uk/ Service Design
  22. 22. ensures that the touch-points work together to create wonderful experiences source: http://www.livework.co.uk/ Service Design
  23. 23. involves people that use and provide the service source: http://www.livework.co.uk/ Service Design
  24. 24. tests a new service with users to make sure all works source: http://www.livework.co.uk/ Service Design
  25. 25. ensures that all parts work together throughout the customer journey. Often there are multiple pathways and therefore processes through a service experience Service Design source: http://www.livework.co.uk/
  26. 26. What is a service? ! ! • a chain of activities that form a process and have value for the end user (customer journey) ! • services affect our daily qualify of life (user experience) ! • service design focuses on the entire system of use (via touchpoints) source: [5]
  27. 27. ! ! ! ! ! 1. Intangible Although services are often populated with objects, the service itself is ephemeral, customers can´t see or touch the service itself-only the physical embodiments. 2. Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car, but they don´t own the service itself. 3. Co-created Services aren´t made by the service provider alone; they require the involvement and engagement of the customers as well. 4. Flexible Each new situation or customer requires that the service adapt to it 5. Time Based Services take time to perform, and that time cannot be recovered if lost. 6. Active Services a created by human labor and are thus difficult to scale. 7. Fluctuating demand Most services vary by time of the day, season, and cultural mood. ! ! Service Characteristics source: [5]
  28. 28. Service Design leads to: source: http://www.livework.co.uk/
  29. 29. ! • environmentally friendly solutions. (Car sharing service) • good business models: well designed and executed services will increase sales and helping tying users to a specific brand ! ! Service Design leads to:
  30. 30. Shelley Evenson ! • teaches service and interaction design at CMU, Pittsburgh • Co-founder of seeSpace and chief experience scientist for Scient ! http://research.microsoft.com/en-us/news/features/images/Shelley.jpg
  31. 31. Service design can involve ! ! ! person2person interaction = check in desk ! person2machine interaction = self check in kiosk ! machine2machine interaction = airport baggage system
  32. 32. Service as Design Triangle: Service Provider People (User) Service Medium brand relationship design meta design
  33. 33. Service design addresses the functionality and form of the service medium. The aim is to ensure that service interfaces are usable and useful, effective and efficient, desirable and differentiated from the provider and the persons point of view. ! after Birgit Mager
  34. 34. User Experience Design http://semanticstudios.com ©Peter Morville
  35. 35. Service design is the design of intangible experiences that reach people through many different touch-points, and that happen over time. source: [3]
  36. 36. Thank You! ! …and see you tmr.
  37. 37. Design Services. Create Experiences.! www.servicedesign-linz.at Danke. Facebook: fb.com/ServiceDesign.Linz! Twi󿿷er: @sdjlnz! Email: jam@servicedesign-linz.at! Präsentationen: slideshare.net/ServiceDesignLinz! !

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