Products to services – transformation of the world markets orientation – institute of design warsaw
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Products to services – transformation of the world markets orientation – institute of design warsaw
- 1. From product to service Transformation of the world Stefan Moritz – Warsaw 2011 market’s orientation
- 2. Significant paradigm shift 2 Stefan Moritz – Warsaw 2011 From the industrial society To the networked society
- 3. Outoptimised 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Supply Organisational Chain Economic Psychology Management Theory 3 Organisational Change Management Management Taylorism Business Process Total Reengineering Quality Quality Stefan Moritz – Warsaw 2011 Management Management (Japan) (USA) Activity- Based Costing Source: Adaptive Path
- 4. Value for the organisation Commodity Product Service Value for customers Experience Stefan Moritz – Warsaw 2011
- 5. Shift 01 Things Experiences 5 Stefan Moritz – Warsaw 2011
- 6. Shift 02 Owning Using 6 Stefan Moritz – Warsaw 2011
- 7. Shift 03 7 Inside out Outside in Stefan Moritz – Warsaw 2011
- 8. Transformation of the economy Service Dominant Logic 8 Product Culture Remainder Stefan Moritz – Warsaw 2011
- 9. 10 Careers that didn’t exist 10 years ago 1. Bloggers 6. Senior move management 2. Community managers 7. Social media strategists 9 3. Green funeral directors 8. User experience analyst 4. Interior redesigners 9. Video journalists Stefan Moritz – Warsaw 2011 5. Patient advocates 10. Virtual business service providers http://msn.careerbuilder.com
- 10. Transformation of the economy Poland’s GDP 10 agriculture 32% industry services Stefan Moritz – Warsaw 2011 64% Source: www.cia.gov 2010
- 11. IBM 10% products 11 90% products 90% services Stefan Moritz – Warsaw 2011 10% services
- 12. Gap 01 Investment in research 12 € 3,121.00 € 67.00 Stefan Moritz – Warsaw 2011 Producing companies Service companies Source: Birgit Mager
- 13. Gap 02 Design effort 13 41% 6% Stefan Moritz – Warsaw 2011 of producing companies see of service companies see design as integral any role of design Source: Design Council UK 2005
- 14. Gap 03 Gap 04 Productivity Quality Products Products 14 Service Service Stefan Moritz – Warsaw 2011 Source: Estimate based on desk research
- 15. Proof point: Flylo check-in 15 Stefan Moritz – Warsaw 2011 http://www.youtube.com/watch?v=BOrhMcqx6vw
- 16. “80% of companies believe they deliver outstanding value and a 17 superior customer experience. Stefan Moritz – Warsaw 2011 8% of their customers agree.” Source: Bain & Company
- 17. Gap 05 Failure 18 60% 35% Stefan Moritz – Warsaw 2011 of new service of launched services are introductions fail removed from the market after a short period Source: Cooper & Edgett 1996 / Stevends & Burley 2003
- 18. EXAMPLE Service Design for cars Stefan Moritz – Warsaw 2011
- 19. From owning to using Stefan Moritz – Warsaw 2011
- 20. Stefan Moritz – Warsaw 2011
- 21. Stefan Moritz – Warsaw 2011
- 22. Stefan Moritz – Warsaw 2011
- 23. Stefan Moritz – Warsaw 2011
- 24. Stefan Moritz – Warsaw 2011
- 25. From owning to using $100M Stefan Moritz – Warsaw 2011
- 26. SERVICE DESIGN Stefan Moritz – Warsaw 2011
- 27. SERVICE DESIGN Experience prototyping with human empathy beyond products. Stefan Moritz – Warsaw 2011
- 28. Services are different You have to be there. It happens over time. 25 You don’t own it but use it. Stefan Moritz – Warsaw 2011
- 29. “The only people that see the bigger picture 26 of any company are Stefan Moritz – Warsaw 2011 their customers.”
- 30. Anders Frostenson 2010 27 Stefan Moritz – Warsaw 2011
- 31. Anders Frostenson 2010 27 Stefan Moritz – Warsaw 2011
- 32. Stefan Moritz – Warsaw 2011
- 33. www.servicededesigntools.org Stefan Moritz – Warsaw 2011
- 34. The six SD collaboration zones SERVICE DESIGN 30 Stefan Moritz – Warsaw 2011 Understanding Thinking Generating Filtering Sensualisation Realising Finding out and Giving strategic Developing Selecting the Enabling Making it happen learning direction concepts most relevant understanding
- 35. SERVICE DESIGN Experience prototyping with human empathy beyond products. Stefan Moritz – Warsaw 2011
- 36. 32 85%? 5% 99%! Stefan Moritz – Warsaw 2011 Follow the logic of the customers
- 37. Experience prototyping 33 Stefan Moritz – Warsaw 2011
- 38. Experience prototyping 33 Stefan Moritz – Warsaw 2011
- 39. 34 Stefan Moritz – Warsaw 2011
- 40. Mutual value Improve or innovate service experiences 35 Satisfied + Profitable + Lower risk Stefan Moritz – Warsaw 2011 Customers Enterprises of failure
- 41. Thank you! 36 Stefan Moritz – Warsaw 2011 st_moritz stefan@plusMoritz.com