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World Trends
Service Design




                           Stefan Moritz – Warsaw 2011
Warsaw, 14 December 2011
Six developments shaping our world
1. Emerging markets     2. Clean-tech           3. Global banking
   increase their          becomes a               seeks recovery
                                                                         2
   global power            competitive             through
                           advantage               transformation


4. Governments          5. Rapid technology     6. Demographic




                                                                      Stefan Moritz – Warsaw 2011
   enhance ties with       innovation creates      shifts transform
   the private sector      a smart, mobile         the global
                           world                   workforce
3




                                                        Stefan Moritz – Warsaw 2011
                                               erent.
                ations ago lif e was very diff
J ust two gener
4




“Why can’t we




                  Stefan Moritz – Warsaw 2011
              ”
 touch the TV?
“Technology is anything
 that didn’t exist
 before you were born.”
            ALAN KAY




                          Stefan Moritz – Warsaw 2011
Change

 The world is more complex and      6




  connected than ever before.




                                 Stefan Moritz – Warsaw 2011
Change drivers

  Networks       Choice     Expectations      7




                                           Stefan Moritz – Warsaw 2011
   Access    Alternatives   Transparency
Some newcomers

                              8




Stefan Moritz – Warsaw 2011
9




Stefan Moritz – Warsaw 2011
Stefan Moritz – Warsaw 2011
Stefan Moritz – Warsaw 2011
Start-up services

                              11




Stefan Moritz – Warsaw 2011
Start-ups – as inspiration

                             12




                             Stefan Moritz – Warsaw 2011
Start-ups – as tools

                              13




Stefan Moritz – Warsaw 2011
A world of
                          opportunity.




Stefan Moritz – Warsaw 2011
How do successful
organisations
embrace this?




                    Stefan Moritz – Warsaw 2011
Customer obsession
 “Empowered customers are disrupting every industry; competitive barriers like
 manufacturing strength, distribution power, and information mastery can’t
 save you. In this age of the customer, the
                            only sustainable                                     16


 competitive advantage is knowledge of and
 engagement with customers. The successful companies will
 be customer-obsessed. Those that master the customer data flow and




                                                                                 Stefan Moritz – Warsaw 2011
 improve frontline customer staff will have the edge.”

 Forrester report, Competitive Strategy in the Age of the Customer
Customer obsession

 “The successful companies                                            17




  will be customer-obsessed.”




                                                                      Stefan Moritz – Warsaw 2011
  Forrester report, Competitive Strategy in the Age of the Customer
Starting points

                                                18




  Innovation   Value creation   Collaboration




                                                Stefan Moritz – Warsaw 2011
Five world trends as catalyst

     1.          2.          3.     19

   Useful       Free       Social

     4.          5.




                                    Stefan Moritz – Warsaw 2011
   Local      Personal
1. Useful

                                            20




  Simplicity       Care         Help




                                            Stefan Moritz – Warsaw 2011
   e.g. Paypal   e.g. Zappos   e.g. Tesco
http://www.tesco.ie/press/images/high/Tesco%20basket.JPG



                                                                1. Useful – Help



                                       TESCO
                                                           21




 Stefan Moritz – Warsaw 2011
2. Free

                                                    22



  Convenience
                 Freemium            Trial
    Lock-in




                                                    Stefan Moritz – Warsaw 2011
    e.g. Gmail   e.g. Dropbox   e.g. Monty Python
2. Free – Freemium

                              23




Stefan Moritz – Warsaw 2011
3. Social

                                                              24




   Feedback            Connect              Reputation




                                                              Stefan Moritz – Warsaw 2011
   e.g. Starbucks   e.g. Patients like me   e.g. Twelpforce
3. Social – Connect

                              25




Stefan Moritz – Warsaw 2011
4. Local

                                                                  26




     Deliver                Adapt              Empower




                                                                  Stefan Moritz – Warsaw 2011
 e.g. Fresh Vegetables   e.g. Ritz-Carlton   e.g. NeighborGoods
http://img.timeinc.net/fortune/conferences/imeme/images/ritzcarlton_sanfrancisco.jpg




                                                                 Scenography workbooks
                                                                                                                                4. Local – Adapt
                                                                                         THE RITZ-CARLTON HOTEL SAN FRANCISCO
                                                                         27




 Stefan Moritz – Warsaw 2011
5. Personal

                                                                 28




      Open up              Recommend         Redesign




                                                                 Stefan Moritz – Warsaw 2011
 e.g. Insurance boutique    e.g. Amazon   e.g. Bank experience
5. Personal – bank experience

                                     29
                                29




                                     Stefan Moritz – Warsaw 2011
Two more inspirations
SUBSCIRPTION SERVICES            POP-UP SERVICES
            Birchbox                         Cornish Grill Pop-   30

            $10 monthly                      up 3 Course
            beauty                           Sunday Roast
            subscription                     with James
                                             Knappett in
                                             Farringdon




                                                                  Stefan Moritz – Warsaw 2011
            Lollihop                         Coca Cola Pop-up
            Monthly taste                    Soda Bar in
            box of healthy                   Selfridges for six
            snacks, curated                  weeks
            for your lifestyle
“Not everything that is
 desirable is feasible.”          31
              Thomas J. Sargent




“Not everything that is




                                  Stefan Moritz – Warsaw 2011
 feasible is desirable.”
Thank you!
                                     32




                                     Stefan Moritz – Warsaw 2011
 st_moritz   stefan@plusMoritz.com

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World trends in service design – institute of design warsaw 2011

  • 1. World Trends Service Design Stefan Moritz – Warsaw 2011 Warsaw, 14 December 2011
  • 2. Six developments shaping our world 1. Emerging markets 2. Clean-tech 3. Global banking increase their becomes a seeks recovery 2 global power competitive through advantage transformation 4. Governments 5. Rapid technology 6. Demographic Stefan Moritz – Warsaw 2011 enhance ties with innovation creates shifts transform the private sector a smart, mobile the global world workforce
  • 3. 3 Stefan Moritz – Warsaw 2011 erent. ations ago lif e was very diff J ust two gener
  • 4. 4 “Why can’t we Stefan Moritz – Warsaw 2011 ” touch the TV?
  • 5. “Technology is anything that didn’t exist before you were born.” ALAN KAY Stefan Moritz – Warsaw 2011
  • 6. Change The world is more complex and 6 connected than ever before. Stefan Moritz – Warsaw 2011
  • 7. Change drivers Networks Choice Expectations 7 Stefan Moritz – Warsaw 2011 Access Alternatives Transparency
  • 8. Some newcomers 8 Stefan Moritz – Warsaw 2011
  • 9. 9 Stefan Moritz – Warsaw 2011
  • 10. Stefan Moritz – Warsaw 2011
  • 11. Stefan Moritz – Warsaw 2011
  • 12. Start-up services 11 Stefan Moritz – Warsaw 2011
  • 13. Start-ups – as inspiration 12 Stefan Moritz – Warsaw 2011
  • 14. Start-ups – as tools 13 Stefan Moritz – Warsaw 2011
  • 15. A world of opportunity. Stefan Moritz – Warsaw 2011
  • 16. How do successful organisations embrace this? Stefan Moritz – Warsaw 2011
  • 17. Customer obsession “Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can’t save you. In this age of the customer, the only sustainable 16 competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed. Those that master the customer data flow and Stefan Moritz – Warsaw 2011 improve frontline customer staff will have the edge.” Forrester report, Competitive Strategy in the Age of the Customer
  • 18. Customer obsession “The successful companies 17 will be customer-obsessed.” Stefan Moritz – Warsaw 2011 Forrester report, Competitive Strategy in the Age of the Customer
  • 19. Starting points 18 Innovation Value creation Collaboration Stefan Moritz – Warsaw 2011
  • 20. Five world trends as catalyst 1. 2. 3. 19 Useful Free Social 4. 5. Stefan Moritz – Warsaw 2011 Local Personal
  • 21. 1. Useful 20 Simplicity Care Help Stefan Moritz – Warsaw 2011 e.g. Paypal e.g. Zappos e.g. Tesco
  • 22. http://www.tesco.ie/press/images/high/Tesco%20basket.JPG 1. Useful – Help TESCO 21 Stefan Moritz – Warsaw 2011
  • 23. 2. Free 22 Convenience Freemium Trial Lock-in Stefan Moritz – Warsaw 2011 e.g. Gmail e.g. Dropbox e.g. Monty Python
  • 24. 2. Free – Freemium 23 Stefan Moritz – Warsaw 2011
  • 25. 3. Social 24 Feedback Connect Reputation Stefan Moritz – Warsaw 2011 e.g. Starbucks e.g. Patients like me e.g. Twelpforce
  • 26. 3. Social – Connect 25 Stefan Moritz – Warsaw 2011
  • 27. 4. Local 26 Deliver Adapt Empower Stefan Moritz – Warsaw 2011 e.g. Fresh Vegetables e.g. Ritz-Carlton e.g. NeighborGoods
  • 28. http://img.timeinc.net/fortune/conferences/imeme/images/ritzcarlton_sanfrancisco.jpg Scenography workbooks 4. Local – Adapt THE RITZ-CARLTON HOTEL SAN FRANCISCO 27 Stefan Moritz – Warsaw 2011
  • 29. 5. Personal 28 Open up Recommend Redesign Stefan Moritz – Warsaw 2011 e.g. Insurance boutique e.g. Amazon e.g. Bank experience
  • 30. 5. Personal – bank experience 29 29 Stefan Moritz – Warsaw 2011
  • 31. Two more inspirations SUBSCIRPTION SERVICES POP-UP SERVICES Birchbox Cornish Grill Pop- 30 $10 monthly up 3 Course beauty Sunday Roast subscription with James Knappett in Farringdon Stefan Moritz – Warsaw 2011 Lollihop Coca Cola Pop-up Monthly taste Soda Bar in box of healthy Selfridges for six snacks, curated weeks for your lifestyle
  • 32. “Not everything that is desirable is feasible.” 31 Thomas J. Sargent “Not everything that is Stefan Moritz – Warsaw 2011 feasible is desirable.”
  • 33. Thank you! 32 Stefan Moritz – Warsaw 2011 st_moritz stefan@plusMoritz.com