Post on 08-Aug-2015
Emerging Opportunities for Services
Hei.
IDEO helps businesses innovate using design thinking
We’re 550 people in 12 locations
We work across multiple industries
We are human-centred
We build to thinkWe build to think
We design with a holistic approach
Viability Feasibility
Desirability
So, what is a service…
?
Our definition for today…
Engagement
Time
The service industry is 70% of our economy*
Services as % GDP in 2010:– Finland 68.1%– EU 72.9%
*
Yet, people talk about service design as if it’s new
Decades on and the same things are still broken!
We are not rewarding our best customers
The bad news: the competition is every other service experience
The good news: there’s a huge opportunity to be a service super hero
We have 3 big themes to share with you today:
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1. Increased complexity2. Shifting power3. Data explosion
1 Increased complexity
Everybody is offering everything to add more value
Brands are using more channels than ever
Services are based on the organisation’s structure, not the customer’s needs
So what does this mean for your service?
Have a clear purposeIn the service of what?1
Create a hero serviceNot all interactions should be created equal2
3Make channels complementaryOptimise each one against their unique strengths
So, how might you cut through complexity?1. Have a clear purpose2. Create a hero service3. Make channels complementary
2Shifting power
Consumers are connected in more ways than ever before
We’re seeing the rise of the amateur service provider
Services are becoming more collaborative
People want to take more control of their experience
People want to be involved in shaping the future of services
So what does this mean for your service?
Celebrate the amateurCapitalise on trends towards collaborative consumption1
Create the theatre not the playLet the customer take control, know when to get out of the way2
Experiment with your consumersR&D versus transactions3
So, how might you embrace this shift in power?1. Celebrate the amateur2. Create the theatre not the play3. Experiment with your consumers
3Data explosion
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People leave a trail of data whenever they interact with services
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The technology people carry around is packed with sensors
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GPS LocationAccelerometerProximity SensorAmbient Light SensorMicrophone
The data people generate is a window into their behaviour
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So, what does this mean for your service?
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Contextualise dataHelp consumers understand and compare services1
Make it stickyUse gaming behaviour to drive engagement2
Leave space for serendipityFind opportunities for new services in data3
So, how might you design for the data explosion?1. Contextualise data2. Make it sticky3. Leave space for serendipity
What does this mean for Finpro?
Design inspiration
Increased complexity
Shifting power
Data explosion
1. have a clear purpose2.create a hero service3.optimise your
channels
1. celebrate the amateur2.create the theatre
not the play3.experiment with
your consumers
1. contextualise data2.make it sticky3. leave space
for serendipity
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If there’s one thing you should remember...
Put the customer at the heart of what you do
Kiitos.