Dnd design smartere simon
Transcript of Dnd design smartere simon
Service Design: an introduction
Simon Clatworthy AT-ONE Presentation 6th September 2012
Design is now everywhere
Design is now everywhere
But is it here?
80%
The services era
Virgin video
The BIG IDEA (and the Detail)
Its about a strong, experiential offering
Has to be easy to understand the benefits
Quick to experience the benefits
Consistently deliver over the long term
Deliver on a promise, right down to the last detail
THIS MAKES ITS STRATEGIC, TACTICAL and OPERATIONAL
PASSION in your DNA
BUSINESS MODEL
SERVICE DELIVERY
EXPERIENCE
BIGIDEA
Example 1: Oslo Airport Express Train
Carefully designed service with focus upon the orchestration of service touch-points and customer experience around a big idea.Results: - record profits - record passenger numbers - highest brand recognition
Example 2: Keep the change
Source: IDEO Service Design
Example 3: Public service design - getting people back to work
Getting longterm unemployed back to work used to cost £62,000 Using service design, Sunderland City Council cut that figure to £5,000.
Source: The Design Council UK
Example 4: Tesco virtual store in Korea
Part of an advertising pushNow becoming an integrated service900 000 downloads within 6 monthsBrand recognition in new market
Cheil worldwide
Service Design
“Designed offerings to provide experiences that happen over time and across different touch-points ”.
timetouch-pointsexperiences
offerings
Start point: Design brief + project team
+
End point: The service
How to get there for services?
Process + Tools
Important things happen at the start
100%
0%
Percentage of final cost committed
Percentage of costs incurred
Project start
EndConcept phase completeSource: Berliner + Brimson 1998
Successful teams develop successful solutions
The development of team collaboration, internal culture and
team communication are central to team success. Not least a
common understanding and shared vision of the object of
development. (Sethi 2000, Molin-Justiila 2006)
A research project 2007 - 2010
has developed:1. A model for understanding service innovation
2. A structured process (AT-ONE) for the early stages of the service innovation process
3. Tools for service innovation (abductive and co-design based)
Focus upon customer experience:- customer needs- multi-channel service delivery over time- actor networks- brand and design thinking
looks at
Levers of service innovations:1. New actor constellations2. Delivery across multiple3. that align with Brand Strategy4. Satisfying user5. Innovating compelling customer
ActorTouch-points
Offerings
NeedsExperiences
letters act like different innovation lenses
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A
T
O
N
E
Designing Better Services is a service innovation process using AT-ONE (A = Actors, T = Touchpoints, O = Offerings, N = Needs and E = Experience). It strengthens the first two stages of the traditional double diamond innovation process, as described by the British Design Council. Making sure you "do the right thing, before doing the thing right".
This process has emerged as a response to industries’ need to improve service innovation. It uses design skills such as customer insight, cultural understanding, creativity and holistic thinking to create solutions that are attractive and desirable. If you use the AT-ONE approach, you will focus the early stages of service innovation and get your project off to the right start - customer focused solutions that build upon your brand strengths to create desirable service experiences.
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The AT-ONE book on service innovation
Lots of tools for teams
Central to Service Design: Personas+ Service-journey
Service Journey: First steps in Service Design
Chronological series of steps that work like magic!Describe how a customer uses a serviceOften the only time a company sees the service this wayThe level of detail can be scaled
Will be developed as part of the touch-point letter
Actors
1. New actor constellations
2. Delivery across multiple3. Brand based4. Understanding user5. Innovating compelling new
Actor
Touch-pointsOfferings
NeedExperiences
?
?
?
?
AT-ONE: From P.O.S. to Customer Relationship
PRODUCTION
INDIVIDUAL
CONSUMER
VALUE CHAIN
VALUE NETWORK
POINT OF PURCHASE
RELATIONSHIP
Image: Adapted from LiveWork AS
RELATIONSHIP RELATIONSHIP
Touch-points
1. New actor constellations
2. Delivery across multiple
3. Brand based4. Understanding user5. Innovating compelling new
Actor
Touch-points
Offerings
NeedExperiences
Service Design magic - touch-points on the service journey
Offering
1. New actor constellations2. Delivery across multiple
3. Brand based 4.Understanding user5. Innovating compelling new
ActorTouch-points
Offerings
Need
Experiences
OFFERING DEFINITION, LONG
A companies offering delivers the functional, emotional and self-expressive benefits promised by the brand. An effective offering should lead to a customer relationship that both supports purchase decisions and creates mutual value, also over the long-term. Simons definition of offering based upon Aaker,1996
Example: Amazon.com
At the functional level:• large choice• cheap prices• fast and secure delivery
At the emotional, self expressive level:• self expression through Amazon lists • the enjoyment of a good book before you buy it, through customer reviews, look-inside and recommendations• trust through the honest presentation of customer reviews• friendship through suggestions of other products • a community for people who love books
At AHO: Three areas of Service Design research
1. How to improve innovation processes by adding Design
2. How to Design for better customer experiences
3. How Design can help transform organisations
“Designed offerings to provide experiences that happen over time and across different touch-points ”.
timetouch-pointsexperiences
offerings
1 2 3 4 5
250555 25
A
T
O
N
E
Designing Better Services is a service innovation process using AT-ONE (A = Actors, T = Touchpoints, O = Offerings, N = Needs and E = Experience). It strengthens the first two stages of the traditional double diamond innovation process, as described by the British Design Council. Making sure you "do the right thing, before doing the thing right".
This process has emerged as a response to industries’ need to improve service innovation. It uses design skills such as customer insight, cultural understanding, creativity and holistic thinking to create solutions that are attractive and desirable. If you use the AT-ONE approach, you will focus the early stages of service innovation and get your project off to the right start - customer focused solutions that build upon your brand strengths to create desirable service experiences.
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PhD - Design support at the front end of the New Service Development (NSD) process - Autumn 2012
Research activity for prototyping experiences - Autumn 2012
2. How to design for better customer experiences
PhD - Translating Brands into Experiences The Brand Experience Handbook - 2011-2014
PhD - Using The Ritual and Sacred in the Design of Services How to make experiences special through Design - 2011-2014
3. How Design can transform service organisations
PhD - Design support at the front end of the New Service Development (NSD) process - Autumn 2012
Research activity for prototyping experiences - Autumn 2012
PhD - Service Design LeadershipShaping Service Innovations at the Intersection of Design and Strategic Management - Autumn 2012
Customer Care Research Project together with Telenor, Posten ++
Judith Gloppen 2012
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