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Who the hell is Anton Schubert?

- Head of P&S design at 358- IDEO Project Leader- Modelmaker- Failed musician- Yogurt packer- Ball bearing manufacturer- Stained glass lamp maker- Lock fitter- Car mechanic

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There’s no such thing as service design.

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company people

Companies simply don’t understand their customers!

I need to do that.

We should do this!

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company people

That’s good news for designers

dialogue

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I used to do stuff like this

TaiK New Practise 09.11.11 4358

Itriedmyhardesttodesignstufflikethis...

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Now I do stuff more like this

VR + 35815

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Ultimetely our job as designers is to help people and companies to like each other

company people

Service designers, Interaction designers, Product designers, Communication designers, Graphic designers, Interior designers, Architects, Brand strategists, Copywriters, Whatever designers

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Let’s look at the big picture.

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The customer journey

Awareness

Engagement

Purchase

Use

Use more

Advocate

company people

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Awareness

Engagement

Purchase

Use

Use more

Advocate

company people

Three steps - first find a partner

FIND

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Awareness

Engagement

Purchase

Use

Use more

Advocate

company people

Secondly get to know and like each other

FIND

LIKE

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Awareness

Engagement

Purchase

Use

Use more

Advocate

company people

FIND

LIKE

LOVE

And last, if you are lucky, you might fall in love

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Remember great sex isn’t everything!

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But falling in love is not easy

Why?

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Marketing departments work with AD agencies

Awareness

Engagement

Purchase

Use

Use more

Advocate

Ad agencies

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Awareness

Engagement

Purchase

Use

Use more

Advocate

Sales departments work with business and retail consultants

Ad agenciesBus&retail

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Awareness

Engagement

Purchase

Use

Use more

Advocate

Research and Development (R&D) work with design studios

Design studios

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Awareness

Engagement

Purchase

Use

Use more

Advocate

And public relations (PR) work with media agencies

PRUse more

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Awareness

Engagement

Purchase

Use

Use more

Advocate

Silos in companies create broken and inconsistent experiences for the customer

PR

Design studios

Ad agencies

?

Bus&retail

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Some companies you could say are a little schizophrenic

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Wiki says:

Schizophrenia is a mental disorder characterized by a breakdown of thought processes and by poor emotional responsiveness.

It most commonly features auditory hallucintions, paranoid or bizarre delusions, or disorganized speech and thinking. It is accompanied by significant social or occupational dysfunction.

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Awareness

Engagement

Purchase

Use

Use more

Advocate

The best companies in the world do it like this

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IKEA behaviour = consistency and coherency with their purpose

Elisa + 35850

To create a better everyday for the many people. IKEA behaviour = consistency and coherency with their purpose.

EngageAwareness UsePurchase AdvocateUse more

1. Catalogue = Dreams 2. Planning = Dreaming 3. Purchase = Event 4. Use = Mine 5. Sociability = Shared experiences

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So what about designers?

How can we help?

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358 designersThat’s me

That’s Peter

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Awareness

Engagement

Purchase

Use

Use more

Advocate

I’ve spent most of my career as a product and service designer working with R&D teams

Design studios

That’s me

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Awareness

Engagement

Purchase

Use

Use more

Advocate

Peter our CEO has spent most of his life in advertising working with marketing

Design studios

Ad agencies

That’s me

That’s Peter

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Awareness

Engagement

Purchase

Use

Use more

Advocate

We both have a deep core skill

Design studios

Ad agencies

That’s me

That’s Peter

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Awareness

Engagement

Purchase

Use

Use more

Advocate

But more importantly an empathy for each others skill

Design studios

Ad agencies

That’s me

That’s Peter

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Awareness Engagement Purchase Use Use more Advocate

Designers need to work with other disciplines on the wider customer journey

Advertising creative Product & service designers PR and MediaBusiness consultant

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Awareness

Engagement

Purchase

Use

Use more

Advocate

Because silos in design create broken and inconsistent experiences for the customer

PR

Design studios

Ad agencies

?

Bus&retail

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Designers working in a silo at IDEO

R&D silo

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Awareness Engagement Purchase Use Use more Advocate

The best agencies in the world do it like this

Advertising creative Product & service designers PR and MediaBusiness consultant

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So don’t be a service designer...

S

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Be a T - shaped designer that just happens to know a little bit more about services

S

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Because that’s what companies really need

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And also what will help customers fall in love with them

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Kiitos.