Hug the future Stefan Moritz — Design Management Forum — Cologne 2008
Stefan Moritz — Design Management Forum — Cologne 2008
“The future is already here – it’s just unevenly distributed.” William Gibson
Stefan Moritz — Design Management Forum — Cologne 2008
IMAGINE THE FUTURE
Stefan Moritz — Design Management Forum — Cologne 2008
CC – all images from Farfar Academy 2008 – farfaracademy.com
Paradigm shift
Accelerating Change
Automatisation
Asia
Stefan Moritz — Design Management Forum — Cologne 2008
Abundance
A new generation
Based on Daniel Pink
Drivers and enablers
Transparency
Networks
Access
Alternatives
Expectations
Ebay
Tripadvisor
Threadless
Amazon
Stefan Moritz — Design Management Forum — Cologne 2008
“Without change there would be no need for design.” Jenny Winhall
Stefan Moritz — Design Management Forum — Cologne 2008
Preaching to the converted
(C) Richard Flynn richardflynn.net
Stefan Moritz — Design Management Forum — Cologne 2008
Service Design Stefan Moritz — Design Management Forum — Cologne 2008
What is your favourite service?
Stefan Moritz — Design Management Forum — Cologne 2008
CC Flickr.com LoopZilla
Stefan Moritz — Design Management Forum — Cologne 2008
Offering
Return on Investment
BUSINESS GOALS
VALUE
Delivery
Stefan Moritz — Design Management Forum — Cologne 2008
HUMAN GOALS
Return on Interest
“The great gift of human beings is that we have the power of empathy.” Anon
Stefan Moritz — Design Management Forum — Cologne 2008
DESIGN MANAGE
the CUSTOMER EXPERIENCE
Stefan Moritz — Design Management Forum — Cologne 2008
DESIGN MANAGE
the CUSTOMER EXPERIENCE
Stefan Moritz — Design Management Forum — Cologne 2008
PRODUCT
BRAND
SERVICE
Stefan Moritz — Design Management Forum — Cologne 2008
EXPERIENCE
?
?
EXPERIENCE
SERVICE BRANDING COMMODITIES
FEATURES
BENEFITS
PACKAGING
Stefan Moritz — Design Management Forum — Cologne 2008
Performed
Material
Immaterial
Tangible
Intangible
Can be stored
Can’t be stored
Usually without client
Interaction with client
Consumption after production
Consumption = production
Defects in manufacturing
Mistakes in behaviour
Stefan Moritz — Design Management Forum — Cologne 2008
SERVICES / EXPERIENCES
PRODUCTS
Produced
Services / experiences ... 1. Are not tangible 2. Are not separable from consumption 3. Cannot be stored 4. Cannot be owned 5. Are complex 6. Quality is difficult to measure
Stefan Moritz — Design Management Forum — Cologne 2008
What is the customer experience?
Stefan Moritz — Design Management Forum — Cologne 2008
“80% of companies believe they deliver a superior customer experience, but only 8% of their customers agree.” Bain & Company
Stefan Moritz — Design Management Forum — Cologne 2008
Mostly we notice when things are not working
Stefan Moritz — Design Management Forum — Cologne 2008
“You can’t experience an experience until you experience it.” Bill Mogridge, IDEO
Stefan Moritz — Design Management Forum — Cologne 2008
Bending the rules of time and space
Stefan Moritz — Design Management Forum — Cologne 2008
CC Lynette Webb
DESIGN MANAGE
the CUSTOMER EXPERIENCE
Stefan Moritz — Design Management Forum — Cologne 2008
The people formerly known as consumers
Stefan Moritz — Design Management Forum — Cologne 2008
CC Lynette Webb
New...
•ways to find out the truth •ways to join forces •ways to make a difference •ways to seek advise
Stefan Moritz — Design Management Forum — Cologne 2008
Customer life cycle
Stefan Moritz — Design Management Forum — Cologne 2008
“Your most unhappy customers are your greatest source of learning.” Bill Gates
Stefan Moritz — Design Management Forum — Cologne 2008
The hospital story
Stefan Moritz — Design Management Forum — Cologne 2008
“Open your mind and people will show you what’s on their minds.” Sam Harrison, Ideaspotting
Stefan Moritz — Design Management Forum — Cologne 2008
Customer participation
Stefan Moritz — Design Management Forum — Cologne 2008
Stefan Moritz — Design Management Forum — Cologne 2008
Stefan Moritz — Design Management Forum — Cologne 2008
SomeRightsReserved is a marketplace selling digital blueprints to a range of different products and objects. We connect designer straight to consumer, empowering all parties.
Stefan Moritz — Design Management Forum — Cologne 2008
DESIGN MANAGE
the CUSTOMER EXPERIENCE
Stefan Moritz — Design Management Forum — Cologne 2008
Can experiences be designed?
Stefan Moritz — Design Management Forum — Cologne 2008
Authenticity
Stefan Moritz — Design Management Forum — Cologne 2008
Stefan Moritz — Design Management Forum — Cologne 2008
Zeus Johnes
New MIX: Marketing, Innovation & Customer EXperience
Stefan Moritz — Design Management Forum — Cologne 2008
The ultimate value practice of post-modern culture.
“Everyone is a designer now.”
Stefan Moritz — Design Management Forum — Cologne 2008
JOHN THACKARA, IN THE BUBBLE
BRAND
CUSTOMER
Stefan Moritz — Design Management Forum — Cologne 2008
NEW
SD Generating
in nd
Stefan Moritz — Design Management Forum — Cologne 2008
ap gi th
nd gu M
ak
in
lin ab SD Explaining
pe n
er st a
t
SD Filtering
En
ct Se le
De ve lo
pi
in g
ng
te g tra gs Gi vin SD Thinking
th eb es
ic d
co nc ep t
ire
s
ct
g
io n
g in rn lea d an ut go di n Fin SD Understanding
SD Realising
Stefan Moritz — Design Management Forum — Cologne 2008
Orchestrating collaboration
Stefan Moritz — Design Management Forum — Cologne 2008
Extended customer journey
Stefan Moritz — Design Management Forum — Cologne 2008
Visioning
Stefan Moritz — Design Management Forum — Cologne 2008
(C) Wired Magazine
Ethnography
Stefan Moritz — Design Management Forum — Cologne 2008
(C) IDEO
Inconvenience analysis
Stefan Moritz — Design Management Forum — Cologne 2008
Prototyping
Stefan Moritz — Design Management Forum — Cologne 2008
“Any competent designer can come up with a good solution. The challenge is how to get that solution out into the world. And that is primarily an organisational problem.” Peter Mehrholz, AdaptivePath
Stefan Moritz — Design Management Forum — Cologne 2008
DESIGN MANAGE
the CUSTOMER EXPERIENCE
Stefan Moritz — Design Management Forum — Cologne 2008
Stefan Moritz — Design Management Forum — Cologne 2008
From materialism to experialism Stefan Moritz — Design Management Forum — Cologne 2008
What if everything could be customised truly individually?
Stefan Moritz — Design Management Forum — Cologne 2008
“If I asked my customers what they wanted they would have asked for a faster horse.” Henry Ford
Stefan Moritz — Design Management Forum — Cologne 2008
What is the value of great customer experience?
Stefan Moritz — Design Management Forum — Cologne 2008
Value
Entertainment
Kudos
Stefan Moritz — Design Management Forum — Cologne 2008
Utility
The business model we need to understand better:
Stefan Moritz — Design Management Forum — Cologne 2008
http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/
TIME
RISK
CASH
Stefan Moritz — Design Management Forum — Cologne 2008
People will pay the equivalent of whatever amount generates an incremental number of units of personal satisfaction.
Stefan Moritz — Design Management Forum — Cologne 2008
Hug the future Stefan Moritz — Design Management Forum — Cologne 2008
Improving life. Stefan Moritz — Design Management Forum — Cologne 2008
“People don’t really care how much you know until they know how much you care.” Mike McNight
Stefan Moritz — Design Management Forum — Cologne 2008
Care. Stefan Moritz — Design Management Forum — Cologne 2008
Summary PAY attention to what customers want (they might not even know it) Fulfil needs in context and on-demand Find new ways to manage and design We need to understand new forms of organisation, management and cu Go beyond the expected and create ways to add new levels of mutual value
Stefan Moritz — Design Management Forum — Cologne 2008
“Imagination is more important than knowledge.” Albert Einstein
Stefan Moritz — Design Management Forum — Cologne 2008
A little service for you
Stefan Moritz — Design Management Forum — Cologne 2008
Thank you!
Stefan Moritz — Design Management Forum — Cologne 2008