Something to phone home about

Service Design Stefan Moritz – Creative Lapland Seminar 2010

Something to phone home about.

Stefan Moritz – Creative Lapland Seminar 2010

Sorry that I can’t be here in person.

Designing the world’s most accessible video conference service

Ergonomidesign / skiptrip.se

Stefan Moritz – Creative Lapland Seminar 2010

3

From the industrial to the networked age

At the core of the technological, social and cultural shift are people.

The networked age is the mutual value era.

Stefan Moritz – Creative Lapland Seminar 2010

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VALUE FOR THE ENTERPRISE

?

Experiences

Services

Brands

{N

E RK O W ET

GE DA

}

Products

Commodities

E AG L IA TR S U

}

ND {I

VALUE FOR CUSTOMERS

Stefan Moritz – Creative Lapland Seminar 2010

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“Service is everything that can’t fall on your feet.”

THE ECONOMIST

Stefan Moritz – Creative Lapland Seminar 2010

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Illustration by Jeffery Callender & Peter Morville

INDUSTRIAL AGE

NETWORK AGE

METHODOLOGY

Produced

Performed

Journey

Material

Immaterial

System design

Tangible

Intangible

Sensualisation

No involvement

Client participation

Co-creation

Ownership

Experience

Service blueprint

Stefan Moritz – Creative Lapland Seminar 2010

Service Design methodology – How to design services and experiences in the network age

Service Experience

8

Stefan Moritz – Creative Lapland Seminar 2010

You have to be there.

It happens over time.

You don’t own it but use it.

Service Design

innovate service experiences that result in more satisfied customers and more profitable enterprises.

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Stefan Moritz – Creative Lapland Seminar 2010

DEFINITION | Methodology to help improve or

Stefan Moritz – Creative Lapland Seminar 2010

You are a service designer.

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Stefan Moritz – Creative Lapland Seminar 2010

So what is so special about service design?

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MINDSET

APPROACH

METHODOLOGY

HOLISTIC

EMPATHY

PROTOTYPING

Stefan Moritz – Creative Lapland Seminar 2010

Service Design

Finding out and learning

Giving strategic direction

Developing concepts

Selecting the most relevant

Enabling understanding

Making it happen

Stefan Moritz – Creative Lapland Seminar 2010

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Stefan Moritz – Creative Lapland Seminar 2010

Why do we need (to get better at) service design?

8% of their customers agree.”

Source: Bain & Company

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Stefan Moritz – Creative Lapland Seminar 2010

“80% of companies believe they deliver outstanding value and a superior customer experience.

MINDSET

APPROACH

METHODOLOGY

HOLISTIC

EMPATHY

PROTOTYPING

Stefan Moritz – Creative Lapland Seminar 2010

Service Design

Culture

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Business Model Service Design Value

Authenticity Utility

Source: Paul Sims

Stefan Moritz – Creative Lapland Seminar 2010

Brand

18

Stefan Moritz – Creative Lapland Seminar 2010

“The only people that see the bigger picture of any company are their customers.”

Stefan Moritz – Creative Lapland Seminar 2010

I don’t buy shoes.

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Delivering services Stefan Moritz – Creative Lapland Seminar 2010

Selling products 20

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Stefan Moritz – Creative Lapland Seminar 2010

The outcome: service, product, system, experience, offer,…

Stefan Moritz – Creative Lapland Seminar 2010

Small actions are better than big words 22

Stefan Moritz – Creative Lapland Seminar 2010

Reactions Interactions Transactions 23

New currencies.

TIME / KUDOS / FEEDBACK / POINTS /…

Stefan Moritz – Creative Lapland Seminar 2010

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MINDSET

APPROACH

METHODOLOGY

HOLISTIC

EMPATHY

PROTOTYPING

Stefan Moritz – Creative Lapland Seminar 2010

Service Design

Stefan Moritz – Creative Lapland Seminar 2010

Hospital designed 26

BETTER TREATMENT

Multi-media recall service

Music of choice during treatment

Online registration form

DVD-glasses during treatment

SMS reminder

Alternative medicine

Free parking

Children play area with Playstation

Bring your guests

General anesthesia

BETTER WAITING

BETTER DEPARTURE

Postcard service in the waiting area

Credit cards accepted (Germany!)

Fireplace & blankets

Cool bags and painkillers

Multimedia waiting room

Mouth refreshing room

Daily papers / Magazines / Wireless

Prophylaxis shop

Reading glass lending

Beach chairs on the roof terrace

Air-conditioning

Sun glasses lending

Baby changing, feeding and play room

Internal lab

Free Latte, juice, etc.

Vouchers

Fresh fruit

Extended warranty

Toothbrush set free

http://www.ku64.de

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Stefan Moritz – Creative Lapland Seminar 2010

BETTER PRPARATION

Stefan Moritz – Creative Lapland Seminar 2010

Listen.

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Stefan Moritz – Creative Lapland Seminar 2010

Care.

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Stefan Moritz – Creative Lapland Seminar 2010

Simplify.

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Stefan Moritz – Creative Lapland Seminar 2010

Engage.

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Stefan Moritz – Creative Lapland Seminar 2010

Leverage.

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Stefan Moritz – Creative Lapland Seminar 2010

Nurture.

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MINDSET

APPROACH

METHODOLOGY

HOLISTIC

EMPATHY

PROTOTYPING

Stefan Moritz – Creative Lapland Seminar 2010

Service Design

Service system

Service business

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Stefan Moritz – Creative Lapland Seminar 2010

Service touches

Stefan Moritz – Creative Lapland Seminar 2010

Implementation is harder than ideas.

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Stefan Moritz – Creative Lapland Seminar 2010

Service Design methodology

Stefan Moritz – Creative Lapland Seminar 2010

Prototype.

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Stefan Moritz – Creative Lapland Seminar 2010

http://servicedesigntools.org/ Stefan Moritz – Creative Lapland Seminar 2010

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Stefan Moritz – Creative Lapland Seminar 2010

Where to start?

Problem

Solve

Something to phone home about

Value Leverage assets

More value

More customers

New offer

Stefan Moritz – Creative Lapland Seminar 2010

Where to start?

Stefan Moritz – Creative Lapland Seminar 2010

A little service for you: http://drop.io/CLS

Stefan Moritz – Creative Lapland Seminar 2010

How to navigate?

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Quick & dirty Journey Journal

Hot spot

20 ideas

Sticker voting

Tomorrows headlines

Back casting

Stefan Moritz – Creative Lapland Seminar 2010

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Albert Einstein

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Stefan Moritz – Creative Lapland Seminar 2010

“Imagination is more important then knowledge.”

http://drop.io/CLS http://stefan-moritz.com

Stefan Moritz – Creative Lapland Seminar 2010

Kiitos.