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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

Google

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

Hug the future  

5. Design Management Forum November 2008 Cologne

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