Master Class service design / design thinking
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Service design is an integrated approach that combines material and immaterial components to enhance customer experiences, leveraging tools like service blueprints and customer journey maps. It requires multi-disciplinary collaboration and is evolving from product-dominant to service-dominant logic, where value co-creation is central. The document provides practical methods and strategies for implementing service design effectively, emphasizing the need for user-centered, contextual, and collaborative processes.
Master Class service design / design thinking
- 2. WELCOME
- 4. WHAT IS IT?
- 5. SERVICE DESIGN, WHAT IS IT? IT AIN T NEW, HONEY…. The great economic law is this: services are exchanged for services...it is trivial, very commonplace; it is nonetheless, the begining, the middle, and the end of economic science." " - Fredric Bastiat 1848 The integrated design of material components (products) and immaterial components (services) can be documented and codified using a service blueprint to map the sequence of events in a service and its essential functions in an objective and explicit manner. - Shostack 1982
- 6. SERVICE DESIGN, WHAT IS IT? THERE ARE MANY INTERPRETATIONS... FROM VERY PRACTICAL TO VERY HOLISTIC... ONE IS NOT MORE ‘TRUE’ THAN THE OTHER… IN FACT THEY NEED EACHOTHER… BUT IT REALLY HELPS TO KNOW WHICH END OF THE SPECTRUM YOU’RE TALKING ABOUT.
- 7. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
- 8. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
- 9. DESIGNING FOR SERVICES. EG A WEBSITE FOR A SERVICE PROVIDER. THIS OFTEN REQUIRES A MORE INTEGRATED APPROACH THAN SEEN IN REALITY.
- 10. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
- 11. OFTEN FOCUSSED ON AFTER SALES SERVICE. BUT THERE IS MUCH MORE! THE ENTIRE CUSTOMER JOURNEY OFFERS OPPORTUNITIES FOR SERVICE!
- 12. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
- 13. HOT TOPIC: TU DELFT, CRISP, FES, PIEKEN IN DE DELTA, THE INTERNET OF THINGS. PRODUCTS AND SERVICES ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY
- 14. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
- 15. THIS REQUIRES A TRULY MULTIDISCIPLINARY INTEGRATED RESEARCH, DESIGN AND IMPLEMENTATION APPROACH. DESIGN SUPPORTS HUMAN INTERACTION
- 16. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
- 17. CONNECTING VARIOUS STAKEHOLDERS, SERVICES, PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO- SYSTEM WHERE VALUE IS CREATED
- 18. PRACTICAL SERVICE DESIGN, WHAT IS IT? HOLISTIC
- 19. THE SERVITISATION OF VALUE: FROM OWNERSHIP TO GETTING JOBS DONE. TOUCHPOINTS ENABLE VALUE CO- CREATION. PRODUCTS SUPPORT SERVICES
- 20. SERVICE DOMINANT LOGIC OLD PARADIGM: SERVICES ARE WHAT’S LEFT OVER IF YOU REMOVE ALL PRODUCTS THIS IS PRODUCT DOMINANT LOGIC NEW PARADIGM: EVEN PRODUCTS ARE PART OF A SERVICE IN THE END THIS IS SERVICE DOMINANT LOGIC Vargo & Lusch 2004, http://www.sdlogic.net/publications.html
- 21. SERVICE DOMINANT LOGIC VALUE IN EXCHANGE VS VALUE IN USE TEMPORAL, RELATIONAL VALUE CONSTELLATIONS Norman, R. and Ramírez, R. (1993) Designing interactive strategy: From value chain to value constellation. Harvard Business Review, 71 (4): 65-77.
- 22. SERVICE DESIGN ACCORDING TO SERVICE DOMINANT LOGIC= DESIGNING ECO-SYSTEMS OF CONNECTED PRODUCTS, SERVICES, COMMUNICATIONS AND ENVIRONMENTS, WITH PEOPLE AND FOR PEOPLE, THAT ENABLE THE CO- CREATION OF VALUE.
- 24. HOW DO YOU DO THAT ?
- 25. 5ply service ecosystem generator customer journey map service touchpoint map capabilities and collaborations business model/business case enabling systems DEVELOPED WITH GRAHAM HILL
- 26. ply1 5ply service ecosystem generator customer journey map: What are the customer’s jobs and outcomes in time? How are the different stages of the journey experienced by the customer? DEVELOPED WITH GRAHAM HILL
- 27. ply2 service touchpoint map what touchpoints would enable the customer to reach her outcomes? What is the gap between the organisation’s current touchpoints and ideal touchpoints?
- 28. ply3 5ply service ecosystem generator capabilities and collaborations What capabilities and collaborations are required, to create the desired service touchpoints, to meet the customer’s desired outcomes? Hoe do these match with the organisation’s current capabilities and DEVELOPED WITH GRAHAM HILL collaborations?
- 29. 5ply service ecosystem generator ply4 business model/business case What business model does the organisation need to create a service that matches the previous layers? What business cases can be developed? DEVELOPED WITH GRAHAM HILL
- 30. ply5 5ply service ecosystem generator enabling systems What technologies, logistics, knowledge and IT systems do we need to support the service eco-system? DEVELOPED WITH GRAHAM HILL
- 31. A QUICK INTRO TO THE ‘HOW’ OF SERVICE DESIGN
- 32. 1 MINDSET 1 METHOD 1 TOOL
- 33. DESIGN THINKING CONTEXT MAPPING CUSTOMER JOURNEY MAPPING
- 35. THERE IS NO FIXED DESIGN THINKING PROCESS. DESIGN THINKING IS ABOUT COGNITIVE FLEXIBILITY: THE ABILITY TO ADAPT THE PROCESS TO THE ISSUE.
- 39. METHOD: CONTEXT MAPPING • looking into insights into user's lives, to get a grip on their future behaviour. • exploring two levels of abstraction: • 1. motivations behind behaviour (why do people do what they do) • because products and services should answer embedded needs and motivations, not simply facilitate behaviour • 2. future consequences of these motivations (what will people do in the near future) • because we are talking about research for design, innovation, development, of new products and services for new, or undiscovered needs.
- 40. METHOD: CONTEXT MAPPING contextmapping research:." 1. ask for an example out of the daily life of the participant 2. ask about the emotions surrounding that event: what did you think about it? did you like the activity? did you like the result? how did you feel while doing this? did you miss anything?" 3. take the participant into a more aspirational, future oriented state: "what would you like the experience to be? what would the ideal look like? if you had unlimited time and money, what would you to make this experience better for you? 4. let the participant draw, visualise, make things."
- 41. TOOL: CUSTOMER JOURNEY MAPPING SEE: http://www.slideshare.net/ brandriveninnovation/ consumer-journey-mapping
- 42. 10 TIPS VOOR SERVICE DESIGN 1. YOU DON’T DESIG NSERVICES BY YOURSELF 2. THE USER IS CENTRAL 3. OVERSEE THE ENTIRE CONSUMER JOURNEY 4. SERVICES ARE CONTEXTUAL 5. WORK MULTI-DISCIPLINARY 6. INVOLVE STAKEHOLDERS AND SPECIALISTS IN THE PROCESS 7. ITERATE AND PROTOTYPE 8. DEVELOP NEW BUSINESSMODELS 9. USE THE ORGANISATIONS CULTURE AS FOUNDATION 10. VISUALISE
- 43. There's a Service Design Network in the Netherlands http://www.servicedesignnetwerk.nl And an international one (SDN) http://www.service-design-network.org You'll find a good list of consultancies and other useful links at Jeff Howard's Blog http://designforservice.wordpress.com/ You'll find many practitioners at (service designers, design thinkers, etc) http://www.wenovski.com Ther's a great glossary at http://servicedesign.org/ An amazing collection of tools at http://www.servicedesigntools.org/ A list that represents a summary of the past thirty years of service design literature: http://www.howardesign.com/exp/service/
- 44. DESIGNING SERVICES WITH INNOVATIVE METHODS" IS NOW AVAILABLE AS AN E-BOOK (29 EURO'S) ORDER IT VIA http://www.ellibs.com/book/9789525018424 THIS IS SERVICE DESIGN THINKING BY MARC STICKDORN AND OTHERS A VERY GOOD COMPLIATION ON THE CURRENT STATE OF SERVICE DESIGN http://thisisservicedesignthinking.com/ BRAND DRIVEN INNOVATION BY ERIK ROSCAM ABBING ORDER IT VIA http://www.amazon.com/Brand-driven-Innovation-Required-Reading- Range/dp/294041128X/ref=sr_1_1? ie=UTF8&s=books&qid=1288735093&sr=1-1