Service design introduction – designship – stefan moritz
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This document discusses service design and its importance. It notes that service design is a methodology that can improve customer experiences and make enterprises more profitable. It argues that companies need to become customer-obsessed in order to gain a sustainable competitive advantage in today's economy. Effective service design can create mutual value by delivering useful, usable, and desirable customer experiences while also making enterprises more efficient, effective, profitable, and sustainable with lower risk of failure.
Service design introduction – designship – stefan moritz
- 1. DESIGN BEYOND PRODUCTS Stefan Moritz – SVID, Stockholm 2012 Stefan Moritz – Stockholm 2012
- 2. WELCOME! What is your favourite service? Stefan Moritz – SVID, Stockholm 2012
- 3. TODAY What is service? What is service design? 3 How does it work in practice? Preparations for Wednesday’s workshop Stefan Moritz – SVID, Stockholm 2012
- 4. Stefan Moritz – SVID, Stockholm 2012
- 5. QUALITY GAP – PRODUCT & SERVICE DESIGN Stefan Moritz – SVID, Stockholm 2012 https://secure.red-dot-store.de/out/pictures/4/slide_c.jpg http://www.passiveaggressivenotes.com/2007/07/29/this-is-why-your-server-is-cranky/
- 6. 32 Stefan Moritz – SVID, Stockholm 2012 Country: USA / Client: Boeing CAS / Consultancy: EffectiveUI CASE STUDY
- 7. 32 Stefan Moritz – SVID, Stockholm 2012 Country: UK / Client: Southern Water / Consultancy: IDEO CASE STUDY
- 8. 32 85%? 5% 99%! Stefan Moritz – SVID, Stockholm 2012 Country: Sweden / Client: SEB / Consultancy: Transformator Design CASE STUDY
- 9. SIGNIFICANT PARADIGM SHIFT From the industrial society To the networked society Stefan Moritz – SVID, Stockholm 2012
- 10. SHIFT 01 Things Experiences 5 Stefan Moritz – SVID, Stockholm 2012
- 11. SHIFT 02 Owning Using 6 Stefan Moritz – SVID, Stockholm 2012
- 12. SHIFT 03 Inside out Outside in 7 Stefan Moritz – SVID, Stockholm 2012
- 13. ECONOMY TRANSFORMATION Service Dominant Logic 8 Product Culture Remainder Stefan Moritz – SVID, Stockholm 2012
- 14. SOURCES OF DOMINANCE Age of Age of Age of Age of Manufacturing Distribution Information The Customer 1900–1960 1960–1990 1990–2010 2010–? Mass manufacturing Global connections Connected PCs benefit Empowered buyers boosts industrial make distribution key. those who control demand a customer powerhouses. information. focus. Stefan Moritz – SVID, Stockholm 2012 Ford, RCA, GE, Boeing, Walmart, Toyota, UPS, Microsoft, Google, Southwest Airlines, P&G, Sony CSX Dell, Capital One Amazon, USAA, ... Outside In: The Power of Putting Customers at the Center of Your Business (Amazon Publishing)
- 15. Commodity Product Service Experience Stefan Moritz – SVID, Stockholm 2012 Progression of Economic Value – Experience Economy (Pine & Gilmore, 1999)
- 16. MUTUAL VALUE Transformation? Value for the organisation Experience Service Stefan Moritz – SVID, Stockholm 2012 Product Commodity Value for customers
- 17. 8 “Service is everything that can’t fall on your feet.” THE ECONOMIST Stefan Moritz – SVID, Stockholm 2012 Illustration by Jeffery Callender & Peter Morville
- 18. SERVICES ARE DIFFERENT You have to be there. It happens over time. 25 You don’t own it but use it. Stefan Moritz – SVID, Stockholm 2012
- 19. SERVICE DESIGN DEFINITION | Methodology to help improve or 11 innovate service experiences that result in more satisfied customers AND more profitable enterprises Stefan Moritz – SVID, Stockholm 2012
- 20. 20 Stefan Moritz – SVID, Stockholm 2012
- 21. 1984 20 Stefan Moritz – SVID, Stockholm 2012
- 22. 1991 1984 20 Stefan Moritz – SVID, Stockholm 2012
- 23. 2002 1991 1984 20 Stefan Moritz – SVID, Stockholm 2012
- 24. NOT 2002 1991 1984 20 Stefan Moritz – SVID, Stockholm 2012
- 25. Stefan Moritz – SVID, Stockholm 2012 Service Design – Practical Access to an evolving field. Stefan Moritz, 2005
- 26. You are a service designer. 15 Stefan Moritz – SVID, Stockholm 2012
- 27. Why do we need (to get better at) 22 service design? Stefan Moritz – SVID, Stockholm 2012
- 28. The check-in girls Melody & Keeley 23 Courtesy of “Come Fly With Me - BBC One” Stefan Moritz – SVID, Stockholm 2012
- 29. 24 Stefan Moritz – SVID, Stockholm 2012
- 30. 24 Stefan Moritz – SVID, Stockholm 2012
- 31. “80% of companies believe they deliver outstanding value and a superior customer experience. 20 8% of their customers agree.” Stefan Moritz – SVID, Stockholm 2012 Source: Bain & Company
- 32. CUSTOMER OBSESSION “Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can’t save you. In this age of the customer, the only sustainable 16 competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed. Those that master the customer data flow and improve frontline customer staff will have the edge.” Stefan Moritz – SVID, Stockholm 2012 Forrester report, Competitive Strategy in the Age of the Customer
- 33. CUSTOMER OBSESSION The successful companies 16 will be customer-obsessed. Stefan Moritz – SVID, Stockholm 2012 Forrester report, Competitive Strategy in the Age of the Customer
- 34. MUTUAL VALUE 35 Satisfied Customers + Profitable Enterprises + Lower risk of failure Stefan Moritz – SVID, Stockholm 2012
- 35. MUTUAL VALUE 35 Useful Usable Desirable + Profitable Enterprises + Lower risk of failure Stefan Moritz – SVID, Stockholm 2012
- 36. MUTUAL VALUE 35 Useful Efficient Usable Desirable + Effective + Lower risk of failure Sustainable Stefan Moritz – SVID, Stockholm 2012
- 37. MUTUAL VALUE 35 Useful Efficient Value Usable Desirable + Effective + Validation Participation Sustainable Stefan Moritz – SVID, Stockholm 2012
- 38. So what is so special about service design? 17 Stefan Moritz – SVID, Stockholm 2012
- 39. Service Design PROTOTYPING EMPATHY HOLISTIC experience with human beyond prototyping empathy products & screens Stefan Moritz – SVID, Stockholm 2012
- 40. Holistic Thinking Customer Experience Empathy Prototyping Stefan Moritz – SVID, Stockholm 2012
- 41. IDEAS 1 What do we need to build to find 3 What could we out if it works? change to make it work better? INSIGHTS PROTOTYPES Stefan Moritz – SVID, Stockholm 2012 2 What did we learn?
- 42. FROM OWNING TO USING Stefan Moritz – SVID, Stockholm 2012
- 43. Stefan Moritz – SVID, Stockholm 2012
- 44. Stefan Moritz – SVID, Stockholm 2012
- 45. Stefan Moritz – SVID, Stockholm 2012
- 46. Stefan Moritz – SVID, Stockholm 2012
- 47. Stefan Moritz – SVID, Stockholm 2012
- 48. Stefan Moritz – SVID, Stockholm 2012
- 49. FROM OWNING TO USING $100M Stefan Moritz – SVID, Stockholm 2012
- 50. Service Design EXPERIENCE HUMAN HOLISTIC PROTOTYPING EMPATHY THINKING Stefan Moritz – SVID, Stockholm 2012
- 51. HOLISTIC THINKING Stefan Moritz – SVID, Stockholm 2012
- 52. Culture 34 Business Brand Model Service Design Value Authenticity Utility Stefan Moritz – SVID, Stockholm 2012 Source: Paul Sims
- 53. “The only people that see the bigger picture 26 of any company are their customers.” Stefan Moritz – SVID, Stockholm 2012
- 54. I don’t buy shoes. 36 Stefan Moritz – SVID, Stockholm 2012
- 55. People buy a drilling machine – 30 what they Stefan Moritz – SVID, Stockholm 2012 really need is holes in the wall
- 56. Selling products 37 Delivering services Stefan Moritz – SVID, Stockholm 2012
- 57. Small actions are better than 38 big words Stefan Moritz – SVID, Stockholm 2012
- 58. New currencies 39 Stefan Moritz – SVID, Stockholm 2012 TIME / KUDOS / FEEDBACK / POINTS /…
- 59. Anders Frostenson 2010 27 Stefan Moritz – SVID, Stockholm 2012
- 60. Anders Frostenson 2010 27 Stefan Moritz – SVID, Stockholm 2012
- 61. Ergonomidesign Stefan Moritz – SVID, Stockholm 2012
- 62. Stefan Moritz – SVID, Stockholm 2012
- 63. HUMAN EMPATHY Stefan Moritz – SVID, Stockholm 2012
- 64. The hospital story 50 Stefan Moritz – SVID, Stockholm 2012
- 65. PERSONA Stefan Moritz – SVID, Stockholm 2012
- 66. Stefan Moritz – SVID, Stockholm 2012 diptychs of Jason Travis http://www.flickr.com/photos/jasontravis/5296248879/sizes/l/in/set-72157603258446753/
- 67. VIRGIN ATLANTIC UPPERCLASS The extended customer journey Stefan Moritz – SVID, Stockholm 2012
- 68. CUSTOMER JOURNEY ONGROUND TRAVEL ONGROUND TR AVEL Branded Fast Track Security Check Lounges/ 36 Lounges/ Branded Fast Track Security Check Branded Branded baggage drop Waiting area Waiting area baggage drop Check-in Go to Go to counters Gate Gate Check-in counters Self service Boarding/ Boarding machines Signage SIGNAGE/ Orientation Take off Take off SIGNAGE/ Orientation Arrival airport Service Service Arrival at home aiport INFLIGHT EXPERIENCE Transportation Work/ Entertainment/ Work/ Entertainment/ Stefan Moritz – SVID, Stockholm 2012 Socializing/ Sleeping Socializing/ Sleeping Transportation Activities/ Hotel/ Arrival Arrival destination Meeting Booking PRE TRAVEL Choice/ Decision Transfer to airport Transfer to airport HOME Transportation Baggage pick-up Baggage pick-up Transportation DESTINATION ONGROUND TRAVEL Anders Frostenson 2011
- 69. CUSTOMER JOURNEY &'()*+,-./*'-0,1.234 CONSIDERATION EXPERIENCE !"#$$%" :9 =%6 &'%() !"#$!%# +(*&,&"' $*%&"' Stefan on McKinsey research with 20000 participants, 2009 Based Moritz – SVID, Stockholm 2012 5#67!#687&!#9: SATISFACTION EVALUATION &"'()*+,
- 70. ochschue Luzern Stefan Moritz – SVID, Stockholm 2012
- 71. 60 Stefan Moritz – SVID, Stockholm 2012
- 72. ochschue Luzern Stefan Moritz – SVID, Stockholm 2012
- 73. EXPERIENCE PROTOTYPING Stefan Moritz – SVID, Stockholm 2012
- 74. “You can fix it on the drafting board with an eraser, 60 or on the construction site with a sledgehammer.” Stefan Moritz – SVID, Stockholm 2012 Frank Lloyd Wright
- 75. “It’s easier to act your way into a new way of thinking, than think your way 61 into a new way of acting.” Stefan Moritz – SVID, Stockholm 2012 Richard Pascale
- 76. Experience prototyping 33 Stefan Moritz – SVID, Stockholm 2012
- 77. Experience prototyping 33 Stefan Moritz – SVID, Stockholm 2012
- 78. Stefan Moritz – SVID, Stockholm 2012
- 79. SPECTRUM OF FIDELITY 64 Stefan Moritz – SVID, Stockholm 2012
- 80. Carnagie Mellon University Stefan Moritz – SVID, Stockholm 2012
- 81. Porta di Accesso a Roma Archeologica Stefan Moritz – SVID, Stockholm 2012 DARC Research and Consulting | Domus Academy
- 82. Stefan Moritz – SVID, Stockholm 2012
- 83. TOOLBOX + MINDSET Stefan Moritz – SVID, Stockholm 2012
- 84. Anders Frostenson 2010 27 Stefan Moritz – SVID, Stockholm 2012
- 85. COLLABORATION ZONES SERVICE 30 DESIGN Stefan Moritz – SVID, Stockholm 2012 Understanding Thinking Generating Filtering Sensualisation Realising »
- 86. Understanding Finding out and learning 92 Customer Mystery Shadowing Portrait Shopping Stefan Moritz – SVID, Stockholm 2012 Draw the Inconvenience 5 x Why? Experience Analysis
- 87. Thinking Giving strategic direction 98 Hot Tangible Value Spot Data Matrix Stefan Moritz – SVID, Stockholm 2012 Think SWOT Manifesto Tank
- 88. Developing concepts Generating 108 Open Body 20 Ideas Source Storming Storming Stefan Moritz – SVID, Stockholm 2012 Unfocus Randomiser Sketching Group
- 89. Selecting the most relevant Filtering 109 Card Sticker Expert Sorting / Voting Evaluation Clustering Stefan Moritz – SVID, Stockholm 2012 Customer Criteria Value Walkthrough Ranking Matrix
- 90. Enabling understanding Sensualisation 110 Tomorrows Mood Storyboard Headlines Film Stefan Moritz – SVID, Stockholm 2012 Customer Vision Scenario Journey Mock-ups
- 91. Realising Making it happen 111 Back Business Service Casting Model Blueprint Stefan Moritz – SVID, Stockholm 2012 Experience Guide Improv Prototype Tools Training
- 92. STARTING POINTS 18 Innovation Value creation Collaboration Stefan Moritz – SVID, Stockholm 2012
- 93. Stefan Moritz – SVID, Stockholm 2012
- 94. Stefan Moritz – SVID, Stockholm 2012 http://servicedesigntools.org/ http://servicedesignbooks.org/
- 95. REFLECTION How will you use today’s input? Stefan Moritz – SVID, Stockholm 2012
- 96. THANK YOU! 36 Stefan Moritz – SVID, Stockholm 2012 st_moritz stefan@plusMoritz.com
- 97. 3 groups 74 Stefan Moritz – SVID, Stockholm 2012
- 98. Room for death Art and handicrafts for palliative care 75 Stefan Moritz – SVID, Stockholm 2012
- 99. ROOM FOR DEATH Art and handicrafts for palliative care 84 7 5 A room when one is awaiting death is not like other rooms. Stefan Moritz – SVID, Stockholm 2012 Can carefully designed milieus influence patients’ and relatives’ experiences of the final stages of life?
- 100. OUR BRIEF “What service concepts can we sketch out that will improve the final stage of life 85 for terminally ill patients and their families?” 7 5 Stefan Moritz – SVID, Stockholm 2012
- 101. DESIGN BEYOND PRODUCTS Stefan Moritz – SVID, Stockholm 2012 Stefan Moritz – Stockholm 2012