‘servicise – thinking beyond products’ workshop @ next 2013

Servicise:Thinkingbeyondproducts

N E X T 2 0 1 3 / A P R I L 2 3 , 2 0 1 2

Katrin Dribbisch &Martin Jordan,Service Design Berlin

What to expect from today

• Why service design matters• Designing products vs. designing services • Service design mindset• Useful service design tools

What?

Who?

How?• Hands-on session

KatrinPhD Candidate,University ofPotsdam

Who are we?

ManuelService Designer,Fjord

OlgaCommunityManager,Stylemarks

MartinUser Experience,Nokia

Why service design matters

A Shift From Manufacturing ...

Sources: Government Accountability Office; Bureau of Labor Statistics

— New York Times, January 22, 2012

Almost certainly you are building a service, not a product.

Services could be considered the new products.

Products do not vanish but are embedded in an ecosystem. This service ecosystem encompasses all touchpoints with the user.

In other words ...

From products to services

“[Everything] that you can’t drop on your foot, ranging from hairdressing to websites.”

What is a service?

— M AT T H E W B I S H O P The Economist

* – in ‘Essential Economics: An A to Z Guide’, 2004

*

The difference between a ...

P R O D U C T S E R V I C E

A pre-produced,finished thingwaiting on theshelf to be picked up by a consumer.

A pre-planned set of activities waiting to be shaped and executed in inter-action with a user.

Hybrids

Past

Product Service

Present

Product Service

Service Product

— The Product Service Hybrid (after Spath / Ganz)

Future

Service

Product

(Amazon Kindle)(Car) (Car sharing)(Laundry) (iPod)

Let‘s look at an example.

R E C O R D S T O R E I T U N E S

has limited space for records, fixed opening hours and is dependent on its location – staff knows your taste

has almost unlimited digital storage for all kinds of music, is always and from anywhere accessible – Genius knows your taste

P R O D U C T D E S I G N

singular object & usage thinking

S E R V I C E D E S I G N

thinking of user flows, touchpointsand ecosystem

Designing products vs. services

How canone thinkof singleproductsstill?

Images: Daimler AG

communicate

drive

welcome

register

locate

enter

startenjoy

A service design mindset

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

Icons: Ugur Akdemir / The Noun Project

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

Icons: Ugur Akdemir / The Noun Project

Image: Inter IKEA Systems B.V.

useful

Image: Thomas Hawk / Flickr

usable

desirable

Image: Maxene Huiyu / Flickr

Image: Deutsche Post DHL

effective

distinctive

Image: atmtx / Flickr

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

Icons: Ugur Akdemir / The Noun Project

iterative

user-centred

collaborative

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

Icons: Ugur Akdemir / The Noun Project

Useful service design tools

Tools & deliverables

User research..........Personas..................

User Journey............

Business model canvas......................

Service Blueprint.....

Service prototype....

What is the user needWho is the target audience

How does the customer experience the service What is the business model

The user & business view on the serviceHow does the service feel like

Tools & deliverables

User research..........Personas..................

User Journey

Business model canvas......................

Service Blueprint

Service prototype....

We would like to use these in our hands-on session

Service Blueprints are …

•a way of visually mapping out the complexity of services

•aligning frontstage customer experience with backstage business processes

•offer a simultaneous user-centered and enterprise-centered focus

What? E X A M P L E B Y S R I S H T I R A O

What? K E Y A S P E C T S

Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project

Frontstage(seen by customer)

Backstage(not seen bycustomer butnecessaryto performance)

L I N E O F V I S I B I L I T Y

user / customer journey - phase by phase, step by step

channels / touchpoints - channel by channel,touchpoint by touchpoint

backstage processes - stakeholder by stakeholder,action by action

What? C O M P O N E N T S

Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project

Customer Actions

Onstage / Visible Contact Employee Actions

Backstage/Invisible Contact Employee Actions

Support Processes

Physical Evidence

L I N E O F V I S I B I L I T Y

L I N E O F I N T E R A C T I O N

I N T E R N A L I N T E R A C T I O N

Why?

understand how different parts of a service work as a whole

break down barriers between business units

coordinate parallel workstreams

reveal opportunities for joining up processes

When?

analysing an existing service

creating a new service

ExerciseFrom user journey to service blueprint

Task 1Describe theuser journeyfor your persona

(15 min)

Servicise - Thinking beyond products

Elevator Pitch & Persona for “Kitchensurfing”

Lars, 37Freelance Developer

...thinks

...feels

...says

...does

I love the variety of dishes that I can get with Kitchensurfing.

I don’t want to have the hassle of cooking and I hate doing the dishes.

Always books the same two chefs, because he loves the dishes that they cooked for him.

I want to impress my friends when they come over.

For TARGETCUSTOMER

CUSTOMERNEED

SERVICENAME

MARKETCATEGORY

who

in

that

Unlike

the service

is a

ONE KEYBENEFIT

COMPE!TITION

LOCATION"STREET#

UNIQUEDIFFEREN!TIATOR

What he...

Food loversdon’t want to cook themselves at private dinner events

Kitchensurfingmarket place for chefsBerlin & New York

brings chefs into their customers home

a catering serviceestablishes a close connection

between the cook and the customer

Task 2Identify the most important touchpoints

(15 min)

Servicise - Thinking beyond products

Service Blueprint: User Journey & Touchpoints

AwareThe point when the user first learns about the service

From: “Service Design - From insights to implementation” by Andy Polaine et al.

The sign-up or registration phase

The usual usage period of the service

The user’s expanding usage of the service

The point when the user finishes using the service (for a single session of forever)

Join Use Develop Leave

Touchpoints

Task 3Visualise thebackendprocesses forthis service(15 min)

Servicise - Thinking beyond products

Service Blueprint: Backstage processes

From: “Service Design - From insights to implementation” by Andy Polaine et al.

Line of visibility

Take-away

combine user-centered and business-centered perspectives

think beyond products, rather envision the ecosystem of a service

understand how different parts of a service work as a whole

Reading recommendations

Andy Polaine et al.:‘Service Design:From Insight toImplementation’

Marc Stickdorn /Jakob Schneider et al.: ‘This is ServiceDesign Thinking’

Mary Jo Bitner et al.:‘Service Blueprinting: A Practical Technique for Service Innovation’

Questionsplease!

servicedesignberlin.de

@SD_Berlin

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