u-crac 2013 - customer journey med ouroboros canvas

Co-designing business models

The Service Ouroboros: CoDesigning Service cycles

a tool to support innovation processes

Sune Gudiksen

¥  Tools and games to support innovation ¥  Design of products, services and business models ¥  Workshops again, again and again……

4

2

1

Sketching/Prototyping time (and space)

Ouroboros

3

Customer journeys & Service Blueprints

Agenda

Task

1 Ouroboros

Ouroboros?

Renewal of life and in!nity – Cosmos Continuity, Circularity, Cyclic Whole and Parts Alchemy and Magic Death and Life

2 Customer journeys & Service Blueprints

Products vs. Services

What is the difference? A Service is a series of interactions, clues, cues or touchpoints spanning over time and various spaces.

Service blueprint example

Customer journey example

Customer journey example

S"ckdorn  &  Schneider  2010  

Basic ideas ¥  Services expands over time and space

¥  Services are both intangible and tangible (in oppose to products that are mainly tangible)

¥  Services expands in a circular way and through cycles

¥  Services with a continuity, dynamic flavour

¥  Services related to disruption – creative destruction

The Service Ouroboros

Sketching/prototyping time (and space) 3

Prolonged/Returned use Short term / Long term (5 year, 3 year, 1 year)

Before-During-After

Time - based on relationship

Different Personas/Customer groups

Time - based on frequency

Addition & Subtraction

The Senses – Ways of learning

Visualisation (Eyes in play) Drawing (Hands in play)

The Senses – Ways of learning

Building (Hands in play) Bodystorming (Body in play)

Games: Rules & Procedures Brain ’throwing’

touchpoints Forced relationship Narratives

Reframing layers

¥  Dramatic structure Anslag – Opbygning – Klimaks - Outro

¥  Type of language Oral – Written – Visual – Bodily - Hand

¥  Type of interaction’ Social – (Traditional) technology – Digital technology

¥  Degree of user inputs Producer – Co-Created - Community

Task 4

¥  To reach mutual understanding between you as a group and

between the case owner and you

¥  To jointly explore future possibilities and create early sketches of ‘services’ and/or ‘service parts’

The Object of monday

The Object of today & tomorrow ¥  To plan the process in the Service Ouroboros for monday

Process example 1 – Returned use touchpoints

Making tangible personas (based on video clips)

Prolonged/Returned use

Selecting touchpoints for further development

Storyboarding a touchpoint

Reframing: "e layer of user inputs

Process example 2 – Existing company towards new direction

1, 3, 5 year situation Brain throwing touchpoint (combined with inspiration cards)

Randomize the layer

Bodystorming (act it)

Reframing: "e layer of ’language’

Process example 3 – Too many touchpoints

Addition & Subtraction

Sketching the actions in the touchpoints

Building in Lego a speci!c touchpoint

Bodystorming (act it)

Reframing: Applying a dramatic structure

Do you have any questions? Questions, s’il vous plaît