The Product Is Not Enough: Deliver Memorable Experiences With Service Design Primož Mahne
3 IN 4VSA PODROČJAIZOBRAŽEVANJE ZA PROJEKTNEGA IN PROCESNEGA MANAGERJAOperativni, taktični in strateški nivo
8
This advert allegedly appeared in New York Times recruiting men for the first ever expedition to Alaska (1910).
Joseph Pine, James Gilmore: The Experience Economy
COMMODITIES
GOODS
SERVICES
EXPERIENCEShigh
differentiation
low differentiation
price premiumprice war
Izobraževanje Intra Lighting, 18. december 2013
McLaren P1 GTR / Buy a Car, Get a Racing Driver Experience
10Source: cars.mclaren.com
Time
Service Recovery Paradox
Cu
stom
er S
atis
fact
ion
“Fuck-up” Service recovery
Customers with service failure and successful recovery
Customers without service failure
Izobraževanje Intra Lighting, 18. december 2013
Ritz Carlton / Every Employee: 2.000$ Budget “To Make It Right” in Case of Service Failure
14Vir: cars.mclaren.com
Izobraževanje Intra Lighting, 18. december 2013
Volvo / Ecosystem for New Services
20Vir: cars.mclaren.com
Imagine two persons:
• born in 1948 in Great Britain, • married, successful and wealthy, • have at least two kids, • both love dogs, • their favourite vacation destination is in the Alps.
Source: Stickdorn, Schneider, This Is Service Design Thinking
“If I had asked people what they wanted, they would have said faster horses.” Henry Ford, Founder of Ford Company
DESIGN RESEARCH ≠ MARKET RESEARCH
Market research Design research
what/who? why/how?
what people will buy why they will buy it
stat. large sample small sample
wide insight focused insight
business decisions innovation, R&D, iterations
quantitative: numbers qualitative: behaviour
looking back looking forward
at the end of the project beginning of the project begins
Users evaluate
33
We assume, we know users’ needs
ProductionMarket launch
Corrections, corrections!
Prototype solutions
Iterate, test, improve
Market launch
Chances for success improved
Design process based on assumptions
Design process based on user insight
We ask users for insights
35
0% 20% 40% 60% 80% 100%
Companies: “We offer a great experience”
Users: “Yes, I agree”
Source: Bain Customer Led Growth diagnostic questionnaire
There is Definitely Room for Improvement:
PRE- PURCHASE
EXPERIENCE
Vir: Design Management Institute Review
POST- PURCHASE
EXPERIENCE
PURCHASE EXPERIENCE
BRAND TOUCHPOINTS
7. When Multinational Companies, Consulting Firms and the US Army Start Using it, You Know It Really Works.