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The service (r)evolution is happening today!Will your company be part of it?
Edwin Lieftink, Tieto 2009
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Service (r)evolution drivers
- The Service economy is boomingProduct companies are changing into service companies by adding services to accompany their products.
- The product market is satisfiedMass production and technological innovation have lead to products that more and more resemble each other. Consumers are taking the basic functionality and basic standerd of quality for granted.
- Technology enables servicesModern technologies like internet, telecommunications, wireless devices working as service enablers. But the true revolution lies in the convergence of these technologies.
- Humans have individual needsDependent on context and situation customers have different needs for the same service. Even a single customer can have different needs on different occassions. These needs clearly go beyond different packaging for the same product.
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The service economy
Commodities > Products > SERVICES > Experiences
CO
MPE
TITI
VE
PO
SITI
ON
Undifferentiated
Differentiated
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The business rationale: Increase customer value through optimized service design
Source: Philip Rosenthal
Customer value
Increaseconversion rate
Leads
Time
Increase totalcustomer value
Improvecustomer loyalty
Decrease cost forcustomer relationshipmanagement
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Service Design: Changing focus point
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Outside-in instead of Inside-out
Focused on TASKS(product, features)
Focused on EXPERIENCES(people, activities, context)
UsersCompany
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Service Design: Machine vs. System
The MachineTraditionally Interaction Design is centered on the relation man with a machine or service, where goals and activities are well defined.
The SystemWhat happen if the ‘Machine’ is broken down into a network made of services and distributed applications?
What happens if interaction is not longer based on functional and clear goals, but becomes an open and borderless experience where the main goal is living the experience itself?
Source: Gianluca Brugnoli
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“Service design is the design of the overall experience of a service as well as the design of the process and strategy to provide that service.” - Stefan Moritz
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Example: The TomTom experience
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iPhone
Personal Navigation Device
Navigator
Desktop ApplicationMaps
Philips Net TV
Plan a route
Webshop
Show/About
Mobile Media Players
Smart Phone
Live Services
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The TomTom system
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iPhone
Personal Navigation Device
Navigator
Desktop ApplicationMaps
Philips Net TV
Plan a route
Webshop
Show/About
Mobile Media Players
Smart Phone
Live Services
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The TomTom system
iPhoneiPh
Personal Navigation Device
Navigator
MMMaps Live ServicesL
ROUTE
Desktop AppDesktop AppDesktop App
Webshop
Show/About
MANAGE
PLAN / BUY / SUBSCRIBE
n Mobile Media Playersedia Players
ne
plicationoplicatiplicati
Plan a route
Smart Phoon
SHARE / EXPLORE
Philips Net TVPhilips Net TV
PUBLISH / VIEW
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iPhone
Personal Navigation Device
Navigator
Desktop ApplicationMaps
Philips Net TV
Plan a route
Webshop
Show/About
Mobile Media Players
Smart Phone
Live Services
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The TomTom system
iPhoneiPh
Personal Navigation Device
Navigator
MMMaps Live ServicesL
OUTDOOR
DeDeDe
Webshop
Show/About
srs
hoone
Plan a route
M bil Media Player
Smart Ph
OUTDOOR
Philips Net TVPhilips Net TV
Desktop Appesktop Appesktop App rsrsplicationoplicatiplicati Mobile Media Playeredia Player
LIVING ROOM
INDOOR
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Customer journey
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A
B
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Customer journey
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A
B
A
B
DIFFERENT
Configurations
Interfaces
Context
Interactions
Results
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Plan a route ExploreGoalAdditional
informationRoute Explore
Service touchpoints
S E V I C E D E S I G N
PREPARE TRIP ARRIVAL
CUSTOMER JOURNEY Parking
Mobile
PND
Automotive
Laptop / PC
TV
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Service Design principles
- Many customer journeys are possible, there is NO best way.
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- The whole is more important than the parts, design the system.
- Users are always in the center: they are the protagonist which freely and actively connects the touchpoints.
“Service Design integrates management, marketing, research and design. It acts as an interface and connects organisations and clients in a new way.” - Stefan Moritz
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ThanksEdwin Lieftink