Contextual Service DesignHarnessing Digital Disruption

‣ 185 Employees ‣ Inc. 500/5000 - Five years running ‣ Top 100 Digital Firms ‣ Fortune, Consulting Magazine: Best Places To Work ‣ 4.9 stars on GlassDoor, 98% Employee Retention ‣ 9 Patents, 1 Emmy ‣ 211 Apps (and counting) ‣ 29.4M Downloads

Our mission is to transform the way the world does business through the use of contextual technologies

Delivering value to our strategic partners by designing and building apps for the world’s largest brands

solstice at-a-glance

The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it…

!

- Mark Weiser

concepts

today’s agenda

trends takeaways33 3

PROPRIETARY & CONFIDENTIAL

three conceptsthe foundation for digital transformation

what’s a service?

services are everywhere !

60-70% of industrialized nations’ GDP is from services !

Most products today are combined with services (buying, support, maintenance, decommissioning, etc.) !

Services are customer and employee facing

concept #1

Cross-Functional Ideation

User Research

service design Borrowing from many of the disciplines of user experience design, service design is a human-centered approach that focuses on the holistic customer experience across digital and physical channels.

Rapid Experimentation

Service Design

concept #1

service design in action: easing travel frustrations Getting

to the Airport Check-In Waiting at the Airport Inflight Arrival Getting to the

Destination

!Worried about getting to the airport on time

!Overwhelmed by

crowds/lines

!Uncomfortable,

crowded waiting areas

Feel stuck & bored

!Bored

Uncomfortable

!Worried checked bags were lost

!Stressed trying to

connect with people

!Contextual travel notifications let you know when to leave for the

airport

Airline Transport

!Ability to skip the checkin line via mobile checkin

TSA Pre

!!

Wifi available

Airport lounges

!Digital Entertainment

& Wifi

Westin Heavenly Bedding

Glass Bottom Plane

Innovation Class

!!

Ability to track bags digitally

!!

Cell phone waiting lots ease pickups

Customer journey with an airline

Feel

ings

Serv

ice

Solu

tions

concept #1

PERSONALCOMPUTING

MOBILECOMPUTING

CONTEXTUALCOMPUTING

INFORMATIONACCESS Anytime Anywhere ANYTHING

USER INTERFACES Mouse Touch NATURAL

DATA ACCESS Complex Consumption Simple Consumption UBIQUITOUS COLLECTION

HUMAN COMPUTER

INTERACTIONMulti-Step Single Action Triggers “LET ME TELL YOU”

THE INTERNET OF THINGS

NATURAL USER INTERFACES

BIG DATA

CONTEXTUAL AWARENESS

contextual computingconcept #2

Big Data technologies can store billions of data points from mobile and IoT devices, and use it to push relevant information to contextually aware platforms.

INTE

RA

CT

WIT

H

HTIW TCARETNI

OFNI R

OSNES SDNES

ATA

D LA

NRETXE SEDIVORP

PROVIDES WISDO

MSENDS CONTEXT

BigData

ContextualAwarenessPlatforms

Internetof Things

NaturalUser

Interfaces

the contextual ecosystem

concept #2

Maintain Competitive Advantages: Successful digital solutions are an extension of the core competency, allowing the business to create efficiencies or generate new revenue streams

Collaborate: To understand the needs and opportunities, create cross functional teams and keep digital experts involved in every step of the process

DoLet Digital Disrupt the Core Business: Business need to continue to invest in their core, physical solutions that made them successful in the first place

Work in Silos: Solutions need to flow across all parts of the business in order to create efficiencies and meet consumer expectations

Don’t

digital + physical = digical

digital physical mashups

Customers have tightly integrated their digital and physical lives. Successful businesses are beginning to do the same utilizing connected devices, cross channel experiences and sensor aware ecosystems.

concept #3

Nordstrom is extending their reach and creating a new revenue stream with the acquisition of Trunk Club

• Same core consumer

• Same high end service

• Embracing millennials who want to shop online

Macy’s is strengthening their core offerings through omni-channel solutions

• Meeting consumers’ expectations that the digital and physical worlds are seamlessly connected

• Found that locations with digital & physical solutions were 5x more profitable

retailers embracing digical solutions

Stores with a digital & physical presence are 5x more profitable

concept #3concept #3

digital physical mashups

Digital Physical Digical New ventures that are 100% digital solutions

Doctor on Demand Instant visit with a physician for only $40 through a mobile app

Mayo Clinic - Better App Capitalizing on Mayo’s great reputation and extending their expert knowledge through a

mobile app

Bring together the digital and physical — create new opportunities that capitalize on the

competitive advantages of the physical business

Conduct business as usual, ignoring digital changes because they don’t realize the

impact they may have

Traditional Healthcare Centered around the patient

coming to the physical building

healthcare gets digicaldigital physical mashups

concept #3

PROPRIETARY & CONFIDENTIAL

three trendsdriving contextual service capabilities

prescriptive analyticsVa

lue

Difficulty

Hindsight

Insight

Foresight

How can we make it happen?

Prescriptive Analytics

What will happen? Predictive AnalyticsWhy did it happen?

Diagnostic Analytics

What happened? Descriptive

Analytics

Information

Optimization

trend #1

Low-cost transmitters broadcasting unique identifiers use Bluetooth Low Energy (BLE). Beacons trigger an action when a compatible device is within its proximity.

iOS 7 - iPhone 4s or greater Android 4.3 and up - High-end devices

proximity based interactions: beacons

trend #2

proximity interactions: smart office trend #2

proximity interactions: smart office trend #2

small data vs. big data integration

trend #3

Enable new lines of business

Add ecosystem entry points

Create Task Specific Tools

Connect the physical & digital

Differentiate to meet unique needs

Reach new consumers

Enhance experiences

small data integration: app unbundlingEnterprises are moving from one-size fits all, feature packed apps to task specific apps that capture the micro mobile moments

trend #3

Interface Extensions

small data integration: inter-app communication

trend #3

Action Extensions

PROPRIETARY & CONFIDENTIAL

three takeawaysactionable insights and deliverables

sample service design deliverables

User Personas Service BlueprintJourney MapEach represents a specific segment of the market

Help to understand the goals, needs, and feelings of unique customer groups

Created through interviews, surveys, and observations of customers

Show the customers feelings at different touch points throughout their journey

Identify opportunities to provide service solutions to address negative feelings at various touch points

Created by cross functional teams using personas, data, and customer feedback

Customer touch points mapped to relevant business actions and processes

Includes both direct interactions with the customer and internal processes

Created by cross functional teams with a deep understanding of customers and business operations

takeaway #1

service design

lean ux

agile delivery

next generation delivery modelsM

anag

emen

t Con

sulta

ncy

(Cor

p St

rate

gy)

Des

ign

Agen

cy

(Mar

ketin

g/Pr

oduc

t)

Tech

nolo

gy In

tegr

ator

(IT

)

From:

takeaway #2

To:

From To

Building Apps Designing Service Driven Experiences

BYOD Communicators Corporate Owned Innovation Platforms

Buying Software Service Enabling Existing Software

Cloud Based Integration Contextual Integration

On Demand Pull Prescriptive Push

contextual architecture considerations

takeaway #3

solstice-mobile.com/contact-uslet’s build something together. . .