sdn conference paris 2012
Post on 15-Sep-2014
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DESCRIPTION
What makes one service more remarkable than another? Which experiences make people return to a business or place? This hands-on workshop at ‘SDN Conference Paris 2012’ invited to compile, discuss and cluster well-designed services. Building on the effort from a previous session the goal is to build an interactive ‘Service Map’ as web application. The SDN’s PhD day took place at Parsons Design School in ParisTRANSCRIPT
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Mappingoutstandingserviceexperiences
S D N C O N F E R E N C E PA R I S / O C T O B E R 2 8 , 2 0 1 2
Katrin DribbischManuel GroßmannMartin Jordan &Olga Scupin,Service Design Berlin
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MartinUser Experience,Nokia
KatrinPhD Candidate,University ofPotsdam
Who are we?
OlgaBusiness &Media Studies
ManuelDesigner,Fjord
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What are we doing?
service design meet-ups
Connecting
talks & conference workshops
Learning
design jams
Experiencing
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Service DesignEssentials
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“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
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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.”
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Image: Inter IKEA Systems B.V.
useful
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usable
Image: Thomas Hawk / Flickr
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desirable
Image: Maxene Huiyu / Flickr
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effective
Image: Deutsche Post DHL
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distinctive
Image: atmtx / Flickr
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“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.”
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“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
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touchpoints
Image: Thomas Manss & Company
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value
Image: Nokia
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“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.”
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Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
AaG R A P H I CD E S I G N 2D
P R O D U C TD E S I G N 3D
+Z-axis(spatial depth)
I N T E R A C T I O ND E S I G N 4D
+T-axis(temporal dimension)
Contact
S E R V I C ED E S I G N 5D
+ W-axis(multi-local simultaneity)
Snap
Dimensionsof design
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Exploring Service Types
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Service as acore product
vs
Service as anadditional offering
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KochhausS E R V I C E A S C O R E P R O D U C T
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S E R V I C E A S C O R E P R O D U C TKochhaus
The service (from a user’s perspective):I can conveniently prepare a meal(ingredients & recipe are provided)
Does it generate direct revenue?Yes
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OstradS E R V I C E A S A D D I T I O N A L O F F E R I N G
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Ostrad
The service (from a user’s perspective):I can leave my bike without hassle.
Does it generate direct revenue?No.
Does it improve the perception of the brand or the core product?Yes.
S E R V I C E A S A D D I T I O N A L O F F E R I N G
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FleuropS E R V I C E A S C O R E P R O D U C T
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Fleurop
The service (from a user’s perspective):I can send flowers to anyone, anywhere.(flowers & delivery on time)
Does it generate direct revenue?Yes.
S E R V I C E A S C O R E P R O D U C T
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IKEA SmålandS E R V I C E A S A D D I T I O N A L O F F E R I N G
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IKEA Småland
The service (from a user’s perspective):I get free childcare while shopping at IKEA.
Does it generate direct revenue?No.
Does it improve the perception of the brand or the core product?Yes.
S E R V I C E A S A D D I T I O N A L O F F E R I N G
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Let’s getstarted
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Our goalTo spot outstanding service experiencesand build a digital interactive map
Our approachTo create an open platform to showcase them /to map them, to let everyone study & analyse them
But ...We need to find them first
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Task 1Collect service types
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Persona-driven memory
Think about great service experiences that you know of.
Use the persona as inspiration & memory trigger.
Which services (that already exist) would they use?
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recently retired man,age of 67
successful travelling sales woman,age of 42
student in love, age of 24
single father, age of 37
European travellerin Hong Kong, age of 31
Through the eyes of …
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Work sheet Mapping outstanding service experiences
For recently retired man, age of 67
Monday
Morning
Noon
Tuesday Wednesday Thursday Friday SundaySaturday
Evening
Night
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Task 2Describe services
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Work sheet
How does it look?
What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
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KochhausS E R V I C E A S C O R E P R O D U C T
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What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
a foodie & chef at homehas way too little time
Kochhaus supermarketEberswalder Str. & Hauptstraße
offers pre-compiled recipesKaisers, Perfetto or Proviant
offers all ingredientsin 1 single shop w/o need running thru the city
×
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OstradS E R V I C E A S A D D I T I O N A L O F F E R I N G
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What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
urban shoppersride the city by bike
Ostrad bike storePrenzlauer Berg & around Winsstr.has bike racks all over the kiezother bike stores
of Ostrad assists mebeyond their own store & at other stores
×
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Task 3Help others find your favorite service
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Locate your services
physical digital
Icons: Olivier Guin, Ugur Akdemir, Proletkult Graphik / The Noun Project
local international local everywhere
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Take-away
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What type of service is it?
Mapping outstanding service experiences
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
SERVICE AS CORE PRODUCTSERVICE AS ADDITIONAL OFFERING
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
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Is there auser benefit?
Does it generate direct revenue?
YES
Does it improve theperception of the brandor the core product?
NO
Service as acore product
Service as anadditional offering
YES
YES
NO
NO
Startagain
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Rate services
RevenueFree
High user value
Low user value
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What’snext?
Icon: Dmitry Baranovskiy / The Noun Project
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www.ServiceMap.info
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Let’s pushthis further!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
servicemap.info
@ServiceMap