‘servicise – thinking beyond products’ workshop @ next 2013
Post on 15-Sep-2014
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What are you building? A digital product, you think? Think again! Almost certainly you are building a service, not a product – although your product managers, product owners and maybe even digital product designers make you believe the opposite. This 90 min workshop showed you why to consider your offer as a service. It introduced to a service mindset, characteristics of services as well as useful service design tools. The workshop consisted of short inputs and related hands-on sessions. The are the slides of the workshop’s input.TRANSCRIPT
Servicise:Thinkingbeyondproducts
N E X T 2 0 1 3 / A P R I L 2 3 , 2 0 1 2
Katrin Dribbisch &Martin Jordan,Service Design Berlin
What to expect from today
• Why service design matters• Designing products vs. designing services • Service design mindset• Useful service design tools
What?
Who?
How?• Hands-on session
KatrinPhD Candidate,University ofPotsdam
Who are we?
ManuelService Designer,Fjord
OlgaCommunityManager,Stylemarks
MartinUser Experience,Nokia
Why service design matters
A Shift From Manufacturing ...
Sources: Government Accountability Office; Bureau of Labor Statistics
— New York Times, January 22, 2012
Almost certainly you are building a service, not a product.
Services could be considered the new products.
Products do not vanish but are embedded in an ecosystem. This service ecosystem encompasses all touchpoints with the user.
In other words ...
From products to services
“[Everything] that you can’t drop on your foot, ranging from hairdressing to websites.”
What is a service?
— M AT T H E W B I S H O P The Economist
* – in ‘Essential Economics: An A to Z Guide’, 2004
*
The difference between a ...
P R O D U C T S E R V I C E
A pre-produced,finished thingwaiting on theshelf to be picked up by a consumer.
A pre-planned set of activities waiting to be shaped and executed in inter-action with a user.
Hybrids
Past
Product Service
Present
Product Service
Service Product
— The Product Service Hybrid (after Spath / Ganz)
Future
Service
Product
(Amazon Kindle)(Car) (Car sharing)(Laundry) (iPod)
Let‘s look at an example.
R E C O R D S T O R E I T U N E S
has limited space for records, fixed opening hours and is dependent on its location – staff knows your taste
has almost unlimited digital storage for all kinds of music, is always and from anywhere accessible – Genius knows your taste
P R O D U C T D E S I G N
singular object & usage thinking
S E R V I C E D E S I G N
thinking of user flows, touchpointsand ecosystem
Designing products vs. services
How canone thinkof singleproductsstill?
Images: Daimler AG
communicate
drive
welcome
register
locate
enter
startenjoy
A service design mindset
“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
“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
Image: Inter IKEA Systems B.V.
useful
Image: Thomas Hawk / Flickr
usable
desirable
Image: Maxene Huiyu / Flickr
Image: Deutsche Post DHL
effective
distinctive
Image: atmtx / Flickr
“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
iterative
user-centred
collaborative
“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
Useful service design tools
Tools & deliverables
User research..........Personas..................
User Journey............
Business model canvas......................
Service Blueprint.....
Service prototype....
What is the user needWho is the target audience
How does the customer experience the service What is the business model
The user & business view on the serviceHow does the service feel like
Tools & deliverables
User research..........Personas..................
User Journey
Business model canvas......................
Service Blueprint
Service prototype....
We would like to use these in our hands-on session
Service Blueprints are …
•a way of visually mapping out the complexity of services
•aligning frontstage customer experience with backstage business processes
•offer a simultaneous user-centered and enterprise-centered focus
What? E X A M P L E B Y S R I S H T I R A O
What? K E Y A S P E C T S
Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project
Frontstage(seen by customer)
Backstage(not seen bycustomer butnecessaryto performance)
L I N E O F V I S I B I L I T Y
user / customer journey - phase by phase, step by step
channels / touchpoints - channel by channel,touchpoint by touchpoint
backstage processes - stakeholder by stakeholder,action by action
What? C O M P O N E N T S
Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
Customer Actions
Onstage / Visible Contact Employee Actions
Backstage/Invisible Contact Employee Actions
Support Processes
Physical Evidence
L I N E O F V I S I B I L I T Y
L I N E O F I N T E R A C T I O N
I N T E R N A L I N T E R A C T I O N
Why?
understand how different parts of a service work as a whole
break down barriers between business units
coordinate parallel workstreams
reveal opportunities for joining up processes
When?
analysing an existing service
creating a new service
ExerciseFrom user journey to service blueprint
Task 1Describe theuser journeyfor your persona
(15 min)
Servicise - Thinking beyond products
Elevator Pitch & Persona for “Kitchensurfing”
Lars, 37Freelance Developer
...thinks
...feels
...says
...does
I love the variety of dishes that I can get with Kitchensurfing.
I don’t want to have the hassle of cooking and I hate doing the dishes.
Always books the same two chefs, because he loves the dishes that they cooked for him.
I want to impress my friends when they come over.
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
UNIQUEDIFFEREN!TIATOR
What he...
Food loversdon’t want to cook themselves at private dinner events
Kitchensurfingmarket place for chefsBerlin & New York
brings chefs into their customers home
a catering serviceestablishes a close connection
between the cook and the customer
Task 2Identify the most important touchpoints
(15 min)
Servicise - Thinking beyond products
Service Blueprint: User Journey & Touchpoints
AwareThe point when the user first learns about the service
From: “Service Design - From insights to implementation” by Andy Polaine et al.
The sign-up or registration phase
The usual usage period of the service
The user’s expanding usage of the service
The point when the user finishes using the service (for a single session of forever)
Join Use Develop Leave
Touchpoints
Task 3Visualise thebackendprocesses forthis service(15 min)
Servicise - Thinking beyond products
Service Blueprint: Backstage processes
From: “Service Design - From insights to implementation” by Andy Polaine et al.
Line of visibility
Take-away
combine user-centered and business-centered perspectives
think beyond products, rather envision the ecosystem of a service
understand how different parts of a service work as a whole
Reading recommendations
Andy Polaine et al.:‘Service Design:From Insight toImplementation’
Marc Stickdorn /Jakob Schneider et al.: ‘This is ServiceDesign Thinking’
Mary Jo Bitner et al.:‘Service Blueprinting: A Practical Technique for Service Innovation’
Questionsplease!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin