KCSJ17 Intro Presentation

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COMMODITIES (Extracting)

We’ve moved into the experience economy

GOODS (Making)

SERVICES (Delivering)

EXPERIENCES (Staging)

Pricing Premium ($$$)Market ($)

Undifferentiated

Differentiated

Competitive Position

James Gilmore

COMMODITIES (Extracting)

We’ve moved into the experience economy

GOODS (Making)

SERVICES (Delivering)

EXPERIENCES (Staging)

Pricing Premium ($$$)Market ($)

Undifferentiated

Differentiated

Competitive Position

James Gilmore

“People don’t want to buy a quarter-inch drill,

they want a quarter-inch hole.”

— Theodore Levitt, Economist and Harvard Professor

What-is-Service-Design.com

So, what is Service Design?

Understanding and providing the best experiential path to reach a desired outcometo reach a desired outcome.

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Advertising Planning & Design

U.S. Business expenditures in 5 largest service sectors

Service Anticipation Gap

Expectations

Experience

Brandon Schauer

$40B

$2B

The experience is the marketing.

7P’s of Experience Design

People Places Props

Process Partners

Price Positioning

Opt-in countries? < 20%

Opt-out countries? > 98%

“Excuse me, Princess, can I have your autograph?”

The right change can have a huge impact.

Death rates fell by 40% andcomplications rates by almost a third.

10% increase in customer satisfaction and fewer calls to the helpline

#GSJam #KCSJ17

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7 years running120 Cities around the world

48 hoursLots of Jam

6 years running120 Cities around the world

48 hoursLots of Jam

• The smallest Jams ever was in Hong Kong and Germany, with 2 people each.

*WHEW*

Discover Define Develop Deliver

The Double Diamond(from Design Counsel)

What is neededHow we should

make it

(by Damien Newman)

36 2 4

*

*It’s gonna go by fast

#ThisIsWhyWeJam

If you're not having fun, you're doing it wrong!

ONE RULE TO BIND THEM

REMEMBER: IT’S STILL A SECRET!!!

LET’S JAM!!