SDN Conference Paris 2012

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

MartinUser Experience,Nokia

KatrinPhD Candidate,University ofPotsdam

Who are we?

OlgaBusiness &Media Studies

ManuelDesigner,Fjord

What are we doing?

service design meet-ups

Connecting

talks & conference workshops

Learning

design jams

Experiencing

Service DesignEssentials

“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

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.”

Image: Inter IKEA Systems B.V.

useful

usable

Image: Thomas Hawk / Flickr

desirable

Image: Maxene Huiyu / Flickr

effective

Image: Deutsche Post DHL

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.”

“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

touchpoints

Image: Thomas Manss & Company

value

Image: Nokia

“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.”

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

Exploring Service Types

Service as acore product

vs

Service as anadditional offering

KochhausS E R V I C E A S C O R E P R O D U C T

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

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

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

FleuropS E R V I C E A S C O R E P R O D U C T

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

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

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

Let’s getstarted

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

Task 1Collect service types

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?

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 …

Work sheet Mapping outstanding service experiences

For recently retired man, age of 67

Monday

Morning

Noon

Tuesday Wednesday Thursday Friday SundaySaturday

Evening

Night

Task 2Describe services

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

KochhausS E R V I C E A S C O R E P R O D U C T

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

×

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

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

×

Task 3Help others find your favorite service

Locate your services

physical digital

Icons: Olivier Guin, Ugur Akdemir, Proletkult Graphik / The Noun Project

local international local everywhere

Take-away

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

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

Rate services

RevenueFree

High user value

Low user value

What’snext?

Icon: Dmitry Baranovskiy / The Noun Project

www.ServiceMap.info

Let’s pushthis further!

servicedesignberlin.de

@SD_Berlin

fb.com/servicedesignberlin

servicemap.info

@ServiceMap