DESIGNING FOR TOMORROWS NEEDS
TORSTEN HENNING HENSELPARTNER // CREATIVE CONSULTANT
NOUV // WWW.NOUVE.DE
WWW.FLICKR.COM/PHOTOS/KKOSHY/500791545
FUTURE-ORIENTED SERVICE DESIGN BERLIN // JUNE 2010
http://WWW.NOUVE.DEhttp://WWW.NOUVE.DEhttp://www.flickr.com/photos/psychomantium/2920156622http://www.flickr.com/photos/psychomantium/2920156622
TODAY, COMPANIES MUST EXCITE THEIR CUSTOMERS ON MULTIPLE LEVELS.
THEY DONT HAVE TO STAND OUT IN ALL FIELDS, BUT...
THEY NEED TO CREATE A DIFFERENCE IN THOSE FIELDS THAT ARE RELEVANT FOR THEIR CLIENTELE.
WWW.FLICKR.COM/PHOTOS/ARUTHA/439765764
MORE AND MORE, ITS SERVICE THAT HELPS TO CREATE A DIFFERENCE.
http://www.flickr.com/photos/arutha/439765764http://www.flickr.com/photos/arutha/439765764
SERVICE [DEFINITION]
INTANGIBLE PRODUCTS THAT ARE NOT GOODS (TANGIBLE PRODUCTS), SUCH AS ACCOUNTING, BANKING,
CLEANING, CONSULTANCY, EDUCATION, INSURANCE, KNOW HOW, MEDICAL TREATMENT, TRANSPORTATION. NO TRANSFER OF POSSESSION OR OWNERSHIP TAKES PLACE
WHEN SERVICES ARE SOLD, AND THEY (1) CANNOT BE STORED OR TRANSPORTED, (2) ARE INSTANTLY
PERISHABLE, AND (3) COME INTO EXISTENCE AT THE TIME THEY ARE BOUGHT AND CONSUMED.
http://www.businessdictionary.com/definition/intangible.htmlhttp://www.businessdictionary.com/definition/intangible.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/tangible.htmlhttp://www.businessdictionary.com/definition/tangible.htmlhttp://www.businessdictionary.com/definition/accounting.htmlhttp://www.businessdictionary.com/definition/accounting.htmlhttp://www.investorwords.com/5413/banking.htmlhttp://www.investorwords.com/5413/banking.htmlhttp://www.businessdictionary.com/definition/education.htmlhttp://www.businessdictionary.com/definition/education.htmlhttp://www.businessdictionary.com/definition/insurance.htmlhttp://www.businessdictionary.com/definition/insurance.htmlhttp://www.businessdictionary.com/definition/know-how.htmlhttp://www.businessdictionary.com/definition/know-how.htmlhttp://www.businessdictionary.com/definition/transportation.htmlhttp://www.businessdictionary.com/definition/transportation.htmlhttp://www.businessdictionary.com/definition/transfer.htmlhttp://www.businessdictionary.com/definition/transfer.htmlhttp://www.businessdictionary.com/definition/possession.htmlhttp://www.businessdictionary.com/definition/possession.htmlhttp://www.businessdictionary.com/definition/ownership.htmlhttp://www.businessdictionary.com/definition/ownership.htmlhttp://www.investorwords.com/7230/take.htmlhttp://www.investorwords.com/7230/take.htmlhttp://www.investorwords.com/7717/sold.htmlhttp://www.investorwords.com/7717/sold.htmlhttp://www.businessdictionary.com/definition/perishable.htmlhttp://www.businessdictionary.com/definition/perishable.htmlhttp://www.businessdictionary.com/definition/bought.htmlhttp://www.businessdictionary.com/definition/bought.html
THE SERVICE ECONOMY IS EXPANDING IN MOST COUNTRIES OF THE WORLD. IN 2005, SERVICES ACCOUNTED FOR 69% OF THE WORLD GROSS DOMESTIC PRODUCT (GDP). IN THE
UNITED STATES, SERVICES REPRESENT NEARLY 80% OF VALUE ADDED AND EMPLOYMENT WHILE IN MOST
EUROPEAN ECONOMIES THEY HAVE ALREADY EXCEEDED AN ACHIEVEMENT LEVEL OF 70%.The new service economy in EuropeLuis Rubalcaba, Gisela Di Meglio and Andreas Pyka
SERVICE BOOMS.
... HAS NOT HERALDED A SERVICE REVOLUTION YET. MANY OF OUR INTERACTIONS WITH ORGANISATIONS ARE
STILL CHARACTERISED BY PROFOUND FRUSTRATION. TOO OFTEN IT FEELS LIKE PRODUCER INTERESTS, OR
PROFIT INCENTIVES MATTER MORE THAN HOW WE FEEL. SOPHIA PARKER AND JOE HEAPY. JOUNEY TO THE INTERFACE, 2006.
BUT: THE MARKETS SHIFT TO A SERVICE ECONOMY...
WWW.FLICKR.COM/PHOTOS/ZOOBOING/4241390495
WHAT COMPANIES OFFER: STUFF TO BUY.
http://www.flickr.com/photos/zooboing/4241390495http://www.flickr.com/photos/zooboing/4241390495
WWW.FLICKR.COM/PHOTOS/DEIFCHEN/486749610
WHAT PEOPLE WANT: MEANING AND SUPPORT.
http://www.flickr.com/photos/pagedooley/1765930200http://www.flickr.com/photos/pagedooley/1765930200
WWW.FLICKR.COM/PHOTOS/SY_PARRYSH/2410649103
SO, OBVIOUSLY THERES A DISCREPANCY BETWEEN COMPANIES OFFERS AND PEOPLES NEEDS.
http://www.flickr.com/photos/sy_parrysh/2410649103http://www.flickr.com/photos/sy_parrysh/2410649103
SOURCE: HTTP://WWW.SOCIALMEDIATODAY.COM/SMC/187825
COMPANY OUTPUTS CUSTOMER EXPECTATIONS
THE EXPECTATION GAP.
http://www.socialmediatoday.com/SMC/187825http://www.socialmediatoday.com/SMC/187825
FOR MORE THAN 200 YEARS...
...COMPANIES HAVE BASED THEIR APPROACH TO BUSINESS ON SUPPLY-SIDE ECONOMICS, CONCENTRATING
ON CREATING PRODUCTS & SERVICES AND THEN ATTEMPTING THROUGH MARKETING, PUBLICITY, DISTRIBUTION, AND PROMOTION TO STIMULATE
DEMAND FOR THOSE PRODUCTS.
HOWEVER, OVER THE PAST 20 YEARS, THE MARKET HAS FUNDAMENTALLY SHIFTED. SWEEPING TECHNOLOGICAL
ADVANCES, GLOBALIZATION AND ACCESS TO NEARLY PERFECT INFORMATION HAVE RESULTED IN CONSUMERS
WHO ARE BETTER INFORMED, MORE SOPHISTICATED, AND FAR MORE DEMANDING.WWW.THECAMBRIDGEGROUP.COM
http://www.thecambridgegroup.comhttp://www.thecambridgegroup.com
ITS NO LONGER ENOUGH JUST TO DELIVER WHAT PEOPLE EXPECT.
HTTP://UOCONTEMPORARYDESIGN.BLOGSPOT.COM/2010/04/DESIGN-RESEARCH-METHODS.HTML
http://uocontemporarydesign.blogspot.com/2010/04/design-research-methods.htmlhttp://uocontemporarydesign.blogspot.com/2010/04/design-research-methods.htmlhttp://uocontemporarydesign.blogspot.com/2010/04/design-research-methods.htmlhttp://uocontemporarydesign.blogspot.com/2010/04/design-research-methods.html
OUCH!
HTTP://WWW.JAUNTED.COM/FILES/3/BEIJING_AIRPORT_SIGN.PNG
http://www.jaunted.com/files/3/beijing_airport_sign.pnghttp://www.jaunted.com/files/3/beijing_airport_sign.png
above expectations
below expectations
average expectations
YOU NEED TO CREATE OFFERS THAT TOTALLY OUTPERFORM THEIR EXPECTATIONS!
above expectations
WOW!
HTTP://WWW.GEEKALERTS.COM/GIANT-SWISS-ARMY-KNIFE/
http://www.geekalerts.com/giant-swiss-army-knife/http://www.geekalerts.com/giant-swiss-army-knife/
level of your delivery
level of peoples expec
tations
the wow space
DONT DELIVER ON WHAT PEOPLE WANT. TRANSCEND THEIR NEEDS AND DELIVER ON THAT.
CREATE NEEDS.
WWW.FLICKR.COM/PHOTOS/NORDICWALKING/2147019801
http://www.flickr.com/photos/nordicwalking/2147019801http://www.flickr.com/photos/nordicwalking/2147019801
POSTULATE NEEDS.
WWW.FLICKR.COM/PHOTOS/BENHEINE/4561195225
http://www.flickr.com/photos/benheine/4561195225http://www.flickr.com/photos/benheine/4561195225
ANTICIPATE NEEDS.
MMMH!
HTTP://WWW.APPLE.COM
http://www.jaunted.com/files/3/beijing_airport_sign.pnghttp://www.jaunted.com/files/3/beijing_airport_sign.png
PAUL GRAHAM, MADE IN USA: HTTP://WWW.PAULGRAHAM.COM/USA.HTML
I JUST GOT AN IPOD, AND IT'S NOT JUST NICE. IT'S SURPRISINGLY NICE. FOR IT TO SURPRISE ME, IT MUST BE SATISFYING EXPECTATIONS I DIDN'T KNOW I HAD. NO FOCUS GROUP IS GOING TO DISCOVER THOSE. ONLY A GREAT DESIGNER CAN.
THE SAME THING GOES FOR SERVICE.
COMPANIES CAN NO LONGER DECIDE THE WAY FORWARD. THEY MUST NOW DESIGN THE WAY FORWARD.
MARTY NEUMEIER, PRESIDENT NEUTRON LLC, AUTHOR OF ZAG, THE BRAND GAP AND THE DESIGNFUL COMPANY
TRUE TO THE BRAND
RELEVANT TO THE CUSTOMER
DIFFERENT FROM COMPETITION
SIGNIFICANT FORTHE FUTURE
CRITERIA FOR GOOD DESIGN.
...INTRODUCING SERVICE DESIGN.
HTTP://PROBLEMSOLVINGFIRE.FILES.WORDPRESS.COM/2008/06/GOOD-CHEAP-FAST3.JPG
http://problemsolvingfire.files.wordpress.com/2008/06/good-cheap-fast3.jpghttp://problemsolvingfire.files.wordpress.com/2008/06/good-cheap-fast3.jpg
SERVICE DESIGN IS A SYSTEMATIC, CREATIVE APPROACH TO INNOVATION. VALUE IS CREATED BY
TAKING INTERACTION BETWEEN THE USER AND THE SERVICE PROVIDER, AND IDENTIFICATION OF PROBLEMS
AS A STARTING POINT AND TRANSFORMING THESE INTO OPPORTUNITIES AND NEW SOLUTIONS.
SOURCE: HTTP://ISSUU.COM/1508/DOCS/SERVICEDESIGNBOOK
HTTP://DKDS.CIID.DK/PY/INDUSTRY-PROJECT-DSB/PROJECTS/MAPME/
SERVICE DESIGN CAN HELP YOU CREATE SERVICES THAT MAKE A DIFFERENCE.
http://issuu.com/1508/docs/servicedesignbookhttp://issuu.com/1508/docs/servicedesignbook
WHAT & HOW.SERVICE DESIGN ADDRESSES THE FUNCTIONALITY & FORM OF SERVICES FROM THE PERSPECTIVE OF CLIENTS. IT AIMS TO ENSURE THAT SERVICE INTERFACES ARE USEFUL, USABLE, AND DESIRABLE FROM THE CLIENTS POINT OF VIEW AND EFFECTIVE, EFFICIENT, AND DISTINCTIVE FROM THE SUPPLIERS POINT OF VIEW.
SERVICE DESIGNERS VISUALIZE, FORMULATE, AND CHOREOGRAPH SOLUTIONS TO PROBLEMS THAT DO NOT NECESSARILY EXIST TODAY; THEY OBSERVE AND INTERPRET REQUIREMENTS AND BEHAVIORAL PATTERNS & TRANSFORM THEM INTO POSSIBLE FUTURE SERVICES. BIRGIT MAGER
$SERVICE DESIGN IS ADDED VALUE CREATION ON MULTIPLE LEVELS.
SERVICE DESIGN IS CUSTOMER-CENTRIC DESIGN.
PUTTING PEOPLE AT THE HEART OF SERVICE DESIGN AND INNOVATION HAS TWO SIMPLE, IMPORTANT BENEFITS: YOU
PUT A CLEAR FOCUS ON DESIGNING FOR AND WITH THE PEOPLE WHO WILL ACTUALLY BE USING AND PROVIDING THE SERVICES WHICH IN TURN WILL HELP YOU TO DE-
RISK THE PROCESS OF CREATING NEW OFFERINGS.
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