"Everything is a service" (Redux)

“Everything is a service” by @sly

? You want that hole !

“Evolving to a New Dominant Logic for Marketing” Publication of an award-winning article by Stephen Vargo and Robert Lusch in a 2004 edition of Journal of Marketing

⤑  A new marketing paradigm

⤑  The basis of all exchange is service

⤑  Goods are a distribution mechanism for service provision

⤑  Value is always co-created with the customer

⤑  A service-centered view is inherently customer oriented and relational

⤑  Value-in-use replaces value-in-exchange

Source: h;p://www.dachisgroup.com/2011/11/everything-‐is-‐a-‐service/

But what is a service ? �

Services, as opposed to goods, are: ⤑  Intangible ⤑ Cannot be stored ⤑ Are consumed & produced at the

same Ime ⤑ Are delivered via oJen complex

systems & processes ⤑  Involve people and their

relaIonships

And what is a good service ? �

SERVICE EFFICIENCY Services that help users (customers) to get their jobs done, solve their problems by producing their desired outcome

SERVICE EXPERIENCE And provide them with a good (outstanding) experience across different channels & touchpoints

Understanding the problems users try to solve�

By using design research methods:

Ethnography (or “day in a life” study)



Front-‐line staff interviews



Personas



Co-‐design workshops

"Mapping the jobs to be done�

Source: h;p://www.jey-‐associates.com/pr/Customer-‐CenteredInnovaIonMap_R0805Hp2.pdf

Source: h;p://servicedesigntools.org/about

Mental models

h;p://www.boxesandarrows.com/view/alignment-‐diagrams

Customer journey maps

Customer journey maps

Service blueprints

Examples of touchpoints

Telephone service Face-‐to-‐face Email Post mail Sales Website Mobile apps Screenless digital interfaces Social media AdverIsing & communicaIon Packaging Support

Company cars Delivery Merchandising WarranIes Invoicing Complaint handling Public relaIons Cleaning Physical environments (stores, corporate buildings) etc.

Technology As a driver for mulIple service innovaIon opportuniIes

Today’s technology mulIplies service innovaIon opportuniIes

Technology multiplies service innovation opportunities�

1. Micßroprocessors 2. Sensors 3. Wireless connecIvity 4. Databases Source: h;p://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html

InformaIon shadows

InformaIon shadows

So what about mobile apps for example ? ��According to service dominant-‐logic, every mobile app is a service. (Devices are service avatars an the apps are their informaIon shadows.) �

⤑  And, increasingly, they are just part of a

service, one touchpoint of a service

⤑  Which means that an app is not an end in itself. The service as a whole must work, regardless of how good the app is. In the eye of the user/customer, it’s just one thing.

⤑  A mobile app should exactly do what the user expects it to do at a certain Ime, place & context (and not more)

Fitbit: tracking your daily exercise and sleep quality

Source: h;p://www.fitbit.com/

Nike+: Tracking your jogging acIviIes

h;p://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/

h;p://www.runtasIc.com

Withings: Tracking & monitoring your weight

h;p://www.withings.com/

The Apple Itunes ecosystem

The Dropbox file syncing & sharing ecosystem

www.dropbox.com

Carfinder: A stand alone AR app providing you with the service to find back your car

Source: h;p://itunes.apple.com/us/app/find-‐your-‐car-‐ar-‐augmented/id370836023?mt=8

MulInchannel, mulIdevice customer experiences are on the rise

Intelligent, connected (smart) devices (IoT)

So what are the challenges ?

•  Understand people’s mental models and the jobs they try to get done

•  Design for mulIple devices & interfaces (some without screens) & opImize the interplay between them: every device & interface has its own limitaIons & capabiliIes

•  In sake for usability & simplicity, only offer the features really needed on different devices at a specific moment, place & context: design for low fricIon & be focused

•  AnIcipate people’s contextual needs by using all the informaIon available (your phone and other devices or applicaIons know a lot about you !)

•  We’d like to switch between devices, interfaces & even modes without loosing anything & link the physical and the digital world in a more natural way

•  Think the whole service system as one thing (that’s what the customer does !)

Case study: Experience design

h;p://www.maya.com/pormolio/carnegie-‐library MAYA Design, Inc. / SouthSide Works, Building 2, Suite 300 2730 Sidney Street / Pi;sburgh, PA 15203 /+1 412-‐488-‐2900

Carnegie Library of Pi;sburgh, a project by Maya design

and thus is a service design project as it dealt with several touch points and the customer journey, but with a strong focus on informaIon architecture.

A strategic design project :  interior redesign  wayfinding  web site  and the library catalog

This needs revoluIon, not evoluIon

Carnegie Library of Pittsburgh | Information Environment

A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library



Building use scenarios



Maya described the library informaIon architecture



Personas follow typical use scenarios



Breakpoint pa;erns revealed systemic issues



Bridge the breakpoints



Redesign of physical space including wayfinding & signage



Consistent IA across “user interfaces” from website to physical site…

Source: h;p://patwellconsulIng.com/DevelopmentResources/DesignThinkingProcessWorkshop.aspx

Source: h;p://www.maketools.com/arIcles-‐papers/CoCreaIon_Sanders_Stappers_08_preprint.pdf

UX design & Service design •  SD is UX beyond the screens •  both use overlapping methods &

tools •  both are user centered design

disciplines •  both follow the design thinking

mindset

Customer experience : TranslaIng these individual disciplines into a business strategy

+ Service design + User experience design + Employee saIsfacIon & empowerment + Certainly more

“There is only one reason for a company to exist: To create value for the customer. Thus, the two most important business funcIons are markeIng & innovaIon.”

Peter Drucker

And thus, if applied holisIcally: Design = Value = Strategy = MarkeIng & InnovaIon

Thank you ! @sly

Business

"Everything is a service" (Redux)