Service Design for Startups / Service Design Drinks Berlin

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4th Berlin Service Design Drinks took place at innovation consultancy Dark Horses beautiful office space. A short input talk gave an overview on how service design can be applied by start-up companies and service designers can provide value for their young business. A follow-up exercise made one tool thats being used more tangible. Afterwards there was plenty of time for conversations and drinks.

Transcript

ServiceDesignDrinks

D A R K H O R S E / O C T O B E R 9 , 2 0 1 3

Service Design for Start-ups

Overview

Why?

What?

How?

Exercise

MartinUser Experience,Nokia

KatrinPhD Candidate,University ofPotsdam

Who are we?

OlgaBusinessConsultant

ManuelFreelanceServiceDesigner

The internet economy in Berlin has a higher economic performance than the construction industry.

Why? R E L E VA N C E

Every 20 hours a new start-up is founded in Berlin.

I B B B e r l i n 2 0 1 3

What? D E F I N I T I O N

W I K I P E D I A Start-Up

A start-up [...] is a company, a partnership or temporary organization designed to search for a repeatable and scalable business model. These companies,[...] are in a phase of development and research for markets.

What? D E F I N I T I O N

A 'start-up' is a company that is confused about

who its customers are,

what its product is,

Q U O R A Top-rated answer for Start-Up

how to make money.

What? D E F I N I T I O N

A 'startup' is a company that is confused about

who its customers are,

what its product is,

Q U O R A Top-rated answer for Start-Up

how to make money.

Value proposition

User needs

Business Model

What? D E F I N I T I O N

Q U O R A Top-rated answer for Start-Up

As soon as it figures out all 3 things, it ceases to be a startup and then becomes a real business.

How can service design help?

Value proposition

User needs

Business model

User Research

Personas

User Journeys

Prototyping

Business Model Canvas

Service Blueprint

Why & How?

We asked a few start-ups about service design & how they use it

The start-ups

talent-pool that matches people and companies based on cultural fit

visual real-time collaboration tool

cycle-tracking mobile app for women

How do you define service design?

1.

I consider Service Design to define how our product really works. Its not just about [...] features.Its about integration of features and behaviour of those within a higher context [...].

M A R T I N G U E T H E R Spacedeck

[...] being honest, we think it is one of several attemptsto formalise the language surrounding the most basic design goal. [...]It can be called many things [...] but at the end of the day we consider it to be mainly empathy and responsible design.

C O N O R D E L A H U N T Y Somewhere

I think the problem is most businesses are stuck in Pixeled Service Design, instead of just Service Design. [...] You realize how constraining Digital is if you start thinking about what types of services can be provided by human beings,bicycles, shopping carts, stairs, trees, lakes, blue skies.

M I K E L AV I G N E Clue

Why is service design important for your start-up?

2.

[...] As a Start-up it is very important to think about your product as a service.

M A R T I N G U E T H E R Spacedeck

[...] At the beginning it helps us to plot and plan the spaces we want to play in and the behaviours we need to support; later it helps us to identify the areas where we are not doing a good enough job as well as some tactics on how to approach solving them.

C O N O R D E L A H U N T Y Somewhere

We're designing a very personal service for women to understand what's going on in their bodies each month. We can't possibly do that well without keeping a very open mind about how best to do that, both digital and non-digital.

M I K E L AV I G N E Clue

What are the most important design tools in your company?

3.

The people using our service are the biggest source of inspiration for our service. In this case, in-depth conversations, open ears, and open minds are the most important tools.

M I K E L AV I G N E Clue

Personas, Mock-Ups, Click-Prototypes [...]

M A R T I N G U E T H E R Spacedeck

Definitely pen and lots of paper - and talking to people. Thinking of the service in terms of a journey that a real life human will go through, etc. We aren't really formal, we just grab bits and pieces as we go and use the ones that work for us.

C O N O R Somewhere HQ

ExerciseLets use a typical start-up tool today

Elevator pitch

Be right on the spot. Pitch your idea

in 30 seconds to a potential investor.

Elevator pitch A S A C O M PA R I S O N

Salonmeister is like Qype for hairdressers.

tame is like google for twitter.

Define your start-up by comparing it to an

established, well-known service.

Bloomydays is like a pizza delivery for flowers.

Elevator pitch A S A S U M M A R Y

Articulate a concise summary of your fav service.

For TARGETCUSTOMERCUSTOMERNEED

SERVICENAME

MARKETCATEGORY

who

in

that

Unlike

the service

is a

ONE KEYBENEFIT

COMPE-TITION

LOCATION(STREET)

.

.

UNIQUEDIFFEREN-TIATOR

a foodie & chef at homehas way too little time

Kochhaus supermarketBerlin & Hamburg

offers pre-compiled recipesKaisers, Perfetto or Proviant

offers all ingredientsin 1 single shop w/o need running thru the city

Take-away

Learnings

They are pragmatic about the tools and use what works for them

Start-ups apply service design differently

Service design is highly relevant for start-ups

Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project

See you atthe X-masparty

servicedesignberlin.de

@SD_Berlin

fb.com/servicedesignberlin