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Co-designing business models
The Service Ouroboros: CoDesigning Service cycles
a tool to support innovation processes
Sune Gudiksen
¥ Tools and games to support innovation ¥ Design of products, services and business models ¥ Workshops again, again and again……
4
2
1
Sketching/Prototyping time (and space)
Ouroboros
3
Customer journeys & Service Blueprints
Agenda
Task
1 Ouroboros
Ouroboros?
Renewal of life and in!nity – Cosmos Continuity, Circularity, Cyclic Whole and Parts Alchemy and Magic Death and Life
2 Customer journeys & Service Blueprints
Products vs. Services
What is the difference? A Service is a series of interactions, clues, cues or touchpoints spanning over time and various spaces.
Service blueprint example
Customer journey example
Customer journey example
S"ckdorn & Schneider 2010
Basic ideas ¥ Services expands over time and space
¥ Services are both intangible and tangible (in oppose to products that are mainly tangible)
¥ Services expands in a circular way and through cycles
¥ Services with a continuity, dynamic flavour
¥ Services related to disruption – creative destruction
The Service Ouroboros
Sketching/prototyping time (and space) 3
Prolonged/Returned use Short term / Long term (5 year, 3 year, 1 year)
Before-During-After
Time - based on relationship
Different Personas/Customer groups
Time - based on frequency
Addition & Subtraction
The Senses – Ways of learning
Visualisation (Eyes in play) Drawing (Hands in play)
The Senses – Ways of learning
Building (Hands in play) Bodystorming (Body in play)
Games: Rules & Procedures Brain ’throwing’
touchpoints Forced relationship Narratives
Reframing layers
¥ Dramatic structure Anslag – Opbygning – Klimaks - Outro
¥ Type of language Oral – Written – Visual – Bodily - Hand
¥ Type of interaction’ Social – (Traditional) technology – Digital technology
¥ Degree of user inputs Producer – Co-Created - Community
Task 4
¥ To reach mutual understanding between you as a group and
between the case owner and you
¥ To jointly explore future possibilities and create early sketches of ‘services’ and/or ‘service parts’
The Object of monday
The Object of today & tomorrow ¥ To plan the process in the Service Ouroboros for monday
Process example 1 – Returned use touchpoints
Making tangible personas (based on video clips)
Prolonged/Returned use
Selecting touchpoints for further development
Storyboarding a touchpoint
Reframing: "e layer of user inputs
Process example 2 – Existing company towards new direction
1, 3, 5 year situation Brain throwing touchpoint (combined with inspiration cards)
Randomize the layer
Bodystorming (act it)
Reframing: "e layer of ’language’
Process example 3 – Too many touchpoints
Addition & Subtraction
Sketching the actions in the touchpoints
Building in Lego a speci!c touchpoint
Bodystorming (act it)
Reframing: Applying a dramatic structure
Do you have any questions? Questions, s’il vous plaît