The Product Is not Enough: Deliver Memorable Experiences With Service Design

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  1. 1. The Product Is Not Enough: Deliver Memorable Experiences With Service Design Primo Mahne 3 IN 4 VSA PODROJA IZOBRAEVANJE ZA PROJEKTNEGA IN PROCESNEGA MANAGERJA Operativni, taktini in strateki nivo
  2. 2. the original the copy
  3. 3. Source: dilbert.com/strips/comic/2007-09-13/
  4. 4. Service Design 42
  5. 5. 1. We Are Willing to Pay Premium for Great Experiences
  6. 6. 8 This advert allegedly appeared in New York Times recruiting men for the first ever expedition to Alaska (1910).
  7. 7. Joseph Pine, James Gilmore: The Experience Economy COMMODITIES GOODS SERVICES EXPERIENCES high differentiation low differentiation price premiumprice war
  8. 8. Izobraevanje Intra Lighting, 18. december 2013 McLaren P1 GTR / Buy a Car, Get a Racing Driver Experience 10 Source: cars.mclaren.com
  9. 9. 2. Plan A: Always Have a Plan B
  10. 10. Time Service Recovery Paradox CustomerSatisfaction Fuck-up Service recovery Customers with service failure and successful recovery Customers without service failure
  11. 11. Izobraevanje Intra Lighting, 18. december 2013 Ritz Carlton / Every Employee: 2.000$ Budget To Make It Right in Case of Service Failure 14 Vir: cars.mclaren.com
  12. 12. Izobraevanje Intra Lighting, 18. december 2013 16 It Has Never Been So Easy to Lose Reputation
  13. 13. Or To Win It.
  14. 14. Or To Win It.
  15. 15. 3. Every Product Has a Service Component
  16. 16. Izobraevanje Intra Lighting, 18. december 2013 Volvo / Ecosystem for New Services 20 Vir: cars.mclaren.com
  17. 17. Rolls-Royce / Power-by-the-hour 22
  18. 18. 4. Always Start With the User
  19. 19. Imagine two persons: born in 1948 in Great Britain, married, successful and wealthy, have at least two kids, both love dogs, their favourite vacation destination is in the Alps. Source: Stickdorn, Schneider, This Is Service Design Thinking
  20. 20. Source: Stickdorn, Schneider, This Is Service Design Thinking Obviously, demographics dont work:
  21. 21. Izobraevanje Intra Lighting, 18. december 2013 ProRail / Solving Users Real Problems 26
  22. 22. 5. Discover User Insights With Design Research
  23. 23. If I had asked people what they wanted, they would have said faster horses. Henry Ford, Founder of Ford Company
  24. 24. A lot of times, people don't know what they want until you show it to them." Steve Jobs, Apple
  25. 25. Design research Market research
  26. 26. DESIGN RESEARCH MARKET RESEARCH Market research Design research what/who? why/how? what people will buy why they will buy it stat. large sample small sample wide insight focused insight business decisions innovation, R&D, iterations quantitative: numbers qualitative: behaviour looking back looking forward at the end of the project beginning of the project begins
  27. 27. Users evaluate 33 We assume, we know users needs Production Market launch Corrections, corrections! Prototype solutions Iterate, test, improve Market launch Chances for success improved Design process based on assumptions Design process based on user insight We ask users for insights
  28. 28. 6. Design the Entire Experience
  29. 29. 35 0% 20% 40% 60% 80% 100% Companies: We offer a great experience Users: Yes, I agree Source: Bain Customer Led Growth diagnostic questionnaire There is Definitely Room for Improvement:
  30. 30. PRE- PURCHASE EXPERIENCE Vir: Design Management Institute Review POST- PURCHASE EXPERIENCE PURCHASE EXPERIENCE BRAND TOUCHPOINTS
  31. 31. 7. When Multinational Companies, Consulting Firms and the US Army Start Using it, You Know It Really Works.
  32. 32. US Army / Design Thinking Is Part of the Official Doctrine
  33. 33. Thanks. Feel free to post feedback or constructive critique in the comments below. twitter: @primozmahne linkedin: si.linkedin.com/in/primozmahne