a brief history of...service design
TRANSCRIPT
London Oslo Rotterdam São Paulowww.liveworkstudio.com
Service Design
A brief history of…
LARVIKBANKEN
1. mai 2023Livework © 2015
Innovasjonsseminaret 2016
Lavrans Løvlie
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Vi jobber over hele verdenFra fire kontorer på tre kontinenter jobber Livework over hele kloden for å bruke vår kunnskap der våre kunder trenger den. Livework samarbeider med mennesker og teams med variert bakgrunn og forskjellige nivåer av ekspertise.
São Paulo
Thai Rail passengers
Brazilian marketeers
Execs in Moscow
US Investment bankers
British medics
Asian lab tech’s
Prime ministers in Oslo
Beirut
RotterdamLondon
Oslo
HVOR VI ER
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Livework © 2013 4
Folk trenger bedre tjenester!
Livework © 2013 9
Forstå brukeradferd
Livework © 2013 1
0
Designe nye opplevelser
London Oslo Rotterdam São Paulowww.liveworkstudio.com
Prototype nye interaksjoner
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Pilotér nye systemer
London Oslo Rotterdam São Paulowww.liveworkstudio.com
Engasjere ansatte og brukere
Grunnleggende modeller
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Brukerens livvsyklus
Livework © 2015
1. Hvilke forventinger har de?
2. Den første opplevelsen
3. Dagligdagse og uvanlige hendelser
4. Hva gjør de etterpå?
16Livework © 2015
Tjenestedesign er et endringsverktøy
Kundens livvsyklus
Livssyklus bruker/transaksjon
Adferd i forhold til sektoren i 5-7 års perspektiv
Livssyklus bruker/transaksjon
Analyse av tilfredshet på tvers av kundenes livssyklus
r03.v00 Customer06/03/2013
Potential Unaware Notice Recognise Connect Relevant Research Look for/request info Specify Shortlist Request quote Evaluate Select Decide Negotiate/agree Adjust contract Commit Process Receive Setup Imbed Information Manage policies Make adjustments Admin changes Information Notification Plan and prepare Solicit help/ information New situation Adjust to new situation End of contract Change of need Assess situation Decide Terminate ProcessingBased on CSI Survey & Relevance
Not aware of the risk, products and/or companies the offer insurance products
Get exposed to a brand and or service that (might) have impact on the business
First realises the insurance need via an incident (reactive), unmitigated risk, or ad/ promo
Connects the brand, product or service to a risk and or (legal/ contractual) requirement
Sees the relevance of the service and/or product for its organisation or operation
Look for a package for the benefits/returns, the best risk-reward case
Check/ receive info through brochure/ pamphlets/ calls or visits, word-of-mouth
Consider or filter out which types to product are relevant and needed
Actively qualifies and selects companies to work with based on hard or soft criteria
Receive and negotiate on the quote. Further comparison from other rival offers
Evaluate companies, proposals and offers against expectations or criteria
nth round discussion leads to final selection of companies/ individuals
Choose the company and offer that meets needs, expectations and requirements
Negotiate and agree final terms, costs and conditions
Prepare/adjust contract details according to latest offer and terms
Finalise contract, with discussion & approval from authorised person
Form and paperwork are submitted & processed and receives confirmation
New customer receives info pack, welcome message and other contract related docs.
Enters the insurance contract into its policy and risk management portfolio
Imbed insurance, products and services into business routine and processes
Request/receive information related to products & services, including up- & cross sell
Manage policy, and respond to change in internal/external operating environment
Affect changes such as decrease/ increase risk cover, adjust premium plans etc.
Change in policy, insurance plan, people and handling of insurance account
Request/receive information related to insurance products & services
Receive information about a change, issue or, something requiring (legal) notification
Plan changes in the business that change the business and/or the organisation
Request/receive information or assistance to address the consequences of the change
Notice planned and unplanned changes in business and or operating conditions
Make adjustments to the setup or composition of the contract to reflect the new situation
End of the contract based on contracted period and/or conditions that allow termination
Realise the gap between their needs/ promised services, and actual commitments by provider
Revaluate risk portfolio/costs and assess impact of terminating the contract or buying new one
Decide to stay with current service provider, switch provider or terminate contract
Reach decision to terminate the current contract
Revokes/ends the policy and severs relationship with the provider
Overall Satisfaction 0 2 7 0 2 8 17 5 8 16 14 13 17 17 13 12 14 17 18 16 14 13 16 17 16 17 2 16 2 14 14 15 14 14 12 14
Perception (Trust/ Relationship) 0 0 0 0 0 0 21 0 0 20 20 21 20 21 20 20 22 22 23 21 23 20 22 20 23 22 0 22 0 22 23 23 23 23 23 22
Q2 Overall, how satisfied or dissatisfied are now with Gjensidige?
19 0 0 0 0 0 0 21 0 0 21 0 23 0 23 21 0 25 23 25 21 23 0 23 0 23 23 0 23 0 0 25 23 23 25 25 23
Q3 Imagine an ideal insurance company. How closely to this ideal [reference point] is Gjensidige?
18 0 0 0 0 0 0 0 0 0 20 0 20 0 0 20 0 0 20 20 0 22 20 20 20 22 20 0 20 0 22 20 0 22 20 22 20
Q4 To what extent Gjensidige tend to meet corporate expectations?
18 0 0 0 0 0 0 0 0 0 20 20 20 20 20 20 20 20 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Value-for-Money 0 0 13 0 0 14 26 12 23 24 27 23 29 26 23 27 23 25 26 24 24 24 25 28 26 25 0 22 0 27 26 27 26 26 27 35
Q7 How satisfied or dissatisfied are you with the price you pay for corporate personnel policies?
24 0 0 0 0 0 0 0 0 0 27 29 31 29 29 27 27 0 0 29 0 27 0 29 0 0 27 0 31 0 29 29 31 29 29 27 0
Q8 How satisfied or dissatisfied are you with the price you pay for insurance products?
26 0 0 0 0 0 0 31 0 0 31 34 29 31 29 31 29 0 29 34 29 0 31 29 29 31 29 0 0 0 34 29 34 29 29 0 0
Q10 To what extent are you confident that the insurance contents covers your needs?
19 0 0 0 0 0 0 23 0 0 23 25 21 23 21 23 21 0 21 25 21 0 23 21 21 23 21 0 0 0 25 21 25 21 21 0 0
Q11 To what extent do you believe that Gjensidige's insurance documents are understandable?
29 0 0 0 0 0 0 37 0 35 0 35 0 32 0 0 32 35 37 32 35 32 32 32 35 35 35 0 0 0 35 0 35 0 0 0 35
Q13To what extent do you believe that Gjensidige's newsletters, brochures, product information are
easily understood?11 0 0 13 0 0 14 14 12 12 14 13 12 0 0 13 0 12 14 13 12 13 12 13 0 14 13 0 13 0 12 0 13 0 0 0 0
Q12Over the past 12 months has your company
received newsletters, brochures, product information, etc. from the Gjensidige by mail or
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Unaware of the insurance products/ services or unaware of risk and benefits Investigate and gather requirements for a specific insurance, or portfolio Requesting and evaluating offers from one or more insurance providers Negotiate price, terms and conditions, sign and activate contract
New CustomerPeriod immediately after signing the contract where the contract is setup
Unaware Aware ContractInterested Consider CancellationTermination policy and, or relationshipBecome aware of the brand, the organisation, the products or service offered In a steady state managing and administering policies and paperwork
Change of SituationChange in the business and/or operating conditions that impact the contract
ReconsiderConsidering changing insurance products and/ or insurance provider
Livssyklus bruker/transaksjon
Fra hotspot til intervensjonspunkt
Hot spotMange kunde-henvendelser dreier seg om inkrementelle enkle endringer som kunden i utgangspunktet ønsker å kunne styre selv. Intervensjon
Ved å sende forebyggede oppskrifter tidlig vil behovet for å å ta bli mindre og minske trafikk samt gi brukeren kontroll.
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Livework | Gjensidige © 2014 2
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Et eksempel:Mer effektive oppgjør
Forretningsmål: Hurtigere oppgjør
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24Livework © 2015
Tjenestedesign er et endringsverktøy
25
Brukerreisen
Livework © 2015
Hvor kommer folk fra?
Begynnelsen på en relasjon
Daglige hendelser, og spesielle situasjoner
Hva gjør folk etterpå?
Før Begynne Under Etter
London Oslo Rotterdam São Paulowww.liveworkstudio.com
-fremtidens Helsehus
Livet leves hjemmeSykehjemsetaten i Oslo
1. mai 2023Livework © 2015
CASE STUDY
27Livework © 2015
Hovedtiltak for bedre rehabilitering
① FORUTSIGBAR & GOD OVERGANG
② TREFFSIKKERT MOTTAK OG TIDLIG AVKLARING
③ MÅLRETTET OPPHOLD
④ TRYGG OG GOD OVERGANG HJEM
Brukerreisen Helsehus
Overordnet beskrivelse av ønsket opplevelse for brukerne
Overordnet beskrivelse av hva tjenestene sammen må gjøre for å møte behovene til brukeren.
Livework © 2015 29
Bevisst Hendelse Avklare Bli mottatt Starte opp Behandles Oppholde Endring Avslutte Hjemkomst Følges opp
Henvisende instans er tydelige på at oppholdet på helsehus vil bli endelig definert i samråd med pasientene selv, samt tverrfaglig team i primær-helsetjenesten. Faste forløp gir forutsigbarhet rundt hva som skal skje videre.
30Livework © 2015
Pilot ved Ryen HelsehusFire ulike pasientopplevelser skulle testes
• Bli møtt i ”døra”
• Få muntlig info
• Tydelig hva som skal skje de neste dagene
• Kartlegging av behov og mål
• Tverrfaglig/tverrtjenestelig møte for å skreddersy oppholdet
• Samtale om tiltak man kan gjøre hjemme for et bedre liv
• Avsluttende tverrfaglig møte for å sikre riktig videreføring og oppfølging
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Helhetlig langtidseffekt av forløpet
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EFFEKT
Bo i eget hjem
Redusert bruk tjenester
Funksjonsnivå med redusert ressursbruk
Hurtigere funksjonsnivå
Reduksjon i re-innleggelser
Redusert liggetid
De viktigste helhetlige effektene av fremtidens Helsehus er forventet å være:
ST
ST
ST
ST
ST
Høy effekt Medium effekt Lav effekt LT Long term MT Medium term ST Short term
Legend
Helhetlig effekt
Redusert kost off. finansiert botilbud
Kortere opphold i helsehus ST
32
Helhetlig langtidseffekt av forløpet
Livework © 2015
EFFEKT
Bo i eget hjem
Redusert bruk tjenester
Funksjonsnivå med redusert ressursbruk
Hurtigere funksjonsnivå
Reduksjon i re-innleggelser
Redusert liggetid
De viktigste helhetlige effektene av fremtidens Helsehus er forventet å være:
ST
ST
ST
ST
ST
Høy effekt Medium effekt Lav effekt LT Long term MT Medium term ST Short term
Legend
Helhetlig effekt
Redusert kost off. finansiert botilbud
Kortere opphold i helsehus ST
Forventet årlig besparelse for Oslo
kommune: 475 MNOK
33Livework © 2015
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London Oslo Rotterdam São Paulowww.liveworkstudio.com 1. mai 2023
CONTACT
www.liveworkstudio.com
Lavrans Løvlie
Livework © 2015
+47 918 06 139
Service Design – From Insight to implementation
Service Design for Business: A Practical Guide to Optimizing the Customer Experience
Service Design for Business:http://eu.wiley.com/
Service Design:http://rosenfeldmedia.com/books/service-design
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