birgit mager - journey map into the future
TRANSCRIPT
A Journey Map Into the Future
Birgit Mager Professor for Service Design, KISD
SDN President
„It is not the tram that makes transportation a successful experience. It is the schedule.“
Lucius Burckhardt. Design is invisible.
INDEED
FIRST PROJECTS
FIRST EXHIBITIONS
EXPERIMENTATION
1995
FIRST PUBLICATION
SERVICE DESIGN DEFINITION
2003
SERVICE DESIGN DEFINITION
SERVICE DESIGN WORLDVIEW
SERVICE DESIGN PROCESS
SERVICE DESIGN METHODS AND TOOLS
FORMALISATION
SERVICE DESIGN DEFINITION
Service Design creates services that are useful, usable and desirable from the customer perspective and efficient, effective and different from a provider perspective.
2004
Interdisciplinary Teams
Frame - Reframe
Zoom in -Zoom out
Processes and Relationships
Deep Dive
Co-create
Visualizations & Prototypes
Iterations
SERVICE DESIGN WORLDVIEW
THE GUARDIAN
2009
SERVICE DESIGN DEFINITION
Service Design choreographs processes, technologies and interactions within complex systems in order to co-create value for relevant stakeholders.
2010
„An independent evaluation of the service industries 2011 showed that every £1 invested in a design project returned over £25 within a two-year period. Typical benefits for participating firms have been accelerated business growth, increased market share and successful new product, service and brand.“
Design for Innovation. DC
1£ FOR 25£
2012
122013
LUFTHANSA
2014
LUFTHANSA
2001
STORYBOARDS
MOCK UPS & PROTOTYPES
LUFTHANSA
2014
LUFTHANSA
DEMAND FOR SERVICE DESIGN AGENCIES
FROM FRONT STAGE TO BACK STAGE
MEASURES OF IMPACT
SERVICE DESIGN EXPANSION
BUSINESS PERSPECTIVE
THE SERVICE DESIGN EVOLUTION
PLAYFUL FRAMING
USER FOCUS
METHODS
EXTERNAL SUPPORT
CONCEPTS
STRATEGIC FOCUS
SYSTEM VIEW
MINDSET
INTERNAL CAPACITY
IMPLEMENTATION
WHAT´S NEXT
In-House Service Design
Vargo/Lusch
TT
INNOVATION LABS
Birgit Mager & Laura Longerich
Vargo/Lusch
26
ORGANIZATIONAL CHANGE
PRODUCT AND SERVICE INNOVATION
mission of lab
typology company orientation
Finance
Telecommunication
Technology
Energy
Health
Transportation
expand
enrich
transform
evolve
MARKET INNOVATION
CUSTOMEREXPERIENCE
the evolution mapimplementing an innovation lab within an organization
showcase rooms,company training center
measurement of success,training program
project-related collaboration with internal employees, top-manager hired
constant budget,consulting
distributed innovation teams
department related projects
facilites represent new way of working
constant budget, no consulting
need for change:
talks, literature, case studies, new method
impulse 1
impulse 2
impulse 3
initiatorle
git
imiz
atio
n in
th
e c
om
pan
ybottom-up initiative
top-down initiation
DIMENSIONS
People
Practices
Places
Budget
Attitude
experimental realisation
organisation & structuring
spreading & measuring
growth & professionalizing
strategictransformation
innovative culture
1inception
2experimentationawareness
4innovation
diffusion
3integration
market sensing
skepticismcuriosity
experimentationobligation
new normalovercome constraints
no room
time as budget
pilot project
ad hoc team rooms and spaces as playground
work on projects,evolve methods
shaping the team,external support
seed money,consulting
SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
29
30
31
SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design
SERVICE DESIGN LEVELS
INTERFACE LEVEL
SYSTEM LEVEL
STRATEGIC LEVEL
front stage
back stage
strategy
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SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design
Agency market transparency
SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design
Agency market evolution
Impact measures - based on implementation ;-)