Service Design Achievements and Perspectives

Knock & Wait

Study of the Design Council UK 200541 % of all producing companies are regarding design as an integral component of their companies

Design oriented companies are 200% more successful in the stock market

Productparadigm

• Design takes a user perspective, it is user-centric

• Design holistic

• Design is interdisciplinary

• Design has flat hierachies

• Design is creative and co-creating

• Design is visual, stimulates and motivates

Designthinking makes the difference

Study of the Design Council UK 200541 % of all producing companies are regarding design as an integral component of their companies

Design oriented companies are 200% more successful in the stock market

Only 6% of service companies see any role at all for design

Productparadigm

Paradigmchange

• From Products and Technologies towards Solutions

• From the Prestige of Owning towards the Pleasure of Using

• From Selling Stuff to Building Relationsships

Apply designthinking and design methodology to immaterial products in order to create services that are

useful

usable

desirable

efficient

effective

different

Service Design

A first project

Customer Insight

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Gulliver

Service Design

1 - Exploration 2 - Creation 3 - R

eflec

tion

4

- Im

plem

entation

PERSONACREAT

ION

Discovery

Personas

Personas

Personas

TOUCHPOINTS

Discovery

CUSTOMERJOUR

NEY

CUSTOMERJOUR

NEY

Discovery

CUSTOMERJOUR

NEY

Discovery

CUSTOMERJOUR

NEY

Discovery

CUSTOMERJOUR

NEY

Discovery

OBSERVATIONALSTUDIES

Discovery

CONTEXTUALIN

TERVIEW

Discovery

WORKALONG

Discovery

Pregnancy

SELFEXP LORAT

ION

Discovery

Baby Bodies

Audio Diaries

Camera Journey

Daddy Diary

Online Questionnaire

Family Game

COMPANIONSHIP

Discovery

1 - Exploration 2 - Creation 3 - R

eflec

tion

4

- Im

plem

entation

COCREATION

Creation

COCREATION

Creation

STORYBOARDING

Creation

SERVICEA CTING

Creation

Tex

Next Generationshopping experience

PROTOTYPING

Creation

Service Design Research

service Design and Behavioral Change

Service Design - stakeholder map

clients

the women

Citizens

caretakers

politicians/City of

Eindhoven

pimps

industry

Tippelzone

System perspective

Deep understanding of motives

Creation

Long term perspective

Rewarding that gives a perspectivecredit-system helps building up a financial background

Levenskracht - basic support

basic support

Perceivable evidence for change and success

basic support

Social Network

»Everyday I have to ask someone for a place to sleep«

Levenskracht - extended support