service design breakfast: there is no such thing as service design - anton schubert, 358
DESCRIPTION
Anton's presentation focuses on the problems of creating a consistent service experience across a customer journey when companies operate in deep silos and contract different companies to implement pieces of the customer journey not well aligned with the other pieces. The role of the designer then becomes one of breaking up the silos and setting up a dialogue between the customer and the company.TRANSCRIPT
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Who the hell is Anton Schubert?
- Head of P&S design at 358- IDEO Project Leader- Modelmaker- Failed musician- Yogurt packer- Ball bearing manufacturer- Stained glass lamp maker- Lock fitter- Car mechanic
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There’s no such thing as service design.
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company people
Companies simply don’t understand their customers!
I need to do that.
We should do this!
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company people
That’s good news for designers
dialogue
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I used to do stuff like this
TaiK New Practise 09.11.11 4358
Itriedmyhardesttodesignstufflikethis...
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Now I do stuff more like this
VR + 35815
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Ultimetely our job as designers is to help people and companies to like each other
company people
Service designers, Interaction designers, Product designers, Communication designers, Graphic designers, Interior designers, Architects, Brand strategists, Copywriters, Whatever designers
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Let’s look at the big picture.
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The customer journey
Awareness
Engagement
Purchase
Use
Use more
Advocate
company people
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Awareness
Engagement
Purchase
Use
Use more
Advocate
company people
Three steps - first find a partner
FIND
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Awareness
Engagement
Purchase
Use
Use more
Advocate
company people
Secondly get to know and like each other
FIND
LIKE
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Awareness
Engagement
Purchase
Use
Use more
Advocate
company people
FIND
LIKE
LOVE
And last, if you are lucky, you might fall in love
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Remember great sex isn’t everything!
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But falling in love is not easy
Why?
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Marketing departments work with AD agencies
Awareness
Engagement
Purchase
Use
Use more
Advocate
Ad agencies
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Awareness
Engagement
Purchase
Use
Use more
Advocate
Sales departments work with business and retail consultants
Ad agenciesBus&retail
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Awareness
Engagement
Purchase
Use
Use more
Advocate
Research and Development (R&D) work with design studios
Design studios
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Awareness
Engagement
Purchase
Use
Use more
Advocate
And public relations (PR) work with media agencies
PRUse more
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Awareness
Engagement
Purchase
Use
Use more
Advocate
Silos in companies create broken and inconsistent experiences for the customer
PR
Design studios
Ad agencies
?
Bus&retail
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Some companies you could say are a little schizophrenic
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Wiki says:
Schizophrenia is a mental disorder characterized by a breakdown of thought processes and by poor emotional responsiveness.
It most commonly features auditory hallucintions, paranoid or bizarre delusions, or disorganized speech and thinking. It is accompanied by significant social or occupational dysfunction.
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Awareness
Engagement
Purchase
Use
Use more
Advocate
The best companies in the world do it like this
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IKEA behaviour = consistency and coherency with their purpose
Elisa + 35850
To create a better everyday for the many people. IKEA behaviour = consistency and coherency with their purpose.
EngageAwareness UsePurchase AdvocateUse more
1. Catalogue = Dreams 2. Planning = Dreaming 3. Purchase = Event 4. Use = Mine 5. Sociability = Shared experiences
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So what about designers?
How can we help?
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358 designersThat’s me
That’s Peter
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Awareness
Engagement
Purchase
Use
Use more
Advocate
I’ve spent most of my career as a product and service designer working with R&D teams
Design studios
That’s me
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Awareness
Engagement
Purchase
Use
Use more
Advocate
Peter our CEO has spent most of his life in advertising working with marketing
Design studios
Ad agencies
That’s me
That’s Peter
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Awareness
Engagement
Purchase
Use
Use more
Advocate
We both have a deep core skill
Design studios
Ad agencies
That’s me
That’s Peter
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Awareness
Engagement
Purchase
Use
Use more
Advocate
But more importantly an empathy for each others skill
Design studios
Ad agencies
That’s me
That’s Peter
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Awareness Engagement Purchase Use Use more Advocate
Designers need to work with other disciplines on the wider customer journey
Advertising creative Product & service designers PR and MediaBusiness consultant
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Awareness
Engagement
Purchase
Use
Use more
Advocate
Because silos in design create broken and inconsistent experiences for the customer
PR
Design studios
Ad agencies
?
Bus&retail
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Designers working in a silo at IDEO
R&D silo
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Awareness Engagement Purchase Use Use more Advocate
The best agencies in the world do it like this
Advertising creative Product & service designers PR and MediaBusiness consultant
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So don’t be a service designer...
S
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Be a T - shaped designer that just happens to know a little bit more about services
S
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Because that’s what companies really need
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And also what will help customers fall in love with them
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Kiitos.