this is service design thinking @ uxcamp cph 4-2014

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  • Service Design Thinking

    UX Camp Kbenhavn

    Jakob Schneider

    2014

  • UX Camp CPH

    Co-Editor / Co-Author Visual Designer

    Creative Director Partner

    Co-Founder Lead Designer

    Co-Founder Lead Designer

    Jakob Schneider

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    DESIGN THINKINGSERVICE DESIGN

    CUSTOMER EXPERIENCESERVICE MARKETING

    NEW MARKETINGHUMAN-CENTERED DESIGN

    SERVICE DESIGN THINKING

    BUZZWORD BINGO

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    Service design thinking is an iterative process.

    REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    DISCOVER DEFINE DEVELOP DELIVER

    The Double diamond as described by the

    British Design Council

    Service design thinking is an iterative process.

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    Service design thinking is an iterative process.

    The Squiggle by Damien Newman

    from Central Inc.

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    DESIGN RESEARCH

    EARLY PROTOTYPING

    ITERATIVE PROCESS

    BUZZWORD BINGO

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE

    or as some might call it: slipping in your customers shoes.

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    PERSONAJake

    30Male German

    Dont believe the hype!

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    PERSONA

    Dont believe the hype!

    User/customer stereotypes based on research

    Jake

    30Male German

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    1

    1 Reading a travel magazine

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    2 Going to a travel agency

    1 2

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    3 Reading online reviews

    1 2 3

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    4 Booking online

    1 2 3 4

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    2 3 4

    JAKE

    5 Dreaming of holidays while at work

    5

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    3 4

    JAKE

    6 Packing bags

    5 6

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    4

    JAKE

    7

    5 6 7

    Check-in process with long line

    P R E - S E R V I C E P E R I O D

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    8 Checking in, baggage drop-off

    5 6 7 8

    P R E - S E R V I C E P E R I O D S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    9 Passing security check

    6 7 8 9

    P R E - S E R V I C E P E R I O D S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    10 Boarding

    7 8 9 10

    P R E - S E R V I C E P E R I O D S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    11 In-flight experience

    8 9 10 11

    S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    12 Arrival at destination

    9 10 11 12

    S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    13 Transfer to accomodation

    10 11 12 13

    S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    14 Staying at the hotel

    11 12 13 14

    S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    15 Attending a diving school

    12 13 14 15

    S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    16 Dinging at local restaurant

    13 14 15 16

    S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    17 Flying back home

    14 15 16 17

    S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    JAKE

    18 Posting online reviews

    15 16 17 18

    S E R V I C E P O S T - S E R V I C E

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    4 51 2 3

    9 106 7 8

    14 1511 12 13

    16 17 18

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D

    post-service period

    THE CUSTOMER JOURNEY OF

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    INTRODUCINGKLAUS

    Cool!

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    16 17 18

    JAKE

    P R E - S E R V I C E P E R I O D

    S E R V I C E P E R I O D P O S T - S E R V I C E

    21

    KLAUS

    3

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    16 17 18

    JAKE

    P R E - S E R V I C E P E R I O D

    S E R V I C E P E R I O D P O S T - S E R V I C E

    21

    KLAUS

    3

    social mediaService Design ThinkingJakob Schneider 2014

  • UX Camp CPH

    POSITIVE social media

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    POSITIVE social media

    Joshie, the giraffe

    Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    POSITIVE social media

    Joshie, the giraffe

    Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    POSITIVE social media

    Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    NEGATIVE social media

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH13.000.000+

    Dave Carroll United breaks guitars

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    Dave Carroll United breaks guitars

    13.000.000+Service Design ThinkingJakob Schneider 2014

  • UX Camp CPH

    CUSTOMER SATISFACTION

    EXPECTATIONS VS. EXPERIENCES

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    EMOTIONAL JOURNEY

    1 2 3 4 5 6 7 8 9 10

    P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

    JAKE

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    EMOTIONAL JOURNEY

    1 2 3 4 5 6 7 8 9 10

    P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

    JAKEKLAUS

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    EMOTIONAL JOURNEY

    1 2 3 4 5 6 7 8 9 10

    P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

    JAKEKLAUSLAURA

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES

    This is where UX comes in, right?

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    #servicedesign

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    SERVICE-DOMINANT LOGIC

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    SERVICE-DOMINANT LOGIC

    Product or service?

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    SERVICE DOMINANT LOGIC

    Der Service hinter dem Produkt AnrufbeantworterTHE SERVICE BEHIND THE PRODUCT

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    Value-in-Exchange

    GOODS-DOMINANT LOGIC

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    Value-in-Exchange Value-in-Use

    SERVICE-DOMINANT LOGIC

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    Value co-creation

    SERVICE-DOMINANT LOGIC

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    A D V E R T I S E M E N T S

    ADVERTISEMENTS

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    MOMENT OF SALE

    A D V E R T I S E M E N T S S A L E S

    moment of sale

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    MOMENT OF SALEUSING A DIGITAL SERVICE

    A D V E R T I S E M E N T S S A L E S

    moment of sale

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    AFTER SALES

    A D V E R T I S E M E N T S A F T E R S A L E SS A L E S

    after sales (service)

    Service Design Thinking

    Jakob Schneider 2014

  • UX Camp CPH

    AFTER SALES

    A D V E R T I S E M E N T