This is Service Design Thinking @ UXCamp CPH 4-2014

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Service Design ThinkingUX Camp KbenhavnJakob Schneider2014UX Camp CPHCo-Editor / Co-Author Visual DesignerCreative Director PartnerCo-Founder Lead DesignerCo-Founder Lead DesignerJakob SchneiderService Design ThinkingJakob Schneider 2014UX Camp CPHDESIGN THINKINGSERVICE DESIGNCUSTOMER EXPERIENCESERVICE MARKETINGNEW MARKETINGHUMAN-CENTERED DESIGNSERVICE DESIGN THINKINGBUZZWORD BINGOService Design ThinkingJakob Schneider 2014UX Camp CPHService design thinking is an iterative process.REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATIONService Design ThinkingJakob Schneider 2014UX Camp CPHDISCOVER DEFINE DEVELOP DELIVERThe Double diamond as described by the British Design CouncilService design thinking is an iterative process.Service Design ThinkingJakob Schneider 2014UX Camp CPHService design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc.Service Design ThinkingJakob Schneider 2014UX Camp CPHDESIGN RESEARCHEARLY PROTOTYPINGITERATIVE PROCESSBUZZWORD BINGOService Design ThinkingJakob Schneider 2014UX Camp CPHA CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVEService Design ThinkingJakob Schneider 2014UX Camp CPHA CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE or as some might call it: slipping in your customers shoes.Service Design ThinkingJakob Schneider 2014UX Camp CPHPERSONAJake30Male GermanDont believe the hype!Service Design ThinkingJakob Schneider 2014UX Camp CPHPERSONADont believe the hype!User/customer stereotypes based on researchJake30Male GermanService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE11 Reading a travel magazineService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE2 Going to a travel agency1 2Service Design ThinkingJakob Schneider 2014UX Camp CPHJAKE3 Reading online reviews1 2 3Service Design ThinkingJakob Schneider 2014UX Camp CPHJAKE4 Booking online1 2 3 4Service Design ThinkingJakob Schneider 2014UX Camp CPH2 3 4JAKE5 Dreaming of holidays while at work5Service Design ThinkingJakob Schneider 2014UX Camp CPH3 4JAKE6 Packing bags5 6Service Design ThinkingJakob Schneider 2014UX Camp CPH4JAKE75 6 7Check-in process with long lineP R E - S E R V I C E P E R I O DService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE8 Checking in, baggage drop-off5 6 7 8P R E - S E R V I C E P E R I O D S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE9 Passing security check6 7 8 9P R E - S E R V I C E P E R I O D S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE10 Boarding7 8 9 10P R E - S E R V I C E P E R I O D S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE11 In-flight experience8 9 10 11S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE12 Arrival at destination9 10 11 12S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE13 Transfer to accomodation10 11 12 13S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE14 Staying at the hotel11 12 13 14S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE15 Attending a diving school 12 13 14 15S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE16 Dinging at local restaurant13 14 15 16S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE17 Flying back home14 15 16 17S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPHJAKE18 Posting online reviews15 16 17 18S E R V I C E P O S T - S E R V I C EService Design ThinkingJakob Schneider 2014UX Camp CPH4 51 2 39 106 7 814 1511 12 1316 17 18Service Design ThinkingJakob Schneider 2014UX Camp CPHP 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 Dpost-service periodTHE CUSTOMER JOURNEY OFService Design ThinkingJakob Schneider 2014UX Camp CPHINTRODUCINGKLAUSCool!Service Design ThinkingJakob Schneider 2014UX Camp CPH16 17 18JAKEP R E - S E R V I C E P E R I O DS E R V I C E P E R I O D P O S T - S E R V I C E21KLAUS3Service Design ThinkingJakob Schneider 2014UX Camp CPH16 17 18JAKEP R E - S E R V I C E P E R I O DS E R V I C E P E R I O D P O S T - S E R V I C E21KLAUS3social mediaService Design ThinkingJakob Schneider 2014UX Camp CPHPOSITIVE social mediaService Design ThinkingJakob Schneider 2014UX Camp CPHPOSITIVE social mediaJoshie, the giraffeImages: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.htmlService Design ThinkingJakob Schneider 2014UX Camp CPHPOSITIVE social mediaJoshie, the giraffeImages: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.htmlService Design ThinkingJakob Schneider 2014UX Camp CPHPOSITIVE social mediaImages: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.htmlService Design ThinkingJakob Schneider 2014UX Camp CPHNEGATIVE social mediaService Design ThinkingJakob Schneider 2014UX Camp CPH13.000.000+Dave Carroll United breaks guitarsService Design ThinkingJakob Schneider 2014UX Camp CPHDave Carroll United breaks guitars13.000.000+Service Design ThinkingJakob Schneider 2014UX Camp CPHCUSTOMER SATISFACTIONEXPECTATIONS VS. EXPERIENCESService Design ThinkingJakob Schneider 2014UX Camp CPHEMOTIONAL JOURNEY1 2 3 4 5 6 7 8 9 10P 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 EJAKEService Design ThinkingJakob Schneider 2014UX Camp CPHEMOTIONAL JOURNEY1 2 3 4 5 6 7 8 9 10P 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 EJAKEKLAUSService Design ThinkingJakob Schneider 2014UX Camp CPHEMOTIONAL JOURNEY1 2 3 4 5 6 7 8 9 10P 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 EJAKEKLAUSLAURAService Design ThinkingJakob Schneider 2014UX Camp CPHMARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCESThis is where UX comes in, right?Service Design ThinkingJakob Schneider 2014UX Camp CPH#servicedesignService Design ThinkingJakob Schneider 2014UX Camp CPHSERVICE-DOMINANT LOGICService Design ThinkingJakob Schneider 2014UX Camp CPHSERVICE-DOMINANT LOGICProduct or service?Service Design ThinkingJakob Schneider 2014UX Camp CPHSERVICE DOMINANT LOGICDer Service hinter dem Produkt AnrufbeantworterTHE SERVICE BEHIND THE PRODUCTService Design ThinkingJakob Schneider 2014UX Camp CPHValue-in-ExchangeGOODS-DOMINANT LOGICService Design ThinkingJakob Schneider 2014UX Camp CPHValue-in-Exchange Value-in-UseSERVICE-DOMINANT LOGICService Design ThinkingJakob Schneider 2014UX Camp CPHValue co-creationSERVICE-DOMINANT LOGICService Design ThinkingJakob Schneider 2014UX Camp CPHA D V E R T I S E M E N T SADVERTISEMENTSService Design ThinkingJakob Schneider 2014UX Camp CPHMOMENT OF SALEA D V E R T I S E M E N T S S A L E Smoment of saleService Design ThinkingJakob Schneider 2014UX Camp CPHMOMENT OF SALEUSING A DIGITAL SERVICEA D V E R T I S E M E N T S S A L E Smoment of saleService Design ThinkingJakob Schneider 2014UX Camp CPHAFTER SALESA 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 Safter sales (service)Service Design ThinkingJakob Schneider 2014UX Camp CPHAFTER SALESA 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 Safter sales (service)USING A DIGITAL SERVICEService Design ThinkingJakob Schneider 2014UX Camp CPHHOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEYP R E - S E R V I C EA D V E R T I S E M E N T SP O S T - S E R V I C ES E R V I C ES A L E A F T E Rmoment of sale after salesService Design ThinkingJakob Schneider 2014UX Camp CPH We dont think of the Kindle Fire as a tablet. We think of it as a service. Jeffrey Bezos Founder and CEO of Amazon.comTHINK IN SERVICESService Design ThinkingJakob Schneider 2014UX Camp CPH The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things.Our competitors arent taking our market share with devices; they are taking our market share with an entire ecosystem. This means were going to have to decide how we either build, catalyse or join an ecosystem. Stephen Elop, CEO of NokiaTHINK IN SERVICE ECOSYSTEMSService Design ThinkingJakob Schneider 2014CA BUX Camp CPHJAKEKLAUSA SERVICE ECOSYSTEMService Design ThinkingJakob Schneider 2014CA BUX Camp CPHJAKEKLAUSAIRLINHOTELAGENCTRANSRESTREVDIVINGA SERVICE ECOSYSTEMService Design ThinkingJakob Schneider 2014UX Camp CPHHOTELKLAUSAGENCA SERVICE ECOSYSTEMService Design ThinkingJakob Schneider 2014UX Camp CPHKLAUSAGENCHOTELEMPLOYEESSHAREHOLDERS SUPPLIERSAUTHORITIESCOMMUNITYMAINTENANCEROOM SERVICELAUNDRYMARKETINGSALESKITCHENETC A SERVICE ECOSYSTEMService Design ThinkingJakob Schneider 2014CA BUX Camp CPHJAKEKLAUSAIRLINHOTELAGENCTRANSRESTREVDIVINGA SERVICE ECOSYSTEMService Design ThinkingJakob Schneider 2014CA BUX Camp CPHJAKEKLAUSAIRLINHOTELAGENCTRANSRESTREVDIVINGA SERVICE ECOSYSTEMService Design ThinkingJakob Schneider 2014UX Camp CPH#servicedesignService Design ThinkingJakob Schneider 2014UX Camp CPHCorporate communications Infrastructure UsabilityLook and feelTechnical supportCustomer relationship management Customer supportPoint-of-SalesMARKETING IT DESIGN/UX SALESService Design is not new.Service Design ThinkingJakob Schneider 2014UX Camp CPHITSALESDESIGNMARKETING... and maybe some of this UX thingy,Service Design ThinkingJakob Schneider 2014UX Camp CPHService design is inter-disciplinary.IT MARKETERMANAGERSALES DEVELOPERPSYCHOLOGISTDESIGNDESIGNERMARKETINGService Design ThinkingJakob Schneider 2014UX Camp CPHService design is inter-disciplinary.Service Design ThinkingJakob Schneider 2014UX Camp CPHEvery discipline has its language.Service Design ThinkingJakob Schneider 2014UX Camp CPHService design thinking is a common language.Service Design ThinkingJakob Schneider 2014UX Camp CPHService design thinking is an iterative process.REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATIONService Design ThinkingJakob Schneider 2014UX Camp CPHSERVICE DESIGN THINKINGDOINGService Design ThinkingJakob Schneider 2014UX Camp CPHTOOLSExploration Creation/Reflection ImplementationREFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONEXPLORATION CREATIONJUST SOME OF ALL THESEService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationSELF-EXPLORATIONService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationOBSERVATIONService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationCONTEXTUAL INTERVIEWSService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationMOBILE ETHNOGRAPHYService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationPERSONASService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationCUSTOMER JOURNEY MAPSService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationSTAKEHOLDER MAPSService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationVALUE NETWORK MAPSService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationSERVICE PROTOTYPESService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationSERVICE ADVERTISEMENTSService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationBUSINESS MODEL INNOVATIONService Design ThinkingJakob Schneider 2014UX Camp CPHExploration Creation/Reflection ImplementationTHEATRICAL TOOLSService Design ThinkingJakob Schneider 2014UX Camp CPH#servicedesignService Design ThinkingJakob Schneider 2014UX Camp CPH5 BASIC PRINCIPLESService Design ThinkingJakob Schneider 2014UX Camp CPH1 USER-CENTREDService Design ThinkingJakob Schneider 2014UX Camp CPH2 CO-CREATIVEService Design ThinkingJakob Schneider 2014UX Camp CPH3 SEQUENCINGService Design ThinkingJakob Schneider 2014UX Camp CPH4 EVIDENCINGService Design ThinkingJakob Schneider 2014UX Camp CPH5 HOLISTICService Design ThinkingJakob Schneider 2014UX Camp CPH#servicedesignService Design ThinkingJakob Schneider 2014UX Camp CPH#servicedesign (or whatever you call what were doing) managementTHE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCEService Design ThinkingJakob Schneider 2014UX Camp CPHSERVICE DESIGN MANAGEMENTCX ANALYSISIMPLEMENTATIONIDENTIFICATION OF CRITICAL TOUCHPOINTSCREATIONREFLECTIONService Design ThinkingJakob Schneider 2014UX Camp CPHIMPLEMENTATIONIDENTIFICATION OF CRITICAL TOUCHPOINTSCREATIONREFLECTIONSERVICE DESIGN MANAGEMENTCX ANALYSISService Design ThinkingJakob Schneider 2014UX Camp CPHService Design ThinkingJakob Schneider 2014UX Camp CPHService Design ThinkingJakob Schneider 2014UX Camp CPHService Design ThinkingJakob Schneider 2014UX Camp CPHIMPLEMENTATIONCREATIONREFLECTIONCX ANALYSISIDENTIFICATION OF CRITICAL TOUCHPOINTSSERVICE DESIGN MANAGEMENTService Design ThinkingJakob Schneider 2014UX Camp CPHTHE TOUCHPOINT PORTFOLIOIMPACT ON CUSTOMER SATISFACTIONCOST A LOTCHEAPService Design ThinkingJakob Schneider 2014UX Camp CPHTHE TOUCHPOINT PORTFOLIOIMPACT ON CUSTOMER SATISFACTIONCOST A LOTCHEAPService Design ThinkingJakob Schneider 2014UX Camp CPHTHE TOUCHPOINT PORTFOLIOIMPACT ON CUSTOMER SATISFACTIONCOST A LOTCHEAPSTART HERE!Service Design ThinkingJakob Schneider 2014UX Camp CPHCX ANALYSISIMPLEMENTATIONIDENTIFICATION OF CRITICAL TOUCHPOINTSSERVICE DESIGN MANAGEMENTCREATIONREFLECTIONService Design ThinkingJakob Schneider 2014UX Camp CPHUnderstanding the impact of new or modified touchpoints on the customer experience, the service ecosystem, and the organisation, and employee experience PROTOTYPINGCREATIONREFLECTIONService Design ThinkingJakob Schneider 2014UX Camp CPHService Design ThinkingJakob Schneider 2014UX Camp CPHService Design ThinkingJakob Schneider 2014UX Camp CPHSERVICE DESIGN MANAGEMENTCX ANALYSISIMPLEMENTATIONIDENTIFICATION OF CRITICAL TOUCHPOINTSCREATIONREFLECTIONService Design ThinkingJakob Schneider 2014UX Camp CPHTAKE-AWAYSDont mind buzzwords.Design the process. Each and every time.Document visually. Document professionally.Prototype early. Prototype cheaply.Make immaterial elements tangible.Establish a common language across silos.Be emphatic. Be a facilitator.Service Design ThinkingJakob Schneider 2014UX Camp CPHFURTHER INTEREST?BOOKSProcess & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010)Service-Dominant Logic: The Service-Dominant Logic of Marketing by Robert Lusch & Stephen Vargo (2006)Experience Economy: The Experience Economy by Joseph Pine II & James Gilmore (1999)Service Design: Service Design From Insight to Implementation by Andy Polaine, Lavrans Lvlie & Ben Reason (2013)ONLINE RESSOURCEStwitter: #servicedesignwww.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.orgwww.smaply.comService Design ThinkingJakob Schneider 2014UX Camp CPHJakob Schneider@jakoblies jakob@smaply.comwww.kd1.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.comTHANK YOU. and have an awesome day!Service Design ThinkingJakob Schneider 2014