This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s): Emma Laurentz, Transformator Design Group AB (Sweden) As Senior Service Designer and project manager at Transformator Design, Emma works creativly and operativly in projects, performing customer insight based innovation in channel independant scopes. Working with a wide range of industries; from Social Insurance to Transportation and Banking, Emma has delivered solutions that spread from digital applications to public spaces. Welcome to Sweden! The Capital of Scandinavia When pollution from cars and buses riding to and from the airport is growing larger than from the actual airplanes, how can customer experience in train transportation become a life safer? An exciting talk about the chaos when 5 transportation partners struggle to agree on business models - whilst the customer experience is minimal and the amount of traveller’s in- and out bound by train at Arlanda airport are rapidly increasing. By capturing customer expectation, needs and logic through co-creative based innovation, Transformator Design delivered a solution for the train platform environment as well as in a new business model.

1. “Welcome to
Stockholm!
THE CAPITAL OF
SCANDINAVIA
“

2. EMMA LAURENTZ, SENIOR SERVICE DESIGNER
CASE: ARLANDA TRAIN STATION
“WHAT HAPPENS WHEN
A BLAME GAME IS
INTERRUPTED BY A CUSTOMER INSIGHT
BASED SERVICE DEVELOPMENT?”

3. STOCKHOLM, SWEDEN (1998)
20+ EMPLOYEES
CUSTOMER INSIGHT BASED SERVICE
STRATEGY, INNOVATION, IMPLEMENTATION
CHANNEL INDEPENDANT
BANK, PUBLIC SERVICES, INSURANCES,
HEALTH CARE, TELECOM, TRANSPORTATION,
PHARMACEUTICAL INDUSTRY

4. ARLANDA
AIRPORT BACKGROUND

5. CHALLENGE & PARADOX
INCREASING POLLUTION LEVELS
OUR CLIENT:
ARLANDA AIRPORT DECREASE CAR TRAFFIC THROUGH
ATTRACTIVE TRAIN SERVICE
THE OWNER: IN ORDER TO FINANCE THE TUNNEL -
A-TRAIN (PRIVATE) CHARGING THE OPERATING TRAIN
COMPANIES
3 TRAIN PARTIES CHARGING THE TRAVELLERS AN
(PUBLIC)
EXTRA FEE TO ENTER ARLANDA

6. SHIFT OF FOCUS
NEUTRAL THIRD PARTY
FINDING INCENTIVES FOR ALL
PARTIES TO CHANGE THEIR
BUSINESS MODELS -
FROM FOCUS ON COSTS...
..TO ALTERNATIVES BASED ON
CUSTOMER NEEDS
HELPING TO PRIORITISE AND TO
DEFINE CONDITIONS BEFORE
IMPLEMENTATION

7. SHIFT OF FOCUS
NEUTRAL THIRD PARTY
FINDING INCENTIVES FOR ALL
PARTIES TO CHANGE THEIR
BUSINESS MODELS -
FROM FOCUS ON COSTS...
..TO ALTERNATIVES BASED ON
CUSTOMER NEEDS
HELPING TO PRIORITISE AND TO
DEFINE CONDITIONS BEFORE
IMPLEMENTATION

8. SHIFT OF FOCUS
NEUTRAL THIRD PARTY
FINDING INCENTIVES FOR ALL
PARTIES TO CHANGE THEIR
BUSINESS MODELS -
FROM FOCUS ON COSTS...
..TO ALTERNATIVES BASED ON
CUSTOMER NEEDS
HELPING TO PRIORITISE AND TO
DEFINE CONDITIONS BEFORE
IMPLEMENTATION

9. SHIFT OF FOCUS
NEUTRAL THIRD PARTY
FINDING INCENTIVES FOR ALL
PARTIES TO CHANGE THEIR
BUSINESS MODELS -
FROM FOCUS ON COSTS...
..TO ALTERNATIVES BASED ON
CUSTOMER NEEDS
HELPING TO PRIORITISE AND TO
DEFINE CONDITIONS BEFORE
IMPLEMENTATION

10. SCOPE
FLOW EXPERIENCE

11. PROCESS

12. METHODS
& TOOLS

13. OBSERVATION

14. INTERVIEWS

15. INTERVIEWS
“ COLD CLEAN
DARK QUIET
EMPTY
“

16. PROTOTYPING

17. “I see the sign, I
understand it, I ignore it
and act on my common
sense”

18. WHAT IF..
a b

19. VISUAL TRIGGERS

20. MOCK UP &
CUSTOMER JOURNEY
MAPPING

21. METHODS
OPEN STORIES
OBSERVE AND ASK
PROTOTYPE ON SITE
USE TRIGGERS
MAKE SURE TO SHOW THAT
THINGS CAN BE DIFFERENT
MAKING SERVICES TANGIBLE

22. METHODS
OPEN STORIES
OBSERVE AND ASK
PROTOTYPE ON SITE
USE TRIGGERS
MAKE SURE TO SHOW THAT
THINGS CAN BE DIFFERENT
MAKING SERVICES TANGIBLE

23. METHODS
OPEN STORIES
OBSERVE AND ASK
PROTOTYPE ON SITE
USE TRIGGERS
MAKE SURE TO SHOW THAT
THINGS CAN BE DIFFERENT
MAKING SERVICES TANGIBLE

24. METHODS
OPEN STORIES
OBSERVE AND ASK
PROTOTYPE ON SITE
USE TRIGGERS
MAKE SURE TO SHOW THAT
THINGS CAN BE DIFFERENT
MAKING SERVICES TANGIBLE

25. METHODS
OPEN STORIES
OBSERVE AND ASK
PROTOTYPE ON SITE
USE TRIGGERS
MAKE SURE TO SHOW THAT
THINGS CAN BE DIFFERENT
MAKING SERVICES TANGIBLE

26. METHODS
OPEN STORIES
OBSERVE AND ASK
PROTOTYPE ON SITE
USE TRIGGERS
MAKE SURE TO SHOW THAT
THINGS CAN BE DIFFERENT
MAKING SERVICES TANGIBLE

27. RESULT

28. FROM BLAME TO GAME
UNLEASH OF ORGANISATIONAL ENERGY
INTERNAL CONFLICT RESOLVED
BY NEUTRAL THIRD PARTY
UNLOCKING OF ORGANISATIONAL KNOT
FASTER TO AGREEMENT

29. FROM BLAME TO GAME
UNLEASH OF ORGANISATIONAL ENERGY
INTERNAL CONFLICT RESOLVED
BY NEUTRAL THIRD PARTY
UNLOCKING OF ORGANISATIONAL KNOT
FASTER TO AGREEMENT

30. FROM BLAME TO GAME
UNLEASH OF ORGANISATIONAL ENERGY
INTERNAL CONFLICT RESOLVED
BY NEUTRAL THIRD PARTY
UNLOCKING OF ORGANISATIONAL KNOT
FASTER TO AGREEMENT

31. FROM BLAME TO GAME
UNLEASH OF ORGANISATIONAL ENERGY
INTERNAL CONFLICT RESOLVED
BY NEUTRAL THIRD PARTY
UNLOCKING OF ORGANISATIONAL KNOT
FASTER TO AGREEMENT

32. FROM DELIVERY TO IMPLEMENTATION
PRIORITY WORKSHOPS
CONSULTANCY OF BOARD MEETINGS
CONSULTANCY THROUGH OUT
IMPLEMENTATION PROCESS

33. FROM DELIVERY TO IMPLEMENTATION
PRIORITY WORKSHOPS
CONSULTANCY ON BOARD MEETINGS
CONSULTANCY THROUGH OUT
IMPLEMENTATION PROCESS

34. FROM DELIVERY TO IMPLEMENTATION
PRIORITY WORKSHOPS
CONSULTANCY ON BOARD MEETINGS
CONSULTANCY THROUGH OUT
IMPLEMENTATION PROCESS

35. TACK!