1. The service (r)evolution is happening today!
Will your company be part of it?
Edwin Lieftink, Tieto 2009

2. Service (r)evolution drivers
- The Service economy is booming
Product companies are changing into service companies by adding services to accompany their products.
- The product market is satisfied
Mass production and technological innovation have lead to products that more and more resemble each other.
Consumers are taking the basic functionality and basic standerd of quality for granted.
- Technology enables services
Modern technologies like internet, telecommunications, wireless devices working as service enablers.
But the true revolution lies in the convergence of these technologies.
- Humans have individual needs
Dependent on context and situation customers have different needs for the same service. Even a single
customer can have different needs on different occassions. These needs clearly go beyond different packaging
for the same product.
2 - Service Design, Edwin Lieftink, 2009

3. The service economy
Differentiated
COMPETITIVE POSITION
Undifferentiated
Commodities > Products > SERVICES > Experiences
3 - Service Design, Edwin Lieftink, 2009

4. The business rationale: Increase customer value through optimized service design
Customer value
Increase Increase total
conversion rate customer value
Leads
Improve
customer loyalty
Decrease cost for
customer relationship
management
Source: Philip Rosenthal
Time
4 - Service Design, Edwin Lieftink, 2009

5. Service Design: Changing focus point
Outside-in instead of Inside-out
Focused on EXPERIENCES Focused on TASKS
(people, activities, context) (product, features)
Company
Users
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6. Service Design: Machine vs. System
“Service design is the design of the overall experience of a service as well as the
design of the process and strategy to provide that service.” - Stefan Moritz
The Machine
Traditionally Interaction Design is centered on the relation man with a machine or service, where goals
and activities are well defined.
The System
What happen if the ‘Machine’ is broken down into a network made of services and distributed applications?
What happens if interaction is not longer based on functional and clear goals, but becomes an open and
borderless experience where the main goal is living the experience itself?
Source: Gianluca Brugnoli
6 - Service Design, Edwin Lieftink, 2009

7. Example: The TomTom experience
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8. The TomTom system
Show/About
Webshop
Plan a route
Personal Navigation Device
Smart Phone
Navigator
Maps Live Services
Desktop Application Mobile Media Players
iPhone
Print
Philips Net TV
8 - Service Design, Edwin Lieftink, 2009

9. The TomTom system
Show/About
Webshop
PLAN / BUY / SUBSCRIBE
Plan a route
Personal Navigation Device
Smart Phone
Phone
on
Navigator
ROUTE MANAGE SHARE / EXPLORE
Maps
Maps L
Live Services
Desktop Application
App
plication
plication Mobile Media Players
edia
iPh
iPhone
Print
Philips Net TV
PUBLISH / VIEW
8 - Service Design, Edwin Lieftink, 2009

10. The TomTom system
Show/About
Webshop
Personal Navigation Device
INDOOR a route
Plan
Smart Phone
Phone
ho
Navigator
OUTDOOR OUTDOOR
Maps
Maps L
Live Services
De
Desktop App
esktop Application
plicatio
plication Mobile edia Players
M bil Media Players
rs
iPh
iPhone
Print
Philips Net TV
LIVING ROOM
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11. Customer journey
A
B
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12. Customer journey
Configurations
A
Interfaces
DIFFERENT Context
Interactions
B
Results
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13. Service touchpoints
S E V I C E D E S I G N
PREPARE TRIP ARRIVAL
Plan a route Additional
CUSTOMER JOURNEY Goal Explore Route Parking Explore
information
PND
Mobile
Automotive
Laptop / PC
TV
10 - Service Design, Edwin Lieftink, 2009

14. Service Design principles
“Service Design integrates management, marketing, research and design. It acts as
an interface and connects organisations and clients in a new way.” - Stefan Moritz
- The whole is more important than the parts, design the system.
- Many customer journeys are possible, there is NO best way.
- Users are always in the center: they are the protagonist which freely
and actively connects the touchpoints.
11 - Service Design, Edwin Lieftink, 2009

15. Thanks
Edwin Lieftink