1. Co-designing business models
The Service Ouroboros:
CoDesigning Service cycles
a tool to support innovation processes
Sune Gudiksen

2. ¥ Tools and games to support innovation
¥ Design of products, services and business models
¥ Workshops again, again and again……

3. 4
2
1
Sketching/Prototyping time (and space)
Ouroboros
3
Customer journeys & Service Blueprints
Agenda
Task

4. 1 Ouroboros

5. Ouroboros?
Renewal of life and infinity – Cosmos
Continuity, Circularity, Cyclic
Whole and Parts
Alchemy and Magic
Death and Life

6. 2 Customer journeys & Service Blueprints

7. Products vs. Services
What is the difference?
A Service is a series of interactions, clues, cues or touchpoints
spanning over time and various spaces.

8. Service blueprint example

9. Customer journey example

10. Customer journey example

11. S"ckdorn
&
Schneider
2010

12. Basic ideas
¥ Services expands over time and space
¥ Services are both intangible and tangible (in oppose to products
that are mainly tangible)
¥ Services expands in a circular way and through cycles
¥ Services with a continuity, dynamic flavour
¥ Services related to disruption – creative destruction

13. The Service Ouroboros

14. Sketching/prototyping time (and space)3

15. Prolonged/Returned use
Short term / Long term
(5 year, 3 year, 1 year)
Before-During-After
Time - based on relationship

16. Different Personas/
Customer groups
Time - based on frequency
Addition & Subtraction

17. The Senses – Ways of learning
Visualisation (Eyes in play)
Drawing (Hands in play)

18. The Senses – Ways of learning
Building (Hands in play)
Bodystorming (Body in play)

19. Games: Rules & Procedures
Brain ’throwing’
touchpoints
Forced relationship
Narratives

20. Reframing layers
¥ Dramatic structure
Anslag – Opbygning – Klimaks - Outro
¥ Type of language
Oral – Written – Visual – Bodily - Hand
¥ Type of interaction’
Social – (Traditional) technology – Digital technology
¥ Degree of user inputs
Producer – Co-Created - Community

21. Task4

22. ¥ To reach mutual understanding between you as a group and
between the case owner and you
¥ To jointly explore future possibilities and create early sketches of
‘services’ and/or ‘service parts’
The Object of monday
The Object of today & tomorrow
¥ To plan the process in the Service Ouroboros for monday

23. Process example 1 – Returned use touchpoints
Making tangible personas
(based on video clips)
Prolonged/Returned use
Selecting touchpoints for
further development
Storyboarding a
touchpoint
Reframing: The layer of
user inputs

24. Process example 2 – Existing company
towards new direction
1, 3, 5 year situation
Brain throwing touchpoint
(combined with inspiration cards)
Randomize the layer
Bodystorming (act it)
Reframing: The layer of
’language’

25. Process example 3 – Too many touchpoints
Addition & Subtraction
Sketching the actions in the touchpoints
Building in Lego a specific
touchpoint
Bodystorming (act it)
Reframing: Applying a
dramatic structure

27. Do you have
any questions?
Questions, s’il vous plaît