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“Everything	
  is	
  a	
  service”	
  
     Eastern	
  Europe	
  Mobile	
  Monday	
  summit,	
  	
  
        Bucharest,	
  26-­‐28	
  September	
  2011	
  
                             	
  
                           @sly	
  
⤑  A new marketing paradigm

                                                               ⤑  The basis of all exchange is
                                                                  service

                                                               ⤑  Goods are a distribution
                                                                  mechanism for service provision
“Evolving to a New
                                                               ⤑  Value is always co-created with
Dominant Logic for                                                the customer
Marketing”                                                     ⤑  A service-centered view is
Publication of an award-winning
                                                                  inherently customer oriented and
article by Stephen Vargo and Robert
Lusch in a 2004 edition of Journal of                             relational
Marketing entitled
                                                               ⤑  Value-in-use replaces value-in-
Source: http://en.wikipedia.org/wiki/Service_dominant_logic_
%28marketing%29
                                                                  exchange

                             	
  
But what is a
service ?
         	
  

                Services,	
  as	
  opposed	
  to	
  
                goods,	
  are:	
  
                	
  
                ⤑  Intangible	
  
                ⤑  Cannot	
  be	
  stored	
  
                ⤑  Are	
  consumed	
  &	
  produced	
  at	
  the	
  
                     same	
  Gme	
  
                ⤑  Are	
  delivered	
  via	
  oHen	
  complex	
  
                     systems	
  &	
  processes	
  
                ⤑  Involve	
  people	
  and	
  their	
  
                     relaGonships	
  
                	
  
And what is a good
service ?
                     SERVICE	
  EFFICIENCY	
  	
  
         	
  
                     Services	
  that	
  help	
  users	
  
                     (customers)	
  to	
  get	
  their	
  jobs	
  done,	
  
                     solve	
  their	
  problems	
  by	
  producing	
  
                     their	
  desired	
  outcome	
  
                     	
  



                     SERVICE	
  EXPERIENCE	
  	
  
                     And	
  provide	
  them	
  with	
  a	
  good	
  
                     (outstanding)	
  experience	
  across	
  
                     different	
  channels	
  &	
  touchpoints	
  
                     	
  
Understanding the
problems users try
to solve
                      	
  
By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Ethnography	
  (or	
  
“day	
  in	
  a	
  life”	
  
study)	
  	
  
Understanding the
problems users try
to solve
                      	
  
By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Front-­‐line	
  staff	
  
interviews	
  
	
  
Understanding the
problems users try
to solve
                      	
  
By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Personas	
  	
  
Understanding the
problems users try
to solve
                      	
  
By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Co-­‐design	
  
workshops	
  
	
  
"Mapping the jobs to be done
Source:	
  hSp://www.jey-­‐associates.com/pr/Customer-­‐CenteredInnovaGonMap_R0805Hp2.pdf	
  
By the way, what is   ⤑  Is	
  it	
  about	
  mobile	
  (nomad)	
  use	
  of	
  
                         applicaGons/services	
  such	
  as	
  at	
  a	
  bus	
  
“mobile” ?               stop	
  or	
  while	
  looking	
  for	
  a	
  restaurant	
  in	
  
                         an	
  unknown	
  town?	
  	
  
                         	
  
                      ⤑  Or	
  is	
  it	
  about	
  “mobile”	
  devices	
  such	
  as	
  
         	
  
                         smartphones,	
  tablets	
  and	
  maybe	
  also	
  an	
  
                         11”	
  Mac	
  Book	
  Air…..	
  ?	
  

                      ⤑  Or	
  is	
  it	
  about	
  taking	
  your	
  Ipad	
  from	
  the	
  
                         sofa	
  to	
  the	
  toilet	
  to	
  read	
  the	
  news	
  ?	
  

                      ⤑  Or	
  is	
  is	
  it	
  about	
  a	
  mobile	
  channel	
  as	
  part	
  
                         of	
  a	
  service	
  experience	
  ?	
  

                      ⤑  Or	
  are	
  we	
  simply	
  speaking	
  about	
  
                         technology	
  driven	
  service	
  
                         innovaGon	
  &	
  service	
  
                         ecosystems	
  ?	
  

                      	
  
 
So what about                         ⤑  And,	
  increasingly,	
  they	
  are	
  just	
  part	
  of	
  a	
  
                                           service,	
  one	
  touchpoint	
  of	
  a	
  service	
  
mobile apps ?                              	
  
                                      ⤑  Which	
  means	
  that	
  an	
  app	
  is	
  not	
  an	
  end	
  
                                           in	
  itself.	
  	
  
According	
  to	
  service	
               	
  
dominant-­‐logic,	
  every	
               The	
  service	
  as	
  a	
  whole	
  must	
  work,	
  
                                           regardless	
  of	
  how	
  good	
  the	
  app	
  is.	
  In	
  the	
  
mobile	
  app	
  is	
  a	
  service        eye	
  of	
  the	
  user/customer,	
  it’s	
  just	
  one	
  
                                           thing.	
  
                     	
                    	
  
                                      ⤑  A	
  mobile	
  app	
  schould	
  exactly	
  do	
  what	
  
                                           the	
  user	
  expects	
  it	
  to	
  do	
  at	
  a	
  certain	
  
                                           Gme,	
  place	
  &	
  context	
  (and	
  not	
  more)	
  
                                      	
  
 Fitbit:	
  tracking	
  your	
  daily	
  exercise	
  and	
  sleep	
  quality	
  
                                                                           Source:	
  hSp://www.fitbit.com/	
  
 Nike+:	
  Tracking	
  your	
  jogging	
  acGviGes	
  

                                                       hSp://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/	
  
Withings:	
  Tracking	
  &	
  monitoring	
  your	
  weight	
  

                                                                 hSp://www.withings.com/	
  
The	
  Apple	
  Itunes	
  ecosystem	
  
 The	
  Dropbox	
  file	
  syncing	
  &	
  sharing	
  ecosystem	
  

                                                                        www.dropbox.com	
  
Carfinder:	
  A	
  stand	
  alone	
  AR	
  app	
  providing	
  you	
  with	
  the	
  
service	
  to	
  find	
  back	
  your	
  car	
  
                                  Source:	
  hSp://itunes.apple.com/us/app/find-­‐your-­‐car-­‐ar-­‐augmented/id370836023?mt=8	
  
Source:	
  hSp://servicedesigntools.org/about	
  
Mental	
  models	
  
Service	
  blueprints	
  
Customer	
  journey	
  maps	
  
Customer	
  journey	
  maps	
  
Technology	
  
As	
  a	
  driver	
  for	
  mulGple	
  service	
  innovaGon	
  opportuniGes	
  
Technology multiplies service innovation opportunities


       Today’s	
  technology	
  mulGplies	
  service	
  innovaGon	
  opportuniGes	
  




                                                                                     1.	
  Microprocessors	
  
                                                                                     2.	
  Sensors	
  
                                                                                     3.	
  Wireless	
  connecGvity	
  
 Source:	
  hSp://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html	
     4.	
  Databases	
  
Market	
  &	
  distribuGon	
  
innovaGon	
  in	
  services	
  

PlaTorms:	
  a	
  foundaGonal	
  
product	
  (or	
  products)	
  which	
  can	
  
support	
  an	
  ecosystem	
  of	
  
complementary	
  services,	
  support	
  
and	
  process	
  methodologies.
-­‐>	
  Allows	
  for	
  personalized	
  services	
  
individually	
  composed	
  by	
  using	
  
standardized	
  modules	
  (apps),	
  and	
  why	
  
not	
  pushed	
  (proposed)	
  to	
  the	
  user	
  
depending	
  on	
  his	
  context	
  (where	
  he	
  is	
  
and	
  what	
  he	
  does)	
  instead	
  of	
  being	
  
pulled	
  like	
  today	
  
	
  
-­‐>	
  Provides	
  an	
  increase	
  in	
  service	
  
flexibility,	
  efficiency	
  &	
  cost	
  control	
  (only	
  
use/buy	
  the	
  features	
  you	
  need)	
  
                               	
  
So	
  what	
  are	
  the	
  
challenges	
  ?	
  
Understand	
  people’s	
  mental	
  models	
  and	
  the	
  jobs	
  they	
  
try	
  to	
  get	
  done	
  
Design	
  for	
  mulGple	
  devices	
  &	
  interfaces	
  (some	
  without	
  
screens)	
  &	
  opGmize	
  the	
  interplay	
  between	
  them:	
  every	
  
device	
  &	
  interface	
  has	
  its	
  own	
  limitaGons	
  &	
  capabiliGes	
  
Think	
  the	
  whole	
  service	
  system	
  as	
  one	
  thing	
  (that’s	
  what	
  
the	
  customer	
  does	
  !)	
  
In	
  sake	
  for	
  usability	
  &	
  simplicity,	
  only	
  offer	
  the	
  features	
  
really	
  needed	
  on	
  different	
  devices	
  at	
  a	
  specific	
  moment,	
  
place	
  &	
  context:	
  design	
  for	
  low	
  fricGon	
  &	
  	
  be	
  focused	
  
AnGcipate	
  people’s	
  contextual	
  needs	
  by	
  using	
  all	
  the	
  
informaGon	
  available	
  (your	
  phone	
  and	
  other	
  devices	
  or	
  
applicaGons	
  know	
  a	
  lot	
  about	
  you	
  !)	
  
	
  
RFID	
  chips	
  will	
  soon	
  be	
  embedded	
  in	
  everything	
  from	
  
dogs	
  to	
  coffee	
  machines	
  (also	
  replacing	
  QR	
  codes	
  &	
  
bluetooth)	
  as	
  NFC	
  enabled	
  phones	
  will	
  become	
  widely	
  
available	
  (and	
  not	
  only	
  used	
  for	
  payments)	
  
We’d	
  like	
  to	
  switch	
  between	
  devices,	
  interfaces	
  &	
  even	
  
modes	
  without	
  loosing	
  anything	
  &	
  link	
  the	
  physical	
  and	
  
the	
  digital	
  world	
  in	
  a	
  more	
  natural	
  way	
  
PEOPLE	
  DON’T	
  WANT	
  TO	
  BECOME	
  TECHNICAL	
  EXPERTS:	
  
Make	
  things	
  VERY	
  VERY	
  simple	
  &	
  obvious	
  and	
  anGcipate	
  
as	
  much	
  as	
  you	
  can	
  and	
  as	
  much	
  as	
  technology	
  and	
  
intelligent	
  coding	
  allows	
  for	
  
	
  
How	
  to	
  design	
  more	
  mulG-­‐channel	
  services	
  in	
  open	
  
formats	
  ?	
  
	
  
How	
  to	
  set	
  sensible	
  privacy	
  defaults	
  ?	
  
	
  
Credits	
  
	
  
Slide	
  #	
  4:	
  	
  
hSp://www.keystonewaste.ca/sustainable-­‐soluGons/service-­‐efficiency/	
  
hSp://www.beSerbusinessgrowthfaster.com/creaGng-­‐great-­‐customer-­‐service-­‐experience	
  
	
  	
  
Slide	
  #	
  5:	
  
hSp://itsallaboutyouth.files.wordpress.com/2010/07/ethnography.jpg	
  
hSp://www.cxpartners.co.uk/services/ethnography	
  	
  
	
  	
  
Slide	
  #6:	
  
hSp://www.agendani.com/Gme-­‐for-­‐change-­‐edwin-­‐poots-­‐interview	
  
hSp://jobs.ezinemark.com/top-­‐jobs-­‐with-­‐great-­‐demand-­‐in-­‐2011-­‐77368e4e7aab.html	
  
	
  	
  
Slide	
  #7:	
  
hSp://www.adapGvepath.com/ideas/a-­‐liSle-­‐thing-­‐about-­‐personas	
  
hSp://www.blogdetrabajo.com/caracterisGcas-­‐de-­‐las-­‐relaciones-­‐laborales.htm	
  	
  
	
  	
  
Slide#8:	
  
hSp://research.nokia.com/page/11390	
  	
  
	
  	
  
Slide#9:	
  
hSp://www.unplggd.com/unplggd/flickr-­‐finds/the-­‐most-­‐inexpensive-­‐ipad-­‐stand-­‐of-­‐them-­‐all-­‐flickr-­‐find-­‐118043	
  
hSp://markeGngorlando.wordpress.com/2011/02/04/qr-­‐codes-­‐what-­‐are-­‐they-­‐and-­‐how-­‐are-­‐they-­‐used/	
  	
  
	
  	
  
Slide#12:	
  
hSp://www.aarp.org/about-­‐aarp/mobile/	
  	
  
	
  	
  
Slide#16:	
  
hSp://www.apple.com/bw/itunes/what-­‐is/	
  
	
  	
  
Slide#20:	
  
hSp://www.boxesandarrows.com/view/alignment-­‐diagrams	
  	
  
	
  	
  
Slide#21:	
  
hSp://www.boxesandarrows.com/view/alignment-­‐diagrams	
  
	
  	
  
Slide#22:	
  
hSp://www.uxmaSers.com/mt/archives/2011/09/the-­‐value-­‐of-­‐customer-­‐journey-­‐maps-­‐a-­‐ux-­‐designers-­‐personal-­‐journey.php	
  
	
  	
  
Slide#23:	
  
hSp://designforservice.wordpress.com/2010/04/18/starbucks-­‐experience-­‐map/	
  
	
  	
  
Slide#28:	
  
hSp://www.labnol.org/internet/watch-­‐internet-­‐videos-­‐on-­‐tv/12177	
  	
  
Slide#33:	
  
hSp://www.hotel-­‐online.com/News/PR2008_2nd/Jun08_SignatureRFID.html	
  	
  
hSp://nextgenlog.blogspot.com/2011/05/algorithms-­‐smart-­‐appliances-­‐hook-­‐to.html	
  	
  
	
  	
  
Slide#36:	
  
hSp://sprachkonstrukt.de/tag/design/	
  	
  
	
  
Thank	
  you	
  !	
     @sly	
  

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Everything is a service

  • 1. “Everything  is  a  service”   Eastern  Europe  Mobile  Monday  summit,     Bucharest,  26-­‐28  September  2011     @sly  
  • 2. ⤑  A new marketing paradigm ⤑  The basis of all exchange is service ⤑  Goods are a distribution mechanism for service provision “Evolving to a New ⤑  Value is always co-created with Dominant Logic for the customer Marketing” ⤑  A service-centered view is Publication of an award-winning inherently customer oriented and article by Stephen Vargo and Robert Lusch in a 2004 edition of Journal of relational Marketing entitled ⤑  Value-in-use replaces value-in- Source: http://en.wikipedia.org/wiki/Service_dominant_logic_ %28marketing%29 exchange  
  • 3. But what is a service ?   Services,  as  opposed  to   goods,  are:     ⤑  Intangible   ⤑  Cannot  be  stored   ⤑  Are  consumed  &  produced  at  the   same  Gme   ⤑  Are  delivered  via  oHen  complex   systems  &  processes   ⤑  Involve  people  and  their   relaGonships    
  • 4. And what is a good service ? SERVICE  EFFICIENCY       Services  that  help  users   (customers)  to  get  their  jobs  done,   solve  their  problems  by  producing   their  desired  outcome     SERVICE  EXPERIENCE     And  provide  them  with  a  good   (outstanding)  experience  across   different  channels  &  touchpoints    
  • 5. Understanding the problems users try to solve   By  using  design  research   methods:       Ethnography  (or   “day  in  a  life”   study)    
  • 6. Understanding the problems users try to solve   By  using  design  research   methods:       Front-­‐line  staff   interviews    
  • 7. Understanding the problems users try to solve   By  using  design  research   methods:       Personas    
  • 8. Understanding the problems users try to solve   By  using  design  research   methods:       Co-­‐design   workshops    
  • 9. "Mapping the jobs to be done
  • 11. By the way, what is ⤑  Is  it  about  mobile  (nomad)  use  of   applicaGons/services  such  as  at  a  bus   “mobile” ? stop  or  while  looking  for  a  restaurant  in   an  unknown  town?       ⤑  Or  is  it  about  “mobile”  devices  such  as     smartphones,  tablets  and  maybe  also  an   11”  Mac  Book  Air…..  ?   ⤑  Or  is  it  about  taking  your  Ipad  from  the   sofa  to  the  toilet  to  read  the  news  ?   ⤑  Or  is  is  it  about  a  mobile  channel  as  part   of  a  service  experience  ?   ⤑  Or  are  we  simply  speaking  about   technology  driven  service   innovaGon  &  service   ecosystems  ?    
  • 12.   So what about ⤑  And,  increasingly,  they  are  just  part  of  a   service,  one  touchpoint  of  a  service   mobile apps ?   ⤑  Which  means  that  an  app  is  not  an  end   in  itself.     According  to  service     dominant-­‐logic,  every   The  service  as  a  whole  must  work,   regardless  of  how  good  the  app  is.  In  the   mobile  app  is  a  service eye  of  the  user/customer,  it’s  just  one   thing.       ⤑  A  mobile  app  schould  exactly  do  what   the  user  expects  it  to  do  at  a  certain   Gme,  place  &  context  (and  not  more)    
  • 13.  Fitbit:  tracking  your  daily  exercise  and  sleep  quality   Source:  hSp://www.fitbit.com/  
  • 14.  Nike+:  Tracking  your  jogging  acGviGes   hSp://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/  
  • 15. Withings:  Tracking  &  monitoring  your  weight   hSp://www.withings.com/  
  • 16. The  Apple  Itunes  ecosystem  
  • 17.  The  Dropbox  file  syncing  &  sharing  ecosystem   www.dropbox.com  
  • 18. Carfinder:  A  stand  alone  AR  app  providing  you  with  the   service  to  find  back  your  car   Source:  hSp://itunes.apple.com/us/app/find-­‐your-­‐car-­‐ar-­‐augmented/id370836023?mt=8  
  • 24. Technology   As  a  driver  for  mulGple  service  innovaGon  opportuniGes  
  • 25. Technology multiplies service innovation opportunities Today’s  technology  mulGplies  service  innovaGon  opportuniGes   1.  Microprocessors   2.  Sensors   3.  Wireless  connecGvity   Source:  hSp://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html   4.  Databases  
  • 26. Market  &  distribuGon   innovaGon  in  services   PlaTorms:  a  foundaGonal   product  (or  products)  which  can   support  an  ecosystem  of   complementary  services,  support   and  process  methodologies. -­‐>  Allows  for  personalized  services   individually  composed  by  using   standardized  modules  (apps),  and  why   not  pushed  (proposed)  to  the  user   depending  on  his  context  (where  he  is   and  what  he  does)  instead  of  being   pulled  like  today     -­‐>  Provides  an  increase  in  service   flexibility,  efficiency  &  cost  control  (only   use/buy  the  features  you  need)    
  • 27. So  what  are  the   challenges  ?  
  • 28. Understand  people’s  mental  models  and  the  jobs  they   try  to  get  done  
  • 29. Design  for  mulGple  devices  &  interfaces  (some  without   screens)  &  opGmize  the  interplay  between  them:  every   device  &  interface  has  its  own  limitaGons  &  capabiliGes  
  • 30. Think  the  whole  service  system  as  one  thing  (that’s  what   the  customer  does  !)  
  • 31. In  sake  for  usability  &  simplicity,  only  offer  the  features   really  needed  on  different  devices  at  a  specific  moment,   place  &  context:  design  for  low  fricGon  &    be  focused  
  • 32. AnGcipate  people’s  contextual  needs  by  using  all  the   informaGon  available  (your  phone  and  other  devices  or   applicaGons  know  a  lot  about  you  !)    
  • 33. RFID  chips  will  soon  be  embedded  in  everything  from   dogs  to  coffee  machines  (also  replacing  QR  codes  &   bluetooth)  as  NFC  enabled  phones  will  become  widely   available  (and  not  only  used  for  payments)  
  • 34. We’d  like  to  switch  between  devices,  interfaces  &  even   modes  without  loosing  anything  &  link  the  physical  and   the  digital  world  in  a  more  natural  way  
  • 35. PEOPLE  DON’T  WANT  TO  BECOME  TECHNICAL  EXPERTS:   Make  things  VERY  VERY  simple  &  obvious  and  anGcipate   as  much  as  you  can  and  as  much  as  technology  and   intelligent  coding  allows  for    
  • 36. How  to  design  more  mulG-­‐channel  services  in  open   formats  ?     How  to  set  sensible  privacy  defaults  ?    
  • 37. Credits     Slide  #  4:     hSp://www.keystonewaste.ca/sustainable-­‐soluGons/service-­‐efficiency/   hSp://www.beSerbusinessgrowthfaster.com/creaGng-­‐great-­‐customer-­‐service-­‐experience       Slide  #  5:   hSp://itsallaboutyouth.files.wordpress.com/2010/07/ethnography.jpg   hSp://www.cxpartners.co.uk/services/ethnography         Slide  #6:   hSp://www.agendani.com/Gme-­‐for-­‐change-­‐edwin-­‐poots-­‐interview   hSp://jobs.ezinemark.com/top-­‐jobs-­‐with-­‐great-­‐demand-­‐in-­‐2011-­‐77368e4e7aab.html       Slide  #7:   hSp://www.adapGvepath.com/ideas/a-­‐liSle-­‐thing-­‐about-­‐personas   hSp://www.blogdetrabajo.com/caracterisGcas-­‐de-­‐las-­‐relaciones-­‐laborales.htm         Slide#8:   hSp://research.nokia.com/page/11390         Slide#9:   hSp://www.unplggd.com/unplggd/flickr-­‐finds/the-­‐most-­‐inexpensive-­‐ipad-­‐stand-­‐of-­‐them-­‐all-­‐flickr-­‐find-­‐118043   hSp://markeGngorlando.wordpress.com/2011/02/04/qr-­‐codes-­‐what-­‐are-­‐they-­‐and-­‐how-­‐are-­‐they-­‐used/         Slide#12:   hSp://www.aarp.org/about-­‐aarp/mobile/         Slide#16:   hSp://www.apple.com/bw/itunes/what-­‐is/       Slide#20:   hSp://www.boxesandarrows.com/view/alignment-­‐diagrams         Slide#21:   hSp://www.boxesandarrows.com/view/alignment-­‐diagrams       Slide#22:   hSp://www.uxmaSers.com/mt/archives/2011/09/the-­‐value-­‐of-­‐customer-­‐journey-­‐maps-­‐a-­‐ux-­‐designers-­‐personal-­‐journey.php       Slide#23:   hSp://designforservice.wordpress.com/2010/04/18/starbucks-­‐experience-­‐map/       Slide#28:   hSp://www.labnol.org/internet/watch-­‐internet-­‐videos-­‐on-­‐tv/12177     Slide#33:   hSp://www.hotel-­‐online.com/News/PR2008_2nd/Jun08_SignatureRFID.html     hSp://nextgenlog.blogspot.com/2011/05/algorithms-­‐smart-­‐appliances-­‐hook-­‐to.html         Slide#36:   hSp://sprachkonstrukt.de/tag/design/      
  • 38. Thank  you  !   @sly