This document summarizes Marc Fonteijn's presentation on service design. He discusses how the world is shifting from a focus on products to services, and how designers are needed to design experiences and services with people in mind. He outlines the service design process used by 31Volts, which includes research, concept development, prototyping, and implementation. The presentation concludes by assigning participants to create a customer journey map to map out the touchpoints in a service.

1. Service Design
Hoges������ool Ro������erdam - CMD
15 december 2008

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(incomplete)

3. And since a few weeks I’m also a cartoon!

4. Who knows mobile monday?

5. h������p://www.fli������r.com/photos/momoams/3007308303/
400 people
rode hoed amsterdam
next momo is on feb 2nd!

6. 31VOLTS
I’m the co-founder of 31Volts, a SD studio based in Utrecht. Yes, we are a Design studio.
The big difference from the design studio like you probably know is that we design intangible
stuff -- eg. services
I will tell you more on what we exactly do at 31Volts later on.

7. Design Thinking
Design thinking is a process for practical, creative resolution of problems or issues that
looks for an improved future result.[1] Unlike analytical thinking, design thinking is a creative
process based around the quot;building upquot; of ideas. There are no judgments in design thinking.
This eliminates the fear of failure and encourages maximum input and participation. Outside
the box thinking is encouraged in this process since this can often lead to creative solutions.

8. Sharing
You gain more by sharing -- everything --
Sharing provides feedback, new ideas, energy, empathy (people will like you)
Yes, there are things you shouldn’t share (like you’re pinnumber)

9. Simplicity
We believe things should be as simple possible but not simpler (einstein)
It is very very hard to obtain simplicity
When you’ve achieved it ... it looks so easy and natural

10. h������p://www.fli������r.com/photos/lwr/376714352/
At 31Volts work with people who are t-shaped or t-bone shape as you like.
We believe that it’s not enough to be just an expert in 1 field. Eg graphic design, computer
science or ergonomics. It’s also not enough to just be creative!
You have to have social mindset, project management, self learning. You have to be curious.
You have to be an Design Thinker! You have to believe that everything starts with people.

11. How cool!
31Volts has internships
Yes, we’ll make you into a cartoon too ... and let you work on cool projects!

12. 1. why you’ll be ri������
2. what is SD (and some practical examples)
3. todays assignment
This is the program for today
Every part should be somewhere between 15 and 20 minutes

13. Part 1:
why you’ll be ri������

14. Part 1:
why you’ll be ri������
and happy

15. Communication and
Multimedia Design
Is it
Communication Design and Multimedia Design
or
Communication and Multimedia Design?

16. why design?
Why should we design? Isn’t it much better and easier to just do stuff?
What are the specific skills that designers have?
Ok, we’ll get back to that later on

17. a short trip down
memory-lane

18. h������p://www.fli������r.com/photos/brizzlebornandbred/2046784836/
This guys had it made! He had a successful business. He knew all his clients. The clients were
very satisfied what he offered. Good value for money and the knew what they were getting. If
you needed something special the next day, this guy would wake up at 3am and make sure it
was ready the next day when you stepped in!
But a lot has changed.

19. we’ve focussed on 2
������ings in ������e last
century

20. still much more to come: nano-tech, bio-tech, dna assembly

21. h������p://www.fli������r.com/photos/������eblueboy/2115715749/
pretty good a standardizing stuff
improving processes
getting the maximum efficiency

22. Yes, we still do need all
������ose smart people!

23. But did we forget
some������ing?

24. h������p://www.fli������r.com/photos/danalogan/425912533/
there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management

25. why should we care?

26. “We live in a world where
te������nology has enabled a
multitude of connections
and has accelerated ������e
pace of ������ange.”
-- Aradhana Goel, IDEO

27. ������ange like ...
(hmmm, wasn’t ������is someones quote recently)

28. “Shi������ing focus from
money to currency of
a������ention, reputation,
network”
-- Aradhana Goel, IDEO
Redefining economic values

29. didn’t understand people ... actually didn’t understand the world
I wouldn’t say that the financial crisis is caused by this social shift. But it’s an undeniable
example that our world is changing.

30. h������p://www.fli������r.com/photos/30778530@N04/2888832311/
this is not only the case in the commercial sector
it’s the same in the public sector: hospitals, police, (local) government

31. ������e core of ������is social
and cultural shi������ are
people
It’s not about technology, eg web 2.0 or about management eg. six sigma.
It’s about that we’re moving to a new era. We’ve left the industrial and information age
behind us and are entering the people/human/service era. Actually I think we’re already are
there.

32. Organizations who truly
understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new
winners

33. So again, why am I
telling all ������is?
Who has made the connection? Has anyone figured out why he or she will be rich?

34. Where is ������e money?
Where is the money?!

35. YOU are (educated)
designers

36. Design is not about making
“nice” stuff!

37. h������p://www.fli������r.com/photos/a-mon/3085562427/
Design is not about being
extremly creative ...

38. Design is a process to
create value for people

39. This world needs new
skills and you have
������em!
listen to people, have an interest in who ������ey are, immerse yourself in ������eir world, do it because you
believe it’s important

40. One more ������ing ...

41. h������p://www.fli������r.com/photos/jonrogers/2434962574/
now usually at this moment someone raises his hand and asks: “Marc you’re telling us all this
stuff that we have to pay more attention to people and so on but I just want cheap fuel”
Good point, so do I!
We have to look at what the primary economic offering is: in this case its just petrol! Nothing
more, nothing less. It’s a basic commodity and you want them as cheap as possible.

42. h������p://www.fli������r.com/photos/tonwesseling/2214509996/
Who doesn’t know the coffee company? It’s the dutch starbucks
Can anyone tell me what you’re buying here?
You’re buying “fun-time”, relaxation. You’re NOT buying coffee!

43. fuel = fun
It’s a big difference between paying for fuel or for fun!

44. Q&A

45. Part 2:
what is Service Design

46. A service is made up of
3 ������ings we’ve seen
before

47. Service

48. Te������nology

49. Service
Te������nology
How do we
do it?

50. Business

51. Service
Business Te������nology
Should we How do we
process
do it? do it?

52. People
h������p://www.fli������r.com/photos/sverreb/2722763403/
Not only the people who provide the service but also the people who use the service.

53. People
What do
������ey want?
brand product
Service
Business Te������nology
Should we How do we
process
do it? do it?

54. Service + Design?
So why should we design services?

55. ... its not ������at hard,
design creates be������er
services ...
We’ve said it on one of the first slides.
You have a different primary focus when you design, people.

56. ������ink espressobar again
Designers / you are the ones who can add value there!
You won’t be the ones creating the best coffee
But you are the ones who understand how to look at people and design the experience that
suits they’re need.
And don’t be fooled, it goes way beyond the color of the chairs!

57. h������p://www.fli������r.com/photos/tpoholmes/375953694/
better experience = more economic value

58. time for a video
h������p://www.youtube.com/wat������?v=rYKMSAEaDik

59. How does all ������is relate
to CMD?
So has this made sense?

60. Design is a process to
create value for people

61. Design at ������e level of
policy and ideology
Design at ������e level of
process and system
Design at ������e
level of form and
detail
The design field is growing.
The design proces can be applied to more than form and detail.

62. your design skills can
take you way beyond a
(computer) interface
Think beyond web services, mashups, mobile applications, google maps, etc etc
What would you do to change an hospital...
How would you improve your local government...

63. don’t forget about products
focus on services
Good product designers are being educated right now in India, Brazil and China
Services are much more embedded into an local culture. The design of services is therefore
almost impossible to outsource.

64. ba������ to 31Volts
Ok, after hearing all this you now probably wonder: what is that you guys actually do at the
31Volts studio.

65. our design proces
(you should know ������is)
Well, like I said before we design! And a lot of the things we do should be pretty familiar to
you.
Let’s take a closer look...

66. 1. Resear������
We do a lot of research, insight gathering and analys. Some people do quantitive market
research, some to trend analysis. We try to focus on the actual life of people. Getting to know
who they are, what is important to them.
We design all kinds of tools to get these insights. Especially because there is a difference
between what people SAY and what people DO.
So this is all about getting out on the street, doing interview, taking photos, creating
persona’s, mapping the context, etc etc

67. user interview
shadowing
cultural probes
creating persona’s
contextmapping
photostudy’s
1. Resear������
We do a lot of research, insight gathering and analys. Some people do quantitive market
research, some to trend analysis. We try to focus on the actual life of people. Getting to know
who they are, what is important to them.
We design all kinds of tools to get these insights. Especially because there is a difference
between what people SAY and what people DO.
So this is all about getting out on the street, doing interview, taking photos, creating
persona’s, mapping the context, etc etc

68. 2. Concept Development
We do a lot of concept development.

69. sket������ing
storyboards
scenario’s
moodboards
brainwriting
2. Concept Development
We do a lot of concept development.

70. 3. Prototyping
Prototyping intangible things like experiences is somewhat a new field of expertise.
We use storytelling, playacting, create physical models

71. playacting
storytelling
lo-fi moddeling
virtual reality*
3. Prototyping
Prototyping intangible things like experiences is somewhat a new field of expertise.
We use storytelling, playacting, create physical models

72. 4. Implementation

73. service blueprints
service evidence overview
implementation plans
training programme
business plans
4. Implementation

74. Q&A

75. Part 3:
������e assignment

76. The homework?
who has made more than 3 / 5 / 10 photos?
What did you photograph ... what was positive and negative?

77. Todays assignment:
Create a Customer Journey Map
One small step in the whole design process. It’s a tool to get insight in the current experience
and identify gaps and opportunaties.

78. Why?
Holistic view on experiences
It’s an research step to identify gaps and opportunities in an existing experience.

79. 2 ������ings you need to
know

80. journeys & tou������points
Who is familliar with the term touchpoints?
Fysiek / virtual / human

83. Case:
������e trainride
(simplified)
2. plan 4. ti������ets 6. board 8. arrive
1. learn 3. enter 5. wait 7. travel 9. continue

85. remember, tou������points
can be physical, virtual
or human

86. your result could look
some������ing like ������is

88. Q&A

89. Did you know?
31Volts has internships!
Yes, we’ll make you into a cartoon too ... and let you work on cool projects!

90. Thanks !
marc@31v.nl
h������p://twi������er.com/marcfonteijn
+31 6 48 37 29 04
A������ribution-Noncommercial-Share Alike 3.0 Ne������erlands

91. live rating
Now we’re going to do an total anonymous rating of the presentation you’ve just seen.
Who grades this presentation lower than a 5?
Who grades this pres. a 6 / 7 / 9 / 10 ?