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Service	design,	the next ten years
Marzia	Arico
Head	of Insight
Livework
Your picture here
TAX
HOTEL
Consumer lifecycle
departing
travelling
leaving
next trip
TAX
HOTEL
Consumerlifecycle departing
travelling
leavi...
Livework Insight
CONSUMER
3 Domains
Livework © 2017
DIGITAL SERVICES
Experience | Relationship | Behaviour
Strategy | Desi...
CONSUMER
Livework © 2017
DIGITAL SERVICE
Experience | Relationship | Behaviour
Strategy | Design | InnovationTransformatio...
CONSUMER
Livework © 2017
DIGITAL SERVICE
Experience | Relationship | Behaviour
Strategy | Design | InnovationTransformatio...
The future of services
and design?
Livework © 2017 @marziaarico
The end of service
design as we know it.
Livework © 2017 @marziaarico
Four drivers
of change.
Livework © 2017 @marziaarico
Livework © 2017 @marziaarico
Liquid Sectors &
Fluid Consumers
Playing with
Data Analytics
The Human OS CX Capability
Build...
Livework © 2017 @marziaarico
Liquid Sectors &
Fluid Consumers
Sector boundaries are no
longer relevant for businesses
and ...
Livework © 2017
Consumer expectations are
transferred from one sector to
another. From a business
perspective a big threat...
Livework © 2017
Services like Flipper or Trim
automatically switch consumers to a
better service offer. Switching can be
d...
Livework © 2017 @marziaarico
Playing with
Data Analytics
As we build more connected smart
things that observe and measure ...
Livework © 2017
Crowd management
Livework is working together with
the municipality of Amsterdam to
connect qualitative da...
Livework © 2017
By the way IDEO just bought Data Scope
Livework © 2017 @marziaarico
The Human OS
Cognitive and behavioral
science is pervading design to
truly understand people ...
Behavioral Intervention DesignLivework © 2017
Create holistic behavioral
interventions by designing multiple
small nudges ...
Livework © 2017
Designing the customer
relationship experience
Livework © 2017
By designing the right relational
interactions into a custo...
Designing the customer
relationship experience
Livework © 2017
For Vorwerk Livework used a
relational design approach to
a...
Livework © 2017 @marziaarico
CX Capability Building
Organizations virtually across
any sector have been, and are
increasin...
Livework © 2017 @marziaarico
CX Capability Building: Maturity Levels
cx maturity = 0
cx maturity = 1
cx maturity = 2
cx ma...
Livework © 2017 @marziaarico
CUSTOMER EXPERIENCE
As an afterthought Relevant Designed and
managed
Integrated As the core
S...
The Future of
Service Designers
Livework © 2017 @marziaarico
Livework © 2017 @marziaarico
Livework © 2017 @marziaarico
Translator
Bridges data analytics and
organisational needs to service
design
Skills: organisa...
Livework © 2017 @marziaarico
Relationship Designer
Design relationships and
personalities of tech people
interact with
Ski...
Livework © 2017 @marziaarico
ADD PICTURE OF
ROBOT CITIZEN OF
SAUDI
Livework © 2017 @marziaarico
Behaviour Designer
Designs experiences that
guide human behavior.
Skills: cognitive & behavio...
Livework © 2017 @marziaarico
Visualiser
Simplifies and visualises
ideas, concepts, experiences
and processes to enable
dif...
Livework © 2017 @marziaarico
Livework © 2017
Thank You and Good Luck!
marzia@liveworkstudio.com
www.liveworkinsights.com
@marziaarico
Service design, the next ten years
Service design, the next ten years
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Service design, the next ten years

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What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17

Publié dans : Direction et management
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Service design, the next ten years

  1. 1. Service design, the next ten years Marzia Arico Head of Insight Livework Your picture here
  2. 2. TAX HOTEL Consumer lifecycle departing travelling leaving next trip TAX HOTEL Consumerlifecycle departing travelling leaving nexttrip STUDIO INSIGHT Learnings Intelligence Practice & validation Livework Insight Livework © 2017 @marziaarico
  3. 3. Livework Insight CONSUMER 3 Domains Livework © 2017 DIGITAL SERVICES Experience | Relationship | Behaviour Strategy | Design | InnovationTransformation | Holistic Design
  4. 4. CONSUMER Livework © 2017 DIGITAL SERVICE Experience | Relationship | Behaviour Strategy | Design | InnovationTransformation | Holistic Design Service Adoption Behavioural Economics Service Innovation Improvement Optimisation Humanising Digital Relationships Livework Insight 3 Domains, 5 Themes
  5. 5. CONSUMER Livework © 2017 DIGITAL SERVICE Experience | Relationship | Behaviour Strategy | Design | InnovationTransformation | Holistic Design Service Adoption Behavioural Economics Service Innovation Improvement Optimisation Humanising Digital Relationships Servitization Smart Services Rational Overrides Nudges Goodwill CRX Customer Adoption Livework Insight 3 Domains, 5 Themes, 7 Topics
  6. 6. The future of services and design? Livework © 2017 @marziaarico
  7. 7. The end of service design as we know it. Livework © 2017 @marziaarico
  8. 8. Four drivers of change. Livework © 2017 @marziaarico
  9. 9. Livework © 2017 @marziaarico Liquid Sectors & Fluid Consumers Playing with Data Analytics The Human OS CX Capability Building
  10. 10. Livework © 2017 @marziaarico Liquid Sectors & Fluid Consumers Sector boundaries are no longer relevant for businesses and consumers. Assisted by smart tech consumers are becoming ever more flexible.
  11. 11. Livework © 2017 Consumer expectations are transferred from one sector to another. From a business perspective a big threat is being disrupted by a company from another sector. Liquid Sectors
  12. 12. Livework © 2017 Services like Flipper or Trim automatically switch consumers to a better service offer. Switching can be done at an instant with no effort, driving churn rates. This means designers will have to attract customers by appealing to an AI rather than a person. With more tasks from consumers being delegated to AI bots service design needs to create Machine Readable Services. News that can be read by a software bot, propositions that appeal to switching services. Fluid Consumers
  13. 13. Livework © 2017 @marziaarico Playing with Data Analytics As we build more connected smart things that observe and measure us and our world, the relationship that design, functionality, and experience have with real-time data analytics will grow. So designers will need to learn how to play with data scientists.
  14. 14. Livework © 2017 Crowd management Livework is working together with the municipality of Amsterdam to connect qualitative data with crowd management numbers. People experience streets to get busier, but the numbers do not show a rise in visitors. We use qualitative insight to uncover what causes the change in experience. And translate it back to measurable factors.
  15. 15. Livework © 2017 By the way IDEO just bought Data Scope
  16. 16. Livework © 2017 @marziaarico The Human OS Cognitive and behavioral science is pervading design to truly understand people and their needs and design for behavioral change
  17. 17. Behavioral Intervention DesignLivework © 2017 Create holistic behavioral interventions by designing multiple small nudges across the customer journey Facilitating slow deliberative thinking by designing rational overrides into a customer experience
  18. 18. Livework © 2017
  19. 19. Designing the customer relationship experience Livework © 2017 By designing the right relational interactions into a customer journey we can drive loyalty and motivate customers to become ambassadors and co-creators to a brand or company.
  20. 20. Designing the customer relationship experience Livework © 2017 For Vorwerk Livework used a relational design approach to activate customers and engage them in content creation, customer service, marketing and sales. Users create and share recipes through the community, service each other’s machines, recommend the Thermomix to friends, and some even buy the product for others. Co-designer customer providing feedback & ideas Co-marketer customer as ambassador Buyer customer buying product for others Co-producer customer provides resources or services other customers
  21. 21. Livework © 2017 @marziaarico CX Capability Building Organizations virtually across any sector have been, and are increasingly, investing in developing internal CX capabilities at scale.
  22. 22. Livework © 2017 @marziaarico CX Capability Building: Maturity Levels cx maturity = 0 cx maturity = 1 cx maturity = 2 cx maturity = 3 cx maturity = 4 cx maturity = 5 trying doing coordinating strategizing innovating Cx Improvement Cx Capability building
  23. 23. Livework © 2017 @marziaarico CUSTOMER EXPERIENCE As an afterthought Relevant Designed and managed Integrated As the core STAFF BEHAVIOR AND MINDSET Role based Service reflex Journey reflex Lifecycle reflex Co-creative reflex CX CAPABILITIES AND PRACTICES Rare Fragmented Working together Aligned Omnipresent TRYING DOING STRATEGIZINGCOORDINATING INNOVATING
  24. 24. The Future of Service Designers Livework © 2017 @marziaarico
  25. 25. Livework © 2017 @marziaarico
  26. 26. Livework © 2017 @marziaarico Translator Bridges data analytics and organisational needs to service design Skills: organisational empathy, strategy, data literacy
  27. 27. Livework © 2017 @marziaarico Relationship Designer Design relationships and personalities of tech people interact with Skills: playwright, psychology, machine empathy.
  28. 28. Livework © 2017 @marziaarico ADD PICTURE OF ROBOT CITIZEN OF SAUDI
  29. 29. Livework © 2017 @marziaarico Behaviour Designer Designs experiences that guide human behavior. Skills: cognitive & behavioral science, design ethics
  30. 30. Livework © 2017 @marziaarico Visualiser Simplifies and visualises ideas, concepts, experiences and processes to enable different stakeholders to grasp complex subjects. Skills: illustrations, synthesis, simplification.
  31. 31. Livework © 2017 @marziaarico
  32. 32. Livework © 2017 Thank You and Good Luck! marzia@liveworkstudio.com www.liveworkinsights.com @marziaarico

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