SlideShare une entreprise Scribd logo
1  sur  48
Télécharger pour lire hors ligne
S D N C O N F E R E N C E PA R I S / O C TO B E R 2 8 , 2 0 1 2




Mapping
outstanding
service
experiences
Katrin Dribbisch
Manuel Großmann
Martin Jordan &
Olga Scupin,
Service Design Berlin
Who are we?




    Katrin           Olga            Manuel      Martin
    PhD Candidate,   Business &      Designer,   User Experience,
    University of    Media Studies   Fjord       Nokia
    Potsdam
What are we doing?

Connecting                Learning                       Experiencing




service design meet-ups   talks & conference workshops   design jams
Service Design
Essentials
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”

Icons: Ugur Akdemir / The Noun Project
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”

Icons: Ugur Akdemir / The Noun Project
useful




Image: Inter IKEA Systems B.V.
usable




Image: Thomas Hawk / Flickr
desirable




Image: Maxene Huiyu / Flickr
effective




Image: Deutsche Post DHL
distinctive




Image: atmtx / Flickr
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”

Icons: Ugur Akdemir / The Noun Project
touchpoints



Image: Thomas Manss & Company
value


Image: Nokia
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Dimensions                            GRAPHIC
                                      DESIGN                          Aa                              2D
of design

                                      PRODUCT
                                      DESIGN                                                          3D
                                                                                                      +Z-axis
                                                                                                      (spatial depth)




                                      INTERACTION
                                                                                                      4D
                                                                                 Contact



                                      DESIGN
                                                                                                      +T-axis
                                                                                                      (temporal dimension)


                                                                                Snap

                                      SERVICE
                                      DESIGN                                                          5D
                                                                                                      + W-axis
                                                                                                      (multi-local simultaneity)

Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
Exploring
Service Types
Service as a
core product

   vs

Service as an
additional offering
SERVICE AS CORE PRODUCT
Kochhaus
Kochhaus
SERVICE AS CORE PRODUCT




The service (from a user’s perspective):
I can conveniently prepare a meal
(ingredients & recipe are provided)

Does it generate direct revenue?
Yes
SERVICE AS ADDITIONAL OFFERING
Ostrad
Ostrad
SERVICE AS ADDITIONAL OFFERING




The service (from a user’s perspective):
I can leave my bike without hassle.

Does it generate direct revenue?
No.

Does it improve the perception of the brand
or the core product?
Yes.
SERVICE AS CORE PRODUCT
Fleurop
Fleurop
SERVICE AS CORE PRODUCT




The service (from a user’s perspective):
I can send flowers to anyone, anywhere.
(flowers & delivery on time)

Does it generate direct revenue?
Yes.
SERVICE AS ADDITIONAL OFFERING
IKEA Småland
IKEA Småland
SERVICE AS ADDITIONAL OFFERING




The service (from a user’s perspective):
I get free childcare while shopping at IKEA.

Does it generate direct revenue?
No.

Does it improve the perception of the brand
or the core product?
Yes.
Let’s get
started
Our goal
To spot outstanding service experiences
and build a digital interactive map

Our approach
To create an open platform to showcase them /
to map them, to let everyone study & analyse them

But ...
We need to find them first
Task 1
Collect service types
Persona-driven memory



Think about great service experiences that you know of.

Use the persona as inspiration & memory trigger.

Which services (that already exist) would they use?
Through the eyes of …




recently       successful     student in        single father,   European
retired man,   travelling     love, age of 24   age of 37        traveller
age of 67      sales woman,                                      in Hong Kong,
               age of 42                                         age of 31
Work sheet   Mapping outstanding service experiences

             For recently retired man, age of 67



                       Monday    Tuesday      Wednesday   Thursday   Friday   Saturday   Sunday




             Morning




             Noon




             Evening




             Night
Task 2
Describe services
Work sheet   Mapping outstanding service experiences

                                                                     TARGET
             For                                                     CUSTOMER


                                                                     CUSTOMER
             who                                                     NEED




                  SERVICE                                            MARKET
                  NAME                    is a                       CATEGORY


                                                                     LOCATION
             in                                                      (STREET)


                                                                     ONE KEY
             that                                               .    BENEFIT


                                                                     COMPE-
             Unlike                                                  TITION

                                                                     UNIQUE
             the service                                             DIFFEREN-
                                                                     TIATOR


                                                                .

                  What type of service is it?
                  SERVICE AS ADDITIONAL OFFERING   SERVICE AS CORE PRODUCT



             How does it look?
SERVICE AS CORE PRODUCT
Kochhaus
Mapping outstanding service experiences


For     a foodie & chef at home                               TARGET
                                                              CUSTOMER



who has way too little time
                                                              CUSTOMER
                                                              NEED




   SERVICE
   NAME      Kochhaus       is a    supermarket               MARKET
                                                              CATEGORY



in Eberswalder Str. & Hauptstraße
                                                              LOCATION
                                                              (STREET)



that offers pre-compiled recipes
                                                              ONE KEY
                                                         .    BENEFIT



Unlike Kaisers, Perfetto or Proviant
                                                              COMPE-
                                                              TITION



the service offers all ingredients
                                                              UNIQUE
                                                              DIFFEREN-
                                                              TIATOR


       in 1 single shop w/o need running thru the city .


   What type of service is it?
   SERVICE AS ADDITIONAL OFFERING       ×   SERVICE AS CORE PRODUCT
SERVICE AS ADDITIONAL OFFERING
Ostrad
Mapping outstanding service experiences


For urban shoppers
                                                                    TARGET
                                                                    CUSTOMER



who ride the city by bike
                                                                    CUSTOMER
                                                                    NEED




     SERVICE
     NAME      Ostrad            is a bike store
                                                                    MARKET
                                                                    CATEGORY



in             Prenzlauer Berg & around Winsstr.                    LOCATION
                                                                    (STREET)



that           has bike racks all over the kiez                .
                                                                    ONE KEY
                                                                    BENEFIT



Unlike other bike stores
                                                                    COMPE-
                                                                    TITION



the service of Ostrad assists me
                                                                    UNIQUE
                                                                    DIFFEREN-
                                                                    TIATOR


                beyond their own store & at other stores       .

     What type of service is it?
× SERVICE AS ADDITIONAL OFFERING                  SERVICE AS CORE PRODUCT
Task 3
Help others find your
favorite service
Locate your services




                          physical                                                 digital




      local                                 international                  local             everywhere




Icons: Olivier Guin, Ugur Akdemir, Proletkult Graphik / The Noun Project
Take-away
Mapping outstanding service experiences

                                                        TARGET
For                                                     CUSTOMER


                                                        CUSTOMER
who                                                     NEED




     SERVICE                                            MARKET
     NAME                    is a                       CATEGORY


                                                        LOCATION
in                                                      (STREET)


                                                        ONE KEY
that                                               .    BENEFIT


                                                        COMPE-
Unlike                                                  TITION

                                                        UNIQUE
the service                                             DIFFEREN-
                                                        TIATOR


                                                   .

     What type of service is it?
     SERVICE AS ADDITIONAL OFFERING   SERVICE AS CORE PRODUCT
Is there a
           user benefit?            NO           Start
                                                 again
               YES


           Does it generate
           direct revenue?
   YES                        NO

                           Does it improve the
                           perception of the brand
                           or the core product?
                              YES          NO


Service as a               Service as an
core product               additional offering
Rate services
                 High user value




          Free                     Revenue




                 Low user value
What’s
                                              next?


Icon: Dmitry Baranovskiy / The Noun Project
www.ServiceMap.info
Let’s push
this further!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin


servicemap.info
@ServiceMap

Contenu connexe

En vedette

REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016
REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016  REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016
REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016 BTO Educational
 
Re-Designing Death / Service Design Drinks
Re-Designing Death / Service Design DrinksRe-Designing Death / Service Design Drinks
Re-Designing Death / Service Design DrinksService Design Berlin
 
Nouvelle charte graphique_ffbb
Nouvelle charte graphique_ffbbNouvelle charte graphique_ffbb
Nouvelle charte graphique_ffbbnfbourreau
 
Capital Invest 2015 - Activité 2014
Capital Invest 2015 - Activité 2014Capital Invest 2015 - Activité 2014
Capital Invest 2015 - Activité 2014Bpifrance
 
La vraie vie des Franciliens
La vraie vie des FranciliensLa vraie vie des Franciliens
La vraie vie des FranciliensIpsos France
 
Présentation du Val de Loire patrimoine mondial aux élus locaux
Présentation du Val de Loire patrimoine mondial aux élus locauxPrésentation du Val de Loire patrimoine mondial aux élus locaux
Présentation du Val de Loire patrimoine mondial aux élus locauxMission Val de Loire
 
La gouvernance du site inscrit - Val de Loire patrimoine mondial
La gouvernance du site inscrit - Val de Loire patrimoine mondialLa gouvernance du site inscrit - Val de Loire patrimoine mondial
La gouvernance du site inscrit - Val de Loire patrimoine mondialMission Val de Loire
 
Les fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondial
Les fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondialLes fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondial
Les fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondialMission Val de Loire
 
Val de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCO
Val de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCOVal de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCO
Val de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCOMission Val de Loire
 
ENGIE, charte graphique anciennement GDF SUEZ
ENGIE, charte graphique anciennement GDF SUEZENGIE, charte graphique anciennement GDF SUEZ
ENGIE, charte graphique anciennement GDF SUEZGeoffrey Dorne
 
Cahier Tendances & Nouveautés EQUIPMAG 2012
Cahier Tendances & Nouveautés EQUIPMAG 2012Cahier Tendances & Nouveautés EQUIPMAG 2012
Cahier Tendances & Nouveautés EQUIPMAG 2012Paris Retail Week
 

En vedette (11)

REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016
REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016  REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016
REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016
 
Re-Designing Death / Service Design Drinks
Re-Designing Death / Service Design DrinksRe-Designing Death / Service Design Drinks
Re-Designing Death / Service Design Drinks
 
Nouvelle charte graphique_ffbb
Nouvelle charte graphique_ffbbNouvelle charte graphique_ffbb
Nouvelle charte graphique_ffbb
 
Capital Invest 2015 - Activité 2014
Capital Invest 2015 - Activité 2014Capital Invest 2015 - Activité 2014
Capital Invest 2015 - Activité 2014
 
La vraie vie des Franciliens
La vraie vie des FranciliensLa vraie vie des Franciliens
La vraie vie des Franciliens
 
Présentation du Val de Loire patrimoine mondial aux élus locaux
Présentation du Val de Loire patrimoine mondial aux élus locauxPrésentation du Val de Loire patrimoine mondial aux élus locaux
Présentation du Val de Loire patrimoine mondial aux élus locaux
 
La gouvernance du site inscrit - Val de Loire patrimoine mondial
La gouvernance du site inscrit - Val de Loire patrimoine mondialLa gouvernance du site inscrit - Val de Loire patrimoine mondial
La gouvernance du site inscrit - Val de Loire patrimoine mondial
 
Les fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondial
Les fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondialLes fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondial
Les fondamentaux de l'inscription UNESCO - Val de Loire patrimoine mondial
 
Val de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCO
Val de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCOVal de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCO
Val de Loire patrimoine mondial : les fondamentaux de l'inscription UNESCO
 
ENGIE, charte graphique anciennement GDF SUEZ
ENGIE, charte graphique anciennement GDF SUEZENGIE, charte graphique anciennement GDF SUEZ
ENGIE, charte graphique anciennement GDF SUEZ
 
Cahier Tendances & Nouveautés EQUIPMAG 2012
Cahier Tendances & Nouveautés EQUIPMAG 2012Cahier Tendances & Nouveautés EQUIPMAG 2012
Cahier Tendances & Nouveautés EQUIPMAG 2012
 

Plus de Service Design Berlin

Service Design Drinks | The Future of Cities
Service Design Drinks | The Future of CitiesService Design Drinks | The Future of Cities
Service Design Drinks | The Future of CitiesService Design Berlin
 
Service Design Drinks | Finance - What future do we wish for?
Service Design Drinks | Finance - What future do we wish for?Service Design Drinks | Finance - What future do we wish for?
Service Design Drinks | Finance - What future do we wish for?Service Design Berlin
 
Future of Health Care | Service Design Drinks
 Future of Health Care |  Service Design Drinks Future of Health Care |  Service Design Drinks
Future of Health Care | Service Design DrinksService Design Berlin
 
Building communities / Service Design Drinks
Building communities / Service Design DrinksBuilding communities / Service Design Drinks
Building communities / Service Design DrinksService Design Berlin
 
Data & Services / Service Design Drinks
Data & Services / Service Design DrinksData & Services / Service Design Drinks
Data & Services / Service Design DrinksService Design Berlin
 
LEGO Serious Play / Service Design Drinks Berlin
LEGO Serious Play / Service Design Drinks Berlin LEGO Serious Play / Service Design Drinks Berlin
LEGO Serious Play / Service Design Drinks Berlin Service Design Berlin
 
Circular Economy / Service Design Drinks
Circular Economy / Service Design DrinksCircular Economy / Service Design Drinks
Circular Economy / Service Design DrinksService Design Berlin
 
Bringing Service Design In-House / Service Design Drinks Berlin
Bringing Service Design In-House / Service Design Drinks BerlinBringing Service Design In-House / Service Design Drinks Berlin
Bringing Service Design In-House / Service Design Drinks BerlinService Design Berlin
 
Brand Services / Service Design Drinks
Brand Services / Service Design DrinksBrand Services / Service Design Drinks
Brand Services / Service Design DrinksService Design Berlin
 
Strategising with Service as Business Logic / Service Design Drinks
Strategising with Service as Business Logic / Service Design DrinksStrategising with Service as Business Logic / Service Design Drinks
Strategising with Service as Business Logic / Service Design DrinksService Design Berlin
 
Designing Services for the Public / Service Design Drinks
Designing Services for the Public / Service Design DrinksDesigning Services for the Public / Service Design Drinks
Designing Services for the Public / Service Design DrinksService Design Berlin
 
Designing for Financial Services / Service Design Drinks
Designing for Financial Services / Service Design DrinksDesigning for Financial Services / Service Design Drinks
Designing for Financial Services / Service Design DrinksService Design Berlin
 
Service Design & the Internet of Things / Service Design Drinks
Service Design & the Internet of Things / Service Design DrinksService Design & the Internet of Things / Service Design Drinks
Service Design & the Internet of Things / Service Design DrinksService Design Berlin
 
Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015
Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015 Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015
Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015 Service Design Berlin
 
KISD Conference / Bringing Service Design In-House
KISD Conference / Bringing Service Design In-HouseKISD Conference / Bringing Service Design In-House
KISD Conference / Bringing Service Design In-HouseService Design Berlin
 
Making jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design DrinksMaking jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design DrinksService Design Berlin
 
User Research / Design Thinking Meetup in Warsaw
User Research / Design Thinking Meetup in WarsawUser Research / Design Thinking Meetup in Warsaw
User Research / Design Thinking Meetup in WarsawService Design Berlin
 
Service Innovation in Retail / Service Design Drinks Berlin
Service Innovation in Retail / Service Design Drinks BerlinService Innovation in Retail / Service Design Drinks Berlin
Service Innovation in Retail / Service Design Drinks BerlinService Design Berlin
 

Plus de Service Design Berlin (20)

Service Design Drinks | The Future of Cities
Service Design Drinks | The Future of CitiesService Design Drinks | The Future of Cities
Service Design Drinks | The Future of Cities
 
Service Design Drinks | Finance - What future do we wish for?
Service Design Drinks | Finance - What future do we wish for?Service Design Drinks | Finance - What future do we wish for?
Service Design Drinks | Finance - What future do we wish for?
 
Future of Health Care | Service Design Drinks
 Future of Health Care |  Service Design Drinks Future of Health Care |  Service Design Drinks
Future of Health Care | Service Design Drinks
 
Building communities / Service Design Drinks
Building communities / Service Design DrinksBuilding communities / Service Design Drinks
Building communities / Service Design Drinks
 
Data & Services / Service Design Drinks
Data & Services / Service Design DrinksData & Services / Service Design Drinks
Data & Services / Service Design Drinks
 
LEGO Serious Play / Service Design Drinks Berlin
LEGO Serious Play / Service Design Drinks Berlin LEGO Serious Play / Service Design Drinks Berlin
LEGO Serious Play / Service Design Drinks Berlin
 
Circular Economy / Service Design Drinks
Circular Economy / Service Design DrinksCircular Economy / Service Design Drinks
Circular Economy / Service Design Drinks
 
Bringing Service Design In-House / Service Design Drinks Berlin
Bringing Service Design In-House / Service Design Drinks BerlinBringing Service Design In-House / Service Design Drinks Berlin
Bringing Service Design In-House / Service Design Drinks Berlin
 
Brand Services / Service Design Drinks
Brand Services / Service Design DrinksBrand Services / Service Design Drinks
Brand Services / Service Design Drinks
 
Strategising with Service as Business Logic / Service Design Drinks
Strategising with Service as Business Logic / Service Design DrinksStrategising with Service as Business Logic / Service Design Drinks
Strategising with Service as Business Logic / Service Design Drinks
 
Designing Services for the Public / Service Design Drinks
Designing Services for the Public / Service Design DrinksDesigning Services for the Public / Service Design Drinks
Designing Services for the Public / Service Design Drinks
 
Designing for Financial Services / Service Design Drinks
Designing for Financial Services / Service Design DrinksDesigning for Financial Services / Service Design Drinks
Designing for Financial Services / Service Design Drinks
 
Service Design & the Internet of Things / Service Design Drinks
Service Design & the Internet of Things / Service Design DrinksService Design & the Internet of Things / Service Design Drinks
Service Design & the Internet of Things / Service Design Drinks
 
Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015
Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015 Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015
Service Design Berlin / Prototyping Public Services at Gov Jam Berlin 2015
 
KISD Conference / Bringing Service Design In-House
KISD Conference / Bringing Service Design In-HouseKISD Conference / Bringing Service Design In-House
KISD Conference / Bringing Service Design In-House
 
Being Visual / Service Design Drinks
Being Visual / Service Design DrinksBeing Visual / Service Design Drinks
Being Visual / Service Design Drinks
 
Education / Service Design Drinks
Education / Service Design DrinksEducation / Service Design Drinks
Education / Service Design Drinks
 
Making jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design DrinksMaking jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design Drinks
 
User Research / Design Thinking Meetup in Warsaw
User Research / Design Thinking Meetup in WarsawUser Research / Design Thinking Meetup in Warsaw
User Research / Design Thinking Meetup in Warsaw
 
Service Innovation in Retail / Service Design Drinks Berlin
Service Innovation in Retail / Service Design Drinks BerlinService Innovation in Retail / Service Design Drinks Berlin
Service Innovation in Retail / Service Design Drinks Berlin
 

Dernier

second stories test a method kit for co creationnnnnnn
second stories test a method kit for co creationnnnnnnsecond stories test a method kit for co creationnnnnnn
second stories test a method kit for co creationnnnnnnjohannesrothkegel
 
Oregon State University Interior Design Portfolio
Oregon State University Interior Design PortfolioOregon State University Interior Design Portfolio
Oregon State University Interior Design Portfoliopagei
 
FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.
FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.
FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.Vaishnavi R
 
Jackson Henry 24 Flock The Vote Shirt Jackson Henry 24 Flock The Vote Shirt
Jackson Henry 24 Flock The Vote Shirt  Jackson Henry 24 Flock The Vote ShirtJackson Henry 24 Flock The Vote Shirt  Jackson Henry 24 Flock The Vote Shirt
Jackson Henry 24 Flock The Vote Shirt Jackson Henry 24 Flock The Vote ShirtTeeFusion
 
Sign The Contract Big Boy Shirt Sign The Contract Big Boy Shirt
Sign The Contract Big Boy Shirt  Sign The Contract Big Boy ShirtSign The Contract Big Boy Shirt  Sign The Contract Big Boy Shirt
Sign The Contract Big Boy Shirt Sign The Contract Big Boy ShirtTeeFusion
 
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...ssuseraaa1581
 
Revit Drafting – Drafting Tools and Software
Revit Drafting – Drafting Tools and SoftwareRevit Drafting – Drafting Tools and Software
Revit Drafting – Drafting Tools and SoftwareResDraft
 
Strawberry Jams But My Glock Don't Shirt
Strawberry Jams But My Glock Don't ShirtStrawberry Jams But My Glock Don't Shirt
Strawberry Jams But My Glock Don't ShirtTeeFusion
 
Unit 12 - Level Design and how it affects the player.
Unit 12 - Level Design and how it affects the player.Unit 12 - Level Design and how it affects the player.
Unit 12 - Level Design and how it affects the player.JoshHolmes21
 
SHADES Explained (Branding & Packaging) .pdf
SHADES Explained (Branding & Packaging) .pdfSHADES Explained (Branding & Packaging) .pdf
SHADES Explained (Branding & Packaging) .pdfaimonayesha7
 
MIRAE (Branding & Identity) Explained.pdf
MIRAE (Branding & Identity) Explained.pdfMIRAE (Branding & Identity) Explained.pdf
MIRAE (Branding & Identity) Explained.pdfaimonayesha7
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Digi Pack for the impulse band coursework.pptx
Digi Pack for the impulse band coursework.pptxDigi Pack for the impulse band coursework.pptx
Digi Pack for the impulse band coursework.pptxRufusGleave
 
Cayden Ingman's apparel design portfolio | Oregon State University|
Cayden Ingman's apparel design portfolio | Oregon State University|Cayden Ingman's apparel design portfolio | Oregon State University|
Cayden Ingman's apparel design portfolio | Oregon State University|CaydenIngman
 
Complete Coffee table book on Jiapur.pdf
Complete Coffee table book on Jiapur.pdfComplete Coffee table book on Jiapur.pdf
Complete Coffee table book on Jiapur.pdfaimonayesha7
 
DSGN 253 Design Portfolio Project - Julien Fedou
DSGN 253 Design Portfolio Project - Julien FedouDSGN 253 Design Portfolio Project - Julien Fedou
DSGN 253 Design Portfolio Project - Julien Fedoujfedou2105
 
如何办理西英格兰大学毕业证书学位证书成绩单?
如何办理西英格兰大学毕业证书学位证书成绩单?如何办理西英格兰大学毕业证书学位证书成绩单?
如何办理西英格兰大学毕业证书学位证书成绩单?krc0yvm5
 
DesignKit IDEO Human-Centered Design course report
DesignKit IDEO Human-Centered Design course reportDesignKit IDEO Human-Centered Design course report
DesignKit IDEO Human-Centered Design course reportstudiotelon
 
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...ssuseraaa1581
 
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...Peter139483
 

Dernier (20)

second stories test a method kit for co creationnnnnnn
second stories test a method kit for co creationnnnnnnsecond stories test a method kit for co creationnnnnnn
second stories test a method kit for co creationnnnnnn
 
Oregon State University Interior Design Portfolio
Oregon State University Interior Design PortfolioOregon State University Interior Design Portfolio
Oregon State University Interior Design Portfolio
 
FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.
FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.
FARMER'S HOUSING PORTFOLIO. DESIGN PTOBLEM OF 7TH SEM. ARCHITECTURE DESIGN.
 
Jackson Henry 24 Flock The Vote Shirt Jackson Henry 24 Flock The Vote Shirt
Jackson Henry 24 Flock The Vote Shirt  Jackson Henry 24 Flock The Vote ShirtJackson Henry 24 Flock The Vote Shirt  Jackson Henry 24 Flock The Vote Shirt
Jackson Henry 24 Flock The Vote Shirt Jackson Henry 24 Flock The Vote Shirt
 
Sign The Contract Big Boy Shirt Sign The Contract Big Boy Shirt
Sign The Contract Big Boy Shirt  Sign The Contract Big Boy ShirtSign The Contract Big Boy Shirt  Sign The Contract Big Boy Shirt
Sign The Contract Big Boy Shirt Sign The Contract Big Boy Shirt
 
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
 
Revit Drafting – Drafting Tools and Software
Revit Drafting – Drafting Tools and SoftwareRevit Drafting – Drafting Tools and Software
Revit Drafting – Drafting Tools and Software
 
Strawberry Jams But My Glock Don't Shirt
Strawberry Jams But My Glock Don't ShirtStrawberry Jams But My Glock Don't Shirt
Strawberry Jams But My Glock Don't Shirt
 
Unit 12 - Level Design and how it affects the player.
Unit 12 - Level Design and how it affects the player.Unit 12 - Level Design and how it affects the player.
Unit 12 - Level Design and how it affects the player.
 
SHADES Explained (Branding & Packaging) .pdf
SHADES Explained (Branding & Packaging) .pdfSHADES Explained (Branding & Packaging) .pdf
SHADES Explained (Branding & Packaging) .pdf
 
MIRAE (Branding & Identity) Explained.pdf
MIRAE (Branding & Identity) Explained.pdfMIRAE (Branding & Identity) Explained.pdf
MIRAE (Branding & Identity) Explained.pdf
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Digi Pack for the impulse band coursework.pptx
Digi Pack for the impulse band coursework.pptxDigi Pack for the impulse band coursework.pptx
Digi Pack for the impulse band coursework.pptx
 
Cayden Ingman's apparel design portfolio | Oregon State University|
Cayden Ingman's apparel design portfolio | Oregon State University|Cayden Ingman's apparel design portfolio | Oregon State University|
Cayden Ingman's apparel design portfolio | Oregon State University|
 
Complete Coffee table book on Jiapur.pdf
Complete Coffee table book on Jiapur.pdfComplete Coffee table book on Jiapur.pdf
Complete Coffee table book on Jiapur.pdf
 
DSGN 253 Design Portfolio Project - Julien Fedou
DSGN 253 Design Portfolio Project - Julien FedouDSGN 253 Design Portfolio Project - Julien Fedou
DSGN 253 Design Portfolio Project - Julien Fedou
 
如何办理西英格兰大学毕业证书学位证书成绩单?
如何办理西英格兰大学毕业证书学位证书成绩单?如何办理西英格兰大学毕业证书学位证书成绩单?
如何办理西英格兰大学毕业证书学位证书成绩单?
 
DesignKit IDEO Human-Centered Design course report
DesignKit IDEO Human-Centered Design course reportDesignKit IDEO Human-Centered Design course report
DesignKit IDEO Human-Centered Design course report
 
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
Integrating Artificial Intelligence (AI) with User Experience(UX)/User Interf...
 
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
 

SDN Conference Paris 2012

  • 1. S D N C O N F E R E N C E PA R I S / O C TO B E R 2 8 , 2 0 1 2 Mapping outstanding service experiences Katrin Dribbisch Manuel Großmann Martin Jordan & Olga Scupin, Service Design Berlin
  • 2. Who are we? Katrin Olga Manuel Martin PhD Candidate, Business & Designer, User Experience, University of Media Studies Fjord Nokia Potsdam
  • 3. What are we doing? Connecting Learning Experiencing service design meet-ups talks & conference workshops design jams
  • 5. “Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.” Icons: Ugur Akdemir / The Noun Project
  • 6. “Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.” Icons: Ugur Akdemir / The Noun Project
  • 12. “Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
  • 13. “Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.” Icons: Ugur Akdemir / The Noun Project
  • 16. “Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
  • 17. Dimensions GRAPHIC DESIGN Aa 2D of design PRODUCT DESIGN 3D +Z-axis (spatial depth) INTERACTION 4D Contact DESIGN +T-axis (temporal dimension) Snap SERVICE DESIGN 5D + W-axis (multi-local simultaneity) Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
  • 19. Service as a core product vs Service as an additional offering
  • 20. SERVICE AS CORE PRODUCT Kochhaus
  • 21. Kochhaus SERVICE AS CORE PRODUCT The service (from a user’s perspective): I can conveniently prepare a meal (ingredients & recipe are provided) Does it generate direct revenue? Yes
  • 22. SERVICE AS ADDITIONAL OFFERING Ostrad
  • 23. Ostrad SERVICE AS ADDITIONAL OFFERING The service (from a user’s perspective): I can leave my bike without hassle. Does it generate direct revenue? No. Does it improve the perception of the brand or the core product? Yes.
  • 24. SERVICE AS CORE PRODUCT Fleurop
  • 25. Fleurop SERVICE AS CORE PRODUCT The service (from a user’s perspective): I can send flowers to anyone, anywhere. (flowers & delivery on time) Does it generate direct revenue? Yes.
  • 26. SERVICE AS ADDITIONAL OFFERING IKEA Småland
  • 27. IKEA Småland SERVICE AS ADDITIONAL OFFERING The service (from a user’s perspective): I get free childcare while shopping at IKEA. Does it generate direct revenue? No. Does it improve the perception of the brand or the core product? Yes.
  • 29. Our goal To spot outstanding service experiences and build a digital interactive map Our approach To create an open platform to showcase them / to map them, to let everyone study & analyse them But ... We need to find them first
  • 31. Persona-driven memory Think about great service experiences that you know of. Use the persona as inspiration & memory trigger. Which services (that already exist) would they use?
  • 32. Through the eyes of … recently successful student in single father, European retired man, travelling love, age of 24 age of 37 traveller age of 67 sales woman, in Hong Kong, age of 42 age of 31
  • 33. Work sheet Mapping outstanding service experiences For recently retired man, age of 67 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Morning Noon Evening Night
  • 35. Work sheet Mapping outstanding service experiences TARGET For CUSTOMER CUSTOMER who NEED SERVICE MARKET NAME is a CATEGORY LOCATION in (STREET) ONE KEY that . BENEFIT COMPE- Unlike TITION UNIQUE the service DIFFEREN- TIATOR . What type of service is it? SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT How does it look?
  • 36. SERVICE AS CORE PRODUCT Kochhaus
  • 37. Mapping outstanding service experiences For a foodie & chef at home TARGET CUSTOMER who has way too little time CUSTOMER NEED SERVICE NAME Kochhaus is a supermarket MARKET CATEGORY in Eberswalder Str. & Hauptstraße LOCATION (STREET) that offers pre-compiled recipes ONE KEY . BENEFIT Unlike Kaisers, Perfetto or Proviant COMPE- TITION the service offers all ingredients UNIQUE DIFFEREN- TIATOR in 1 single shop w/o need running thru the city . What type of service is it? SERVICE AS ADDITIONAL OFFERING × SERVICE AS CORE PRODUCT
  • 38. SERVICE AS ADDITIONAL OFFERING Ostrad
  • 39. Mapping outstanding service experiences For urban shoppers TARGET CUSTOMER who ride the city by bike CUSTOMER NEED SERVICE NAME Ostrad is a bike store MARKET CATEGORY in Prenzlauer Berg & around Winsstr. LOCATION (STREET) that has bike racks all over the kiez . ONE KEY BENEFIT Unlike other bike stores COMPE- TITION the service of Ostrad assists me UNIQUE DIFFEREN- TIATOR beyond their own store & at other stores . What type of service is it? × SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT
  • 40. Task 3 Help others find your favorite service
  • 41. Locate your services physical digital local international local everywhere Icons: Olivier Guin, Ugur Akdemir, Proletkult Graphik / The Noun Project
  • 43. Mapping outstanding service experiences TARGET For CUSTOMER CUSTOMER who NEED SERVICE MARKET NAME is a CATEGORY LOCATION in (STREET) ONE KEY that . BENEFIT COMPE- Unlike TITION UNIQUE the service DIFFEREN- TIATOR . What type of service is it? SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT
  • 44. Is there a user benefit? NO Start again YES Does it generate direct revenue? YES NO Does it improve the perception of the brand or the core product? YES NO Service as a Service as an core product additional offering
  • 45. Rate services High user value Free Revenue Low user value
  • 46. What’s next? Icon: Dmitry Baranovskiy / The Noun Project