Presentation slides from Melbourne's Product Camp 2015

1. Using Service Design
Thinking to make
Awesome Products
Lisa Overton
notrevol.wordpress.com@notrevol au.linkedin.com/in/notrevol

2. How are Services Different?
Goods Dominant Logic v Service Dominant Logic
20th Century business practices built around Good Dominant
Logic will not work in 21st Century service economies.
“Services created in silos are experienced in bits”
- Polaine, Lovlie & Reason
• Specialist silos of activity • Integrated ecosystem
• Transactional • Relationship
• Focus on extracting value • Focus on exchanging value
• Discrete value chain • Value co-creation
• Make & distribute units of
output
• Facilitate the creation of
outcomes

3. Unpacking a Service Experience

4. So what is Service Design?
Service
Design
CX
UX
IxD
Product
Design
Marketing
Business
Management
Change
Management
Service Design makes
smart use of networks of
technology & people to
simplify complex services
and make them more
powerful.
standard of living
1920s
Industrial Design
quality of life
2000s
Service Design
- Polaine et al

5. Service Design Mindset
interested
inspired
informed
influential
Informed ≠ expert
Output focus belies the
importance of the journey
 Marie-Claire O’Grady
3rdView Consulting
Be comfortable with the complexity
that comes from working with people.
From Market Research
Hundreds of users to few key truths
To Insights Research
Few users to hundreds of insights

6. Service Design Principles

7. Design for People, not Statistics
Male Born 1948 English Wealthy Twice Married
Grown Children Young Grandchildren Live in the countryside
Extensively travelled Winter Holidays in the Alps Dog Lovers
Ozzy Osbourne HRH Charles, Prince of Wales

8. Service Design Toolkit
• Stakeholder Maps
• Shadowing
• Customer Journey Maps
• Contextual Interviews
• A Day in the Life
• Expectation Maps
• Personas
• Design Scenarios
• Storyboards
• Service Prototypes
• Co-Creation
• Service Blueprints
….. and many, many more

9. Personas: Human Face
Photo
Relevant
Attributes
Motivation
Goals
Frustrations
Name
Quote
Short
Description
Basic Facts
Avoid caricatures or
identifiable people
from fiction or real life
Represent a real
group of people
– be believable

10. Storyboard: Sequence Events

11. Storyboard: Sequence Events

12. Engage your whole Ecosystem
Engineers / Dev Team
Marketing Team
Provisioning Team
Care / Support Team
Billing Team
How much time do you spend with:
Know your stakeholders & engage them in Design

13. Resources
“This is Service Design Thinking”
by Marc Stickdorn & Jakob Schneider (2012)
“Service Design: From Insight to Implementation”
by Andy Polaine, Lavrans Lovlie & Ben Reason (2013)
“Evolving to a New Service Dominant Logic for Marketing”
in Journal of Marketing
by Stephen Vargo & Robert Lusch (2004)
“Service Dominant Logic: reactions, reflections & refinements”
in Marketing Theory 6
by Stephen Vargo & Robert Lusch (2006)
POL*2015 | Service Design Thinking | Marc Stickdorn
https://youtu.be/m3QPFhX84PA
POL*2015 | Service Design Doing | Marc Stickdorn
https://youtu.be/g-Uto5cu3TU
Service Design – Are we still talking about this?
https://youtu.be/B2LIAG8hz_M
notrevol.wordpress.com@notrevol au.linkedin.com/in/notrevol

14. Customer Journey Map