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111024 sd for new business potential thursday briefing
1. Service Design – Thursday Briefing 2011 Copenhagen
Hello, we are Designit...
David De Prado, Managing Partner
Charlotte Schoeffler, Service Designer
Thanks, for having us today!
2. Service Design – Thursday Briefing 2011 Copenhagen
Agenda...next 20 minutes
Our service design projects
What we think and what we do
How we do it - 3 cases
So, a complete service design project in practise...
3. Service Design – Thursday Briefing 2011 Copenhagen
Our Service Design
projects
4. Service Design – Thursday Briefing 2011 Copenhagen
Our Service Design Projects
Strategic
vision
Internal External
innovation innovation
Service
encounter
5. Service Design – Thursday Briefing 2011 Copenhagen
Our Service Design Projects
Strategic
vision
Globalcaja Telefonica
Entrepreneurs Virtual mobile
Internal External
innovation innovation
Carrefour
Scanlib
Service
encounter
6. Service Design – Thursday Briefing 2011 Copenhagen
What we think and
what we do
7. Service Design – Thursday Briefing 2011 Copenhagen
1. It’s systemic
We don’t use
service design
as cosmetics!
It’s more about
substance than
style.
8. Service Design – Thursday Briefing 2011 Copenhagen
2. It’s about
organization
and the way
company do
things
9. Service Design – Thursday Briefing 2011 Copenhagen
3. It’s about
people
It’s design for
people.
10. Service Design – Thursday Briefing 2011 Copenhagen
People are also
our client’s
people
We design for
staff too.
11. Service Design – Thursday Briefing 2011 Copenhagen
Carrefour
Localization of a
smooth user experience
12. Service Design – Thursday Briefing 2011 Copenhagen
Test and localize
the software of an
already
successful service
13. Service Design – Thursday Briefing 2011 Copenhagen
Observing real
users
always change the
way we think
14. Service Design – Thursday Briefing 2011 Copenhagen
Yes, it was about
the software...
15. Service Design – Thursday Briefing 2011 Copenhagen
but also about
people,...
16. Service Design – Thursday Briefing 2011 Copenhagen
about an ecology
of services, ...
17. Service Design – Thursday Briefing 2011 Copenhagen
and also about
artifacts.
18. Service Design – Thursday Briefing 2011 Copenhagen
Our analysis identified
the moments of truth
and internal activity to
assure the success of the
service.
19. Service Design – Thursday Briefing 2011 Copenhagen
Telefónica
From the technology to
the user
20. Service Design – Thursday Briefing 2011 Copenhagen
We’ve got the
coolest
technology
(mobile
virtualization), but
we don’t know
what for!!
21. Service Design – Thursday Briefing 2011 Copenhagen
Co-creation
with users
allowed us to
get to know
some of the
meanings of
mobile phones
for users’ life.
22. Service Design – Thursday Briefing 2011 Copenhagen
and also their
vision of the
future
23. Service Design – Thursday Briefing 2011 Copenhagen
even prototype
their future cell-
phone :-)
24. Service Design – Thursday Briefing 2011 Copenhagen
Co-creation sessions
with the Telefonica
team: +200 ideas for
use scenarios and tons
of common sense to
converge on good
ideas
25. Service Design – Thursday Briefing 2011 Copenhagen
Starting point was
technology...
Through service
design, the
destination became
real people’s life.
26. Service Design – Thursday Briefing 2011 Copenhagen
Globalcaja savings
bank
Designing a new service
for entrepreneurs
27. Service Design – Thursday Briefing 2011 Copenhagen
We need to
rethink the
relationship
between banks
and
entrepreneurs
28. Service Design – Thursday Briefing 2011 Copenhagen
Designing a service
from scratch
It was not about
service improvement
29. Service Design – Thursday Briefing 2011 Copenhagen
Co-creation with
the team at each
step
in order to reach an
implementable
solution
30. Service Design – Thursday Briefing 2011 Copenhagen
Business User
It is still a
design
problem Resources
31. Service Design – Thursday Briefing 2011 Copenhagen
A complex
service system
A facilitator
between
different actors
32. Service Design – Thursday Briefing 2011 Copenhagen
A process to
align the team
on a shared
vision of the
new service
33. Service Design – Thursday Briefing 2011 Copenhagen
Visualizing the
intangible and
not yet
existing
service
for team work,
prevision and
concept testing
34. Service Design – Thursday Briefing 2011 Copenhagen
Service
encounter and
backstage
action defined
for an
implementable
service concept
35. Service Design – Thursday Briefing 2011 Copenhagen
So,
A complete service
design project in
practice...
36. Service Design – Thursday Briefing 2011 Copenhagen
A complete service
design project
Usual design process
Research Conceptualization Service encounter design Implementation
37. Service Design – Thursday Briefing 2011 Copenhagen
Service Design Projects
Strategic
vision
Internal External
innovation innovation
Service
encounter
38. Service Design – Thursday Briefing 2011 Copenhagen
So in practice, service design is about
creating user value,
business value,
and organisational value
by applying design driven methods.
39. Service Design – Thursday Briefing 2011 Copenhagen
And that’s what we have a
passion for at Designit!
40. Service Design – Thursday Briefing 2011 Copenhagen
Thanks!
David de Prado, david.deprado@dnxgroup.com
Charlotte Schoeffler, charlotte.schoeffler@dnxgroup.com
41. Service Design – Thursday Briefing 2011 Copenhagen
A complex
service system
A facilitator
between
different actors
Notes de l'éditeur
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Our service design projects are very diverse in nature, industry, and scope. \n\nFrom the very strategic ones to the most tacticals. \n\nFrom those which seek internal innovation to those which seek an impact in the life of the users.\n\n
\n\nWe’ll talk about Carrefour Scanlib a supermarket self-scanner service, Virtual mobile on mobile virtualization, and Globalcaja entrepreneurs a financial service for entrepreneurs designed from scratch.\n
But firstly, we’d like to share with you three ideas on SD to give you some context on the way we do things\n
For us Service Design is not about just doing pretty things, or disguising our problems with fancy artifacts or speeches...\n\nit’s about real life, it’s about designing the best experience we can for our users\n
Even the most technological Services are implemented by people in the companies, \n\nOur projects have a strong presence of technology, but the most important factor is always the people in charge of making real things happen\n
Yes, we need a human-centered aproach for SD: we can’t design a service which is against the needs, feelings, or motivations of our clients...\n
And we can’t design against the needs, feelings, and motivations of our staff. Services are not products, services are something intangible that is co-created by our user and our staff in different moments. If we forget the user or our staff we won’t do good design.\n\nAlternate\nWe design for and with staff too, \nwe design for the real people in charge of the moments of truth with their values, needs, motivations and assets.\nServices are created in the very moment of delivery by the client and the staff\nIf we don’t take into account our people, we won’t do service design.\n
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Carrefour asked us to do some research in order to localize the software of its self-scann service\n
So we went to some supermarkets in France and did some etnographic research. User research is so important for Service Design! Observation let us focus on the things that are really happening, on the actions we are trying to facilitate through design...\n
And in this case the Carrefour and Designit team discovered that this project wasn’t about just translating the labels of an application\n
it was also about Carrefour’s Spanish clients, and staff\n
the elegant integration of existing related services\n
and prepare the supermarket space with clear and easy artifacts to support the service\n
What started as a research-localizing project ended up being a service design project with the aim of ensuring the most convenient experience for the Spanish clients and to do that we had to identify the moments of truth and all the internal activity that supported the success within that moments.\n
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Hey we’ve got an amazin technology but we need\nMore or less this was the approach when we met our client, a savy wise guy from Telefonica R&D. \nThese are the kind of challenges we love in Designit!\n
And we started with some participatory design: \ngroup, we are very interested in how you live and use your mobile phones nowadays:\n the good, the bad moments, the job moments, the family/friends moments.\n
But we also ask them to imagine the future and how to potentiate the good moments and solve the barriers they encounter nowadays\n
They put a lot of passion, had a lot of fun and came up with lots of ideas.\n
With all the data, the Telefonica tema joined in and worked on generate ideas buiding on users’ and also to select the ones that could work based on their technology and business feasibility.\n
To finally produce 4 scenarios to create real services.\nThe starting point of the project was technology, but using service design the arrival point was real people’s life, designing engaging services that could get the user closer to the future scenarios they imagined.\nAnd yes, we finally designed an app that is going to be launched at the end of this month and hope to work with the Telefonica team to develop more scenarios.\n
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As you could see, the very nature of SD projects is that of transformation and to reach that there’s a continous movement and design work between concept and execution, strategy and tactic, organization front-stage \n
