3. ⤑ A new marketing paradigm
⤑ The basis of all exchange is
service
⤑ Goods are a distribution
mechanism for service provision
⤑ Value is always co-created with
“Evolving to a New the customer
Dominant Logic for ⤑ A service-centered view is
inherently customer oriented and
Marketing” relational
Publication of an award-winning
article by Stephen Vargo and Robert
Lusch in a 2004 edition of Journal of
⤑ Value-in-use replaces value-in-
Marketing exchange
5. But what is a
service ?
Services,
as
opposed
to
goods,
are:
⤑ Intangible
⤑ Cannot
be
stored
⤑ Are
consumed
&
produced
at
the
same
Ime
⤑ Are
delivered
via
oJen
complex
systems
&
processes
⤑ Involve
people
and
their
relaIonships
6. And what is a good
service ?
SERVICE
EFFICIENCY
Services
that
help
users
(customers)
to
get
their
jobs
done,
solve
their
problems
by
producing
their
desired
outcome
SERVICE
EXPERIENCE
And
provide
them
with
a
good
(outstanding)
experience
across
different
channels
&
touchpoints
19. Examples
of
touchpoints
Telephone
service
Company
cars
Face-‐to-‐face
Delivery
Email
Merchandising
Post
mail
WarranIes
Sales
Invoicing
Website
Complaint
handling
Mobile
apps
Public
relaIons
Screenless
digital
interfaces
Cleaning
Social
media
Physical
environments
AdverIsing
&
communicaIon
(stores,
corporate
buildings)
Packaging
etc.
Support
20. Technology
As
a
driver
for
mulIple
service
innovaIon
opportuniIes
24.
So what about ⤑ And,
increasingly,
they
are
just
part
of
a
mobile apps for service,
one
touchpoint
of
a
service
example ? ⤑ Which
means
that
an
app
is
not
an
end
in
itself.
According
to
service
dominant-‐logic,
The
service
as
a
whole
must
work,
every
mobile
app
is
a
service.
regardless
of
how
good
the
app
is.
In
the
(Devices
are
service
avatars
an
the
apps
eye
of
the
user/customer,
it’s
just
one
are
their
informaIon
shadows.)
thing.
⤑ A
mobile
app
should
exactly
do
what
the
user
expects
it
to
do
at
a
certain
Ime,
place
&
context
(and
not
more)
33. Carfinder:
A
stand
alone
AR
app
providing
you
with
the
service
to
find
back
your
car
Source:
h;p://itunes.apple.com/us/app/find-‐your-‐car-‐ar-‐augmented/id370836023?mt=8
38. • Understand
people’s
mental
models
and
the
jobs
they
try
to
get
done
• Design
for
mulIple
devices
&
interfaces
(some
without
screens)
&
opImize
the
interplay
between
them:
every
device
&
interface
has
its
own
limitaIons
&
capabiliIes
• In
sake
for
usability
&
simplicity,
only
offer
the
features
really
needed
on
different
devices
at
a
specific
moment,
place
&
context:
design
for
low
fricIon
&
be
focused
• AnIcipate
people’s
contextual
needs
by
using
all
the
informaIon
available
(your
phone
and
other
devices
or
applicaIons
know
a
lot
about
you
!)
• We’d
like
to
switch
between
devices,
interfaces
&
even
modes
without
loosing
anything
&
link
the
physical
and
the
digital
world
in
a
more
natural
way
• Think
the
whole
service
system
as
one
thing
(that’s
what
the
customer
does
!)
39. Case
study:
Experience
design
Carnegie
Library
of
Pi;sburgh,
a
project
by
Maya
design
A
strategic
design
project
:
interior
redesign
wayfinding
web
site
and
the
library
catalog
and
thus
is
a
service
design
project
as
it
dealt
with
several
touch
points
and
the
customer
journey,
but
with
a
strong
focus
on
informaIon
architecture.
h;p://www.maya.com/pormolio/carnegie-‐library
MAYA
Design,
Inc.
/
SouthSide
Works,
Building
2,
Suite
300
2730
Sidney
Street
/
Pi;sburgh,
PA
15203
/+1
412-‐488-‐2900
40. Carnegie Library of Pittsburgh | Information Environment
This
needs
revoluIon,
not
evoluIon
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
41. Carnegie Library of Pittsburgh | Information Environment
Building
use
scenarios
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
42. Carnegie Library of Pittsburgh | Information Environment
Maya
described
the
library
informaIon
architecture
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
43. Carnegie Library of Pittsburgh | Information Environment
Personas
follow
typical
use
scenarios
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
44. Carnegie Library of Pittsburgh | Information Environment
Breakpoint
pa;erns
revealed
systemic
issues
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
45. Carnegie Library of Pittsburgh | Information Environment
Bridge
the
breakpoints
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
46. Carnegie Library of Pittsburgh | Information Environment
Redesign
of
physical
space
including
wayfinding
&
signage
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
47. Carnegie Library of Pittsburgh | Information Environment
Consistent
IA
across
“user
interfaces”
from
website
to
physical
site…
A
project
by
MAYA
Design,
Inc.
h;p://www.maya.com/pormolio/carnegie-‐library
51. UX
design
&
Service
design
• SD
is
UX
beyond
the
screens
• both
use
overlapping
methods
&
tools
• both
are
user
centered
design
disciplines
• both
follow
the
design
thinking
mindset
Customer
experience
:
TranslaIng
these
individual
disciplines
into
a
business
strategy
52.
53.
54.
55.
56. +
Service
design
+
User
experience
design
+
Employee
saIsfacIon
&
empowerment
+
Certainly
more
57. Peter
Drucker
“There
is
only
one
reason
for
a
company
to
exist:
To
create
value
for
the
customer.
Thus,
the
two
most
important
business
funcIons
are
markeIng
&
innovaIon.”
And
thus,
if
applied
holisIcally:
Design
=
Value
=
Strategy
=
MarkeIng
&
InnovaIon