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Creative lapland seminar 2010 stefan moritz

Stefan Moritz
Stefan Moritz

The document discusses service design and its importance in the networked age. It notes that 80% of companies believe they deliver outstanding customer experiences, while only 8% of customers agree. Service design takes a holistic, empathetic approach focused on prototyping to improve customer experiences and business value. The document provides examples of how service design was used to redesign a hospital experience and offers tips on where and how to start a service design process.

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Service Design Something to phone home about. Stefan Moritz Creative Lapland Seminar 2010
Sorry that I cant be here in person. Stefan Moritz Creative Lapland Seminar 2010
Designing the worlds most accessible video conference service 3 Stefan Moritz Creative Lapland Seminar 2010 Ergonomidesign / skiptrip.se
From the industrial to the networked age 4 Stefan Moritz Creative Lapland Seminar 2010 At the core of the technological, social and cultural shift are people. The networked age is the mutual value era.
VALUE FOR THE ENTERPRISE ? Experiences 5 Services } GE Stefan Moritz Creative Lapland Seminar 2010 DA KE WOR Brands ET {N Products } GE Commodities ALA RI U ST ND {I VALUE FOR CUSTOMERS
6 Stefan Moritz Creative Lapland Seminar 2010 Service is everything that cant fall on your feet. THE ECONOMIST Illustration by Jeffery Callender & Peter Morville
Service Design methodology How to design services and experiences in the network age INDUSTRIAL AGE NETWORK AGE METHODOLOGY Produced Performed Journey Stefan Moritz Creative Lapland Seminar 2010 Material Immaterial System design Tangible Intangible Sensualisation No involvement Client participation Co-creation Ownership Experience Service blueprint
Service Experience You have to be there. It happens over time. 8 You dont own it but use it. Stefan Moritz Creative Lapland Seminar 2010
Service Design DEFINITION | Methodology to help improve or 9 innovate service experiences that result in more satis鍖ed customers Stefan Moritz Creative Lapland Seminar 2010 and more pro鍖table enterprises.
You are a service designer. 10 Stefan Moritz Creative Lapland Seminar 2010
So what is so special about service design? 11 Stefan Moritz Creative Lapland Seminar 2010
Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
13 Stefan Moritz Creative Lapland Seminar 2010 Finding out and Giving strategic Developing Selecting the Enabling Making it learning direction concepts most relevant understanding happen
Why do we need (to get better at) 14 service design? Stefan Moritz Creative Lapland Seminar 2010
80% of companies believe they deliver outstanding value and a superior customer experience. 15 Stefan Moritz Creative Lapland Seminar 2010 8% of their customers agree. Source: Bain & Company
Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
Culture 17 Business Brand Model Stefan Moritz Creative Lapland Seminar 2010 Service Design Value Authenticity Utility Source: Paul Sims
The only people that see the bigger picture of any company are 18 Stefan Moritz Creative Lapland Seminar 2010 their customers.
I dont buy shoes. 19 Stefan Moritz Creative Lapland Seminar 2010
Selling products Delivering services 20 Stefan Moritz Creative Lapland Seminar 2010
The outcome: service, product, system, experience, offer, 21 Stefan Moritz Creative Lapland Seminar 2010
big words Small actions are better than 22 Stefan Moritz Creative Lapland Seminar 2010
Reactions Interactions Transactions 23 Stefan Moritz Creative Lapland Seminar 2010
New currencies. 24 Stefan Moritz Creative Lapland Seminar 2010 TIME / KUDOS / FEEDBACK / POINTS /
Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
26 Hospital designed Stefan Moritz Creative Lapland Seminar 2010
BETTER PRPARATION BETTER TREATMENT Multi-media recall service Music of choice during treatment Online registration form DVD-glasses during treatment SMS reminder Alternative medicine Free parking Children play area with Playstation Bring your guests General anesthesia BETTER WAITING BETTER DEPARTURE 27 Postcard service in the waiting area Credit cards accepted (Germany!) Fireplace & blankets Cool bags and painkillers Stefan Moritz Creative Lapland Seminar 2010 Multimedia waiting room Mouth refreshing room Daily papers / Magazines / Wireless Prophylaxis shop Reading glass lending Beach chairs on the roof terrace Air-conditioning Sun glasses lending Baby changing, feeding and play room Internal lab Free Latte, juice, etc. Vouchers Fresh fruit Extended warranty Toothbrush set free http://www.ku64.de
28 Listen. Stefan Moritz Creative Lapland Seminar 2010
29 Care. Stefan Moritz Creative Lapland Seminar 2010
30 Simplify. Stefan Moritz Creative Lapland Seminar 2010
31 Engage. Stefan Moritz Creative Lapland Seminar 2010
32 Leverage. Stefan Moritz Creative Lapland Seminar 2010
33 Nurture. Stefan Moritz Creative Lapland Seminar 2010
Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
Service touches Service system Service business 35 Stefan Moritz Creative Lapland Seminar 2010
harder than ideas. Implementation is 36 Stefan Moritz Creative Lapland Seminar 2010
Service Design methodology Stefan Moritz Creative Lapland Seminar 2010
38 Prototype. Stefan Moritz Creative Lapland Seminar 2010
Stefan Moritz Creative Lapland Seminar 2010
http://servicedesigntools.org/ 40 Stefan Moritz Creative Lapland Seminar 2010
Where to start? Stefan Moritz Creative Lapland Seminar 2010
Where to start? Problem Solve Stefan Moritz Creative Lapland Seminar 2010 Something to phone home Value about Leverage More More New assets value customers offer
A little service for you: http://drop.io/CLS Stefan Moritz Creative Lapland Seminar 2010
How to navigate? 44 Stefan Moritz Creative Lapland Seminar 2010
Quick & dirty 45 Journey Hot 20 Sticker Tomorrows Back Journal spot ideas voting headlines casting Stefan Moritz Creative Lapland Seminar 2010
Imagination is more important 46 Stefan Moritz Creative Lapland Seminar 2010 then knowledge. Albert Einstein
Kiitos. Stefan Moritz Creative Lapland Seminar 2010 http://drop.io/CLS http://stefan-moritz.com

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Creative lapland seminar 2010 stefan moritz

  • 1. Service Design Something to phone home about. Stefan Moritz Creative Lapland Seminar 2010
  • 2. Sorry that I cant be here in person. Stefan Moritz Creative Lapland Seminar 2010
  • 3. Designing the worlds most accessible video conference service 3 Stefan Moritz Creative Lapland Seminar 2010 Ergonomidesign / skiptrip.se
  • 4. From the industrial to the networked age 4 Stefan Moritz Creative Lapland Seminar 2010 At the core of the technological, social and cultural shift are people. The networked age is the mutual value era.
  • 5. VALUE FOR THE ENTERPRISE ? Experiences 5 Services } GE Stefan Moritz Creative Lapland Seminar 2010 DA KE WOR Brands ET {N Products } GE Commodities ALA RI U ST ND {I VALUE FOR CUSTOMERS
  • 6. 6 Stefan Moritz Creative Lapland Seminar 2010 Service is everything that cant fall on your feet. THE ECONOMIST Illustration by Jeffery Callender & Peter Morville
  • 7. Service Design methodology How to design services and experiences in the network age INDUSTRIAL AGE NETWORK AGE METHODOLOGY Produced Performed Journey Stefan Moritz Creative Lapland Seminar 2010 Material Immaterial System design Tangible Intangible Sensualisation No involvement Client participation Co-creation Ownership Experience Service blueprint
  • 8. Service Experience You have to be there. It happens over time. 8 You dont own it but use it. Stefan Moritz Creative Lapland Seminar 2010
  • 9. Service Design DEFINITION | Methodology to help improve or 9 innovate service experiences that result in more satis鍖ed customers Stefan Moritz Creative Lapland Seminar 2010 and more pro鍖table enterprises.
  • 10. You are a service designer. 10 Stefan Moritz Creative Lapland Seminar 2010
  • 11. So what is so special about service design? 11 Stefan Moritz Creative Lapland Seminar 2010
  • 12. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  • 13. 13 Stefan Moritz Creative Lapland Seminar 2010 Finding out and Giving strategic Developing Selecting the Enabling Making it learning direction concepts most relevant understanding happen
  • 14. Why do we need (to get better at) 14 service design? Stefan Moritz Creative Lapland Seminar 2010
  • 15. 80% of companies believe they deliver outstanding value and a superior customer experience. 15 Stefan Moritz Creative Lapland Seminar 2010 8% of their customers agree. Source: Bain & Company
  • 16. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  • 17. Culture 17 Business Brand Model Stefan Moritz Creative Lapland Seminar 2010 Service Design Value Authenticity Utility Source: Paul Sims
  • 18. The only people that see the bigger picture of any company are 18 Stefan Moritz Creative Lapland Seminar 2010 their customers.
  • 19. I dont buy shoes. 19 Stefan Moritz Creative Lapland Seminar 2010
  • 20. Selling products Delivering services 20 Stefan Moritz Creative Lapland Seminar 2010
  • 21. The outcome: service, product, system, experience, offer, 21 Stefan Moritz Creative Lapland Seminar 2010
  • 22. big words Small actions are better than 22 Stefan Moritz Creative Lapland Seminar 2010
  • 23. Reactions Interactions Transactions 23 Stefan Moritz Creative Lapland Seminar 2010
  • 24. New currencies. 24 Stefan Moritz Creative Lapland Seminar 2010 TIME / KUDOS / FEEDBACK / POINTS /
  • 25. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  • 26. 26 Hospital designed Stefan Moritz Creative Lapland Seminar 2010
  • 27. BETTER PRPARATION BETTER TREATMENT Multi-media recall service Music of choice during treatment Online registration form DVD-glasses during treatment SMS reminder Alternative medicine Free parking Children play area with Playstation Bring your guests General anesthesia BETTER WAITING BETTER DEPARTURE 27 Postcard service in the waiting area Credit cards accepted (Germany!) Fireplace & blankets Cool bags and painkillers Stefan Moritz Creative Lapland Seminar 2010 Multimedia waiting room Mouth refreshing room Daily papers / Magazines / Wireless Prophylaxis shop Reading glass lending Beach chairs on the roof terrace Air-conditioning Sun glasses lending Baby changing, feeding and play room Internal lab Free Latte, juice, etc. Vouchers Fresh fruit Extended warranty Toothbrush set free http://www.ku64.de
  • 28. 28 Listen. Stefan Moritz Creative Lapland Seminar 2010
  • 29. 29 Care. Stefan Moritz Creative Lapland Seminar 2010
  • 30. 30 Simplify. Stefan Moritz Creative Lapland Seminar 2010
  • 31. 31 Engage. Stefan Moritz Creative Lapland Seminar 2010
  • 32. 32 Leverage. Stefan Moritz Creative Lapland Seminar 2010
  • 33. 33 Nurture. Stefan Moritz Creative Lapland Seminar 2010
  • 34. Service Design MINDSET APPROACH METHODOLOGY Stefan Moritz Creative Lapland Seminar 2010 HOLISTIC EMPATHY PROTOTYPING
  • 35. Service touches Service system Service business 35 Stefan Moritz Creative Lapland Seminar 2010
  • 36. harder than ideas. Implementation is 36 Stefan Moritz Creative Lapland Seminar 2010
  • 37. Service Design methodology Stefan Moritz Creative Lapland Seminar 2010
  • 38. 38 Prototype. Stefan Moritz Creative Lapland Seminar 2010
  • 39. Stefan Moritz Creative Lapland Seminar 2010
  • 40. http://servicedesigntools.org/ 40 Stefan Moritz Creative Lapland Seminar 2010
  • 41. Where to start? Stefan Moritz Creative Lapland Seminar 2010
  • 42. Where to start? Problem Solve Stefan Moritz Creative Lapland Seminar 2010 Something to phone home Value about Leverage More More New assets value customers offer
  • 43. A little service for you: http://drop.io/CLS Stefan Moritz Creative Lapland Seminar 2010
  • 44. How to navigate? 44 Stefan Moritz Creative Lapland Seminar 2010
  • 45. Quick & dirty 45 Journey Hot 20 Sticker Tomorrows Back Journal spot ideas voting headlines casting Stefan Moritz Creative Lapland Seminar 2010
  • 46. Imagination is more important 46 Stefan Moritz Creative Lapland Seminar 2010 then knowledge. Albert Einstein
  • 47. Kiitos. Stefan Moritz Creative Lapland Seminar 2010 http://drop.io/CLS http://stefan-moritz.com