Service Design for Unexpected Places

Most of today’s design and prototyping tools take for granted their industrial age origins: brands provide and customers consume. For ecosystems, this “customer narrative" is outmoded: participants are not just consumers (or producers) but active "shapers" of a business value proposition that is, essentially, co-produced. This requires use to rethink our design tools more in terms of shaping potential and opportunities than in terms of problems that need to be solved or customer needs to be met.

Transcript

1. SERVICE DESIGN FOR UNEXPECTED PLACES.
2. RON KERSIC SENIOR ARCHITECT ING CHIEF TECHNOLOGY OFFICE
3. CHIEF TECHNOLOGY OFFICE TECHNOLOGY DESIGN BUSINESS ORGANISATION
4. 1.APPLE 2.ALPHABET 3.MICROSOFT 4.FACEBOOK 5.AMAZON
5. 1.APPLE 2.ALPHABET 3.MICROSOFT 4.FACEBOOK 5.AMAZON 1.GOOGLE 2.APPLE 3.MICROSOFT 5.FACEBOOK 7.AMAZON
6. SOFTWARE …ATE THE WORLD.
7. SOFTWARE INTERNET …ATE THE WORLD.
8. SOFTWARE INTERNET MOBILE …ATE THE WORLD.
9. FROM LINEAIR VALUE CHAINS… PIPES PRODUCER PRODUCTION DISTRIBUTION CONSUMERS
10. …TO PLATFORM ECOSYSTEMS PLATFORM
11. FROM… PRODUCER/CONSUMER CUSTOMER SEGMENT ‘SOLVING A PROBLEM’ DESIGN FOR MARKETS OPTIMISE FOR PRODUCTION
12. FROM… PRODUCER/CONSUMER CUSTOMER SEGMENT ‘SOLVING A PROBLEM’ DESIGN FOR MARKETS OPTIMISE FOR PRODUCTION …TO PLATFORM/ECOSYSTEM PEER SEGMENT ‘ENABLING A POTENTIAL’ DESIGN AS MARKETS OPTIMISE FOR INTERACTION
13. Service design aims to ensure service interfaces are useful, usable and desirable from the client’s point of view and effective, efficient and distinctive from the supplier’s point of view. Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. - UK DESIGN COUNCIL, 2010 - BIRGIT MAGER, 2009 Service design is a holistic way for a business to gain a comprehensive, empathic understanding of customers needs. - FRONTIERS SERVICE DESIGN, 2010 Developing the environments, tools and processes that help employees deliver superior service in a way that is proprietary to the brand. - CONTINUUM, 2010 “ “ “ “
17. TECHNOLOGY BUSINESS DESIGN ORGANISATION
18. TECHNOLOGY BUSINESS DESIGN ORGANISATION
19. RON KERSIC RON.KERSIC@ING.NL