Service Design – buzzword or magic method?

0c72693dd5191c9c2c6af01925d7cfcc?s=47 pia betton
October 08, 2012

Service Design – buzzword or magic method?

At the next berlin 2012 conference in october I talked about opportunities and challenges for using service design as a method.

0c72693dd5191c9c2c6af01925d7cfcc?s=128

pia betton

October 08, 2012
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Transcript

  1. 1.

    edenspiekermann_ berlin amsterdam stuttgart san francisco 8th of October 2012

    service design – buzzword or magic method? Pia Betton, Managing Partner 1 Mittwoch, 10. Oktober 2012
  2. 2.

    edenspiekermann_ Background in Design, Innovation and Corporate Change. Today: Strategy,

    Design Thinking, Service Design, Concept Making, Change Facilitation. about pia 2 Mittwoch, 10. Oktober 2012
  3. 5.

    edenspiekermann_ We are an international agency for strategy, design and

    communication in Amsterdam, Berlin and Stuttgart. 4 Mittwoch, 10. Oktober 2012
  4. 7.

    We are thinkers, designers, consultants, concept developers, copywriters, coders, visualisers

    and realisers. We are experts in communication and interaction. We are 97 people from 15 nations. 5 Mittwoch, 10. Oktober 2012
  5. 12.

    edenspiekermann_ from corporate to social 1990 One company, one world,

    everywhere Branding – designing brand messages 1995 8 Mittwoch, 10. Oktober 2012
  6. 13.

    edenspiekermann_ from corporate to social 1990 One company, one world,

    everywhere Branding – designing brand messages 1995 Experience design and designing brand experience 2000 8 Mittwoch, 10. Oktober 2012
  7. 14.

    edenspiekermann_ from corporate to social 1990 One company, one world,

    everywhere Branding – designing brand messages 1995 Experience design and designing brand experience 2000 2008 Social & service experience 8 Mittwoch, 10. Oktober 2012
  8. 15.

    edenspiekermann_ from corporate to social 1990 One company, one world,

    everywhere Branding – designing brand messages 1995 Experience design and designing brand experience 2000 2008 Social & service experience Importance of design thinking and design research methods in our work 8 Mittwoch, 10. Oktober 2012
  9. 17.

    edenspiekermann_ by order hierarchical structured restricted knowledge top down gradual

    products a paradigm shift: from corporate to social 9 Mittwoch, 10. Oktober 2012
  10. 18.

    edenspiekermann_ by order hierarchical structured restricted knowledge top down gradual

    products social together spontaneous share & spread among equals in real time services a paradigm shift: from corporate to social 9 Mittwoch, 10. Oktober 2012
  11. 20.

    edenspiekermann_ a paradigm shift: from corporate to social new thinking

    challenge designers and clients alike: 10 Mittwoch, 10. Oktober 2012
  12. 21.

    edenspiekermann_ a paradigm shift: from corporate to social new thinking

    challenge designers and clients alike: _brands are about contributing rather than directing 10 Mittwoch, 10. Oktober 2012
  13. 22.

    edenspiekermann_ a paradigm shift: from corporate to social new thinking

    challenge designers and clients alike: _brands are about contributing rather than directing _a good service is as important as a good product 10 Mittwoch, 10. Oktober 2012
  14. 23.

    edenspiekermann_ a paradigm shift: from corporate to social new thinking

    challenge designers and clients alike: _brands are about contributing rather than directing _a good service is as important as a good product _we are not the experts any more – the customers are 10 Mittwoch, 10. Oktober 2012
  15. 24.

    edenspiekermann_ in many cases, the introduction of service design thinking

    marks the end of the use of traditional marketing methods 11 Mittwoch, 10. Oktober 2012
  16. 29.

    identity & brand design digital products & services enabling change

    edenspiekermann_ 13 Mittwoch, 10. Oktober 2012
  17. 30.

    identity & brand design service design digital products & services

    enabling change edenspiekermann_ 13 Mittwoch, 10. Oktober 2012
  18. 31.

    identity & brand design service design digital products & services

    enabling change edenspiekermann_ 14 Mittwoch, 10. Oktober 2012
  19. 32.

    identity & brand design service design digital products & services

    enabling change edenspiekermann_ 15 Mittwoch, 10. Oktober 2012
  20. 37.

    edenspiekermann_ three case studies: _how to successfully introduce new technology

    _how to create a service culture 16 Mittwoch, 10. Oktober 2012
  21. 38.

    edenspiekermann_ three case studies: _how to successfully introduce new technology

    _how to create a service culture _how to make a change process relevant 16 Mittwoch, 10. Oktober 2012
  22. 43.

    edenspiekermann_ user reactions “I think the bump thing is cool”

    “I would only bump with friends” “Bump doesn’t fit with financial transactions” 21 Mittwoch, 10. Oktober 2012
  23. 46.

    edenspiekermann_ service design in digital technology: _our client would normally

    develop a white paper (technology focus) to introduce the bump technology. _with the working prototype, they can now offer a white label service product. 24 Mittwoch, 10. Oktober 2012
  24. 47.

    edenspiekermann_ case study 2: how a brand can create a

    service culture 25 Mittwoch, 10. Oktober 2012
  25. 48.

    edenspiekermann_ 3 NEXT GENERATION AVANTGARDE All you The new Avantgarde.

    Living ahead! Avantgarde3 | Otto Bock HealthCare 2 edenspiekermann_ 26 Mittwoch, 10. Oktober 2012
  26. 51.

    edenspiekermann_ edenspiekermann_ Die Marke Otto Bock _09.11.2010 Techniker Kostenträger Ärzte

    Anwender zielgruppenspezi sche ansprache Doctor User insurance Technician exploring the service value chain 29 Mittwoch, 10. Oktober 2012
  27. 56.

    edenspiekermann_ service design in branding: _culture: shift focus from technology

    to creating value for stakeholders _communication: focus on personal stakeholder relationships and values 34 Mittwoch, 10. Oktober 2012
  28. 58.

    edenspiekermann_ case study 3: how to make a change process

    relevant for people from very different cultural backgrounds 36 Mittwoch, 10. Oktober 2012
  29. 65.

    edenspiekermann_ step 2: explore what diversity means for approx. 20,000

    managers worldwide 43 Mittwoch, 10. Oktober 2012
  30. 66.

    edenspiekermann_ Véronique Krüger Wissenschaftliche Mitarbeiterin in der Forschung und Vorausentwicklung

    Mikrosystemtechnik in Stuttgart, Deutschland. Die Physikerin und dreifache Mutter arbeitet oft als einzige Frau im Männer- team. Sie engagiert sich im Mentoring sowie in den Netzwerken „Heratec“ und „Für Bosch ins Ausland und zurück“. Ein Burn-out hat sie gut überstanden und forscht heute auf der Schillerhöhe. Véronique Krüger Scientific associate of the Corporate Research for microsystem technologies in Stuttgart, Germany. She holds a PhD in physics, is a mother of three, and is often the only woman working in a team of men. She is actively involved in mentoring, and in the networks “Heratec” and “Abroad and back for Bosch.” After suffering a burnout, she has rediscovered her equilibrium and is now carrying out top-level research at the Schillerhöhe. Florian Bankoley Geschäftsführer der Mobility Media GmbH in Berlin, Deutschland. Trainee in Bühl, Stuttgart und Wuxi/ China, einst einziger Betriebswirtschaft- ler unter Ingenieuren im schwedischen Kundenteam, heute einer der jüngsten Geschäftsführer einer Bosch-Tochterge- sellschaft. Als Basketball-Trainer ist er Vorbild für Jugendliche – und nennt als sein eigenes Vorbild Franz Fehrenbach: wegen dessen Authentizität. Florian Bankoley CEO, Managing Director, Mobility Media GmbH in Berlin, Germany. Having started out as a trainee in Bühl, Stuttgart, and Wuxi, China, and with the experience of being the only business eco- nomist amongst a whole group of engineers on the Swedish customer support team, he is now one of the youngest CEOs ever to lead a Bosch subsidiary. As a basketball trainer, he provides a role model for young people – and as his own role model, he looks up to Franz Fehrenbach, inspired by his authenticity. Ute Lepple Kaufmännische Leiterin Produktbereich Zubehör bei Bosch Power Tools in Solo- thurn, Schweiz. Die Diplom-Betriebswirtin mit einer Lei- denschaft für Bergsport und klassisches Ballett lebt mit ihrem Ehemann seit 10 Jahren in der Schweiz und hat eine dreijährige Tochter. Sie zeigt berufliche Vielfalt: Nach ihrem Studium an der Berufsakademie hat sie bisher in den Bereichen Logistik, Personal, Revision und Einkauf gearbeitet. Ute Lepple Senior Vice President Finance and Admin- istration Accessory, Bosch Power Tools, Solothurn, Switzerland She is a MBA graduate with a passion for alpine sports and classical ballet and has been living in Switzerland with her husband for ten years. They have a three-year-old daughter. Her career has been a very diverse one: since graduating from vocatio- nal college, she has worked in the fields of logistics, HR, auditing, and purchasing. Erich Reichel Meister im Bosch-Werk in Nürnberg, Deutschland. Dem begeisterten Familienvater ist sein Privatleben so wichtig wie ein gutes Arbeitsklima. Als erster im Werk hat er ein flexibles Arbeitszeit modell durchge- setzt, das heute weitere Kollegen nutzen können. So teilt er sich mit seiner Frau die Kinderbetreuung und beginnt zwei Tage in der Woche um 12 Uhr bei Bosch – bei Bedarf bleibt er dafür gerne mal länger. Erich Reichel Foreman of the Bosch plant in Nuremberg, Germany. As dedicated family man, he places just as much importance to his private life as on enjoying a a good work atmosphere. He was the first person at the Nuremberg plant to introduce flexible working hours, which other colleagues at Bosch now can benefit from. Twice a week he starts work at noon, so that he can support his wife and look after the children in the mornings. In return he is content to stay at work a bit longer, if necessary. Bernhard Straub Bereichsvorstand mit Zuständigkeit für kauf männische Aufgaben im Geschäftsbereich Elektrische Antriebe, Deutschland. Der Diplom-Wirtschaftsingenieur hat in Karlsruhe studiert und zusätzlich einen Master in Systemanalyse sowie seinen Doktor in Wissenssoziologie erworben – beides in London. Er war als einziger Deutscher unter 2.500 indischen Kollegen und später für Bosch in Japan tätig. Heute mit einer kenia nischen Inderin verheiratet und zweifacher Vater, gehört Vielfalt für ihn beruflich wie privat einfach dazu. Bernhard Straub Executive Vice President responsible for commercial matters in the Electric Drives division in Germany. A qualified industrial engineer, he studied in Karlsruhe before moving to London where he completed an additional Masters degree in systems analysis, as well as a doctorate in the sociology of knowledge. He was the sole German among 2,500 Indian colleagues and later working for Bosch in Japan. Now married to a Kenyan Indian and proud father of two, diversity comes naturally to Bernhard, both at home and at work. Ulrich Kurfiß Weiterbildungsreferent am Standort Stuttgart-Feuerbach, Deutschland. Mit 24 bereits Ausbildungsmeister in Rutesheim, hat er an allen Diesel-Stand- orten weltweit gearbeitet – und feierte im September 2011 sein 40-jähriges Dienstjubiläum. Der Werkzeugmacher- Meister baute in Wuxi/China den Bereich Weiterbildung mit auf und begeistert sich für die chinesische Kultur. Ulrich Kurfiss Training Instructor at the Stuttgart- Feuerbach plant, Germany. Having become a senior instructor at Rutes- heim at just 24 years of age, he has worked at every Diesel location around the world – and in September 2011, he celebrated his 40th year of service with Bosch. As a master toolmaker, he helped to set up the training program in Wuxi/China, where he developed a passion for the Chinese culture. Jumana Al-Sibai Verkaufsleiterin im Geschäftsbereich Gasoline Systems in Schwieberdingen, Deutschland. Sie ist eine der Top-Frauen im Bosch- Management und bekam im September 2011 ihr zweites Kind. Familie und Karriere zu verbinden ist für Sie natürlich – genauso wie die Arbeit als eine von wenigen Frauen im tech nischen Umfeld. Vielfalt als Chance zu nutzen, lernte die Halb-Araberin schon seit Beginn Ihrer Laufbahn: im Ausland und bei früheren Arbeitgebern. Jumana Al-Sibai Senior Vice President of Sales in the Gasoline Systems Division, Schwieberdin- gen, Germany She is one of the top women in Bosch management and her second child was born in September 2011. For her, com- bining work and family is perfectly natural – as is being one of the few women working in a male-dominated technical environment. Of mixed Arab descent, she learned right from the beginning of her career to use diversity as an opportunity – both abroad and with previous employers. Vielfalt ist unverzichtbar, um im globalen Wettbewerb erfolgreich zu sein. Und: Vielfalt hat viele Gesichter. Tragen Sie dazu bei, auch im Bereich der Gender Diversity unser ganzes Potenzial zu nutzen – denn mit mehr gemischten Führungsteams können wir nachweislich bessere Ergebnisse erzielen. Diversity is our advantage. Blindtext. One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar. The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen. Vielfalt ist unser Vorteil 40 personal stories about diversity 44 Mittwoch, 10. Oktober 2012
  31. 68.

    edenspiekermann_ service design in change processes: _the change process is

    rooted in the culture of the organisation. _focus on personal motivations and relevance, not on the underlying strategy 46 Mittwoch, 10. Oktober 2012
  32. 73.

    edenspiekermann_ enabling innovation Create a culture of active idea contribution

    explore the cultural motivations and barriers 51 Mittwoch, 10. Oktober 2012
  33. 74.

    edenspiekermann_ enabling innovation Create a culture of active idea contribution

    I understand the process I get inspiration and support from the management Great people in the organisation contribute I understand why my contribution is important explore the cultural motivations and barriers 51 Mittwoch, 10. Oktober 2012
  34. 76.

    edenspiekermann_ service design in internal processes: _identify break-downs in culture

    and processes _identify motivations and relevance _create a new process based on the employee “customer journey” 53 Mittwoch, 10. Oktober 2012
  35. 79.

    edenspiekermann_ organisational structures and hierarchies often get in the way

    for implementing a good service design experience across all platforms 55 Mittwoch, 10. Oktober 2012
  36. 87.

    edenspiekermann_ the organisation needs to be capable of conducting the

    necessary changes to achieve an appropriate return on investment 59 Mittwoch, 10. Oktober 2012
  37. 90.

    edenspiekermann_ “If I had asked people what they wanted, they

    would have said faster horses.” Henry Ford 61 Mittwoch, 10. Oktober 2012
  38. 96.

    edenspiekermann_ service design can be a strong tool, but it

    needs a broader scope in order to create sustainable value 65 Mittwoch, 10. Oktober 2012