SDOA 1.1 Service Design and Organizational Activation – Introduction

www.florianvollmer.com
@florianvollmer

Service Design &
Organizational Activation

Philosophy
© Florian Vollmer, 2012 – www.florianvollmer.com

Traditional Business: Quarterly profit, M&A, shareholder value,
sales, market share, trade secrets, proprietary technology ...


Design-Driven Business: Focus on the invidual, sustainable
practices, answering needs, connecting systems, transparency


126 million units sold


One of design’s most fundamental tasks is
helping people deal with change.
Paola Antonelli, MOMA


Design is applied problem solving.
– (me)


Industrial Design

Graphic

Interface

Interaction © Florian Vollmer, 2012 – www.florianvollmer.com

Design


Problem Text Solution Design


Styling
UCE, BIAD Birmingham, UK
Craft
Connection KHB Berlin, Germany
KISD, Cologne, Germany
Interaction
GATECH, Atlanta, GA


Industrial Design
Focus on the design process

College of Computing: HCI
Georgia Institute of Technology and Ubicomp
Design of a multidisciplinary curriculum Focus on new interface paradigms

School of Literature,
Communications, Culture
Focus on new meaning


Peer Learning
Design New Forms of Education Service Design
Advocacy Evolution
Cultural Insights
SMB’s
Design Management A Glimpse
Growing Context

Floating Freely
The Sensation of Weightlessness

Happiness
In the face of material poverty


Reliance on Separation of Dedicated
Project Designer/ Des/ PM/
Designer PM AM
Addition of Integration of Integration of
Production 2D/ 3D Digital
Signage
New Service New Service
Strategy Service
Design
Focus on Understanding with Shift to being
Strengths Talinsight Generative
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Global Humanity

System of Group
Systems

I believe one should design for the advantage of the largest
System Individual
mass of people, first and always. – Raymond Loewy

Intervention Experience


Pretty is easy.


... is for all users and
stakeholders
Successful Design... ... has a positive
emotional impact
... speaks to multiple senses


A Journey


mCommerce Customer Product
Social Environment Sales
eCommerce Presentation
Traditional Media Engagement Ownership
Media Experience

Touchpoints

Fascinating Times


Good design is good business.
– Thomas Watson, IBM


RFID, NFC,

RFID, NFC, QRCodes,

RFID, NFC, QRCodes, mCommerce,

RFID, NFC, QRCodes, mCommerce, augmented reality,

RFID, NFC, QRCodes, mCommerce, augmented reality, location
based services, © Florian Vollmer, 2012 – www.florianvollmer.com

based services, social media, © Florian Vollmer, 2012 – www.florianvollmer.com

based services, social media, 3d printing, © Florian Vollmer, 2012 – www.florianvollmer.com

based services, social media, 3d printing, ubicomp,

based services, social media, 3d printing, ubicomp, m2m...

The Commonality?


Truly understand
the user’s needs


Information Services Goods

Lifespace © Florian Vollmer, 2012 – www.florianvollmer.com

12 Weeks

Partners

Company

Team
I

Partners

Company
Process, Tools, Language
Team
I

Goal Setting

Service

1980’s 1990’s 2000’s
100%

service

%
GDP

goods

0%


Craftsman

Planner Doer

Brand
Wayfinding
Digital Interaction
Info Graphics/ Print
Human interaction
Digital Signage
Environmental cues
Smartphone?

A Journey


Pre-Service Service Period Post-Service

Time


Back-Stage

Front-Stage

User Experience

Actors


technologists
training
IT
marketing
business
operations
brand

Design
Management

Business Design

Drivers Rationality Experience

Method Analysis Iteration

Process Planning Doing

Decisions Logic Empathy

Values Stability Novelty


Vision Culture Innovation Growth Stock Value

Investment & Focus

Intervention Point for Design

Value of Design

Inspiration: Marty Neumeier, The Designful Company

Intangible Tangible
Value Value

End-user Value 1 2

Corporate Value 3 4

Quantifying Value

Inspiration: Robert Bau, Designing for Recovery

Intangible Tangible
Value
value Value

End-user Value 1 2

Intangible and Intangible and
Corporate Value
tangible benefits 3 tangible costs 4

Quantifying Value

Inspiration: Robert Bau, Designing for Recovery

Design Marketing General Manager

Strategy
Capital
Organization
Processes & Tech

Go-to-market Go-to-market
Distribution Distribution
Pricing/ Financials Pricing/ Financials

Product/ Service Product/ Service Product/ Service
Packaging Packaging Packaging
Branding Branding Branding

Inspiration: Louis Kim, VP Advanced Platform Group, HP

User needs - discover

Product/ Service Strategy
Go-to-market
Packaging Capital
Distribution
Organization
Pricing/ Financials Branding
Processes & Tech
User needs - discern


Planning &
Process

Design Thinking


1
%
Idea


Language


Decision Making Tools


Waterfall Agile


Codesigning


Service in Beta


Prototype Beta Measure Beta Measure 1.0


technologists
training
IT
marketing
business
Stakeholder Activation operations
brand

Joint Vision

Creating a Joint Vision


Execution

10
Plan
%

Integrate


Storytelling


Activate


Dialog Style

Ask


@florianvollmer
#servicedesign


www.florianvollmer.com


Toolbox


One, Ten, Thirty, Sixty


For the End

SDOA 1.1 Service Design and Organizational Activation – Introduction

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SDOA 1.1 Service Design and Organizational Activation – Introduction