What makes one service more remarkable than another? Which experiences make people return to a business or place? This hands-on workshop at ‘SDN Conference Paris 2012’ invited to compile, discuss and cluster well-designed services. Building on the effort from a previous session the goal is to build an interactive ‘Service Map’ as web application. The SDN’s PhD day took place at Parsons Design School in Paris

1. S D N C O N F E R E N C E PA R I S / O C TO B E R 2 8 , 2 0 1 2
Mapping
outstanding
service
experiences
Katrin Dribbisch
Manuel Großmann
Martin Jordan &
Olga Scupin,
Service Design Berlin

2. Who are we?
Katrin Olga Manuel Martin
PhD Candidate, Business & Designer, User Experience,
University of Media Studies Fjord Nokia
Potsdam

3. What are we doing?
Connecting Learning Experiencing
service design meet-ups talks & conference workshops design jams

4. Service Design
Essentials

5. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project

6. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project

7. useful
Image: Inter IKEA Systems B.V.

8. usable
Image: Thomas Hawk / Flickr

9. desirable
Image: Maxene Huiyu / Flickr

10. effective
Image: Deutsche Post DHL

11. distinctive
Image: atmtx / Flickr

12. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”

13. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project

14. touchpoints
Image: Thomas Manss & Company

15. value
Image: Nokia

16. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”

17. Dimensions GRAPHIC
DESIGN Aa 2D
of design
PRODUCT
DESIGN 3D
+Z-axis
(spatial depth)
INTERACTION
4D
Contact
DESIGN
+T-axis
(temporal dimension)
Snap
SERVICE
DESIGN 5D
+ W-axis
(multi-local simultaneity)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

18. Exploring
Service Types

19. Service as a
core product
vs
Service as an
additional offering

20. SERVICE AS CORE PRODUCT
Kochhaus

21. Kochhaus
SERVICE AS CORE PRODUCT
The service (from a user’s perspective):
I can conveniently prepare a meal
(ingredients & recipe are provided)
Does it generate direct revenue?
Yes

22. SERVICE AS ADDITIONAL OFFERING
Ostrad

23. Ostrad
SERVICE AS ADDITIONAL OFFERING
The service (from a user’s perspective):
I can leave my bike without hassle.
Does it generate direct revenue?
No.
Does it improve the perception of the brand
or the core product?
Yes.

24. SERVICE AS CORE PRODUCT
Fleurop

25. Fleurop
SERVICE AS CORE PRODUCT
The service (from a user’s perspective):
I can send flowers to anyone, anywhere.
(flowers & delivery on time)
Does it generate direct revenue?
Yes.

26. SERVICE AS ADDITIONAL OFFERING
IKEA Småland

27. IKEA Småland
SERVICE AS ADDITIONAL OFFERING
The service (from a user’s perspective):
I get free childcare while shopping at IKEA.
Does it generate direct revenue?
No.
Does it improve the perception of the brand
or the core product?
Yes.

28. Let’s get
started

29. Our goal
To spot outstanding service experiences
and build a digital interactive map
Our approach
To create an open platform to showcase them /
to map them, to let everyone study & analyse them
But ...
We need to find them first

30. Task 1
Collect service types

31. Persona-driven memory
Think about great service experiences that you know of.
Use the persona as inspiration & memory trigger.
Which services (that already exist) would they use?

32. Through the eyes of …
recently successful student in single father, European
retired man, travelling love, age of 24 age of 37 traveller
age of 67 sales woman, in Hong Kong,
age of 42 age of 31

33. Work sheet Mapping outstanding service experiences
For recently retired man, age of 67
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Morning
Noon
Evening
Night

34. Task 2
Describe services

35. Work sheet Mapping outstanding service experiences
TARGET
For CUSTOMER
CUSTOMER
who NEED
SERVICE MARKET
NAME is a CATEGORY
LOCATION
in (STREET)
ONE KEY
that . BENEFIT
COMPE-
Unlike TITION
UNIQUE
the service DIFFEREN-
TIATOR
.
What type of service is it?
SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT
How does it look?

36. SERVICE AS CORE PRODUCT
Kochhaus

37. Mapping outstanding service experiences
For a foodie & chef at home TARGET
CUSTOMER
who has way too little time
CUSTOMER
NEED
SERVICE
NAME Kochhaus is a supermarket MARKET
CATEGORY
in Eberswalder Str. & Hauptstraße
LOCATION
(STREET)
that offers pre-compiled recipes
ONE KEY
. BENEFIT
Unlike Kaisers, Perfetto or Proviant
COMPE-
TITION
the service offers all ingredients
UNIQUE
DIFFEREN-
TIATOR
in 1 single shop w/o need running thru the city .
What type of service is it?
SERVICE AS ADDITIONAL OFFERING × SERVICE AS CORE PRODUCT

38. SERVICE AS ADDITIONAL OFFERING
Ostrad

39. Mapping outstanding service experiences
For urban shoppers
TARGET
CUSTOMER
who ride the city by bike
CUSTOMER
NEED
SERVICE
NAME Ostrad is a bike store
MARKET
CATEGORY
in Prenzlauer Berg & around Winsstr. LOCATION
(STREET)
that has bike racks all over the kiez .
ONE KEY
BENEFIT
Unlike other bike stores
COMPE-
TITION
the service of Ostrad assists me
UNIQUE
DIFFEREN-
TIATOR
beyond their own store & at other stores .
What type of service is it?
× SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT

40. Task 3
Help others find your
favorite service

41. Locate your services
physical digital
local international local everywhere
Icons: Olivier Guin, Ugur Akdemir, Proletkult Graphik / The Noun Project

42. Take-away

43. Mapping outstanding service experiences
TARGET
For CUSTOMER
CUSTOMER
who NEED
SERVICE MARKET
NAME is a CATEGORY
LOCATION
in (STREET)
ONE KEY
that . BENEFIT
COMPE-
Unlike TITION
UNIQUE
the service DIFFEREN-
TIATOR
.
What type of service is it?
SERVICE AS ADDITIONAL OFFERING SERVICE AS CORE PRODUCT

44. Is there a
user benefit? NO Start
again
YES
Does it generate
direct revenue?
YES NO
Does it improve the
perception of the brand
or the core product?
YES NO
Service as a Service as an
core product additional offering

45. Rate services
High user value
Free Revenue
Low user value

46. What’s
next?
Icon: Dmitry Baranovskiy / The Noun Project

47. www.ServiceMap.info

48. Let’s push
this further!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
servicemap.info
@ServiceMap