27.4.2012 Be Inspired - Finpro Service industry client event materials.

1. Emerging
Opportunities
for Services

2. Hei.

3. IDEO helps businesses
innovate using design
thinking

4. We’re 550 people
in 12 locations

5. We work across
multiple industries

6. We are human-centred

7. We build to think
We build to think

8. We design with a
holistic approach
Desirability
Viability Feasibility

9. So, what is a service…

15. Our definition for today…
Engagement
Time

16. The service
industry is 70%
of our economy*
* Services as % GDP in 2010:
– Finland 68.1%
– EU 72.9%

17. Yet, people talk about
service design as if
it’s new

18. Decades on and the same things are still broken!

19. We are not rewarding our best customers

20. The bad news:
the competition is
every other service
experience

23. The good news:
there’s a huge
opportunity to be a
service super hero

25. We have 3 big themes
to share with you today:
123...

26. 1. Increased complexity
2. Shifting power
3. Data explosion

27. 1 Increased complexity

28. Everybody is offering
everything to add
more value

31. Brands are using more
channels than ever

33. Services are based
on the organisation’s
structure, not the
customer’s needs

35. So what does this
mean for your service?

36. 1 Have a clear purpose
In the service of what?

37. 2 Create a hero service
Not all interactions should be created equal

38. 3 Make channels complementary
Optimise each one against their unique strengths

39. So, how might you cut
through complexity?
1. Have a clear purpose
2. Create a hero service
3. Make channels complementary

40. 2 Shifting power

41. Consumers are
connected in more
ways than ever before

43. We’re seeing the
rise of the amateur
service provider

45. Services are
becoming more
collaborative

46. People want to take
more control of their
experience

49. People want to be
involved in shaping
the future of services

51. So what does this
mean for your service?

52. 1 Celebrate the amateur
Capitalise on trends towards collaborative consumption

53. 2 Create the theatre not the play
Let the customer take control, know when to get out of the way

54. 3 Experiment with your consumers
R&D versus transactions

55. So, how might you
embrace this shift
in power?
1. Celebrate the amateur
2. Create the theatre not the play
3. Experiment with your consumers

56. 3 Data explosion
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57. People leave a trail of
data whenever they
interact with services 1
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59. The technology
people carry around is
packed with sensors 1
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60. GPS Location
Accelerometer
Proximity Sensor
Ambient Light Sensor
Microphone

61. The data people
generate is a window
into their behaviour 1
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63. So, what does this
mean for your service?
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64. 1 Contextualise data
Help consumers understand and compare services

65. 2 Make it sticky
Use gaming behaviour to drive engagement

66. 3 Leave space for serendipity
Find opportunities for new services in data

67. So, how might you
design for the data
explosion?
1. Contextualise data
2. Make it sticky
3. Leave space for serendipity

68. What does this
mean for Finpro?

69. Design inspiration
1 0 10 1
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0 01
Increased Shifting Data
complexity power explosion
1. have a clear purpose 1. celebrate the amateur 1. contextualise data
2.create a hero service 2.create the theatre 2.make it sticky
not the play
3. optimise your 3. leave space
channels 3. experiment with for serendipity
your consumers

70. If there’s one thing you
should remember...

71. Put the customer at the
heart of what you do

72. Kiitos.