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02 Service Design – An In-Depth Primer 2014

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02 Service Design – An In-Depth Primer 2014

  1. 1. Service Design – An In-Depth Primer 2014 www.florianvollmer.com @florianvollmer
  2. 2. Intro © Florian Vollmer, 2014 – www.florianvollmer.com
  3. 3. Nothing is Stable. © Florian Vollmer, 2014 – www.florianvollmer.com
  4. 4. Design Commoditization. © Florian Vollmer, 2014 – www.florianvollmer.com
  5. 5. Open-Source Design. © Florian Vollmer, 2014 – www.florianvollmer.com
  6. 6. Threats to Traditional Value Generation. © Florian Vollmer, 2014 – www.florianvollmer.com
  7. 7. What is Design? © Florian Vollmer, 2014 – www.florianvollmer.com
  8. 8. Eames?
  9. 9. Droog?
  10. 10. Skeuomorphisms? Clean Lines?
  11. 11. Starck?
  12. 12. Tizio?
  13. 13. iDrive?
  14. 14. design is to design the design of a design (John Heskett) © Florian Vollmer, 2014 – www.florianvollmer.com
  15. 15. Value? © Florian Vollmer, 2014 – www.florianvollmer.com
  16. 16. outcome - effort = value © Florian Vollmer, 2014 – www.florianvollmer.com
  17. 17. standard business currency: value add © Florian Vollmer, 2014 – www.florianvollmer.com
  18. 18. What is Service? © Florian Vollmer, 2014 – www.florianvollmer.com
  19. 19. B2B
  20. 20. B2C
  21. 21. B2E
  22. 22. B2P
  23. 23. History of services shaping our environment
  24. 24. Layers: Transportation < Entertainment ...
  25. 25. Layers: Sleep, F&B, Social ...
  26. 26. Service Adds Value © Florian Vollmer, 2014 – www.florianvollmer.com
  27. 27. Convenience.
  28. 28. Enjoyment.
  29. 29. Luxury.
  30. 30. Service Adds Value.
  31. 31. Service Product Brand © Florian Vollmer, 2014 – www.florianvollmer.com
  32. 32. Service Is Value.
  33. 33. Why Service Design? © Florian Vollmer, 2014 – www.florianvollmer.com
  34. 34. 80% 20%
  35. 35. Managers Planners © Florian Vollmer, 2014 – www.florianvollmer.com
  36. 36. Managing & Planning for Complexity © Florian Vollmer, 2014 – www.florianvollmer.com
  37. 37. Relationships. © Florian Vollmer, 2014 – www.florianvollmer.com
  38. 38. Service Design Customer Experience Management Customer Experience Design © Florian Vollmer, 2014 – www.florianvollmer.com
  39. 39. Service Design Service Management Service Design © Florian Vollmer, 2014 – www.florianvollmer.com
  40. 40. Service Design Service Marketing © Florian Vollmer, 2014 – www.florianvollmer.com
  41. 41. Service Design Industrial Design © Florian Vollmer, 2014 – www.florianvollmer.com
  42. 42. Service Design HCI © Florian Vollmer, 2014 – www.florianvollmer.com
  43. 43. Service Design “Design Thinking” © Florian Vollmer, 2014 – www.florianvollmer.com
  44. 44. Characteristics. © Florian Vollmer, 2014 – www.florianvollmer.com
  45. 45. Systems-Oriented. © Florian Vollmer, 2014 – www.florianvollmer.com
  46. 46. Taming Complexity. © Florian Vollmer, 2014 – www.florianvollmer.com
  47. 47. Multiple Stakeholders. © Florian Vollmer, 2014 – www.florianvollmer.com
  48. 48. Depending on Facilitation. © Florian Vollmer, 2014 – www.florianvollmer.com
  49. 49. Requires a Multi-Facetted Designer. © Florian Vollmer, 2014 – www.florianvollmer.com
  50. 50. Understanding of Business Processes. © Florian Vollmer, 2014 – www.florianvollmer.com
  51. 51. Is Acting from Empathy and User Insights. © Florian Vollmer, 2014 – www.florianvollmer.com
  52. 52. Relying on Ethnographic Practices. © Florian Vollmer, 2014 – www.florianvollmer.com
  53. 53. Delivered by: Humans © Florian Vollmer, 2014 – www.florianvollmer.com
  54. 54. Delivered by: Interfaces © Florian Vollmer, 2014 – www.florianvollmer.com
  55. 55. Moving from OR to AND, AND, AND © Florian Vollmer, 2014 – www.florianvollmer.com
  56. 56. Moving from OR to AND, AND, AND © Florian Vollmer, 2014 – www.florianvollmer.com
  57. 57. Service Activation = Organizational Activation © Florian Vollmer, 2014 – www.florianvollmer.com
  58. 58. Service Activation = Organizational Activation. Create Believe. Create Ownership. Prepare. Enable Memory. © Florian Vollmer, 2014 – www.florianvollmer.com
  59. 59. Principles. © Florian Vollmer, 2014 – www.florianvollmer.com
  60. 60. Focus on the Human. © Florian Vollmer, 2014 – www.florianvollmer.com
  61. 61. Co-Create. © Florian Vollmer, 2014 – www.florianvollmer.com
  62. 62. Sequencing. © Florian Vollmer, 2014 – www.florianvollmer.com
  63. 63. Evidencing. © Florian Vollmer, 2014 – www.florianvollmer.com
  64. 64. Holistic & System-Integrated. © Florian Vollmer, 2014 – www.florianvollmer.com
  65. 65. Holistic & System-Integrated.
  66. 66. Taxonomy. © Florian Vollmer, 2014 – www.florianvollmer.com
  67. 67. Clients Business Model Canvas Customer Lifecycle Maps Stakeholder Maps The Five Whys (*) Expectation Maps Storyboards Co-Creation Design Scenarios Research Creativity in the Life Planning Execution A Day What if… (*) Service Blueprints Service Prototypes Service Safaris Storytelling Agile Development Customer Journey Desktop Walkthrough Personas Service Staging Maps Contextual Interviews Shadowing Mobile Ethnography Internal © Florian Vollmer, 2012 – www.florianvollmer.com
  68. 68. Meaning. © Florian Vollmer, 2014 – www.florianvollmer.com
  69. 69. Codifying the Meaning of Services. © Florian Vollmer, 2014 – www.florianvollmer.com
  70. 70. Analyze Design Communicate Refine Service Designer Service Designer { Visibility Organization { } Meaningful Service Experience Fulfillment Customer The Why Passion & Sense of Ownership Front Stage Actor } Analyze Service Designer © Florian Vollmer, 2014 – www.florianvollmer.com
  71. 71. Problem Solution Design © Florian Vollmer, 2014 – www.florianvollmer.com
  72. 72. Waterfall Agile © Florian Vollmer, 2014 – www.florianvollmer.com
  73. 73. Prototype Beta Measure Beta Measure 1.0 © Florian Vollmer, 2014 – www.florianvollmer.com
  74. 74. Service Design – An In-Depth Primer 2014 www.florianvollmer.com @florianvollmer

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