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D E L I V E R I N G C U S T O M E R E X P E R I E N C E V A L U E / V E R Y D A Y . C O M
Welcome to 
Veryday Academy™ 
| 06 October 2014 | Service Design Conference 201 2 4 | Masterclass | Stockholm | @byveryday...
Creating Value 
with Service 
Design 
| 06 October 2014 | Service Design Conference 201 3 4 | Masterclass | Stockholm | @b...
Creating value originates in taking all perspectives 
(meaning the internal stakeholders, the brand, the 
organization and...
New Paradigm of 
Value Creation 
| 06 October 2014 | Veryday Academy | Servic 5 e Design Conference 2014 | Stockholm | @by...
80% of companies believe they 
deliver outstanding value and 
a superior customer experience. 
8% of their customers agree...
7 
Significant paradigm shiſt 
From the industrial socie﬚ To the networked socie﬚ 
| 06 October 2014 | Veryday Academy | Se...
Age of 
Manufacturing 
Age of 
Distribution 
1900–1960 1960–1990 1990–2010 2010–? 
1 | Client Name & Context (Change in "I...
Significant paradigm shiſt 
From Industry led development To Customer led development 
| 06 October 2014 | Veryday Academy ...
GDP - composition, by sector of origin: 
agriculture: 0.7% 
industry: 21% 
services: 78.3% (2012 est.) 1% 21% 
Gross 
Dome...
Growing share of the economy 
09 August 2014 | Service Experience Summit | Shanghai | @st_moritz 
1.2% 
e.g. JAPAN 
CIA Wo...
| 06 October 2014 | Veryday Academy | Servic 12 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 
...
Value for the organisation 
Product 
Value for customers 
Commodi﬚ 
Service 
Experience 
Added value 
win-win through 
co-...
DELIVERING VALUE 
OPTIMIZE RE-IMAGINE 
Reduce cost with improved 
customer experience 
New or be﬙er services 
for todays c...
Gap in quali﬚ 
and productivi﬚ 
Services are far behind products when it 
comes to productivi﬚, failure and quali﬚. 
Produ...
The only people that see 
the bigger picture of any 
organization or brand are 
the customers. 
| 06 October 2014 | Veryda...
What is needed is 
a new approach to 
create value. 
| 06 October 2014 | Veryday Academy | Servic 17 e Design Conference 2...
Please write down 
one key challenge 
you are facing. 
| 06 October 2014 | Veryday Academy | Servic 18 e Design Conference...
| 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 
19 
...
| 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 
20 
...
Everything is more connected and complex than ever. 
New customer expectations arise and cross boundaries. 
| 06 October 2...
Digital Mobile 
Social 
Big data 
The eye of the storm 
1. Everything is more connected and complex than ever 
2. New expe...
Your First Point of Differentiation 
The customer 
| 06 October 2014 | Veryday Academy | Servic 23 e Design Conference 201...
People perspective (Employees, clients, customers, users) 
Why can´t they remember 
what I like from time to time? 
Why is...
CRM 
Governance 
Regulations 
Click to edit Master title s﬚le 
Supply Chain 
Database 
Loyal﬚ 
Program 
Portfolio 
Managem...
Building and scaling culture [in organizations] 
is the secret to innovation. 
| 06 October 2014 | Veryday Academy | Servi...
Click to edit Master title s﬚le 
Bridging the gap 
Process Operating 
Model Technology Leadership 
& Culture Employees 
Le...
Your Second Point of Differentiation 
Company 
Organization 
| 06 October 2014 | Veryday Academy | Servic 28 e Design Conf...
Your Third Point of Differentiation 
Systemic Solutions 
| 06 October 2014 | Veryday Academy | Servic 29 e Design Conferen...
A service ecology a is process we use to 
establish a systemic view of the service and 
context we will operate in. We map...
Click to edit Master title s﬚le 
60 
31 | 06 October 201 31 4 | Veryday Academy | Service Design Conference 2014 | Stockho...
Inspiring 
examples 
| 06 October 2014 | Veryday Academy | Servic 32 e Design Conference 2014 | Stockholm | @byveryday @ma...
Searching 
for a flight to 
go to…this 
conference for 
instance. 
| 06 October 2014 | Veryday Academy | Servic 33 e Desig...
The Kayak service on the other hand 
offers a vastly be﬙er experience. 
You can choose very simply what 
your parameters a...
Walking in the 
customers shoes 
When you have to 
storyboard something, 
the more realistic it is, 
the more decisions 
y...
Great experience can reduce costs 
Progressive Insurance ‘Immediate Roadside Assistance’ 
creates a fantastic care and sup...
|| 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 
37 ...
SERVICE DESIGN 
01. Curiosi﬚ what people need and want 
02. Imagine and dream up a be﬙er future 
03. Find ways to do somet...
SERVICE DESIGN 
01. You have to be there 
02. It happens over time 
03. You don’t own it but use it 
| 06 October 2014 | V...
SERVICE DESIGN 
01. Human Empathy 
02. Holistic Thinking 
03. Experience Proto﬚ping 
| 06 October 2014 | Veryday Academy |...
What is the difference? 
Click to edit Master title s﬚le 
I N D U ST R I A L S E R V I C E 
Produced Performed 
Material I...
Learn 
Bring to Life 
Engage 
Sense Making 
Explore 
Scale & Sustain 
Fabric™ 
Collaborative, modular, interconnected 
and...
Learn 
Capturing knowledge about 
customers, stakeholders, 
trends and markets. 
Scale & sustain 
Make it happen, support ...
Learn Key Methods: 
Learn 
Capturing knowledge about customers, 
stakeholders, trends and markets. 
Stakeholder Mapping 
C...
*Theory by Daniel Kahneman 
Experience Continuum 
Before Experience/Occasion After 
Anticipated Self 
Decisions based on a...
| 06 October 2014 | Veryday Academy | Servic 46 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
Every service has a bill. Every service has an 
interface. But the way you transition in between 
those things is where th...
Bring to life Key Methods: 
Bring to life 
Enable understanding through visualizations, 
role-play and tangible artifacts....
Engage Key Methods: 
Engage 
Foster essential participation and buy-in 
from customers and stakeholders. 
Invite, Involve,...
Sense making Key Methods: 
Sense making 
Map out and set a direction in context of 
the entire service ecosystem. 
Mapping...
Explore Key Methods: 
Explore 
Proto﬚pe, test and co-create options, 
ideas and solutions together. 
. 
Experiment 
Proto﬚...
Scale & sustain Key Methods: 
Scale & sustain 
Make it happen, support implementation and 
measure outcomes. 
Enabling Sta...
Measure? 
| 06 October 2014 | Veryday Academy | Servic 53 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @g...
Not everything that can be counted 
counts, and not everything that counts 
can be counted. 
| 06 October 2014 | Veryday A...
Behavioral metrics 
Eg Sharing frequency, שּׂme spent 
Business metrics 
Increase revenue, Market share 
What people 
pay ...
1. Business Context 2. Success Definition 3. Measures Selection 
What impact are we hoping 
to achieve overall? 
What does...
The Challenges 
The pursuit of implementing the service design 
approach successfully in the organization requires 
the ri...
KEY CHALLENGES 
01. Collaboration across departments 
02. Ge﬙ing out of old ways of working and thinking 
03. Uncertain﬚ o...
6 Practical שּׂps 
Creating mutual value by providing great customer 
experiences requires focus, passion and teamwork. 
H...
Leading to great experiences 
1. Empathy – Spend time with customers to get a feeling for their latent needs 
Click to edi...
Leading to great experiences 
1. Empathy – Spend time with customers to get a feeling for their latent needs 
2. Envision ...
Leading to great experiences 
1. Empathy – Spend time with customers to get a feeling for their latent needs 
2. Envision ...
Leading to great experiences 
1. Empathy – Spend time with customers to get a feeling for their latent needs 
2. Envision ...
Leading to great experiences 
1. Empathy – Spend time with customers to get a feeling for their latent needs 
2. Envision ...
Leading to great experiences 
1. Empathy – Spend time with customers to get a feeling for their latent needs 
2. Envision ...
Thank you! 
Twi﬙er @byveryday @madlenelin @gbrlsthlm 
| 06 October 2014 | Veryday Academy | Servic 66 e Design Conference ...
Veryday academy masterclass service design oct 6 2014
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Veryday academy masterclass service design oct 6 2014

This is Veryday’s take on creating value with service design as it was shared at a masterclass in connection with the Service Design Conference in Stockholm, October 2014.

Creating value originates in taking all perspectives (meaning the internal stakeholders, the brand, the organization and the end customer etc) into account, putting the end customer in focus. By being empathic to people, going from detailed to holistic thinking and prototyping the visions and ideas, we can create valuable and meaningful services.

At Veryday we have developed Fabric as our collaborative, modular, interconnected and iterative way of working to systematically design for experiences.

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Veryday academy masterclass service design oct 6 2014

  1. 1. D E L I V E R I N G C U S T O M E R E X P E R I E N C E V A L U E / V E R Y D A Y . C O M
  2. 2. Welcome to Veryday Academy™ | 06 October 2014 | Service Design Conference 201 2 4 | Masterclass | Stockholm | @byveryday @madlenelin @gbrlsthlm
  3. 3. Creating Value with Service Design | 06 October 2014 | Service Design Conference 201 3 4 | Masterclass | Stockholm | @byveryday @madlenelin @gbrlsthlm
  4. 4. Creating value originates in taking all perspectives (meaning the internal stakeholders, the brand, the organization and the end customer) into account , pu﬙ing the end customer in focus. By being empathic to people, going from detailed to holistic thinking and proto﬚ping the visions and ideas, we can create valuable and meaningful services. | 06 October 2014 | Service Design Conference 201 4 4 | Masterclass | Stockholm | @byveryday @madlenelin @gbrlsthlm
  5. 5. New Paradigm of Value Creation | 06 October 2014 | Veryday Academy | Servic 5 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  6. 6. 80% of companies believe they deliver outstanding value and a superior customer experience. 8% of their customers agree. Source: Bain & Company | 06 October 2014 | Veryday Academy | Servic 6 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  7. 7. 7 Significant paradigm shiſt From the industrial socie﬚ To the networked socie﬚ | 06 October 2014 | Veryday Academy | Servic 7 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  8. 8. Age of Manufacturing Age of Distribution 1900–1960 1960–1990 1990–2010 2010–? 1 | Client Name & Context (Change in "Insert/Head & Footer") | 2008-04-28 Age of Information Age of The Customer Forrester Outside In: The Power of Pu﬙ing Customers at the Center of Your Business Mass manufacturing boosts industrial powerhouses. Global connections make distribution key. Connected PCs benefit those who control information. Empowered buyers demand a customer focus. Ford, RCA, GE, Boeing, P&G, Sony Walmart, Toyota, UPS, CSX Microsoſt, Google, Dell, Capital One Southwest Airlines, Amazon, USAA, ... Source of dominance and differentiation | 06 October 2014 | Veryday Academy | Servic 8 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  9. 9. Significant paradigm shiſt From Industry led development To Customer led development | 06 October 2014 | Veryday Academy | Servic 9 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  10. 10. GDP - composition, by sector of origin: agriculture: 0.7% industry: 21% services: 78.3% (2012 est.) 1% 21% Gross Domestic Product h﬙ps://www.cia.gov/ 78% Agriculture Industry Services | 06 October 2014 | Veryday Academy | Servic 10 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  11. 11. Growing share of the economy 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz 1.2% e.g. JAPAN CIA World Factbook 10.0% AGGRICULTURE 43.9% INDUSTRY 46.1% CHINA 71.4% 27.5% SERVICES | 06 October 2014 | Veryday Academy | Servic 11 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  12. 12. | 06 October 2014 | Veryday Academy | Servic 12 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm + Customer Centrici﬚ + Customer Focus = Competitive advantage = Loyal satisfied customers = Higher profit margins
  13. 13. Value for the organisation Product Value for customers Commodi﬚ Service Experience Added value win-win through co-design. | 06 October 2014 | Veryday Academy | Servic 13 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  14. 14. DELIVERING VALUE OPTIMIZE RE-IMAGINE Reduce cost with improved customer experience New or be﬙er services for todays customers New customers through improving todays service Click to edit Master title s﬚le Reduce churn and increase life-time value Innovation of new business models and offerings Reduce risk, time to market and cost EXPAND 14 | 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  15. 15. Gap in quali﬚ and productivi﬚ Services are far behind products when it comes to productivi﬚, failure and quali﬚. Productivi﬚ Products Services Quali﬚ Products Services 60% of new service introductions fail 6% 41% of product companies see design as integral of service companies see any role for design | 06 October 2014 | Veryday Academy | Servic 15 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  16. 16. The only people that see the bigger picture of any organization or brand are the customers. | 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 16
  17. 17. What is needed is a new approach to create value. | 06 October 2014 | Veryday Academy | Servic 17 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  18. 18. Please write down one key challenge you are facing. | 06 October 2014 | Veryday Academy | Servic 18 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  19. 19. | 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 19 Some common Challenges Stay engaged and relevant over time with the end customer Get all internal stakeholders to understand the value of Service Design Know how to identi﬌ unmet needs Get “unstuck” - get out of “business as usual” and try something different Sort out the data that is relevant to act on Scaling Know what ba﬙les to pick, you can’t be best at everything 01. 02. 03. 04. 05. 06. 07.
  20. 20. | 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 20 The Opportuni﬚ Customer Experience is the next frontier for differentiation, value creation and growth.
  21. 21. Everything is more connected and complex than ever. New customer expectations arise and cross boundaries. | 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 21
  22. 22. Digital Mobile Social Big data The eye of the storm 1. Everything is more connected and complex than ever 2. New expectations across boundaries 3. Easy to loose focus through distraction and disruption An accelerating storm of change | 06 October 2014 | Veryday Academy | Servic 22 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm Wearables Internet of everything
  23. 23. Your First Point of Differentiation The customer | 06 October 2014 | Veryday Academy | Servic 23 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  24. 24. People perspective (Employees, clients, customers, users) Why can´t they remember what I like from time to time? Why is it always so difficult to find my way to what I want! It would be great if I could know more about this before I decide to buy it! I want to know that they have the products I want in store. | 06 October 2014 | Veryday Academy | Servic 24 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  25. 25. CRM Governance Regulations Click to edit Master title s﬚le Supply Chain Database Loyal﬚ Program Portfolio Management Diversi﬚ Forecasting LEAN Investment Planning Business Process Optimization Channels SOX Integrated Marketing Solution Rightshoring Core Competency Alignment Streamline 6Sigma The corporate world is a different world | 06 October 2014 | Veryday Academy | Servic 25 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  26. 26. Building and scaling culture [in organizations] is the secret to innovation. | 06 October 2014 | Veryday Academy | Servic 26 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm Jeff Gothelf “
  27. 27. Click to edit Master title s﬚le Bridging the gap Process Operating Model Technology Leadership & Culture Employees Legislation CSR Strategy Customer Experience Journey Business Operations || 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 27
  28. 28. Your Second Point of Differentiation Company Organization | 06 October 2014 | Veryday Academy | Servic 28 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  29. 29. Your Third Point of Differentiation Systemic Solutions | 06 October 2014 | Veryday Academy | Servic 29 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  30. 30. A service ecology a is process we use to establish a systemic view of the service and context we will operate in. We map service ecologies in order to map actors affected by a service and the relationships between them. | 06 October 2014 | Veryday Academy | Servic 30 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm Source: Live I Work “
  31. 31. Click to edit Master title s﬚le 60 31 | 06 October 201 31 4 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  32. 32. Inspiring examples | 06 October 2014 | Veryday Academy | Servic 32 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  33. 33. Searching for a flight to go to…this conference for instance. | 06 October 2014 | Veryday Academy | Servic 33 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm Old fashioned look and feel Booking flow is very limited Traditional A to B approach
  34. 34. The Kayak service on the other hand offers a vastly be﬙er experience. You can choose very simply what your parameters are and get the best options at the best price.
  35. 35. Walking in the customers shoes When you have to storyboard something, the more realistic it is, the more decisions you have to make. Brian Chesky “ To shape the future of Airbnb, CEO Brian Chesky used storyboards to map existing and future customer journeys. | 06 October 2014 | Veryday Academy | Servic 35 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  36. 36. Great experience can reduce costs Progressive Insurance ‘Immediate Roadside Assistance’ creates a fantastic care and support experience as well as brand awareness. It also reduces possibilities for fraud and legal issues, both significant costs that can be drastically reduced which goes beyond funding the great experience. | 06 October 2014 | Veryday Academy | Servic 36 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm Flickr 4834842581_ec9a451a0c_o
  37. 37. || 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm 37 Service Design Methodology to help improve or innovate service experiences that result in more satisfied customers and more profitable enterprises. Service Design – Practical access to an evolving field, 2005
  38. 38. SERVICE DESIGN 01. Curiosi﬚ what people need and want 02. Imagine and dream up a be﬙er future 03. Find ways to do something about it | 06 October 2014 | Veryday Academy | Servic 38 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  39. 39. SERVICE DESIGN 01. You have to be there 02. It happens over time 03. You don’t own it but use it | 06 October 2014 | Veryday Academy | Servic 39 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  40. 40. SERVICE DESIGN 01. Human Empathy 02. Holistic Thinking 03. Experience Proto﬚ping | 06 October 2014 | Veryday Academy | Servic 40 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  41. 41. What is the difference? Click to edit Master title s﬚le I N D U ST R I A L S E R V I C E Produced Performed Material Immaterial Tangible Intangible No involvement Client participation Ownership Experience M E T H O D O LOGY Journey System design For All Senses Co-creation Service blueprint | 06 October 2014 | Veryday Academy | Servic 41 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  42. 42. Learn Bring to Life Engage Sense Making Explore Scale & Sustain Fabric™ Collaborative, modular, interconnected and iterative way of working to systematically design for experiences. | 06 October 2014 | Veryday Academy | Servic 42 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  43. 43. Learn Capturing knowledge about customers, stakeholders, trends and markets. Scale & sustain Make it happen, support implementation and measure outcomes. Sense making Map out and set a direction in context of the entire service ecosystem. Engage Foster essential participation and buy-in from customers and stakeholders. Bring to life Enable understanding through visualizations, role-play and tangible artifacts. Explore Proto﬚pe, test and co-create options, ideas and solutions together. | 06 October 2014 | Veryday Academy | Servic 43 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  44. 44. Learn Key Methods: Learn Capturing knowledge about customers, stakeholders, trends and markets. Stakeholder Mapping Customer Journey Mapping Shadowing Contextual Interviews Trends & Market Research | 06 October 2014 | Veryday Academy | Servic 44 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  45. 45. *Theory by Daniel Kahneman Experience Continuum Before Experience/Occasion After Anticipated Self Decisions based on anticipated memories. Inspire, motivate, restrict Experiencing self Emotions in the present. Positive, negative, neutral Reflective Self (The Storyteller) What we take away from the experience. The stories we tell. Changes, significant moments, endings Better experience Worse experience Peak-End Rule* Reflected experience based almost entirely on highs and lows, and how it ended. | 06 October 2014 | Veryday Academy | Servic 45 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  46. 46. | 06 October 2014 | Veryday Academy | Servic 46 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  47. 47. Every service has a bill. Every service has an interface. But the way you transition in between those things is where the brand of the service can live; in-between experiences can be designed. | 06 October 2014 | Veryday Academy | Servic 47 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm Source: Live I Work “
  48. 48. Bring to life Key Methods: Bring to life Enable understanding through visualizations, role-play and tangible artifacts. Customer Story Videos Acting out Experiences Customer Journey Mapping Market & Trend Research Collaborative Analysis | 06 October 2014 | Veryday Academy | Servic 48 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  49. 49. Engage Key Methods: Engage Foster essential participation and buy-in from customers and stakeholders. Invite, Involve, Listen Ok to start small (in your silo) Top down and bo﬙om up Iterate and workshop Co-create | 06 October 2014 | Veryday Academy | Servic 49 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  50. 50. Sense making Key Methods: Sense making Map out and set a direction in context of the entire service ecosystem. Mapping Clustering Set targets Scenarios Ecosystems Business Case | 06 October 2014 | Veryday Academy | Servic 50 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  51. 51. Explore Key Methods: Explore Proto﬚pe, test and co-create options, ideas and solutions together. . Experiment Proto﬚pe Speed Dating Role Play Co-creation | 06 October 2014 | Veryday Academy | Servic 51 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  52. 52. Scale & sustain Key Methods: Scale & sustain Make it happen, support implementation and measure outcomes. Enabling Staff to Act Service Blueprints Training Pilots Measurements Researcher Designer Easy to use online tools, displaying continuous progress and results of the project. Experience Strategist Project Manager Senior Manager Experts Quick and hassle free communication between stakeholders needed. | 06 October 2014 | Veryday Academy | Servic 52 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  53. 53. Measure? | 06 October 2014 | Veryday Academy | Servic 53 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  54. 54. Not everything that can be counted counts, and not everything that counts can be counted. | 06 October 2014 | Veryday Academy | Servic 54 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm Albert Einstein “
  55. 55. Behavioral metrics Eg Sharing frequency, שּׂme spent Business metrics Increase revenue, Market share What people pay for What people do/use CX Click to edit Master title s﬚le What people say/think Subjective metrics NPS, SUS, Subjective satisfaction Experience Index Drive service development around robust & meaningful metrics 55 | 06 October 2014 | Veryday Academy | Service Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  56. 56. 1. Business Context 2. Success Definition 3. Measures Selection What impact are we hoping to achieve overall? What does success look like? Which KPIs are most relevant for us? | 06 October 2014 | Veryday Academy | Servic 56 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  57. 57. The Challenges The pursuit of implementing the service design approach successfully in the organization requires the right leadership and culture change – however outputs as well as outcomes are worth the effort. | 06 October 2014 | Veryday Academy | Servic 57 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  58. 58. KEY CHALLENGES 01. Collaboration across departments 02. Ge﬙ing out of old ways of working and thinking 03. Uncertain﬚ of specific outcomes | 06 October 2014 | Veryday Academy | Servic 58 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  59. 59. 6 Practical שּׂps Creating mutual value by providing great customer experiences requires focus, passion and teamwork. Here are six tips to help you lead the way forward. | 06 October 2014 | Veryday Academy | Servic 59 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  60. 60. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs Click to edit Master title s﬚le | 06 October 2014 | Veryday Academy | Servic 60 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  61. 61. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision Click to edit Master title s﬚le | 06 October 2014 | Veryday Academy | Servic 61 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  62. 62. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment Click to edit Master title s﬚le | 06 October 2014 | Veryday Academy | Servic 62 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  63. 63. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment 4. Empower – Support the organization to deliver and exceed expectations Click to edit Master title s﬚le | 06 October 2014 | Veryday Academy | Servic 63 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  64. 64. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment 4. Empower – Support the organization to deliver and exceed expectations 5. Experience – Build, share and leverage knowledge Click to edit Master title s﬚le | 06 October 2014 | Veryday Academy | Servic 64 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  65. 65. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment 4. Empower – Support the organization to deliver and exceed expectations 5. Experience – Build, share and leverage knowledge Click to edit Master title s﬚le 6. Evaluate – Measure what ma﬙ers and make the tough choices | 06 October 2014 | Veryday Academy | Servic 65 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm
  66. 66. Thank you! Twi﬙er @byveryday @madlenelin @gbrlsthlm | 06 October 2014 | Veryday Academy | Servic 66 e Design Conference 2014 | Stockholm | @byveryday @madlenelin @gbrlsthlm

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