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Medlemsorganisationens muligheder ved digitalt servicedesign

Fra Groupcare konferencen "Den digitale medlemsorganisation"

Morten Gade, partner og head of digital hos Kontrapunkt og tidligere digital chef i FDB/COOP, vil på baggrund af sine mange år som rådgiver og digital chef fortælle om, hvordan man med digitalt servicedesign får organisationens forskellige touch points og processer til at hænge sammen, når man som medlemsorganisation har et langsigtet syn på sine kunder/medlemmer.

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Medlemsorganisationens muligheder ved digitalt servicedesign

  1. 1. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Medlemsorganisationens muligheder ved digitalt servicedesign Groupcare 6. oktober 2015
  2. 2. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Hej Jeg hedder Morten MORTEN GADE Partner, Kontrapunkt A/S mga@kontrapunkt.com 52 14 59 70 @mortengade www.mortengade.dk www.kontrapunkt.com
  3. 3. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 33 Kontrapunkt er det førende skandinaviske designbureau. Vi udvikler brands og designer 360° brandoplevelser gennem visuelle identiteter, kommunikation, services, produkter, adfærd og omgivelser.
  4. 4. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 4
  5. 5. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 5
  6. 6. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 6
  7. 7. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off 7 DIG Efter Osterwalder & Pigneur: Value Proposition Design Motivatorer Barrierer Brugerens opgaveDin service Gør det lettere Skaber incitament DIN BRUGER MORTEN GADE / KONTRAPUNKT 2015
  8. 8. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Et globalt marked betyder, at brugernes forventninger er øget dramatisk de seneste år. 8MORTEN GADE / KONTRAPUNKT 2015
  9. 9. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off KONTRAPUNKT© 2013 9
  10. 10. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off KONTRAPUNKT© 2013 10
  11. 11. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off KONTRAPUNKT© 2013 11
  12. 12. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off KONTRAPUNKT© 2013 12
  13. 13. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off KONTRAPUNKT© 2013 13
  14. 14. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off KONTRAPUNKT© 2013 14
  15. 15. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off KONTRAPUNKT© 2013 15
  16. 16. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off En service er et værktøj, der gør en opgave nemmere for din målgruppe. De bedste services skaber også større ændringer. 16MORTEN GADE / KONTRAPUNKT 2015
  17. 17. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off eTilbudsavis er en service, der gør det let for dig at finde den laveste pris på en kasse øl. eTilbudsavis er en af Danmarks mest populære digital services, installeret på over 1 million devices. MORTEN GADE / KONTRAPUNKT 2015
  18. 18. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MobilePay gør det let at give penge til andre. MobilePayændrer måden, vi sender penge til hinanden. Det ændrer måden vi bruger DBA, loppemarkeder, butikker og meget mere. MORTEN GADE / KONTRAPUNKT 2015
  19. 19. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Airbnb gør det let at bo til leje privat. Airbnb har ændret måden, vi bor på, når vi er ude at rejse. MORTEN GADE / KONTRAPUNKT 2015
  20. 20. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off I en organisation er en digital service en teknologiunderstøttet interaktion med et medlem. 20MORTEN GADE / KONTRAPUNKT 2015
  21. 21. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015
  22. 22. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Kontrapunkt © MORTEN GADE / KONTRAPUNKT 2015
  23. 23. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015
  24. 24. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015
  25. 25. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Hvad kendetegner den vellykkede service? 25MORTEN GADE / KONTRAPUNKT 2015 1) Opfylder et reelt & erkendt brugerbehov – bedre! 2) Realiserer organisationens ideelle mål 3) Gør gavn af accepteret teknologi 4) Er synkroniseret med organisationens arbejdsgange
  26. 26. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 26 Fragmenteret?
  27. 27. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 27 Formuler det løfte, der kan definere alt andet
  28. 28. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 28 (formålsparagraffen?)
  29. 29. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 29 Brandløfte Services Produkter Kommunikation Omgivelser Visuelt udtrykAdfærd
  30. 30. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 30 Image Selvbillede Ønsket image
  31. 31. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 31 Byg en sandkasse
  32. 32. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Frontstage & backstage 32MORTEN GADE / KONTRAPUNKT 2015
  33. 33. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Kontrapunkt © I frontstage interagerer brugeren direkte med serviceudbyderen Hvert kontaktpunkt kalder vi et touchpoint.
  34. 34. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 I backstage udfører serviceudbyderen de nødvendige opgaver for at støtte frontstage – dette er usynligt for brugeren.
  35. 35. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 35 ”Almindelige” kunder og medlemmer er utaknemmelige. De er ligeglade med backstage.
  36. 36. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 36 Men man kan levere bedre service eller spare ressourcer ved at bearbejde både frontstage og backstage
  37. 37. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Kontrapunkt © Brugerhandlinger Kontraktflader/ touchpoints Medarbejder- handlinger Backstage-personale Støtte-processer TID
  38. 38. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Kontrapunkt © Kunde bestiller burger Kunde venter Kunde beder om vand Kunde modtager ordre Menu Samtale Burger Tjener tager noter Tjener spørger til kunde Tjener leverer burger Tjener indtaster bestilling Kok modtager bestilling, laver burger Kov leverer burger til tjener Ordre- system Ingre- dienser Brugeroplevelse Kontraktflader/ touchpoints Medarbejder- handlinger Backstage-personale Støtte-processer TID EKSEMPEL
  39. 39. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Kontrapunkt © Kunde bestiller burger Kunde venter Kunde beder om vand Kunde modtager ordre Menu Samtale Burger Tjener tager noter – på iPad Tjener spørger til kunde Tjener leverer burger Kok modtager bestilling, laver mad Kov leverer burger til tjener Ordre- system, app, ingre- dienser Brugeroplevelse Kontraktflader/ touchpoints Medarbejder- handlinger Backstage-personale Støtte-processer TID EKSEMPEL / ITERATION
  40. 40. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 40 Som medlemsorganisation flyder frontstage og backstage sammen
  41. 41. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off 41 Valgt Medlem Frivillig
  42. 42. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Men det kan lade sig gøre! 42MORTEN GADE / KONTRAPUNKT 2015
  43. 43. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 43
  44. 44. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off MORTEN GADE / KONTRAPUNKT 2015 44
  45. 45. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off ”Det har jeg aldrig prøvet før, så det klarer jeg helt sikkert!” PIPPI 45MORTEN GADE / KONTRAPUNKT 2015
  46. 46. r T s w g d c T C MAXIMUM CONTENT WIDTH RECOMMENDED CONTENT Kontrapunkt PowerPoint Template / Release date: 2004-09-16 TIP / Use View > Guides (Apple-G) to toggle guides on/off Tak MORTEN GADE Partner, Kontrapunkt A/S mga@kontrapunkt.com 52 14 59 70 @mortengade www.mortengade.dk www.kontrapunkt.com

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