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Birgit Mager - Journey map into the future

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Journey map into the future of service design

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Birgit Mager - Journey map into the future

  1. 1. A  Journey  Map  Into  the  Future   Birgit  Mager   Professor  for  Service  Design,  KISD   SDN  President
  2. 2. „It is not the tram that makes transportation a successful experience. It is the schedule.“ Lucius Burckhardt. Design is invisible. INDEED
  3. 3. FIRST PROJECTS FIRST EXHIBITIONS EXPERIMENTATION 1995 FIRST PUBLICATION
  4. 4. SERVICE DESIGN DEFINITION 2003
  5. 5. SERVICE DESIGN DEFINITION SERVICE DESIGN WORLDVIEW SERVICE DESIGN PROCESS SERVICE DESIGN METHODS AND TOOLS FORMALISATION
  6. 6. SERVICE DESIGN DEFINITION Service Design creates services that are useful, usable and desirable from the customer perspective and efficient, effective and different from a provider perspective. 2004
  7. 7. Interdisciplinary Teams Frame - Reframe Zoom in -Zoom out Processes and Relationships Deep Dive Co-create Visualizations & Prototypes Iterations SERVICE DESIGN WORLDVIEW
  8. 8. THE GUARDIAN 2009
  9. 9. SERVICE DESIGN DEFINITION Service Design choreographs processes, technologies and interactions within complex systems in order to co-create value for relevant stakeholders. 2010
  10. 10. „An independent evaluation of the service industries 2011 showed that every £1 invested in a design project returned over £25 within a two- year period. Typical benefits for participating firms have been accelerated business growth, increased market share and successful new product, service and brand.“ Design for Innovation. DC 1£ FOR 25£ 2012
  11. 11. 12 2013
  12. 12. LUFTHANSA 2014
  13. 13. LUFTHANSA 2001
  14. 14. STORYBOARDS
  15. 15. MOCK UPS & PROTOTYPES
  16. 16. LUFTHANSA 2014
  17. 17. LUFTHANSA
  18. 18. DEMAND FOR SERVICE DESIGN AGENCIES FROM FRONT STAGE TO BACK STAGE MEASURES OF IMPACT SERVICE DESIGN EXPANSION BUSINESS PERSPECTIVE
  19. 19. THE SERVICE DESIGN EVOLUTION PLAYFUL FRAMING USER FOCUS METHODS EXTERNAL SUPPORT CONCEPTS STRATEGIC FOCUS SYSTEM VIEW MINDSET INTERNAL CAPACITY IMPLEMENTATION
  20. 20. WHAT´S NEXT In-House Service Design
  21. 21. Vargo/Lusch TT INNOVATION LABS Birgit  Mager  &  Laura  Longerich
  22. 22. Vargo/Lusch
  23. 23. 26 ORGANIZATIONAL CHANGE PRODUCT AND SERVICE INNOVATION mission of lab typology company orientation Finance Telecommunication Technology Energy Health Transportation expand enrich transform evolve MARKET INNOVATION CUSTOMER EXPERIENCE
  24. 24. the evolution map implementing an innovation lab within an organization showcase rooms, company training center measurement of success, training program project-related collaboration with internal employees, top-manager hired constant budget, consulting distributed innovation teams department related projects facilites represent new way of working constant budget, no consulting need for change: talks, literature, case studies, new method impulse 1 impulse 2 impulse 3 initiator legitimizationinthecompany bottom-up initiative top-down initiation DIMENSIONS People Practices Places Budget Attitude experimental realisation organisation & structuring spreading & measuring growth & professionalizing strategic transformation innovative culture 1 inception 2 experimentationawareness 4 innovation diffusion 3 integration market sensing skepticism curiosity experimentation obligation new normal overcomeconstraints no room time as budget pilot project ad hoc team rooms and spaces as playground work on projects, evolve methods shaping the team, external support seed money, consulting
  25. 25. SERVICE DESIGN DEFINITIONIn-House Service Design WHAT´S NEXT In depth knowledge in specific sectors
  26. 26. 29
  27. 27. 30
  28. 28. 31
  29. 29. SERVICE DESIGN DEFINITIONIn-House Service Design WHAT´S NEXT In depth knowledge in specific sectors Differentiated capabilities within Service Design
  30. 30. SERVICE DESIGN LEVELS INTERFACE LEVEL SYSTEM LEVEL STRATEGIC LEVEL front stage back stage strategy
  31. 31. 34
  32. 32. SERVICE DESIGN DEFINITIONIn-House Service Design WHAT´S NEXT In depth knowledge in specific sectors Differentiated capabilities within Service Design Agency market transparency
  33. 33. SERVICE DESIGN DEFINITIONIn-House Service Design WHAT´S NEXT In depth knowledge in specific sectors Differentiated capabilities within Service Design Agency market evolution Impact measures - based on implementation ;-)

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