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. Interdisciplinary Teams
Frame - Reframe
Zoom in -Zoom out
Processes and Relationships
Deep Dive
Co-create
Visualizations & Prototypes
Iterations
SERVICE DESIGN WORLDVIEW
10. SERVICE DESIGN DEFINITION
Service Design choreographs processes,
technologies and interactions within complex
systems in order to co-create value for relevant
stakeholders.
2010
11. „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
21. DEMAND FOR SERVICE DESIGN AGENCIES
FROM FRONT STAGE TO BACK STAGE
MEASURES OF IMPACT
SERVICE DESIGN EXPANSION
BUSINESS PERSPECTIVE
22. THE SERVICE DESIGN EVOLUTION
PLAYFUL FRAMING
USER FOCUS
METHODS
EXTERNAL SUPPORT
CONCEPTS
STRATEGIC FOCUS
SYSTEM VIEW
MINDSET
INTERNAL CAPACITY
IMPLEMENTATION
27. 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
32. SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design
35. SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design
Agency market transparency
36. 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 ;-)