Service design & BE London 2016
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Presentation given at the Service Design in Business Conference, London, November 2016
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Service design & BE London 2016
- 1. Diciembre 2016 © Copyright Insitum 2016 Think Before you Do: Service Design and Behavioral Economics Luis Arnal #designthinking @insitum @luisarnal
- 2. WE HELP ORGANIZATIONS SOLVE COMPLEX, STRATEGIC, AMBIGUOUS PROBLEMS THROUGH PEOPLE-CENTERED APPROACHES MOST OF THESE PROBLEMS CAN BE SOLVED BY INNOVATING PRODUCTS, SERVICES, BRANDS, PROCESSES, EXPERIENCES. SUCH AS: DESIGN THINKING, LEAN PROCESSES, ETHNOGRAPHIC RESEARCH, USER EXPERIENCE DEFINITION, BEHAVIORAL SCIENCE, INNOVATION CONSULTING, ETC.
- 4. WE WORK WITH LEADING COMPANIES
- 5. Diciembre 2016 © Copyright Insitum 2016 A few years ago... CREDIT: FOLLYGRAPH, 38 WAYS TO MAKE A PERFECT COFFEE - 2ND EDITION
- 6. Diciembre 2016 © Copyright Insitum 2016 Today CREDIT: FOLLYGRAPH, 38 WAYS TO MAKE A PERFECT COFFEE (CROPPED IMAGE)
- 7. Diciembre 2016 © Copyright Insitum 2016 A few years ago...
- 8. Diciembre 2016 © Copyright Insitum 2016 Behavioral Economics Stoicism & other philosoph schools Positive Psychology Design Research Data Science Data Visualization Art Political Science Service Design + Organizational development Agile development
- 9. Diciembre 2016 © Copyright Insitum 2016 Behavioral Economics Behavioral economics explores why people sometimes make irrational decisions, and why and how their behavior does not follow the predictions of economic models. http://www.investopedia.com/terms/b/behavioraleconomics.asp#ixzz4IaP3ivr2
- 10. Diciembre 2016 © Copyright Insitum 2016
- 11. Diciembre 2016 © Copyright Insitum 2016 EAST FRAMEWORK The Behavioral Insights Team, UK.GOV & Nesta EASY TIMELY SOCIAL ATTRACTIVE
- 12. Diciembre 2016 © Copyright Insitum 2016 Economía Psicología “errare humanum est”
- 13. Diciembre 2016 © Copyright Insitum 2016 “nudging”
- 14. Diciembre 2016 © Copyright Insitum 2016 Research Assessment Ideation to explain observable behavior and consider it during analysis to evaluate current experiences / system with a BE point of view to inspire the divergent thinking phase or purposefully embed principles in the design 3 Ways to Use BE in Service Design
- 15. Diciembre 2016 © Copyright Insitum 2016 Door-to-door salespeople are not loyal and lack motivation to sell, resulting in high rotation and low productivity—this is the attitude by default. Research Assessment Ideation
- 16. Bandwagon Effect: People do and believe things just because others do or believe the same. Research Assessment Ideation
- 17. Diciembre 2016 © Copyright Insitum 2016 University A University B Research Assessment Ideation
- 18. Diciembre 2016 © Copyright Insitum 2016 Foto de estudiantes en universidad Sunk Cost Fallacy: The more you invest in something the harder it becomes to abandon it. Research Assessment Ideation
- 19. Diciembre 2016 © Copyright Insitum 2016 Long periods of unresponsiveness and lack of decision making allows the tumor to advance and metastasize, leading to a vicious cycle of problems. Research Assessment Ideation
- 20. Diciembre 2016 © Copyright Insitum 2016 Loss Aversion: Losses hurt more than gains feel good Attitude towards Chemotherapy: For women, losing hair or a breast makes them reluctant to therapy— even if such “losses” can save their life. This leads to more effort, stress, unhappiness or death. Research Assessment Ideation
- 21. Diciembre 2016 © Copyright Insitum 2016 How do we help people envision and accomplish health related goals? Research Assessment Ideation
- 22. Diciembre 2016 © Copyright Insitum 2016 Commitment Bias: Commitments are used as a tool to counteract people’s lack of willpower Bandwagon Effect: People do and believe things just because others do or believe the same Research Assessment Ideation
- 23. Diciembre 2016 © Copyright Insitum 2016 How can we help people evidence the effect of a high-speed internet connection at home when their hardware is not fast enough? Research Assessment Ideation
- 24. Diciembre 2016 © Copyright Insitum 2016 Decoupling: People do not always connect their actions and their consequences. Research Assessment Ideation
- 25. Diciembre 2016 © Copyright Insitum 2016 Wrapping up: If you look closely, you will find that most experiences are affected—positively or negatively—by a number of BE principles. Identifying these allows you to understand [behaviors, thoughts, decisions, needs], dissect [problems, systems, consequences] and design [define, prioritize, ideate] Service designers should be proficient in these principles if they want to use them purposefully to help people live better experiences and have business impact.
- 26. Diciembre 2016 © Copyright Insitum 2016 Behavioral Economics Stoicism & other philosoph schools Positive Psychology Design Research Data Science Data Visualization Art Political Science Service Design + Organizational development Agile development
- 27. Diciembre 2016 © Copyright Insitum 2016 Thank you! luisarnal@insitum.com @luisarnal
Editor's Notes
- 20 years ago in chicago you could only get three types of coffee.
- Now we have dozens of coffee varieties: grain types, preparations, origins, Methods, ingredients, cups, temperaturas, etc.
- 10 years ago we used SD to diagnose experiences, créate customer journey maps, identify problems / opportunities for improvement and develop Service blueprints around new ideas.
- Today we are developing Service design into a more diverse [eclectic, adaptable] discipline. This is being driven by the Market (the type pf problems we are asked to solve) and by eclectic and curious practitioners who are finding value in bringing other disciplines to SD. Such as the arts, social sciences, business, and others. This is what I would like to talk about today. Specificaly about the aplication of BE to SD (I use these conferences to share them and hopefully provoque discussion with other Smart People like you.)
- We humans have cognitive limitations which restrict / limit our decisión making and problem solving process. We are not rational, logical, Smart computers able to decide correctly most of the time. Quite the opposite, People are quite dumb most of the time (but quite Smart if you ask them). Los seres humanos tenemos limitaciones cognitivas que restringen nuestra forma de tomar decisiones (no somos totalmente racionales) y nuestra capacidad para resolver problemas.
- There are three ways in which we have applied behavioral economic principles (or behavioral science) lens to Service design. As a Research tool (to explain observable behavior or plan for the best research approach) As an Assessment tool (to evaluate current experiences / system) As an Ideation tool (to inspire the divergent thinking phase or purposefully embed principles in the design)
- Low motivation: Just because other salespeople have this attitude towards sales, it does not mean its right. .
- Socialize missions: Allow individuals to create original missions and socialize (share/join/like) with others.
- We reccommended our client to sell computers right after they installed fiber optic cable. People were much more receptive to buy a computer right when they had an infrastructure upgrade.
- If you look closely, you wil find that most experiences are affected—positively or negatively—by a number of BE principles. Identifying these allows you to understand [behaviors, thoughts, decisions, needs], dissect [problems, systems, consequences] and design [define, prioritize, ideate] Service designers should be proficient in these principles if they want to use them purposefully to help people live better.
- The ideas presented here are just a small example of how Service design can evolve. I believe we should bring in new ideas, concepts, theories, tolos from other disciplines to nurture and grow this practice. The world needs lots of Service designers, but we also need to be able to deliver more value to organizations. My next gig will be on bringing the concepts of stoicism into Service design—i hope someone invites me to talk about this son ;-)
- Keep in touch, give feedback, connect, like this, share.