1. Service Design
Something to phone home about.
Stefan Moritz – Creative Lapland Seminar 2010

2. Sorry that I can’t
be here in person.
Stefan Moritz – Creative Lapland Seminar 2010

3. Designing the world’s most accessible video conference service
3
Stefan Moritz – Creative Lapland Seminar 2010
Ergonomidesign / skiptrip.se

4. From the industrial to the networked age
4
Stefan Moritz – Creative Lapland Seminar 2010
At the core of the technological, social and cultural shift are people.
The networked age is the mutual value era.

5. VALUE FOR THE ENTERPRISE
?
Experiences
5
Services
}
GE
Stefan Moritz – Creative Lapland Seminar 2010
DA
KE
WOR
Brands ET
{N
Products
}
GE
Commodities ALA
RI
U ST
ND
{I
VALUE FOR CUSTOMERS

6. 6
Stefan Moritz – Creative Lapland Seminar 2010
“Service is everything that
can’t fall on your feet.”
THE ECONOMIST
Illustration by
Jeffery Callender &
Peter Morville

7. Service Design methodology –
How to design services and experiences in the network age
INDUSTRIAL AGE NETWORK AGE METHODOLOGY
Produced Performed Journey
Stefan Moritz – Creative Lapland Seminar 2010
Material Immaterial System design
Tangible Intangible Sensualisation
No involvement Client participation Co-creation
Ownership Experience Service blueprint

8. Service Experience
You have to be there.
It happens over time. 8
You don’t own it but use it.
Stefan Moritz – Creative Lapland Seminar 2010

9. Service Design
DEFINITION | Methodology to help improve or 9
innovate service experiences that
result in more satisfied customers
Stefan Moritz – Creative Lapland Seminar 2010
and more profitable enterprises.

10. You are a
service designer.
10
Stefan Moritz – Creative Lapland Seminar 2010

11. So what is so special
about service design?
11
Stefan Moritz – Creative Lapland Seminar 2010

12. Service Design
MINDSET APPROACH METHODOLOGY
Stefan Moritz – Creative Lapland Seminar 2010
HOLISTIC EMPATHY PROTOTYPING

13. 13
Stefan Moritz – Creative Lapland Seminar 2010
Finding out and Giving strategic Developing Selecting the Enabling Making it
learning direction concepts most relevant understanding happen

14. Why do we need
(to get better at) 14
service design?
Stefan Moritz – Creative Lapland Seminar 2010

15. “80% of companies believe they
deliver outstanding value and a
superior customer experience. 15
Stefan Moritz – Creative Lapland Seminar 2010
8% of their customers agree.”
Source: Bain & Company

16. Service Design
MINDSET APPROACH METHODOLOGY
Stefan Moritz – Creative Lapland Seminar 2010
HOLISTIC EMPATHY PROTOTYPING

17. Culture
17
Business
Brand
Model
Stefan Moritz – Creative Lapland Seminar 2010
Service
Design
Value Authenticity
Utility
Source: Paul Sims

18. “The only people that
see the bigger picture
of any company are
18
Stefan Moritz – Creative Lapland Seminar 2010
their customers.”

19. I don’t buy shoes.
19
Stefan Moritz – Creative Lapland Seminar 2010

20. Selling products
Delivering services
20
Stefan Moritz – Creative Lapland Seminar 2010

21. The outcome:
service, product, system,
experience, offer,…
21
Stefan Moritz – Creative Lapland Seminar 2010

22. big words
Small actions
are better than
22
Stefan Moritz – Creative Lapland Seminar 2010

23. Reactions
Interactions
Transactions
23
Stefan Moritz – Creative Lapland Seminar 2010

24. New currencies.
24
Stefan Moritz – Creative Lapland Seminar 2010
TIME / KUDOS / FEEDBACK / POINTS /…

25. Service Design
MINDSET APPROACH METHODOLOGY
Stefan Moritz – Creative Lapland Seminar 2010
HOLISTIC EMPATHY PROTOTYPING

26. 26
Hospital designed
Stefan Moritz – Creative Lapland Seminar 2010

27. BETTER PRPARATION BETTER TREATMENT
Multi-media recall service Music of choice during treatment
Online registration form DVD-glasses during treatment
SMS reminder Alternative medicine
Free parking Children play area with Playstation
Bring your guests General anesthesia
BETTER WAITING BETTER DEPARTURE
27
Postcard service in the waiting area Credit cards accepted (Germany!)
Fireplace & blankets Cool bags and painkillers
Stefan Moritz – Creative Lapland Seminar 2010
Multimedia waiting room Mouth refreshing room
Daily papers / Magazines / Wireless Prophylaxis shop
Reading glass lending Beach chairs on the roof terrace
Air-conditioning Sun glasses lending
Baby changing, feeding and play room Internal lab
Free Latte, juice, etc. Vouchers
Fresh fruit Extended warranty
Toothbrush set free
http://www.ku64.de

28. 28
Listen.
Stefan Moritz – Creative Lapland Seminar 2010

29. 29
Care.
Stefan Moritz – Creative Lapland Seminar 2010

30. 30
Simplify.
Stefan Moritz – Creative Lapland Seminar 2010

31. 31
Engage.
Stefan Moritz – Creative Lapland Seminar 2010

32. 32
Leverage.
Stefan Moritz – Creative Lapland Seminar 2010

33. 33
Nurture.
Stefan Moritz – Creative Lapland Seminar 2010

34. Service Design
MINDSET APPROACH METHODOLOGY
Stefan Moritz – Creative Lapland Seminar 2010
HOLISTIC EMPATHY PROTOTYPING

35. Service touches Service system Service business
35
Stefan Moritz – Creative Lapland Seminar 2010

36. harder than ideas.
Implementation is
36
Stefan Moritz – Creative Lapland Seminar 2010

37. Service Design methodology
Stefan Moritz – Creative Lapland Seminar 2010

38. 38
Prototype.
Stefan Moritz – Creative Lapland Seminar 2010

39. Stefan Moritz – Creative Lapland Seminar 2010

40. http://servicedesigntools.org/
40
Stefan Moritz – Creative Lapland Seminar 2010

41. Where to start?
Stefan Moritz – Creative Lapland Seminar 2010

42. Where to start?
Problem Solve
Stefan Moritz – Creative Lapland Seminar 2010
Something
to phone home Value
about Leverage More More New
assets value customers offer

43. A little service for you: http://drop.io/CLS
Stefan Moritz – Creative Lapland Seminar 2010

44. How to navigate?
44
Stefan Moritz – Creative Lapland Seminar 2010

45. Quick & dirty
45
Journey Hot 20 Sticker Tomorrows Back
Journal spot ideas voting headlines casting
Stefan Moritz – Creative Lapland Seminar 2010

46. “Imagination is
more important 46
Stefan Moritz – Creative Lapland Seminar 2010
then knowledge.”
Albert Einstein

47. Kiitos.
Stefan Moritz – Creative Lapland Seminar 2010
http://drop.io/CLS
http://stefan-moritz.com