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“Everything	
  is	
  a	
  service”	
  
              by	
  @sly	
  
?   You	
  want	
  that	
  hole	
  !	
  
⤑  A new marketing paradigm

                                        ⤑  The basis of all exchange is
                                           service

                                        ⤑  Goods are a distribution
                                           mechanism for service provision

                                        ⤑  Value is always co-created with
“Evolving to a New                         the customer

Dominant Logic for                      ⤑  A service-centered view is
                                           inherently customer oriented and
Marketing”                                 relational
Publication of an award-winning
article by Stephen Vargo and Robert
Lusch in a 2004 edition of Journal of
                                        ⤑  Value-in-use replaces value-in-
Marketing                                  exchange

                  	
  
Source:	
  h;p://www.dachisgroup.com/2011/11/everything-­‐is-­‐a-­‐service/	
  
But what is a
service ?
         	
  


                Services,	
  as	
  opposed	
  to	
  
                goods,	
  are:	
  
                	
  
                ⤑  Intangible	
  
                ⤑  Cannot	
  be	
  stored	
  
                ⤑  Are	
  consumed	
  &	
  produced	
  at	
  the	
  
                     same	
  Ime	
  
                ⤑  Are	
  delivered	
  via	
  oJen	
  complex	
  
                     systems	
  &	
  processes	
  
                ⤑  Involve	
  people	
  and	
  their	
  
                     relaIonships	
  
                	
  
And what is a good
service ?
         	
          SERVICE	
  EFFICIENCY	
  	
  
                     Services	
  that	
  help	
  users	
  
                     (customers)	
  to	
  get	
  their	
  jobs	
  done,	
  
                     solve	
  their	
  problems	
  by	
  producing	
  
                     their	
  desired	
  outcome	
  
                     	
  



                     SERVICE	
  EXPERIENCE	
  	
  
                     And	
  provide	
  them	
  with	
  a	
  good	
  
                     (outstanding)	
  experience	
  across	
  
                     different	
  channels	
  &	
  touchpoints	
  
                     	
  
Understanding the
problems users try
to solve
                      	
  

By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Ethnography	
  (or	
  
“day	
  in	
  a	
  life”	
  
study)	
  	
  
Understanding the
problems users try
to solve
                      	
  

By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Front-­‐line	
  staff	
  
interviews	
  
	
  
Understanding the
problems users try
to solve
                      	
  

By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Personas	
  	
  
Understanding the
problems users try
to solve
                      	
  

By	
  using	
  design	
  research	
  
methods:	
  	
  
	
  
Co-­‐design	
  
workshops	
  
	
  
"Mapping the jobs to be done
Source:	
  h;p://www.jey-­‐associates.com/pr/Customer-­‐CenteredInnovaIonMap_R0805Hp2.pdf	
  
Source:	
  h;p://servicedesigntools.org/about	
  
Mental	
  models	
  
                       h;p://www.boxesandarrows.com/view/alignment-­‐diagrams	
  
Customer	
  journey	
  maps	
  
Customer	
  journey	
  maps	
  
"Everything is a service" (Redux)
Service	
  blueprints	
  
Examples	
  of	
  touchpoints	
  

 Telephone	
  service	
                    Company	
  cars	
  
 Face-­‐to-­‐face	
                        Delivery	
  
 Email	
                                   Merchandising	
  
 Post	
  mail	
                            WarranIes	
  
 Sales	
                                   Invoicing	
  
 Website	
                                 Complaint	
  handling	
  
 Mobile	
  apps	
                          Public	
  relaIons	
  
 Screenless	
  digital	
  interfaces	
     Cleaning	
  
 Social	
  media	
                         Physical	
  environments	
  	
  
 AdverIsing	
  &	
  communicaIon	
         (stores,	
  corporate	
  buildings)	
  
 Packaging	
                               etc.	
  
 Support	
  
Technology	
  
As	
  a	
  driver	
  for	
  mulIple	
  service	
  innovaIon	
  opportuniIes	
  
Technology multiplies service innovation opportunities


       Today’s	
  technology	
  mulIplies	
  service	
  innovaIon	
  opportuniIes	
  




                                                                                     1.	
  Micßroprocessors	
  
                                                                                     2.	
  Sensors	
  
                                                                                     3.	
  Wireless	
  connecIvity	
  
 Source:	
  h;p://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html	
     4.	
  Databases	
  
InformaIon	
  shadows	
  
InformaIon	
  shadows	
  
 
So what about                                                  ⤑  And,	
  increasingly,	
  they	
  are	
  just	
  part	
  of	
  a	
  
mobile apps for                                                     service,	
  one	
  touchpoint	
  of	
  a	
  service	
  
                                                                    	
  
example ?                                                      ⤑  Which	
  means	
  that	
  an	
  app	
  is	
  not	
  an	
  end	
  
                                                                    in	
  itself.	
  	
  
                                                                    	
  
According	
  to	
  service	
  dominant-­‐logic,	
  
                                                                    The	
  service	
  as	
  a	
  whole	
  must	
  work,	
  
every	
  mobile	
  app	
  is	
  a	
  service.	
  	
  
                                                                    regardless	
  of	
  how	
  good	
  the	
  app	
  is.	
  In	
  the	
  
(Devices	
  are	
  service	
  avatars	
  an	
  the	
  apps	
  
                                                                    eye	
  of	
  the	
  user/customer,	
  it’s	
  just	
  one	
  
are	
  their	
  	
  informaIon	
  shadows.)
                                                                    thing.	
  
                                                                    	
  
                               	
  
                                                               ⤑  A	
  mobile	
  app	
  should	
  exactly	
  do	
  what	
  the	
  
                                                                    user	
  expects	
  it	
  to	
  do	
  at	
  a	
  certain	
  Ime,	
  
                                                                    place	
  &	
  context	
  (and	
  not	
  more)	
  
                                                               	
  
 Fitbit:	
  tracking	
  your	
  daily	
  exercise	
  and	
  sleep	
  quality	
  
                                                                           Source:	
  h;p://www.fitbit.com/	
  
 Nike+:	
  Tracking	
  your	
  jogging	
  acIviIes	
  

                                                       h;p://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/	
  
h;p://www.runtasIc.com	
  
"Everything is a service" (Redux)
"Everything is a service" (Redux)
Withings:	
  Tracking	
  &	
  monitoring	
  your	
  weight	
  

                                                                 h;p://www.withings.com/	
  
The	
  Apple	
  Itunes	
  ecosystem	
  
 The	
  Dropbox	
  file	
  syncing	
  &	
  sharing	
  ecosystem	
  

                                                                        www.dropbox.com	
  
Carfinder:	
  A	
  stand	
  alone	
  AR	
  app	
  providing	
  you	
  with	
  the	
  
service	
  to	
  find	
  back	
  your	
  car	
  
                                  Source:	
  h;p://itunes.apple.com/us/app/find-­‐your-­‐car-­‐ar-­‐augmented/id370836023?mt=8	
  
MulInchannel,	
  mulIdevice	
  customer	
  experiences	
  are	
  on	
  the	
  rise	
  
Intelligent,	
  connected	
  (smart)	
  devices	
  (IoT)	
  
"Everything is a service" (Redux)
So	
  what	
  are	
  the	
  
challenges	
  ?	
  
•  Understand	
  people’s	
  mental	
  models	
  and	
  the	
  jobs	
  they	
  try	
  to	
  get	
  done	
  
   	
  
•  Design	
  for	
  mulIple	
  devices	
  &	
  interfaces	
  (some	
  without	
  screens)	
  &	
  opImize	
  
   the	
  interplay	
  between	
  them:	
  every	
  device	
  &	
  interface	
  has	
  its	
  own	
  limitaIons	
  
   &	
  capabiliIes	
  
   	
  
•  In	
  sake	
  for	
  usability	
  &	
  simplicity,	
  only	
  offer	
  the	
  features	
  really	
  needed	
  on	
  
   different	
  devices	
  at	
  a	
  specific	
  moment,	
  place	
  &	
  context:	
  design	
  for	
  low	
  
   fricIon	
  &	
  	
  be	
  focused	
  
   	
  
•  AnIcipate	
  people’s	
  contextual	
  needs	
  by	
  using	
  all	
  the	
  informaIon	
  available	
  
   (your	
  phone	
  and	
  other	
  devices	
  or	
  applicaIons	
  know	
  a	
  lot	
  about	
  you	
  !)	
  
   	
  
•  We’d	
  like	
  to	
  switch	
  between	
  devices,	
  interfaces	
  &	
  even	
  modes	
  without	
  
   loosing	
  anything	
  &	
  link	
  the	
  physical	
  and	
  the	
  digital	
  world	
  in	
  a	
  more	
  natural	
  
   way	
  
   	
  
•  Think	
  the	
  whole	
  service	
  system	
  as	
  one	
  thing	
  (that’s	
  what	
  the	
  customer	
  
   does	
  !)	
  
   	
  
Case	
  study:	
  Experience	
  design	
  

Carnegie	
  Library	
  of	
  Pi;sburgh,	
  a	
  project	
  by	
  Maya	
  design	
  

                                                                                      A	
  strategic	
  design	
  project	
  :	
  
                                                                                      	
  
                                                                                       interior	
  redesign	
  	
  
                                                                                       wayfinding	
  
                                                                                       web	
  site	
  
                                                                                       and	
  the	
  library	
  catalog	
  
                                                                                      	
  
                                                                                      	
  
                                                                                      and	
  thus	
  is	
  a	
  service	
  design	
  project	
  as	
  it	
  
                                                                                      dealt	
  with	
  several	
  touch	
  points	
  and	
  the	
  
                                                                                      customer	
  journey,	
  but	
  with	
  a	
  strong	
  
                                                                                      focus	
  on	
  informaIon	
  architecture.	
  
                                                                                      	
  

h;p://www.maya.com/pormolio/carnegie-­‐library	
  
MAYA	
  Design,	
  Inc.	
  /	
  SouthSide	
  Works,	
  Building	
  2,	
  Suite	
  300	
  2730	
  Sidney	
  Street	
  /	
  
Pi;sburgh,	
  PA	
  15203	
  /+1	
  412-­‐488-­‐2900	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




              This	
  needs	
  revoluIon,	
  not	
  evoluIon	
  




A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




                                       Building	
  use	
  scenarios	
  




A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




                                  Maya	
  described	
  the	
  library	
  	
  
                                   informaIon	
  architecture	
  




A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




             Personas	
  follow	
  typical	
  use	
  scenarios	
  




A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




          Breakpoint	
  pa;erns	
  revealed	
  systemic	
  
                            issues	
  




A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




                                     Bridge	
  the	
  breakpoints	
  




A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




                 Redesign	
  of	
  physical	
  space	
  
                 including	
  wayfinding	
  &	
  signage	
  



A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Carnegie Library of Pittsburgh | Information Environment




        Consistent	
  IA	
  across	
  
        “user	
  interfaces”	
  from	
  
        website	
  to	
  physical	
  
        site…	
  

A	
  project	
  	
  by	
  MAYA	
  Design,	
  Inc.	
  h;p://www.maya.com/pormolio/carnegie-­‐library	
  
	
  
Source:	
  h;p://patwellconsulIng.com/DevelopmentResources/DesignThinkingProcessWorkshop.aspx	
  
Source:	
  h;p://www.maketools.com/arIcles-­‐papers/CoCreaIon_Sanders_Stappers_08_preprint.pdf	
  
"Everything is a service" (Redux)
UX	
  design	
  &	
  Service	
  design	
  	
  
	
  
•  SD	
  is	
  UX	
  beyond	
  the	
  screens	
  
•  both	
  use	
  overlapping	
  methods	
  &	
  
   tools	
  	
  
•  both	
  are	
  user	
  centered	
  design	
  
   disciplines	
  
•  both	
  follow	
  the	
  design	
  thinking	
  
   mindset	
  




Customer	
  experience	
  :	
  TranslaIng	
  these	
  individual	
  disciplines	
  into	
  a	
  business	
  strategy	
  
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
"Everything is a service" (Redux)
+	
  Service	
  design	
  
+	
  User	
  experience	
  design	
  
+	
  Employee	
  saIsfacIon	
  &	
  empowerment	
  
+	
  Certainly	
  more	
  
Peter	
  Drucker	
  


                                         “There	
  is	
  only	
  one	
  reason	
  for	
  a	
  company	
  to	
  exist:	
  	
  
                                         To	
  create	
  value	
  for	
  the	
  customer.	
  
                                         	
  
                                         Thus,	
  the	
  two	
  most	
  important	
  business	
  funcIons	
  	
  
                                         are	
  markeIng	
  &	
  innovaIon.”	
  




And	
  thus,	
  if	
  applied	
  holisIcally:	
  	
  	
  
Design	
  =	
  Value	
  =	
  Strategy	
  =	
  MarkeIng	
  &	
  InnovaIon	
  
Thank	
  you	
  !	
     @sly	
  

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"Everything is a service" (Redux)

  • 1. “Everything  is  a  service”   by  @sly  
  • 2. ? You  want  that  hole  !  
  • 3. ⤑  A new marketing paradigm ⤑  The basis of all exchange is service ⤑  Goods are a distribution mechanism for service provision ⤑  Value is always co-created with “Evolving to a New the customer Dominant Logic for ⤑  A service-centered view is inherently customer oriented and Marketing” relational Publication of an award-winning article by Stephen Vargo and Robert Lusch in a 2004 edition of Journal of ⤑  Value-in-use replaces value-in- Marketing exchange  
  • 5. But what is a service ?   Services,  as  opposed  to   goods,  are:     ⤑  Intangible   ⤑  Cannot  be  stored   ⤑  Are  consumed  &  produced  at  the   same  Ime   ⤑  Are  delivered  via  oJen  complex   systems  &  processes   ⤑  Involve  people  and  their   relaIonships    
  • 6. And what is a good service ?   SERVICE  EFFICIENCY     Services  that  help  users   (customers)  to  get  their  jobs  done,   solve  their  problems  by  producing   their  desired  outcome     SERVICE  EXPERIENCE     And  provide  them  with  a  good   (outstanding)  experience  across   different  channels  &  touchpoints    
  • 7. Understanding the problems users try to solve   By  using  design  research   methods:       Ethnography  (or   “day  in  a  life”   study)    
  • 8. Understanding the problems users try to solve   By  using  design  research   methods:       Front-­‐line  staff   interviews    
  • 9. Understanding the problems users try to solve   By  using  design  research   methods:       Personas    
  • 10. Understanding the problems users try to solve   By  using  design  research   methods:       Co-­‐design   workshops    
  • 11. "Mapping the jobs to be done
  • 14. Mental  models   h;p://www.boxesandarrows.com/view/alignment-­‐diagrams  
  • 19. Examples  of  touchpoints   Telephone  service   Company  cars   Face-­‐to-­‐face   Delivery   Email   Merchandising   Post  mail   WarranIes   Sales   Invoicing   Website   Complaint  handling   Mobile  apps   Public  relaIons   Screenless  digital  interfaces   Cleaning   Social  media   Physical  environments     AdverIsing  &  communicaIon   (stores,  corporate  buildings)   Packaging   etc.   Support  
  • 20. Technology   As  a  driver  for  mulIple  service  innovaIon  opportuniIes  
  • 21. Technology multiplies service innovation opportunities Today’s  technology  mulIplies  service  innovaIon  opportuniIes   1.  Micßroprocessors   2.  Sensors   3.  Wireless  connecIvity   Source:  h;p://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html   4.  Databases  
  • 24.   So what about ⤑  And,  increasingly,  they  are  just  part  of  a   mobile apps for service,  one  touchpoint  of  a  service     example ? ⤑  Which  means  that  an  app  is  not  an  end   in  itself.       According  to  service  dominant-­‐logic,   The  service  as  a  whole  must  work,   every  mobile  app  is  a  service.     regardless  of  how  good  the  app  is.  In  the   (Devices  are  service  avatars  an  the  apps   eye  of  the  user/customer,  it’s  just  one   are  their    informaIon  shadows.) thing.       ⤑  A  mobile  app  should  exactly  do  what  the   user  expects  it  to  do  at  a  certain  Ime,   place  &  context  (and  not  more)    
  • 25.  Fitbit:  tracking  your  daily  exercise  and  sleep  quality   Source:  h;p://www.fitbit.com/  
  • 26.  Nike+:  Tracking  your  jogging  acIviIes   h;p://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/  
  • 30. Withings:  Tracking  &  monitoring  your  weight   h;p://www.withings.com/  
  • 31. The  Apple  Itunes  ecosystem  
  • 32.  The  Dropbox  file  syncing  &  sharing  ecosystem   www.dropbox.com  
  • 33. Carfinder:  A  stand  alone  AR  app  providing  you  with  the   service  to  find  back  your  car   Source:  h;p://itunes.apple.com/us/app/find-­‐your-­‐car-­‐ar-­‐augmented/id370836023?mt=8  
  • 34. MulInchannel,  mulIdevice  customer  experiences  are  on  the  rise  
  • 35. Intelligent,  connected  (smart)  devices  (IoT)  
  • 37. So  what  are  the   challenges  ?  
  • 38. •  Understand  people’s  mental  models  and  the  jobs  they  try  to  get  done     •  Design  for  mulIple  devices  &  interfaces  (some  without  screens)  &  opImize   the  interplay  between  them:  every  device  &  interface  has  its  own  limitaIons   &  capabiliIes     •  In  sake  for  usability  &  simplicity,  only  offer  the  features  really  needed  on   different  devices  at  a  specific  moment,  place  &  context:  design  for  low   fricIon  &    be  focused     •  AnIcipate  people’s  contextual  needs  by  using  all  the  informaIon  available   (your  phone  and  other  devices  or  applicaIons  know  a  lot  about  you  !)     •  We’d  like  to  switch  between  devices,  interfaces  &  even  modes  without   loosing  anything  &  link  the  physical  and  the  digital  world  in  a  more  natural   way     •  Think  the  whole  service  system  as  one  thing  (that’s  what  the  customer   does  !)    
  • 39. Case  study:  Experience  design   Carnegie  Library  of  Pi;sburgh,  a  project  by  Maya  design   A  strategic  design  project  :      interior  redesign      wayfinding    web  site    and  the  library  catalog       and  thus  is  a  service  design  project  as  it   dealt  with  several  touch  points  and  the   customer  journey,  but  with  a  strong   focus  on  informaIon  architecture.     h;p://www.maya.com/pormolio/carnegie-­‐library   MAYA  Design,  Inc.  /  SouthSide  Works,  Building  2,  Suite  300  2730  Sidney  Street  /   Pi;sburgh,  PA  15203  /+1  412-­‐488-­‐2900    
  • 40. Carnegie Library of Pittsburgh | Information Environment This  needs  revoluIon,  not  evoluIon   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 41. Carnegie Library of Pittsburgh | Information Environment Building  use  scenarios   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 42. Carnegie Library of Pittsburgh | Information Environment Maya  described  the  library     informaIon  architecture   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 43. Carnegie Library of Pittsburgh | Information Environment Personas  follow  typical  use  scenarios   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 44. Carnegie Library of Pittsburgh | Information Environment Breakpoint  pa;erns  revealed  systemic   issues   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 45. Carnegie Library of Pittsburgh | Information Environment Bridge  the  breakpoints   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 46. Carnegie Library of Pittsburgh | Information Environment Redesign  of  physical  space   including  wayfinding  &  signage   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 47. Carnegie Library of Pittsburgh | Information Environment Consistent  IA  across   “user  interfaces”  from   website  to  physical   site…   A  project    by  MAYA  Design,  Inc.  h;p://www.maya.com/pormolio/carnegie-­‐library    
  • 51. UX  design  &  Service  design       •  SD  is  UX  beyond  the  screens   •  both  use  overlapping  methods  &   tools     •  both  are  user  centered  design   disciplines   •  both  follow  the  design  thinking   mindset   Customer  experience  :  TranslaIng  these  individual  disciplines  into  a  business  strategy  
  • 56. +  Service  design   +  User  experience  design   +  Employee  saIsfacIon  &  empowerment   +  Certainly  more  
  • 57. Peter  Drucker   “There  is  only  one  reason  for  a  company  to  exist:     To  create  value  for  the  customer.     Thus,  the  two  most  important  business  funcIons     are  markeIng  &  innovaIon.”   And  thus,  if  applied  holisIcally:       Design  =  Value  =  Strategy  =  MarkeIng  &  InnovaIon  
  • 58. Thank  you  !   @sly