01 Service Design and Organizational Activation 2014

Service Design & Organizational Activation 2014

www.florianvollmer.com
@florianvollmer

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Philosophy
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© Florian Vollmer, 2014 – www.florianvollmer.com

Traditional Business: Quarterly profit, M&A, shareholder value,
sales, market share, trade secrets, proprietary technology ...

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Design-Driven Business: Focus on the individual, sustainable
practices, answering needs, connecting systems, transparency

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126 million units sold

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One of design’s most fundamental tasks is
helping people deal with change.
Paola Antonelli, MOMA

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le
b

!
m

ro
P
h
Design is Applied Problem Solving.
it
w
m
le
b
ro
P
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– (me, old)


Analyzing Current Realities
Planning and Executing for Preferred Realities

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– (me)


Industrial

Design

Graphic
Interface
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Interaction


Design

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Opportunity

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Text

Solution

Design


Styling
UCE, BIAD Birmingham, UK

Connection
Interaction

KISD, Cologne, Germany

Craft
KHB Berlin, Germany

GATECH, Atlanta, GA

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Industrial Design
Focus on the design process

Georgia Institute of Technology

College of Computing: HCI
and Ubicomp

Design of a multidisciplinary curriculum

Focus on new interface paradigms

School of Literature,
Communications, Culture
Focus on new meaning

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Design
Advocacy
SMB’s

Peer Learning
New Forms of Education

Design Management

Service Design
Evolution

Cultural Insights
A Glimpse

Growing Context

Floating Freely
The Sensation of Weightlessness

Happiness
In the face of material poverty

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Reliance on

Separation of

Dedicated

Project Designer/
Designer PM
Addition of

Integration of

Des/ PM/
AM

Integration of

Production 2D/ 3D

Digital
Signage
New Service

New Service

Strategy

Service
Design

Focus on

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2002

Shift to being

Strengths
2001

Understanding with

Talinsight

Generative

2003

2004

2005

2006

2007

2008

2009

2010


Global

System of
Systems

Humanity

Group

I believe one should design for the advantage of the largest
System
Individual
mass of people, first and always. – Raymond Loewy
Intervention
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Experience

Pretty is easy.

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... is for all users and
stakeholders

Good design...

... has a positive
emotional impact
... speaks to multiple senses

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Touchpoints

Touchpoints
Touchpoints

Touchpoints

A Journey ...

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Touchpoints

Touchpoints


Touchpoint Analysis Hack

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Touchpoints

Traditional
Media

Social
Media

mCommerce
eCommerce

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Customer
Environment

Product
Presentation

Sales
Engagement

Ownership
Experience


Service Design
Definition

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Prof.
Birgit Mager


Service Design Definition

“Service design focuses on the alignment and design of
multiple brand touchpoints in a customer’s journey, including
environments, interactions, media, and products. The results
are more effective and more enjoyable customer experiences.”

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Co-Creation

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Stakeholder Activation

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Fascinating Times

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Good design is good business.
– Thomas Watson, IBM

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Sensors,

Sensors, Bridging Media,

Sensors, Bridging Media, Ubiquitous Commerce,

Sensors, Bridging Media, Ubiquitous Commerce, Augmented
Reality, Deep Mapping,

Reality, Deep Mapping, Touch,

Reality, Deep Mapping, Touch, Social Networks,

... Ubiquitous Commerce, Augmented Reality, Deep Mapping,
Touch, Social Networks, Digital Manufacturing,

... Ubiquitous Commerce, Augmented Reality, Deep Mapping,
Social Networks, Digital Manufacturing, M2M ...

The Commonality?

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Truly
understand
the user’s
needs

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Services

Information

Goods


16 Weeks
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Partners
Company
Team
I

Partners
Company
Process, Tools, Language
Team
I
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Some Thoughts
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Service
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1980’s

1990’s

2000’s

100%
service
%
GDP
goods
0%
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Planner

Doer

Craftsman

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A Journey

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Brand
Wayfinding
Digital Interaction
Info Graphics/ Print
Human Interaction
Digital Signage
Environmental Cues
Smartphone?
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Pre-Service

Service Period

Post-Service

Time

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Back-Stage
Front-Stage
User Experience

Actors

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technologists
training
IT
marketing
business
operations
brand
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Trends In SD
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1. Rethinking Business Models:
From Value to Values

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© Florian Vollmer, 2014– www.florianvollmer.com

2. Conscious Businesses Win

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3. From Transaction to
Long-Term Relationship

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4. Product and Service Hybridization

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5. From Big Data to Little Data

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6. From Strategy to Capacity

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7. Measuring Customer Experience

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8. CX Grit—Closing the Reality Gap

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Design
Management
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Business

Design

Drivers

Rationality

Experience

Method

Analysis

Iteration

Process

Planning

Doing

Decisions

Logic

Empathy

Values

Stability

Novelty

Vision

Culture

Innovation

Growth

Stock Value

Investment & Focus
Intervention Point for Design

Value of Design
Inspiration: Marty Neumeier, The Designful Company

Design

Marketing

General Manager
Strategy
Capital
Organization
Processes & Tech

Go-to-market
Distribution
Pricing/ Financials

Product/ Service
Packaging
Branding

Go-to-market
Distribution
Pricing/ Financials

Product/ Service
Packaging
Branding

Product/ Service
Packaging
Branding

Inspiration: Louis Kim, VP Advanced Platform Group, HP

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Planning &
Process
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Design Thinking

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1

%
Idea

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Language

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Decision Making Tools

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Waterfall Agile

Co-Designing

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Service in Beta

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Prototype

Beta

Measure

Beta


Measure

1.0

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Stakeholder Activation

technologists
training
IT
marketing
business
operations
brand

Creating a Joint Vision

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Execution
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10

%

Plan


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Integration

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Storytelling

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Activation

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Project
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Dialog Style
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Ask

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@florianvollmer
#servicedesign


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www.florianvollmer.com


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For the End
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01 Service Design and Organizational Activation 2014

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01 Service Design and Organizational Activation 2014