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FROM STUFF TO STORIES
DESIGN MANAGEMENT INSTITUTE EUROPEAN CONFERENCE 2016
ERIK ROSCAM ABBING | ZILVER INNOVATION
ERIK ROSCAM ABBING | JUDITH GLOPPEN | CHRISTIAN SACLIER
whatdoesitmean tomovefrom stuﬀtostories?
•from stuff •to stories
• relationship ends at the door
• relationship starts at the door
• value handed over in the value chain,
• to end at the customer
• value co-created by the value network,
involving the customer
• value = objective
• and mostly functional
• value = subjective
• and more experiential
• discarded with changing needs
• grows along with changing needs
Isn’t design’s job essentially:
to help organizations create more
lasting and more valuable
relationships with customers?
imagine you’re a
and you want to explore the service space……what could you do?
rickshaw service / bike über
servicing the bike
b2b: mobility consulting
city explorations on bike
healthy biking coaching program
Find p2p opportunities
Relieve pain points in the customer journey
Sell the outcome instead of the service
Find a right partner with skin in the game
Watch out for brand/capability stretch
Have a sensible,long term business model
Make the product smart & connected
Create a community around the product
2.then move here
3.then maybe move here 4.and finally move here
•Judith Gloppen •Christian Saclier
• Norwegian center for Design and
• Nestlé S.A.
• Senior advisor Design & Strategic
• Global head of industrial design
• How governments are moving from a
transactional focus towards co-creation
and service design,to build durable
relationships with citizens
• How Nestlé is using digital enhancement
of products and service design to create
more engagement with their customers.
1.what tools can I use?
2.what capabilities must I develop?
3.how do I assess the value?
4.how do I convince my boss?
5.where do I start?
6.how do I find the right partners?
7.how do I choose the right strategy?
questions you may have:
1.gather qual & quant user insights
2.look for opportunities in the customer journey
3.assess these opportunities against:
•do we have the capabilities for it?
•what does the competitive landscape look like for it?
•does it fit our brand?
•does it allow us to be truly differentiating?
the panel answer to: where do I start?
Erik Roscam Abbing
THANK YOU :)