Service Design and Applied Innovation

1. CW
IN
CAPGEMINI
WEEK OF
INNOVATION
NETWORKS
2. Service Design Stories for
Innovation

2. 2
Service Design for innovationService Design for innovation
© 2018 Capgemini. All rights reserved.

3. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 3
Archer, L. Bruce. «Systematic Method for Designers». Council of Industrial Design, H.M.S.O., 1965.
Shostack, G. Lynn. «Designing Services That Deliver». Harvard Business Review, 1984. Retrieved 2018-02-27.
So old so new…
Design Thinking (60’s)
Service Design (80’s)
The cultural shift is still going on.
HBR, September-October 2018
You can't plan the digital future, you need to build it

4. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 4
T E C H N O L O G Y
F E A S I B I L I T Y
B U S I N E S S
V I A B I L I T Y
P E O P L E
D E S I R A B I L I T Y Operational innovation
Functional innovation
Emotional innovation
SERVICE
DESIGN GOAL
Service Design and Applied Innovation

5. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 5
Are Service Designers necessary? 4 impactful facts
Sectors are blurring
experiences and new
expectations
Phigital is going human
conversational UX and
artificial intelligence
Capabilities need scale
design systems and
DesignOps
Decisions need support
cognitive and behavioral
sciences
3
42
1

6. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 6
3
42
1
A good experience with a bank sets a
new standard for an energy
company. And vice versa.
As a business, your biggest
competitor could be a Unicorn and
not necessarily in your own
sector.
Disruption through great customer
experience threatens all incumbents.
Sectors are blurring

7. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 7
Capabilities need scale
3
42
1
If you can’t beat them, join them.
Large Organisations
are increasingly investing in developing
internal Customer Experience (CX)
and Design capabilities and need to
• spread the CX an design mindset across silos
• practice with Design methods and tools
• build new areas of “non core” expertise
• scale up capabilities for the most complex project
• remain open for innovation

8. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 8
Decisions need support
3
42
1

9. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 9

10. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 10
Decisions need support
designing services
is
a responsibility
Designing Services is not just connecting brands and organizations to
people’s lives but can help people transform their lives and their habits.
3
42
1

11. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 11
Phigital is going human
Video

12. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 12
3
42
1
Phigital is going human
40% consumers
will use a voice assistant instead of a mobile app or a website, three years from now.
(Capgemini Digital Transformation Institute, Conversational Commerce Survey 2018 )
Conversational
commerce
Search
and query
Personal
assistant
Automation
common tasks
Consuming
content
IoT (Internet
of things)
Onboarding
first time
Entertainment
1
5
2
6
3
7
4
8

13. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 13
Phigital is going human | a challenge for designers
Graphic and UI
Conversational content
and tone of voice
Stream of navigation
Stream of
conversation
+ 50 pages
1 page or
no interface
Intuitive UI
Avatar’s personality
3
42
1

14. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 14
Business Insights  Customer Satisfaction
Customer Insights  Business Results

15. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved. 15Presentation Title | Author | Date © 2018 Capgemini. All rights reserved.
Contacts
Cristina Juliani
Digital Service Design Agency
Lead for Italy
Phone: +39 345 6012734
cristina.juliani@capgemini.com

16. Presentation Title | Author | Date © 2018 Capgemini. All rights reserved.
This message contains information that may be privileged or confidential and is
the property of the Capgemini Group.
Copyright © 2018 Capgemini. All rights reserved.
A global leader in consulting, technology services and digital transformation, Capgemini is
at the forefront of innovation to address the entire breadth of clients’ opportunities in the
evolving world of cloud, digital and platforms. Building on its strong 50-year heritage and
deep industry-specific expertise, Capgemini enables organizations to realize their business
ambitions through an array of services from strategy to operations. Capgemini is driven
by the conviction that the business value of technology comes from and through people.
It is a multicultural company of 200,000 team members in over 40 countries. The Group
reported 2017 global revenues of EUR 12.8 billion.
About Capgemini
Learn more about us at
www.capgemini.com