This document discusses ways to make service design more engaging through creativity. It recommends three principles: 1) Make it human by designing technology that approaches people empathetically rather than mechanically. 2) Make it a story by framing necessary tasks as narratives that people want to engage with. 3) Make it count by tracking user activities and gamifying life experiences. The document provides examples for how these principles could be applied, such as creating character-based stories to motivate tooth brushing or designing mobile apps that turn daily tasks into games.

1. Unboring service design
with craft & creativity
24/02/2015

2. Hi!
Daniël Sytsma
Partner & Creative Director
Achtung! & Kraftwerk

3. Today
3 ways to unbore service design.

4. 1Make it human

5. 2Make it a story

6. 3Make it count

12. &

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14. &

15. Creative agency Design agency

16. Stories Services

18. Creatives
Designers

19. Creatives
Producers
Designers

20. UX designers
Illustrators Film directors Developers
Researchers
Scientists
Creatives
Producers
Designers
3D artists
Sound designers
Model builders
Photographers
Set builders Technologists
Marketeers
Editors
Writers
Car mechanics
Hardware
engineers
Graffiti artists
Stylists
Art directors
Actors
Puppeteers
Backend
developers

21. What is service design?

22. “Service Design is an emerging field focused on the creation of well thought
through experiences using a combination of intangible and tangible
mediums. It provides numerous benefits to the end user experience when
applied to sectors such as retail, banking, transportation, & healthcare.
Service design as a practice generally results in the design of systems and
processes aimed at providing a holistic service to the user.This cross-
disciplinary practice combines numerous skills in design, management and
process engineering. Services have existed and have been organised in
various forms since time immemorial. However, consciously designed
services that incorporate new business models are empathetic to user needs
and attempt to create new socio-economic value in society. Service design is
essential in an knowledge driven economy.”
Mark Stickdorn

23. “Service Design is an emerging field focused on the creation of well thought
through experiences using a combination of intangible and tangible
mediums. It provides numerous benefits to the end user experience when
applied to sectors such as retail, banking, transportation, & healthcare.
Service design as a practice generally results in the design of systems and
processes aimed at providing a holistic service to the user.This cross-
disciplinary practice combines numerous skills in design, management and
process engineering. Services have existed and have been organised in
various forms since time immemorial. However, consciously designed
services that incorporate new business models are empathetic to user needs
and attempt to create new socio-economic value in society. Service design is
essential in an knowledge driven economy.”
Mark Stickdorn

24. When you have two coffee shops next to each other
that sell the same product at the same price,
service design is the reason why you walk into one and not the other.
Marc Fonteijn

25. Product industries
become
service industries.

26. From car business
to mobility service

27. The average car is used
for only an hour a day.

28. Service design can
increase that efficiency.

29. Uber wants to be a cheaper
alternative to owning a car.

30. DaimlerBMW
Volvo + DHLUber

31. Tesla just entered the energy
market with a special battery
for your house.

32. Medical Retail Banking
Delivery MediaFood
Mobility
Energy
Education
Fashion

33. “WE CANNOT SOLVE
OUR PROBLEMS WITH
THE SAME THINKING
WE USED WHEN WE
CREATED THEM.”

34. Unboring
service
design

35. 3 key principles
Make it human
Make it a story
Make it count

36. 1Make it human

38. “You don’t want a machine that’s always telling you
the answer. You want one that approaches you like,
‘Let’s solve this together’”.
Spike Jonze, about ‘Her’

39. Make technology more human.

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45. Find true human relevance
Don’t talk like a machine
Be thoughtful in every little detail
1. Make it human

46. 2Make it a story

47. Turning something you have to do,
into something you want to do.

51. Make brushing fun

52. 24 days = routine

60. PETE THE PIRATE
AND HIS ONE WOODEN TOOTH
RAMONE THE RUSTY RAPPER
AND HIS RUSTY GRILL
SHAWN THE TOOTHLESS SHARK
AND HIS GUMMY SMILE
TAYLOR
THE TOOTHLESS TOOTH FAIRY
ROSIE THE RABBIT
AND HER YELLOW BUCK TEETH
VICKY
THE ONE FANG VAMPIRE

71. 3Make it count

72. With mobile technology,
life becomes a game platform

73. Track everything.

75. Undisclosed project

76. Conclusion
Make it human
Make it a story
Make it count

77. @danielsytsma
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