1. Hello again
Krabbesholm
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
2. Service Design
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
3. Where do you find services?
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
4. The
Govern- Organisational
Acedemia Marketing
ments structure
Public Non-Profit
Sector Fundraising
Library
Where do you find services?
Product
Service
System Marketing
Private
Businesses
Bank
Systems
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
5. Iphones, Ipod, Ipads, Itunes,...
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
6. Transportation
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
7. Hospitals
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
8. How to define Service Design?
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
9. “ Service Design ...
is the activity of planning and organizing people, infrastructure,
”
communication and material components of a service in order to
improve its quality and the interaction between service provider and
customers.
Design according to the needs of customers, so the service is user-
friendly, competitive and relevant to the customers.
Focus on the behavior of the customers, their needs and motivations.
Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
10. Some of the differences between
Product Design & Service Design
Products are created and “exist” before being purchased and used.
Services come to existence at the same moment they are being provided and used.
Product; A designer can prescribe the exact configuration of a product.
Service; A designer cannot in the same way prescribe the result of the interaction
between customers and service providers nor prescribe the form and characteristics
of any emotional value produced by the service.
Consequently, service design is an activity that suggests behavioural patterns or
“scripts” to the actors interacting in the service, leaving a higher level of freedom to
the customers’ behaviour.
Inspired by Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
11. When designing services...
Service Design
becomes a way of thinking
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
12. Think of everything in steps
You take one step at a time...
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
13. Examples on Service Designs
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
20. Three Main Factors to Consider
1) Identify the actors involved in the service
(Who is involved?)
2) Consider the different service scenarios
(What is happening? Is it taking place in a specific area of the location? Which steps
does the user have to go through? Is it taking place in front of the end-user or
“behind the scenes”? )
3) Consider the components of the service
(Which physical elements are used? Which interactions?
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
21. Service Design
Tools and Methods
Together with the most traditional methods used for product design,
service design requires methods and tools to control new elements of the design
process, such as the time and the interaction between actors.
Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
22. Think of everything in steps
- Customer Journey Map
You take one step at a time.
Consider who, when, where, what.
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
23. Service Design Network
Denmark
Web: denmark.service-design-network.org
Linkedin group: Service Design Network Denmark
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
