EXPLORING SERVICE DESIGN DIVE STRETCH JUMP AND WIN!! Freitag, 13. Dezember 13
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- Walther Glöckner
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1 EXPLORING SERVICE DESIGN DIVE STRETCH JUMP AND WIN!!
2 SERVICE DESIGN DEFINITION Use Design Thinking and Design Methods for creating services that are USEFUL, USEABLE, DESIRABLE & VALUABLE AND DIFFERENT.
3 THE SERVICE DESIGN PROCESS 4 IMPLEMENTATION 3 REFLECTION 1 EXPLORATION 2 CREATION
4 SERVICE DESIGN LEVELS STRATEGIC LEVEL strategy SYSTEM LEVEL back stage INTERFACE LEVEL front stage???
5 YOU ARE A SERVICE DESIGN AGENCY AND YOU CAN WIN!!
6
7 EXPLORATION PHASE FIELD RESEARCH OBSERVATIONAL STUDIES
8 WORK! CREATE A SERVICE BLUEPRINT 10 MIN
9 THE SERVICE BLUEPRINT NEEDS AND EXPECTATIONS frontstage experiences LINE OF VISIBILITY backstage processes and activities SPECIFICATIONS AND ROLE DESCRIPTIONS
10 THE SERVICE BLUEPRINT NEEDS AND EXPECTATIONS user action user user user provider action provider provider provider LINE OF VISIBILITY backstage processes and activities SPECIFICATIONS AND ROLE DESCRIPTIONS
11 EXPLORATION PHASE FIELD RESEARCH OBSERVATIONAL STUDIES
12
13 Market Research, Data Analysis
14 Persona Development
15 Journey Definition A B
16 Touchpoints and Stakeholders Travel Agent Airport Mgmt. Airport Mgmt. Public Transport Airline Public Transport
17 Customer Journey
18 Customer Journey
19 Customer Journey
20 Observations and Contextual Interviews
21 Observations and Contextual Interviews
22 Crossfunctional Employee Workshop
23 EXPLORATION PHASE DESK RESEARCH MARKET RESEARCH USER RESEARCH EXPERTS
24 EXPLORATION PHASE FIELD RESEARCH OBSERVATIONAL STUDIES CONTEXTUAL INTERVIEWS EMPATHETICAL JOURNEYS WORKSHOPS PERSONAS DELIVERABLES: EMOTIONAL CUSTOMER JOURNEY DESIGN RECOMMENDATIONS KEY INSIGHTS
25 TOOL: PERSONAS
26
27 EXPLORATION PHASE FIELD RESEARCH CONTEXTUAL INTERVIEWS OBSERVATIONAL STUDIES EMPATHETICAL JOURNEYS
28 WORK! ADJUST JOURNEY DRAW THE EMOTIONAL JOURNEY 8 MIN
29 PROJECT WAITING IN HOSPITALS
30 Framing and re-framing
31 Project tasks
32 HOW TO START A PROJECT?
33 In-depth meeting
34 stakeholder meeting
35 Work along
36 Observational studies
37 Design games, Interviews
38 Blueprint
39 EXPLORATION PHASE DESK RESEARCH COMPETITIONS BENCHMARKS MARKET RESEARCH USER RESEARCH EXPERTS
40 EXPLORATION TOOLS INTERACTION INTERVIEWS WORK ALONGS WORKSHOPS, FOCUS GROUPS HOME VISITS
41 EXPLORATION TOOLS INTERVENTIONS ACTION RESEARCH EXPERIMENTAL SETTINGS
42 EXPLORATION TOOLS OBSERVATION SHADOWING HIDDEN OPEN PEOPLE TRACES
43 EXPLORATION TOOLS SELF EXPLORATION DESIGN PROBES DIARIES, CAMERAS, DICTAPHONES, STICKY NOTES,...
44 DELIVERABLES EXPLORATION PHASE A STRONG CASE: CREATE A SENSE OF URGENCY! SYSTEM MAP STAKEHOLDER MAP PERSONAS CUSTOMER JOURNEY SYNTHESIS: KEYFINDINGS TOUCHPOINT ANALYSIS FROM PERSONA PERSPECTIVE VISUALIZATION OF KEY FINDINGS SERVICE BLUEPRINT OPPORTUNITY QUESTIONS
45 THE SERVICE DESIGN PROCESS 4 IMPLEMENTATION 3 REFLECTION 1 EXPLORATION 2 CREATION
46 Brinstormin, Brainwriting
47 Storytelling and Enactments
48 Storyboarding
49 Prototyping
50
51
52
53 CREATION-TOOLS BRAINSTORMING FRESH EYES ENACTMENTS BRAINWRITING RANDOM WORDS MOCK UPS STORYTELLING STYLE SHEETS GENRE MAP CO-CREATION WORKSHOPS
54 CREATION DELIVERABLES BUSINESS MODEL CANVAS EXPERIENCE SPECIFICATION CUSTOMER JOURNEY PROTOTYPES STORYBOARDS PILOT DESIGN EVALUATION CONCEPT
55 WORK! BRAINSTORM STORYTELLING STORYBOARD PRESENTATION 3MIN 10 MIN
56 PRESENT! PRESENTATION MAX 3 MIN
57 THANKS
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