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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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