Service design, the next ten years

Service design, the next ten years
Marzia Arico
Head of Insight
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TAX
HOTEL
Consumer lifecycle
departing
travelling
leaving
next trip
TAX
HOTEL
Consumerlifecycle departing
travelling
leaving
nexttrip
STUDIO INSIGHT
Learnings
Intelligence
Practice &
validation
Livework Insight
Livework © 2017 @marziaarico

CONSUMER
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DIGITAL SERVICE
Service
Adoption
Behavioural
Economics
Service
Innovation
Improvement
Optimisation
Humanising
Digital
Relationships
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3 Domains, 5 Themes

CONSUMER
Livework © 2017
DIGITAL SERVICE
Service
Adoption
Behavioural
Economics
Service
Innovation
Improvement
Optimisation
Humanising
Digital
Relationships
Servitization
Smart
Services
Rational
Overrides
Nudges
Goodwill
CRX
Customer
Adoption
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3 Domains, 5 Themes, 7 Topics

The future of services
and design?

The end of service
design as we know it.

Four drivers
of change.

Liquid Sectors &
Fluid Consumers
Playing with
Data Analytics
The Human OS CX Capability
Building

Liquid Sectors &
Fluid Consumers
Sector boundaries are no
longer relevant for businesses
and consumers. Assisted by
smart tech consumers are
becoming ever more flexible.

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Consumer expectations are
transferred from one sector to
another. From a business
perspective a big threat is being
disrupted by a company from
another sector.
Liquid Sectors

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Services like Flipper or Trim
automatically switch consumers to a
better service offer. Switching can be
done at an instant with no effort,
driving churn rates. This means
designers will have to attract
customers by appealing to an AI
rather than a person.
With more tasks from consumers
being delegated to AI bots service
design needs to create Machine
Readable Services. News that can be
read by a software bot, propositions
that appeal to switching services.
Fluid Consumers

Playing with
Data Analytics
As we build more connected smart
things that observe and measure us
and our world, the relationship that
design, functionality, and experience
have with real-time data analytics
will grow. So designers will need to
learn how to play with data
scientists.

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Crowd management
Livework is working together with
the municipality of Amsterdam to
connect qualitative data with crowd
management numbers.
People experience streets to get
busier, but the numbers do not
show a rise in visitors.
We use qualitative insight to
uncover what causes the change in
experience. And translate it back to
measurable factors.

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By the way IDEO just bought Data Scope

The Human OS
Cognitive and behavioral
science is pervading design to
truly understand people and
their needs and design for
behavioral change

Behavioral Intervention DesignLivework © 2017
Create holistic behavioral
interventions by designing multiple
small nudges across the customer
journey
Facilitating slow deliberative thinking
by designing rational overrides into
a customer experience

Designing the customer
relationship experience
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By designing the right relational
interactions into a customer journey
we can drive loyalty and motivate
customers to become ambassadors
and co-creators to a brand or
company.

Designing the customer
relationship experience
Livework © 2017
For Vorwerk Livework used a
relational design approach to
activate customers and engage
them in content creation, customer
service, marketing and sales. Users
create and share recipes through the
community, service each other’s
machines, recommend the
Thermomix to friends, and some
even buy the product for others.
Co-designer
customer providing
feedback & ideas
Co-marketer
customer as
ambassador
Buyer
customer buying
product for others
Co-producer
customer provides
resources or services
other customers

CX Capability Building
Organizations virtually across
any sector have been, and are
increasingly, investing in
developing internal CX
capabilities at scale.

CX Capability Building: Maturity Levels
cx maturity = 0
cx maturity = 1
cx maturity = 2
cx maturity = 3
cx maturity = 4
cx maturity = 5
trying
doing
coordinating
strategizing
innovating
Cx Improvement
Cx Capability building

CUSTOMER EXPERIENCE
As an afterthought Relevant Designed and
managed
Integrated As the core
STAFF BEHAVIOR AND MINDSET
Role based Service reflex Journey reflex Lifecycle reflex Co-creative reflex
CX CAPABILITIES AND PRACTICES
Rare Fragmented Working together Aligned Omnipresent
TRYING DOING STRATEGIZINGCOORDINATING INNOVATING

The Future of
Service Designers

Translator
Bridges data analytics and
organisational needs to service
design
Skills: organisational empathy,
strategy, data literacy

Relationship Designer
Design relationships and
personalities of tech people
interact with
Skills: playwright, psychology,
machine empathy.

ADD PICTURE OF
ROBOT CITIZEN OF
SAUDI

Behaviour Designer
Designs experiences that
guide human behavior.
Skills: cognitive & behavioral
science, design ethics

Visualiser
Simplifies and visualises
ideas, concepts, experiences
and processes to enable
different stakeholders to
grasp complex subjects.
Skills: illustrations, synthesis,
simplification.

Service design, the next ten years

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