Service Design Breakfast: There is no such thing as service design - Anton Schubert, 358
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Anton's presentation focuses on the problems of creating a consistent service experience across a customer journey when companies operate in deep silos and contract different companies to implement pieces of the customer journey not well aligned with the other pieces. The role of the designer then becomes one of breaking up the silos and setting up a dialogue between the customer and the company.
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Service Design Breakfast: There is no such thing as service design - Anton Schubert, 358
- 1. 1
- 2. Who the hell is Anton Schubert? - Head of P&S design at 358 - IDEO Project Leader - Modelmaker - Failed musician - Yogurt packer - Ball bearing manufacturer - Stained glass lamp maker - Lock fitter - Car mechanic 2 358 + Service Design Breakfast
- 3. There’s no such thing as service design. 3
- 4. Companies simply don’t understand their customers! We should I need to do this! do that. company people 4 358 + Service Design Breakfast
- 5. That’s good news for designers dialogue company people 5 358 + Service Design Breakfast
- 6. I used to do stuff like this I tried my hardest to design stuff like this... 358 TaiK New Practise 09.11.11 4 6 358 + Service Design Breakfast
- 7. Now I do stuff more like this 15 VR + 358 7 358 + Service Design Breakfast
- 8. Ultimetely our job as designers is to help people and companies to like each other Service designers, Interaction designers, Product designers, Communication designers, Graphic designers, Interior designers, Architects, Brand strategists, Copywriters, Whatever designers company people 8 358 + Service Design Breakfast
- 9. Let’s look at the big picture. 9
- 10. The customer journey Advocate Use more Use Purchase company people Engagement Awareness 10 358 + Service Design Breakfast
- 11. Three steps - first find a partner Advocate Use more Use Purchase company people Engagement Awareness FIND 11 358 + Service Design Breakfast
- 12. Secondly get to know and like each other Advocate Use more Use Purchase LIKE company people Engagement Awareness FIND 12 358 + Service Design Breakfast
- 13. And last, if you are lucky, you might fall in love Advocate LOVE Use more Use Purchase LIKE company people Engagement Awareness FIND 13 358 + Service Design Breakfast
- 14. Remember great sex isn’t everything! 14 358 + Service Design Breakfast
- 15. But falling in love is not easy Why? 15
- 16. Marketing departments work with AD agencies Advocate Use more Use Purchase ies enc Engagement ag Ad Awareness 16 358 + Service Design Breakfast
- 17. Sales departments work with business and retail consultants Advocate Use more Use Purchase tail us&re B ies enc Engagement ag Ad Awareness 17 358 + Service Design Breakfast
- 18. Research and Development (R&D) work with design studios Advocate Use more ios stud ign Use s De Purchase Engagement Awareness 18 358 + Service Design Breakfast
- 19. And public relations (PR) work with media agencies Advocate PR Use more Use more Use Purchase Engagement Awareness 19 358 + Service Design Breakfast
- 20. Silos in companies create broken and inconsistent experiences for the customer Advocate PR Use more ? ios stud ign Use s De Purchase tail us&re B ies enc Engagement ag Ad Awareness 20 358 + Service Design Breakfast
- 21. Some companies you could say are a little schizophrenic 21 358 + Service Design Breakfast
- 22. Wiki says: Schizophrenia is a mental disorder characterized by a breakdown of thought processes and by poor emotional responsiveness. It most commonly features auditory hallucintions, paranoid or bizarre delusions, or disorganized speech and thinking. It is accompanied by significant social or occupational dysfunction. 22 358 + Service Design Breakfast
- 23. The best companies in the world do it like this Advocate Use more Use Purchase Engagement Awareness 23 358 + Service Design Breakfast
- 24. IKEA behaviour = consistency and coherency To create a better everyday for the many people. with their purpose consistency and coherency IKEA behaviour = with their purpose. Awareness Engage Purchase Use Use more Advocate 1. Catalogue = Dreams 2. Planning = Dreaming 3. Purchase = Event 4. Use = Mine 5. Sociability = Shared experiences 50 Elisa + 358 24 358 + Service Design Breakfast
- 25. So what about designers? How can we help? 25
- 26. 358 designers That’s Peter That’s me 26 358 + Service Design Breakfast
- 27. I’ve spent most of my career as a product and service designer working with R&D teams That’s me Advocate Use more ios stud ign Use s De Purchase Engagement Awareness 27 358 + Service Design Breakfast
- 28. Peter our CEO has spent most of his life in advertising working with marketing That’s me Advocate Use more ios stud ign Use s De That’s Peter Purchase ies enc Engagement ag Ad Awareness 28 358 + Service Design Breakfast
- 29. We both have a deep core skill That’s me Advocate Use more ios stud ign Use s De That’s Peter Purchase ies enc Engagement ag Ad Awareness 29 358 + Service Design Breakfast
- 30. But more importantly an empathy for each others skill That’s me Advocate Use more ios stud ign Use s De That’s Peter Purchase ies enc Engagement ag Ad Awareness 30 358 + Service Design Breakfast
- 31. Designers need to work with other disciplines on the wider customer journey Awareness Engagement Purchase Use Use more Advocate Advertising creative Business consultant Product & service designers PR and Media 31 358 + Service Design Breakfast
- 32. Because silos in design create broken and inconsistent experiences for the customer Advocate PR Use more ? ios stud ign Use s De Purchase tail us&re B ies enc Engagement ag Ad Awareness 32 358 + Service Design Breakfast
- 33. Designers working in a silo at IDEO R&D silo 33 358 + Service Design Breakfast
- 34. The best agencies in the world do it like this Awareness Engagement Purchase Use Use more Advocate Advertising creative Business consultant Product & service designers PR and Media 34 358 + Service Design Breakfast
- 35. So don’t be a service designer... S 35 35 358 + Service Design Breakfast
- 36. Be a T - shaped designer that just happens to know a little bit more about services S 36 36 358 + Service Design Breakfast
- 37. Because that’s what companies really need 37 37 358 + Service Design Breakfast
- 38. And also what will help customers fall in love with them 38 38 358 + Service Design Breakfast
- 39. Kiitos. 39