Presentation by James Samperi of Engine Service Design at the Creativity Means Business Symposium, at the Hogeschool, Utrecht

1. Designing Services
Service Design
In pursuit of better
Oliver King | co-founder Engine
James Samperi | Engine Service Design
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

2. …you’re what!?
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

3. A design trained, research-
led, strategically minded,
collaborative, individual,
team player focused on
Oliver King | co-founder Engine
delivering profit, value, joy,
relief, usability, and rigor
time and again
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

4. …you do what!?
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

5. …design and help
implement better
services that result in
Oliver King | co-founder Engine
happier customers
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

6. A bit about Engine
Service Design…
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

7. Insight. Idea. Action
People-led innovation
for service business
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

8. Insight. Idea. Action
Strategies on the frontiers of service
design demand a blend of creativity and
discipline…What's important is the
Service Design
execution: the alignment of the right idea,
the right team, the right development
process, the right leadership, the right level
of risk management, the right target, the
right time to market’
Business Week, 2008
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

9. Innovation is the
successful exploitation
of a new idea
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

10. We plan and run
creative and
collaborative service
design projects
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

11. We innovate and
design services
for people, with
people
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

12. Where co-creation
happens
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

13. Design is the process
of making things
better for people -
Oliver King | co-founder Engine
more useful, usable
and desirable
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

14. The application of
design tools,
techniques and
thinking to service
Service Design
challenges, either to
improve existing
services or to create
new ones.
Service Design, Wikipedia
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

15. Service Design
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

16. Service is the act of
Oliver King | co-founder Engine someone to
helping
do something
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

17. Helping children to
get more from
school
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

18. Helping motorists
get home safely
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

19. Helping local
governments provide
better public services
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

20. Helping passengers
feel safe and in
control
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

21. Helping passengers
feel safe and in
control
Under cover
Service Designer!!
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

22. ‘Tackling complex
organisational
Service Design
challenges'
Oliver King | co-founder Engine
Or… ‘designers in
weird places’
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

23. Running service
strategy programs
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

24. Dealing at the
level of policy
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

25. Working on the
front line
Service Design
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

26. Working on the
front line
Service Design
Oliver King | co-founder Engine
Under cover
service designer!!
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

27. Training and
behaviour
Service Design
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

28. Aiding
Implementation
Service Design
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

29. Strategy
The translation space
Experience
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

30. Service design is the
act of identifying and
leveraging customer
Oliver King | co-founder Engine
value for the good of
the user and provider
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

31. ‘…don’t be evil’
Oliver King | co-founder Engine
Courtesy of Google
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

32. Speeds up queues
Reduces cost to serve
Focus on different
aspects of the offer
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

33. Customer value
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

34. Good service cannot be reduced to
nothing more than an
efficient operation: its value lies in the
less tangible sense that the
service is supporting you, meeting your
needs’
S, Parker, J, Heapy ‘Journey to the interface’ 2006
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

35. Value
The aspects that are
of upmost importance
to a successful and
pleasurable outcome
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

36. Sometimes value
is self-evident
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

37. Sometimes value
needs to be uncovered
and then created
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

38. But value is a
moving target as
behaviour and
expectation is
always changing
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

39. ‘Free shipping’
‘As many pairs as you
like’
‘A stock of 4,000,000’
‘12 months returns policy’
‘Real people dealing with
your calls…and not in
India!’
‘2,000 dollars to quit!’
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

40. From buying stuff to
doing stuff – Power of the
platform
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

41. The re-emergence
of the collective ‘me’
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

42. The re-emergence
of the collective ‘me’
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

43. The re-emergence
of the collective ‘me’
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

44. Value also depends
on who and where you
are…
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

45. Service value depends
on who and where you
are…
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

46. Value also depends
on who and where you
are…
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

47. Service value depends
on who and where you
are…
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

48. Sometimes means
thinking broader than the
industry and immediate
problem…people have
service portfolios!
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

49. ‘Why can’t my garage
allow me to pay on
line like my bank?’
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

50. People are changing faster than
organisations are. Decades of expanding
choice and growing wealth have left
people looking for more than simply
quality products and services. The
search for meaning and recognition,
autonomy and control is a defining part
of our collective psyche in the twenty-
first century.
S, Parker, J, Heapy ‘Journey to the interface’ 2006
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

51. Value for the service
provider
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

52. …so how do we
measure value to the
service provider?
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

53. Increased acquisition | take up
Increased retention | continual use
Brand preference
Reduced acquisition costs
Reduced costs to serve
Differentiation | effectiveness
= ROI
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

54. ‘70% of business
comes from
customers coming
back’ Tony Hsieh CEO Zappos
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

55. Why such a
revolutionary idea?
‘You don’t see the pay
off right away you see
it 2 or 3 years down
the line’ Tony Hsieh CEO Zappos
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

56. ‘The first customer
defection is at least 75%
more expensive than the
last. An early-adopter
who defects is worth
more than $800’
‘What is the true value of a lost customer?’ J Hogan, K Lemon, Sage Journals, 2008
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

57. Challenges
Service Design
Oliver King | we faceEngine
co-founder at Engine Service Design
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

58. Service Design some
Here’s things
Oliver King | co-foundercan only talk
we Engine
about a bit
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

59. PREMIUM CAR
MANUFACTURER
NEEDS TO OVERHAUL
ITS AFTERSALES
Oliver King | co-founder Engine
BUSINESS TO
COMPETE
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

60. …unrivalled quality,
expertise and level of
personalised service
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

61. NATIONAL AIRPORT
GROUP WANTS TO MOVE
FROM INFASTRUCTURE
TO VALUED SERVICE
Oliver King | co-founder Engine
BRAND
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

62. …a fluid set of roles
that enhance the
experience the flying
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

63. LOCAL COUNCIL
WANTS TO DEVELOP
BETTER PUBLIC SERVICES
BY BUILDING A CULTURE
Oliver King | co-founder Engine
OF INNOVATION
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

64. …building a social
innovation lab and
showing that it works
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

65. Things we can talk
Service Design
more about…
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

66. CREATE AN AIRPORT
EXPERIENCE IN LINE
WITH THE AIRLINE’S
REPUTATION FOR
Oliver King | co-founder Engine
UNRIVALLED
ONBOARD SERVICE
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

67. ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

68. Uncovering value and
needs during user
research
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

69. Co-creation sessions
with front line staff
and customers
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

70. Understanding the
Engaging with existing
current service
service systems
delivery
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

71. Building frameworks
and strategy for the
deliver of new service
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

72. VALUE: SPEED
CONVENIENCE AND
EASE AT CHECK IN
Oliver King | co-founder Engine
Upper Class | Economy Class
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

73. VALUE: THE FIRST 10
METRES & HELP ME,
HELP MYSELF
Oliver King | co-founder Engine
Economy Class
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

74. THE SERVICE
Oliver King | co-founder Engine
Economy Class
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

75. Clear orientation
‘Terminal within a terminal’
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

76. Oliver King | co-founder Engine
Distributed self
serve
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

77. Oliver King | co-founder Engine
Staff as active
support
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

78. Oliver King | co-founder Engine
Repacking area
For those who choose
not to pay
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

79. Oh….
passengers really liked it
Oliver King | co-founder Engine
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

80. “Passengers are voting with their
feet and switching to us in their
droves… with an innovative new
approach, which cuts journey time
for all | passengers and improves the
Oliver King co-founder Engine
customer experience, we definitely
have a winning formula”
Steve Ridgway, Chief Executive of Virgin Atlantic
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

81. VALUE: NO CHECK IN
AT ALL!
Oliver King | co-founder Engine
Upper Class
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

82. Dedicated drop off
Building frameworks
Area and service
and strategy for the
wing of new service
deliver
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

83. Kerbside weighing
and payment
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

84. Control centre
Escorted through
check in on route
to security
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

85. Control centre
check in on route
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

86. Have a total
understanding of the
service but build a
strategy around
customer value
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

87. Bring the
journey alive
And keep it at the
Centre of your
thinking
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

88. Keep service users
and providers involved
early and throughout
the process
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

89. Keep service users
and providers involved
early and throughout
the process
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

90. Make ideas tangible –
try them out and run
real people and
stakeholders through
them
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

91. Make ideas tangible –
try them out and run
real people and
stakeholders through
them
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

92. Create ways of
maintaining the
consistency but
allowing continued
innovation and
evolution
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

93. Create ways of
maintaining the
consistency but
allowing continued
innovation and
evolution
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

94. Appreciate services have distinct
characteristics
Value Systems
Proposition
People
Journeys
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

95. Occur over time
Involve multiple touch points
Can be experienced in different
ways by different people
Should offer consistency but still
evolve
Are dynamic and intangible
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009

96. Designing Services
In pursuit of better
Have a nice day!
james@enginegroup.co.uk
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009