Introduction on Service Design for Jam in Milan-Global Service Jam 2013

1. Introduction to
Service design
jaminmilan 2013
TW: @melavsmela #GSJ13

2. Overview
+ what is service design
+ what is product
+ what is service design process & tools
Jaminmilan-GSJ13

3. Service design?
How Emerged
Product
Design
Interaction
Design SD
User-Centric Practice
Jaminmilan-GSJ13

4. To achieve a task
Values
buy products?
Why do we
Products
Jaminmilan-GSJ13

5. Values
Actions
offered by a system of
Interactions
Objects
Jaminmilan-GSJ13

6. product?
Is this just a
Amazon Kindle Fire
Jaminmilan-GSJ13

7. “We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
Jeffrey Bezos- founder, president, CEO and Chairman of the board Amazon.com
Jaminmilan-GSJ13

8. Interactions
+
Actions
+
Objects
touchpoints
through which customer interacts with the service
Jaminmilan-GSJ13

9. services
Designing
Design the experience
Map the activity
Define the interaction
Jaminmilan-GSJ13

10. Design process
“Design process”
described in IDEO
toolkit for educators
Jaminmilan-GSJ13

11. MARKETING
IT
&
OPERATIONS
DESIGN SALES
departmentS
Collaboration among
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12. MARKETING
IT&
OPERATIONS
DESIGN
SALES
a holistic approach
CUSTOMER
ANALYST
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13. principles
Service Design
1) user centered
2) co-creative
3) sequencing
4) evidencing
5) holistic
source: M. Stickdorn-J.Schneider
“This is service design thinking”
Jaminmilan-GSJ13

14. tools
Service Design
Stakeholder Maps
Service Safaris
Shadowing
Customer Journey Maps
Contextual Interviews
The Five Whys
Expectation Maps
Personas
What if..
Design Scenarios
Storyboards
Desktop Walkthrough
Co-Creation
Storytelling
Service Blueprints
Business Model Canvas
source: M. Stickdorn-J.Schneider
“This is service design thinking”
Jaminmilan-GSJ13

15. a customer journey...
“Nivea Inside”-
G. Baron,V. Grauso,
D. Schor, He Xin
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16. A trip starts and ends at home
Plan the vacation Book the vacation
Transfer to the airport/rail station/bus station
Pack
Waiting Rooms
Travel Transfer to destination Accommodation in hotel
Transfer
TravelWaiting Rooms Transfer home
Activities (....) Collecting memories Pack
Organize Memories ....
Jaminmilan-GSJ13

17. stop talking,
start doing,
let’s jaam!
And now..
Jaminmilan-GSJ13