service design at the hogeschool rotterdam
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Service DesignHoges1048554ool Ro1048567erdam - CMD
15 december 2008
h1048567pclaimidcommarcfonteijn h1048567p
wwwlinkedincominmarcfonteijn h1048567p
wwwxingcomprofileMarc_Fonteijn h1048567p
marcfonteijnjaikucom h1048567pwwwfli1048553rcomphotosmarcfonteijn h1048567pmarcfonteijnhyvesnl
h1048567pwwwlijitcomusersmarcfonteijn h1048567p
twi1048567ercommarcfonteijn h1048567pdelicious
marcfonteijn h1048567pwwwlastfmusermarca1048552ing
h1048567pwwwyoutubecomprofileuser=marcfonteijn h1048567pdiggcomusersmarcfonteijn
(incomplete)
And since a few weeks Irsquom also a cartoon
Who knows mobile monday
h1048567pwwwfli1048553rcomphotosmomoams3007308303400 peoplerode hoed amsterdam
next momo is on feb 2nd
31VOLTS
Irsquom the co-founder of 31Volts a SD studio based in Utrecht Yes we are a Design studioThe big difference from the design studio like you probably know is that we design intangible stuff -- eg services I will tell you more on what we exactly do at 31Volts later on
Design Thinking
Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result[1] Unlike analytical thinking design thinking is a creative process based around the building up of ideas There are no judgments in design thinking This eliminates the fear of failure and encourages maximum input and participation Outside the box thinking is encouraged in this process since this can often lead to creative solutions
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pclaimidcommarcfonteijn h1048567p
wwwlinkedincominmarcfonteijn h1048567p
wwwxingcomprofileMarc_Fonteijn h1048567p
marcfonteijnjaikucom h1048567pwwwfli1048553rcomphotosmarcfonteijn h1048567pmarcfonteijnhyvesnl
h1048567pwwwlijitcomusersmarcfonteijn h1048567p
twi1048567ercommarcfonteijn h1048567pdelicious
marcfonteijn h1048567pwwwlastfmusermarca1048552ing
h1048567pwwwyoutubecomprofileuser=marcfonteijn h1048567pdiggcomusersmarcfonteijn
(incomplete)
And since a few weeks Irsquom also a cartoon
Who knows mobile monday
h1048567pwwwfli1048553rcomphotosmomoams3007308303400 peoplerode hoed amsterdam
next momo is on feb 2nd
31VOLTS
Irsquom the co-founder of 31Volts a SD studio based in Utrecht Yes we are a Design studioThe big difference from the design studio like you probably know is that we design intangible stuff -- eg services I will tell you more on what we exactly do at 31Volts later on
Design Thinking
Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result[1] Unlike analytical thinking design thinking is a creative process based around the building up of ideas There are no judgments in design thinking This eliminates the fear of failure and encourages maximum input and participation Outside the box thinking is encouraged in this process since this can often lead to creative solutions
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
And since a few weeks Irsquom also a cartoon
Who knows mobile monday
h1048567pwwwfli1048553rcomphotosmomoams3007308303400 peoplerode hoed amsterdam
next momo is on feb 2nd
31VOLTS
Irsquom the co-founder of 31Volts a SD studio based in Utrecht Yes we are a Design studioThe big difference from the design studio like you probably know is that we design intangible stuff -- eg services I will tell you more on what we exactly do at 31Volts later on
Design Thinking
Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result[1] Unlike analytical thinking design thinking is a creative process based around the building up of ideas There are no judgments in design thinking This eliminates the fear of failure and encourages maximum input and participation Outside the box thinking is encouraged in this process since this can often lead to creative solutions
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Who knows mobile monday
h1048567pwwwfli1048553rcomphotosmomoams3007308303400 peoplerode hoed amsterdam
next momo is on feb 2nd
31VOLTS
Irsquom the co-founder of 31Volts a SD studio based in Utrecht Yes we are a Design studioThe big difference from the design studio like you probably know is that we design intangible stuff -- eg services I will tell you more on what we exactly do at 31Volts later on
Design Thinking
Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result[1] Unlike analytical thinking design thinking is a creative process based around the building up of ideas There are no judgments in design thinking This eliminates the fear of failure and encourages maximum input and participation Outside the box thinking is encouraged in this process since this can often lead to creative solutions
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotosmomoams3007308303400 peoplerode hoed amsterdam
next momo is on feb 2nd
31VOLTS
Irsquom the co-founder of 31Volts a SD studio based in Utrecht Yes we are a Design studioThe big difference from the design studio like you probably know is that we design intangible stuff -- eg services I will tell you more on what we exactly do at 31Volts later on
Design Thinking
Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result[1] Unlike analytical thinking design thinking is a creative process based around the building up of ideas There are no judgments in design thinking This eliminates the fear of failure and encourages maximum input and participation Outside the box thinking is encouraged in this process since this can often lead to creative solutions
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
31VOLTS
Irsquom the co-founder of 31Volts a SD studio based in Utrecht Yes we are a Design studioThe big difference from the design studio like you probably know is that we design intangible stuff -- eg services I will tell you more on what we exactly do at 31Volts later on
Design Thinking
Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result[1] Unlike analytical thinking design thinking is a creative process based around the building up of ideas There are no judgments in design thinking This eliminates the fear of failure and encourages maximum input and participation Outside the box thinking is encouraged in this process since this can often lead to creative solutions
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Design Thinking
Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result[1] Unlike analytical thinking design thinking is a creative process based around the building up of ideas There are no judgments in design thinking This eliminates the fear of failure and encourages maximum input and participation Outside the box thinking is encouraged in this process since this can often lead to creative solutions
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Sharing
You gain more by sharing -- everything --Sharing provides feedback new ideas energy empathy (people will like you)
Yes there are things you shouldnrsquot share (like yoursquore pinnumber)
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Simplicity
We believe things should be as simple possible but not simpler (einstein)It is very very hard to obtain simplicityWhen yoursquove achieved it it looks so easy and natural
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotoslwr376714352At 31Volts work with people who are t-shaped or t-bone shape as you likeWe believe that itrsquos not enough to be just an expert in 1 field Eg graphic design computer science or ergonomics Itrsquos also not enough to just be creativeYou have to have social mindset project management self learning You have to be curious You have to be an Design Thinker You have to believe that everything starts with people
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
How cool
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
1 why yoursquoll be ri1048554
2 what is SD (and some practical examples)
3 todays assignment
This is the program for todayEvery part should be somewhere between 15 and 20 minutes
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Part 1why yoursquoll be ri1048554
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Part 1why yoursquoll be ri1048554
and happy
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Communication and Multimedia Design
Is it Communication Design and Multimedia Design orCommunication and Multimedia Design
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
why design
Why should we design Isnrsquot it much better and easier to just do stuffWhat are the specific skills that designers have
Ok wersquoll get back to that later on
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
a short trip down memory-lane
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotosbrizzlebornandbred2046784836This guys had it made He had a successful business He knew all his clients The clients were very satisfied what he offered Good value for money and the knew what they were getting If you needed something special the next day this guy would wake up at 3am and make sure it was ready the next day when you stepped inBut a lot has changed
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
wersquove focussed on 2 1048552ings in 1048552e last
century
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
still much more to come nano-tech bio-tech dna assembly
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotos1048552eblueboy2115715749pretty good a standardizing stuffimproving processesgetting the maximum efficiency
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Yes we still do need all 1048552ose smart people
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
But did we forget some1048552ing
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotosdanalogan425912533there has been almost no development in how we look at people
at least not if we compare this to the investements made in technology and management
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
why should we care
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
ldquoWe live in a world where te1048554nology has enabled a multitude of connections and has accelerated 1048552e
pace of 1048554angerdquo-- Aradhana Goel IDEO
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
1048554ange like (hmmm wasnrsquot 1048552is someones quote recently)
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
ldquoShi1048569ing focus from money to currency of a1048567ention reputation
networkrdquo-- Aradhana Goel IDEO
Redefining economic values
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
didnrsquot understand people actually didnrsquot understand the worldI wouldnrsquot say that the financial crisis is caused by this social shift But itrsquos an undeniable example that our world is changing
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotos30778530N042888832311
this is not only the case in the commercial sectoritrsquos the same in the public sector hospitals police (local) government
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
1048552e core of 1048552is social and cultural shi1048569 are
people
Itrsquos not about technology eg web 20 or about management eg six sigmaItrsquos about that wersquore moving to a new era Wersquove left the industrial and information age behind us and are entering the peoplehumanservice era Actually I think wersquore already are there
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Organizations who truly understand people will
come out on top
my prediction is that companies who will master how to excel in being human will be new winners
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
So again why am I telling all 1048552is
Who has made the connection Has anyone figured out why he or she will be rich
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Where is 1048552e money
Where is the money
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
YOU are (educated) designers
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Design is not about making ldquonicerdquo stuff
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Design is not about being extremly creative
h1048567pwwwfli1048553rcomphotosa-mon3085562427
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Design is a process to create value for people
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
This world needs new skills and you have
1048552em
listen to people have an interest in who 1048552ey are immerse yourself in 1048552eir world do it because you believe itrsquos important
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
One more 1048552ing
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotosjonrogers2434962574
now usually at this moment someone raises his hand and asks ldquoMarc yoursquore telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuelrdquo Good point so do IWe have to look at what the primary economic offering is in this case its just petrol Nothing more nothing less Itrsquos a basic commodity and you want them as cheap as possible
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotostonwesseling2214509996Who doesnrsquot know the coffee company Itrsquos the dutch starbucksCan anyone tell me what yoursquore buying hereYoursquore buying ldquofun-timerdquo relaxation Yoursquore NOT buying coffee
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
fuel = fun
Itrsquos a big difference between paying for fuel or for fun
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Q amp A
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Part 2what is Service Design
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
A service is made up of 3 1048552ings wersquove seen
before
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Service
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Te1048554nology
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Service
Te1048554nology
How do we do it
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Business
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Service
Te1048554nologyBusiness
processShould we
do itHow do we
do it
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Peopleh1048567pwwwfli1048553rcomphotossverreb2722763403
Not only the people who provide the service but also the people who use the service
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Service
Te1048554nologyBusiness
People
process
productbrand
Should we do it
How do we do it
What do 1048552ey want
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Service + Design
So why should we design services
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
its not 1048552at hard design creates be1048567er
services
Wersquove said it on one of the first slides
You have a different primary focus when you design people
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
1048552ink espressobar againDesigners you are the ones who can add value thereYou wonrsquot be the ones creating the best coffeeBut you are the ones who understand how to look at people and design the experience that suits theyrsquore needAnd donrsquot be fooled it goes way beyond the color of the chairs
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
h1048567pwwwfli1048553rcomphotostpoholmes375953694better experience = more economic value
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
time for a videoh1048567pwwwyoutubecomwat1048554v=rYKMSAEaDik
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
How does all 1048552is relate to CMD
So has this made sense
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Design is a process to create value for people
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Design at 1048552e level of policy and ideology
Design at 1048552e level of process and system
Design at 1048552e level of form and
detail
The design field is growing
The design proces can be applied to more than form and detail
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
your design skills can take you way beyond a
(computer) interface
Think beyond web services mashups mobile applications google maps etc etc
What would you do to change an hospitalHow would you improve your local government
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
donrsquot forget about products
focus on services
Good product designers are being educated right now in India Brazil and China
Services are much more embedded into an local culture The design of services is therefore almost impossible to outsource
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
ba1048553 to 31Volts
Ok after hearing all this you now probably wonder what is that you guys actually do at the 31Volts studio
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
our design proces(you should know 1048552is)
Well like I said before we design And a lot of the things we do should be pretty familiar to youLetrsquos take a closer look
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
1 Resear1048554We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
1 Resear1048554
user interview
shadowing
cultural probes
creating personarsquos
contextmapping
photostudyrsquos
We do a lot of research insight gathering and analys Some people do quantitive market research some to trend analysis We try to focus on the actual life of people Getting to know who they are what is important to them We design all kinds of tools to get these insights Especially because there is a difference between what people SAY and what people DOSo this is all about getting out on the street doing interview taking photos creating personarsquos mapping the context etc etc
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
2 Concept DevelopmentWe do a lot of concept development
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
2 Concept Development
sket1048554ing
storyboards
scenariorsquos
moodboards
brainwriting
We do a lot of concept development
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
3 PrototypingPrototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
3 Prototyping
playacting
storytelling
lo-fi moddeling
virtual reality
Prototyping intangible things like experiences is somewhat a new field of expertiseWe use storytelling playacting create physical models
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
4 Implementation
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
4 Implementation
service blueprints
service evidence overview
implementation plans
training programme
business plans
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Q amp A
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Part 31048552e assignment
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
The homework
who has made more than 3 5 10 photosWhat did you photograph what was positive and negative
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Todays assignment
Create a Customer Journey Map
One small step in the whole design process Itrsquos a tool to get insight in the current experience and identify gaps and opportunaties
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Why
Holistic view on experiences
Itrsquos an research step to identify gaps and opportunities in an existing experience
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
2 1048552ings you need to know
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
journeys amp tou1048554points
Who is familliar with the term touchpointsFysiek virtual human
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Case
1048552e trainride (simplified)
1 learn
2 plan
3 enter
4 ti1048553ets
5 wait
6 board
7 travel
8 arrive
9 continue
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
remember tou1048554points can be physical virtual
or human
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
your result could look some1048552ing like 1048552is
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Q amp A
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Did you know
31Volts has internships
Yes wersquoll make you into a cartoon too and let you work on cool projects
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
Thanks marc31vnl
h1048567ptwi1048567ercommarcfonteijn
+31 6 48 37 29 04
A1048567ribution-Noncommercial-Share Alike 30 Ne1048552erlands
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
live rating
Now wersquore going to do an total anonymous rating of the presentation yoursquove just seenWho grades this presentation lower than a 5Who grades this pres a 6 7 9 10
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