"everything is a service" (redux)
Post on 18-Sep-2014
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My keynote speech at the Italian Information Architecture Summit 2012 in MilanTRANSCRIPT
“Everything is a service” by @sly
? You want that hole !
“Evolving to a New Dominant Logic for Marketing” Publication of an award-winning article by Stephen Vargo and Robert Lusch in a 2004 edition of Journal of Marketing
⤑ A new marketing paradigm
⤑ The basis of all exchange is service
⤑ Goods are a distribution mechanism for service provision
⤑ Value is always co-created with the customer
⤑ A service-centered view is inherently customer oriented and relational
⤑ Value-in-use replaces value-in-exchange
Source: h;p://www.dachisgroup.com/2011/11/everything-‐is-‐a-‐service/
But what is a service ? �
Services, as opposed to goods, are: ⤑ Intangible ⤑ Cannot be stored ⤑ Are consumed & produced at the
same Ime ⤑ Are delivered via oJen complex
systems & processes ⤑ Involve people and their
relaIonships
And what is a good service ? �
SERVICE EFFICIENCY Services that help users (customers) to get their jobs done, solve their problems by producing their desired outcome
SERVICE EXPERIENCE And provide them with a good (outstanding) experience across different channels & touchpoints
Understanding the problems users try to solve�
By using design research methods:
Ethnography (or “day in a life” study)
Understanding the problems users try to solve�
By using design research methods:
Front-‐line staff interviews
Understanding the problems users try to solve�
By using design research methods:
Personas
Understanding the problems users try to solve�
By using design research methods:
Co-‐design workshops
"Mapping the jobs to be done�
Source: h;p://www.jey-‐associates.com/pr/Customer-‐CenteredInnovaIonMap_R0805Hp2.pdf
Source: h;p://servicedesigntools.org/about
Mental models
h;p://www.boxesandarrows.com/view/alignment-‐diagrams
Customer journey maps
Customer journey maps
Service blueprints
Examples of touchpoints
Telephone service Face-‐to-‐face Email Post mail Sales Website Mobile apps Screenless digital interfaces Social media AdverIsing & communicaIon Packaging Support
Company cars Delivery Merchandising WarranIes Invoicing Complaint handling Public relaIons Cleaning Physical environments (stores, corporate buildings) etc.
Technology As a driver for mulIple service innovaIon opportuniIes
Today’s technology mulIplies service innovaIon opportuniIes
Technology multiplies service innovation opportunities�
1. Micßroprocessors 2. Sensors 3. Wireless connecIvity 4. Databases Source: h;p://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html
InformaIon shadows
InformaIon shadows
So what about mobile apps for example ? ��According to service dominant-‐logic, every mobile app is a service. (Devices are service avatars an the apps are their informaIon shadows.) �
⤑ And, increasingly, they are just part of a
service, one touchpoint of a service
⤑ Which means that an app is not an end in itself. The service as a whole must work, regardless of how good the app is. In the eye of the user/customer, it’s just one thing.
⤑ A mobile app should exactly do what the user expects it to do at a certain Ime, place & context (and not more)
Fitbit: tracking your daily exercise and sleep quality
Source: h;p://www.fitbit.com/
Nike+: Tracking your jogging acIviIes
h;p://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/
h;p://www.runtasIc.com
Withings: Tracking & monitoring your weight
h;p://www.withings.com/
The Apple Itunes ecosystem
The Dropbox file syncing & sharing ecosystem
www.dropbox.com
Carfinder: A stand alone AR app providing you with the service to find back your car
Source: h;p://itunes.apple.com/us/app/find-‐your-‐car-‐ar-‐augmented/id370836023?mt=8
MulInchannel, mulIdevice customer experiences are on the rise
Intelligent, connected (smart) devices (IoT)
So what are the challenges ?
• Understand people’s mental models and the jobs they try to get done
• Design for mulIple devices & interfaces (some without screens) & opImize the interplay between them: every device & interface has its own limitaIons & capabiliIes
• In sake for usability & simplicity, only offer the features really needed on different devices at a specific moment, place & context: design for low fricIon & be focused
• AnIcipate people’s contextual needs by using all the informaIon available (your phone and other devices or applicaIons know a lot about you !)
• We’d like to switch between devices, interfaces & even modes without loosing anything & link the physical and the digital world in a more natural way
• Think the whole service system as one thing (that’s what the customer does !)
Case study: Experience design
h;p://www.maya.com/pormolio/carnegie-‐library MAYA Design, Inc. / SouthSide Works, Building 2, Suite 300 2730 Sidney Street / Pi;sburgh, PA 15203 /+1 412-‐488-‐2900
Carnegie Library of Pi;sburgh, a project by Maya design
and thus is a service design project as it dealt with several touch points and the customer journey, but with a strong focus on informaIon architecture.
A strategic design project : interior redesign wayfinding web site and the library catalog
This needs revoluIon, not evoluIon
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Building use scenarios
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Maya described the library informaIon architecture
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Personas follow typical use scenarios
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Breakpoint pa;erns revealed systemic issues
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Bridge the breakpoints
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Redesign of physical space including wayfinding & signage
Carnegie Library of Pittsburgh | Information Environment
A project by MAYA Design, Inc. h;p://www.maya.com/pormolio/carnegie-‐library
Consistent IA across “user interfaces” from website to physical site…
Source: h;p://patwellconsulIng.com/DevelopmentResources/DesignThinkingProcessWorkshop.aspx
Source: h;p://www.maketools.com/arIcles-‐papers/CoCreaIon_Sanders_Stappers_08_preprint.pdf
UX design & Service design • SD is UX beyond the screens • both use overlapping methods &
tools • both are user centered design
disciplines • both follow the design thinking
mindset
Customer experience : TranslaIng these individual disciplines into a business strategy
+ Service design + User experience design + Employee saIsfacIon & empowerment + Certainly more
“There is only one reason for a company to exist: To create value for the customer. Thus, the two most important business funcIons are markeIng & innovaIon.”
Peter Drucker
And thus, if applied holisIcally: Design = Value = Strategy = MarkeIng & InnovaIon
Thank you ! @sly