finpro be inspired ideo
TRANSCRIPT
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Emerging Opportunities for Services
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Hei.
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IDEO helps businesses innovate using design thinking
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We’re 550 people in 12 locations
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We work across multiple industries
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We are human-centred
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We build to thinkWe build to think
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We design with a holistic approach
Viability Feasibility
Desirability
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So, what is a service…
?
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Our definition for today…
Engagement
Time
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The service industry is 70% of our economy*
Services as % GDP in 2010:– Finland 68.1%– EU 72.9%
*
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Yet, people talk about service design as if it’s new
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Decades on and the same things are still broken!
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We are not rewarding our best customers
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The bad news: the competition is every other service experience
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The good news: there’s a huge opportunity to be a service super hero
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We have 3 big themes to share with you today:
123...
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1. Increased complexity2. Shifting power3. Data explosion
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1 Increased complexity
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Everybody is offering everything to add more value
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Brands are using more channels than ever
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Services are based on the organisation’s structure, not the customer’s needs
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So what does this mean for your service?
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Have a clear purposeIn the service of what?1
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Create a hero serviceNot all interactions should be created equal2
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3Make channels complementaryOptimise each one against their unique strengths
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So, how might you cut through complexity?1. Have a clear purpose2. Create a hero service3. Make channels complementary
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2Shifting power
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Consumers are connected in more ways than ever before
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We’re seeing the rise of the amateur service provider
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Services are becoming more collaborative
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People want to take more control of their experience
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People want to be involved in shaping the future of services
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So what does this mean for your service?
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Celebrate the amateurCapitalise on trends towards collaborative consumption1
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Create the theatre not the playLet the customer take control, know when to get out of the way2
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Experiment with your consumersR&D versus transactions3
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So, how might you embrace this shift in power?1. Celebrate the amateur2. Create the theatre not the play3. Experiment with your consumers
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3Data explosion
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People leave a trail of data whenever they interact with services
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The technology people carry around is packed with sensors
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GPS LocationAccelerometerProximity SensorAmbient Light SensorMicrophone
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The data people generate is a window into their behaviour
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So, what does this mean for your service?
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Contextualise dataHelp consumers understand and compare services1
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Make it stickyUse gaming behaviour to drive engagement2
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Leave space for serendipityFind opportunities for new services in data3
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So, how might you design for the data explosion?1. Contextualise data2. Make it sticky3. Leave space for serendipity
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What does this mean for Finpro?
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Design inspiration
Increased complexity
Shifting power
Data explosion
1. have a clear purpose2.create a hero service3.optimise your
channels
1. celebrate the amateur2.create the theatre
not the play3.experiment with
your consumers
1. contextualise data2.make it sticky3. leave space
for serendipity
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If there’s one thing you should remember...
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Put the customer at the heart of what you do
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Kiitos.