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A business case for transformative services A business case for transformative services

Nancy Birkhölzer, @nancybi Melanie Wendland, @melaniewendland Fjord Service Design Academy @fjord

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Transformative?

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Last year in San Francisco Socio-ecological Service Design

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Transformative services are services that change the way individuals or groups behave in order to foster wellbeing and satisfaction of the individual or group.

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Sounds nice, but …

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Transformative services are services that change the way individuals or groups behave in order to foster wellbeing and satisfaction of the individual or group… while providing sustainable business value

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Why should we bother? And what has this to do with service

design?

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Individuals change

Organic

CSR

Carbon Footprint

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Needs of individuals change, too

Food, shelter, safety

Love, belonging, self-esteem

Self-actualization

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Organizations change

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Markets change

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Market opportunities for new products and services change, too

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Society changes

Climate change Aging population

Financial instability

Poor rich gap

Health issues

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Transformative services impact

Individual

Market

Society

Organization

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So where are we now?

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From the experience economy to the economy of transformations…

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REPUTATION CAPITAL

CROWD SOURCING

SLOW LIVING

PROSUMERISM

Signals of transformation

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Designing transformative services

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8 Key ingredients

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Connect to a community

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Key characteristics

Transformation type About

Wheelmap.org – accessibility wiki

“Wheelmap.org is a map with wheelchair-accessible places. Everyone can – like in Wikipedia – access the site via the Internet or iPhone and find, add or edit places.” Transformational aspect Empower people with disabilities & make it fun for them to get around the city like everyone else.

Individual, Society

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Match NEEDS & WANTS

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Key characteristics

Transformation type About

Society, Individual “Kickstarter is a funding platform for creative projects.” Transformational aspect Enable individuals to help individuals to realize their projects.

Kickstarter – co-funding

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Form new habits

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Key characteristics

Transformation type About

Kochhaus – walk-in recipe book

“Kochhaus ist das erste Lebensmittelgeschäft, das sich konsequent dem Thema Selber-Kochen widmet und nicht mehr nach Warengruppen, sondern nach Rezepten sortiert ist.” Transformational aspect Make it easy for people to enjoy healthy home-cooking.

Market, Individual

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Establish platforms

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Key characteristics

Transformation type About

Gidsy – marketplace for services

“Gidsy is a marketplace for authentic experiences. Besides booking fun stuff to do, anyone can host activities.” Transformational aspect Empower individuals to start making money by offering a service based on a personal skill.

Individual, Society, Market

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Empower the individual

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CitiBank, iPad Banking

Banking app that combines traditionally separated banking services into ONE service. Helps customers to explore and compare their own spending with those of others. Key transformational aspect Personal finance management app to empower customers to make smart financial decisions. Key characteristics

Transformation type About

Individual, Organization

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Embed services seamlessly

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Key characteristics

Transformation type About

DriveNow

Car sharing, pay by the minute. No extra costs like fuel or parking. Transformational Aspect Make car sharing so easy and effortless by providing a real alternative to owning a car or using other forms of transportation

Society, Individual

About

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Enable responsible actions

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Key characteristics

Transformation type About

Society, Individual

AlertMe

Stop wasting energy, start saving money Transformational Aspect SmartEnergy gives you real-time and historical visibility of energy use in your home, giving you greater control over your household costs and putting an end to bill shocks once and for all.

About

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Foster co-creation

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Key characteristics

Transformation type About

Spotify – the “anytime” music library

“Eine umfassende, jederzeit verfügbare Musikbibliothek” Transformational aspect Enable access to all music anytime. Shift to “sharing and using” instead of “owning”.

Market, Individual

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Infusing love into services

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“I love my health insurance”

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Measuring success

from Attention to Interest to Desire to

IMPACT

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Businesses!

“Our total revenue this year was 7500

transformations”