The Product Is Not Enough: Deliver Memorable Experiences With Service Design Primož Mahne 3 IN 4 VSA PODROČJA IZOBRAŽEVANJE ZA PROJEKTNEGA IN PROCESNEGA MANAGERJA Operativni, taktični in strateški nivo
The Product Is not Enough: Deliver Memorable Experiences With Service Design
Aug 21, 2015
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The Product Is Not Enough: Deliver Memorable Experiences With Service Design Primož Mahne
3 IN 4VSA PODROČJAIZOBRAŽEVANJE ZA PROJEKTNEGA IN PROCESNEGA MANAGERJAOperativni, taktični in strateški nivo
the original
the copy
Service Design ≠
42
1. We Are Willing to Pay Premium for Great Experiences
8
This advert allegedly appeared in New York Times recruiting men for the first ever expedition to Alaska (1910).
Joseph Pine, James Gilmore: The Experience Economy
COMMODITIES
GOODS
SERVICES
EXPERIENCEShigh
differentiation
low differentiation
price premiumprice war
Izobraževanje Intra Lighting, 18. december 2013
McLaren P1 GTR / Buy a Car, Get a Racing Driver Experience
10Source: cars.mclaren.com
2. Plan A: Always Have a Plan B
Time
Service Recovery Paradox
Cu
stom
er S
atis
fact
ion
“Fuck-up” Service recovery
Customers with service failure and successful recovery
Customers without service failure
Izobraževanje Intra Lighting, 18. december 2013
Ritz Carlton / Every Employee: 2.000$ Budget “To Make It Right” in Case of Service Failure
14Vir: cars.mclaren.com
Izobraževanje Intra Lighting, 18. december 2013 16
It Has Never Been So Easy to Lose Reputation
…Or To Win It.
…Or To Win It.
3. Every Product Has a Service Component
Izobraževanje Intra Lighting, 18. december 2013
Volvo / Ecosystem for New Services
20Vir: cars.mclaren.com
Rolls-Royce / Power-by-the-hour
22
4. Always Start With the User
Imagine two persons:
• born in 1948 in Great Britain, • married, successful and wealthy, • have at least two kids, • both love dogs, • their favourite vacation destination is in the Alps.
Source: Stickdorn, Schneider, This Is Service Design Thinking
Source: Stickdorn, Schneider, This Is Service Design Thinking
…Obviously, demographics don’t work:
Izobraževanje Intra Lighting, 18. december 2013
ProRail / Solving Users’ Real Problems
26
5. Discover User Insights With Design Research
“If I had asked people what they wanted, they would have said faster horses.” Henry Ford, Founder of Ford Company
A lot of times, people don't know what they want until you show it to them." Steve Jobs, Apple
Design research
Market research ≠
DESIGN RESEARCH ≠ MARKET RESEARCH
Market research Design research
what/who? why/how?
what people will buy why they will buy it
stat. large sample small sample
wide insight focused insight
business decisions innovation, R&D, iterations
quantitative: numbers qualitative: behaviour
looking back looking forward
at the end of the project beginning of the project begins
Users evaluate
33
We assume, we know users’ needs
ProductionMarket launch
Corrections, corrections!
Prototype solutions
Iterate, test, improve
Market launch
Chances for success improved
Design process based on assumptions
Design process based on user insight
We ask users for insights
6. Design the Entire Experience
35
0% 20% 40% 60% 80% 100%
Companies: “We offer a great experience”
Users: “Yes, I agree”
Source: Bain Customer Led Growth diagnostic questionnaire
There is Definitely Room for Improvement:
PRE- PURCHASE
EXPERIENCE
Vir: Design Management Institute Review
POST- PURCHASE
EXPERIENCE
PURCHASE EXPERIENCE
BRAND TOUCHPOINTS
7. When Multinational Companies, Consulting Firms and the US Army Start Using it, You Know It Really Works.
US Army / Design Thinking Is Part of the Official Doctrine
Thanks.
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