The service (r)evolution is happening today!

The service (r)evolution is happening today!Will your company be part of it?

Edwin Lieftink, Tieto 2009

Service (r)evolution drivers

- The Service economy is boomingProduct companies are changing into service companies by adding services to accompany their products.

- The product market is satisfiedMass production and technological innovation have lead to products that more and more resemble each other. Consumers are taking the basic functionality and basic standerd of quality for granted.

- Technology enables servicesModern technologies like internet, telecommunications, wireless devices working as service enablers. But the true revolution lies in the convergence of these technologies.

- Humans have individual needsDependent on context and situation customers have different needs for the same service. Even a single customer can have different needs on different occassions. These needs clearly go beyond different packaging for the same product.

2 - Service Design, Edwin Lieftink, 2009

The service economy

Commodities > Products > SERVICES > Experiences

CO

MPE

TITI

VE

PO

SITI

ON

Undifferentiated

Differentiated

3 - Service Design, Edwin Lieftink, 2009

The business rationale: Increase customer value through optimized service design

Source: Philip Rosenthal

Customer value

Increaseconversion rate

Leads

Time

Increase totalcustomer value

Improvecustomer loyalty

Decrease cost forcustomer relationshipmanagement

4 - Service Design, Edwin Lieftink, 2009

Service Design: Changing focus point

5 - Service Design, Edwin Lieftink, 2009

Outside-in instead of Inside-out

Focused on TASKS(product, features)

Focused on EXPERIENCES(people, activities, context)

UsersCompany

Service Design: Machine vs. System

The MachineTraditionally Interaction Design is centered on the relation man with a machine or service, where goals and activities are well defined.

The SystemWhat happen if the ‘Machine’ is broken down into a network made of services and distributed applications?

What happens if interaction is not longer based on functional and clear goals, but becomes an open and borderless experience where the main goal is living the experience itself?

Source: Gianluca Brugnoli

6 - Service Design, Edwin Lieftink, 2009

“Service design is the design of the overall experience of a service as well as the design of the process and strategy to provide that service.” - Stefan Moritz

Example: The TomTom experience

7 - Service Design, Edwin Lieftink, 2009

iPhone

Personal Navigation Device

Navigator

Desktop ApplicationMaps

Philips Net TV

Print

Plan a route

Webshop

Show/About

Mobile Media Players

Smart Phone

Live Services

8 - Service Design, Edwin Lieftink, 2009

The TomTom system

iPhone

Personal Navigation Device

Navigator

Desktop ApplicationMaps

Philips Net TV

Print

Plan a route

Webshop

Show/About

Mobile Media Players

Smart Phone

Live Services

8 - Service Design, Edwin Lieftink, 2009

The TomTom system

iPhoneiPh

Personal Navigation Device

Navigator

MMMaps Live ServicesL

ROUTE

Desktop AppDesktop AppDesktop App

Webshop

Show/About

MANAGE

PLAN / BUY / SUBSCRIBE

n Mobile Media Playersedia Players

ne

plicationoplicatiplicati

Plan a route

Smart Phoon

SHARE / EXPLORE

Philips Net TVPhilips Net TV

Print

PUBLISH / VIEW

iPhone

Personal Navigation Device

Navigator

Desktop ApplicationMaps

Philips Net TV

Print

Plan a route

Webshop

Show/About

Mobile Media Players

Smart Phone

Live Services

8 - Service Design, Edwin Lieftink, 2009

The TomTom system

iPhoneiPh

Personal Navigation Device

Navigator

MMMaps Live ServicesL

OUTDOOR

DeDeDe

Webshop

Show/About

srs

hoone

Plan a route

M bil Media Player

Smart Ph

OUTDOOR

Philips Net TVPhilips Net TV

Print

Desktop Appesktop Appesktop App rsrsplicationoplicatiplicati Mobile Media Playeredia Player

LIVING ROOM

INDOOR

Customer journey

9 - Service Design, Edwin Lieftink, 2009

A

B

Customer journey

9 - Service Design, Edwin Lieftink, 2009

A

B

A

B

DIFFERENT

Configurations

Interfaces

Context

Interactions

Results

Plan a route ExploreGoalAdditional

informationRoute Explore

Service touchpoints

S E V I C E D E S I G N

PREPARE TRIP ARRIVAL

CUSTOMER JOURNEY Parking

Mobile

PND

Automotive

Laptop / PC

TV

10 - Service Design, Edwin Lieftink, 2009

Service Design principles

- Many customer journeys are possible, there is NO best way.

11 - Service Design, Edwin Lieftink, 2009

- The whole is more important than the parts, design the system.

- Users are always in the center: they are the protagonist which freely and actively connects the touchpoints.

“Service Design integrates management, marketing, research and design. It acts as an interface and connects organisations and clients in a new way.” - Stefan Moritz

ThanksEdwin Lieftink