Moving beyond product, to design an end-to-end service, that works - PowerPoint PPT Presentation

Moving beyond product, to design an end-to-end service, that works front-to-back

Money is still too hard

Joel Bailey Service Designer Managing Consultant @joelbaileyuk

Thinking Designing about services services

THINKING ABOUT SERVICES

Services make up 80% of UK GDP Yet we still think in a world of ‘product’

Services matter because products are vehicles for service provision. For the experiences and outcomes they give to people.

Normally when we talk about "disruptive" companies, we actually just mean companies that serve people better. They use better technology, they have business models designed for the modern age, they are built around modern consumer expectations. But often there is nothing "disruptive”. Tom Goodwin

70-yrs of product 10-years of product The next 10 years dominant dominant digital of service dominant management thinking thinking thinking The goal is to sell more The goal is a better The goal is to create a mortgages mortgage journey better homeowner A mortgage is a product A mortgage journey is a A business is a service to to be manufactured product to be designed be continually co- and built designed The boss is Head of The boss is Head of The boss is Head of Distribution Product Service

SO HOW CAN YOU DESIGN FOR SERVICE?

COLLABORATIVE VISUAL ITERATIVE… HUMAN-CENTRED IT’S A DESIGN PRACTICE

1. SD looks at the full human range of needs AS A HUMAN TRYING TO BE BETTER OFF TOMORROW THAN TODAY AS A CONSUMER LOOKING FOR THE BEST SOLUTIONS FOR ME AS A CUSTOMER TRYING TO GET THE BEST FROM YOUR SOLUTION AS A USER TRYING TO USE YOUR SOLUTION DAY-TO-DAY

2. Service design asks WHY before HOW AS A HUMAN DESIGN WHY I SHOULD HIRE IT AS A CONSUMER AS A CUSTOMER DESIGN HOW I SHOULD USE IT AS A USER

3. The raw material of SD is people After Before Begin During

4. Service design is pretty old fashioned SCREEN PAPER FACE TO FACE VOICE

5. Service design engineering THE CUSTOMER STORY Is it desirable? THE BUSINESS STORY Is it viable? THE ORGANISATIONAL STORY Is it feasible? THE TARGET CUSTOMER JOURNEY

Purpose-led Design • • Community-oriented Human-centered • • End-to-end Service-dominant • • Commercially robust Growth-focused • • Change-integrated Agile

Joel Bailey @joelbaileyuk