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

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

Feb 08, 2023 215 likes •418 views

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

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

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Money is still too hard

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Joel Bailey

Service Designer Managing Consultant @joelbaileyuk

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Designing services Thinking about services

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THINKING ABOUT SERVICES

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

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

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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

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70-yrs of product dominant management thinking 10-years of product dominant digital thinking The next 10 years

  • f service dominant

thinking

The goal is to sell more mortgages The goal is a better mortgage journey The goal is to create a better homeowner A mortgage is a product to be manufactured A mortgage journey is a product to be designed and built A business is a service to be continually co- designed The boss is Head of Distribution The boss is Head of Product The boss is Head of Service

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SO HOW CAN YOU DESIGN FOR SERVICE?

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HUMAN-CENTRED COLLABORATIVE VISUAL ITERATIVE…

IT’S A DESIGN PRACTICE

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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

  • 1. SD looks at the full human range of needs
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AS A HUMAN AS A CONSUMER AS A CUSTOMER AS A USER

DESIGN HOW I SHOULD USE IT DESIGN WHY I SHOULD HIRE IT

  • 2. Service design asks WHY before HOW
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  • 3. The raw material of SD is people

Before Begin During After

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  • 4. Service design is pretty old fashioned

SCREEN PAPER FACE TO FACE VOICE

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  • 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

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Purpose-led Design

  • Human-centered
  • Service-dominant
  • Growth-focused
  • Agile
  • Community-oriented
  • End-to-end
  • Commercially robust
  • Change-integrated
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Joel Bailey

@joelbaileyuk