A brief history of...Service Design

London Oslo Rotterdam São Paulowww.liveworkstudio.com

Service Design

A brief history of…

LARVIKBANKEN

1. mai 2023Livework © 2015

Innovasjonsseminaret 2016

Lavrans Løvlie

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Vi jobber over hele verdenFra fire kontorer på tre kontinenter jobber Livework over hele kloden for å bruke vår kunnskap der våre kunder trenger den. Livework samarbeider med mennesker og teams med variert bakgrunn og forskjellige nivåer av ekspertise.

São Paulo

Thai Rail passengers

Brazilian marketeers

Execs in Moscow

US Investment bankers

British medics

Asian lab tech’s

Prime ministers in Oslo

Beirut

RotterdamLondon

Oslo

HVOR VI ER

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Livework © 2013 4

Folk trenger bedre tjenester!

Livework © 2013 9

Forstå brukeradferd

Livework © 2013 1

0

Designe nye opplevelser


Prototype nye interaksjoner


Pilotér nye systemer


Engasjere ansatte og brukere

Grunnleggende modeller

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Brukerens livvsyklus

Livework © 2015

1. Hvilke forventinger har de?

2. Den første opplevelsen

3. Dagligdagse og uvanlige hendelser

4. Hva gjør de etterpå?

16Livework © 2015

Tjenestedesign er et endringsverktøy

Kundens livvsyklus

Livssyklus bruker/transaksjon

Adferd i forhold til sektoren i 5-7 års perspektiv


Analyse av tilfredshet på tvers av kundenes livssyklus

r03.v00 Customer06/03/2013

Potential Unaware Notice Recognise Connect Relevant Research Look for/request info Specify Shortlist Request quote Evaluate Select Decide Negotiate/agree Adjust contract Commit Process Receive Setup Imbed Information Manage policies Make adjustments Admin changes Information Notification Plan and prepare Solicit help/ information New situation Adjust to new situation End of contract Change of need Assess situation Decide Terminate ProcessingBased on CSI Survey & Relevance

Not aware of the risk, products and/or companies the offer insurance products

Get exposed to a brand and or service that (might) have impact on the business

First realises the insurance need via an incident (reactive), unmitigated risk, or ad/ promo

Connects the brand, product or service to a risk and or (legal/ contractual) requirement

Sees the relevance of the service and/or product for its organisation or operation

Look for a package for the benefits/returns, the best risk-reward case

Check/ receive info through brochure/ pamphlets/ calls or visits, word-of-mouth

Consider or filter out which types to product are relevant and needed

Actively qualifies and selects companies to work with based on hard or soft criteria

Receive and negotiate on the quote. Further comparison from other rival offers

Evaluate companies, proposals and offers against expectations or criteria

nth round discussion leads to final selection of companies/ individuals

Choose the company and offer that meets needs, expectations and requirements

Negotiate and agree final terms, costs and conditions

Prepare/adjust contract details according to latest offer and terms

Finalise contract, with discussion & approval from authorised person

Form and paperwork are submitted & processed and receives confirmation

New customer receives info pack, welcome message and other contract related docs.

Enters the insurance contract into its policy and risk management portfolio

Imbed insurance, products and services into business routine and processes

Request/receive information related to products & services, including up- & cross sell

Manage policy, and respond to change in internal/external operating environment

Affect changes such as decrease/ increase risk cover, adjust premium plans etc.

Change in policy, insurance plan, people and handling of insurance account

Request/receive information related to insurance products & services

Receive information about a change, issue or, something requiring (legal) notification

Plan changes in the business that change the business and/or the organisation

Request/receive information or assistance to address the consequences of the change

Notice planned and unplanned changes in business and or operating conditions

Make adjustments to the setup or composition of the contract to reflect the new situation

End of the contract based on contracted period and/or conditions that allow termination

Realise the gap between their needs/ promised services, and actual commitments by provider

Revaluate risk portfolio/costs and assess impact of terminating the contract or buying new one

Decide to stay with current service provider, switch provider or terminate contract

Reach decision to terminate the current contract

Revokes/ends the policy and severs relationship with the provider

Overall Satisfaction 0 2 7 0 2 8 17 5 8 16 14 13 17 17 13 12 14 17 18 16 14 13 16 17 16 17 2 16 2 14 14 15 14 14 12 14

Perception (Trust/ Relationship) 0 0 0 0 0 0 21 0 0 20 20 21 20 21 20 20 22 22 23 21 23 20 22 20 23 22 0 22 0 22 23 23 23 23 23 22

Q2 Overall, how satisfied or dissatisfied are now with Gjensidige?

19 0 0 0 0 0 0 21 0 0 21 0 23 0 23 21 0 25 23 25 21 23 0 23 0 23 23 0 23 0 0 25 23 23 25 25 23

Q3 Imagine an ideal insurance company. How closely to this ideal [reference point] is Gjensidige?

18 0 0 0 0 0 0 0 0 0 20 0 20 0 0 20 0 0 20 20 0 22 20 20 20 22 20 0 20 0 22 20 0 22 20 22 20

Q4 To what extent Gjensidige tend to meet corporate expectations?

18 0 0 0 0 0 0 0 0 0 20 20 20 20 20 20 20 20 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Value-for-Money 0 0 13 0 0 14 26 12 23 24 27 23 29 26 23 27 23 25 26 24 24 24 25 28 26 25 0 22 0 27 26 27 26 26 27 35

Q7 How satisfied or dissatisfied are you with the price you pay for corporate personnel policies?

24 0 0 0 0 0 0 0 0 0 27 29 31 29 29 27 27 0 0 29 0 27 0 29 0 0 27 0 31 0 29 29 31 29 29 27 0

Q8 How satisfied or dissatisfied are you with the price you pay for insurance products?

26 0 0 0 0 0 0 31 0 0 31 34 29 31 29 31 29 0 29 34 29 0 31 29 29 31 29 0 0 0 34 29 34 29 29 0 0

Q10 To what extent are you confident that the insurance contents covers your needs?

19 0 0 0 0 0 0 23 0 0 23 25 21 23 21 23 21 0 21 25 21 0 23 21 21 23 21 0 0 0 25 21 25 21 21 0 0

Q11 To what extent do you believe that Gjensidige's insurance documents are understandable?

29 0 0 0 0 0 0 37 0 35 0 35 0 32 0 0 32 35 37 32 35 32 32 32 35 35 35 0 0 0 35 0 35 0 0 0 35

Q13To what extent do you believe that Gjensidige's newsletters, brochures, product information are

easily understood?11 0 0 13 0 0 14 14 12 12 14 13 12 0 0 13 0 12 14 13 12 13 12 13 0 14 13 0 13 0 12 0 13 0 0 0 0

Q12Over the past 12 months has your company

received newsletters, brochures, product information, etc. from the Gjensidige by mail or

0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Unaware of the insurance products/ services or unaware of risk and benefits Investigate and gather requirements for a specific insurance, or portfolio Requesting and evaluating offers from one or more insurance providers Negotiate price, terms and conditions, sign and activate contract

New CustomerPeriod immediately after signing the contract where the contract is setup

Unaware Aware ContractInterested Consider CancellationTermination policy and, or relationshipBecome aware of the brand, the organisation, the products or service offered In a steady state managing and administering policies and paperwork

Change of SituationChange in the business and/or operating conditions that impact the contract

ReconsiderConsidering changing insurance products and/ or insurance provider


Fra hotspot til intervensjonspunkt

Hot spotMange kunde-henvendelser dreier seg om inkrementelle enkle endringer som kunden i utgangspunktet ønsker å kunne styre selv. Intervensjon

Ved å sende forebyggede oppskrifter tidlig vil behovet for å å ta bli mindre og minske trafikk samt gi brukeren kontroll.

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Livework | Gjensidige © 2014 2

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Et eksempel:Mer effektive oppgjør

Forretningsmål: Hurtigere oppgjør

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24Livework © 2015

Tjenestedesign er et endringsverktøy

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Brukerreisen

Livework © 2015

Hvor kommer folk fra?

Begynnelsen på en relasjon

Daglige hendelser, og spesielle situasjoner

Hva gjør folk etterpå?

Før Begynne Under Etter


-fremtidens Helsehus

Livet leves hjemmeSykehjemsetaten i Oslo

1. mai 2023Livework © 2015

CASE STUDY

27Livework © 2015

Hovedtiltak for bedre rehabilitering

① FORUTSIGBAR & GOD OVERGANG

② TREFFSIKKERT MOTTAK OG TIDLIG AVKLARING

③ MÅLRETTET OPPHOLD

④ TRYGG OG GOD OVERGANG HJEM

Brukerreisen Helsehus

Overordnet beskrivelse av ønsket opplevelse for brukerne

Overordnet beskrivelse av hva tjenestene sammen må gjøre for å møte behovene til brukeren.

Livework © 2015 29

Bevisst Hendelse Avklare Bli mottatt Starte opp Behandles Oppholde Endring Avslutte Hjemkomst Følges opp

Henvisende instans er tydelige på at oppholdet på helsehus vil bli endelig definert i samråd med pasientene selv, samt tverrfaglig team i primær-helsetjenesten. Faste forløp gir forutsigbarhet rundt hva som skal skje videre.

30Livework © 2015

Pilot ved Ryen HelsehusFire ulike pasientopplevelser skulle testes

• Bli møtt i ”døra”

• Få muntlig info

• Tydelig hva som skal skje de neste dagene

• Kartlegging av behov og mål

• Tverrfaglig/tverrtjenestelig møte for å skreddersy oppholdet

• Samtale om tiltak man kan gjøre hjemme for et bedre liv

• Avsluttende tverrfaglig møte for å sikre riktig videreføring og oppfølging

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Helhetlig langtidseffekt av forløpet

Livework © 2015

EFFEKT

Bo i eget hjem

Redusert bruk tjenester

Funksjonsnivå med redusert ressursbruk

Hurtigere funksjonsnivå

Reduksjon i re-innleggelser

Redusert liggetid

De viktigste helhetlige effektene av fremtidens Helsehus er forventet å være:

ST

ST

ST

ST

ST

Høy effekt Medium effekt Lav effekt LT Long term MT Medium term ST Short term

Legend

Helhetlig effekt

Redusert kost off. finansiert botilbud

Kortere opphold i helsehus ST

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Helhetlig langtidseffekt av forløpet

Livework © 2015

EFFEKT

Bo i eget hjem

Redusert bruk tjenester

Funksjonsnivå med redusert ressursbruk

Hurtigere funksjonsnivå

Reduksjon i re-innleggelser

Redusert liggetid

De viktigste helhetlige effektene av fremtidens Helsehus er forventet å være:

ST

ST

ST

ST

ST

Høy effekt Medium effekt Lav effekt LT Long term MT Medium term ST Short term

Legend

Helhetlig effekt

Redusert kost off. finansiert botilbud

Kortere opphold i helsehus ST

Forventet årlig besparelse for Oslo

kommune: 475 MNOK

33Livework © 2015

Gjør kundene til

effektive brukere

Vær vennlig og

imøtekommendeFiks kundens

utfordring første gang

Gi kunden et råd de

ikke visste om

Før Begynne Under Etter

London Oslo Rotterdam São Paulowww.liveworkstudio.com 1. mai 2023

CONTACT

www.liveworkstudio.com

Lavrans Løvlie

Livework © 2015

[email protected]

+47 918 06 139

Service Design – From Insight to implementation

Service Design for Business: A Practical Guide to Optimizing the Customer Experience

Service Design for Business:http://eu.wiley.com/

Service Design:http://rosenfeldmedia.com/books/service-design

Takk!

@lavranslovlie

http://eu.wiley.com/

