Everything is a service

“Everything is a service”

Eastern Europe Mobile Monday summit, Bucharest, 26-‐28 September 2011

@sly

“Evolving to a New Dominant Logic for Marketing” Publication of an award-winning article by Stephen Vargo and Robert Lusch in a 2004 edition of Journal of Marketing entitled Source: http://en.wikipedia.org/wiki/Service_dominant_logic_%28marketing%29

⤑  A new marketing paradigm

⤑  The basis of all exchange is service

⤑  Goods are a distribution mechanism for service provision

⤑  Value is always co-created with the customer

⤑  A service-centered view is inherently customer oriented and relational

⤑  Value-in-use replaces value-in-exchange

But what is a service ? �

Services, as opposed to goods, are: ⤑  Intangible ⤑ Cannot be stored ⤑ Are consumed & produced at the

same Gme ⤑ Are delivered via oHen complex

systems & processes ⤑  Involve people and their

relaGonships

And what is a good service ? �

SERVICE EFFICIENCY Services that help users (customers) to get their jobs done, solve their problems by producing their desired outcome

SERVICE EXPERIENCE And provide them with a good (outstanding) experience across different channels & touchpoints

Understanding the problems users try to solve�

By using design research methods:

Ethnography (or “day in a life” study)



Front-‐line staff interviews



Personas



Co-‐design workshops

"Mapping the jobs to be done�

Source: hSp://www.jey-‐associates.com/pr/Customer-‐CenteredInnovaGonMap_R0805Hp2.pdf

By the way, what is “mobile” ? ��

⤑  Is it about mobile (nomad) use of applicaGons/services such as at a bus stop or while looking for a restaurant in an unknown town?

⤑  Or is it about “mobile” devices such as smartphones, tablets and maybe also an 11” Mac Book Air….. ?

⤑  Or is it about taking your Ipad from the sofa to the toilet to read the news ?

⤑  Or is is it about a mobile channel as part of a service experience ?

⤑ Or are we simply speaking about technology driven service innovaGon & service ecosystems ?

So what about mobile apps ? ��

According to service dominant-‐logic, every mobile app is a service�

⤑  And, increasingly, they are just part of a

service, one touchpoint of a service

⤑  Which means that an app is not an end in itself. The service as a whole must work, regardless of how good the app is. In the eye of the user/customer, it’s just one thing.

⤑  A mobile app schould exactly do what the user expects it to do at a certain Gme, place & context (and not more)

Fitbit: tracking your daily exercise and sleep quality

Source: hSp://www.fitbit.com/

Nike+: Tracking your jogging acGviGes

hSp://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/

Withings: Tracking & monitoring your weight

hSp://www.withings.com/

The Apple Itunes ecosystem

The Dropbox file syncing & sharing ecosystem

www.dropbox.com

Carfinder: A stand alone AR app providing you with the service to find back your car

Source: hSp://itunes.apple.com/us/app/find-‐your-‐car-‐ar-‐augmented/id370836023?mt=8

Source: hSp://servicedesigntools.org/about

Mental models

Service blueprints

Customer journey maps

Customer journey maps

Technology As a driver for mulGple service innovaGon opportuniGes

Today’s technology mulGplies service innovaGon opportuniGes

Technology multiplies service innovation opportunities�

1. Microprocessors 2. Sensors 3. Wireless connecGvity 4. Databases Source: hSp://blogs.hbr.org/cs/2011/09/the_four_technologies_you_need.html

Market & distribuGon innovaGon in services �PlaTorms: a foundaGonal product (or products) which can support an ecosystem of complementary services, support and process methodologies. � -‐> Allows for personalized services individually composed by using standardized modules (apps), and why not pushed (proposed) to the user depending on his context (where he is and what he does) instead of being pulled like today -‐> Provides an increase in service flexibility, efficiency & cost control (only use/buy the features you need)

So what are the challenges ?

Understand people’s mental models and the jobs they try to get done

Design for mulGple devices & interfaces (some without screens) & opGmize the interplay between them: every device & interface has its own limitaGons & capabiliGes

Think the whole service system as one thing (that’s what the customer does !)

In sake for usability & simplicity, only offer the features really needed on different devices at a specific moment, place & context: design for low fricGon & be focused

AnGcipate people’s contextual needs by using all the informaGon available (your phone and other devices or applicaGons know a lot about you !)

RFID chips will soon be embedded in everything from dogs to coffee machines (also replacing QR codes & bluetooth) as NFC enabled phones will become widely available (and not only used for payments)

We’d like to switch between devices, interfaces & even modes without loosing anything & link the physical and the digital world in a more natural way

PEOPLE DON’T WANT TO BECOME TECHNICAL EXPERTS: Make things VERY VERY simple & obvious and anGcipate as much as you can and as much as technology and intelligent coding allows for

How to design more mulG-‐channel services in open formats ? How to set sensible privacy defaults ?

Slide # 4: hSp://www.keystonewaste.ca/sustainable-‐soluGons/service-‐efficiency/ hSp://www.beSerbusinessgrowthfaster.com/creaGng-‐great-‐customer-‐service-‐experience Slide # 5: hSp://itsallaboutyouth.files.wordpress.com/2010/07/ethnography.jpg hSp://www.cxpartners.co.uk/services/ethnography Slide #6: hSp://www.agendani.com/Gme-‐for-‐change-‐edwin-‐poots-‐interview hSp://jobs.ezinemark.com/top-‐jobs-‐with-‐great-‐demand-‐in-‐2011-‐77368e4e7aab.html Slide #7: hSp://www.adapGvepath.com/ideas/a-‐liSle-‐thing-‐about-‐personas hSp://www.blogdetrabajo.com/caracterisGcas-‐de-‐las-‐relaciones-‐laborales.htm Slide#8: hSp://research.nokia.com/page/11390 Slide#9: hSp://www.unplggd.com/unplggd/flickr-‐finds/the-‐most-‐inexpensive-‐ipad-‐stand-‐of-‐them-‐all-‐flickr-‐find-‐118043 hSp://markeGngorlando.wordpress.com/2011/02/04/qr-‐codes-‐what-‐are-‐they-‐and-‐how-‐are-‐they-‐used/ Slide#12: hSp://www.aarp.org/about-‐aarp/mobile/ Slide#16: hSp://www.apple.com/bw/itunes/what-‐is/ Slide#20: hSp://www.boxesandarrows.com/view/alignment-‐diagrams Slide#21: hSp://www.boxesandarrows.com/view/alignment-‐diagrams Slide#22: hSp://www.uxmaSers.com/mt/archives/2011/09/the-‐value-‐of-‐customer-‐journey-‐maps-‐a-‐ux-‐designers-‐personal-‐journey.php Slide#23: hSp://designforservice.wordpress.com/2010/04/18/starbucks-‐experience-‐map/ Slide#28: hSp://www.labnol.org/internet/watch-‐internet-‐videos-‐on-‐tv/12177 Slide#33: hSp://www.hotel-‐online.com/News/PR2008_2nd/Jun08_SignatureRFID.html hSp://nextgenlog.blogspot.com/2011/05/algorithms-‐smart-‐appliances-‐hook-‐to.html Slide#36: hSp://sprachkonstrukt.de/tag/design/

Credits

Thank you ! @sly

Business

Everything is a service