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Service Design Drinks DARK HORSE / OCTOBER 9, 2013 Service Design for Start-ups

Service Design for Startups / Service Design Drinks Berlin

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4th Berlin Service Design Drinks took place at innovation consultancy Dark Horse’s beautiful office space. A short input talk gave an overview on how service design can be applied by start-up companies — and service designers can provide value for their young business. A follow-up exercise made one tool that’s being used more tangible. Afterwards there was plenty of time for conversations and drinks.

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Page 1: Service Design for Startups / Service Design Drinks Berlin

ServiceDesignDrinks

D A R K H O R S E / O C T O B E R 9 , 2 0 1 3

Service Design for Start-ups

Page 2: Service Design for Startups / Service Design Drinks Berlin

Overview

Why?

What?

How?

Exercise

Page 3: Service Design for Startups / Service Design Drinks Berlin

MartinUser Experience,Nokia

KatrinPhD Candidate,University ofPotsdam

Who are we?

OlgaBusinessConsultant

ManuelFreelanceServiceDesigner

Page 4: Service Design for Startups / Service Design Drinks Berlin

The internet economy in Berlin has a higher economic performance than the construction industry.

Why? R E L E VA N C E

Every 20 hours a new start-up is founded in Berlin.

— I B B B e r l i n 2 0 1 3

Page 6: Service Design for Startups / Service Design Drinks Berlin

What? D E F I N I T I O N

“ A 'start-up' is a company that is confused about

who its customers are,

what its product is,

— Q U O R A Top-rated answer for ‘Start-Up’

how to make money.”

Page 7: Service Design for Startups / Service Design Drinks Berlin

What? D E F I N I T I O N

“ A 'startup' is a company that is confused about

who its customers are,

what its product is,

— Q U O R A Top-rated answer for ‘Start-Up’

how to make money.”

Value proposition

User needs

Business Model

Page 8: Service Design for Startups / Service Design Drinks Berlin

What? D E F I N I T I O N

— Q U O R A Top-rated answer for ‘Start-Up’

“ As soon as it figures out all 3 things, it ceases to

be a startup and then becomes a real business.”

Page 9: Service Design for Startups / Service Design Drinks Berlin

How can service design help?

Value proposition

User needs

Business model

• User Research

• Personas

• User Journeys

• Prototyping

• Business Model Canvas

• Service Blueprint

Page 10: Service Design for Startups / Service Design Drinks Berlin

Why & How?

We asked a few start-ups about service design & how they use it

Page 11: Service Design for Startups / Service Design Drinks Berlin

The start-ups

talent-pool that matches people and companies based on cultural fit

visual real-time collaboration tool

cycle-tracking mobile app for women

Page 12: Service Design for Startups / Service Design Drinks Berlin

How do you define service design?

1.

Page 13: Service Design for Startups / Service Design Drinks Berlin

“I consider Service Design to define how our product really works. It‘s not just about [...] features. It‘s about integration of features and behaviour of those within a higher context [...].”

— M A R T I N G U E T H E R Spacedeck

Page 14: Service Design for Startups / Service Design Drinks Berlin

“[...] being honest, we think it is one of several attempts to formalise the language surrounding the most basic design goal. [...]It can be called many things [...] but at the end of the day we consider it to be mainly empathy and responsible design.”

— C O N O R D E L A H U N T Y Somewhere

Page 15: Service Design for Startups / Service Design Drinks Berlin

“I think the problem is most businesses are stuck in Pixeled Service Design, instead of just Service Design. [...] You realize how constraining Digital is if you start thinking about what types of services can be provided by… human beings, bicycles, shopping carts, stairs, trees, lakes, blue skies.”

— M I K E L AV I G N E Clue

Page 16: Service Design for Startups / Service Design Drinks Berlin

Why is service design important for your start-up?

2.

Page 17: Service Design for Startups / Service Design Drinks Berlin

“[...] As a Start-up it is very important to think about your product as a service.”

— M A R T I N G U E T H E R Spacedeck

Page 18: Service Design for Startups / Service Design Drinks Berlin

“[...] At the beginning it helps us to plot and plan the spaces we want to play in and the behaviours we need to support; later it helps us to identify the areas where we are not doing a good enough job as well as some tactics on how to approach solving them. ”

— C O N O R D E L A H U N T Y Somewhere

Page 19: Service Design for Startups / Service Design Drinks Berlin

“We're designing a very personal service for women to understand what's going on in their bodies each month. We can't possibly do that well without keeping a very open mind about how best to do that, both digital and non-digital.”

— M I K E L AV I G N E Clue

Page 20: Service Design for Startups / Service Design Drinks Berlin

What are the most important design tools in your company?

3.

Page 21: Service Design for Startups / Service Design Drinks Berlin

“The people using our service are the biggest source of inspiration for our service. In this case, in-depth conversations, open ears, and open minds are the most important tools.”

— M I K E L AV I G N E Clue

Page 22: Service Design for Startups / Service Design Drinks Berlin

“Personas, Mock-Ups, Click-Prototypes [...]”

— M A R T I N G U E T H E R Spacedeck

Page 23: Service Design for Startups / Service Design Drinks Berlin

“Definitely pen and lots of paper - and talking to people. Thinking of the service in terms of a journey that a real life human will go through, etc. We aren't really formal, we just grab bits and pieces as we go and use the ones that work for us.”

— C O N O R Somewhere HQ

Page 24: Service Design for Startups / Service Design Drinks Berlin

ExerciseLet‘s use a typical start-up tool today

Page 25: Service Design for Startups / Service Design Drinks Berlin

Elevator pitch

Be right on the spot. Pitch your idea

in 30 seconds to a potential investor.

Page 26: Service Design for Startups / Service Design Drinks Berlin

Elevator pitch A S A C O M PA R I S O N

“ Salonmeister is like Qype for hairdressers.”

“ tame is like google for twitter.”

Define your start-up by comparing it to an

established, well-known service.

“ Bloomydays is like a pizza delivery for flowers.”

Page 27: Service Design for Startups / Service Design Drinks Berlin

Elevator pitch A S A S U M M A R Y

Articulate a concise summary of your fav service.

For TARGETCUSTOMER

CUSTOMERNEED

SERVICENAME

MARKETCATEGORY

who

in

that

Unlike

the service

is a

ONE KEYBENEFIT

COMPE!TITION

LOCATION"STREET#

.

.

UNIQUEDIFFEREN!TIATOR

a foodie & chef at homehas way too little time

Kochhaus supermarketBerlin & Hamburg

offers pre-compiled recipesKaisers, Perfetto or Proviant

offers all ingredientsin 1 single shop w/o need running thru the city

Page 28: Service Design for Startups / Service Design Drinks Berlin

Take-away

Page 29: Service Design for Startups / Service Design Drinks Berlin

Learnings

They are pragmatic about the tools and use what works for them

Start-ups apply service design differently

Service design is highly relevant for start-ups

Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project