An Introduction to Service Innovation

An Introduction to Service Innovation

Katrine Rau [email protected]

@KatrineRau

I love service success stories, and the modern economy is seeing more of them.

Personal TransportationVideo ConsumptionClothing Commerce

Car Key by mynameisharsha

Zip Car Lot on 14th st, Washington DC by Timothy Vollmer

The product utility (the car) is largely the same, but the value of the experience is improved by improving the service.

Zip Car Lot on 14th st, Washington DC by Timothy Vollmer

Shinjuku Tsutaya by Dick Johnson

by Netflix

Video consumption as an experience is relatively unchanged, but the evolved service of delivery improves the experience.

by Netflix

Men Shopping for Clothing Accessories by epSos.de

Zappos Tour by Robert Scoble

The clothing is the same, but the purchasing process is improved to make the experience of finding clothes more enjoyable.

Zappos Tour by Robert Scoble

What do all these services have in common?

ZIPCAR’s service makes it easier to find and utilize personal transporation.

NETFLIX’s service makes it easier to find and consume videos.

ZAPPOS’s service makes its easier and more convienient to purchase clothes.

Serviceis the enabler of these

great product experiences.

Katrine Rau Ofenstein - Desgn.it 2013

What is Service Design?

The act of designing services is not new.

Instead, it’s a choice about where your business wants to focus.

What is Service Design?

Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.

Hillary Cottam

CUSTOMER PEOPLE INFRASTRUCTURE COMMUNICATION AND MATERIAL COMPONENTS

Service Innovation uses design to remove “pain points” from the journey across these touchpoints.

POSITIVE INTERACTIONS

NEGATIVE INTERACTIONS

Service design is a way of focusing on a business challenge or social change opportunity.

Thinking of the service performed by people to people.

I love to travel, an experience full of people, products and services.

Airline travel is a service that I rely on to see my family in Denmark.

Passenger Comforts by Caribb

Alfred Hitchcock’s “The Birds” by papalars

Do travel experiences make you feel this way?

Okay. Let’s talk about airports.

Service research has many different tools, but I would start by asking 3 questions.

Client Workshop by Katrine Rau Ofenstein

What happened before you got to the airport?

All that I am taking with me to China and Thailand for 18 days by Robert Scales

What happened during your time at the airport?

Airport Security Check by balajee

What happened after you left the airport?

Untitled by JoshuaDavusPhotography

BEFORE DURING AFTER

Systems of Services

BEFORE DURING AFTER

PAIN POINTSmay be the result of many individual services not working together.

SIGNATURE MOMENTSare often the result of multiple services working together in harmony.

Service Design is about user insights and understanding what is hidden behind the scene.

PRODUCTS PEOPLE

MESSAGING

SERVICESYSTEMS

INFRASTRUCTURE

How do I apply this to my work quickly and inexpensively?

3 Personas2 Journey Maps3 Critical Service Questions

1 “$10 Innovation Center”

A persona is a fictional character that embodies the key behaviors, attributes, motivations, and goals of a group of real people.

It allows you and your colleagues to create a connection to your users.

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The Meuniers – An Expatriate Family

Marie Meunier 42 Years Old France

Julien Meunier 36 Years OldFrance

Celine Meunier 11 Years Old France

Henri Meunier 5 Years Old France

• A persona is used to create an understanding of the personal characteristics that determine which needs the family would have through the relocation journey with RIM. Considering the needs of personas the additional family support is considered the most important needs to design for through the project. The full persona description can be found in Appendix 14.

The Meuniers are a fictitious expatriate family created as a persona family to for reference purposes in this paper. The persona family takes an offset in the RIM expatriates (See Appendix 11 RIM Expatriates). The methodology for the persona development and the use of Four Pleasure Analysis can be found in Appendix 15 and 16. The RIM employee expatriates represent a specific type of people who have been recruited for the RIM positions. Based on a study made by Rudolph Young for The Chronicle in 2011 the traits of a successful expatriate employee are specifically centered around “the ‘big five’ personality

WHo are tHe primary users and WHat is tHe mental model for tHeusers?

factors: extroversion, agreeableness, openness, conscientiousness, and emotional stability” [Young, 2011]. Young has an MBA degree and a doctorate in organizational psychology [Young, 2011]. If the RIM employees can be considered as successful expatriates the RIM expatriates utilized for interviews and workshops all fall under the “big five” characteristics. Therefore a large selection of personality types can already be deselected. Conducting a segmentation of the users would have less value considering the similarities of the users. Based on this judgement a persona encapsulates the user traits as a whole and can guide the following design phase.

The previously found user needs are seen in relation to the specified RIM relocation journey providing a time-dimension for the user needs (see p. 56-57). The user needs are evaluated through the journey based on how important the needs are at the specific point in time for the persona family.

Ill. 19. The persona expatriate family

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Intimate

Quality Aware

Family values

Explorative

Caring

Socializing

Strong personal relationships

OutdoorzyIll. 20. The characteristics that defines the persona family. The elaborate persona

description is found in the Appendix 12

A journey map visually illustrates a particular persona’s activities over time.

It allows you and your colleagues to consider the use of your service before, during and after.

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In Home Country

Research RIM

Offer from RIMor

Application to RIM

Research Job Location

Pre-destination (3 - 5 months)

Negotiate of Offer

Review Offer Letter Accept Job OfferPre-acceptance Trip

Tax Planning Set Up Bank Account

Home Finding Trip

Set Up Social Insurance Number

In Home Country & Visiting Destination (Waterloo)Departure (2 - 4 months )

Pack Up Household Goods

Move FamilySell House in Home Country

Move into Temp. Housing

Set Up Ontario Health Insurance

In Destination (Waterloo)On Assignment (1 - 6 months)

Move into New House

Exchange Driver’s Licence

Finding Permanent House

Apply for Permanent Residence

Employee Starts Work

Corporate Immigration

Ill. 09. The full relocation journey for the expatriates focusing on the phases; Pre-destination, Departure and On Assignment

Ill. 10. The relocation journey seen step-by-step through the eyes of the expatriates.

Research RIM

Offer from RIMor

Application to RIM


In Home CountryPre-destination

Tax PlanningNegotiate of Offer


Set Up Bank Account

Home Finding Trip


Visiting Waterloo and Packing in Home CountryDeparture






In Destination Country (Waterloo)On Assignment

Move into New House





Pre-destination Departure On Assignment1

1

3

3

2

2

Research RIM

Offer from RIMor

Application to RIM





Set Up Bank Account

Home Finding Trip









Move into New House





Research RIM

Offer from RIMor

Application to RIM





Set Up Bank Account

Home Finding Trip









Move into New House





There are 2 types of journey maps

- today’s journey map- tomorrow’s journey map

The 3 Critical Service Questions


1 ) Why would your customer choose you?



2 ) Why isn’t your service number 1 in your market?



2 ) Why isn’t your service number 1 in your market?

3 ) What are the mistakes that your competitors are making that you can solve better?

THE $10 INNOVATION CENTER (AVAILABLE FOR ANY OFFICE)

Right inside the door by Josh Puetz

1. Why would your customer choose you?

2 . Why isn’t your service number 1 in your market?

3.What are the mistakes that your competitors are making that you can solve better?

PERSONAS3-5 for your key customer segments

TODAY’s JOURNEY MAP

GOOD

BAD

NEUTRAL

TOMORROW’s JOURNEY MAP

GOOD

BAD

NEUTRAL

Low-fidelity collaboration

IDEAS1. Why would your customer choose you?

2 . Why isn’t your service number 1 in your market?

3.What are the mistakes that your competitors are making that you can solve better?

PERSONAS3-5 for your key customer segments

TODAY’s JOURNEY MAP

GOOD

BAD

NEUTRAL

TOMORROW’s JOURNEY MAP

GOOD

BAD

NEUTRAL

Workshop by Katrine Rau Ofenstein

Katrine Rau [email protected]

@KatrineRau