Guest Lecture at HKU University of the Arts Utrecht

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amsterdam berlin san francisco stuttgart

good morning!

Guest lecture Hogeschool voor de Kunsten Utrecht 25 september 2012

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We are a Northern European agency for strategy, design and communication. We work in Amsterdam, Berlin, Stuttgart and San Francisco and have alliance partners in London and Stockholm.

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We are designers, thinkers, developers, writers, storytellers, producers. We are 100 people from 15 nationalities.

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two projects and a methodology

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Utrecht City Theatre

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Reflectivecontemplation reverieratio

Scintillatingpassion experienceemotion

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Theater Opera Dance

Music Youth Cabaret

Seasonal campaign2010/2011

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Seasonal campaign2011/2012

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Seasonal campaign 2012/2013

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Sentres

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User centered design process

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Service Design

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IdeateInspire Implement

Explore needs & opportunities

Explore ideas & experiment

Develop prototypes & improve

Define challenge

Define insights

Define concepts

Define results

Our service design process

Internal communication strategy, presentations and workshops

SupportRoll-out

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Service design toolbox

- Persona's / character profiles - Customer journey mapping - Customer awareness workshop - Task analysis - Touchpoint matrix - Task script / use case scenario - Customer brand / touchpoint map - Service blueprint - Customer lifecycle - User story valueing - Paper prototyping - Mind mapping - Usability & acceptance testing - Customer safari - Story telling / story boarding

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Service design toolbox

- Persona's / character profiles - Customer journey mapping - Customer awareness workshop - Task analysis - Touchpoint matrix - Task script / use case scenario - Customer brand / touchpoint map - Service blueprint - Customer lifecycle - User story valueing - Paper prototyping - Mind mapping - Usability & acceptance testing - Customer safari - Story telling / story boarding

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Customer journey mapping

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Customer journey mapping

– Visualisation of a customer centered service experience – A journey along all touchpoints of a process – Brought to life with pictures, thoughts and actions of customers – Helps to map intentional and unintentional effects

2Over service design 21.10.2010

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Customer journey: channel mapping


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Customer journey: visual overview


THE OTHER GUY WAS CLUELESS. YES I KNOW YOU HAVE A LOT OF MUSEUMS IN AMSTERDAM! TOLD HIM I WOULD LOVE TO MAYBE GO SOMEWHERE FOR A DAY WITH MY GIRLFRIEND AND SEE SOME VAN GOGH PAINTINGS. NOTHING. THE BROCHURES WERE ALSO USELESS.

JACOB (19) art student from Prague, on holiday in Amsterdam

LOVES VAN GOGHJacob is a Van Gogh enthusiast. He has already seen the museum in Amsterdam and would love to see more from his favourite artist anywhere in this country.

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THEY WENT ON WIKIPEDIA OR SOMEWHERE AND TRIED TO LOOK UP ANY PLACES IN THE NETHERLANDS THAT HAD SOMETHING TO DO WITH VAN GOGH. FOUND ONLY HIS BIRTH HOUSE.

As usual, I think the internet will have more

answers.

I THOUGHT THEY COULD HAVE SOME INFORMATION OVER ON THE VAN GOGH MUSEUM WEBSITE. THEY DON'T.

TRIED SEARCHING FOR “VAN GOGH NETHERLANDS MUSEUM”. ONE OF THE RESULTS AT THE BOTTOM OF THE FIRST PAGE IS THE KRÖLLER-MÜLLER MUSEUM WHILE THE OTHER ONES ARE CLEARLY NOT MUSEUM OR GALLERY WEBSITES. HOWEVER, THE DESCRIPTION IS IN DUTCH. LOOKS PROMISING ANYWAY.

THE ENGLISH BUTTON WAS EASY TO FIND. HOWEVER, I HAD TROUBLE FINDING OUT THEY HAVE VAN GOGH ON DISPLAY. YES, IT'S IN THE MAIN DESCRIPTION, BUT THAT'S TUCKED AWAY ON THE RIGHT SIDE OF THE PAGE WITH SOME BOXES THAT LOOK A BIT LIKE ADVERTISEMENTS.

IN ORDER TO REACH THE MUSEUM, I WILL HAVE TO MAKE MY WAY THROUGH A PARK BY USING FREE WHITE BIKES. THAT'S VERY COOL. I WONDER WHY THEY DON'T PUSH THAT MORE.

I wonder if there’s a place to see more of Van Gogh in the

Netherlands. Let’s start with tourist centres...

I NEED TO GET TO THE MUSEUM BY PUBLIC TRANSPORT FROM AMSTERDAM. SEEMS LIKE THEY HAVE TRANSPORT DIRECTIONS ONLY FROM CITIES AROUND, NOT ALL THE WAY FROM HERE.

CLICKED ON THE LINK FOR PUBLIC TRANSPORT TRAVEL INFORMATION THAT WAS ON THE WEBSITE. I CAN'T EVEN SEE WHAT TIME THERE IS ENTERED IN THAT SMALL LITTLE BOX.

SUGGESTION: MAKE THE MUSEUM MORE INTERNET-SEARCHABLE.

SUGGESTION: HAVE A GOOGLE MAP ON THE WEBSITE.

SUGGESTION: LINK TO THE NEW 9292.NL PLANNER, NOT THE OLD ONE.

SUGGESTION: PUT BROCHURES ABOUT KRÖLLER-MÜLLER INTO TOURIST CENTRES AROUND AMSTERDAM

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Customer journey: visual overview


THE OTHER GUY WAS CLUELESS. YES I KNOW YOU HAVE A LOT OF MUSEUMS IN AMSTERDAM! TOLD HIM I WOULD LOVE TO MAYBE GO SOMEWHERE FOR A DAY WITH MY GIRLFRIEND AND SEE SOME VAN GOGH PAINTINGS. NOTHING. THE BROCHURES WERE ALSO USELESS.

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THEY WENT ON WIKIPEDIA OR SOMEWHERE AND TRIED TO LOOK UP ANY PLACES IN THE NETHERLANDS THAT HAD SOMETHING TO DO WITH VAN GOGH. FOUND ONLY HIS BIRTH HOUSE.

I THOUGHT THEY COULD HAVE SOME INFORMATION OVER ON THE VAN GOGH MUSEUM WEBSITE. THEY DON'T.

TRIED SEARCHING FOR “VAN GOGH NETHERLANDS MUSEUM”. ONE OF THE RESULTS AT THE BOTTOM OF THE FIRST PAGE IS THE KRÖLLER-MÜLLER MUSEUM WHILE THE OTHER ONES ARE CLEARLY NOT MUSEUM OR GALLERY WEBSITES. HOWEVER, THE DESCRIPTION IS IN DUTCH. LOOKS PROMISING ANYWAY.

THE ENGLISH BUTTON WAS EASY TO FIND. HOWEVER, I HAD TROUBLE FINDING OUT THEY HAVE VAN GOGH ON DISPLAY. YES, IT'S IN THE MAIN DESCRIPTION, BUT THAT'S TUCKED AWAY ON THE RIGHT SIDE OF THE PAGE WITH SOME BOXES THAT LOOK A BIT LIKE ADVERTISEMENTS.

IN ORDER TO REACH THE MUSEUM, I WILL HAVE TO MAKE MY WAY THROUGH A PARK BY USING FREE WHITE BIKES. THAT'S VERY COOL. I WONDER WHY THEY DON'T PUSH THAT MORE.

Why is there not a map on the website? Sorry, GPS coordinates won't do.

I NEED TO GET TO THE MUSEUM BY PUBLIC TRANSPORT FROM AMSTERDAM. SEEMS LIKE THEY HAVE TRANSPORT DIRECTIONS ONLY FROM CITIES AROUND, NOT ALL THE WAY FROM HERE.

CLICKED ON THE LINK FOR PUBLIC TRANSPORT TRAVEL INFORMATION THAT WAS ON THE WEBSITE. I CAN'T EVEN SEE WHAT TIME THERE IS ENTERED IN THAT SMALL LITTLE BOX.

Man, this website looks like a place for either

children or really old people. Strange.

SUGGESTION: MAKE THE MUSEUM MORE INTERNET-SEARCHABLE.

SUGGESTION: HAVE A GOOGLE MAP ON THE WEBSITE.

I have to change three times?

SUGGESTION: LINK TO THE NEW 9292.NL PLANNER, NOT THE OLD ONE.

SUGGESTION: PUT BROCHURES ABOUT KRÖLLER-MÜLLER INTO TOURIST CENTRES AROUND AMSTERDAM

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Customer journey: barriers and solutions


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Customer journey: experiences and emotions 6Over service design 21.10.2010

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Customer journey: overview


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Example case: Volkswagen

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Volkswagen Quicar

Challenge: Support for the internal service design team in the development and verification of processes in a car-sharing offer – currently running as a pilot in Hannover under the name Quicar.

Project highlights: –Customer journey testing, analyzing and improvement –Service blueprint development –Working prototypes for mobile app and in-car information screen –Various presentations and workshops for internal communication and implementation of

the project –User experience film for management team presentations –Final user testing of the complete service concept

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bilder recherche von darkhorse

Service analysis with potential target audiences.

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Experience analysis with test persons in workshops.

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Development of the Customer Journey, comparison with touchpoints i.e. for online registration.

Customer journey

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Prototyping

Development of interactive prototype touchpoints for testing purposes.

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User testing

Documentation and validation of the user test

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Final user test of the pilot in Wolfsburg.

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Service blueprint

(partial view)

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thank you