To value your customer, you need to spend some time understanding the interactions they have with your service, and that means two things. Firstly, viewing your service through the customers’ eyes, and secondly, designing in such a way that customers receive consistent (exceptional) experiences over time which they consider valuable.
…When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. (from Marc Stickdorn)
Service Design – Creating Business Models based on User-Centred Services
Workshop Venue: The Helix, DCU, Dublin – 19th February 2019 – 9am to 5pm
Facilitated by Olga Scupin, Fuxblau & Jan Schmiedgen, D-School at HPI (Berlin)
In recent years many industries are experiencing a dramatic change – from a product-focused to a services-oriented industry. A new ‘service economy’ has been born. Many of today’s startups are creating digital services and form a very important part of the creative entrepreneurship scene. In Germany for example, almost 70% of the countries economic power is based on services.
Opposed to products, services are intangible. The “designing” of services relates to shaping an ecosystem of touchpoints, rather than stand-alone artefacts. Therefore, service design does not only focus on design in a traditional way (shape, aesthetics, usability etc.) but also incorporates strategic planning for service ecosystems and business models.
This workshop will introduce the participants to the concept of service design and teach them the main methods and tools that are needed to create successful services. Two main perspectives will be considered:
- How to create a service that is desirable and usable from an end-user’s perspective?
- How to build & create an economically viable service ecosystem?
There will be a short theoretical introduction to service design, followed by interactive work sessions in which the participants get to know and use various service design tools and methods such as: Personas, User Research, Jobs to be done, user journey, a service blueprint as well as business model canvas. Participants will work on a challenge in teams of 5-7 people, apply the tools and have short presentations to pitch their ideas and reflect their learnings to other participants.
The course targets participants from these areas
- innovation managers and consultants
- business leaders
Introducing the Facilitators
Co-Founder and Managing Director | Fuxblau
Olga is co-founder and Managing Director of Fuxblau, a service design consultancy based in Berlin. She focuses on the business aspects of service design. She has consulted many large companies and mentored start-ups regarding the strategic planning of new services and business model creation. Olga completed the basic and advanced track at the HPI d-school in 2011 and is one of the founding members of Service Design Berlin. She received her MBA from IE business school Madrid.
Innovation Researcher & Strategist | D-School at Hasso Plattner Institute
Jan is an innovation researcher and strategist with a focus on human-centered design. With his professional background in digital interaction design he has been advising companies on all aspects of design-driven strategy for over 15 years – from startups and SMEs to big corporates. Today he accompanies leaders and change agents in setting up sustainable and human-centric innovation systems in their organizations.
In 2014, he joined the HPI Stanford Design Thinking Research Program and co-authored the most extensive study on the adaptation of design thinking in organizations to date. In addition, he initiated and curates the website ThisIsDesignThinking.net, a comprehensive online collection of case studies dealing with design thinking adaptation in the industry.
Currently he is exploring the role of ‘organizational hacking‘ for innovation capability building. Doing so, he hopes, will reveal new ways to establish human-centric innovation cultures in change-reluctant environments where a too risk-averse leadership sets the tone.