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Selling Service Design vol 7 no 3 | january 2016 Selling Service Design 32 THE PATH TO VALUE VIA SERVICE DESIGN by Paula Giles 58 EASY TO BUY – NOT EASY TO SELL by Daniel Ewerman, Anders Landström 80 MAKING A SERVICE DESIGN MOVIE by Satu Miettinen, Mira Alhonsuo and Heikki Tikkanen the journal of service design 18 euro Touchpoint Pictures Volume 7 No. 3 Unless otherwise stated, the January 2016 copyrights of all images used for The Journal of Service Design illustration lie with the author(s) ISSN 1868-6052 of the respective article Published by Proofreading Service Design Network Tim Danaher Publisher Printing Birgit Mager Peecho Editor-in-Chief Fonts Jesse Grimes Mercury G2 Apercu Editorial Board Robert Bau Service Design Network gGmbH Melvin Brand Flu Mülheimer Freiheit 56 Stefan Moritz D-51063 Köln Jesse Grimes Germany Birgit Mager www.service-design-network.org Project Management Contact & Advertising Sales Cristine Lanzoni Cristine Lanzoni Hanka Meves-Fricke [email protected] Art Direction For ordering Touchpoint, please visit Miriam Becker www.service-design-network.org Jeannette Weber Cover Illustration/ Picture p.26 – p. 27 Irina Polubesov FROM THE EDITORS Selling Service Design Service design practitioners are rarely seasoned salespeople. While they may be Robert Bau is a strategist and comfortable with all the challenges that a service design project can throw at thought leader in service inno- vation, branding and marketing them, they are often less sure of themselves when it comes to securing the project with more than 15 years’ agency in the first place. experience in shaping customer Despite the growth of service design as a discipline - as evidenced by the expectations and experiences. Robert is a former Professor number of practitioners, academic programmes and in-house capabilities of Service Design at SCAD and springing up around the world - it still faces a difficult challenge: How does one played an instrumental role in building and directing the first sell service design? MFA and BFA service design It’s a so-called wicked problem, made of intertwining questions that often have programs in the U.S. no clear answers. Who are the right people to speak to on the client side? How can Melvin Brand Flu is a partner at potential ROI be measured and justifiably presented as part of the sales process? Livework where he is director of What can trigger an interest in service design when it is unfamiliar to the prospect? strategy and business design. What does a project proposal consist of? And can service design projects be He has over 25 years’ experience working on the cutting edge “pitched” in the same way as other design projects? of customer, business and These challenges and more are at the heart of this issue of Touchpoint. We technical inno vation in industries asked the service design community to share their experiences of how to best to ranging from telecommunication and financial services, to public sell service design, and we have collected that advice to share with our readers. sector and entertainment. From Paula Giles’ encouragement to speak the language of the C-suite (page 28), to Transformator Design’s Daniel Ewerman and Anders Landström’s plea to Stefan Moritz is an entre preneur, corporate change-maker and service designers to become more “buyable” (page 54), there is a wealth of tips customer experience champion. within the following pages to help get the commercial side of service design Leading a unit of researchers, designers, digital experts and projects off to a successful start. strategists he works with global I hope that the articles in the following pages help to effectively grow the service companies, governments market for service design, by improving the way we acquire new work. Here’s to a and public sector organisations. He is Vice President Customer successful (sales year) 2016! Experience at Veryday, one of the world’s top-ranking design and innovation consultancies. Jesse Grimes, Editor-in-Chief for Touchpoint, has fourteen years experience as an inter- action designer and consultant, specialising in service design. Jesse Grimes for the editorial board He has worked in London, Copenhagen, Düsseldorf and Sydney and is now based in Amsterdam with Dutch agency Informaat. Birgit Mager, publisher of Touchpoint, is professor for service design at Köln International School of Design (KISD), Cologne, Germany. She is founder and director of sedes research at KISD and is co-founder and president of the Service Design Network. Touchpoint 7-3 3 16 2 IMPRINT 3 FROM THE EDITORS 6 NEWS 44 12 KERRY’S TAKE 26 FEATURE: 12 Want to Sell Service Design? SELLING SERVICE DESIGN Get a Trojan Horse 28 Who Are You Selling To? Kerry Bodine 44 Stop Selling Service Design Minna Einiö, Laura Franck, Bart Muskala, Christophe Mariann Parts, Pauline Ranta 14 CROSS-DISCIPLINE Leuckx, Maarten Aelvoet 14 How Service Design Is 32 The Path To Value via 48 Selling Service Design Transforming Product Service Design in Canada Development Paula Giles Chris Ferguson, Katherine Tim Murdoch, Steve Haigh, Monteith Warren Drummond 36 Prototypas Bravas Manuel Bollue, Jurgen 54 Serve Well to Keep 18 Redesigning Uber’s Tanghe on Serving! Surge Pricing Luis Alt Robert J. Neal 40 Selling Service Design Internally by Tapping 58 Easy to Buy – 22 Bank, Real Estate broker Organisational Behaviour Not Easy to Sell or 7-Eleven Annette Bush, Jason Daniel Ewerman, Zach Hyman Hessing, Becky Reed Anders Landström 4 Touchpoint 7-3 CONTENTS 80 72 TOOLS AND METHODS 48 74 Software Tools for Service 88 Designers: How software tools can support the service design process 86 INSIDE SDN 62 Selling Service Design in a Christiane Rau, Anna Zbiek Developing Country 86 Service Design National Rodrigo Gajardo, Carmen Conferences in Finland: 80 Making a Service Design Gerea ‘Design or Conform’ Movie Satu Miettinen, Mira 66 From Kilowatt-hours to 87 Service Design National Alhonsuo and Heikki Customer Experience Conferences in Taiwan: Tikkanen Klara Lindner ‘Service Design for Social 84 PROFILES Impact in Asia’ 68 The Value of Customer and Staff Engagement 84 Interview with 88 Second Business Meet-Up Elliot Felix, Victor Nwankwo Ulla Jones in Helsinki Touchpoint 7-3 5 GLOBAL SERVICE DESIGN COMMUNITY MEETS IN NEW YORK CITY Back in October, the Service Design Network partnered with Parsons – The New School to host the Service Design Global Conference 2015 in lively New York City, United States. Over 500 leaders and practitioners 3RD SERVICE DESIGN NATIONAL THE TIDE IS TURNING: CHANGE from around the world joined the CONFERENCE IN JAPAN 2016 AGENTS, A TREND REPORT ON event to explore the theme of ‘A FINANCIAL SERVICES Journey to Value’. SDN Japan will hold their third The conference offered great national conference on 23 January New technologies are enabling keynote talks and sessions. To 2016 at Fujiwara Hiroshi Hall, new ways to interact with money name but a few of the highlights: Keio University, Yokohama, and customers, and expectations Billy Seabrook from Citi Bank Japan. Themed around ’Evolution of financial services are changing talking about aspects of purpose, of Service Design in Japan’, the tremendously. To foster change intelligence and trust regarding conference will welcome guests and raise opportunities for service customer experience and value from around the world and design in this area, the Service exchange; Ryan Armbruster from introduce the latest global trends, Design Network is proud to United Healthcare on designing for while developing an understanding announce its first Special Interest gaps in healthcare; Christian Bason of how service design is practiced in Group Trend Report on Financial from the Danish Design Center a wide range of industries in Japan, Services. Written by Gravitytank, focusing on the evolution of design; and exploring future challenges. with the support of many SDN Katrine Rau and Katrina Alcorn The conference program features members and other service design from GE Energy on developing a diverse lineup of guest speakers thought leaders, the report explores the Internet of Things; and Jon from abroad, including Jamin major trends that are changing the Campbell and Dr. Muni Karavdic Hegeman (Adaptive Path/ SDN), way we spend, save and invest money. on building a sustainable engine Katrine Rau (General Electric) and for growth within established Alisan Atvur (Novo Nordic), as well The trend report full-issue PDF can organisations. Kerry Bodine held as presentations of case studies on be downloaded free of charge and the closing talk reflecting across service design projects by Japanese the printed copy can be purchased the two-day event and sharing her companies, and a panel discussion on SDN website: perspective on how service design by the speakers. www.service-design-network.org/ can reach to the next level. trendreport Overall, the conference had a Get more information at: great buzz, a truly global spirit and www.japan.service-design-network. a vibrant sharing and networking org atmosphere. Check out all the remarkable content, including presentations, videos and pictures at: www.service-design-conference. com/content 6 Touchpoint 7-3 NEWS SERVICE DESIGN AWARD 2015 The Service Design Award, curated by the Service Design Network, is the premier recognition of excellence in the field of service design. The award is granted for outstanding work in the field of service design in commercial, non-profit/public and methodology categories. As the field of services design continues to mature, and as the impact of services and customer experience is increasingly recognised on a global scale, the Service Design Award showcases best practices to a worldwide audience. CHALLENGING URBAN ISOLATION AND target groups: the elderly, kids with The prize-giving ceremony and LONELINESS: THE SDGC15 DESIGN working parents and new urbanites. exhibition of The Service Design CHALLENGE After receiving the innovative Award 2015 took place on 3 October ideas, the Design Challenge jury had 2015, in New York City, integrated Today’s cities provide us with more a difficult task ahead of them.
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