ABOUT TRANSFORMATORTransformator Design was founded in 1998 and is a Swed-ish Service Design company based in Stockholm. With its roots in industrial design, Transformator has been one of the pioneers in the field of Service Design in the Nordic coun-tries. Transformator is the only specialised Service Design company in Sweden and one of the biggest Service Design companies in Europe. Transformator’s objective is to improve services, with the focus on the end customer (the client’s cus-tomer) and create attractive and cost effective services, which help to improve everyday life for people. Transformator work therefore extensively with both the private and the public sec-tor. Transformator’s approach is unique in the sense that the it-erative method the company applies closely involves the user in the development process. The process involves building both a thorough familiarity of the end user as well as the tools required for innovation and service development.

What is Service Design?

A customer insight driven service development process

WHAT IS SERVICE DESIGN?

What is unique with service design is that it is a method of showing what a situation is like, understanding why it is like that and showing how to solve it all in one process.

An important skill of service designers is to understand not only what the problems are but also why there are problems from the customers point of view. The ability to distil the es-sence of vast and complex qualitative information and to make that information understandable is a key determinant of success in a service design project. Visualising is an impor-tant tool for conveying and explaining insights as well as the important ingredient of co-creating with the users. In a service design project one does not always generate completely new insights, however, the way in which a service designer can map the information and prioritise it and create tangible solu-tions from a customer’s point of view is new to many service companies.

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WHAT IS SERVICE DESIGN?

Service design leads to:

Attractive serivces for the customers

Profitable services for the service provider

WHAT IS SERVICE DESIGN?

WHAT IS SERVICE DESIGN?

32% ökat omvandlingstal i Länsförsäkringar fordonsförsäkring på webben

Vid lansering av ”Enkla Vardagen” tredubblades mastercardförsäljningen och i princip samtliga 350 000 berörda kunder konverterades

Frågor utanför det planerade flödet vid triagedisken på Karolinskas Akutmottagning minskades med 2 timmar per dygn

Halvering av antalet personer som behövde hjälp av besiktingspersonalen vid ankomstregistreringen

A 32% increase in car insurances signed on the web

Transformator managed to achieve a near 100% coversion rate to the bank service “Enkla Vardagen”. As a result the sales of MasterCard was trippeled

By creating a more intuitive flow through the emergency ward at Karolinska, Transformator freed up nearly 2 hours time /day for the nurses

As a result of Transformators work the amout of persons in need of help regestring were halved at the Swedish Motor Vehicle Inspection Company, Bilprovningen.

Examples of the result of Transformator’s work:

Our Method

OUR METHOD - ACTION RESEARCH

Action Research is a service design method Transforma-tor has develop in order to integrate the end user in the serivce development process. It is an iterative method where knowledge of the user and the actual design of the serivce evolve throughout the project. Since the end users are part of the development process till the very final stag-es we can ensure that the service concept will end up very close to their needs and desires.

The Action Research method is divided into 7 stages:• Pin Point• General Customer Interactions• Analysis• Prototype Design• Customer Interaction with Prototype• Analysis and Improvement of Prototype• Finalized Service Concept

PIN POINT

In a start-up meeting together with our client we pin point the critical areas in order to achieve a good result. The purpose of the Pin point-workshop is also to ensure that all stakeholders have the possibility to give their input to the project team, and to ensure that there’s an agreement on the project results, deliverables and process. In this phase we also plan the project in detail, decide on meet-ings etc.

GENERAL CUSTOMER INTERACTIONS

Our initial interactions are always very general. We are observing and interviewing customers and key stakehold-ers to acquire insights into customer behavior and difficul-ties in their journey through the service. We identify what the customer needs are and why customers behave as they do.

IDENTIFY CUSTOMER´S NEEDS DRIVING FORCESBEHAVIOUREXPECTATIONS

FOCUS ON FINDING COMMON NEEDS

CUSTOMER INTERACTIONS

ANALYSIS

We look for patterns and create clusters to handle mate-rial from the previous step. The clusters leads us to in-sights into common behaviours, drivingforces and needs and provide us the basis for a customer journey map. In this phase we can form hypothesis’ about what part of the service to improve or possibilities to invent new offers based on customer needs.

PROTOTYPE DESIGN

Based on the insights and hypothesis’ we develop ideas for solutions. This may involve physical models, digital mock-ups, verbal scenarios etc.

In the following customer interactions we use the pro-totypes as “trigger material” i.e the prototypes are used as starting point for discussions in order to get a deeper understanding of the customers as well as taking part of their feedback and ideas.

CUSTOMER INTERACTION, ANALYSIS AND IMPROVEMENT OF PROTOTYPE

The work content from the first phase is repeated in two additional “loops” (i.e. customer interaction - analysis - prototype design/development). The further we go in the project the more we work with verifying service solutions rather than to understand the key drivingforces of the user. The questions become more specific and the num-ber of interview fewer.

AN ITERATIVE PROCESS

FINALIZED SERVICE CONCEPT

We make the final design of the serivce concept. The concept shows, in a detailed level, content, functions etc. and connects these to key insights and customer needs.

In a final workshop, we review the concept and it’s enti-ties and with the help of an implementation matrix we define the solutions that have the highest impact on cus-tomer happiness and are easy to implement, and the ones that require more resources to implement.

The matrix helps to us to rank which parts of the concept to prioritze in the implementation phaze.

Transformator can then help to implement the concept (Organisational changes, in house education etc.)

HIGH CUSTOMER VALUE

EASY TO IMPLEMENTHARDER TO IMPLEMENT

Service Design can result in...

CUSTOMER JOURNEY MAP (CJM)A visualization of the journey a customer takes through a service

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Försöka hitta själv (blankett, broschyr etc)

Utifrån kunden själv (ny situation)

Från Försäkringskassan (förändring/besked/kontakt)

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ORIENTERA SIGDIREKT TILL KONTOR

Vet fortfarande inte...Osäkerhet

ANLEDNINGAR ATT VÄNDA SIG DIREKT:

• Behov av bekräftelse• Dålig erfarenheter (telefon, webb)• Vana• Kommunikativa svårigheter (svenska, funktionsnedsättningar, byråkratiskt språk)• Ekonomiska begränsningar (frimärke, dyrt att ringa...?)• Saknar socialt nätverk (någon att fråga)• Saknar webbvana

EXEMPEL FRÅGESTÄLLNINGAR:

• Hur fylla i rutan / Har jag gjort rätt?• Status? Mitt ärende• Hur funkar det? (FP, AS, BB) (broschyrer, guide, exempel)• Hjälp mig i situationen (kris)

VägledningVilsna i information från olika håll.

Behov av att:- Ledsagas- Verklig hjälp- Engagemang och förståelse- Förklaringar- Se mig som människa

InformationFår kunskap, instruktioner och blanketter med sig. Ger i vissa fall nya frågor och besök senare

Svar / HjälpBlankett “rätt” och “inne”Punktinsats

Andra myndigheterI ärendena. Nya besked & frågor...Outcome (Vägledning)

• Någon lyssnade på mig• Jag blev sedd som människa• Någon som förstod (min situation/mitt ärende)• Förhoppningsvis närmare en lösning eller svar.

• Hitta?• Öppettider?• Ha tid / Ta ledigt

F Ö R E U N D E R E F T E R

CUSTOMER JOURNEY MAP of visiting the Social Insurance Office

EXAMPLE OF A CJM

BEHAVIOURAL GROUPSA customer segmentation based on behaiviours, needs, drivingforces etc.

EXAMPLES OF BEHAVIOURAL GROUPS

KEY INSIGHTSKey factors that directly influences the design of the service solution

EXAMPLES OF KEY INSIGHTSFöräldrapenning

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• INDIVIDFLÖDEN PÅ FÖRSÄKRINGSKASSANS HEMSIDA

• SVÅRT ATT ÖVERBLICKA FAMILJENS STATUS

• MAMMAN ÄR I FOKUS

• PAPPAN SLÄPPS IN SENT I PROCESSEN

CONCEPTDescribes the core principles of the solution and is developed from customer insights

EXAMPLE OF A CONCEPT

EXAMPLE OF A CONCEPT

CONCEPTDescribe the core principles of the solution and is developed from customer insights

CONCEPTDescribe the core principles of the solution and is developed from customer insights

EXAMPLE OF A CONCEPT