Date post: | 22-Jun-2015 |
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Design |
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Dr Andrea SiodmokHead of Design Knowledge
Future challenges for service companies
#1 Global changes#2 The creative economy#3 Goods and services#4 The bottom line
#1 Global changes
creativeindustrial
consumptionproduction
small ideasbig ideas
Flash mob/the Hoff
Small ideasBig ideas
leisure society 24/7 work
$480$35
x7.5 m cap $19 - $146bn
$1$200
scarcitydiversity
350
100-1609 36
Global creative imperative
#2 The creative economy
‘Industrial economy’Production focused Design of thingsStandardised “Less is more”Form follows function
‘Creative economy’Consumption focused Design of experiencesCo-designed‘More has costs’Value follows experience
A journey of an iconic design in a multicultural world…
Cambodia
Seoul
Morocco
Ohio
Kuwait
Prague
Tokyo
Bagdad
Bangkok
Nepal
Outer Space
Texas
Why do people love their ipods?
i-pod i-tunes(Apple Designers) (Apple Customers)Modernist box Bundled servicesNot up-gradable Customised contentMinimal customisation 1 bn downloadsBuilt and shipped by Apple Built and adapted by
customers
#3 Goods and Services
In the west we are seeing a shift in the value chain, from physical commoditiesthat support basic needs, to carefully cultivated experience-led services that anticipate latent desires.
What is a service?
“any activity or benefit that one party can give to another that is essentially intangible and does not result in the ownership of anything”
Philip Kotler
Services
Goods
Cost
20041994
Inflatory
Deflatory
Cost
20041994
Some thoughts on Service Design
Photo by David Mansell - Demos
Design for theservice sectorfinance retailairportshospitalspolice healtheducation
Service design skillsholistic designprototypingmulti-stakeholderco-designingcomplex problemsformal and informal design interventions
The ‘front-end’ design of services
£427.20
£427.20
£4,444.20
“Design shapes ideas to become practical and attractive propositions for users or customers.” Cox Review
The ‘back-end’ design of services(service provision and delivery)
Efficiency in labour intensive servicesDevelopment of agile services
Lean consumptionUCD to PCD
# User centred design = Understanding needs of the user that is not you (Customers)
# Business centred design = Understanding needs of the business decision makers that are not you (Design Leadership)
# Provider centred design = Understanding the needs of the service providers that are in at the delivery end (Stakeholders)
# Designer centred design = understanding needs of design that are beyond all of the above
www.designcouncil.org.uk/