SlideShare a Scribd company logo
1 of 20
Pecha Kucha


How to underpin the service design
  process with quantitative data

         Josef Sebastian Schmid
What is Service Design?
...an approach to find out what customers really want




                                     Structured process


                                        User centered

                                         Co-creative
Process
1. Exploration



           Who is my                Who are my
Findings   customer?               competitors?

                       What do I                  What do I
                        offer?                    NOT offer?
2. Creation


                     Idea
                       1
             Idea             Idea
Think-Tank     2     Idea       3
              Idea     5      Idea
                4               6
                     Idea
                      .....
3. Reflection




Extra leg room
                        Evaluation

                         Is my customer
                         willing to pay???
4. Implementation




  Put all together
                     Realisation
What‘s the new approach?




                    ACA
                   Adaptive
                   Conjoint
                   Analysis
SDT2012 (PK2.2): How to underpin the service design process with quantitative data
What‘s relevant?
Possible Criteria
                                Price          Shape


Brand               Color
                                   Interior
                                    Design         Etc.
         Guaranty      Sound
                       System
                                              HP
What‘s different?
ACA                                                                         Standard
 D
 e    e.g. buying                                                              C
 c     a new car                               Service/Product
                                                                               o
 o
                                                                               m
 m
                                                                               p
 p
      A: HP                                                                    o
 o                                  Criteria                     Criteria
      B: Color                                                                 s
 s                                     A                            B
                                                                               i
 i
                                                                               t
 t
                                                                               i
 i    1. 200 HP
                        Attribute   Attribute                Attribute         o
 o    2. 220 HP
                           1           2                            3          n
 n    3. 250 HP
                                                                               a
 a
                                                                               l
 l
5-Phases of an ACA
Phase 1




      Source: Sarova Hotels
Phase 2




  Priority 1                  Priority 2                Priority 3
Source: hotel.de      Source: C.H. Chisholm   Source: Burford Designs
Phase 3




Source: hotel.de             Source: C.H. Chisholm
Phase 4




          Source: Marine Suites Hotel
Phase 5
Insight


           SD           ACA
           Process      Survey
          filters the   results
              best      help to
          concepts      reflect
The perfect match


          Adaptive
Service
          Conjoint
Design
          Analysis
What you need to succeed



Computer     Internet    Survey-Software




    Tester   Knowledge       Money

More Related Content

Recently uploaded

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 

Recently uploaded (20)

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 

SDT2012 (PK2.2): How to underpin the service design process with quantitative data

Editor's Notes

  1. 1. (20)Dear ladies and gentlemen,I’m glad that I may tell you a little bit about a new idea.The idea of implementing a quantitative research method in a SD process. So in the next few minutes I will showhow a conventional SD process looks like and how you can integrate an ACA.
  2. 2. (20)What is SD? For me SD is a structured process to develop or improve services. It’s about using certain tools and techniques to find out what customers actually want. So it’s nothing really new;it’s more a guideline to identify consumer preferences.
  3. 3. (19)This is how a classical SD process looks like. It can be divided into 4 different phases but the lines are often overlapping.It all starts with the EXPLORATION,followed by the CREATION, the REFLECTION and finally the IMPLEMENTATION.
  4. 4. (16)The exploration phase is about showing the status quo. Meaning to list everything that already exists to get the big picture. So this first step is important to identify resources that can be used for new or improvedservices.
  5. 5. (19)The importance in the creation phase is to develop new ideas. Sometimes ideas derive already by looking at the findings of the previous phase because it becomes obvious where a service needs to be improved. At this stage I would say: “The more ideas the better”
  6. 6. (20)The purpose of the reflection is then to identify the few very good ideas. These are services the customer is also willing to pay for. For instance an airline can not just double the leg room if their passengerswon’tpay for it.So reflecting is about picking services that provide a real value.
  7. 7. (17)Ideas that are assessed as worth implementing are finally realized during the implementation phase. This last step will show the achievement of the undertaken SD process. SDtools such as blue-prints or role-plays help to smooth out final problems.
  8. 8.(18)Now what’s the new approach?The idea is to integrate the ACA in the reflection phase of the SD process to get also quantitative data.This makes it easier to objectively pick the most promising services.
  9. 9. (20)But what exactly is an ACA?The ACA is a researchmethodto find out what a customersubconsciouslywantsthemost.Imagineyouwanttobuy a newcar. Theyare all kindofsimilar but yet not the same. Andnowthereare so manycriteriathatinfluenceyou.
  10. 10. (20)For instance the brand and its image, color, price, horsepower and so on.But instead of asking how important every single criterion might be, it‘s about evaluating the whole package. Just like making a decision in real life.And this approach is called decompositional.
  11. 11. (18)And that means that everyone has to decide between different offersuntil the computer can finally calculate clear preferences for each participant.This reveals, which criteria are unexpectedly over or under rated.But now how does such a process look like?
  12. 12. (20)It’s a 5 step process.And after each phase the survey software automatically creates packages that matchmore and more the participants preferences. So making a decision gets constantly harder.Using the example of a hotel, I’d like to show you how such an analysis can look like.
  13. 13. (20)In phase 1, participants have the chance to exclude unimportant criteria.This first step helps to reduce the length of the survey without loosing critical information. For example a hotel guest, who doesn’t care about a 24h room service, can cross this offer out.
  14. 14. (15)Coming to PHASE 2 -The task here is to specify the importance of the remaining service attributes. So a person could say that a room with balcony is most important,followed by high-speed Internet and last a flat screen TV.
  15. 15. (20)In Phase 3, the software presents 2 service attributes, and the tester has to pick 1. So the option here is either a room with balcony or one with a flat screen TV. According to this information the software starts calculating the priority of each attribute.
  16. 16. (19)Phase 4 is about comparing packages.Let’s say there’s a “junior suite, with balcony for $300” and a “standard room, with flat-screen TV for $200”. Now what do you prefer. Such a paired comparison is repeated until the software recognizes a clear tendency.
  17. 17. (20)In phase 5 participants finally say how likely they would book one of the displayed offers. This last question helps to determine the validity of the survey.If there’s an inconsistency, it might be necessary to exclude a questionnaire to ensure representative results.
  18. 18. (19)I did a single case study, which showed valid research results of the ACA. But even more interesting is, that the whole SD process works perfectly fine to prepare such an analysis,because it already filters the best ideas along the way.
  19. 19. (20)Hence, the two approaches - SD and ACA - complement one another perfectly. So if you plan a conjoint analysis, I highly recommend to apply a few SD tools before hand. I’m sure this improves the quality of the research significantly.
  20. 20. (18)Now what do you need to succeed. You need a computer, an online based survey software and a bunch of people who are willing to participate.It also helps to have knowledge about the procedure of an ACA and some change because costs can quickly skyrocket.That‘s it. I very much appreciate your attention.