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1. image courtesy istockphoto
A Guide to Service Design for Disassembly
KAZUMICHI SAKATA
@mariosakata
Recruit Technologies Co., Ltd. & UX Tokyo
HCD-Net | March 4th, 2016

2. 2
Summary
Point of View
Paradigm Shift
Change Management
image courtesy istockphoto

3. 1984Was Born
2008-2013
About
01
2013-2015
02
2015-
03
2015-
04

4. 4
Pixels
01
Design to the Powers of Ten
Website
Webservice
Ecosystem
…and Beyond
02 03

5. 5
Powers of Ten

6.
What is a Service?

7. 7
✓教育・研究
✓医療・保健
✓流通
✓事業向け/個人向け
Tertiary Industry: Service as an Intangible Value
image courtesy istockphoto

8. 8
Communication
Value
Outline
Product vs Service: What is the Difference?
Intangible
Simultaneous Heterogeneous

9.
What is Service Design?

10. 10
Aesthetics and the
Ideology
The History of Service Design
G. Lynn Shostack, (1982)
“How to Design a Service”,
European Journal of Marketing,
Vol. 16
Issue: 1, pp.49-63
1982
Educational Program at
Köln International School of Design,
Service Design Network was then
founded in 2004
1990

11.
Front Stage Experience
11
Designing 2-Sided User Experience
Back Stage ExperienceProduct
Operation
Policy
Structure
Culture

12.
12
Air France-KLM’s
‘e-tag & e-track’
Interactive Communication in Service Design
image courtesy airlinetrends.com

13. Why Service Design?

14. 14
Background: 21st Century Problems
20th Century Problem
Serve Manufacture Advertise Sell
21st Century Problem
Make a ‘Thing`
01
Make a ‘Profit`
02
Re-Engagement, Loyalty
03
TODAY

15. 15
1. Benefits of Scale: Human Centeredness
Before
User
After
Human

16. 16
2. Extending Touchpoints: Design for Communication
Before
Single & Multi-Channel
After
Cross & Omni-Channel

17.
Dismantling Service Design

18. 18
Ecosystem & Communication

19. 19
ー TMA-2 Modular
Sell Your Ecosystem, Not Your Product

20. 20
Look Through Both Lenses
InterfaceActivityEnvironmentCulture Interface Activity Environment Culture
Frontstage Experience Backstage Experience

21. 21
Issues in Hospitality Industry
The Necessity of Service Design

22. 22
Case Study
Understanding Blueprint of a Service
How to Execute Ideas
image courtesy istockphoto

23. 23
Stakeholders
Case Study: The Launch of B2B2C Model E-Commerce

24. 24
Business Model
Project Journey
Partnership
Execution
USER
INTERVIEW
BRAINSTORM
TOUCHPOINT
DESIGN
BRAND
COMMUNICATION SELF
EXPERIENCE
GUIDELINE

25.
25
Service Blueprint

26. 26
Service Blueprint
Front Stage Experience
WHO? WHEN? WHERE? WHAT? HOW? WHY?
Back Stage Experience
WHO? WHEN? WHERE? WHAT? HOW? WHY?

27. 27
Acquisition Activation Retention Revenue Referral
01 02 03

28. 28
To Serve is Being Human

29. 29
Service Design Model
TOUCHPOINT DESIGN
WHAT
HOW
WHY
HOW
WHY
WHO WHO
SERVICE
BLUEPRINT
CUSTOMER ENTERPRISE
Stakeholders Needs Context StakeholdersValueOperation
Solution Solution
CUSTOMER
JOURNEY

30.
Conclusion

31. 31
Continuous
Communication
Ecosystem
To Serve
Human Centered
Orchestration
2-Sided Experience
Service Design for Disassembly

32. 32
People ignore design that ignores people.
❞
❞
— Frank Chimero

33.
33
Think in Systems

34. 34
Challenge to Service Design

35. 35
http://blog.recruit-tech.co.jp/2015/08/28/recruit_two_cx/
Service Design in Recruit
http://japan.service-design-network.org/
Service Design Network Japan
http://www.amazon.co.jp/dp/4861008522/
This Is Service Design Thinking.
http://www.servicedesigntoolkit.org/downloads.html
Service Design Toolkit
http://www.service-design-network.org/
Service Design Network
http://www.slideshare.net/kazumichisakata/2-43421944
My Talk about Service Design
Reference

36. 36
Upcoming Events in Osaka
UX Japan Forum 2016 (2016.09.24 (Sat))
UX KANSAI (2016.04.09 (Sat))
uxjapan.org
facebook.com/uxjapan
uxkansai.tumblr.com
facebook.com/uxkansai

37. kazumichi.sakata@gmail.com @mariosakata
Thank You
sprmario.hatenablog.jp/ slideshare.net/kazumichisakata
image courtesy istockphoto