Business Impact Service design with its tools, collaborative spirit and creativity has an opportunity for business impact when it moves beyond the pure focus on customers and staff, and design for the organisation. Applying the outside-in perspective helps organisations see their possibilities and limitations in delivering a positive service experience to their customers. Livework is learning how to prepare and guide businesses to tackle businesses challenges in ways that are new for most organisations. In Cardiff we will share some useful and sometimes painful lessons how to achieve business impact in sectors ranging from insurance and public transport to retail and telecoms.

2. PRESENTATION
Business impact
SDN Cardiff 2013

3. Some examples of
business impact
2013 © Livework
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4. “We will stop irritating you”
2013 © Livework
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6. 100 questions about
life, the illness and the system.
Life
?

7. My colleagues
2013 © Livework
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8. They had a
tremendous row
in our office
He grabbed the
sketch and ran
out the room
We left the
workshop
depressed
His service blueprin
gets stolen from his
office a couple or
times a week

9. Looking for service
design...
My journey
2013 © Livework
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10. Europa
Nederland
(Potentiële) Nederlandse Beroepsbevolking
Beroepsbevolking
8.000.000)
Oriënterend op de arbeidsmarkt
Oriënterend
(2.000.000)
Werkzoekenden
Werkzoekenden
(1.300.000)
CWI DIENSTEN
Klant contacten
(1.000.000)
Met WW bedreigd
CWI geregistreerde
werkzoekenden
NWW (750.000)
Huidig Interventie
niveau CWI
Werk Intake
Preventie
quote
Uitkeringsgerechtigde
WW (550.600)
+ WWB (290.600)
Arbeids
ongeschikt
Uitstroom
KETEN
PARTNERS

11. (Potentiele) Nederlandse
Beroepsbevolking
Beroepsbevolking
8.000.000)
Internet
Oriënterend
(2.000.000)
Oriënterend op
de arbeidsmarkt
Werkzoekenden
(1.300.000)
Werkzoekenden
KCC +
Klant contacten
(1.000.000)
CWI geregistreerde
werkzoekenden
NWW (750.000)
Registratie
Internet
Vestiging
KCC
Klant ontvangst
Informatie
Advies
Snel zoeken
Klant herkenning
Werk Intake
Match
Bemiddeling & reïntegratie
Uitkeringsintake
Kwalitatieve Intake
Vestiging
Registratie
WW (550.600)
+ WWB (290.600)
Arbeids
ongeschikt
WW bedreigd
Uitkeringsgerechtigde
2004
2007

13. What happens when you
put service design
on steriods?
2013 © Livework
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14. Unaware
Aware
Interested
Buy
Attract
Make offer
Help decide
Sell
Receive &
setup
Setup
Early use
Use
Assist
Inform
Change in
use
Incident
Reconsider
Support
Resolve
Recognise

15. Decision
Buy
Admin
Receive
Setup
Early use
Use
Offer
Contract
Admin
Deliver
Setup
Educate & Assist
Inform & Support
Retail
Online
Call centre
Policies
People
Process
Procedures
Practices
System

16. Consider
Prepare journey
Station/stop
Journey
Station/stop where the journey starts/ continues/ ends and offering travel related services
P
Considering travel to one or more frequent, or infrequent destinations
Plan, make preparations and arrangements for a journey
Consider
Decide
Plan
Check/receive info
Select
Purchase
Travel from location
Enter
Check/receive info
Select
Purchase
Time at station/stop
Departure platform
Validate
Travel
Check/receive info
Arrival platform
Change line
Change mode
Exit/check-out
Fi
Consider if, when, how and with
whom to travel
Decide general aspects of the
journey i.e. date, time, mode,
route
Plan one, or more journeys to one
or more destinations
Check and/or receive information
related to planned or related
journeys
Select/ change the product/
ticket/ card , mode, route, time
and stops
Register, renew, purchase,
activate the ticket/ card option
Travel from current location to
station/stop
Enter the physical space of the
station/stop
Check and/or receive information
about planned or related journeys
Select/ change the product/
ticket/ card , mode, route, time
and stops
Register, renew, purchase,
activate the ticket/ card option
Time at station/stop, occupying
space, using facilities, waiting
Move to departure platform and
enter a mode of transport
Validate ticket / card for the trip,
full journey or period, and show
when requested
Travel to the (next) stop or
destination using one or modes of
transport or systems
Check and/or receive information
about current, planned, or related
journeys
Wait at, or move from arrival
platform to next platform, or exit
Change from current line to the
next within the same mode or
system
Change from one mode of
transport or system to another
mode and/or system
Exit a station, or stop, and checkout from system for the journey
Tr
de
Overall satisfaction
Move through one or more (public) transport systems, using one or more modes
Re
33
114
437
319
313
210
456
406
103
235
362
419
427
431
163
STATION FACILITIES
0
47
97
146
38
33
44
282
164
127
119
256
254
73
21
164
249
212
216
78
Overall satisfaction with the station
0
0
15
17
0
0
17
18
17
17
17
17
18
17
0
17
17
17
17
15
Ticket buying facilities
0
0
14
0
0
14
0
0
0
16
16
0
0
0
0
0
0
14
14
0
Provision of information about train
times/platforms
0
0
18
20
18
18
0
18
20
18
18
20
20
0
0
20
17
20
20
0
The upkeep/repair of the station
buildings/platforms
0
0
0
0
0
0
0
30
0
0
0
27
30
0
0
0
27
0
0
0
Cleanliness
0
0
0
0
0
0
0
23
0
0
0
23
21
0
0
0
21
0
0
0
The facilities and services
0
0
0
52
0
0
0
56
52
0
0
56
52
0
0
52
56
52
52
0
The attitudes and helpfulness of the staff
0
0
0
0
0
0
0
16
17
16
16
16
17
17
0
17
17
17
17
0
Connections with other forms of public
transport
0
19
21
19
19
0
0
19
19
21
0
19
19
0
21
19
19
18
21
0
Facilities for car parking
0
28
28
0
0
0
28
28
0
0
0
0
0
0
0
0
0
0
0
28
0
Overall environment
0
0
0
0
0
0
0
26
0
0
0
26
26
0
0
0
23
23
23
Your personal security whilst using
0
0
0
0
0
0
0
12
0
0
13
13
12
0
0
0
12
12
12
0
The availability of staff
0
0
0
35
0
0
0
32
35
35
35
35
35
35
0
35
35
35
35
32
How request to station staff was handled
0
0
0
4
0
0
0
4
4
4
4
4
4
4
0
4
4
4
4
4
TRAIN FACILITIES
29
154
167
155
168
0
69
155
155
186
91
200
152
30
214
198
170
215
216
84
The frequency of the trains on that route
29
32
34
32
34
0
34
32
32
34
0
32
0
0
32
32
0
32
32
0
Punctuality/reliability (i.e. the train
arriving/departing on time)
0
24
26
26
26
0
26
26
26
28
0
28
28
0
28
26
24
28
28
0
The length of time the journey was scheduled
to take (speed)
0
14
14
13
15
0
0
13
13
15
0
15
0
0
15
14
14
14
14
0
Connections with other train services
0
10
10
10
10
0
10
10
10
10
9
9
10
10
0
10
10
9
10
9
The value for money for the price of your
ticket
0
76
83
76
83
0
0
76
76
90
83
83
83
0
90
83
76
83
83
76
Upkeep and repair of the train
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The provision of information during the
journey
0
0
0
0
0
0
0
0
0
0
0
24
22
21
24
24
22
24
24
0
The helpfulness and attitude of staff on train
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The space for luggage
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The toilet facilities
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Sufficient room for all passengers to sit/stand
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The comfort of the seating area
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The ease of being able to get on and off
0
0
0
0
0
0
0
0
0
0
0
0
0
0
15
0
15
15
15
0
Your personal security on board
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The cleanliness of the inside
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The cleanliness of the outside
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
The availability of staff
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
How well train company deals with delays
0
0
0
0
0
0
0
0
0
9
0
10
10
0
11
11
10
11
11
0

18. Receives the product, starts the service
Setup:
Make sure the customer is
familiar with the phone and
core services
Receive & Setup
Early stages of being a customer and
dealing with the transition to service
provider
Educate:
About the product and
other features
New customer
Familiar with the company, its product and
service, establishing regular energy
consumption
Change in personal situation or
circumstance that impacts the contract
Personalise:
Seduce:
Make offers and
recommendation on how to
use additional services
Offer incentives to use new
services and introduce
others
Customer
Change in use

19. What have we learned
From/with our
Clients?
2013 © Livework
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20. A. Prevent pressure
B. Move Pressure
Enable customers to do it
themselves
Show customers how to do it
themselves next time

23. “The new bill is simpler to
understand, and creates less
trouble for us. It’s great”

24. 2013 © Livework
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25. < Keep it simple
Understand before design >
< Test with customers
Give the organisation time >
< Have fun with the client

27. "Engineering and
architecture are useless
without service design.
There is no point investing
in the pure physicality and
technicality of any public
service infrastructure if the
service aspect is not well
though through and well
planned."

28. www.liveworkstudio.com/sdnc13
@liveworkstudio
@melvinbf