Rising demands of progressive and sophisticated consumers as well as glocalszed competition result in turbulent markets today. Offering best-in-class, value-enhancing services turns into the fundamental driver of competitive advantage. Established market players either shift towards services that create superior customer value or become more and more obsolete due to radically new market disruptors. Designing the best service experience around a product means being able to innovate for long-term, engaged and engaging relationships with clients and customers.
Service Design is a a human-centred, multidisciplinary approach to create more useful, effective, and efficient services. Service Design has grown out of a multitude of perspectives, both within and outside the design sphere, and is growingly recognized as key to corporate success. Within the Service Design Session we spot the question why service design is a mastery that boosts long-term and valuable relationships with customers. To do so we take three forward-looking perspectives: the Mosaic of Science, the Spark of Strategy & and the Twist of Execution.
Axel Averdung (SinnerSchrader) both curates and moderates this session.
Dive. Stretch. Jump. Service design exercise for improvement and innovation
Birgit Mager (International Service Design Network)
Service Design is a young and successful discipline that gives fresh insights and innovative impulses to services. It applies design thinking and doing in a systematic process. The presentation will give a framework and case studies that help to understand how design can bring improvement and innovation to services.
The spark of strategy
Louisa Heinrich (Superhuman)
The spark of strategy - how a human focus inspires great strategies and drives commercial value People are the key to commercial success - they make or break products, they adopt or reject technology. And people will pay for what makes them happy. So how do we create human-centred strategies to achieve commercial goals? And how do we measure our businesses against those strategies? The talk will look at how to create real value - to customers and business - by keeping a focus on humans.
The twist of execution or how living in beta has become our usual mode of being
Anne Pascual (IDEO)
Design thinking is an optimistic tool that can help organizations, communities and countries drive innovation and growth. In her talk Anne will discuss how digital tools and means of production have been effecting innovation and design: Not only has the accelerated way of 'executing' ideas changed, the mere distinction between producers and consumers/users has been falling away. Anne will draw on examples of how designers harness these fundamental changes to increase their positive impact in the world.
Service design in(no)vasion
Alexander Baumgardt (Systemic Partners)
An ignite talk synthesizing the impact of Service Design on science, strategy and practice.