View
5.182
Download
8
Embed Size (px)
DESCRIPTION
4th Berlin Service Design Drinks took place at innovation consultancy Dark Horse’s beautiful office space. A short input talk gave an overview on how service design can be applied by start-up companies — and service designers can provide value for their young business. A follow-up exercise made one tool that’s being used more tangible. Afterwards there was plenty of time for conversations and drinks.
Citation preview
ServiceDesignDrinks
D A R K H O R S E / O C T O B E R 9 , 2 0 1 3
Service Design for Start-ups
Overview
Why?
What?
How?
Exercise
MartinUser Experience,Nokia
KatrinPhD Candidate,University ofPotsdam
Who are we?
OlgaBusinessConsultant
ManuelFreelanceServiceDesigner
The internet economy in Berlin has a higher economic performance than the construction industry.
Why? R E L E VA N C E
Every 20 hours a new start-up is founded in Berlin.
— I B B B e r l i n 2 0 1 3
What? D E F I N I T I O N
— W I K I P E D I A ‘Start-Up’
“A start-up [...] is a company, a partnership or temporary organization designed to search for a repeatable and scalable business model. These companies,[...] are in a phase of development and research for markets.”
What? D E F I N I T I O N
“ A 'start-up' is a company that is confused about
who its customers are,
what its product is,
— Q U O R A Top-rated answer for ‘Start-Up’
how to make money.”
What? D E F I N I T I O N
“ A 'startup' is a company that is confused about
who its customers are,
what its product is,
— Q U O R A Top-rated answer for ‘Start-Up’
how to make money.”
Value proposition
User needs
Business Model
What? D E F I N I T I O N
— Q U O R A Top-rated answer for ‘Start-Up’
“ As soon as it figures out all 3 things, it ceases to
be a startup and then becomes a real business.”
How can service design help?
Value proposition
User needs
Business model
• User Research
• Personas
• User Journeys
• Prototyping
• Business Model Canvas
• Service Blueprint
Why & How?
We asked a few start-ups about service design & how they use it
The start-ups
talent-pool that matches people and companies based on cultural fit
visual real-time collaboration tool
cycle-tracking mobile app for women
How do you define service design?
1.
“I consider Service Design to define how our product really works. It‘s not just about [...] features. It‘s about integration of features and behaviour of those within a higher context [...].”
— M A R T I N G U E T H E R Spacedeck
“[...] being honest, we think it is one of several attempts to formalise the language surrounding the most basic design goal. [...]It can be called many things [...] but at the end of the day we consider it to be mainly empathy and responsible design.”
— C O N O R D E L A H U N T Y Somewhere
“I think the problem is most businesses are stuck in Pixeled Service Design, instead of just Service Design. [...] You realize how constraining Digital is if you start thinking about what types of services can be provided by… human beings, bicycles, shopping carts, stairs, trees, lakes, blue skies.”
— M I K E L AV I G N E Clue
Why is service design important for your start-up?
2.
“[...] As a Start-up it is very important to think about your product as a service.”
— M A R T I N G U E T H E R Spacedeck
“[...] At the beginning it helps us to plot and plan the spaces we want to play in and the behaviours we need to support; later it helps us to identify the areas where we are not doing a good enough job as well as some tactics on how to approach solving them. ”
— C O N O R D E L A H U N T Y Somewhere
“We're designing a very personal service for women to understand what's going on in their bodies each month. We can't possibly do that well without keeping a very open mind about how best to do that, both digital and non-digital.”
— M I K E L AV I G N E Clue
What are the most important design tools in your company?
3.
“The people using our service are the biggest source of inspiration for our service. In this case, in-depth conversations, open ears, and open minds are the most important tools.”
— M I K E L AV I G N E Clue
“Personas, Mock-Ups, Click-Prototypes [...]”
— M A R T I N G U E T H E R Spacedeck
“Definitely pen and lots of paper - and talking to people. Thinking of the service in terms of a journey that a real life human will go through, etc. We aren't really formal, we just grab bits and pieces as we go and use the ones that work for us.”
— C O N O R Somewhere HQ
ExerciseLet‘s use a typical start-up tool today
Elevator pitch
Be right on the spot. Pitch your idea
in 30 seconds to a potential investor.
Elevator pitch A S A C O M PA R I S O N
“ Salonmeister is like Qype for hairdressers.”
“ tame is like google for twitter.”
Define your start-up by comparing it to an
established, well-known service.
“ Bloomydays is like a pizza delivery for flowers.”
Elevator pitch A S A S U M M A R Y
Articulate a concise summary of your fav service.
For TARGETCUSTOMER
CUSTOMERNEED
SERVICENAME
MARKETCATEGORY
who
in
that
Unlike
the service
is a
ONE KEYBENEFIT
COMPE!TITION
LOCATION"STREET#
.
.
UNIQUEDIFFEREN!TIATOR
a foodie & chef at homehas way too little time
Kochhaus supermarketBerlin & Hamburg
offers pre-compiled recipesKaisers, Perfetto or Proviant
offers all ingredientsin 1 single shop w/o need running thru the city
Take-away
Learnings
They are pragmatic about the tools and use what works for them
Start-ups apply service design differently
Service design is highly relevant for start-ups
Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
See you atthe X-masparty
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin