Metoder Pernilla Dahlman

Highligths from NEXT Service Design in Berlin

Pernilla Dahlman

Ansvarig för kund- och marknad på Transformator Design

Pernilla leder kund- och marknadsteamet på Transformator Design. Hon arbetar med affärsutveckling, verksamhetsutveckling, varumärkesfrågor och strategisk kommunikation. Följ @graspery på Twitter

Transformator Design’s Pernilla Dahlman participated in the conference Next Service Design in Berlin 2012 to check out the current thinking of fellow European Service Design practioneers. Here she shares some of the highlights and personal reflections from the conference. 

Chris Downs, founder of pioneering Service Design firm Livework, now part of experience design firm Method, opened the conference with an expose of the Service Design discipline and the way it is evolving. He preached the purposefulness of Service Design being the force that unifies product, service and brand in an era of service dominant logic. In this context, the Brand is about ENGAGEMENT, where the consumer is as much your brand as you are. Services are about CONTRIBUTION, where the consumer delivers as much of your service as you do and the products are about ACCESS, where the consumers don’t want to own them, but just get access to the services they need.

Pedro Custódio has a long-time experience from the Vodafone Group. He established that “the Experience is the Product”, and emphasized the necessity for organizations of having a Customer Experience Strategy. An Experience strategy is about finding out WHO your customers or users are and asking those customers WHICH their contexts are, WHAT they would like to achieve and WHAT they need to accomplish this, but also to establish WHAT you need or wish from them.

Pedro Custódio. Foto: Next Service Design in Berlin 

Furthermore, Pedro offered a framework for staging experiences by elaborating on their characteristics:

  • DURATION (Initiation, Immersion, Conclusion, Continuation)
  • TRIGGERS (Sight, Sound, Smell, Taste, Touch, Concepts, Symbols)
  • INTENSITY (Reflex, Habit, Engagement)
  • INTERACTION (Passive, Active, Interactive)
  • BREADTH (Product, Service Brand, Names(s), Channel, Environment, Price etc)
  • SIGNIFICANCE (Function, Meaning, Identity, Status, Emotion, Lifestyle).

He concluded by stating the so important financial drivers for convincing your organization to invest strategically in Customer Experience and Service Design practices:

  • Increase revenue
  • Premium opportunities
  • Customer retention
  • Improve NPS
  • Reduce costs

That line-up should create a sense of urgency as well as inspiration to work agile, iteratively, socially and co-creational and only very close to your customers!

Lisa Lindström from Swedish design firm Doberman, energized the event by engaging the audience in physical warm-up exercises and then blessed us with an emotional call for bringing the heart back into Service Design. She stated that design firms have shifted too heavily into research and analytics instead of progressing with rapid and fun prototyping and true design craftmanship. They need to balance the design scale between strategy and insight and execution. Finally she introduced us to the Doberman corporate culture of co-designing and prototyping in everyday operations and how they continuously train their guts to be creative. We who were present from other design consultancies recognize and appreciate the cultural elements of an innovative and learning organization.

Lisa Lindström, Doberman. Foto: Next Service Design in Berlin

Pia Betton, Managing Partner at Edenspiekermann put Service Design in a broader scope where it can truly create sustainable value. She did so by presenting three case studies where Service Design methodology was used:

  1. to introduce a new technology through prototyping
  2. to develop a service culture in brands by exploring the service value chain and
  3. Service Design for cultural change, by making a change process relevant for people from different cultural background and creating an employee customer journey

Personally I think Pia’s talk on integrating Service Design methodology into the Change Management framework is a trend to keep track of. The iterative, prototyping and co-creational characteristics of the Service Design methodology is spot on to solve the challenges of acceptance, learning and organizational behavioural change that the Change Management discipline has struggled with for decades.

Alexander Baumgardh from Systemic Partners, enlightened us on the subject of Strategy as a design practice, in a next to philosophical talk. I think his part should have had another hour of the agenda to fully come to its right. I hope to hear more from him, elaborating on the HOW’s of designing strategy, in this blog within short.

Louisa Heinrich Head of Strategy at Fjord shared some mind-blowing thoughts on the importance of storytelling in human society an the new opportunities unveiled by the huge amounts of data available to us. The only completely ”powerpoint”-less experience of the day!

Many other speakers shared their experience and knowledge with the crowd on this sunny Monday in Berlin, many of which I would have liked to praise here. Thank you Magnus Christensson, Reto Wettach, Sam Niemelä, Paul Sims, Andy Hobsbawm, David Bausola and all you ignite presenters at the end. Videos of many of them can found on the NEXT webpage.

Thank you for the inspiration and keep on sharing!

Pernilla Dahlman
Head of Marketing and Sales at Transformator Design Group in Stockholm