el diseño importa. el diseño para servicios

8/9/2019 El diseo importa. El diseo para servicios

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Design MattersDesign or Servic

September 2008

Design MattersDesign for Services

Contents

Introduction

Max Bank:Capitalising on service design

Baltic:

Customer experience project

Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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Contents

Introduction Max Bank: Capitalising on Service Design Baltic: Customer Experience Project Design or Service Further Resources

Design Wales Calendar 2008/2009


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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IntroductionGavin CawoodDesign Wales Operations Director

What is service design?Its relatively easy to understandhow good design can add value to amanuacturing business in the orm oeasy to use and attractive products, orpackaging that fts perectly into a targetmarket and even creative brandingthat raises awareness and increasesdemand. These outcomes o design areproduced by distinct design disciplinesbut oten produced in isolation withthe dierent types o design expertise

being compartmentalised.

Vive Juicebars, a Welsh companythat explored their service journeyswith support rom Design Wales

Whats more difcult to grasp is howdesign can add any signifcant valueto the development o a service-based business. Service science andservice innovation are well establishedwithin management consultancy butmore recently service design hasbeen emerging as a holistic approachthat utilises design methodologyand creativity to ensure a businessconsistently delivers what its customerswant. The holistic approach o service

design maps every aspect o howa customer becomes aware o andinteracts with a service, requentlygaining insight rom customers andsta, and then applies creative andoten visual techniques to explore anddefne the best solution. Understandingcustomer needs and creatively fndingsolutions are the core skills o everydesigner whats new with servicedesign is the application o these skillsand the use o a diverse collectiono related techniques applied to trulytransorm how a business mightunction. This is illustrated here by acase study rom Denmark about the

Max Bank, a 100 year old business thatrevolutionised the way it delivered itsservices whilst retaining its core valueso integrity and security.

Every business is aservice business.In addition to accepting that designcan be at the heart o how a servicebusiness develops, a urther challengeis the realisation that every business inevery sector is experienced as a serviceby its customers and as such shouldreview the design o that service to addurther value to their overall businessoering. By working with specialistservice design agency Engine, Design

Wales developed several case studiesto illustrate how service design mightbeneft dierent types o business,including manuacturers whose strengthhas to date been based on technology.These virtual case studies can beound in a more detailed documentabout service design in the Resourcessection o the Design Wales websitewww.designwales.org

Providing inspirationand insight.In 2006 a Design Wales seminarprovided an overview o service design

to over 70 delegates with input romOrange, Guinness Storehouse andEngine. Last year we produced acomprehensive document that providesgreater detail and includes exampleso how small and medium sizedbusinesses could beneft.


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009
http://www.designwales.org/http://www.designwales.org/


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When Maxo changiinnovativechange ththey madeservice deimplemenbank had history o


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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In 2001, one o Denmarks oldestbanks, Max Bank, took the bolddecision to invest in service design;replacing its traditional counterservice with a ca-style environmentdesigned to put customers at easeand transorm the nature o theirrelationship with the bank.

The strategy paid o; the ollowingyear, Max Bank had the bestresult in its 100-year history and

the highest customer satisactionratings o all Danish banks. The caconcept earned Max Bank a placein Denmarks 2006 Innovation Cup,where it was picked as one o thecountrys most innovative companies.Max Bank also represented Denmarkat the Retail Institutes internationalretail conerence as the mostinnovative chain in Denmark.

Max Bank was es tablished in 1901 inNstved, under its original name oHndvrkerbanken (The cratsmensbank). In 2004 it was rebranded asMax Bank, to express the banks goalo going or the max in the interesto customers, shareholders and sta.The bank employs around 200 peoplein its eight branches across Denmark,all o which have implemented theunconventional ca banking concept.

From Tradition toInnovation: A NewService ConceptLike most other banks, Max Bank usedto serve customers at the traditionalcounter. But in the ace o growingcompetition, the bank developed a newstrategic plan in 2001 to develop thebest customer relations o any bankin Denmark by shiting rom traditionto innovation. One element in thiscomprehensive strategic plan was tochange the interior design to reflectthe banks values in a modern andinnovative way.

To make banking a viable businesstoday, you have to stand out fromthe crowd and be innovative. That isthe way to generate growth whichbenefits the customers. We knewthat we had to differentiate ourselvesfrom the competition in order tosurvive. And we were going to dothat by being different and by offeringthe best servi ce. To achieve this, wecontacted experts in different fields toassist us,says Hans Verner Larsen,Managing Director o Max Bank.


Denmark has a well deservedreputation or good product andurniture design but the ollowingcase study demonstrates howa well established businesstransormed itsel using servicedesign in order to meet the

changing needs o its customers.


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Design for Services

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Design Wales

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New Design Holds

New PossiblitiesThe ca concept set new standardsor the way customers move through aMax Bank branch and what they cando while they are at the bank.

In a traditional bank, the interiordesign tends to constrain customersmovements, as most servicetransactions take place at the counter.The ca setup oers the individual

customer more latitude. Additionally,it helps create a less hierarchicalspace, as there are no counters,desks, or counselling areas.

The banks ocus on service designhelps put bank and customer on amore equal ooting, which createsthe basis or a fnancial riendship.

Max Banks caf design presentsthe bank as an open and laid-backcompany with an emphasis on serviceand an even dialogue. The caf setupalso provides flexibility, as tables,chairs and room-dividers are light

and mobile. This design conceptpromotes mobility and personalchoice. Max Banks interior designis a good example of user-orientedservice design, says Birgitte Rodh.

Good Service isGood BusinessMax Bank has worked strategicallywith service design to be able to meetany customers needs and maximisecustomer satisaction. In banking,good service is crucial for the banksability to maintain its customer baseand bring in new customers togenerate growth. Caf-banking letsus adapt our services to the individualcustomer. For example, parents can

bring their children, and while theparents discuss bank matters overa cup of coffee in the soft furniture,the kids watch a cartoon in the pillowcorner with a bag of sweets. It iscrucial for Max Bank to provide goodservice, as this turns a bank visit intoa welcome break for the customer,says Hans Verner Larsen.

While traditional banks place theemphasis on short customer visits,Max Bank has extended visits; theca encourages customers to stickaround, laying the oundation or apersonal relationship between bank

and customer.

Our focus on service design hashelped form the basis for the banksclose customer relations and thisis, essentially, good for business,says Hans Verner Larsen.

A Homely BankWhile early versions o the conceptat frst sight looked like a ca insidea bank, the latest Max Bank branchin rhus looks more like a ca thana bank. Only the flat-screen monitorsdisplaying the latest economic fguresgive anything away.

We chose this interior designapproach because we wanted tomove the living room into the public

space and create a homely bank.It offers the customers a safe andnatural environment and its a servicewe want to offer because homelinessprovides a good basis for the meetingbetween customer and bank, saysHans Verner Larsen.

The change also accommodatesshiting trends in the world o banking,as most customers now handle theireveryday fnancial business online.This means customers might only visittheir bank a ew times a year, unlessthe bank oers good, innovativeservices a trend that Max Bank

seeks to actor into the design o all itsbranches, particularly the latest one.



Contents

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Baltic:


Design for Services

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Design Wales

Calendar 2008/2009


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We have used design to make thenew branch more informal in orderto promote a homely and relaxedatmosphere, and we have establisheda wireless internet connection.This lets customers handle their bankbusiness in front of the computer in ahomely setting. And that is a servicethat our customers appreciate,says Hans Verner Larsen.Design plays a key role in all Ma xBanks branches. Both the overallsetting and the details have beenapproached rom a design perspectiveto ensure consistency and a cleardesign philosophy. The rhus branchin particular expresses a strongawareness o service design. BirgitteRodh suggested the use o wood inthe interior design because as anorganic material that takes a long timeto mature, it indirectly emphasises thebanks core values o time and qualit y.

A Chance that Paid oDespite the thorough groundwork,launching the ca concept meanttaking a risk. Hans Verner Larsen

explains: A distinct service designmay attract new customers, but it alsorisks putting o existing customers.So we considered it careully beorewe gave the go-ahead or the ideao combining bank and ca.

The challenge with the ca conceptwas that the traditional bank designwith counters and counselling areaswas gone, so the customers had toget used to the idea o discussingprivate fnancial issues in an open,public space. Despite this challenge,management decided to take thechance, based on a strong belie thatdesign pays o and a certainty thatthe ca concept was the right ideaor modernising Max Bank.

What does theFuture Hold?Max Bank is part o a growing marketwith rapid development and numerousnew competitors. The bank has tocontinue to be innovative and improveits service design, i it is to keep thetitle as Denmarks most customer-riendly bank.

The evaluation of the experiencesfrom rhus will form the basis for anassessment of the caf concept andits future in other branches. But I caneasily imagine a Max Bank in central

Copenhagen, because our cafconcept forms the basis for good,customer-friendly service. That is whyMax Bank is also going to be amongthe future banks in Denmark,Hans Verner Larsen concludes

Max Bank:

Capitalising on service design

Max Banks 6 stepsto successulservice design:


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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Baltic:Customer experience project


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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Baltic:


The ollowing case study highlightshow specialist service design companylive|work engaged sta rom theBALTIC Centre or ContemporaryArt in understanding customersexpectations and experiencingtheir service in relation to others inthe area. Live|work recently partneredwith BALTIC, Centre or ContemporaryArt in Gateshead in North EastEngland [http://www.balticmill.com]to help create and prototype newcustomer experiences. By workingclosely with a group o 16 members osta rom dierent levels across thewhole organisation, the project lookedat improving the existing customerexperience through co-design with thesta. This is their story

The project began with the sta beinggiven Camera Probes to record whatthey believed to be good and badcustomer experiences both in andout o BALTIC. The results providedthe group with a set o key customers

needs and possible opportunitieson which to base the new serviceproposals. The next stage asked thesta to act as customers when theywere sent out on Service Saaris.Each o the fve Saaris involved adierent type o customer experience,ranging rom visiting McDonalds,buying a book rom Waterstones, tospending the day at the local Sea-liecentre. These experiences allowedthe participants to understand howservices work outside o BALTIC andreflect on how they compare to theservices that BALTIC provides. Theoutput o these tasks was used asthe inspirational material or the nextstage o the project.

Using the needs and opportunitiesuncovered rom the Service Saaris,the sta rapidly generated over 140ideas on how to improve the BALTICvisitor oer. These sketched ideasranged rom small detailed changesin the existing customer experienceto large scale ambitious projects orthe uture.

Throughout the project, a blog wasused to record and archive theworkshop outputs, including servicesaaris, sketches and prototypefndings. This password protectedweb space was used during andater the project by both live|workand BALTIC sta.

Having voted on which concepts totake orward, the sta created roughprototypes o their ideas (including theuse o cardboard and sticky backedplastic) to test on the public andother BALTIC sta in real t ime duringgallery opening hours and quickly

Services are delivered through adynamic system o people, pro-cesses, technology and probablyother services. Understanding thevarious aspects o this systemrequires a diverse range o tech-niques and engagement with sta

and customers.


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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Design or Services


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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Design or Services

In this age o commoditised productsand services, where the customerexperience begins long beore a saleis made and competition is no longerabout price alone, companies areunder increasing pressure to providememorable, personalised, customer-ocused services. To dierentiatethemselves rom their competitors,companies need to recognisethemselves as service providers andstrive to make what they do moreuseul, usable and desirableor their customers.

To show how a company might start to reect upon thedesign o the services they oer, we asked specialistservice design company Engine to describe their approach.The ull document is available rom the Resources sectiono the Design Wales website but here Basheera Khanhighlights some o the key messages.

The fve undamentalso good service


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009
http://www.theenginegroup.com/http://www.theenginegroup.com/


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Design or Services

Like products, servicescan also be designedService design is a very powerul tool.A key element o undertaking thedesign o a service requires an analysiso all the points o contact betweenthe customer and the service provider.These are usually called touch points,and include the brand, customer-acing sta, environments, sales andcommunications materials and channels.

For this reason, design or service is avery practical approach to implementinga wider, design-led business strategy.Small businesses can use designas a creative and accessible orm obusiness planning to align their strategy,brand and communications aroundpropositions that enhance customersexperiences. Businesses can use designholistically to identiy where, whenand how a service can be improvedand made more valuable to those whoprovide and receive it. We live in theservice century, where even somethingas small as going to the grocers caneither be a trial or a pleasant experience

that adds to the overall happiness oones day, and happy customers aremore likely to return.

Everyone is a

service providerThe distinction between products andservices continues to blur, and as suchgood customer service is becominga key dierentiator or any type ocompany. It is the whole experience,beore, during and ater the sale thatreally counts. Customers are willingto pay a premium or products andservices that help make their liveseasier, more enjoyable and exciting.

Established companies such as Appleand IBM are developing services ortheir customers, realising that theirproducts act as gateways or enablerso these services. The classic exampleis Apple and the integration betweenthe iPod and iTunes. IBM is also nolonger positioning itsel as a hardwaremanuacturer, but rather as a serviceprovider by oering ull IT solutionsor its clients.

Because every organisation, likeit or not, is a service provider, staneed to realise that they are serviceproviders too. The telecoms engineer

who goes up the mast to make surethat everything is working properlyhas just as much influence on theservice experience as the courierwhose manners and behaviour aecta customers experience. The mainimplication o those dierences isthat services, as opposed to products,rely on the interactions betweenthe customers and providers othe service

The complete Design or Servicedocument is available or download romResources ound on the main menu othe Design Wales websitewww.designwales.org


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009
http://www.designwales.org/http://www.designwales.org/


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Further Resources

Service DeThe ull version o the Service Design publicatDesign Wales is available to download rom thsection atwww.designwales.org

Design Council: Service Design by Bill Hohttp://www.designcouncil.org.uk/en/About-DeDisciplines/Service-design-by-Bill-Hollins/

Service Design Network

http://www.service-design-network.orgDesign Innovation Education Centre (DIEChttp://diec.onene2dev.raki.enigmainteractive.n

Service Design Conerence, Copenhagen 2http://www.ciid.dk/symposium/sds/

International Service Design event, Northuhttp://www.cfdr.co.uk/isdn/

Copenhagen Institute o Interaction Desighttp://www.ciid.dk/

Designing or Services: research into servand technology-based enterpriseshttp://www.designingforservices.typepad.co.u

Summary o last 30 years o Service Desighttp://www.howardesign.com/exp/service/

Succeeding through Service Innovation, Chttp://www.ifm.eng.cam.ac.uk/ssme/

Service by Design programme, Birminghamhttp://www.servicebydesign.uce.ac.uk/

Blog: Je Howard Design or Servicehttp://designforservice.wordpress.com/

Blog: Experientia Service Design bloghttp://www.experientia.com/blog/category/se

Podcast: Emergence conerence 2007http://www.design.cmu.edu/emergence/2007

I you would like to fnd a designer to helpyou with your ideas you can search DesignDirectory Wales which lists designers in alldisciplines based in Wales:www.designdirectorywales.org

You can also contact Design Wales who can

help you identiy the right designer or yourproject. [email protected]


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009
http://www.designwales.org/http://www.designdirectorywales.org/mailto:[email protected]:[email protected]://www.designdirectorywales.org/http://www.designwales.org/


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Design Wales

Paul Bello presenting at the Service DesignSeminar Cardi, 15 June 2006


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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Design Wales was established withthe aim o helping business realisethe direct benefts that design oersand to point the way to a moresustainable Welsh economy. Walesexperience o the growing impact oglobalisation over the past twenty

years or so has made it obviousthat attempting to compete on pricealone is not a viable, long-termoption or Welsh business.

Design Wales

The only real alternative to the challengesaced by business today is to add valueto new products and services throughthe application o knowledge andinnovation. Achieving success requiresdesign to transorm business plans intomarketable products and services.

There is now a signifcant body oevidence testiying to the act thatgood design results in real beneftsor business. It has been establishedthat a business that increases itsinvestment in design is more thantwice as likely to see its turnover growas a business that doesnt.

Part o encouraging business tocommit to design entails making itclear that while design is concernedwith how a product unctions, looksand is promoted there is more to it.For design to play a role in achievinga sustainable advantage over the longterm it needs to become an integralpart o the management and cultureo a company.

Particularly in smaller companiesadopting a design-led approachcan be a catalyst or real change.You simply cant undertake eectivedesign without market intelligence,user insight, some level o ormalprocess and investment; all owhich takes commitment rom thetop and should touch every cornero the business. Businesses thatadopt design as a key part o theiroperations and strategy will fnd thatit can transorm the culture o theorganisation to one that is pro-active,outward-looking and confdent.

Design Wales have design specialistswith the knowledge and experience tohelp resolve specifc technical issuesor develop a longer term approach tonew product/service development.The current advisory team includesthose with experience in product,ashion, textiles, graphics, branding,web, packaging and eco-design.

Resolving technicalissues and supporting

specifc projects.Design Wales can provide technicaladvice on issues such as sourcingmaterials, manuacturing techniques,understanding regulations andenvironmental best practice. Forspecifc projects we can advise on howto manage the design process, defneyour project needs via a good briefngdocument, help select appropriateexternal design expertise or developan in-house capability.

Design and businessover the long term.A key goal o Design Wales is to

encourage and acilitate more Welshcompanies into adopting designover the long term looking aheadbeyond an immediate project andmaking design an integrated parto uture business planning andproduct development.For most small and medium sizedbusinesses the management o designis relatively simple in relation to thepotential benefts, but like good designit doesnt happen by accident.


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


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Calendar 2008/2009

Design Wales orthcoming events

/September10th September 2008,10am12noonBrand Essentials WorkshopReinorcing your brandwith new mediaTaste o Enterprise,Merthyr

16th September 2008,10am12noonBrand Essentials WorkshopIntroduction to BrandingCentre or Business, Newport

25th September 2008,13pmBrand Essentials WorkshopReinorcing your brandwith new mediaCardi (Welsh Music Foundation)

26th September 2008,13pmBrand Essentials WorkshopIntroduction to BrandingFood Technology Centre, Ceredigion

30th September 2008,10am12noonBrand Essentials WorkshopIntroduction to Branding

Chapter, Cardi

/October1st October 2008,9.30am1pmTrend Style & Colour SeminarVenue Cymru, Llandudno

7th October 2008,10am12noonBrand Essentials WorkshopReinorcing your brandwith new mediaTredegar

8th October 2008,10.30am4.30pmTrend Style and Colour SeminarThe Vale Hotel Gol and Spa Resort,Hensol

9th October 2008,10am1pmStudent Design EventOdeon, Swansea

13th October 2008,10am3.30pmInternational Workshopor Design Support (IWDS 2008)St Davids Hotel, Cardi

13th October 2008,5pm6.30pmSuccess rom Design DMEEuropean Showcase (inpartnership with DME DesignManagement Europe Award)Wales Millennium Centre, Cardi

14th October 2008,10am3.30pmNew Product & ServiceDesign DevelopmentSt Davids Hotel, Cardi

14th October 2008,10am12noonBrand Essentials WorkshopIntroduction to BrandingCentre or Business, Newport

15th October 2008,10am12noonBrand Essentials WorkshopIntroduction to BrandingLlandudno

17th October 2008,5pm7pmWinning without

Pitching Blair EnnsTechniquest,Cardi

21st October 2008Brand Essentials WorkshopIntroduction to BrandingSoutheast Wales(date and venue tbc)

/November10th November 2008Brand Essentials WorkshopIntroduction to BrandingSoutheast Wales(date and venue tbc)

11th November 2008,

10am12noonBrand Essentials WorkshopIntroduction to BrandingChapter, Cardi

25th November 2008,13pmBrand Essentials WorkshopIntroduction to BrandingFood Technology Centre, Ceredigion

/December 2nd December 2008,10am12noonBrand Essentials WorkshopIntroduction to BrandingChapter, Cardi

9th December 2008,10am12noonBrand Essentials WorkshopIntroduction to BrandingCentre or Business, Newport

11th December 2008,13pmBrand Essentials WorkshopIntroduction to BrandingTechniquest, Wrexham

/January13th January 2008,10am12noonBrand Essentials WorkshopIntroduction to BrandingChapter, Cardi

21st January 2008,10am12noonBrand Essentials WorkshopIntroduction to BrandingGaleri Caernaon, Caernaon

27th January 2008,10am12noonBrand Essentials WorkshopReinorcing your brandwith new mediaSoutheast Wales(date and venue tbc)


Contents

Introduction


Baltic:


Design for Services

Further Resources

Design Wales

Calendar 2008/2009


17/17

Designed by:Sweet [www.sweetcreative.co.uk]
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