Intro to Services Flashcards
Why is Manufacturing being Servitised
Economic:
Manufacturing firms in developed economies cannot compete on the basis of cost (technological developments are enabling them to add innovative services)
The installed base argument (e.g. for every new car sold there are already 13 in operation, 15 to 1 for civil aircraft and 22 to 1 for trains)
Stability of revenues
Strategic rationale:
Lock in customers (sell the original equipment at cost, make money on spares)
Lockout competitors
Increase the level of differentiation
Customer demand
Service as a pre-sale activity
Environmental rationale
Change the notion of ownership
Service Design
Bias towards action: more about doing than thinking
Embrace experimentation: prototyping
Radical collaboration: bring together innovators with varied backgrounds and viewpoints
Show don’t tell: communicate your vision in an impactful and meaningful way by creating experiences
Focus on human values: empathy for the people you are designing for and feedback from these users
Craft clarity: produce a coherent vision out of messy problems.
Mindful of the process: know where you are in the design process, what methods to use in that stage and what your goals are.
Service Design Thinking
Empathise:
Observe: watch users (and service providers) in context…
Engage: interact with users (and service providers) through scheduled interactions and unscheduled encounters…
Immerse: experience what your users (and service providers) experience…
Define:
Provides focus and frames the problem.
Provides a reference for evaluating competing ideas.
Empowers your team to make decisions independently in parallel.
Fuels brainstorms by suggesting “how might we” statements.
Saves you from the impossible task – designing things that are all things to all people.
Is something you revisit and reformulate as you learn by doing.
Guides your innovation efforts.
Ideate: to steps beyond the obvious solutions and drive creativity
Prototype: learn by doing
Test
