Service Design Process Best, K. (2006). Design management: Managing design strategy, process and implementation. Lausanne: AVA Publishing.
Managing the Design Strategy • Identifying Opportunities for Design • Understanding the Audience and Market • Interpreting Client and Customer Needs • Auditing the Use of Design • Establishing the Design Strategy • Promoting and Selling the Design Strategy • Planning for Long-term Growth
Understanding the Audience and Market • products and services makable NOT necessarily marketable • Marketable products satisfy a customer need and make a profit. • Marketing identifies opportunities, anticipates and satisfy needs, creates differentiation, gains competitive advantage, generates income and adds value. • Design creates value through innovation, improved functionality, visual differentiation, brand reinforcement and a positive customer experience. • Marketing and Design Departments: work together but "how" relying on the nature of the organisation and the market opportunities available.
Tools to uncover the consumer voice • To talk to potential and existing customers and market researchers to learn more about consumer preferences • Focus groups - small, targeted groups of consumers in a discussion about a proposed product or service • Field research - study the factors that affect a consumer's choice of product or service • Customer-satisfaction survey - plus to collect complaints • PLC (Product Life Cycle) - shows the stages in the life of a product or service • The Ansoff matrix - charts existing and new products against existing and new markets, and is used to plan ways in which to increase sales • Boston matrix - used in product-portolio planning to chart the relationship between market share and market growth
Ansoff matrix Product Life Cycle Boston matrix
Old 4P -> New 4E, 4B in Service Research • Old 4P- Product, Place, position, promotion • New 4E- Experience, Everyday, Exchange, Evangelism (Jack and Jill's story) • 4 B: 4 Bonds- Structural, Financial, Emotional, Social • Total Customer Value - transaction, lifetime, advocacy, collaboration • Marketing has changed often; Follow the customer not the technology; Be authentic and karaoke!