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Eng workshop-pres-v01

Allen J Cochran presented on designing for successful service systems through product touchpoints. The agenda included defining products, services, and experiences. Services were described as intangible and relating to the interactions between service providers and customers/users. Experiences were framed as occurring through a cycle of connecting and attracting customers, orienting them, compelling the relationship, and retaining them over time. The presentation aimed to critique a current activity through this framework.

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Service Experiences EXPLORED THROUGH PRODUCT TOUCHPOINTS
Who am I? Allen J Cochran Service & Interaction Designer CURRENT PREVIOUS MFA Candidate Junior Design Researcher OSU Department of Design SonicRim President Contracter Graduate Student Body Frame360 User Experience Designer BFA OSU Office of Tech Comercialization & Knowledge Transfer University of Cincinnati, College of DAAP
Agenda 1. Some boring but essential definitions... 2. Designing for successful service systems 3. Today’s activity! 4. Critique 5. Q&A
What are products?
What are products? 5 Intangible Tangible Abstract Sweet website dude! © Copyright, Allen J Cochran, 2012, All Rights Reserved
What are services?
What are services? 7 Intangible Tangible Abstract Sweet website dude! © Copyright, Allen J Cochran, 2012, All Rights Reserved
The Service Triangle 8 Service Provider Customers/Users This provider could be These users could be an public or private, an individual, household, individual or an producer, private body, organization. public body, collective unit, a nation, etc... 1. Relationship formed rovider tomers Cus from Brand Experience ceP Service Relations and / vi Us Interactions Ser ers 1 3. Meta Design 3 2 2. Design Intervention of CGS on Intervention of Delegates, the Service Medium Stakeholders & Constituents on Service Medium. This is a form of ownership of the Delegates, Stakeholders & Constituents on the Service Medium Se m Ex rvic e M e diu pe e rie n c e C y cl The Reality to be Goods, materials, coded transformed or operated information, or individuals on by the Provider and or organizations for certain for the sake of the Users dimensions. © Copyright, Allen J Cochran, 2012, All Rights Reserved
What are experiences?
Experience Cycle 10 1 Conn ec ate t& oc A dv ttr A 5 1 ac t Compelling 5 2 d & Retain Reverberating Orienting 2 O 4 3 rien n xte t Generating Embedding E 4 Inter act 3 1. Connect & Attract 2. Orient 3. Interact 4. Extend & Retain 5. Advocate The initial connection with a The overview or preview of The completion of valuable The person comes back for The person actively commu- person to make an effective what’s available or possible, or valued activities while more as their expectations nicates his/her satisfaction and affective impression allowing exploration and delighting the senses and are raised -- at the same to others. supporting the early stages establishing expectations time a significant level of of learning about the overall content of loyalty and leverageable the encounters relationships are achieved © Copyright, Allen J Cochran, 2012, All Rights Reserved Adapted from Shelley Evansen & Hugh Dubberly
How do they come together? PRODUCTS + SERVICES + EXPERIENCES = ?
Adapted Sunflower Exercise 12 2. Middle 3 Value Proposition What is your core competancy? 2 1 1. Center Product What are you selling? 3. Petals Touchpoints Where do consumers experience your product? 4. Stem 4 Drivers What are your motivations behind the product? © Copyright, Allen J Cochran, 2012, All Rights Reserved Adapted from Rob Ryan’s Sunflower Exercise
Customer Journey Exercise 13 PRE-SERVICE SERVICE POST-SERVICE How do consumers hear about How do consumers interact with How do consumers continue to use your product? your product? your product? HINT HINT HINT Explain your value proposition Expose your touchpoints to consumers Tell them about core competencies What are consumers’ expectations of What are the experiences consumers What is the satisfaction your your product? have with your product? consumers’ have? © Copyright, Allen J Cochran, 2012, All Rights Reserved
Sooooooooo, what’s the activity?
We’re going to create our own companies.
The Tools 16 Sunflower Customer Journies Rapid Prototyping © Copyright, Allen J Cochran, 2012, All Rights Reserved
The Problem 17 Students are leaving campus less well than they arrived on campus. How can we create products that encourage wellness among students? © Copyright, Allen J Cochran, 2012, All Rights Reserved