Contextual Service Design Harnessing Digital Disruption

solstice at-a-glance Our mission is to transform the way the world does business through the use of contextual technologies Delivering value to our strategic partners by designing and building apps for the world s largest brands 185 Employees Inc. 500/5000 - Five years running Top 100 Digital Firms Fortune, Consulting Magazine: Best Places To Work 4.9 stars on GlassDoor, 98% Employee Retention 9 Patents, 1 Emmy 211 Apps (and counting) 29.4M Downloads

mo-bil-i-ty nu-cle-us /mōˈbilətē/ /ˈn(y)o oklēəs/ noun noun: mobility 1. 1.the ability central to and move most or important be moved part freely of and object, easily. movement, or 2. group, the ability forming to move the basis between for different its activity levels and in growth. society or employment

*Not my grandfather s actual car

the mo-bile nu-cle-us /wow/ revolution, movement, turning point 1. a set of technology and experiences pushing a new way of thinking 2. driving a new world that is ushering in the age of digital transformation 3. enabling a revolution that is happening now and should be acted on

expectations have changed the most forward thinking are taking advantage

today s agenda concepts trends takeaways

three concepts the foundation for digital transformation PROPRIETARY & CONFIDENTIAL

concept #1 what s a service? services are everywhere 60-70% of industrialized nations GDP is from services Most products today are combined with services (buying, support, maintenance, decommissioning, etc.) Services are customer and employee facing

concept #1 service design Borrowing from many of the disciplines of user Cross-Functional Ideation User Research experience design, service design is a humancentered approach that focuses on the holistic customer experience across digital and physical channels. Rapid Experimentation Service Design

service design in action: easing travel frustrations concept #1 Getting to the Airport Check-In Waiting at the Airport Inflight Arrival Getting to the Destination Worried about getting to the airport on time Overwhelmed by crowds/lines Uncomfortable, crowded waiting areas Feel stuck & bored Bored Uncomfortable Worried checked bags were lost Stressed trying to connect with people Customer journey with an airline Contextual travel notifications let you know when to leave for the airport Airline Transport Ability to skip the checkin line via mobile checkin TSA Pre Wifi available Airport lounges Digital Entertainment & Wifi Westin Heavenly Bedding Glass Bottom Plane Ability to track bags digitally Cell phone waiting lots ease pickups Innovation Class

concept #2 contextual computing PERSONAL COMPUTING MOBILE COMPUTING CONTEXTUAL COMPUTING INFORMATION ACCESS ANYTIME ANYWHERE ANYTHING THE INTERNET OF THINGS USER INTERFACES MOUSE TOUCH NATURAL NATURAL USER INTERFACES DATA ACCESS COMPLEX CONSUMPTION SIMPLE CONSUMPTION UBIQUITOUS COLLECTION BIG DATA HUMAN COMPUTER INTERACTION MULTI-STEP SINGLE ACTION TRIGGERS LET ME TELL YOU CONTEXTUAL AWARENESS

concept #2 the contextual ecosystem Big Data technologies can store billions of data points from mobile and IoT devices, and use it to push relevant information to contextually aware platforms.

concept #3 digital physical mashups digital + physical = digical Customers have tightly integrated their digital and physical lives. Successful businesses are beginning to do the same utilizing connected devices, cross channel experiences and sensor aware ecosystems. Do Maintain Competitive Advantages: Successful digital solutions are an extension of the core competency, allowing the business to create efficiencies or generate new revenue streams Collaborate: To understand the needs and opportunities, create cross functional teams and keep digital experts involved in every step of the process Don t Let Digital Disrupt the Core Business: Business need to continue to invest in their core, physical solutions that made them successful in the first place Work in Silos: Solutions need to flow across all parts of the business in order to create efficiencies and meet consumer expectations

concept #3 digital physical mashups retailers embracing digical solutions Nordstrom is extending their reach and creating a new revenue stream with the acquisition of Trunk Club Same core consumer Same high end service Embracing millennials who want to shop online Stores with a digital & physical presence are 5x more profitable Macy s is strengthening their core offerings through omnichannel solutions Meeting consumers expectations that the digital and physical worlds are seamlessly connected Found that locations with digital & physical solutions were 5x more profitable

concept #3 digital physical mashups healthcare gets digical Digital New ventures that are 100% digital solutions Digical Bring together the digital and physical create new opportunities that capitalize on the competitive advantages of the physical business Physical Conduct business as usual, ignoring digital changes because they don t realize the impact they may have Doctor on Demand Instant visit with a physician for only $40 through a mobile app Mayo Clinic - Better App Capitalizing on Mayo s great reputation and extending their expert knowledge through a mobile app Traditional Healthcare Centered around the patient coming to the physical building

three trends driving contextual service capabilities PROPRIETARY & CONFIDENTIAL

Value trend #1 prescriptive analytics Why did it happen? Diagnostic Analytics What will happen? Predictive Analytics How can we make it happen? Prescriptive Analytics What happened? Descriptive Analytics Difficulty

trend #2 proximity based interactions: beacons Low-cost transmitters broadcasting unique identifiers use Bluetooth Low Energy (BLE). Beacons trigger an action when a compatible device is within its proximity. ios 7 - iphone 4s or greater Android 4.3 and up - High-end devices

proximity interactions: smart office trend #2

trend #3 small data vs. big data integration

trend #3 small data integration: app unbundling Enterprises are moving from one-size fits all, feature packed apps to task specific apps that capture the micro mobile moments Enhance experiences Enable new lines of business Create Task Add ecosystem Differentiate to Reach new Connect the Specific Tools entry points meet unique needs consumers physical & digital

trend #3 small data integration: inter-app communication Action Extensions Interface Extensions

three takeaways actionable insights and deliverables PROPRIETARY & CONFIDENTIAL

sample service design deliverables takeaway #1 User Personas Journey Map Service Blueprint Each represents a specific segment of the market Help to understand the goals, needs, and feelings of unique customer groups Created through interviews, surveys, and observations of customers Show the customers feelings at different touch points throughout their journey Identify opportunities to provide service solutions to address negative feelings at various touch points Created by cross functional teams using personas, data, and customer feedback Customer touch points mapped to relevant business actions and processes Includes both direct interactions with the customer and internal processes Created by cross functional teams with a deep understanding of customers and business operations

Management Consultancy (Corp Strategy) Design Agency (Marketing/Product) Technology Integrator (IT) takeaway #2 next generation delivery models From: To: service design lean ux agile delivery

takeaway #3 contextual architecture considerations From Building Apps BYOD Communicators Buying Software Cloud Based Integration On Demand Pull To Designing Service Driven Experiences Corporate Owned Innovation Platforms Service Enabling Existing Software Contextual Integration Prescriptive Push

THANK YOU Lewis Lancaster Product Principal, Solstice Mobile @ideatofeature https://www.linkedin.com/in/lewislancaster llancaster@solstice-mobile.com