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Medlemsorganisationens muligheder ved digitalt
servicedesign
Groupcare 6. oktober 2015
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Hej Jeg hedder Morten
MORTEN GADE Partner, Kontrapunkt A/S
[email protected] 52 14 59 70
@mortengade
www.mortengade.dk www.kontrapunkt.com
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MORTEN GADE / KONTRAPUNKT 2015 3 3
Kontrapunkt er det fĂžrende skandinaviske designbureau.
Vi udvikler brands og designer 360° brandoplevelser gennem visuelle identiteter, kommunikation, services, produkter, adfÊrd og omgivelser.
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MORTEN GADE / KONTRAPUNKT 2015 4
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MORTEN GADE / KONTRAPUNKT 2015 5
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MORTEN GADE / KONTRAPUNKT 2015 6
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7
DIG
Efter Osterwalder & Pigneur: Value Proposition Design
Motivatorer
Barrierer Brugerens opgave Din service
GĂžr det lettere
Skaber incitament
DIN BRUGER
MORTEN GADE / KONTRAPUNKT 2015
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Et globalt marked betyder, at brugernes forventninger
er Ăžget dramatisk de seneste Ă„r.
8 MORTEN GADE / KONTRAPUNKT 2015
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KONTRAPUNKT© 2013 9
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KONTRAPUNKT© 2013 10
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KONTRAPUNKT© 2013 11
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KONTRAPUNKT© 2013 12
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KONTRAPUNKT© 2013 13
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KONTRAPUNKT© 2013 14
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KONTRAPUNKT© 2013 15
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En service er et vÊrktÞj, der gÞr en opgave nemmere for din mÄlgruppe.
De bedste services skaber ogsÄ stÞrre Êndringer.
16 MORTEN GADE / KONTRAPUNKT 2015
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eTilbudsavis er en service, der gÞr det let for dig at finde den laveste pris pÄ en kasse Þl.
eTilbudsavis er en af Danmarks mest populÊre digital services, installeret pÄ over 1 million devices.
MORTEN GADE / KONTRAPUNKT 2015
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MobilePay gĂžr det let at give penge til andre.
MobilePayÊndrer mÄden, vi sender penge til hinanden. Det Êndrer mÄden vi bruger DBA, loppemarkeder, butikker og meget mere.
MORTEN GADE / KONTRAPUNKT 2015
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Airbnb gĂžr det let at bo til leje privat.
Airbnb har Êndret mÄden, vi bor pÄ, nÄr vi er ude at rejse.
MORTEN GADE / KONTRAPUNKT 2015
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I en organisation er en digital service en teknologiunderstĂžttet interaktion med et medlem.
20 MORTEN GADE / KONTRAPUNKT 2015
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MORTEN GADE / KONTRAPUNKT 2015
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Kontrapunkt ©
MORTEN GADE / KONTRAPUNKT 2015
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MORTEN GADE / KONTRAPUNKT 2015
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MORTEN GADE / KONTRAPUNKT 2015
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Hvad kendetegner den vellykkede service?
25 MORTEN GADE / KONTRAPUNKT 2015
1) Opfylder et reelt & erkendt brugerbehov â bedre!
2) Realiserer organisationens ideelle mÄl
3) GĂžr gavn af accepteret teknologi
4) Er synkroniseret med organisationens arbejdsgange
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MORTEN GADE / KONTRAPUNKT 2015 26
Fragmenteret?
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MORTEN GADE / KONTRAPUNKT 2015 27
Formuler det lĂžfte, der kan definere alt andet
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MORTEN GADE / KONTRAPUNKT 2015 28
(formÄlsparagraffen?)
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MORTEN GADE / KONTRAPUNKT 2015 29
BrandlĂžfte
Services
Produkter Kommunikation Omgivelser
Visuelt udtryk AdfĂŠrd
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MORTEN GADE / KONTRAPUNKT 2015 30
Image Selvbillede
Ănsket image
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MORTEN GADE / KONTRAPUNKT 2015 31
Byg en sandkasse
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Frontstage & backstage
32 MORTEN GADE / KONTRAPUNKT 2015
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Kontrapunkt ©
I frontstage interagerer brugeren direkte med serviceudbyderen
Hvert kontaktpunkt kalder vi et touchpoint.
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MORTEN GADE / KONTRAPUNKT 2015
I backstage udfĂžrer serviceudbyderen de nĂždvendige opgaver for at stĂžtte frontstage â
dette er usynligt for brugeren.
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MORTEN GADE / KONTRAPUNKT 2015 35
âAlmindeligeâ kunder og medlemmer er utaknemmelige. De er ligeglade med backstage.
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MORTEN GADE / KONTRAPUNKT 2015 36
Men man kan levere bedre service eller spare ressourcer ved at bearbejde
bÄde frontstage og backstage
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Kontrapunkt ©
Brugerhandlinger
Kontraktflader/touchpoints
Medarbejder-handlinger
Backstage-personale
StĂžtte-processer
TID
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Kontrapunkt ©
Kunde bestiller
burger
Kunde venter
Kunde beder om
vand
Kunde modtager
ordre
Menu Samtale Burger
Tjener tager noter
Tjener spĂžrger til
kunde
Tjener leverer burger
Tjener indtaster bestilling
Kok modtager bestilling,
laver burger
Kov leverer
burger til tjener
Ordre-system
Ingre-dienser
Brugeroplevelse
Kontraktflader/touchpoints
Medarbejder-handlinger
Backstage-personale
StĂžtte-processer
TID
EKSEMPEL
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Kontrapunkt ©
Kunde bestiller
burger
Kunde venter
Kunde beder om
vand
Kunde modtager
ordre
Menu Samtale Burger
Tjener tager
noter â pĂ„ iPad
Tjener spĂžrger til
kunde
Tjener leverer burger
Kok modtager bestilling, laver mad
Kov leverer
burger til tjener
Ordre-system, app, ingre-dienser
Brugeroplevelse
Kontraktflader/touchpoints
Medarbejder-handlinger
Backstage-personale
StĂžtte-processer
TID
EKSEMPEL / ITERATION
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MORTEN GADE / KONTRAPUNKT 2015 40
Som medlemsorganisation flyder frontstage og backstage sammen
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41
Valgt
Medlem Frivillig
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Men det kan lade sig gĂžre!
42 MORTEN GADE / KONTRAPUNKT 2015
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MORTEN GADE / KONTRAPUNKT 2015 43
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MORTEN GADE / KONTRAPUNKT 2015 44
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âDet har jeg aldrig prĂžvet fĂžr, sĂ„ det klarer jeg helt sikkert!â
PIPPI
45 MORTEN GADE / KONTRAPUNKT 2015
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Tak MORTEN GADE
Partner, Kontrapunkt A/S
[email protected] 52 14 59 70
@mortengade
www.mortengade.dk www.kontrapunkt.com