Lavrans LøvlieAndy PolaineBen Reason

Service Design: Designing cross-channel service experiences

Date: This event took place live on March 14 2013

Presented by: Lavrans Løvlie, Andy Polaine, Ben Reason

Duration: Approximately 60 minutes.

Cost: Free

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We'll start with a brief introduction to Service Design and cover a case study from an insurance company to demonstrate its key service design ideas and methods. Gjensidige- Norway's biggest insurance company—is a large organization dealing with an abstract "product" of insurance and financial services, but with outcomes that deeply affect people at critical moments in their lives. Building on Gjensidige's strategy to be completely customer centered, we will show you how a service blueprint can bring together groups—like Marketing and IT—that are often misaligned and at times at war. We'll also show you how cross-channel experience prototyping with customers and staff made two organizations (insurance and banking) feel like one to the customer.

At the end of the webcast, you will:

  • Have a basic understanding of Service Design
  • Understand the key differences between a services mindset and a product mindset
  • Know how service innovation is developed from insights and taken through to implement ion
  • Understand how the internal culture of an organization can be aligned with the goals of its customers

About Lavrans Løvlie

Lavrans Løvlie has worked as a design consultant since 1994. Before setting up live|work in London with Chris Downs and Ben Reason he worked as an Interaction Designer in Norway and Denmark. As a partner in live|work, Lavrans is has been lead designer on service innovation projects for Sony Ericsson, Sony, Aviva/Norwich Union, the BBC, airport operator BAA, the Norwegian Knowledge Centre for Health Services, the UK Design Council, Orange, Vodafone, Mustad, Fast, the Interactive Institute in Sweden as well as UK regional development agency ONE North East. Lavrans has also served on the committee responsible for the new British Standard for Service Design. During the last years, Lavrans has lectured and run seminars at the Interaction Design Institute Ivrea (Italy), Köln International School of Design (Germany), Oslo School of Architecture (Norway), University of Art and Design Helsinki (Finland), the Estonian Academy of Arts and Cranfield School of Management (UK).

About Andy Polaine

Andy is a lecturer and research fellow in service design at Lucerne University of Applied Arts and Sciences in Switzerland. In 1994, Andy co-founded the award-winning new-media collective Antirom in London and worked with clients such as the BBC, The Science Museum, and Levi Strauss and Co. (for which they won a D&AD Silver Pencil) as well exhibiting several interactive installations and performances around the word.

Andy was also a producer at dotcom giant Razorfish in the UK before moving to Australia, where he started the interactive department of visual effects company, Animal Logic. He was a senior lecturer in interactive media at the College of Fine Arts, The University of New South Wales, Sydney, and head of the School of Media Arts. He has been a guest professor at the Bauhaus University in Weimar.

Now living in Germany, Andy continues to work as an interaction designer, service design researcher, and writer alongside his duties in Lucerne. He has recently completed his PhD exploring interactivity and play and has published more than 160 articles and papers as a journalist and academic.

About Ben Reason

Ben is a co-founder of live|work and over the past eight years has directed his passion for social impact projects into delivering successful change for the public sector. Ben graduated from Liverpool John Moores University in 1994 with a bachelor's degree in fine arts, following this in 2000 with a master's in responsibility and business practice from the University of Bath. He has a background in design and innovation in network enabled services with Razorfish and Oyster Partners, working with Orange, Vodafone, Nokia, Sony, Experian, and Oracle.

Ben has provided strategic guidance and project delivery management on a range of high-profile public sector projects for organizations such as the National Health Service Innovation Institute, The Design Council, the BBC, the Home Office, Vodafone, Experian, and the Royal Society for the encouragement of Arts, Manufactures and Commerce. He has written articles for the NHS's In View magazine and has been featured in the International Herald Tribune. In 2009 he was voted one of the top 20 most influential designers in IKON magazine. His academic connections include SAID Business School Oxford, Cranfield Business School, Interaction Design Institute Ivrea, Köln Institute of Design, and Royal College of Art.