Saturday, December 20, 2014

[lecture] “성장하고 성공하는 서비스를 만들기 위한 서비스 디자인의 이해" (translation: Understanding Service Design to Create Growing and Successful Service)

My note below is work-in-progress. Need to update to reorganize lessons. Thanks!

Subject
“성장하고 성공하는 서비스를 만들기 위한 서비스 디자인의 이해" (translation: Understanding Service Design to Create Growing and Successful Service)
Place
D.CAMP 5th Fl.
Time
December 18, 2014 (Thu) 19:30~21:30
Speaker
고영혁 (Dylan Ko)
Host
D.Mentor
Focus
service design
  1. lesson:
    1. requirement for successful service
      1. growth: continuously generating revenues in upward direction from past to present
      2. growth curve: through post-mortem, identify bottlenecks suppressing growth
      3. defined success: define success/goal (e.g. solving customers challenging problems)
        1. for me, many people restore relationships with God, others, and themselves
    2. thoughts regarding service
      1. definition of service: tangible or intangible products which actualize value creation to activate business model
      2. examples of service component
        1. customer: mostly people who hire/use the service
        2. experience: people’s perception or feeling on the service; need to feel easy when using the service (<- information architecture needs to be well flowed so that people don’t need to be stressed out to find next steps)
    3. concepts to be familiar with
      1. bootstrapping: minimal profitability (c.f. profit= revenue - cost) to survive without funds
      2. service: value creation through problem solving
      3. business model= monetize value
      4. service design: everything that service providers do to bring quality service
    4. data design to make service successful
      1. need to have time concept of both static and dynamic: static as in snapshot of time and dynamic as in observing changes over time
      2. need to track causality so the learned lessons on service can be reusable
        1. when: not time but contextual case (e.g. when conducting a specific marketing)
        2. what: (e.g. the inflow of people increased)
        3. how: (e.g. )
        4. result: (e.g. )
      3. keep record of case history to learn from success and keep applying the success
    5. efficient growth (consider lean startup)
      1. meaning of lean: no unused items
      2. lean process: idea -> (make) -> product ->(measure) -> data -> (learn) -> go back to idea and iterate the process fast
    6. growth hacking- mixture of engineering and marketing
      1. meaning: maximize ROI
      2. concept: product (define and improve), marketing & sales filled with experiments at the intersection
      3. component: viral growth through landing page optimization, product management, SEO, onboarding, UX, behavioral economics, behavioral economics, email marketing, and analytics at core of all activities
    7. one of the best ways to learn service design
      1. create and launch at markets and go through one cycle
      2. watch global services (e.g. Facebook) how being transformed
    8. data design
      1. manage time appropriately:
        1. must have timestamp (need to find out users’ patterns e.g. buy at the point of checking-out, return and buy after 3 days), tables (e.g. user ID, product info, purchase method) (which users who signed-in when users sign-out), both time and time span are important; thus, keep record of both time and time span 
      2. my data should be able to tell my service’s value
        1. e.g. 땡처리 (“uber discount sale”)  (value: price difference, variety of products, coverage) => price: display history of price discount, coverage
      3. my data needs to contain key responses of users
        1. make distinctions
          1. between important and unimportant responses
          2. real and not real cases (i.e. bug)
          3. intentional and unintentional
      4. event’s group and structure
        1. independant event and continuous events need to be distinctive (e.g. credit card selection event: credit card payment selection precedes prior to credit card selection)
    9. what is metrics?
      1. static vs. dynamic
      2. void (exaggerated metrics: click, page view, visit, unique visitor, follower/friend/like) vs. actionable (results identifiable info: purchased, clicked detailed category of information: e.g. thumbnail-> number, rolling)
    10. requirements for good metrics
    11. to succeed, minimize unnecessary failures,
    12. MVP (minimum viable product): good features to test the users responses
      1. minimum (crappy products nobody wants to use) + viable (the product you want to build)
        1. include only one feature
    13. interactive prototyping
      1. mockup, wireframe
      2. prototype: service creator shouldn’t decide which one to launch MVP
        1. paper prototyping
      3. flow: repetitive use


  1. Personal takeaway
    1. read slideshare which contains images and concise texts
    2. study MVP (minimum viable product)
    3. study axure (an interactive mockup program) (c.f. 450 USD for collaborative feature and 300 USD for basic)