Service design is about designing user-friendly service. The backbone of this process is to understand the behavior of the customers, their needs and motivations. Thus, while creating customer journey or experience map, designers should base on not only on their intuition but primarily on user research findings and expert analysis. The question is how to select the appropriate set of methods that allow designers to identify problems that lower customer satisfaction.

1. Service
Design
Research
UX Poland 2013

2. Service Design
Designing customer experience
at the time of service

3. Touch points
Great experience
across all touch
points

4. Service
Examples

5. Visiting the museum

6. Concierge

7. Online loan

8. Service Design
Lucy Kimpbell

9. Service Design Process
Discovery Definition Design Delivery

11. Customer
Journey Map
How the customer perceives and
experiences the service interface
along the time axis

16. Maps of a customer experience
focus on how things will be
experienced, not how they're made.

17. Research
Identifying, discovering
and understanding
the service context
and users

18. Research
Context

19. Touchpoints

20. www, mobile
Mailing
Social media, forum
Advertisement – display, tv, radio, outdoor
Places – store, institute, home, office
Dokuments – POS, invoice
Touchpoints

21. Research
Users

22. People

23. Users, customers
Frontstage employees
Backstage employees
Partners
Stakeholders
People

24. Research
Methods

25. Interviews
Individual, in-depth
At lab, home, office

26. Interviews
With customers, employees,
partners, stakeholders

27. Field study
Observing users in the field
at the time of service

28. Field study
Watch people visiting the institution
Watch customers shopping at the moll

29. Mystery shopper
Researcher in customer’s shoes

30. Mystery shopper
Shop online and try to take the loan
Talk with consultant about the service

31. Diary study
Users record their experiences
related to a particular subject
over a period of time

32. Diary study
Moments when looking for help
Experience when visiting museums

33. Usability testing
Observe how customers are useing
interactive products

34. Usabilitymobile app
Test the website and
testing
Conduct eyetracking of landing page

35. Questionnaire
Online or offline
For users, employees or partners

36. Questionnaire
Ask call center employees about calls

37. Desk research
Analysis of customers’ opinions

38. Desk research
Read forums and Facebook fanpage

39. Report analysis
Help desk, call center, FAQs

40. Expert review
Expert analysis of touch points
– websites, documents, places

41. live|work

42. Thx!

43. www.servicedesigntools.org
icons by www.picol.org
Stormtroopers 365 on Flickr by Stefan
Lego experience map
Rail Europe experience map
Third example of experience map