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Sd presentation

  1. 1. SERVICE DESIGN BASICS Aditya Pawar Jan 2014
  2. 2. Timber Soap powder Restaurant meal Furniture Airlines Management consultancy Perfume Building repairs Education Pure Services Pure Goods What’s a Service industry?
  3. 3. What are we aiming for when creating services? Experience Economy, Pine and Gilmour
  4. 4. Service Design Service design: The application of design methods and tools to the creation of new service systems and service activities with special emphasis on perceptions of quality, satisfaction and experience. Service design requires an understanding of the customer outcome and customer process, the way the customer experience unfolds over time through interactions at many different touch-points.
  5. 5. Services… - Are not tangible - Are note separable from consumption - Cannot be stored - Cannot be owned - Are complex experiences - Quality is difficult to measure
  6. 6. Dominant view of Services IHIP (intangibility, heterogeneity, inseparability, and perishability) View: Service should be defined and studied as different from and a complement to products. SDL (service dominant logic) view: Service should be defined and studied as everything involving purposeful value-co creation between entities. Value co created in use by resource integrators. PSS (product Service System) view: Services should be defined as a flow of resources (human, goods, finance) between systems and subsystems. An operative perspective for a supplier. IfM and IBM. (2008). Succeeding through service innovation: A service perspective for education, research, business and government. Cambridge, United Kingdom: University of Cambridge Institute for Manufacturing.
  7. 7. Intangibility Services cannot be seen, felt, tasted or touched in the same manner in which goods can be sensed Inseparability Most services require the presence of customers for the production of services Heterogeneity The quality of the performance may vary from time to time, depending on the situation and service participants Perishability Most services can’t be stored and therefore depend upon the ability to balance and synchronise demand with supply capacity
  8. 8. PSS Source:
  9. 9. Example: Citizen M CitizenM started as an observation: the world has seen the evolution of a new type of traveler. These modern individuals are explorers, trekkers, professionals and shoppers. They are independent, share a respect for different cultures and are young at heart. You might be one of them. If so congratulations: you are what we call a Mobile Citizen of the World. You’re so important to us that we named our hotel after you.
  10. 10. Example: Task Rabbit
  11. 11. Example: ZIP Car
  12. 12. Example: Dabbawallas of Mumbai The transport of lunch boxes from home to office. Daily 4000-5000 dabbawallas carry 1,75,000 – 2,00,000 tiffin boxes everyday . That’s one error in every 8 million deliveries, or 16 million if you include the return trip.
  13. 13. This is what happens when a service goes wrong!
  15. 15. Service blueprinting “Just as architects use blueprints to communicate their designs to engineers, building occupants and owners, service blueprinting can be used as a communcative tool between those who consume services and those who design, enable, track and deliver services” - SusanSparagen, IBM Blueprinting=Theater production 1. Onstage: • What the user sees/feels/is aware of 2. Backstage: • Necessary provider actions the customer is not exposed to 3. Line of Visibility: • Curtain • Conscious guide of what the customer should see or not see Service Blueprinting: A Practical Tool for Service Innovation , Mary Jo Bitner
  16. 16. Physical evidenc e Customer action ONSTAGE Onstage employee actions BACKSTAGE Line of interaction Background employee actions Line of visibility Support processes Line of internal interaction
  17. 17. Onstage Employee Actions “Actions of frontline contact employees that occur as part of a face-to-face encounter” (Bitner et al., 2008) Customer Actions “All of the steps that customers take as part of the service delivery process” (Bitner et al., 2008)
  18. 18. Physical Evidence “Tangibles that customers are exposed to that can influence their quality perceptions” (Bitner et al., 2008) Process Evidence Completion Evidence
  19. 19. Support Processes “Activities carried out by individuals and units within the company who are not contact employees” (Bitner et al., 2008) Backstage Employee Actions “Employee actions that occur „behind the scenes‟” (Bitner et al., 2008)
  20. 20. Script before blueprinting!
  21. 21. Service blueprinting Importance: - Critical for capturing the intangible nature of service - Visual depiction reduces complexity when designing - Highlights the steps (the highs and lows in user experience) - Establishes key ‘contact points’ (touch-points) with the user and the physical artifacts, spaces and human actors that form a part of the service - Service providers can identify fail points (broken journeys), but also leverage points at which user experience (or profit!) can be enhanced
  22. 22. Thanks! Q&A
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