Service design

On service design Søren Bechmann

What is a service?

”Service is everything that can’t fall on your feet.”

73% of what we do in Denmark is related to services

What characterizes a service? Intangible Sale = production = use Volatile, not possible to store Often complex and part of a process Difficult to measure Varies and is heterogeneous Buyer without control Buyer play an active role

Consequenses Intangible Make tangible, evidencing Sale = production = use Capacity, time management, HRM Volatile, not possible to store Dramatice and valuecreation Often complex and part of a process Simplify, explain Difficult to measure Create quality experience Varies and is heterogeneous Handle variability and complaints Buyer without control Create feeling of control Buyer play an active role Make the buyer participate

What is service design?

Service design is about developing services that are attractive to customers and effective to the service companies

Service design is the design of intangible, often complex experiences that reach people through many different touchpoints and that happen over time.

What can service design do? Create deeper insight in user needs Develop services with the users Create stronger relations to customers Develop better services Optimize and make more efficient services Create better cooperation – internal and external Integrate more disciplines across the organisation Coordinate all touchpoints Create foundation for differentiation and branding Give companies something more relevant, different and credible to say and do

Service design Experience Innovation Emotional Innovation Process Innovation Functional Innovation

The Service Design process

Methods and tools

Methods and tools Customer Journey Lorem ipsum is a Lorem ipsum Lorem ipsum is is a Lorem lore a Lorem ipsum ipsum is a lore is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a klew wert a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore ipsum is a lore Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a Lorem lore a Lorem ipsum ipsum is a lore is a klew wert Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore ipsum is a lore Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is Lorem ipsum is is a Lorem lore a Lorem ipsum a Lorem ipsum ipsum is a lore is a klew wert is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a klew wert a Lorem ipsum is a klew wert

Methods and tools Molecular Modelling Approach Børste sko Påføre skocreme Pudse sko Modtage betaling Forkert Rengøre sko Materialer farve Valg og indkøb af materialer

Methods and tools Service Blueprint Evidence ! Customer Activity ”Interaction Line” Frontstage ”Visiblity Line” Backstage ”Line of Internal Interaction” Support Processes

Methods and tools Emotional Timeline

Methods and tools

Service Evidencing Formal Evidence Experienced Evidence Real Evidence

Service Evidencing: Real Evidence

Service Evidencing: Formal Evidence

Service Evidencing: Experienced Evidence

Service Evidencing

Service design or service branding? Product Brand Service Experience kr. 0,25 kr. 1,50 kr. 15,00 kr. 35,00

Service design or service branding? A brand is the result of everything a company do Of all the touchpoints betweem company and customers Everything communicates Service design can coordinate all touchpoints Service design can add more substance and content to the brand Service design creates something relevant, different and credible to tell the customers

Service design = branding Advertising Sponsorships PR Website Complaint handling Invoice Shops IT Cleaning Driver Everything Staff communicates Telephone Know how Payment Uniforms Services

What if...? Kindergarten Fitness Center Trains

Examples

Tryg Vesta

Progressive Casualty Insurance

Hotel Malibu Beach Inn

Sticks ’n’ Sushi

The Carphone Warehouse

iTunes

Søren Bechmann bechmann@youmail.dk Author Speaker Servicedesigner In advertising since 1983 2008 2009 2010

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Service design

by Søren Bechmann on Mar 01, 2010

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Service design — Presentation Transcript