Service & Experience Designa brief introduction...
Service Definition From the Latin "Servitium" means any activity or performance provided by a person for the benefit to another. -T. Levitt,1985-
Product VS Service In Services the link Production Production between the production and delivery or utilization Product Service is stritcly connected. That means more interactions to take Utilization care during this Utilization stage.
Service Features Interaction At the end of any performanceExchanges Service Relations = it must ensure a Final Result Activity
Service & Experience Design in te g Co raService Design is an interdisciplinary ct rap m ma io hi m n m n c u a a s de de nic ge rk ociapproach that combines different methods si si at me eti olo gn gn io n n g n t g yand tools from various disciplines:Focused on the creation of well thought throughexperiences, using tangible and intangiblemediums.It provides benefits to the to the end userexperience, such as retail, banking, “Service Design helps totransportation, healthcare ecc. innovate or improve services. Making them more useful,Service Design is essential in a knowledge drive economy usable and desirable” -The Copenhagen Institute of Interaction Design-
How service design works"Design means to translate problems Iterative process into opportunities" Requirements -D. Saffer- analysis Evaluation Creation Design Implementation Loop Idea Generation Prototyping See, Hear, Smell, Touch and Taste Reflectionthe physical manifestation of services.
A series of actions ...The Service is intended as a series of activities.As each frames forms a movie.Service & Experience Design breaks down the process in order to understand limitations and to discover new opportunities.
Three levels of goal “I wanna it” Desirable “It’s easy to use” Usable User Values “I need it” Useful Business Values
Methodology Context Requirements Vision and Strategy Concept Testing Analysis Define Understand Discover Design Implementation Branding Interview User Centred Design Brainstorming Service Safaris Co - Create System map Benchmarking Customer Jorney map Offering map Scenarios Stakeholder map Personas Storyboard Prototyping
Define Context Define Branding Benchmarking- Highlighting the values and history into the serice.- Research on the context, actors and positioning of the service.
BrandingWorking on the service identity: - Similar servicesCombining elements from the original - Competitorsmission with the new objectives. - PositioningBuilding a coherent and credible reputationthat reflects these values through the - Targetservices.BenchmarkingResearch and Comparison of similar services,cases, business models ecc.in order to understand who are the actorsinvolved, limits, opportunities and serviceoffer positioning.
Understand Requirements Analysis Understand Interview Service Safaris Customer Jorney map Stakeholder map- Explore the service during its process operation in order to evaluate limits and opportunities.- Analyze the Touchpoints.
Service SafarisLook the service since its early stages in order - Observeto define any limits and opportunities. - DocumentDocument service issues from a - Touchpointssystem and user point of view. - User ExperienceJourney MapIts a visual map that represents the user ex-perience path within the service.Documents the issues from a focused userperspective.
Discover Vision and Strategy Discover User Centred Design Co - Create Offering map Personas- Define strategies and user target.- Adapt new solutions, considering effects and consequences.
UCD(User Centered Design)This approach involves directly the user - Contextduring the main design phase, in order tobetter understand his interaction with the - Problems service. - NeedsThrough his behavior, character,social context etc.. - GoalsIn this way can be possible to collectqualitative information about his experience.PersonasThis technique allows designers to identifythebasic target characteristics, usingfictitious profiles which represent realuser features.
Design Concept Design Brainstorming System map Scenarios Storyboard-Create logic models which provide a clear picture of whole project.Through these tools will be possible to understand all the interactions,flows and logical process into the service.
Idea GenerationThe design phase can start when therequirements analysis is done, identifying - Solutions problems and the consequent opportunity to intervention. - InteractionIn this step is important to take take in - Logicconsideration possible solutions.Basically turning limits into opportunities - Systemand than into solutions.ScenariosWith this technique is possible to simulatethe solutions taken into account.Building a hypothetical scenario butplausible where the interaction of thedifferent actors are involved.In this way is tested the logic process.
ImplementationTesting Implementation Prototyping- Implement changes and monitor the process with the staffand users.
PrototypingIn some cases it may be useful to makeprototypes that represent examplesor functioning models that simulate - Prototypessolutions adopted. - MonitoringThrough these prototypes is possible totest its validity. - Utilities - ValidityMonitoringAfter the implementation phase, is necessaryto test the new service features, both withusers with the service provider.In this way can be evaluated somerequirements like usefulness and usabilityin all the touchpoints which build up theservice.