service design
being rigorous about
to whom it is relevant
1

“How can I help you?”
=
What are the expectations and limits of my role here?
How can this organization help you?
I am having such a bad day!
I can only help you if you help me by telling me clearly
what you really want.
How much are they paying me to be nice to someone as
awful as you?!
2

“How can I help you?”
=
service design is unavoidably political
insofar as it is in essence getting people
to perform the role
of _being friendly to_ a stranger
=
(servicing the needs of)
3

“How can I help you?”
=
service design is theatrically political
4

service engineering
servqual management
service design
5

service engineering
servqual management
service design
new ways of consuming
ROI Margins/Market Share
Customer Loyalty/Brand
6

service engineering
servqual management
service design
user‐centered design new ways of consuming
research‐led design ROI Margins/Market Share
Customer Loyalty/Brand
7

new ways of living
service engineering social design
servqual management co‐creation
service design
user‐centered design new ways of consuming
research‐led design ROI Margins/Market Share
Customer Loyalty/Brand
8

new ways of living
service engineering social design
servqual management co‐creation
l
ca
i
lit
po
service design
ec
on
om
ic
user‐centered design new ways of consuming
research‐led design ROI Margins/Market Share
Customer Loyalty/Brand
9

Friday’s New York Times
10

new ways of living
service engineering social design
servqual management co‐creation
l
ca
i
lit
po
new ways of working
service design service providers
employees
ec
on
om
ic
user‐centered design new ways of consuming
research‐led design ROI Margins/Market Share
Customer Loyalty/Brand
11

new ways of living
service engineering social design
servqual management co‐creation
l
ca
i
lit
economic politics
po
new ways of working
service design service providers
employees
ec
on
om
ic
user‐centered design new ways of consuming
research‐led design ROI Margins/Market Share
Customer Loyalty/Brand
12

new ways of living
service engineering social design
servqual management co‐creation
new ways of working
? service design service providers
employees
user‐centered design new ways of consuming
research‐led design ROI Margins/Market Share
Customer Loyalty/Brand
13

at the least
having (empathy with)
?
employee service providers
as part of service designing
14

[ and precisely (or politically)
not merely managerial
representatives of employees
(i.e., the clients commissioning
the service design) ]
at the least
having (empathy with)
?
employee service providers
as part of service designing
15

16

17

managerial
serv qual
18

employees?
19

to what end (beyond functionality)?
20

can a designer/client quickly learn to
perform and improvise within
an unembarrassing service role?
awkwardness
21

SCAPES TRAINING
servicescapes
(sets, props, costumes)
cuing service provider roles
as well as customer
co‐production roles
22

designing training
SCAPES TRAINING iterative
(learning from ‘in
the Vield’ service
providers in order
to re‐teach the
design)
23

?
24