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It’s design, but not as they know it! Oliver King Co-founder Engine | service design

The next 30 mins…
What is service design?
Why is it valuable to design services?
What are service design projects like?
What can I take back to work?

What is service design?

What is service design? Service design is…

What is service design? … the design of services!

What is service design? Service design orchestrates new or existing service experiences to deliver greater value to the providers and receivers of the service.

Why is service design relevant today?

www.enginegroup.co.uk Sustainability

www.enginegroup.co.uk Usership Assistance Innovation

Usership: we need to dematerialize the world!

Assistance: we need to help people cope…

Innovation: we need to help people view things at a systems level

74% of GDP comes from service (UK)
80% of employment is service related (UK)
80% of people report bad experiences (UK)

How does service design create value?

Happy customers are worth more
Spend more, more often (increase revenue)
Stay longer (reduce churn)
Tell their friends (reduces costs to acquire)

‘ Service’ counteracts commoditisation
Markets naturally become commoditised
Value adding services defeat this

Service relationships can’t be copied
Because they rely on history, context and knowledge

The meaning of ‘better’

Convenient Usable Desirable Consistent Efficient Effective Sustainable

Sustainable Usable Convenient Consistent Efficient Effective Desirable SUCCEED }

Scope of projects

Translation space

Three skills

Scope of deliverables

Five Fundamentals of service

Five Fundamentals Systems, Value, People, Journeys, Propositions

Value: Understanding how to create the best value for users and providers through their interactions.

Systems: Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated

People: Understanding the part people play in providing and designing services, and how to include them.

Journeys: Understanding that services are experienced over time and need to be seen and innovated as journeys

Propositions: Understanding how to innovate and package a service and how to develop a proposition towards a vision.

Identify. Build. Measure Service innovation made simple

10 tips…

#1. Be use-centric. Always view the situation from your customer’s perspective

#2. Co-design: Bring stakeholders into the heart of the process

#3. Map journeys: Services happen over time, so explore them that way

#4. Visualize: Bring ideas to life to engage and solicit input from those around you

#5. Back stage: Innovate throughout the whole system

#6. Design measurables: Ensure staff measures and incentives support a delightful customer experience

#7. Everyone serves: Because everyone’s actions impact on the customers service

#8. Evidence: Create tangible evidence of the service in action

#9. Join the dots: Make the experiences as seamless as possible for the user

#10. Work with designers: We don’t bite…

5 designer lessons

Lose the ‘I’ in design: co-create and facilitate
Do your own empathic research
Systems before symptoms
Visualize - it’s your USP
Prototype, prototype, prototype

Thank you for listening… Oliver King Co-founder Engine | service design

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by engineservicedesign on Dec 07, 2007

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