Thinking about Service Design

D ta a r g a s bi e a dT i i ao tev e ei h k g b u sri ds n nn c g b J Wehl yax cs r e w wj i eate o w .x trcv. m an ic @j w x a e c

closing the gap •ONLINE information OFFLINE

holistic experience Information

How can we best use the media to enhance the same messages across multiple channels?

How can we best bridgethe gap between on and off-line experiences?

data as the bridge?I am the same customer across every channel

data as the bridge? time research purchase support upgradecross-channel customer journey mapping

service design• How do we facilitate this movement across different channels?• User experience is continuous & non-linear• Difﬁcult to model and design for• Needs to consider different context• Forrester has good stats on channel usage

service design• Good service design involves understanding your customers and their contexts• Great service design is continuous and gives customers the power in the interaction• Service design and IA involve the same skills(changing real rather than on-line behaviour)

conceptualising this• Story driven customer journey maps• looking at tasks and triggers• needs within different contexts

mapping• detractors• inﬂuencers• major activities• scenarios• looking at tasks and triggers

emergent design• Experience design is emergent• You can’t model everything but you need to model well enough and be ﬂexible

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Thinking about Service Design

by jax wechsler on Apr 10, 2011

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