Designing the Intangible: an Introduction to Service Design

Designing the intangible An introduction to service design Jennifer Bove & Ben Fullerton

1. What? 2. Why? 3. How? 4. Case studies 5. What makes a good service experience? 6. Any questions?

2 deﬁnitions:

“Service design: A method for designing experiences that reach people through many diﬀerent touch-points, and that happen over time.” from: http://servicedesign.org/service_design/

“Service design can be both tangible and intangible. It can involve artefacts and other things including communication, environment and behaviours. Whichever form it takes, it must be consistent, easy to use and have strategic alliance.” from: “Total Design: Managing the Design Process in the Service Sector”. W & G Hollins, 1990

Let’s unpack those statements a bit.

“Intangible.”

“Many diﬀerent touch-points.”

“Over time.”

image courtesy of live|work Studio Ltd. - http://www.livework.co.uk

What else?

Services are produced at the same moment as they are consumed - the customer is a “co-creator” of the service.

Services can be constantly monitored against success factors and incrementally improved “on the ﬂy”.

e “service industry” accounts for around 75% of the Western economy (currently!)

But services are rarely designed with the same care and attention to detail as products.

Better designed services lead to greater customer loyalty - from customers who pay more! - and more eﬃcient business processes.

Service envy!

And by promoting use over consumption - encouraging people to use services rather than products - we also promote sustainability

Service design isn’t a new discipline.

e thinking, tools and methodologies come from interaction design - for so ware and products - so the process looks somewhat the same...

small man courtesy of live|work Studio Ltd. - http://www.livework.co.uk

Design research: Internal (to the business) and external (to the customer and the world the service will exist in)

Example deliverables might include:

Personas

Service Ecology courtesy of live|work Studio Ltd. - http://www.livework.co.uk

Essentially, design for opportunities: unmet customer and business needs.

Example deliverables might include:

Service Blueprint courtesy of live|work Studio Ltd. - http://www.livework.co.uk

Experience Prototype courtesy of live|work Studio Ltd. - http://www.livework.co.uk

Storytelling (Scenarios)

Touch-point Speciﬁcations

Go into production.

Release and monitor.

Techniques for doing this include:

RATER (SERVQUAL): Reliable Assurance Tangibles Empathy Responsiveness

Take learnings from this back into discovery, iterate, and improve!

3 examples of real world services designed in a customer-centric way

Case Study 1 “My BAA” live|work, London, UK

“Raise awareness of the BAA brand in the mind of the traveller.”

We visited Heathrow.

We talked to passengers.

“ at’s BAA.”

We created personas

We created a framework based on the existing customer journey

We used that framework to generate service propositions

en we illustrated what those propositions might look like

We also created business rationale and principles

And ﬁnally, we walked our personas through their new travel experience.

Case Study 2 “Favor Link” IDII, Italy

“Make the day to day life of the working mother just a little bit easier”

We interviewed working moms

We mapped their routines

en we analyzed their days

We created user scenarios

And designed a service concept

We created an experience prototype

And created interface designs

We tested the application with mothers

Case Study 3 Streetcar live|work, London, UK

“Improve the customer experience of a great idea.”

We mapped and evaluated the existing experience...

...and highlighted “pain points” where the experience could be improved.

We created a service blueprint to describe how the service should behave.

...and that helped to focus on those touch-points that needed improving.

Following these improvements, Streetcar became the fastest growing car club in Europe.

1. What? 2. Why? 3. Case studies 4. What makes a good service experience? 5. Any questions?

6 opportunities for designing service quality

1. Responsiveness

Design for diﬀerent circumstances.

Services are multi-functional

2. Consistency

Tangible evidence tells customers what kind of service to expect.

3. Adaptable

Services should anticipate potential fail points.

4. Tailored

A service can learn from customer behavior and anticipate needs.

5. Eﬃcient

Getting the internal business processes right will create a more consistent customer experience.

6. Rewarding

Service loyalty can be designed into the details.

another example of a reward

1. Responsive 2. Consistent 3. Adaptable 4. Tailored 5. Eﬃcient 6. Rewarding

1. What? 2. Why? 3. Case studies 4. What makes a good service experience? 5. Any questions?

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Designing the Intangible: an Introduction to Service Design

by Jennifer Bove

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