2012-07-13v 1.0James McConnelljames.mcconnell@screeninteraction.comSERVICE DESIGN
2012-07-13v 1.0James McConnelljames.mcconnell@screeninteraction.comSERVICE DESIGNAGENDA1. Me2. Definition3. Principles4. Th...
SERVICE DESIGN V 1.0- my experience: Work in the community, lifeguard, customer service, manager of childcare scheme, teac...
SERVICE DESIGN V 1.0JAMESDESIGN TOOLS KNOWLEDGEPHOTOSHOPILLUSTRATORINDESIGNWORDPRESSHTML / CSSABLETON LIVEDESIGN SKILLSCOP...
SERVICE DESIGN V 1.0Tbroad understanding in various disciplinesdeepknowledgeinaspecificfield-You soon become a T-shaped pers...
SERVICE DESIGN V 1.0DESIGNSERVICE// DEFINITIONThere are many different definitions of service designIt combines many differ...
SERVICE DESIGN V 1.0Service design is all about making theservice you deliver useful, usable, efficient,effective and desirab...
SERVICE DESIGN V 1.0Service design is a holistic way for abusiness to gain a comprehensive,empathic understanding of custo...
SERVICE DESIGN V 1.0Focuses on experiences and interactions,rather than products.-LUCY KIMBELL// DEFINITIONYou can have a ...
SERVICE DESIGN V 1.0SERVICEServices I like:✦ Amazon✦ Ikea✦ Pressbryån// DEFINITION
SERVICE DESIGN V 1.0SERVICEServices I don’t like want to improve:✦ SJ✦ Arbetsförmedlingen✦ Försäkringskassan// DEFINITION
SERVICE DESIGN V 1.0SERVICEServices we like, even love...✦ are consistent✦ are easy to use✦ match our mental models✦ provi...
SERVICE DESIGN V 1.0SERVICEServices constitute around 70% of western nations GDPBIG BUSINESS!// DEFINITION
SERVICE DESIGN V 1.0Service design starts with investigation.Try to understand the entire picture of aservice. You need to...
SERVICE DESIGN V 1.0DESIGNSERVICE// PRINCIPLES
SERVICE DESIGN V 1.0// PRINCIPLES1. USER-CENTERED// SERVICES SHOULD BE SEEN THROUGH THE CUSTOMER’S EYESTo have a service, ...
SERVICE DESIGN V 1.0// PRINCIPLESBORN 1948MALEBRITISHMARRIEDSUCCESSFULWEALTHY2 KIDSLIKE DOGSLOVE OF THE ALPSWe need to und...
SERVICE DESIGN V 1.0// PRINCIPLESBORN 1948MALEBRITISHMARRIEDSUCCESSFULWEALTHY2 KIDSLIKE DOGSLOVE OF THE ALPSHABITS // CULT...
SERVICE DESIGN V 1.0// PRINCIPLESA COMMON LANGUAGEThere can be a lot of confusion when designing a service due to the vast...
SERVICE DESIGN V 1.0// PRINCIPLESTHE USER’S LANGUAGEThe users.
SERVICE DESIGN V 1.0// PRINCIPLES2. CO-CREATIVE// INVOLVE ALL THE STAKEHOLDERSThere are many different stakeholders involv...
SERVICE DESIGN V 1.0// PRINCIPLES3. SEQUENCING// RHYTHM AND SERVICE MOMENTSA service can be imagined like a movie or a sta...
SERVICE DESIGN V 1.0// PRINCIPLESPRE SERVICE SERVICE POST SERVICEtouchpointsservice periodWe need to ensure the customer w...
SERVICE DESIGN V 1.0// PRINCIPLES4. EVIDENCING// MAKING THE INTANGIBLE TANGIBLEPhysical reminders of positive service mome...
SERVICE DESIGN V 1.0// PRINCIPLES5. HOLISTIC// SEEING THE BIGGER PICTUREIt’s impossible. But you can strive to see the wid...
SERVICE DESIGN V 1.0// PRINCIPLESCUSTOMER MANAGEMENT STAFFSERVICEDESIGNERAre you guys all onthe same wavelength, eller?The...
SERVICE DESIGN V 1.0DESIGNSERVICE// SERVICE DESIGN THINKING
SERVICE DESIGN V 1.0// SERVICE DESIGN THINKINGSERVICEDESIGNERThere are service designers, who will go in and examine a ser...
SERVICE DESIGN V 1.0// SERVICE DESIGN THINKINGSERVICEDESIGNERGRAPHICDESIGNERINTERACTIONDESIGNERSOCIALDESIGNSTRATEGICMANAGE...
SERVICE DESIGN V 1.0// SERVICE DESIGN THINKINGSERVICEDESIGNERPRODUCTDESIGNERGRAPHICDESIGNERINTERACTIONDESIGNERSOCIALDESIGN...
SERVICE DESIGN V 1.0DESIGNSERVICE// PROCESSBeing iterative, a process should never be followed exactly. You need to decide...
SERVICE DESIGN V 1.0// PROCESSEXPLORATION CREATION REFLECTION IMPLEMENTATION
SERVICE DESIGN V 1.0// PROCESS•who is the company?•identify the real problem•explore and understand behaviours•visualise fi...
SERVICE DESIGN V 1.0// PROCESS•testing ideas•explore and make mistakes•co-creation with all stakeholders•sticky notesCREAT...
SERVICE DESIGN V 1.0// PROCESS•prototypes•storyboards•roleplayREFLECTION
SERVICE DESIGN V 1.0// PROCESS•clear communication of desired user experience•motivated and engaged staff•review the change...
SERVICE DESIGN V 1.0TIRED?
SERVICE DESIGN V 1.0
SERVICE DESIGN V 1.0DESIGNSERVICE// TOOLS
SERVICE DESIGN V 1.0// TOOLSSTAKEHOLDER MAPSA visual representation of the various groups involved in a serviceTo highligh...
SERVICE DESIGN V 1.0// TOOLSA visual representation of the various groups involved in a serviceTo highlight issues concern...
SERVICE DESIGN V 1.0// TOOLSSERVICE SAFARISGo out and document good and bad servicesTo develop an understanding of common ...
SERVICE DESIGN V 1.0// TOOLSSHADOWINGDesigners immerse themselves in the lives of customers, staff to observe behaviour an...
SERVICE DESIGN V 1.0// TOOLSCUSTOMER JOURNEY MAPA structured visualisation of a user’s experienceThe touchpoints construct...
SERVICE DESIGN V 1.0// TOOLS
SERVICE DESIGN V 1.0// TOOLS
SERVICE DESIGN V 1.0// TOOLS
SERVICE DESIGN V 1.0// TOOLS
SERVICE DESIGN V 1.0// TOOLSACTIVITY•interview the person about their service experience•break it down into service moment...
SERVICE DESIGN V 1.0// TOOLSMOBILE ETHNOGRAPHYThe participants themselves choose to structure the researchTo see touchpoin...
SERVICE DESIGN V 1.0// TOOLSTHERE ARE MANY MORE TOOLS!
SERVICE DESIGN V 1.0// TOOLSSERVICE BLUEPRINTSHOWS CRUCIAL AREASA collaborative effortshow processes that define UXa clear ...
SERVICE DESIGN V 1.0// TOOLS
SERVICE DESIGN V 1.0DESIGNSERVICE// CASE STUDY
SERVICE DESIGN V 1.0DESIGNSERVICE// DISCUSSION
SERVICE DESIGN V 1.0// RESOURCEShttp://www.servicedesigntools.orghttp://thisisservicedesignthinking.comhttp://www.tjansted...
SERVICE DESIGN V 1.0// RESOURCEShttp://www.servicedesigntools.orghttp://thisisservicedesignthinking.comhttp://www.tjansted...
2012-07-13v 1.0James McConnelljames.mcconnell@screeninteraction.comTHANK YOU
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Introduction to Service Design

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  1. 1. 2012-07-13v 1.0James McConnelljames.mcconnell@screeninteraction.comSERVICE DESIGN
  2. 2. 2012-07-13v 1.0James McConnelljames.mcconnell@screeninteraction.comSERVICE DESIGNAGENDA1. Me2. Definition3. Principles4. Thinking5. Tools6. Case Study7. Discussion
  3. 3. SERVICE DESIGN V 1.0- my experience: Work in the community, lifeguard, customer service, manager of childcare scheme, teacher, travelling on SJ.-
  4. 4. SERVICE DESIGN V 1.0JAMESDESIGN TOOLS KNOWLEDGEPHOTOSHOPILLUSTRATORINDESIGNWORDPRESSHTML / CSSABLETON LIVEDESIGN SKILLSCOPYWRITINGVOICEOVERDESIGN TOOLS (LEARNING)OMNIGRAFFLEAXUREFINAL CUT PRO XSKILLSSTRUCTURALORGANISATIONALPLANNINGCREATIVELEADERSHIPMOTIVATIONALPRESENTATIONALATTENTION TO DETAILCOMMUNICATIONKNOWLEDGEBRANDINGGROUP DYNAMICSUSER EXPERIENCETECHNOLOGYCONCEPTSWORKING METHODSRESEARCH & ANALYSISBIRDS EYE VIEW OF PROJECTUSER IN FOCUSQUESTION / DEBATEFIND TOOLS & RESOURCESASK WHY?STRUCTURE & VISUALISEPERSONALITYOPENHONESTCALMDIRECTHUMBLERELAXEDWORK EXPERIENCELEISURE INDUSTRYTENNIS COACHHUMAN RESOURCESPLAY LEADERCIRCUS WORKSHOPSMANAGEMENT OF CHILDCARE ORGANISATIONTEACHERDESIGNEREDUCATIONSPORTS COACHINGPLAY-WORKSVENSKAVISUAL COMMUNICATIONINTERACTIVE ART DIRECTORPHILOSOPHY80% STRUCTURE 20% CHAOSFOR THE TEAMSEE THE POSITIVEINTERESTSTECHNOLOGY MACINNOVATIVE SOFTWAREFOOTBALLPODCASTS RADIOLABBBC CLICKGAMESPOT UKMUSIC PRODUCTIONDJGAMESSCIENCE FICTIONTHE MIND DERREN BROWNFAVOURITE QUOTES"You were so busy thinking about if youcould, you forgot to consider if you should.""People ignore design that ignores people"GOALSHAPPY, HEALTHY FAMILYMAKE USEFUL THINGSENTERTAININNOVATESTRATEGICIOSWEAKNESSESOVER ANALYSECAN WORK SLOWLY- the older you get, the more experience and skills you gain
  5. 5. SERVICE DESIGN V 1.0Tbroad understanding in various disciplinesdeepknowledgeinaspecificfield-You soon become a T-shaped person, is vital when collaborating and working in teams. It’s useful to have some understanding of other’s expertise.- Service design needs such people as understanding is needed among the various disciplines involved in services.
  6. 6. SERVICE DESIGN V 1.0DESIGNSERVICE// DEFINITIONThere are many different definitions of service designIt combines many different disciplines, tools and methods.It’s evolving, which explains why there is no common language or definition
  7. 7. SERVICE DESIGN V 1.0Service design is all about making theservice you deliver useful, usable, efficient,effective and desirable.-STEFAN MORITZ, 2005// DEFINITION
  8. 8. SERVICE DESIGN V 1.0Service design is a holistic way for abusiness to gain a comprehensive,empathic understanding of customerneeds.-FRONTIER SERVICE DESIGN, 2010// DEFINITION
  9. 9. SERVICE DESIGN V 1.0Focuses on experiences and interactions,rather than products.-LUCY KIMBELL// DEFINITIONYou can have a great product, but you need to consider the entire experience around the product.Value of a product is often measured by the experience
  10. 10. SERVICE DESIGN V 1.0SERVICEServices I like:✦ Amazon✦ Ikea✦ Pressbryån// DEFINITION
  11. 11. SERVICE DESIGN V 1.0SERVICEServices I don’t like want to improve:✦ SJ✦ Arbetsförmedlingen✦ Försäkringskassan// DEFINITION
  12. 12. SERVICE DESIGN V 1.0SERVICEServices we like, even love...✦ are consistent✦ are easy to use✦ match our mental models✦ provide the right information at the right time✦ give us escape or undo options✦ are desirable// DEFINITIONSound familiar?
  13. 13. SERVICE DESIGN V 1.0SERVICEServices constitute around 70% of western nations GDPBIG BUSINESS!// DEFINITION
  14. 14. SERVICE DESIGN V 1.0Service design starts with investigation.Try to understand the entire picture of aservice. You need to see it through thecustomer’s eyes and live in their shoes, togain insights and discover pain points.You can then think about designing andtesting. It’s an iterative process andmistakes are welcomed.-JAMES MOLE MCCONNELL, 2012// DEFINITION
  15. 15. SERVICE DESIGN V 1.0DESIGNSERVICE// PRINCIPLES
  16. 16. SERVICE DESIGN V 1.0// PRINCIPLES1. USER-CENTERED// SERVICES SHOULD BE SEEN THROUGH THE CUSTOMER’S EYESTo have a service, you need a customerServices are created through interaction between a service provider and a customer
  17. 17. SERVICE DESIGN V 1.0// PRINCIPLESBORN 1948MALEBRITISHMARRIEDSUCCESSFULWEALTHY2 KIDSLIKE DOGSLOVE OF THE ALPSWe need to understand the user and this isn’t done sitting behind a computer.Here are 2 users of our service. From statistical data they could be seen as very similar.
  18. 18. SERVICE DESIGN V 1.0// PRINCIPLESBORN 1948MALEBRITISHMARRIEDSUCCESSFULWEALTHY2 KIDSLIKE DOGSLOVE OF THE ALPSHABITS // CULTURE // SOCIAL CONTEXT // MOTIVATIONSDID YOU CONSIDER...?They’re not.We need to use methods and tools to get deeper into their experience. We are all customers. but with different needs and mindsets.
  19. 19. SERVICE DESIGN V 1.0// PRINCIPLESA COMMON LANGUAGEThere can be a lot of confusion when designing a service due to the vast amount of stakeholders and people involved.We all have different backgrounds.A user-centered approach offers a common language and reference point. The users.
  20. 20. SERVICE DESIGN V 1.0// PRINCIPLESTHE USER’S LANGUAGEThe users.
  21. 21. SERVICE DESIGN V 1.0// PRINCIPLES2. CO-CREATIVE// INVOLVE ALL THE STAKEHOLDERSThere are many different stakeholders involved in a serviceInvolve everyone.Service designers need to create the environment to allow creativity and genuine insights.Co-creation evokes co-ownership.
  22. 22. SERVICE DESIGN V 1.0// PRINCIPLES3. SEQUENCING// RHYTHM AND SERVICE MOMENTSA service can be imagined like a movie or a stage play.We need to consider the timing of each stage or process. Too long or too short affects the rhythmWe need to deconstruct the service into touchpoints and interactions. These are the service moments.Human-human, human machine, machine machine. Also third party interactions like online media.
  23. 23. SERVICE DESIGN V 1.0// PRINCIPLESPRE SERVICE SERVICE POST SERVICEtouchpointsservice periodWe need to ensure the customer wants to progress to the next stage or touchpoint.Like a stage play, we need to prepare the front of stage but also the process off scene need to be well prepared.We also need to rehearse to ensure a greta performance. Services can be prototyped and iteratively tested to assess the impact.
  24. 24. SERVICE DESIGN V 1.0// PRINCIPLES4. EVIDENCING// MAKING THE INTANGIBLE TANGIBLEPhysical reminders of positive service moments can enhance users perceptions of service received.It can be a reminder in an app, a souvenir from a hotel. This reminder in the post service period can help make customers come back for more.What happens backstage to give the customer a great experience can be pointed out to them. Folded toilet paper.
  25. 25. SERVICE DESIGN V 1.0// PRINCIPLES5. HOLISTIC// SEEING THE BIGGER PICTUREIt’s impossible. But you can strive to see the wider context in which a service process takes place.Services take place in a physical environment and therefore customers are using all their senses to perceive the environment. Consciously or subconsciously.
  26. 26. SERVICE DESIGN V 1.0// PRINCIPLESCUSTOMER MANAGEMENT STAFFSERVICEDESIGNERAre you guys all onthe same wavelength, eller?The service designer should map and get an overview of everyone’s mood and feelings throughout the service journey.Is the corporate identity the same for customers as the one possessed by management and staff?
  27. 27. SERVICE DESIGN V 1.0DESIGNSERVICE// SERVICE DESIGN THINKING
  28. 28. SERVICE DESIGN V 1.0// SERVICE DESIGN THINKINGSERVICEDESIGNERThere are service designers, who will go in and examine a service, and by using various tools and methods aim to improve it.
  29. 29. SERVICE DESIGN V 1.0// SERVICE DESIGN THINKINGSERVICEDESIGNERGRAPHICDESIGNERINTERACTIONDESIGNERSOCIALDESIGNSTRATEGICMANAGEMENTOPERATIONSMANAGEMENTPRODUCTDESIGNERDESIGNETHNOGRAPHYHowever. service design thinking involves many different disciplines. Each person should be aware how their role affects the overall design of a service.
  30. 30. SERVICE DESIGN V 1.0// SERVICE DESIGN THINKINGSERVICEDESIGNERPRODUCTDESIGNERGRAPHICDESIGNERINTERACTIONDESIGNERSOCIALDESIGNSTRATEGICMANAGEMENTOPERATIONSMANAGEMENTDESIGNETHNOGRAPHYSERVICEDESIGNTHINKING
  31. 31. SERVICE DESIGN V 1.0DESIGNSERVICE// PROCESSBeing iterative, a process should never be followed exactly. You need to decide according to the project. However, I will show you one simple process.
  32. 32. SERVICE DESIGN V 1.0// PROCESSEXPLORATION CREATION REFLECTION IMPLEMENTATION
  33. 33. SERVICE DESIGN V 1.0// PROCESS•who is the company?•identify the real problem•explore and understand behaviours•visualise findingsEXPLORATION
  34. 34. SERVICE DESIGN V 1.0// PROCESS•testing ideas•explore and make mistakes•co-creation with all stakeholders•sticky notesCREATION
  35. 35. SERVICE DESIGN V 1.0// PROCESS•prototypes•storyboards•roleplayREFLECTION
  36. 36. SERVICE DESIGN V 1.0// PROCESS•clear communication of desired user experience•motivated and engaged staff•review the change, be iterativeIMPLEMENTATION
  37. 37. SERVICE DESIGN V 1.0TIRED?
  38. 38. SERVICE DESIGN V 1.0
  39. 39. SERVICE DESIGN V 1.0DESIGNSERVICE// TOOLS
  40. 40. SERVICE DESIGN V 1.0// TOOLSSTAKEHOLDER MAPSA visual representation of the various groups involved in a serviceTo highlight issues concerning each,Deploy resources more effectively
  41. 41. SERVICE DESIGN V 1.0// TOOLSA visual representation of the various groups involved in a serviceTo highlight issues concerning each,Deploy resources more effectively
  42. 42. SERVICE DESIGN V 1.0// TOOLSSERVICE SAFARISGo out and document good and bad servicesTo develop an understanding of common needs and common problemsTo get people to think about and analyse services
  43. 43. SERVICE DESIGN V 1.0// TOOLSSHADOWINGDesigners immerse themselves in the lives of customers, staff to observe behaviour and experiencesDesigners aren’t assessing, just watching with an aim to improveWhy: people may say one thing but do another. Real research.
  44. 44. SERVICE DESIGN V 1.0// TOOLSCUSTOMER JOURNEY MAPA structured visualisation of a user’s experienceThe touchpoints construct a journeyImportant to display emotions at each stageCan connect to personasTo give a high level overviewCan be more personal using photographsCan be used to compare many experiences to allow comparisons
  45. 45. SERVICE DESIGN V 1.0// TOOLS
  46. 46. SERVICE DESIGN V 1.0// TOOLS
  47. 47. SERVICE DESIGN V 1.0// TOOLS
  48. 48. SERVICE DESIGN V 1.0// TOOLS
  49. 49. SERVICE DESIGN V 1.0// TOOLSACTIVITY•interview the person about their service experience•break it down into service moments•record interactions, emotions & circumstances•create a customer journey map
  50. 50. SERVICE DESIGN V 1.0// TOOLSMOBILE ETHNOGRAPHYThe participants themselves choose to structure the researchTo see touchpoints specifies by users
  51. 51. SERVICE DESIGN V 1.0// TOOLSTHERE ARE MANY MORE TOOLS!
  52. 52. SERVICE DESIGN V 1.0// TOOLSSERVICE BLUEPRINTSHOWS CRUCIAL AREASA collaborative effortshow processes that define UXa clear roadmap
  53. 53. SERVICE DESIGN V 1.0// TOOLS
  54. 54. SERVICE DESIGN V 1.0DESIGNSERVICE// CASE STUDY
  55. 55. SERVICE DESIGN V 1.0DESIGNSERVICE// DISCUSSION
  56. 56. SERVICE DESIGN V 1.0// RESOURCEShttp://www.servicedesigntools.orghttp://thisisservicedesignthinking.comhttp://www.tjanstedesignbloggen.sehttp://www.wearesnook.comhttp://www.transformatordesign.sehttp://www.adaptivepath.com
  57. 57. SERVICE DESIGN V 1.0// RESOURCEShttp://www.servicedesigntools.orghttp://thisisservicedesignthinking.comhttp://www.tjanstedesignbloggen.sehttp://www.wearesnook.comhttp://www.transformatordesign.sehttp://www.adaptivepath.com
  58. 58. 2012-07-13v 1.0James McConnelljames.mcconnell@screeninteraction.comTHANK YOU

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