Preview - Delight! : READ Model to Design Remarkable Services
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Book Preview - Delight! READ Model to Design Remarkable Services ...

Book Preview - Delight! READ Model to Design Remarkable Services

Introduction

To design a great service the designers need to focus on a specific area of the design process. The specified segments and devices in the book would serve the designers by focusing their attention to each area of the design process. Each device described in the book briefly describes it, specifies its importance & value, explain the way to use it and supported by an example to describe it. The methodology discussed in the book has four segments and is called READ Technique. READ stands for Research, Experience, Analyze and Discover. ‘Research segment’ focuses on capturing and analyzing the information available in the market, ‘Experience segment’ focuses on checking out the views and ideas generated, ‘Analyze Segment’ focuses on observing the aspects for service and ‘Discover Segment’ focuses on surveys and interviews. Each of the four segments has several devices and methods specified in this work which would help the professionals in designing great and winning services.

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Preview - Delight! : READ Model to Design Remarkable Services Document Transcript

  • 1. Delight!READ Model to Design Remarkable Services Anshuman Sharma
  • 2. Copyright Copyright ©2012 Anshuman Sharma All Rights Reserved ISBN - 978-1-300-03676-0
  • 3. Dedication Dedication To my Family
  • 4. ContentsCONTENTSTitle PageCopyrightDedicationContentsIntroductionRESEARCH SEGMENTDevice 1: Research - Scenario AnalysisDevice 2: Research - SalabilityDevice 3: Research - Extreme ConditionsDevice 4: Research - LegalityDevice 5: Research - AssumptionsDevice 6: Research - Efficiency AnalysisDevice 7: Research - Past trends AnalysisDevice 8: Research - Design PublicationsDevice 9: Research - Trends and DesignDevice 10: Research - Visualize FutureDevice 11: Research - One-time ConsumersDevice 12: Research - Service EvolutionDevice 13: Research - Present Trends AnalysisDevice 14: Research - Future ViewDevice 15: Research - Micro AnalysisDevice 16: Research - Other Industries DesignersDevice 17: Research - Relationships studyDevice 18: Research - Physical Attributes AnalysisDevice 19: Research - Demographic StudyDevice 20: Research - Psychographic StudyDevice 21: Research - Repeat ConsumersDevice 22: Research - Secondary ResearchDevice 23: Research - Behavioral StudyDevice 24: Research - Competitive Analysis
  • 5. Device 25: Research - Cultural DifferencesDevice 26: Research - Other MarketsDevice 27: Research - Third Person AnalysisDevice 28: Research - Customer DelightDevice 29: Research - Customer DislikesDevice 30: Research - Need RingDevice 31: Research - Design AttractionDevice 32: Research - Customer FinancialsDevice 33: Research - Other ValuesDevice 34: Research - PerceptionsDevice 35: Research - Other Industries MarketersDevice 36: Research - Profitability AnalysisDevice 37: Research - Feasibility StudyDevice 38: Research - Macro AnalysisEXPERIENCE SEGMENTDevice 39: Experience - In Other’s ShoesDevice 40: Experience - Extreme ConsumptionDevice 41: Experience - Use as ConsumerDevice 42: Experience - Design Touching SensesDevice 43: Experience - SimulateDevice 44: Experience - Interaction DesignDevice 45: Experience - Look into the FutureDevice 46: Experience - Feel it physicallyDevice 47: Experience - Rough ModelDevice 48: Experience - Various Users TestingDevice 49: Experience - Consumption StoriesDevice 50: Experience - Use itDevice 51: Experience - LimitationsDevice 52: Experience - Live With ThemDevice 53: Experience - PrecautionsDevice 54: Experience - Existing UsersDevice 55: Experience - Service IntegrationDevice 56: Experience - Designer Perception
  • 6. ANALYZE SEGMENTDevice 57: Analyze - Invisible PresenceDevice 58: Analyze - Other Service’s ConsumptionDevice 59: Analyze – Customer Behavior in StoresDevice 60: Analyze - New Service and LifeDevice 61: Analyze – Weak PointsDevice 62: Analyze - Innovative Consumption of ServiceDevice 63: Analyze - Capture PicturesDevice 64: Analyze - Project VisitsDevice 65: Analyze - Daily ObjectsDevice 66: Analyze - Become their FriendDevice 67: Analyze - Service and LifeDevice 68: Analyze - Body DoubleDevice 69: Analyze - Social ConnectionsDevice 70: Analyze – Service ComplaintsDevice 71: Analyze - Supporting ServiceDevice 72: Analyze - How They Live?Device 73: Analyze - All Categories of CustomersDevice 74: Analyze - Consumer’s HabitsDevice 75: Analyze - Video CaptureDevice 76: Analyze - Consumer DayDevice 77: Analyze - Personal ProductivityDevice 78: Analyze - Movement PatternsDISCOVER SEGMENTDevice 79: Discover - Segmented Users TestingDevice 80: Discover - Customer’s DislikesDevice 81: Discover - Ask for FeaturesDevice 82: Discover - Feature PrioritiesDevice 83: Discover - Customer JournalDevice 84: Discover - Customer FeedbackDevice 85: Discover - Service ValueDevice 86: Discover - Cross QuestionDevice 87: Discover - Conceptualize
  • 7. Device 88: Discover - Other MarketsDevice 89: Discover - Think AloudDevice 90: Discover - InterviewingDevice 91: Discover - Focus GroupsDevice 92: Discover - Word DesignDevice 93: Discover - Requirement AnalysisDevice 94: Discover - Meet CriticsDevice 95: Discover - Other MarketsDevice 96: Discover - Buyer Thinking ProcessDevice 97: Discover - PerceptionsDevice 98: Discover - Picture BookDevice 99: Discover - Card OrganizationDevice 100: Discover - Navigation ChartsDevice 101: Discover - Cultural DifferencesDevice 102: Discover - Visualize and DrawAbout Author
  • 8. Introduction This work is the sister book of the previously published material on product design. Both ofthese books use the similar methodology only the context has been changed to services in this book. Service design is an activity of planning and organizing resources, people, infrastructure,communication and other components to improve the interaction between the service provider andconsumer. The aim is to satisfy the customer, who receives the service, with the quality of theservice delivery and its value addition in the life of the customer. The objective of the service designmethodologies is to understand the needs of the customers and considering the constraints of theservice provider design the service which is user friendly, efficient, effective and suiting the needsof the customers. These design methodologies requires experts from the various domains to workin multifunctional teams for designing successful services. Service design is an activity that suggestsbehavioral patterns or ‘scripts’ to the players interacting in the service, which gives overallflexibility in the service delivery. A successful service needs to be unique and should be according tothe requirements of the customers. A good service becomes its own marketer as every time it isused, it delights its users, which makes them the advocates of the service. We can observe thisphenomenon in some of the winning services in the market. Few companies have mastered the art of service design and they are extremely successful inthe market with high profitability and growth. These companies use the service design skills astheir competitive advantage and protect it like trade secret. In fact, the process of creating greatservices is not complex. It is a set of tools and methods which, if used properly and sincerely, cansupport any design team to develop amazing services. We have tried to expose these methods anddevices in this work. To contrast the available books on service design methods, we have kept this book extremelysimple. The specified devices can be used by any person looking to design services. The simplicity ofthe devices is evident from the fact that even a layperson, with no knowledge about service design,can understand and use these devices. The services are differentiated by their value proposition,quality of delivery and features. A great design of service evolves mainly from the attitude andculture of the organization rather than any technical expertise.
  • 9. It has always been difficult for companies to create great services. Some companies hire highlyqualified technical experts to create the magic, while others outsource the service design process.Sometimes the responsibilities of creating new ideas and services lie on few elite individuals, whouse random methods & techniques to think and analyze the design of the services. In most casesthese efforts fail. The main reason for this failure is the wrong approach. The most important aspect for developing new ideas about services and subsequentlydesigning it requires a proper methodology, which is generally simple but effective. Everysuccessful company has their set of methods to design the services but the fundamental ideasremain same. This book tries to reveal the effective but simple methodology of designing the greatservices. The methodology discussed in the book has four segments and is called READ Technique.READ stands for Research, Experience, Analyze and Discover. ‘Research segment’ focuses oncapturing and analyzing the information available in the market, ‘Experience segment’ focuses onchecking out the views and ideas generated, ‘Analyze Segment’ focuses on observing the aspects forservice and ‘Discover Segment’ focuses on surveys and interviews. Each of the four segments hasseveral devices and methods specified in this work which would help the professionals in designinggreat and winning services. To design a great service the designers need to focus on a specific area of the design process.The specified segments and devices in the book would serve the designers by focusing theirattention to each area of the design process. Each device described in the book briefly describes it,specifies its importance & value, explain the way to use it and supported by an example to describeit. The design devices list specified in this book is exhaustive and every device would not besuitable for your projects. Design team needs to identify and list the devices to be used for a specificproject. These devices would motivate the design team in various ways by suggesting them relevantmethods to solve the design problem. It is suggested that this resource should be used as a guide and reference to create betterservice designs.
  • 10. RESEARCH SEGMENT Research segment of the READ Model includes the devices which focus on collecting andresearching the available data, information, insights in archives, published or tacit format. Thissegment equips the designers with substantial grasp of the project to graduate to other segments ofthe model.
  • 11. Device 1: Research - Scenario AnalysisCheck with various scenarios to identify different ways which would create operational difficultiesfor the service.This device would help the designer to identify the various situations when the service would notbe delivered properly to the consumer.Identify various scenarios which can create operational difficulties for the service. Find the reasonsfor these problems. These can be through human mistakes, negligence or actions. The purpose is todesign flexible services which would function properly even during problems.Example: Identify various ways which could affect the courier delivery to design flexible serviceprocesses.
  • 12. Device 2: Research - SalabilityCheck for the salability of the planned service.This analysis is important as the designed service should be marketable and commercially viable.Conduct a market survey asking the target segment about their intention to consume the servicebased upon features, value proposition and pricing.Example: Designers checked the salability of the newly designed online service based upon itsfeatures, value proposition, interactivity, user friendliness and pricing.