Would you like
service design with that?
We’ve all had bad service experiences
Service design makes better services
I’m going to talk about…



What is service design?
Why care
Similarities
Methodology
Skills needed
Pitching
What is service design?




       Useful                                    Effective
       Usable                      ...
Some service design examples…




                  Banking + insurance bundle
Service design is all about…




The customer’s point of view
Service design is all about…
 Newspaper      Visit    Phone    Visit    Receive
                                          ...
Service design is all about…




Positive experiences
Service design is all about…




Understanding customers
Why the world wants service design


                        Demanding
 Economy is                                        ...
Why the world wants service design


                                                                           …only

   ...
Similarities between
designing for online
interaction and designing for
services



User-centred
Similarities between
designing for online
interaction and designing for
services



Intangible
Similarities between
designing for online
interaction and designing for
services


Methods and
techniques
Service design methodology
Discovery   Design   Test   Implement
Service design methodology
Discovery   Design   Test   Implement
Service design methodology
Discovery   Design   Test   Implement
Service design methodology
Discovery   Design   Test   Implement
Service design methodology
Discovery   Design   Test   Implement
Has your team got the skills?


    Experience                    People
    in design                   trained to
     r...
Pitching service design

• Large service providers looking to
  differentiate
• Energetic and agile management teams
• Rea...
Public service design
Quick recap…



What is service design?
Why care
Similarities
Methodology
Skills needed
Pitching
What next?
Service Design Network
Service design drinks
Service Design Camp 2010
Service Design Hub
Keep in
touch
suze.ingram@gmail.com
@suzeingram
www.servicedesignhub.com.au
Image and photograph attributions


“Keep the change”- IDEO http://www.ideo.com/work/featured/bofa
“Banking + Insurance bu...
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Would you like service design with that? Presented by Suze Ingram at Web Directions South

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Service design focuses on understanding what customers want, then designing services which meet their needs. Sound familiar? Web designers have focused on user-centred design for years to create websites and applications that are user friendly.

Service design is well established in Europe and North America and there’s already a handful of Australian businesses offering service design. What is it? Does experience in designing for screen interaction translate to designing services too? Will service design be the next big thing?

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Would you like service design with that? Presented by Suze Ingram at Web Directions South

  1. 1. Would you like service design with that?
  2. 2. We’ve all had bad service experiences
  3. 3. Service design makes better services
  4. 4. I’m going to talk about… What is service design? Why care Similarities Methodology Skills needed Pitching
  5. 5. What is service design? Useful Effective Usable Efficient Desirable Distinctive customer Service provider
  6. 6. Some service design examples… Banking + insurance bundle
  7. 7. Service design is all about… The customer’s point of view
  8. 8. Service design is all about… Newspaper Visit Phone Visit Receive Delivery ad website store store phone call Interactions Jenny
  9. 9. Service design is all about… Positive experiences
  10. 10. Service design is all about… Understanding customers
  11. 11. Why the world wants service design Demanding Economy is Delivers customers changing innovation Companies already use It’s service growing design
  12. 12. Why the world wants service design …only 80% of companies 8% think they offer a of their superior customers service… agree http://www.bain.com/bainweb/PDFs/cms/Public/BB_Closing_delivery_gap.pdf
  13. 13. Similarities between designing for online interaction and designing for services User-centred
  14. 14. Similarities between designing for online interaction and designing for services Intangible
  15. 15. Similarities between designing for online interaction and designing for services Methods and techniques
  16. 16. Service design methodology Discovery Design Test Implement
  17. 17. Service design methodology Discovery Design Test Implement
  18. 18. Service design methodology Discovery Design Test Implement
  19. 19. Service design methodology Discovery Design Test Implement
  20. 20. Service design methodology Discovery Design Test Implement
  21. 21. Has your team got the skills? Experience People in design trained to research observe People who design for people
  22. 22. Pitching service design • Large service providers looking to differentiate • Energetic and agile management teams • Reactively developed services • New focus on customer experience
  23. 23. Public service design
  24. 24. Quick recap… What is service design? Why care Similarities Methodology Skills needed Pitching
  25. 25. What next? Service Design Network Service design drinks Service Design Camp 2010 Service Design Hub
  26. 26. Keep in touch suze.ingram@gmail.com @suzeingram www.servicedesignhub.com.au
  27. 27. Image and photograph attributions “Keep the change”- IDEO http://www.ideo.com/work/featured/bofa “Banking + Insurance bundle” – live|work http://www.livework.co.uk/our-work/gjensidige-start-package “Virgin Atlantic check-in” - http://www.v-flyer.com/pages.asp?pageid=264 “Talk to front line staff” http://www.flickr.com/photos/markhillary/3309490947/ “Shadowing customers” http://www.flickr.com/photos/dlytle/3106056074/ “Customer journey map” “THE TRAINRIDE” by 31Volts http://www.servicedesigntools.org/tools/8 “Co-design sketching” – UK Design Council http://www.servicedesigntools.org/tools/34 “Co-design brainstorming” – Engine Service Design http://www.enginegroup.co.uk/projects/pcs_page/engaging_fathers “Design storyboard” – Thinkpublic http://thinkpublic.com/news/ “Miniature prototyping” – Stby for T-Mobile http://www.servicedesigntools.org/tools/21 “Life-size prototypes” – IDEO for 1ST SOURCE BANK http://www.servicedesigntools.org/tools/18 “Hotel room prototype” - IDEO for Marriott http://www.ideo.com/work/featured/marriott “Service blueprint” – Live|work for Gjensidige Insurance http://www.livework.co.uk/our-work/gjensidige- start-package “Service blueprint for a clinic” - http://www.servicedesigntools.org/tools/35
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