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 ...
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?
Would you like service design with that? Presented by Suze Ingram at Web Directions SouthPresentation Transcript
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 Efficient
Desirable Distinctive
customer Service provider
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
Delivery
ad website store store phone call
Interactions
Jenny
Service design is all about…
Positive experiences
Service design is all about…
Understanding customers
Why the world wants service design
Demanding
Economy is Delivers
customers
changing innovation
Companies
already use
It’s service
growing design
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
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
research observe
People who
design for
people
Pitching service design
• Large service providers looking to
differentiate
• Energetic and agile management teams
• Reactively developed services
• New focus on customer experience
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 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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