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