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The difference between
UX Design & Service Design
Erik Westerdahl
Digital Concept Designer & Service Designer
Transformato...
What is the difference?
3

”Service Designers usually
maps the changes that needs to
be done to a service,
but the UX Designers
actually do them.”...
4

Service Design
=
Broad

UX Design
=
Deep

© Transformator Design 2013
5

What
to do?
Do this
at these
stages
with these
principles!

CLIENT

This is
exactly how
this should
work and
look.

SER...
What is Service Design?
7

All organizations are the
sum of their touchpoints
with the customer

© Transformator Design 2013
8

© Transformator Design 2013
9

© Transformator Design 2013
10

People remember,
and talks about,
the negative experience

© Transformator Design 2013
11

The customer journey
through the entire service

=
The customer experience
of the service

© Transformator Design 2013
12

Web Works great!
Reality doesn’t...

© Transformator Design 2013
13

And the overall consequence

= Lower bottom in the
Trust Survey 2013
(Förtroendebarometern 2013)

© Transformator Desi...
14

Improve the
entire service

=
Improve the
customer experience

© Transformator Design 2013
A case example
pe

TE

na
l

rs
o

IN

AT
T BE
H O
IT M
TA H
VA JÄ
R LP
A
N

a

itt

ar

itt

H

H

PRISNIVÅ

bo

em

st

Sy

a

t

ge

l...
17

Example of UX Design

© Transformator Design 2013
18

• 
• 
• 

2012 Best in Sweden Service Score
From 20% to 75% service level
81 in NKI 2012 - ”all time high”

© Transfor...
Conclusion
20

Client & Customer

+
Service Design

+
UX Design

=
© Transformator Design 2013
21

Great service
experiences!

© Transformator Design 2013
Today,
I’m here to learn
more about UX Design
What’s the difference between
UX Design & Service Design
according to you?
Tweet it @erikwesterdahl
#uxopen
Thank you!
Erik Westerdahl
Digital Concept Designer & Service Designer
Transformator Design

@erikwesterdahl
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The Difference Between UX Design & Service Design - Erik Westerdahl, Transformator Design - UXOpen 2013

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The Difference Between UX Design & Service Design - Erik Westerdahl, Transformator Design - UXOpen 2013

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The Difference Between UX Design & Service Design - Erik Westerdahl, Transformator Design - UXOpen 2013

  1. 1. The difference between UX Design & Service Design Erik Westerdahl Digital Concept Designer & Service Designer Transformator Design @erikwesterdahl
  2. 2. What is the difference?
  3. 3. 3 ”Service Designers usually maps the changes that needs to be done to a service, but the UX Designers actually do them.” © Transformator Design 2013
  4. 4. 4 Service Design = Broad UX Design = Deep © Transformator Design 2013
  5. 5. 5 What to do? Do this at these stages with these principles! CLIENT This is exactly how this should work and look. SERVICE DESIGN UX DESIGN © Transformator Design 2013
  6. 6. What is Service Design?
  7. 7. 7 All organizations are the sum of their touchpoints with the customer © Transformator Design 2013
  8. 8. 8 © Transformator Design 2013
  9. 9. 9 © Transformator Design 2013
  10. 10. 10 People remember, and talks about, the negative experience © Transformator Design 2013
  11. 11. 11 The customer journey through the entire service = The customer experience of the service © Transformator Design 2013
  12. 12. 12 Web Works great! Reality doesn’t... © Transformator Design 2013
  13. 13. 13 And the overall consequence = Lower bottom in the Trust Survey 2013 (Förtroendebarometern 2013) © Transformator Design 2013
  14. 14. 14 Improve the entire service = Improve the customer experience © Transformator Design 2013
  15. 15. A case example
  16. 16. pe TE na l rs o IN AT T BE H O IT M TA H VA JÄ R LP A N a itt ar itt H H PRISNIVÅ bo em st Sy a t ge la va r FÖRSÄLJNINGSREGLER Ti ll v ta k yc dr lu av n ne io at tu es B Ty p Si ORIENTERA SIG et al a B sa n n va ra g in ar an ar v lk as til H itt ln tta ng ni el vd hi de k/ in ök a rs gi å G Lo Fö ät ar r ta tik ik bu ut Ib av itt H Va l LE VE LS EN Example of Service Design U PP 16 Ev. merköp EV. KÖ - VÄNTAN Hittar varan Legitimation? Påverkad? Langning? © Transformator Design 2013
  17. 17. 17 Example of UX Design © Transformator Design 2013
  18. 18. 18 •  •  •  2012 Best in Sweden Service Score From 20% to 75% service level 81 in NKI 2012 - ”all time high” © Transformator Design 2013
  19. 19. Conclusion
  20. 20. 20 Client & Customer + Service Design + UX Design = © Transformator Design 2013
  21. 21. 21 Great service experiences! © Transformator Design 2013
  22. 22. Today, I’m here to learn more about UX Design
  23. 23. What’s the difference between UX Design & Service Design according to you? Tweet it @erikwesterdahl #uxopen
  24. 24. Thank you! Erik Westerdahl Digital Concept Designer & Service Designer Transformator Design @erikwesterdahl

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