1. Satu Miettinen, Juha Miettinen, Antti Kares, Raisa Leinonen and Timo Sirviö
Kuopio Academy of Design, Savonia University of Applied Sciences
Finland
P.O. BOX 98, FIN -70101 KUOPIO
Email: office@designkuopio.fi
"DE-SME - Intelligent Furniture - Training for Design,
Environment and New Materials in SMEs"
Agreement n. 2009 - 2196 / 001 - 001
3. Service design addresses services from the perspective of clients.
It aims to ensure that service interfaces are useful, usable and
desirable from the client’s point of view and effective, efficient
and distinctive from the supplier’s point of view. Service designers
visualise, formulate, and choreograph solutions to problems that
do not necessarily exist today; they observe and interpret
requirements and behavioural patterns and transform them into
possible future services. This process applies explorative,
generative, and evaluative design
4. Service ecology
• System in which the service is integrated: i.e. a holistic
visualisation of the service system. All the factors are gathered,
analysed and visualised: politics, the economy, employees, law,
societal trends, and technological development. The service
ecology is thereby rendered, along with its attendant agents,
processes, and relations.
• By analysing service ecologies, it is possible to reveal
opportunities for new actors to join the ecology and new
relationships among the actors. Ultimately, sustainable service
ecologies depend on a balance where the actors involved
exchange value in ways that is mutually beneficial over time.
5. The network of actors related to ageing in the city of
Helsinki. Source: HDL
6. Service Experience, Touchpoints,
Service Moments and Service Journey
• Design has traditionally focused on a single
physical relationship between a product and a user
• Service Design will pay attention to the
several Touchpoints. The service will
pass/experience, sense and see through the
touchpoints
7. Service Experience
• Service Design is designing the user/customer service
experience
• Service Experience is build from touchpoints,
service moments and service journey
8. Touchpoints
• Touchpoints can be spaces, objects, processes
and people
• Touchpoints of the case Mobile Oral Care Unit
may include a telephone call to the customer
service, web site, the information that staff says,
interiors, furnitures, colours, etc.
9. Touchpoints can be divided into a
four cathegories: (Saffer 2007):
• Spaces
• Objects
• Processes
• People
10.
11. Spaces
• Spaces are places where the visible service
production take place
• Spaces can be physical places like shops, offices,
aeroplane or virtual places like internet or mobile
phone
• In the spaces should especially take notice to those
touchpoints, which people can feel and sense
12. • Mobile oral care unit ”Suupirssi” is place where the
visible service production takes place to the
customer
• For example: Interior design, lighting,
sounds and smells, which are of great importance to
customer´s service experience.
13. Objects
• Objects that are part of the service are placed into the
interior, outdoor or other environments
• Objects can be complex and big machines like the carousels
in the airfield or simple and small objects like a restaurant
serviette
• In the case ”Suupirssi” all the objects were part of the
service: chair lifter, dental unit (chair) and other furnitures,
lightning, equipment and clothes.
• These objects were designed to generate interaction
between the service provider and the customer
14. Processes
• Processes define the mode of the
service production
• Services in all processes and routines can be
set into the small details. In the Suupirssi case
e.g: how the nursing staff greets the
customers when they arrive to the treatment
15. People
• People are needed in producing services
• These people will divided into two different
groups: customers and customer servant
• Oral care service consists of a
complex interactive ”choreography” by the
patients, nursing staff and oral hygienist and
dentist students
16. Service Moment
• Individual episodes are called service moments
• Each service is built from series of service sections or
episodes or from series of service elements, which
together establish value-added service unity to the
customer
• Each service moment consists of several touch points
17.
18. • Each service moment consists on several sessions of
different touchpoints
• For example, in the case ”Suupirssi” the service session i
linked at least into the following touchpoints:
– what is the general experience of the Suupirssi: the
external shape and graphics?
– how to greet patients?
– the role of service / nursing professionals?
– what, and how he/she is communicating?
– what kind of experience there are in using the chair lift?
– Indoor environment; what is the first impression of interior (interior
design, lighting, sounds and smells, etc.)
19. • Through touchpoints every service moment is
able to formulate for the needs and
expectations of the customer
• When designing the service moment, it´s
important to think which touchpoints are
relevant to the customer and which
touchpoints will give a more value with lower
cost.
20. • It should be noticed that although inside
the service there is specific service production
process, customers will traverse it making an
individual path/journey
• Things can be done in a different ways and the
service provider can offer a number of alternative
ways and channels to consume a
certain service process phase
21. Service Journey
• The process of services includes the time
perspective which means that the service is
experienced as a service journey through a number
of service moments and touchpoints
• The service production influences to the service
journey as well as the customers personal choices
22. • Each service is built from the series of service
sections or episodes or from series of service
elements, which together establish value-added
service unity/completeness to the customer
• Separate episode of the service is called a service
moment
23. Customer journey
• Consuming a service means a consuming an experience,
a process that extends over time. The customer journey
thus illustrates how the customer perceives and
experiences the service interface along the time axis. It
also considers the phases before and after actual
interaction with the service. The first step in creating a
customer journey is to decide its starting and stopping
points. The customer journey serves as the umbrella
under which the service is explored and, with various
methods, systematised and visualised.
24. Customer journey: train ride
• Service touchpoints are the tangibles, for • 1) Looking for time table,
example, spaces, objects, people or price, making a reservation
interactions that make up the total
experience of using a service. Touchpoints
can take many forms, from advertising to
personal cards; web-, mobilephone- and PC
interfaces; bills; retail shops; call centres and
customer representatives. In service design,
all touchpoints need to be considered in
totality and crafted in order to create a clear,
consistent and unified customer experience,
HCI (human computer interaction), modality
between human and computer
Kuva: Reetta Kerola
25. Customer journey: train ride
• The customer faces the line of • 2) Receiving a ticket in mobile
phone
IT interaction when she/he is
using the IT services (examples:
hotel television, information in
the parking area through the IT
system, hotel and conference
website and booking system).
The line of IT interaction is still
part of the frontstage. Modality
machine to machine (ubique
environment)
Kuva: Reetta Kerola
26. Customer journey: train ride
• There is a line of visibility for the • 3)Buing a ticket from the counter
service actions that the customer is
not able to see. There services
happen in the backstage (examples:
staff working with the reservation
internally in the hotel booking system,
registration of the hotel customer in
the conference system, acceptance of
the credit card in the.
Kuva: Reetta Kerola
27. Customer journey: train ride
• Front desk: The time and • 3) Buying a ticket from the
place in which customers automat
come in contact with the
service, for example, the
website, the person serving
you at the restaurant, etc.
Kuva: Reetta Kerola
29. Customer journey: train ride
• 5) Inspecting the ticket
• When the customer is
experiencing the service
she/ he is facing the line of
interaction (examples:
receptionist greeting at the
hotel reception and guiding
to your room, conference
registration staff greeting
the delegate and giving
information). Human to
Reetta Kerola
human modality
30. Service blueprint
• Mapping out of a service journey identifying the processes
that constitute the service, isolating possible fail points and
establishing the time frame for the journey.
• Description of critical service elements, such as time, logical
sequences of actions and processes, also specifying both
actions and events that happen in the time and place of the
interaction (front office) and actions and events that are out
of the line of visibility for the users, but are fundamental for
the service. Service blueprinting involves the description of
all the activities for designing and managing services,
including schedule, project plans, detailed representations
(such as use cases) and design plans, or service platforms.
32. This project has been funded with support from the European Commission. This publication
reflects the views only of the author, and the Commission cannot be held responsible for any
use which may be made of the information contained therein.
13.3.2012 32
