Service design presentation. An overview of how service design and customer centric approach makes products and services more usable and understandable.
11. thebrandmanual.com
Empathy
“The deepest form of understanding another
person is empathy…[which] involves a shift
from…observing how you seem on the outside,
to…imagining what it feels like to be you on
the inside.”
Source: Difficult Conversations by Douglans Stone, Bruce Patton and sheila Heen
16. thebrandmanual.com
Number of test users
Usabilityproblemsfound
3 6 9
25%
50%
75%
100%
12 15
3 people
will find
70% of
problems.
Source: Nielsen, Jakob, and Landauer, Thomas K.: "A mathematical model of the finding of usability problems,"
20. thebrandmanual.com
It isn’t the streetcar that makes the
experience good. It is the timetable.
- Lucius Burckhardt, Design is invisible
21. “You’ve got to start with
the customer experience
and work backwards to
the technology.
You can’t start with the
technology and then try
to figure out where you’re
going to sell it.”
thebrandmanual.com
23. thebrandmanual.com
Hick’s law
The time required to make a decision is a
function of the available options. If the choices
don’t obviously make sense to the customer,
they’ll choose nothing at all. Reducing choice
improves customer satisfaction.
24. thebrandmanual.com
Ockham’s razor
Given a choice between functionally equivalent
designs, the simplest is always preferred.
Unnecessary elements decrease efficiency
and increase the probability of unintended
consequences.
26. thebrandmanual.com
Systems
By looking holistically at the whole service
infrastructure allows you to understand how the
different parts of the organisation interconnect
and where. Isolating one touchpoint often
upsets other touchpoints, which is why it is
important to work on the whole system.
27. thebrandmanual.com
Value
Service delivered does not always equal value
received. Designing services must necessarily
focus on aligning the needs of the producer
with the user, to deliver measurable and
tangible value to both.
€$£
28. thebrandmanual.com
Journeys
People take different routes to, through, and
from a service. Recognising these differences
and examining what happens before, during and
after helps you understand each touchpoint
between user and provider, and how each
affects the customer experience.
29. thebrandmanual.com
People
Services always involve people. Delivering a
good experience means putting people first and
involving both users and producers actively in
the design process. This is true even, it the
service is very product-centred.
30. thebrandmanual.com
Propositions
Good service design is about developing
valuable, innovative propositions for users and
producers while providing exciting visions to
take existing propositions forward. Often this
can involve translating intangible benefits into
desirable offerings.
38. thebrandmanual.com
“Established companies underestimate
their ability to create or acquire new
ideas and overestimate their ability to
implement new ideas.”
Jon Campbell: Principal Design Strategy | Continuum
Dr. Munib Karavdic: Director of Design & Innovation | AMP Financial Services
39. thebrandmanual.com
Ideas are hard to implement
Focus on the
wrong problem
Expensive
approach
Organisational
constraints
Measures for
success based on
budget and time
40. thebrandmanual.com
Discover Define Develop Deliver
“Let’s understand the problem,
sketch potential solutions
develop and test a few and
implement the one that works.”
We think we know where to start.
44. thebrandmanual.com
BUSINESS PERSPECTIVE
Uses excel
Navigates organisational politics
Uses data to quantify politics
Wants to start with an idea
DESIGN PERSPECTIVE
Uses post-its
Outside perspective
Uses human anecdotes to convince
Wants to land on an idea